2023 TRAVEL TRENDS - Scott Dunn’s insight on the year ahead
2022 was the year we rediscovered the joy of travel, with our guests exploring every continent, revisiting old favourites, finally taking those long-awaited postponed trips and reconnecting with loved ones all around the world. This voracious appetite for travel looks set to continue in 2023 with over 60% of guests stating that they ‘cannot wait to get on a plane and travel, the further the better’ in 2023 and a huge 80% growth in demand for three-week long ‘bucket list adventure’ trips in 2023 versus three years prior. Our specialist team is growing, our curated collection of destinations, accommodation and experiences is evolving and our guests are ready to get out and discover the world, all the while supported by our 35 years of luxury travel expertise. Read on to delve deeper into our predicted travel trends for the coming year – it looks set to be a special one.” Simon Lynch, Scott Dunn Global Sales & Product Director
GO WILD
2023 is the year to face our fears and get out of our comfort zone
Whatever fears our guests are facing in 2023, this will be the year to step out of the comfort zone and go wild - rediscover old favourites, explore new destinations, try new things, reconnect with the world and most importantly, with ourselves. For some, it’s embarking on that first solo trip post-divorce or taking their teenagers on an intrepid adventure through Central America. For others, it’s hiking through the Himalayas without any phone signal or braving a polar plunge in the ice-cold waters of Antarctica. In 2023 we’re going beyond the luxury tour operator remit of planning holidays to prescribing journeys for personal growth, each one as unique as our individual guests, no matter what stage of life they are at.
#1 Explore familiar destinations through a new lens
WHERE TO EMBRACE THE TREND
As Japan begins to welcome individual travellers again for the first time in over two years, Scott Dunn is excited to share several new itineraries and curated experiences that go beyond the typical tourist attractions to showcase untouched landscapes, immersive local experiences and authentic regional cuisine. From e-biking in Hiroshima to hiking the ancient Nakasendo Walking Trail, or timing a visit to take in the new Tokyo Gendai international art fair from 7-9 July 2023, our Travel Specialists can curate a fresh take on the classic Japan itinerary. It’s no surprise this incredible country was chosen by Scott Dunn guests as their #1 destination to visit in 2023.
#2 Get closer to wildlife than ever before
WHERE TO EMBRACE THE TREND
Voted as one of the top 3 reasons for travel in 2023 by Scott Dunn guests, wildlife encounters are always high on our guests’ bucket lists. Going beyond the classic safari, Scott Dunn are experts at curating immersive experiences that bring our guests closer to the natural world. Tracking telltale signs of the elusive jaguar in the Pantanal in Brazil; galloping on horseback through the African wilds alongside zebra and elephants; cruising the waterways of Zambia in an electric-powered boat on a ‘silent safari’ from Shawa Luangwa Camp; or flying by helicopter from the new Ultramarine expedition vessel to an 8,000-strong colony of Emperor Penguins in Antarctica. Wherever they travel to, our guests are looking to go beyond the usual wildlife explorations.
#3 The rise of Citizen Science
With over 80% of Scott Dunn guests ranking Responsible Travel as an important consideration when planning a holiday for 2023, creating a lasting positive impact for both people and the planet is high on the travel agenda. Guests are eager to get involved in ‘citizen science’ projects as a tangible way to create positive change through their travels. This involves getting out into the field to assist with ongoing research projects, be it testing for microplastics in the Galapagos Islands or learning about seagrass meadows at the new Six Senses Sustainability Camp in the Maldives - rainforests of the ocean that have an amazing capacity to store ‘blue carbon’ held in marine ecosystems.
#4 Travel to learn
WHERE TO EMBRACE THE TREND
Travel for Scott Dunn guests is not just about discovering a destination, it’s about seeing the world from a new perspective and enriching their lives through new ideas, connections and experiences. This is particularly true of families, who view a holiday as a chance to expose their children to new things and create core memories - be it tasting the local flavours of Sri Lanka during a cooking class, learning the art of caligraphy in Japan, bringing the history of ancient Egypt to life on a treasure hunt led by a renowned Egyptologist through the Karnak Temple or learning how to capture the perfect night sky image with a professional photographer in Chile’s Atacama Desert.
#5 Surge in solo
WHERE TO EMBRACE THE TREND
Solo travel is on the rise amongst Scott Dunn guests, with a 150% year-on-year increase in bookings for solo trips. Interestingly it is women who are leading the way, making up 60% of Scott Dunn guests who are travelling alone. These solo journeys range from wellness breaks to restore body and mind at serene retreats such as Amanzoe in Greece to bucket-list adventures further afield with other like-minded travellers, such as a photography safari in Botswana or a guided hike through Nepal. Wherever they travel to, the Scott Dunn solo guest relies on the reassurance, advice and local knowledge of their Travel Specialist to craft an itinerary that perfectly suits their needs, with personal safety treated with the utmost importance.
#6 Bringing the screen to life
WHERE TO EMBRACE THE TREND
From exploring the UK’s grandest estates featured in Netflix’s latest season of The Crown to jetting off on a Sicilian sojourn inspired by the new season of HBO’s White Lotus, film and TV show locations are continuing to fuel our guests’ wanderlust. In 2023, Scott Dunn guests will be on the trail of the year’s biggest releases including Dune: Part II - filmed in Abu Dhabi and Jordan - and the third season of Netflix sensation Emily in Paris, already inspiring our guests’ fashion-filled journeys to France in 2023.
#7 Stretch the Sterling
WHERE TO EMBRACE THE TREND
With the demand for luxury travel showing no signs of abating, Scott Dunn guests are eager for savvy tips to ensure they can get the best possible value from a luxury holiday in 2023. We’re keeping guests in the know with our top tips from taking advantage of stop-over flight routes to visit two destinations on one airfare, such as Istanbul & the Maldives, to visiting countries where the pound goes further like South Africa, as well as securing the best value flight fares by booking up to 11 months in advance.
#8 Rethinking ‘value’ post-pandemic
WHERE TO EMBRACE THE TREND
In the post-pandemic world, Scott Dunn guests perceive the value of a holiday in more than just monetary terms. Through the pandemic, we all gained a deeper appreciation of our personal freedoms and the joy and enrichment that travel can bring. Time is precious and having a personal Travel Specialist to take all the hassle away from planning that dream trip is of the utmost value to our guests. So too are the personal touches and moments of joy that only a Scott Dunn travel expert can pull off. Over the past year, our team organised a husky sledding birthday party for a young guest in Sweden; surprised a car- fanatic guest with a vintage Aston Martin in India; secretly delivered a grand piano to a multigenerational family’s Christmas villa rental in Mauritius so they could continue the family tradition of carols led by their grandfather on the piano - and these are just a few of hundreds of examples.
