Forget assumptions about what a 'high-value visitor' looks like.

The new part luxury, part basic traveler is a real contrast:

- They might book a Contiki trip but with business-class flights.

- Or want remote camping but arrive via helicopter.

- Road-tripping in a campervan but dining at the best restaurants?

- A off grid wellness retreat but with their own villa and private pool.

These are some of the demands coming from "non millionaire travellers" who now account for more than a 1/3 of the luxury tourism market (Mckinsey: Now boarding: Faces, places, and trends shaping tourism in 2024).

They're younger (under 40), aspirational, and are unlikely to own their own home.

Ultimately, they’re redefining lux as value driven, experiential, and memorable (not just expensive).

To keep up, tourism businesses can give options that try and meet the requirements of being both simple and aspirational.

Partnerships (eg high end business with low price operator) would be a great way to ensure you can capture some of this growing market.