News and Insights

Beyond Bling: The Rise of Quiet Luxury Marketing in Travel

May 22, 2025

A conversation with Debbie Flynn, London-based Managing Partner and Global Travel Practice Leader at FINN Partners. 

The luxury travel landscape is undergoing a profound transformation. No longer defined solely by opulence and excess, today’s affluent travelers are seeking more nuanced, meaningful experiences that reflect a shift toward what industry insiders call “quiet luxury.” I recently spoke with Debbie Flynn, whose expertise in global travel trends offers valuable insights into the evolution of quiet luxury marketing and what it means for both travelers and destinations.

Q: In your conversation with Uwern Jong, you mentioned Skift’s Megatrend about quiet luxury. What exactly does this trend represent?

Debbie Flynn: This isn’t about diminishing luxury—it’s about making it more intentional. We’re seeing a move away from ostentatious displays of wealth toward experiences that feel personally resonant and emotionally authentic to the affluent traveler. The mood has shifted from marble lobbies and name-dropping to intimacy and a sense of genuine belonging. Today’s luxury travelers prioritize quality and substance over splashy displays of prosperity, opting instead for understated elegance that delivers more meaningful sophistication.

Q: What does “authentic” actually mean in this context?

Debbie Flynn: It means emotional truth and cultural depth—the sense that you’re connecting with the spirit of a place, not just its polished image. It might be a hotelier introducing you to their favorite neighborhood bistro, experiencing a wellness ritual rooted in local tradition, or staying in a suite filled with artwork created by local artists.

These experiences often support local communities economically, which matters to travelers who are increasingly conscious of their impact. During COVID, when travel stopped, it was these communities that suffered most—no one was experiencing their culture or purchasing their artisan goods. The luxury traveler now appreciates that their spending can make a positive difference while still enjoying exceptional quality. It’s about understanding the joy of craftsmanship and simple things that may have taken time to produce, rather than focusing on glamour.

Q: What’s driving this shift toward quiet luxury? Is it economic factors, generational preferences, or something else?

Debbie Flynn: It’s many factors. We’re seeing a global mindset shift, with people changing how they evaluate and share experiences. The influence of nano- and micro-influencers has grown significantly—people are more likely to trust recommendations from someone relatable than sponsored content from major celebrities.

Generational preferences also play a key role. Millennials and Gen Z luxury consumers, skeptical of conspicuous consumption, approach luxury travel differently. They seek alignment with their values—sustainability, community support, creativity—and they’re more interested in how an experience feels than extravagantly displaying themselves “living their best lives” on social media.

There’s also a growing segment of travelers who have the means for traditional luxury experiences but are choosing alternatives that offer more distinctive, enriching perspectives rather than fitting into predictable tourism patterns.

Q: Can you share examples of destinations or brands that are leading this transformation? How can brands leverage quiet luxury marketing?

Debbie Flynn: Destinations that blend spectacular natural environments with carefully curated, comfortable experiences are particularly well-positioned. Oman offers experiences rooted in tradition around its desert dunes and mountains. South Africa’s private reserves, coastal retreats, and vineyard landscapes provide slow, sensory travel. Iceland’s quiet luxury lies in its raw beauty—think geothermal rituals at the Blue Lagoon with minimalist design. 

On The Bahamas’ Harbour Island and The Abacos, luxury whispers. These destinations offer a rare blend of beauty and restraint. Here, secluded beaches, heritage homes, and barefoot elegance create a refined escape for those who value presence over pretense. It’s where quiet luxury feels most at home.

For travelers seeking transformative experiences, the Middle East offers a rich tapestry of wellness traditions. The UAE presents an array of spiritual wellness practices that are deeply rooted in cultural heritage. Hammams—traditional public bathhouses—combine ancient purification rituals with modern luxury. Indigenous culinary delights like za’atar—a traditional spice mixture made from herbs, toasted sesame seeds, dried sumac, and sea salt—represents more than flavor; it embodies a profound healing philosophy. Authentic ayurvedic treatments, influenced by a significant Indian expatriate community, give a 5,000-year-old tradition new life amidst the UAE’s gleaming modernity.

In terms of accommodations, brands like Aman Resorts and Six Senses have pioneered approaches that accentuate harmony with natural surroundings, sustainability, and understated elegance. The hallmarks of successful examples are personalization, craftsmanship, authenticity, and an emphasis on the experience itself rather than documenting it for social media.

Q: Beyond accommodations, where else are we seeing this quiet luxury ethos emerging?

Debbie Flynn: What fascinates me about this movement is how comprehensively it’s reshaping the travel ecosystem—even traditionally showy sectors are embracing subtlety and substance. In aviation, Singapore Suites exemplifies this shift through discreet service and thoughtfully designed private cabins that emphasize comfort without ostentation. Four Seasons Private Jet has reimagined luxury air travel by focusing on customized journeys and attention to detail rather than superficial amenities. Even La Compagnie—an all-business-class airline—has succeeded by providing refined service without flashy tactics.

The dining landscape reflects similar values. Kaiseki restaurants in Kyoto have long practiced a culinary philosophy that leads with seasonality and meticulous presentation. El Celler de Can Roca, despite its world-class status, offers cuisine in a space deliberately designed to feel warm and unpretentious. Relais & Châteaux restaurants worldwide maintain their commitment to local ingredients and regional character.

Experiential offerings perhaps embody quiet luxury principles most powerfully. Tennessee’s Blackberry Farm celebrates agricultural heritage and farm-to-table dining amidst pastoral tranquility—a profound luxury in our hyper-connected world. The Royal Mansour in Marrakech was designed for service to flow through hidden pathways, allowing staff to remain virtually invisible while anticipating diners’ needs. This approach mirrors the Japanese concept of omotenashi—anticipatory hospitality where needs are met before they’re expressed. These experiences deliver value through thoughtfulness rather than showiness, creating memories that resonate long after the journey ends.

Q: Recent reports suggest fashion might be moving toward bolder, louder expressions of wealth. Do you see travel following this pattern?

Debbie Flynn: While there’s certainly space for statement hotels—like the upcoming Louis Vuitton property in Paris—the prevailing mood in luxury hospitality continues to be one of refinement and personal experience over spectacle. In fact, travel may act as a counterbalance to fashion’s more ostentatious trends.

Q: Do you think economic changes in the coming year will affect this trend?

Debbie Flynn: Even in times of economic uncertainty, luxury travel tends to remain resilient. What changes is the tone, and travelers become more discerning. Quiet luxury appeals in such moments because it signals value, taste, and discernment.

Q: How should travel marketers effectively position themselves within the quiet luxury space?

Debbie Flynn: The key is to sell the feeling, not just the room. Focus on narrative creation, atmosphere, and insider access that delivers emotional connection. Use language that evokes the experience—words like ritual, rooted, curated, and intimate resonate with this audience.

Avoid clichés—these are seasoned travelers who have likely seen and heard it all. They’re looking for intelligence, savviness, and insider access that lets them experience destinations authentically, perhaps during shoulder seasons when they can avoid crowds while still enjoying optimal conditions.

Secondary cities and off-the-beaten-path regions are seeing increased visitation precisely because of this trend. For quiet luxury marketing, travelers aren’t followers—they’re seeking distinctive experiences that reflect taste and discernment, not just wealth. The most successful marketers understand that this shift isn’t about rejecting luxury but redefining it for a more thoughtful, intentional era of travel.

Stay up to date on best practices for PR and marketing.