Luxury brands who have something to hide have everything to fear. The free flow of information has made the idea of perpetual secrets obsolete. Brands can either choose transparency or have it thrust upon them, but can no longer claim ignorance. True sustained success in the marketplace comes from sharing a traceable story that delineates the social and environmental impacts of their supply chain and remains accountable for its choices.
Luxury shouldn’t be about laziness, or theft of creativity from competitors, but about thoughtful inspiration from within the luxury brand that stays true to its individuality. Finding inspiration in its own history and story and iterating to remain authentically relevant.
The luxury consumer previously defined luxury by an abundance of choice. Today’s consumer is overwhelmed with information and now defines luxury by being offered a curated list of the best options. These options must be compiled by a true tastemaker and/or early adopter who points the consumer in the direction of their interests and values without all the noise of the competition.
In the past, the luxury brand was often conveyed in its own singular voice. Today, consumers are actively contributing to a brand’s narrative, and sharing their own interpretations, which become part of that brand’s identity. Luxury today is about having a real, authentic, and interactive conversation within the marketplace, while providing educational content to satisfy the desire to access the brand in the first place.
Many luxury brands have traded in the slow burn of artisan creativity for fast luxury in search of a quick profit. Luxury today is defined by a return to the art of slowing down and being present with a special product or within an extraordinary experience. Anything truly luxurious is worth savoring for a few extra moments.
Old luxury was about counting calories, chemical sugar alternatives, clothing that held you in and up, and workouts that pushed the body, often devoid of thoughtful direction. Today’s wellness focuses on mental, physical, and emotional health. It’s about food programs that respect differences in our genetics, values, and lifestyle goals. It’s about exercise regimens that are thoughtful and promote long term flexibility, mobility, cardiovascular health, and strength.
Historical stereotypes that exclude on the basis of race, religion, gender, and sexuality have garnered considerable criticism and turned brands that were once staples into pariahs. Today’s messaging needs to be one of inclusion, respect, and equality – one that reflects the new world order that contemporary movements have righteously fought for and expect.
Old luxury was about creating standardized experiences where the consumer knew what to expect and was looking forward to it. Today, the new luxury is about creating personalized moments that celebrate individuality. This is notably visible across verticals such as hospitality where the large luxury chains were aspirational and hotels sought recognition for having features like the largest pool in the region. New luxury is about the boutique property, the sommelier that knows your favorite wine, and the hotel room that has a sense of place before you even open the drapes.
The true ethos behind luxury is quality craftsmanship & longevity – buy it once and you’ll have it forever. It’s about savoring that family heirloom because, less really is more, when each thread is pure and precious.
History and heritage will always play critical roles in defining a luxury brand. Luxury must continue to cling to these notions but think of them as life rafts rather than anchors. An anchor holds you in place as the tide passes by, while a life raft keeps you afloat and moves with the tide. New luxury is about iteration. It’s about learning how your product maintains its core values while staying relevant, exhilarating, and inspiring on the journey from past to future.
Luxury brands often prioritize relationships with consumers in the physical world while neglecting their community in the virtual space. This leads to sterile websites, unanswered comments on social media, and a faux-mystique that pushes people away rather than drawing them in. Luxury brands must develop a consistent connection with consumers by empowering the relationship between physical and virtual and form a cohesive message that merges both realities.
Indulge is the message consistently pushed forward by old luxury, yet the consumers they seek are much more multifaceted than simply desirous of self-indulgence. New luxury brands should seek to engage with consumers on a variety of levels – including their lifestyle and social values. Consider the flooded airline space and one illustrative example of one of the world’s largest airlines who seeks to connect with its consumers based on being the first to adopt same sex partner benefits and non-gender binary booking options. Luxury messaging speaks loudest when aligned with multiple layers of its sought after consumer.
A rock-bordered pathway winds through blooming meadows, crisscrossed by rushing rivers, leading you to your own personal haven - Singita Kwitonda Lodge, a sumptuous retreat nestled in the steep slopes and misty peaks of Rwanda’s Volcanoes National Park.
Step inside open lounges that seamlessly flow to covered verandas - each complete with outdoor fireplaces and heated pools. Soft touches such as glowing candles, scented oil burners, and plush furnishings create a romantic atmosphere, while floor-to-ceiling glass doors and windows invite the remarkable outside in.
Anticipation and excitement can be felt at all times throughout the estate, knowing that more than a third of the world’s mountain gorillas await in the jungle-cloaked hills just outside your door.
Get in touch with @thelegacyuntold to start planning your next great adventure.
📸 @singita_
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No matter how many safaris you’ve been on, nothing stays with you quite like having breakfast or tea with the residents of Giraffe Manor.
A stunning turn-of-the-century stone mansion with 12 rooms, this ivy-clad retreat is home to half a dozen friendly giraffes that poke their long necks into the large windows to interact with guests.
