25/08/2026
π LETS TALK TRAVEL RECOMMENDATIONS..
Something is shifting in luxury travel, and it isn't really about travel at all. It's about trust.
The latest thinking on trust worldwide points to the same thing again and again, people are trusting institutions and big names less and trusting the people around them more.
Recommendations from someone they know. A small relatable creator they follow. An advisor who's actually stayed somewhere and not just sold it.
We're seeing this play out in how people book. A few years ago, the brand name did the reassuring.
Four seasons, Aman, the familiar names that meant "this will be good". They still carry weight, but it's no longer doing the job on its own.
What we're noticing instead is openness to the properties nobody has heard of as long as someone they trust vouches for it. A six room boutique in Provence over a 200 room resort, because someone whose taste they respect said it was a must visit.
The logo, it means less that it ever has. The person recommending it matters far more.
It's changed how we think about what we do. Less βhere's the big name" more "here's what we've experienced and here's where we would send you instead". That's always been our job, but it feels like the industry is finally catching up too it.
Where are you finding recommendations just now? What platforms are you using most?
Let me know in the comments! X
