Ryland Peters & Small, £22
05.09.2023 - 12:41 / forbes.com
In the face of record hotel rates that continue to grow, coupled with sustained high airline fares, some travelers feel they can no longer take a luxury European vacation. They are wrong.
After being locked down at home during the pandemic, it’s understandable that people got antsy and wanted to travel, and that pent up demand manifested itself with record airline bookings and an explosion in international travel. But it was the end of 2022 when adults started receiving vaccines, and more than two years after travel returned to somewhat normal, the frenetic pace shows no sign of abetting. The “new normal” in travel is here, and it’s more expensive. Especially in Europe.
I have been speaking to some of the nation’s best and most experienced luxury travel advisors -they don’t like to be called travel agents anymore - about this, and when it comes to hotel rates in popular European cities, the most common adjective I heard was “insane.”
I recently returned from Virtuoso Travel Week in Las Vegas, the nation’s premier industry conference for the luxury travel market. Virtuoso is the nation’s (and now that they have expanded into virtually every major market from South America to Australia, arguably the world’s) leading consortium of luxury travel advisors. I’ve written here at Forbes several times over the years about why you should use a travel agent/advisor, and anyone who cares about their luxury travel experience is kidding themselves if they go the DIY route. It doesn’t matter how much money you have, how savvy you are at the keyboard or how much you think you know about travel, going without profession help is almost always a mistake, period, and besides not having as good a trip, it can cost you money, leave you stranded or simply ruin a vacation. You can read more about why you should use a travel advisor here.
In any case, many of the very best advisors in the country belong to Virtuoso, and while they represent hundreds of independent agencies, by pooling their massive buying clout they have been able to negotiate serious extra benefits from hotels, cruise lines, tour companies and other travel operators, and these include practically all the big names in luxury travel (in 2022 Virtuoso said its members did $25-$30 billion in travel sales, and the first half of 2023 was 37% ahead of 2022, which was the best year ever). What that means is that by booking a hotel room through a travel advisor who belongs to Virtuoso, you might well pay exactly the same rate as if you book yourself, but get extras like late checkout, free breakfast, room upgrades, food or spa credits and so on. Those taking cruises can get even bigger freebies by booking through an advisor, such as multiple cabin class upgrades and
Ryland Peters & Small, £22
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