Set amidst acres of indigenous forest, the retreat offers sanctuary to the endangered Rothschild’s giraffes that wander the grounds. Stroll across the front lawn of the house, and you will reach the AFEW (African Fund for Endangered Wildlife) Giraffe Centre. Here, visitors can get up close and personal with the world’s tallest species and participate in various conservation efforts.
Each room in the manor is unique and complete with its own personal touches. Spacious patios offer the perfect setting for sun-drenched lounging, crackling fireplaces invite cozy late-night conversation, colorful antiques speak to the manor’s rich history, and some rooms even boast garden-facing balconies, allowing you to interact with the giraffes at all times of the day.
At @thelegacyuntold, we specialize in crafting experiential journeys. As luxury-loving, curious global nomads, we meticulously seek out the world’s finest hotels and travel experiences. Our passion lies in designing and tailoring each trip to the unique needs of our travelers.
Get in touch now with @thelegacyuntold to start planning your next legendary safari.
📸 @thegiraffemanor / @tia_mallia / @katarina_mandarina / @thesafaricollection /@urbanskript
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Slowly make your way down a gleaming andesite (volcanic rock) walkway, past sacred stone tigers, and through lush jungles to reveal Amandari - a remarkable Balinese retreat.
Thatched-roof suites open up on three sides to blooming garden courtyards and are complete with coconut and teak wood accents. For those seeking a little more space, the Amandari Villa is surrounded by cascading rice terraces and beautiful views of the river valley below.
With its idyllic setting on the Island of the Gods, Amandari is perfectly placed to offer a culinary experience that showcases Bali’s wide array of seasonal produce and unique flavors. Chefs handpick the freshest ingredients from their own organic garden and local farms, and freshly caught seafood arrives daily from the shores of the Indian Ocean.
Spend a peaceful morning or afternoon with a local Balinese artist for a private painting session, dive or snorkel across the Equator and back again, or simply lay out on a sun-drenched bamboo porch.
Get in touch @thelegacyuntold to start planning your next great escape.
📸 @amandari_resort / @robwandering / @wijaya83
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Paragliding in Ölüdeniz, Türkiye is an exhilarating activity that allows you to experience the breathtaking views of the coastline and the famous Blue Lagoon.
You’ll take off from Babadağ Mountain, a geological marvel that happens to have incredible thermals and ideal conditions for paragliding.
Once in the air, you’ll soar above the city’s stunning landscapes, including the picturesque canyons, pine forests, and olive groves that line the coast.
With the opportunity to fly tandem for up to 45 minutes, you’ll have plenty of time to savor this once-in-a-lifetime moment.
Paragliding in Türkiye combines adrenaline, stunning views, and the thrill of flying, making it a must for any intrepid traveler to the region.
Get in touch @thelegacyuntold to start planning your next great adventure.
📸 @mselcukoglu
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New Zealand stands out as one of the most unique destinations on Earth, where scenes of sweeping, verdant landscapes and pristine wilderness abound.
This rugged and remote South Pacific island nation is the world’s last landmass to be settled by humans, and sheep still outnumber people 10 to 1.
When you’re surrounded by New Zealand’s stunning scenery, every activity feels like it’s been turned up a notch. Go sailing, jet boating, or ride an inflatable kayak along pristine bodies of water flanked by some of the world’s most awe-inspiring mountains. Soar in a helicopter from atop a glacier over Milford Sound and then touch down for a picnic on a quiet black sand beach.
Too many choices is a good problem to have… let us solve it for you.
Get in touch @thelegacyuntold to start planning your next great adventure.
📸 @the.lindis
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Once you walk through the gates of Aman Kyoto and make your way along its driveway lined with trees, you’ll be surrounded by green woods, crisscrossed by flowing streams and mossy paths.
Gardens bursting with cedar, camellia, and maple trees complete the idyllic picture, setting the stage for the perfect getaway.
Despite its sprawling grounds, Aman Kyoto still offers a sense of intimacy. Only 26 accommodations are nestled throughout six guest pavilions, each inspired by traditional ryokans.
Minimalist rooms feature tokonoma alcoves, tatami mat floors, hinoki cypress wood ofuro tubs, lavish rain showers, and underfloor heating. Floor-to-ceiling windows frame the surrounding forest, serving as a constant reminder of the magical environment you inhabit.
A similarly fine balance between ancient and modern is struck in the superb, spring-fed onsen bathhouse and spa. The healing mineral waters are the perfect way to start your morning, prepare for a spa treatment, or unwind after a day of exploring.
Our founder @mark_lakin has been Travel + Leisure’s A-List Top Travel Specialist for Japan since 2016.
Get in touch @thelegacyuntold to let Mark and his team plan your next legendary trip to Japan.
📸 @aman_kyoto / @majalaxdal
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While their sheer size, at times exceeding 660 lbs and 10 ft long, is enough to impress most wildlife experts, tigers conceal even more remarkable secrets behind their elusive nature.
