Experiences are the new luxury frontier

A Boston consulting group research reveals that luxury is rapidly shifting away from “having” to “being” or “doing”, which means that a large part of consumers is moving from owning luxurious products to experiencing luxury.

According to AFAR magazine “Experiential travelers want to dive deeper into authentic, local culture, connecting with people from other cultures in ways that enrich their lives and create lasting memories”.

Luxury tourism is growing in revenues and prestige particularly among millennials.

They are a generation that is completely redefining what adventure means and they are looking at the world through a more global perspective.

According to the United Nations, 200,000 million of millennial tourists generate more than $ 180 billion in annual tourism revenue.

This generation is active and wants more than just a nice hotel to enjoy. It looks for destinations and accommodations that offer access to spas, courses and outdoor experiences.

The idea of racing down a thrilling ski run, enjoying mountain views, or perhaps floating in hot water pool surrounded by a soft blanket of snow is really attractive to millennials but also to experienced travelers.

Photo courtesy of Dolomitisuperski


And why not doing it in amazing Italian Dolomites?

There are places as Val di Fassa in Trentino Alto Adige or Gruppo del Sella in Veneto in which experiencing a vacation is possible not only for sporty people.

For instance, Cortina d’Ampezzo is known also for the elegant boutiques and antique shops in the principal street. Even the old architecture is really fascinating for those who want to spend some time walking around.

Photo courtesy of Infodolomiti.it

Cortina has further broadened its appeal by developing new experiences; the Col Gallina refuge in Passo Falzarego offers the starlight room, a standalone double bedroom with walls and ceiling made of glass for an unbeatable stargazing experience.

Cortina also offers excursions on fat-tire bikes, plus snowshoeing excursions to a restored military camp with a guide in historic uniform.

Photo courtesy of Dolomitesskitour

Moreover, Sella Ronda is the perfect place for good skiers.

The circular network of lifts and tracks that leads to the resorts is developed around the Gruppo del Sella, a majestic limestone massif.

This is part of the Dolomiti Superski lift pass which covers 12 ski areas and about 1,220km of tracks linked by 450 lifts, plus the occasional bus ride.

As reported in the “International Report on Snow & Mountain Tourism” ski luxury tourism increased a lot from 2000’s. Contrary to the myth, you don’t have to be a ski-bunny to enjoy the mountain.

The travel options in Italy are many, even if these destinations are more laid back than their rivals in France, Switzerland or Austria.

So if you need an antidote to the time spent in front computers and to congested noisy cities, ski mountain tourism is a brilliant solution to experience alone or in company. Here fresh and clean air is a must.



“Afar” Website:


“Luxury Frontiers” Website:


“BCG Perspectives” Website:



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