The next big shift in luxury travel is not a place

After 15 years building Ellidore, Simon Blackford says luxury travel still moves in cycles. One year it is Japan. Another year it is St. Barts. But what stands out now is that the strongest demand is no longer only destination-led. It is increasingly theme-led. In the interview, Simon points to two themes Ellidore is investing in heavily right now: family travel and health and wellness.

Family travel has moved far beyond “kid-friendly.”

Simon says the family travel space has exploded, but Ellidore tries to take it much further than a nice family resort. The goal is to create experiences that feel expansive, imaginative, and specific to the child and family. That is why he talks about Galapagos experiences built around discovery, Lapland experiences built around wonder, and tailored city adventures built around a child’s personal interests. The point is not just keeping children entertained. It is creating trips the whole family will remember.

Wellness and longevity are no longer side categories

The second major shift Simon highlights is the rise of wellness, health, and longevity. He says that side of Ellidore’s business has exploded over the last 18 months, and the company has built longevity directly into its service mix. Ellidore’s website now explicitly positions longevity as part of the membership offering, which shows this is not a passing idea but a real strategic direction.

Why “slow travel” matters more now

Simon also makes a strong case for slow travel. In a world where everything is fast, optimized, and constantly moving, he argues that it matters more than ever to go somewhere and actually stay there. Relax there. Enjoy there. That ties directly into wellness. If the rest of life already feels like a sprint, a luxury trip should not feel like another one. His point is simple but important: lingering is not wasted time. It is often the most valuable part of the trip.

Better luxury travel often means saying no

One of the strongest parts of the conversation is Simon’s willingness to guide clients away from obvious choices. He gives a clear example with Italy. A client wanted to go to Amalfi, and Ellidore advised against it. Not because Amalfi is not beautiful, but because it can be crowded and predictable for a certain kind of traveler. Instead, the recommendation was Puglia. He makes a similar point about safaris, where the real luxury may be a private reserve rather than a famous lodge with twenty other vehicles around the same sighting. That is the difference between selling a place and advising a person.

Where luxury travel is heading next

Looking toward 2030, Simon expects wellness-led travel to grow even faster, especially as younger, wealthier travelers come through with different priorities. In his view, some will happily trade an old-school party trip for a holistic retreat in Thailand or a more health-driven escape. The luxury traveler of the next few years will still want beauty and comfort, but increasingly they will also want restoration, intention, and meaning.

Final thought

The future of luxury travel is not just about where to go next. It is about what kind of life a trip supports. Family connection. Better health. More presence. Less noise. That is the shift Simon Blackford sees clearly.

Listen to the full podcast episode to hear Simon Blackford explain where luxury travel is heading and why family, wellness, and slow travel are becoming more valuable.

https://flyironbird.com/private_jet_podcast/how-the-ultra-wealthy-buy-time-access-and-unforgettable-experience