US – With affluent consumers increasingly seeking life-changing travel experiences, space travel company Space Perspective will begin offering luxury balloon rides that take guests up to 20 miles above the Earth. Accommodating up to eight guests, the balloons include reclining seats and a fully-stocked bar. Each ride costs £90k ($125k, €105k) and will last six hours.
While space tourism is conventionally considered an extreme pursuit, Space Perspective is positioning the balloon rides as a more leisurely and comfortable experience. The company explains: ‘The space curious who would have considered it either too risky – or expensive – now have the opportunity to experience the exhilaration of traveling to space.’ Following on from the mindsets we explore in our Untethered Luxurians report, the new service appeals to the luxury consumer's mindset of self-fulfillment over material investments.
Although space travel has previously been reserved for the mega-rich, this tourism experience suggests a future in which beyond-Earth voyages will become more accessible for a wider range of luxury consumers.
As the market for space travel accelerates, leisure and hospitality brands can tap into the potential of offering once-in-a-lifetime experiences with in-built comfort