It has become commonplace to assert that the luxury travel is a booming business.
But what exactly does this assertion cover? Who are the clients exactly? Finally, what makes a trip luxurious ?
It is on the answers (more complex than it seems) to these seemingly simple questions that the conference focused, on September 16, 2026, by journalist François-Xavier Izenic at the Arena of the IFTM, at Porte de Versailles.
Around the table, four renowned sector players: Laura Martinez, CEO of Amplitudes; Ludivine Mercier, CEO of Exuma; Rose-Marie Farrugia, president of the Circle of Voyages; and Patrick Pourbaix, CEO of MSC France and Explora Journeys, the luxury subsidiary of this cruise company.
But what exactly does this assertion cover? Who are the clients exactly? Finally, what makes a trip luxurious ?
It is on the answers (more complex than it seems) to these seemingly simple questions that the conference focused, on September 16, 2026, by journalist François-Xavier Izenic at the Arena of the IFTM, at Porte de Versailles.
Around the table, four renowned sector players: Laura Martinez, CEO of Amplitudes; Ludivine Mercier, CEO of Exuma; Rose-Marie Farrugia, president of the Circle of Voyages; and Patrick Pourbaix, CEO of MSC France and Explora Journeys, the luxury subsidiary of this cruise company.
Customers more diverse than one might think
To begin with, who are the clients? By general opinion, luxury travel is not reserved for the 51,245 people who, living in France, had a net worth above 10 million dollars in 2024.The luxury clientele “is everywhere,” nuanced Patrick Pourbaix. It appears, in any case, quite diverse. Among them are families with substantial wealth, show-business figures, political figures, and seniors who, having worked a lot, want to reinvent a third life, added Rose-Marie Farrugia.
Within this clientele there are also affluent individuals who can afford a very high-end trip from time to time; and others who have saved for a long time to treat themselves to A World Tour or THE trip of their lives.
In any case, luxury travel is a growth sector. In this field, profit margins are much higher than in the rest of the tourism industry. The luxury offer also helps build customer loyalty and raise the skills of the staff.
Moreover, the luxury clientele is undeniably increasing in number. “Cruise market growth is 8%, but its luxury segment is 30%,” as Patrick Pourbaix cited for example.
This explains why the sea is becoming the new playground for some major international hotel chains (Ritz-Carlton, Four Seasons, Accor, Aman).
Prices with almost no limits
And the prices ? The answers are varied because “there are no limits except those set by the client,” according to Laura Martinez. The largest budget she has had to handle was one million euros, for a one-month trip for a family of four children.
The same amount, cited by Ludivine Mercier, represented the cost of a three-day trip to Marrakech with a privatized hotel and private jet transfers.
Rose-Marie Farrugia, for her part, prefers to think in terms of price per day, a ratio which, according to her, hovers around 10,000 dollars in the luxury domain.
It is therefore not surprising that, without being completely indifferent, this clientele is much less sensitive than others to the economic situation and to issues of purchasing power.
On the contrary, as Rose-Marie Farrugia stressed, they are very attentive to security and to geopolitical context: “they want zero risk.” “That still depends on destination typologies,” according to Ludivine Mercier.
The same amount, cited by Ludivine Mercier, represented the cost of a three-day trip to Marrakech with a privatized hotel and private jet transfers.
Rose-Marie Farrugia, for her part, prefers to think in terms of price per day, a ratio which, according to her, hovers around 10,000 dollars in the luxury domain.
It is therefore not surprising that, without being completely indifferent, this clientele is much less sensitive than others to the economic situation and to issues of purchasing power.
On the contrary, as Rose-Marie Farrugia stressed, they are very attentive to security and to geopolitical context: “they want zero risk.” “That still depends on destination typologies,” according to Ludivine Mercier.
Personalization and Exclusivity
Price is not the sole—and often not the main—criterion for defining a luxury journey.
Beyond price, what gives it its ultra-high value-added is a sublimated lifestyle, according to Patrick Pourbaix; “exclusivity” for Ludivine Mercier, “rarity, hyper-personalization, a certain singularity and exclusive emotional experiences” for Rose-Marie Farrugia.
In this regard, the latter gave a very telling example of a stay at the Aman Hotel (51 rooms and suites) located in Beijing, right next to the East Gate of the Summer Palace, in a complex of historical pavilions once used by visitors awaiting an audience with Empress Dowager Cixi.
When this palace—crowded with visitors during the day—finally closes its doors, the hotel’s butlers allow guests to wander there at their leisure. “That is something fabulous. We are in the experience and the exclusivity,” insists Rose-Marie Farrugia.
Yet, do the needs and expectations of luxury clients evolve? Yes, it seems so, toward an increased demand for experiences. “It is difficult to introduce in France a product—the Explora Journeys cruises that check all the boxes of the ‘palace’ category—due to the absence of another comparable company in France,” nuanced Patrick Pourbaix, recalling that Le Ponant is positioned as “exploration.”
Beyond price, what gives it its ultra-high value-added is a sublimated lifestyle, according to Patrick Pourbaix; “exclusivity” for Ludivine Mercier, “rarity, hyper-personalization, a certain singularity and exclusive emotional experiences” for Rose-Marie Farrugia.
In this regard, the latter gave a very telling example of a stay at the Aman Hotel (51 rooms and suites) located in Beijing, right next to the East Gate of the Summer Palace, in a complex of historical pavilions once used by visitors awaiting an audience with Empress Dowager Cixi.
When this palace—crowded with visitors during the day—finally closes its doors, the hotel’s butlers allow guests to wander there at their leisure. “That is something fabulous. We are in the experience and the exclusivity,” insists Rose-Marie Farrugia.
Yet, do the needs and expectations of luxury clients evolve? Yes, it seems so, toward an increased demand for experiences. “It is difficult to introduce in France a product—the Explora Journeys cruises that check all the boxes of the ‘palace’ category—due to the absence of another comparable company in France,” nuanced Patrick Pourbaix, recalling that Le Ponant is positioned as “exploration.”
Not a Margin for Error
Published by Paula Boyer Head of the LuxuryTravelMaG section – TourMaG.com See all articles by Paula Boyer
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