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Travelling with Purpose
Welcome to Travelling with Purpose: Milestone Motivations + Luxury Travel Trends, a pioneering “post-demographic” and age-inclusive trend report from cazenove+loyd, in association with the UK’s leading travel trend forecasting agency, Globetrender.
Looking beyond demographics and instead focusing on psychographics, we have categorised common life events into seven Milestone Motivations, with each of these presenting an opportunity to mark the occasion with a travel experience.
READ MORE +cazenove+loyd X Globetrender's travel trends
With conservation high on the agenda, Pioneering Safaris offer Meaningful Discoveries for travellers who want their presence to benefit (rather than exploit) the wildlife and ecosystems they are visiting. Not only that but rather than just ‘view’ animals they want to ‘do’ something to help.
With just a single drop of saliva, one can discover where their ancestors came from. By combining innovative science with expert historic research, DNA Pilgrimages offer the chance to bring one’s legacy to life and learn more about who they are and the people and places they have come from. Whether it’s tracing an ancestor’s life journey or taking advantage of affordable DNA testing, a new wave of tourism is being fuelled by genealogical and heritage curiosity.
Community engagement is one of the best examples of tourism as a force for good in the world. For travellers who want to truly broaden their horizons, spending time with indigenous people holds great rewards. Indigenous Immersions provide a unique opportunity to spend an extended period with a tribe, village or family that is very different to their own.
Whether friends and family are looking to host a milestone birthday or anniversary bash, a honeymoon or wedding, demand for exclusive-use villas, mansions, castles, yachts and even private islands are on the up. By booking a takeover, guests never need to worry about keeping other guests awake at night with their festivities and have free rein to design exactly the party that they want.
A form of slow tourism that shuns flights, Transitory Exploring sees nomadic luxury travellers embrace trains, RV road trips and boats on overland and oversea adventures that prioritise the journey, rather than the end-point destination. From retirement and gardening leave to sabbaticals and career breaks, long-term travel can be instrumental in preparing for a new life chapter or marking a specific transition.
Families looking for the ultimate Robinson Crusoe experience are heading to private islands and lodges to help teach their children about the natural world, in a utopian environment. For high-net worth Millennial parents of Generation Alpha (aged 0 to 12 in 2023), travel is increasingly being used as a way of expanding the minds of their offspring and providing them with educational opportunities they wouldn’t get in the classroom.
Sabbaticals traditionally last up to a year but ‘Radical Sabbaticals’ can be achieved in a few weeks. The idea is that they are hyper-focused and intentional, and allow for deep rest or accelerated change, whoever you are, and whatever life stage you are at. As the demand for career or life breaks with purpose increases, extended itineraries that focus on specific intentions are becoming more relevant than ever before.
Milestone motivations
Building bonds
Whether it’s a multi-generational holiday, a special parent-child trip, a group getaway with friends or a journey with a partner, Building Bonds is a Milestone Motivation that is pegged to one of our human needs – to feel connected.
New beginnings
Being able to “turn a new page” is vital to people’s mental health and ability to move forward in life, especially after experiencing something traumatic such as a divorce or bereavement. But New Beginnings also relate to more positive chapters such as starting a new school year, graduating, relocating, starting a new relationship, or becoming an entrepreneur.
Meaningful discoveries
Meaningful Discoveries is a powerful motivating force for travellers who want to evolve their understanding of something specific, open themselves up to trying something new or undertaking a “once in a lifetime” adventure.
Memorable celebrations
Whether clients are going on honeymoon, having a destination wedding, or marking a birthday or anniversary, the most standout Milestone Motivation is Memorable Celebrations. When everything is riding on a certain special day, using an expert travel advisor to coordinate the logistics of an incredible overseas party for family and friends is priceless.
Personal liberation
This Milestone Motivation relates to people wanting to make the most of their adulthood before becoming parents or after their offspring have left home. But it also aligns with anyone who wants to take a gap year, work remotely or make the most of retirement, for example.
Active contemplations
This relates to the role travel can play in achieving a sense of closure, reassessing who you are, gaining perspective and achieving clarity when looking to the future. Wellness tourism is often pegged to this Milestone Motivation, but trips can take many forms. Clients may be retiring from work, going on a sabbatical, resolving a personal loss or preparing for a new opportunity.
Legacy creation
Our final Milestone Motivations is tied to longevity, ancestry, the building of families and investment in personal betterment. Whether clients are grandparents who want to nurture their relationship with their grandchildren or people who yearn to explore their heritage, Legacy Building trips provide a lot of long-term value.
Luxury travel itineraries
A collection of inspiring itineraries, each paired with a trend we have identified, to showcase how our Destination Experts can transform any motivation into an extraordinary travel experience.
Carpe Diem Celebrations: Party in Brazil
A triple-pronged celebration taking in the buzz of Rio, followed by some rest and relaxation in a beautiful beachfront villa on the bay of Angra Dos Reis and an artsy escape in the Ibitipoca National Park.
From £13,500pp From $15,900pp
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DNA Pilgrimage: Tracing Ancestors in Nepal
A trip that is centred on retracing the life of this ancestor, including special access to people and places relevant to their story as well as the rich history and beauty of Nepal.
From £11,800pp From $14,050pp
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Indigenous Immersions: Uncharted Papua New Guinea Adventure
An epic adventure in Papua New Guinea, exploring its least accessible regions and spending time with various seldom-visited tribes that call it home.
From £32,600pp From $38,750pp
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Paradise Camp: The Ultimate Family Island Adventure
An extended private buyout of Thanda Island off Tanzania, rich in immersive learning and philanthropic experiences.
From £29,950pp From $37,500pp
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Transitory Exploring: Legendary Andean Holiday
A voyage of legendary proportions through Peru and Bolivia comprising cultural excursions, gastronomic indulgence and wildlife encounters, plus history and community visits.
From £19,850pp From $23,600pp
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Pioneering Safaris: The Wild and Remote Congo
Walk in the footsteps of the great explorers and alongside endangered animals for a perspective-altering safari in the Congo Basin, one of the world’s last intact ecosystems.
From £16,900pp From $20,200pp
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When cazenove+loyd and Globetrender invited us to the launch of their momentous new travel trends report, Travelling with Purpose: Milestone Motivations and Luxury Travel Trends, we knew we had to go. What makes the report so unique isn’t merely its findings, but how they were conceived and how cazenove+loyd – which has commissioned the work for the brand’s 30th anniversary – is planning to apply them to create deeply immersive journeys for its customers. They have traded in the usual demographic-focused take on trend reporting for a more inclusive approach that doesn’t rely on superficial factors like age.
Steffen Michels, OutThere Travel
