Over the past decade, our travel landscape has been shaped by everything from pandemic lockdowns to the rise of AI. Evolving with the changing times is essential to tourism’s survival and Christine Galle-Luczak knows what it takes to help a travel brand thrive.
She founded Heavens Portfolio 19 years ago. The Asia-based agency works with some of the world’s most luxurious and alluring travel brands, including Passalacqua, the World’s Best Hotel in 2023. Ahead of the company’s 20th anniversary in August next year, Galle-Luczak shares that she’s both excited and proud of how far it’s come.
She also observes that consumer demand for travel has evolved with time. There is an increased interest in food and wine, including curated trips with Michelin-starred meals and vineyard tours. Additionally, travellers are looking into niche interests like golfing, diving, and self-driving. “We’ve seen the change in quality over quantity. Travellers want to ensure that their time, effort, and money spent are worth it and translated into experiences and memories forged along the way,” she says.
In addition, they are eager to learn about other cultures and discover the unfamiliar. Due to this, independent hotels are becoming more popular than larger established brands. “Luxury travellers are creating huge demand and potential for curated travel tailored specifically for them. They don’t want off-the-shelf itineraries, which were commonplace a few decades ago. Instead, they now want to be immersed in the destination rather than hopping from place to place just to say that they did it,” she muses.
The luxury travel expo ILTM Asia Pacific was held in Singapore early last month. According to Galle-Luczak, travel trends are zoning in on sustainability, technology, and unique experiences. With climate change and weather conditions becoming increasingly unpredictable, even in Asia, there’s an opportunity to highlight alternative experiences beyond seasonality.
She emphasises that travellers are now seeking authentic experiences, such as cultural tours, local cuisine, and interactions with native communities, which provide locals with entrepreneurial opportunities. These include inviting visitors to local artisans’ studios to see how handicrafts are created, or to their homes for dining experiences.
Wellness travel is also becoming sought after, with a focus on holistic health. “Emerging trends include eco-friendly retreats, digital detox experiences, and personalised wellness plans. Additionally, there is a rise in wellness technology integration, which offers tools for fitness, mindfulness, and nutrition.”
Going forward, Heavens Portfolio has set its sights on the Middle East, with the acquisition of The Travel Collection, an established representation agency in Dubai founded by Jacqueline Campbell, earlier this year.
“Dubai is our 16th office and our first outside of Asia. The Travel Collection continues to operate independently and successfully for its clients. As in Asia, the Gulf Cooperation Council market possesses huge potential for us, though with some cultural differences. Through this acquisition, I have learned so much and am inspired. We forecast a strong growth for the company,” says Galle-Luczak.
