The rise of ‘air cruises’, the latest travel must-do for the mega-wealthy
Forget a holiday on water – uber-rich travellers are now taking to the skies instead. Charlotte McManus delves into an emerging trend that guests whisks away on once-in-a-lifetime experiences with a six-figure price tag
Think of a cruise holiday and what do you picture? At the very least, the setting would be water. But for those with the cash to splash, it means something very different – with the latest ultra-luxe travel trend now cruising at 41,000ft.
Extremely exclusive and exceptionally expensive, air cruises are on the up amongst the super-rich, combining the speed of air travel with the multi-destination allure of a conventional waterborne voyage. Passengers bask in the plush surrounds of a private aircraft, transcending even the top-class seats found on commercial flights.
Air cruises remain highly niche, emerging on the high-end travel scene in recent years, with demand growing amongst the moneyed classes in the wake of the pandemic. Now, a spate of “once-in-a-lifetime” experiences has hit the market for 2024 and 2025, complete with bucket list-ticking itineraries that allow guests to see vast swathes of the globe at their own pace – and in the utmost comfort.
“You can sit back and see the world without putting any effort in. Everything is managed for you – it’s the ultimate seamless travel experience,” says Jenny Southan, founder of travel trend forecast agency Globetrender. “You never even have to come face to face with the public if you don’t want to.”
Such elite jaunts don’t come cheap. Prestige tour operators, such as Safrans du Monde, Abercrombie & Kent and Pelorus, are touting globe-trotting expeditions for five, six, or even seven-figure sums apiece. Top hotel groups are also getting in on the act, partnering with aviation specialists to elevate around-the-world adventures with stays at a series of their luxurious resorts.
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One example is Aman’s Jet Expeditions, which take place on a custom-fitted Airbus ACJ 319, designed to accommodate a maximum of 16 guests. Its 2024 programme includes a seven-country, 21-night itinerary – The Grandest Tour: Tokyo to Greece – covering Japan, Laos, Thailand, Bhutan, India, Turkey, and Greece. Prices start from an eye-watering £141,394 per person. Alternatively, the Around the World in Three Continents excursion (from £154,083pp) includes hot air ballooning in the Atlas Mountains, dolphin-spotting in the Indian Ocean, and meeting geisha in Kyoto.
“You cannot fly commercially between the destinations on our private jet expeditions,” says Catherine Heald, co-founder and CEO of Remote Lands, Aman’s travel partner. “The only way to combine them in a single itinerary is to fly privately.”
Meanwhile, those booking onto the Four Seasons jet are each assigned a “guest services manager” to organise every stage of their trip. They also have access to a 24/7 personal concierge, dedicated luggage concierge, and physician. Four Seasons’ forthcoming World of Adventures tour costs approximately £173,153 per person and covers eight countries over 24 days. Highlights include gorilla trekking in Rwanda, mountaintop meditation in the Seychelles, and sailing the Galapagos Islands aboard a private ship.
“‘Ultra high net worth’ travellers are looking for immersive, one-of-a-kind travel experiences and the ability to reach far-flung destinations in a relatively short time, without the hassle of trip planning,” says Marc Speichert, chief commercial officer and executive vice president, Four Seasons. “We blend those needs with once-in-a-lifetime journeys that can be personalised for every passenger according to their unique desires.”
It’s the ultimate seamless travel experience
For those who can afford one (and even if you can’t), the appeal of an air cruise is obvious. Guests can zip to numerous destinations in record time, without the complex logistics involved in accessing hard-to-reach locations, such as the north pole. In addition, they forgo the inconveniences of commercial air travel, such as delays and queues.
Whether the trip takes place aboard a private jet or a chartered Boeing, the on-board experience involves supremely comfortable surroundings, complete with flat beds and spacious socialising areas. Other perks may include Michelin-star cuisine, fine wine lists curated by expert sommeliers, and airborne workshops or operatic performances.
At each destination, private transfers, tours, and expert guides are all par for the course, as are luxuries like helicopter rides and superyacht voyages. Consequently, air cruisers simply need to do little more but sit back, relax, and enjoy their highly curated ride.
As Guy Bigiaoui, CEO of Safrans du Monde, puts it, a guest only needs to arrive with “a passport, a smartphone, and their hands in their pockets”.
What’s more, the ultra-luxurious nature of an air cruise allows travellers to customise their dream holiday down to the very last detail – the sky really is the limit.
“Due to our expeditions’ small group size, and the inclusion of individual bespoke touring, no request is too big or impossible,” says Heald. Past Aman trips have seen guests tandem skydiving in front of Everest, guided by US military-trained jumpers and pilots able to navigate the site’s thin air, or taking over Siem Reap’s ancient Unesco world heritage site, Banteay Samré temple, for a private candle-lit dinner.
“One couple renewed their wedding vows at every destination on the trip – we organised a new ceremony for them at each stop, according to local customs,” adds Bigiaoui.
Of course, the aviation sector – particularly private jets – is facing increased scrutiny for its environmental impact, as pressure mounts to find greener alternatives to flying. Consequently, the companies offering air cruise experiences are consciously working towards more sustainable approaches. For instance, Aman and Safrans du Monde contribute to carbon off-setting for the emissions of each trip, whilst Four Seasons uses one of the most fuel-efficient commercial jets available, and designs itineraries so that passengers spend less time in the air than if they had visited each destination using commercial flights. However, critics remain dubious as to whether this type of air travel is strictly justifiable.
“Many wealthy people have a self-centred and somewhat nihilistic approach to travelling,” comments Southan. “Private jet flights and new aircraft deliveries are on an upward trajectory, illustrating that demand is not waning in the face of the climate crisis.”
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