Travel is undergoing a reset. The traditional holiday of cocktails by the pool and indulgent buffets is being replaced by something deeper and more restorative. Today, wellness is not a passing trend, it is a driving force in the industry. According to the Global Wellness Institute, 77% of travellers now actively seek wellness elements when booking a trip. With the global wellness travel market forecast to hit $1.3 trillion by 2027, this shift is far more than a luxury add-on. It represents a fundamental change in how we define travel itself.

We all know that sustainability isn’t the sexiest topic in luxury. It doesn’t sparkle like a diamond, nor does it have the allure of a Michelin-starred meal or the thrill of slipping into a perfectly cut cashmere coat. But that’s precisely the problem. For high-end brands, sustainability shouldn’t be about selling an eco-friendly message—it should be an inherent part of the production, end product and experience, woven into the fabric of what makes luxury desirable.