“LUXURY has been hijacked”

luxury-hijacked-used-abused-millions-opportunity-travel-market

Ask yourself why does this feel like indulgence?

A moment of silence

A clean, safe place to sleep

Food without chemicals

A phone-free evening

Fresh air and green space

Because somewhere along the way, we normalized deprivation and started calling restoration a “treat.”

Billionaires pay millions for what should be basic.

● $250,000-a-week private island retreats just for the sound of silence.

● Ultra-luxury resorts where Wi-Fi is banned on purpose.

● Private wellness bunkers built into mountains for “anti-people” therapy.

● Forests bought not for development, but for solitude.

● Silent architecture designed for “acoustic luxury” at $5,000 per night.

Maybe the boldest innovation in hospitality and travel isn’t creating new indulgences it’s making the basics feel normal again.

So, here’s the challenge for tourism, hospitality, and policy leaders:

Don’t design “luxury” around status. Design it around sanity.

Return to what always mattered – access to calm, space, nourishment, and dignity.

And deliver it with intention, not inflation. If the basics feel like indulgence, the system is broken.

Let’s make wellbeing, silence, and clean air feel normal again.