Travel is like painting a house: Boulding

Travel is like painting a house: Boulding
By Hannah Edensor


A house is no good if you keep painting over the old stuff, and in the same tone, no product will prosper from stacking the new on the old.

“Quality and value are two words we need to apply to products,” Insight Vacation’s CEO John Boulding told Travel Weekly.

As travellers’ desires evolve, so too does Insight Vacations, Boulding added.

“We’re recreating ourselves, and shedding ourselves of unnecessary layers, because if you just keep adding it’s no good,” Boulding said.

“You’ve got to go back to bare wood, apply a primer and give it a fresh coat of paint.”

A prime example of this is how the Luxury Gold itineraries have been structured to focus on four key pillars, with accommodation first priority, followed by dining, experiences and service.

“We know dining has overtaken wine tasting as the number one experience,” Boulding told TW, adding that it’s the current trends that help shape the latest collection.

But that’s not all they’re channelling. Boulding said luxury travel is no longer out of reach, meaning luxury travellers are spanning to varying generations.

“Luxury is very attainable now,” Boulding told Travel Weekly.

“We’re targeting the lower tier of millionaires, which is every home owner in Australia, or every home owner in Sydney at least.”

“On top of that, the high net income group in Australia is actually growing.”

The key target market does continue to be a “retiring market”, with the “baby boomers increasingly retired, up to 18% in 2016,” Boulding added.

And as “growing opportunity and growing affluence has come together”, he sees this as a bigger market, and a more important travel client.

When it comes to travel, Boulding said “why not do it the same if not better than at home,” particularly as Aussies are already used to a high standard of living.

The new products focus on authentic Signature Experiences, the finest hotels, Michelin-starred dining, iconic attractions and attention to detail.

“Luxury Gold is the fulfilment of a dream,” Boulding said.

“It brings true attention to detail, exceptional service, outstanding quality and above all, superb value and it is these qualities that make Luxury Gold the best in the world.”

“It’s about style at the end of the day, and that sits at the heart of Insight Vacation’s philosophy. And we think the Luxury Gold product delivers that in every single way.”

To see the elegant new Luxury Gold journeys, spanning Europe, India, Bhutan, Nepal, the US, Hawaii, Canada and South America, head to the website.

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