Northstar

FEATURE www.travelweeklyweb.com View from a beach front pool villa When luxury travel meets social responsibility Luxury travel has always been linked to unparalled service, top priority and indulgence to be fully immersed in the high quality and unrivalled experience a destination can offer. But this does not need to compromise nature, or the environment and surroundings in which the destination is housed at. Responsible luxury travel has taken on a higher stage with the representation at the world's most important event for luxury travel professional in Asia, the International Luxury Travel Market (ILTM) Asia 2012. To be held in Shanghai next month from June 4 to 7, the event profi les the very best the world of luxury travel can offer – only more responsibly, through innovative and creative ways to pay homage to mother nature, in the most exclusive initiatives that would benefi t travel buyers across the Asia Pacifi c region. The supply does not meet with unfounded demand. It is through the presence of affl uent travellers from across the Asia Pacifi c who, besides seeking new horizons, experiences and unforgettable memories, are also looking for a reassurance that their trips are responsible. And this can be fulfi lled through several channels at the ILTM Asia 2012. Alison Gilmore, exhibition director of ILTM Asia commented: "Luxury suppliers invited to take part in ILTM Asia are committed to their natural environments, be they marine conservation programmes in Borneo or Cambodia, heritage resorts in the Australian outback, wildlife excursions in South Africa, exploration trips to the North Pole or local community projects in India or Thailand. Luxury travellers look to learn from and contribute to their leisure trips and ILTM Asia is delighted to present a range of the very best of 4 | ■ TRAVELWEEKLY ASIA | 15 MAY 2012 environmentally responsible tourism for the benefi t of agents from across the diverse Asia Pacifi c region." ILTM Asia introduces both new and classic luxury travel solutions to luxury travel buyers. The event identifi es regional luxury travel trends and information, facilitating ideas and education – vital for any company wishing to increase business. "The Asia Pacifi c is driving growth in the luxury travel industry. There are an estimated 250 million people from China now defi ned as 'buyers of luxury', and notably appearing to be following the western trend of 'spending for experiences' in their travel preferences. With Japan and Australia as established and integral outbound markets within the region, our research shows strong outbound luxury travel growth from other key markets including India and South Korea," added Gilmore. A Purposeful Platform Value-adds offered by destination providers are one proactive approach that complements luxury travel with responsible travel. Wildlife conservation, showing care to the local community and culture, respect to the environment and the eco-system, are just some examples that are currently in the pipeline of programmes aimed to create more awareness and maintaining sustainable tourism through luxury travel. At the ILTM Asia 2012, high-end suppliers that offer such out-of-the- box green initiatives include Poseidon Arctic Voyages who are on the move to protect the continent and marine wildlife through continued research and www.travelweeklyweb.com Photo: Anantara Hotels, Resorts and Spa

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