Pack Up + Go, US Pack Up + Go, US
Jubel, US Jubel, US
Pack Up + Go, US Pack Up + Go, US

Preview: Surprise Destinations

10 : 10 : 2016 Luxury Travel : Concierge : Revelation Brands

Luxury travel consumers are tired of choice and instead are looking for experiences that surprise.

  • Established luxury travel markets are moving away from the material trappings of wealth
  • The traditional concept of the luxury concierge is evolving to also include opportunities for serendipity

High-end travellers are growing tired of visiting identikit luxury destinations and are looking for services that can surprise them with something unique.

Pack Up + Go offers three-day trips to cities across the US. Customers begin by completing an online questionnaire that helps determine what sort of destinations might appeal to them. Pack Up + Go sends them a weather forecast and a list of suggested items a week before they leave, and they only discover their final destination when they reach the airport. Packages stretch from the affordable to the luxury, with the most expensive priced at £4,050 ($5,000, €4,488) per person.

Long weekends are the perfect length of time for surprise travel, according to founder Lillian Rafson: ‘It removes some of the risk of visiting somewhere that you wouldn’t choose for yourself.’

The Big Picture

For more on how surprise travel is affecting the luxury holiday industry, read our Surprise Destinations microtrend.

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