Anti-Social Travel is a new trend shaped by our desire for reclusive and exclusive trips that promise seclusion and total privacy.

This is blended with an increased demand for family and group travel following several months of isolation and also a heightened awareness of sustainability and the impact of travel.

This era of socially distanced travel is a mindful and thoughtful one. After years of cheap flights, last-minute weekends away and a somewhat throw-away attitude to holidays, people have been reminded about how precious our travel opportunities really are, and when combined with rare time with loved ones, trips are now a highly treasured and emotional commodity that should be communicated differently, and with more care, by ourselves in the industry.

Private transportation (in the luxury market this could be by yacht or private jet; in the middle market this is touring and car rental), secluded hotels, residential hideaways and far-flung destinations will do particularly well in this new landscape. The return to slow travel is also excellent news for campsites, less-travelled regions and domestic travel. Holidays may also be longer, perhaps blending home-working with leisure.

So, how can hoteliers adapt? I’ve compiled a few ideas below. For more tailored advice, get in touch with Hannah at hf@hotelpalette.com to schedule a free audit.

Anti-Social Dining Club

As private dining becomes a more competitive landscape, it’s clear that immersive dining experiences and picturesque locations have an edge over the rest. Consider offering privately catered dinner parties for small groups within your hotel grounds, or create a show-stopping tablescape within the hotel that will elevate any occasion into a magical and, crucially for your marketing effort, an eminently shareable experience. Think: floral installations, antique glassware, soft linen napkins, cheerful ceramics and hand-written place cards.

Irresistible Itineraries

Design a road trip itinerary with your hotel on it. If you’re not in a rural location, place yourself at the start of the route and incorporate more secluded stops including places to stay, eat, drink, hike, shop, wild swim. A partnership with a car or minibus hire company would work well, here.

Collaborations

A city centre hotelier could partner with any number of rural holiday cottages to offer the luxury hotel experience away from the crowds. This could include luxury toiletries, and interior styling in line with your main property, a private chef or workshops with a local florist, woodworker, ceramicist or watercolourist.

Hut Life

Some hotels, including Artists Residence and The Pig Group, have installed independent shepherd’s huts or glamping pods within their grounds to offer guests completely private accommodation with the promise of hotel-quality beds, toiletries and interiors. More permanent structures include Limewood’s cabins, the Lake House at Gilpin and treehouse at The Fish Hotel, all of which also promise a luxury self-contained stay.

Private transfers

Hoteliers could consider offering a more comprehensive ground transportation service to eliminate the need for public transport. This could include minibus transfers from city centres for groups, or classic car hire and chauffeured tours for affluent couples.