Not only can their whiskers detect changes in air pressure, enabling them to navigate the darkness and sense the presence of prey moving through dense vegetation. Their stripes, more than just camouflage, also double as a built-in thermostat.
By strategically absorbing sunlight, they regulate their body’s temperature, enabling them to thrive in both scorching heat and frigid winters.
Witnessing these impressive hunters in their natural habitat is a rare privilege.
Get in touch with @thelegacyuntold for a chance to see them up-close.
📸 @dpmahesh_dp
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Coined as the cradle of civilization, Egypt has beckoned visitors since ancient Romans traveled to marvel at the impressive pyramids and sail down the winding Nile.
The sites that drew them across the Mediterranean two millennia ago still stand today: the temple complexes in the Valley of the Kings, the pyramids of Giza along with their great sphinx, the imposing height of Mount Sinai, the citadel of Alexandria and much more.
On your next intrepid journey with @thelegacyuntold, whether you’re savoring tea in a bustling bazaar, exploring ancient wonders, or simply watching the sunset over the sweeping Sahara, you’ll trust us when we say that every moment in Egypt is one to remember.
Get in touch @thelegacyuntold to start planning your next great escape.
📸 @krimamr
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Located on a private 30-acre estate surrounded by mountains and vineyards, La Residence sets the benchmark for luxury accommodation in South Africa’s celebrated Cape Winelands.
Constructed with a grand scale in mind: triple-height ceilings, black-and-white marble floors, enormous chandeliers, wide verandas, and stunning mountain views.
The 16 extravagant suites are complete with French and Asian antiques, fantastic local art, and Persian carpets—from a pink and lime green boudoir to a palatial honeymoon suite lined with white marble; each has its own personality.
Guests dine alfresco during the day, while dinner is a theatrical event by candlelight, with high-backed ruby banquettes, and local wines paired with the simple but well-executed menu.
Spend your days relaxing by the pool, meander from estate to estate sampling fine wines and local artisanal produce, relax with a book from the library in one of the sublime lounges, or put your feet up and lie back under a perfectly manicured palm while enjoying the sound of soft jazz being played nearby.
Get in touch with @thelegacyuntold to start planning your next great escape.
📸 @laresidenceca / @marcoferri5 / @wonderwanderlust / @tugsu____
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A stunning archipelago comprised of 115 islands (of which only 26 are inhabited), scattered across the Indian Ocean - welcome to the Seychelles.
This tropical haven lays claim to several of the world’s most beautiful beaches, from sweeping white sand expanses to hidden coral coves.
Beneath the surface of these endless sandy shores, the world’s oldest islands indeed reveal remarkable geological features.
Everywhere you look, massive granite boulders rise dramatically from the earth. As fragments of the ancient supercontinent of Gondwana, these boulders predate Pangea, breaking off from India roughly 75 million years ago.
Hop from island to island - from the beaches of La Digue to the lush jungles of Praslin. Complete your adventure by climbing and lounging atop these dramatic rock formations and look out onto unobstructed endless ocean views.
Get in touch @thelegacyuntold to start planning your next magical escape.
📸 @emmett_sparling
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When a baby elephant’s mother is illegally poached for her ivory tusks, the tragedy is compounded when her calf is left with no means to get milk to survive.
Offering a critical solution to this problem is the Sheldrick Wildlife Trust, a preeminent conservation organization with the most successful elephant rescue and rehabilitation program in the world.
We can arrange special access for a private visit with the sweet orphaned baby elephants at Sheldrick’s renowned nursery in Kenya where you can feed the calves bottles of milk and play in the mud.
This short stopover during a safari in East Africa may only last an hour, but we’re quite sure it will be one of the most memorable highlights from your trip.
Get in touch @thelegacyuntold to start planning your next conservation-minded adventure.
📸 @sheldricktrust
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From sun-soaked rooftops and private pools to outdoor showers and grey limestone decks, Little Kulala`s 11 suites provide an intimate refuge in one of the world`s most remote locations.
Exclusive-use gates open directly onto the burnt red dunes of Sossusvlei, making this retreat the perfect base from which to explore the extraordinary untamed wilderness that surrounds it.
Elusive leopards, black rhinos, playful meerkats, and spotted hyenas all roam right by your front door.
The thrill of adventure here is unmatched…climb an 1,000-foot dune and gaze upon the famed Namib Sand Sea. Float above the world’s oldest desert (55 million
years to be exact) in a hot-air balloon as the sun pierces the horizon, and embark on nature walks and game drives across otherworldly landscapes.
The magic continues after dark as you lay your head to rest under a star-invaded sky from your private rooftop
« skybed ».
Live for the moments that take your breath away and get in touch @thelegacyuntold to start planning your next great escape.
📸 @leaopardadventures / @wildagain.africa / @hello965 / @luxusinafrika / @african_mag
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