Following the launch of Helloworld’s Viva Gold offering, executive director of Helloworld and our reigning winner of the Travel Weekly Women in Travel Power List Cinzia Burnes chats to Travel Weekly about all things luxury travel.
This interview is part of Travel Weekly Luxury Roadshow series, taking place in Sydney on 17 March, Brisbane on 18 March and Melbourne on 19 March.
What makes Viva Gold standout in the luxury market?
VIVA GOLD offers a unique mix of true luxury high-end accommodation, unique experiences, strong branding, and deep customer connection. We offer exclusive partnerships, tailor-made itineraries, curate once-in-a-lifetime experiences and high-touch service to craft bespoke, hyper-personalised trips.
VIVA GOLD will give the Australian agent network the opportunity and support to go beyond just booking trips by offering transformational, meaningful experiences such as private access, behind-the-scenes experiences at Michelin-star restaurants, closed-door art viewings, or invitation-only events.
What can we expect from Viva Gold this year?
The Helloworld Travel Agent Network are seeing the ongoing demand for luxury products, and it doesn’t appear to be slowing down anytime soon.
From the increasing trend in Business Class travel to intimate small group tours, high-end accommodation which offers a personal touch before you even realise you want it, to bespoke experiences that make each traveller feel like the moment was crafted especially for them, today’s traveller is seeking ‘wow’ moments that create a lifetime of incredible memories.
To meet the needs and expectations of the Australian traveller, we are working to expand our preferred partner portfolio, from the exclusive alliance with Ensemble boutique travel agency consortium providing access to its global luxury hotel program, to expanding our product and destination range through new DMCs, we are also increasing our footprint in the luxury offering with expansion via our wholesale channels.
‘Ultimate Journeys by Viva Holidays’ offers small group touring featuring unique experiences inaccessible to independent travellers and is expanding its itinerary range in 2025 to include Europe and North America. ‘Viva Gold’ our newest edition to the suite of brands, will specialise in luxury product offerings with a dedicated brochure to come in 2025.
How do you see the lux market evolving in 2025?
Luxury travel in 2025 is all about personalisation, exclusivity, and sustainability.
High-end travellers want more than just five-star hotels, they want trips tailored to their exact tastes. Concierge services, private chefs, and custom itineraries based on personal preferences and bespoke adventures, from private yacht expeditions to curated wine and food experiences will be in demand.
Eco-conscious luxury is booming, and travellers are choosing regenerative travel where their trips positively impact the environment and local communities including high-end eco-lodges, rewilding safaris, and zero-waste resorts.
Popular luxury destinations are facing overtourism, so elite travellers are seeking under-the-radar spots: private islands, remote mountain retreats, and exclusive-use properties.
Luxury travellers aren’t just looking for relaxation, they are seeking transformational experiences such as retreats, longevity-focused programs, rejuvenation, and wellness resorts.
Instead of just visiting a place, travellers want to live it, this includes experiences like explorations, cultural immersions and connecting with locals and land.
How are you supporting agents in selling luxury?
We are also proud to support our agents even further by curating ‘Master Classes’ which focus on luxury offerings and showcases what is available, how to sell high-end products and build them into a once-in-a-lifetime holiday.
What does luxury mean to you?
Today’s concept or idea of luxury travel has shifted from material measure to a desire for immersion, connection, and experiences.
There is an expectation of quality appropriate to the environment people are in while still being ‘exclusive’. We still seek value, but it is seen as proportionate to the experience which is offered, it does evoke emotion and deliver something unique while providing the platform for a tailored, seamless journey, an opportunity to immerse in culture and connect with locals and land.
Luxury is about elevated experiences, having the freedom to choose exactly what you want, when you want it, without limitations. It’s not just about expensive things; it’s about exclusivity, personalisation, and quality. It’s the little details like perfectly tailored service, rare experiences, and the feeling that something was made just for you.
