There has been a dramatic change in how we define the concept of luxury travel over the past few years, largely due to the current economic climate. The current climate has deepened the definition, making it much more multi-layered than it once was. It has pushed consumers away from conspicuous consumption towards more authentic, simple and genuine experiences that incorporate elements of environmental awareness and social responsibility. Sure, the traditional perception will always hold true for some travelers, but more and more travelers are valuing the personal element experienced on their travels. This begins from the preparation stages, the service they receive, the people they meet and the memories they return with.