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    "original_url": "https:\/\/www.nytimes.com\/2026\/02\/11\/travel\/luxury-travel-agency-advisers-wealth.html?campaign_id=9&emc=edit_nn_20260213&instance_id=171041&nl=the-morning&regi_id=122976029&segment_id=215219&user_id=b25c5730c89e0c73f75709d8f1254337",
    "parsed_content": "AdvertisementSKIP ADVERTISEMENTSupported bySKIP ADVERTISEMENTChampagne, Concierges and Emergency Sand: How the Ultra-Rich TravelInside the arms race to satisfy travelers for whom exclusivity is everything and money is no object.Listen to this article \u00b7 9:31 min Learn moreShare full articleAt the Nobu Barcelona hotel, guests fill in pre-stay questionnaires listing their requirements. Some rooms feature baths with views of the Sagrada Familia Basilica designed by Antoni Gaud\u00ed.Credit...Nobu Hotel BarcelonaBy Sarah LyallFeb. 11, 2026Sign up for the Travel Dispatch newsletter. Essential news on the changing travel landscape, expert tips and inspiration for your future trips. Get it sent to your inbox.Today\u2019s super-rich travelers want luxury. They want personalized attention. They want non-cookie-cutter hotels with impeccable service and private villas with personal butlers. They want to never, ever, have to wait, stand in line or be herded around with other people.Most of all, said Carlo Nocella, head of global sales at Vavius Club, the loyalty program for a destination management company in Italy, they want \u201cto feel that they have something that other people cannot achieve.\u201dWhat that looks like is the preoccupation of an ever expanding, ever more elaborate travel infrastructure \u2014 travel advisers, concierge services and members\u2019 clubs \u2014 catering to the extravagant needs and money-is-no-object whims of ultra-high-net-worth clients.Roughly defined as people who have investable assets of at least $30 million and are prepared to pay, say, thousands of dollars a night for a hotel room or tens of thousands of dollars for a villa, these clients are in turn fueling an arms race in the world of high-end leisure. The goal is to offer the most fabulous, the most opulent, the most individualized and the most singular properties, experiences and services imaginable.For Mr. Nocella, whose company, Virtuous Travel & Concierge, works with travel advisers to plan and execute trips for high-end clients, that means that \u201cwe don\u2019t just sell vacations,\u201d he said. \u201cWe provide experiences that match with the client\u2019s wildest demands and expectations.\u201dInterviewed in December as he sat in Vavius Club\u2019s elegant booth at the International Luxury Travel Market\u2019s annual expo in Cannes, Mr. Nocella gave some examples of clients for whom standard V.I.P. treatment was not enough.The client who wanted the color red eradicated from his hotel room. The client who wanted his vacation to include a treat for his teenage son: a soccer game in which the son would play with big-name professional players in one of Italy\u2019s national stadiums.And the client who demanded a hotel room with a west-facing window wherein \u201cthe sun had to set on the horizon, not behind a tree or a mountain, but directly over the sea,\u201d Mr. Nocella said. (He was able to locate such a room, in Portofino.)Jack Ezon, the founder and managing director of Embark Beyond, a New York-based \u201cluxury travel advisory,\u201d said that to high-end clients, luxury is as much about emotions as it is about a specific tangible thing.\u201cYou want to feel more special than anyone else,\u201d he said.Travel\u2019s Booming High EndImageVilla Beatrice in Portofino, Italy, has four suites and a stone cottage, and can only be booked in its entirety, insuring total privacy. Credit...Marco Valmarana for BelmondRoughly 2,500 exhibitors and 2,500 luxury travel advisers came to Cannes this year, a tenfold increase from the expo\u2019s first year, in 2001, and a sign of the expanding importance of the luxury market. According to a report by the Dublin-based analytics firm Research and Markets, the luxury travel market \u2014 defined as appealing to \u201caffluent travelers seeking exclusive, personalized and immersive experiences that blend comfort, culture and customization\u201d \u2014 was valued at $1.77 trillion in 2025 and is projected to reach $2.1 trillion by 2033, reflecting a compound annual growth rate of 3.4 percent.The growth, the report says, can be attributed to \u201cincreasing disposable income among high-net-worth individuals, expansion of international tourism, growth of premium hospitality infrastructure, rising demand for experiential travel and increased availability of luxury travel services.\u201dThe ILTM exhibitors\u2019 booths \u2014 made to look like libraries, living rooms and fancy office-break areas; kitted out with wall-to-wall carpeting, palm trees, paintings, photographs and bookshelves; and offering espresso, pastries, regional treats, candy and Champagne even to expo-goers idly wandering by \u2014 were as luxurious as the products the companies were pitching.Each offering seemed more over the top than the one before. Resort villas equipped with cinemas, swimming pools, private beaches, chefs and yoga instructors. Behind-the-scenes private trips to museums, fashion ateliers and sports events. Hotels where musicians come and play in your room. Resorts on private islands, like the exclusive Bulgari Resort and Residences Cave Cay, with its 64 suites and villas and 48 customer-owned \u201cmansions and estates,\u201d scheduled to open in 2027 on a 220-acre haven in the Bahamas.Or the even more exclusive Rosewood Ranfaru, also opening in 2027 and featuring 120 one- to five-bedroom villas with individual swimming pools built for a reported $343 million along a chain of, yes, private islands in the Maldives, with some of the villas perched on islands all to themselves.The luxury ecosystem also includes a new breed of travel adviser whose job is no longer simply booking flights and making hotel reservations. Often working in conjunction with specialists from so-called destination management companies, these people organize every moment of the trip \u2014 every airport transfer, every flight, every resort or villa or boutique hotel or yacht, every meal, every limo trip, every private tour of someplace no one else has access to, every sudden change of plan \u2014 relieving the clients from the burdens of even the smallest disappointment or logistical headache.