The New Luxury Traveler


By Mark Slatko

Luxury travel as we’ve known it – or at least defined it – has gone the way of the dinosaur (literally and figuratively). Today, affluent travelers are rejecting the commonplace, seeking way-off-the-beaten- path bucket list experiences: did someone say dinosaur dig with a world-renowned paleontologist?

Bespoke travel is no longer about having the biggest and the most lavish. It’s about feeling rich and inspired through personalized, unique experiences not found in a guidebook, glossy brochure or even page- one Google results. It could be a once-in-a-lifetime trip to witness the Northern Lights, or a private dinner in an 18th-century castle complete with a celebrity chef. Because while cookie cutter might work for cookies, baked-in sameness no longer satisfies the distinct cravings of today’s affluent globetrotter.

And the more unusual the activity, the better. Well-heeled travelers are requesting everything from stargazing with noted astronomers to reaching the edge of space in a MiG-29 flight in Russia. Yet while space might be the final frontier, so are down-to-earth experiences where travelers can immerse themselves in the local culture. How does herding a flock of Cheviot sheep in New Zealand sound about now? And the accommodations travelers seek are as rare and experiential as the activities themselves, from spending the night in an igloo in Norway to sleeping in the Sahara under the stars.

Speaking of rest and relaxation, today’s high-end experiential travel is the stuff dreams are made of. With the CDC citing sleep deprivation a public health epidemic, getting your share of shut-eye isn’t a luxury, it’s a necessity. That’s why more and more upscale hotels offer sleep-related therapies dispensed by dedicated sleep curators and sleep butlers. Also provided: room aromatherapy options, pillow menus and linens that remove bacteria for a healthy slumber. After all, getting a restful night’s sleep is nothing to sneeze at.

Of course, this new definition of luxury travel isn’t reserved for couples and small families. Multigenerational travel continues to be a firmly entrenched travel niche, as more and more extended families choose to connect through shared travel experiences. Whether you choose a European villa for a celebration with loved ones, an African safari or snorkeling the Great Barrier Reef, a family trip will strengthen bonds and create memories that last a lifetime (remember that time in Australia when grandpa lost his swim trunks?).

John Steinbeck, who was moved by a desire to see his country on a personal level, once wrote, “People don’t take trips, trips take people.” Give today’s luxury travelers what they want – customized local experiences along the road less traveled – and there’s no telling where it could take you.

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The Story of Your Life Begins in Key West

By Dorn Martell

In a new video for Key West, the viewer is asked a simple question: “If you were to read the story of your life, would it move you?”. Makes you think, doesn’t it? Have you lived life to the fullest, taken chances, and chased your dreams? Luxury travel today is all about collecting experiences and in this new video, we explore everything from historical Old Town and it’s artistic treasures, to the magical world below the sea on North America’s only living coral reef. In Key West, you can experience innovative cuisine delivered directly from sea-to-table or “go pirate” and have rumrunners on a historical sailboat at sunset. Key West is best known for it’s funky spirit and laid-back atmosphere, but many people are not aware of the many upscale resorts, hotels and guesthouses that are available in Key West. If you want to make the story of your life more interesting, work on the next chapter in Key West.

“We are one” campaign brings visitors back to the Florida Keys

By Dorn Martell

A month ago we were dealing with the arrival of Hurricane Irma and now we are welcoming the arrival of visitors to The Florida Keys & Key West. We have received an outpouring of positive feedback for our new “We are one” television commercial as well as our radio campaign for the entire Florida Keys.

Hotels are filling up as soon as they come back online and we have seen our “We are one” message go viral on social media as well as in real life.

Though some areas in the Keys will take some time to get back to normal, the rate of recovery has been impressive. The resilience of the natural world can be seen in the green sprouts of the mangrove and buttonwood trees and the tenacity of the Keys people is visible everywhere you look. Come on down and see for yourself!

Tinsley Launches Post Irma Campaign for The Florida Keys

By Dorn Martell

As of today, The Florida Keys & Key West are open for business. It seems like it was only yesterday that the world was watching Category 4 Hurricane Irma bear down on the southern coast of Florida. It was a huge scare for all of us and our hearts go out to those who were affected by Irma (and Maria as well) but we’re doing our best to try and put this behind us and get back to business.

Our campaign will run on all media platforms, television, radio, newspaper, digital and on social media.

Our strategy is simple:  we will celebrate the resilience of the community, our connection to the natural world and our spirit of optimism. Things are getting better in the Florida Keys & Key West every day, and it is vitally important that visitors return to protect local jobs and support the economy of The Keys.

You will still find evidence of Irma through the Middle and Lower Keys, but hotels and restaurants are re-opening. The reefs are healthy and the shifting sands have uncovered previously unseen treasures. The tarpon are going crazy in the backcountry and boats full of Mahi are returning to port every day. The people of The Keys are strong, they are bouncing back and they can’t wait to see you again! If you would like to help, go to www.keysrecovery.org.