Personalized Services Keep Luxury Travel Attractive

Astrid Oberhummer is a well-founded hotel expert and industry insider who has been working successfully in the luxury hotel industry for over 25 years. She is CEO and founder of the company Lobster Experience that has been born from a vision of a unique premium luxury travel network that would embrace providers, journalists, bloggers, tour operators and travel agencies. Diplomacy&Trade caught up with her during her recent visit to the Hungarian capital.

Astrid Oberhummer has been active in the premium travel industry for quite some time, so she has quite an insight into how this category has evolved over time in terms of the demands of travelers.

“Over the years, we’ve witnessed significant shifts in luxury travel, with a marked move towards more meaningful and responsible experiences. Travelers today seek not only luxury but also authenticity, sustainability and personal enrichment in their journeys. There's an increasing demand for travel experiences that align with personal values, and guests expect their luxury experiences to be mindful of the environment, culture and local communities,” she highlights.

Sustainability as a deciding factor
Regarding the latest trends in luxury tourism worldwide, the expert points out that one of the most significant trends is the growing emphasis on sustainability in luxury. “Sustainability has become a deciding factor for travelers when selecting destinations or accommodations, with clients now expecting to see real efforts from both destinations and hotels. Many luxury resorts and hotels are therefore adopting eco-friendly practices, responding to the desires of travelers who want to indulge in luxury without compromising the planet. Nowadays travelers from the GenZ generation are even prepared to pay premium for sustainable travel.”
She adds that cultural depth has also become a key focus. More travelers are seeking authentic connections with the local culture, which enriches their travel experiences and allows them to engage deeply with the places they visit.
Another key trend, she says, is the growing importance of wellness and self-care. Health and well-being have surged in priority, particularly after the pandemic, as travelers look for longevity retreats, personalized health programs and experiences that support their mental and physical health. “Lastly, the rise of Digital Detox retreats is noteworthy. Many luxury travelers are choosing to disconnect from the digital world to immerse themselves in nature and enjoy a truly mindful and rejuvenating experience,” she stresses.

Loop
Astrid Oberhummer has been organizing the luxury travel trade fair 'Loop' for the past decade. She explains that “the name 'Loop' symbolizes the interconnectedness of our community and the luxury travel ecosystem. It represents a continuous, harmonious flow – a principle rooted in energy that reflects how everything in luxury travel is interdependent. At Loop, we bring together the best B2B buyers and suppliers to foster meaningful connections, enabling collaboration and mutual success. Our goal is to create an environment where knowledge and innovations are shared, and collaborations are sparked to drive the industry forward.”

The Lobster Experience
With a partner, she founded 'Lobster Experience' the mission of which is to unite the luxury community and offer independent partnerships for those interested in the luxury segment. Adding to that mission summary, she also emphasizes the aim to build bridges within the luxury travel trade. “By uniting professionals from different sectors of the industry, we strive to foster business growth, cultivate innovation and create lasting partnerships. Through these collaborations, we strive to shape the future of the luxury travel industry and enhance the experiences we offer to travelers worldwide.”

Building and fostering partnerships
Astrid Oberhummer is known to be committed to building lasting partnerships and promoting innovation. Regarding the importance of these in the luxury travel market, she underlines that
building lasting partnerships and promoting innovation are critical in the luxury travel market to meeting the diverse and evolving needs of each generation. “Each generation – whether Gen Z, Millennials, Gen X, Baby Boomers, or the Silent Generation – has distinct expectations when it comes to luxury travel. Millennials, for example, are known as ‘multi-optional luxury super travelers’ who demand uncompromising quality, personalized service and unique offers. They are willing to pay top prices for exclusive experiences such as private villas and luxury cruises, while also expecting seamless digital integration.”
She points out that by fostering partnerships, the luxury travel product/service/hotel will be able to offer tailored, high-quality experiences that resonate with the expectations of every consumer generation. Innovation ensures that luxury offerings remain relevant, especially as younger generations prioritize new types of experiences including digital services over traditional luxury elements. “By staying ahead of trends, we can offer unique, personalized services that keep luxury travel attractive to all the generations, ensuring both relevance and growth in a competitive market.”

What Hungary offers for luxury travel
As for the purpose of her visit to Budapest and her view of Hungary's emerging role in the global luxury travel market, the expert reminds that Lobster Experience visits the Hungarian capital “twice a year for our LOOP Roadshows, and last year, we held the LOOP Leisure and MICE event here, where we brought together over 100 suppliers and 100 buyers. Hungary has immense potential for luxury travelers. While Hungarians love to travel to ocean destinations like the Maldives or the Middle East, there’s also an increasing interest in exploring long-haul destinations. The Hungarian market is important for luxury travel as these travelers appreciate exclusivity and high-end experiences.”
When asked about what she thinks needs to be done by the Hungarian actors of the travel industry to increase the country’s role in the luxury tourism market, Astrid Oberhummer is of the view that “Hungary already boasts a fantastic travel trade community – educated, passionate, and eager to engage in continuous learning. The country is renowned for its culture, people, and cuisine, and it has a strong reputation in the global market. The Tourism of Hungary has been a proactive partner for us, and our delegates have thoroughly enjoyed their experiences here, particularly with the cultural heritage, delicious food, and warm hospitality.” She believes that Hungary's appeal is undeniable, and with further promotion and collaboration across the sector, it can certainly become an even more prominent player in the global luxury travel market. Additionally, Hungary’s countryside, especially places like Lake Balaton, offers a wonderful opportunity to showcase its unique offerings to luxury travelers.