\u201cFor our members, it\u2019s where can I go and what can I do, and often the price is secondary,\u201d said Sylvain Langrand, chief executive of Velocity Black, a luxury concierge service, whose clients pay an annual $3,000 fee for soup-to-nuts attention on trips that can cost up to $20,000 a night.(These companies have varied fee structures. Some advisers or concierges charge annual fees that can extend into the tens of thousands of dollars; others make the bulk of their money from commissions; others might charge an hourly or weekly fee on top of other fees.)If anything goes awry \u2014 the clients don\u2019t like the brand of sheets in their hotel room; their driver is not outside the restaurant the second they emerge; they spontaneously decide they want to ditch the next hotel and throw a party on a yacht \u2014 they can text the service 24\/7 for an immediate solution. \u201cA lot of luxury is not having to worry about anything,\u201d Mr. Langrand said.Sitting in his booth at the ILTM expo, Andr\u00e9 Oliveira of Zion Creative Artisans, a Portuguese company which bills itself as a \u201cdestination alchemist lab,\u201d said that he and his colleagues were not merely agents, advisers or concierges.\u201cWe are much more,\u201d he said. \u201cWe are doing alchemy with your holiday.\u201d (His title: chief alchemist officer.) Costs for the travelers, he said, range from about $21,000 a week for a couple to perhaps $140,000 a week for a family, excluding airfare.\u2018Kill Them With Kindness\u2019ImageThe Bulgari Resort and Residences Cave Cay, scheduled to open in 2027, sits on a 220-acre private island in the Bahamas. Credit...Bvlgari Hotels & ResortsIf it\u2019s no longer enough to be a normal travel adviser, so it\u2019s no longer enough to be a normal hotel concierge. \u201cYou have to personalize every single detail,\u201d said Alberto Selas, general manager of the five-star Nobu Hotel in Barcelona, whose guests fill in pre-visit questionnaires listing their requirements. They might say \u201c\u2018OK, I want to have a bottle of a specific brand of tequila in my room with two shot glasses,\u2019\u201d Mr. Selas said. \u201cMaybe they want to travel with their dog, and they want special vegetarian biscuits for the dog. They want the water to be a certain temperature.\u201dWhat of clients who are impossible to satisfy? Enver Arslan, general manager of the not-yet-opened Bulgari Resort Ranfushi in the Maldives, said that the trick is to distract, deflect and shower them with complimentary goodies.One of his previous jobs was at a Maldives resort where rooms ranged from $4,000 to $15,000, depending on the season. Once, he said, a client summoned Mr. Arslan to his room in the middle of monsoon season, gestured out the window and said, accusingly, \u201cIt\u2019s been raining for four days.\u201dRather than \u201cexplaining why it rains,\u201d Mr. Arslan said, he immediately invited the guest to join him for drinks and backgammon in the bar.\u201cGive them Champagne, give them a free spa treatment, upgrade to a suite,\u201d he said. \u201cComplimentary service is part of hospitality. Kill them with kindness.\u201dIt\u2019s a challenging endeavor, finding new ways to please people who glide through life unburdened by the notion that there are things they cannot do or items they cannot have. But it\u2019s a challenge people in the industry are seemingly happy to take on.Once, to placate a client panicking because a monsoon had washed away the beach around the $40,000-a-night villa he had booked in the Seychelles, Mr. Ezon arranged to have an emergency shipment of sand brought in. Another time, he said, he arranged to have wall-to-wall carpeting installed in a 225-foot yacht his clients had chartered for $750,000 a week because the wife \u201cdidn\u2019t want to take her stilettos off,\u201d he said \u2014 and the yacht owners did not want anything damaging the wooden decks.\u201cThere are no boundaries,\u201d he said. \u201cThink of the craziest thing you can think of. We\u2019ll do it.\u201dFollow New York Times Travel on Instagram and sign up for our Travel Dispatch newsletter to get expert tips on traveling smarter and inspiration for your next vacation. Dreaming up a future getaway or just armchair traveling? Check out our 52 Places to Go in 2026.Sarah Lyall is a writer at large for The Times, writing news, features and analysis across a wide range of sections.Read 92 commentsShare full articleRelated ContentAdvertisementSKIP ADVERTISEMENT",
    "ai_headline": "Champagne, Concierges and Emergency Sand: How the Ultra-Rich Travel",
    "ai_simplified_title": "Luxury Travel Industry Serves Ultra-Rich Travelers in 2026",
    "ai_excerpt": "The article explores the expanding luxury travel market catering to ultra-high-net-worth individuals. It highlights the lengths travel agencies and concierge services go to satisfy the extravagant demands of wealthy clients, offering personalized and exclusive experiences. The piece examines the growth of this market and the innovative services offered.",
    "ai_subject_tags": [
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        "High-Net-Worth Individuals",
        "Travel Industry",
        "Concierge Services",
        "Travel Trends",
        "Experiential Travel"
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    "ai_context_type": "Analysis",
    "ai_context_details": {
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