Travellers are increasingly expecting luxury travel suppliers to demonstrate their commitment to sustainability.

Travelling with an element of social responsibility is not a new trend but one that is gaining more support as time goes on. It’s a pattern that is increasingly tied to luxury travel, whose proponents are generally socially conscious, aware of environmental issues and can afford to give back.

Nik Lloyd Roberts of Fedair puts it simply: “There seems to be a demand to do good. Luxury travellers want to know that their booking has some form of contribution functioned into it. Be it a conservation levy, an anti-poaching fund or something that goes toward the local community, providing upliftment, education, awareness.”

“Travellers are becoming more aware of their carbon footprint and are making decisions on destinations based on that fact,” concurs Anita Lennox of Cape St Francis Resort.

Dirk Jacobs of 21 Nettleton sees this trend as guests seek meaningful links to places and people they encounter while abroad. “Guests’ expectations are moving away from traditional European hospitality standards and the old way of doing things. Now the need is to explore local cultures, customs and connect with the people around them – from the butler to the owner of luxury establishments. In our social media age, the world is hungry for authenticity and human connections.”

But luxury travellers are also looking inward, hoping for personal growth and change through their travels.  In a recent Tourism Update column, Henk Graaff, MD of SW Africa Destinations Management, proposed that the next big travel trend would be transformational travel.

He wrote: “In Africa, delegates [tourists] can experience transformational travel at its best. They can learn from the tribe elders they meet across the continent; they can gain a better understanding of conservation and get a clear view of how our modern way of living is impacting on our planet. Once back home, their trip will help them change their own lives and the lives of those around them for the better.”

Africa, he said, offered opportunities to learn about different cultures, to get closer to nature, and the continent’s many wilderness areas provided spiritual environments for reconnecting with the inner self.

Another trend taking hold in this group where disposable income is more abundant, is the demand for once-in-a-lifetime experiences. These often involve an adventure activity of some type.  Examples, says Chris Anagnostellis of An African Anthology, are hot-air balloon rides, a sleep-out experience or perhaps a luxury spa treatment out in the bush.

In the hospitality sphere, Philma Gomes of the Shimmy Luxury Collection, notes that travellers are seeking “destination within a destination” experiences, which is what the new Ritz Cape Town is striving for. The reconstructed hotel includes a large variety of lifestyle and food and beverage experiences, as well as a weekend local market with fresh produce and delicacies for purchase.

Exclusive-use villas is another hospitality trend, of particular appeal to family groups in the luxury bracket.  Andrew Marshall of Makanyi Private Game Lodge notes the growth in extended families requiring exclusive-use facilities. In addition, their focus is much more ‘educational’ and they are keen to learn something new about our planet, he says.

Although hardly a new trend, but one that requires constant re-invention, is attention to detail.  Fancourt’s Peter Dros says it’s about the personal touches – knowing your guest, greeting them by name, wishing them a happy anniversary. “Luxury travel has become inundated with options, so it is most important that the guest is left with personal, sustainable experiences and, thus, memories.”

For Your Africa’s Suzanne Benadie it’s about airside meet and greets, matching the right vehicles and guides to the right clients and handpicking clients’ boutique accommodation in each location.