London – Laura Mitchell, marketing manager at luxury travel agency Brown & Hudson, explained to the audience at our Luxury Network Evening how bespoke travel is evolving and why consumers want to forget about the destination.
Every trip that Brown & Hudson creates is unique. This is because each itinerary is based on building a deep understanding of the client rather than simply asking it about a desired location. After an initial consultation, Brown & Hudson conducts a more in-depth interview with customers before progressing to the research and concept stages. The team spend about 90 hours on each trip, which means that they only work with a limited number of clients each year.
The Brown & Hudson ethos is encapsulated in the Journey with no Destination service. The premise behind this product is that it starts with a client identifying a personal goal, such as confidence and serenity, and the travel agency creates a package that helps it to achieve that aim. Clients don’t discover the destination until they reach the airport, so they can concentrate on their goals without distraction.