The optimistic and uplifting sister of ‘trigger’, glimmer is a spark of positive emotion and a cue that leads one into light and joy. As travel among the well-heeled and well-travelled become even more intentional, glimmer experiences – those that are fulfilling for the heart and soul, and may even be life-changing – are now highly sought after.
Glimmer moments in travel can happen anytime and anywhere, say travel experts. These moments can be intentionally created through thoughtful planning that deeply understands both the traveller and the destination.
Mike Harlow, general manager of luxury travel agency Scott Dunn, interprets glimmer travel as “the pursuit of fleeting, exceptional moments that happen through meaningful journeys, resulting in memories that stay with you long after you have returned home”.
He added that glimmer travel is “deeply personal”, and what sparks for one may not spark for another.
While affluent travellers have explored extensively, their quest for glimmer moments in travel has not faded.
Paul Mulcahy, chief commercial officer, The Lux Collective, said high-net-worth individuals (HNWI) “gravitate toward extraordinary experiences that offer emotional elevation”, where glimmer moments in travel “are not just about traditional luxury, but points to purposeful luxury travel”.
In fact, according to Harlow, such sentiments are “coming through more clearly in conversations with our guests”.
“Guests are increasingly seeking itineraries that allow for reconnection with themselves, with nature, and with family. Experiences that foster personal growth, mindfulness or a sense of wonder are gaining traction,” he elaborated.
Nick Lim, CEO, Asia of The Travel Corporation (TTC), which is home of several top-end travel brands including Luxury Gold, Insight Vacations and UniWorld Boutique River Cruises, believes that the concept of glimmer travel “aligns perfectly with TTC’s Make Travel Matter experiences”. These are conscious travel experiences that are chosen with care based on the positive social or environmental impact they have on their communities and travellers.
Make Travel Matter experiences include visiting a Sami tribe at its reindeer camp in Norway to safeguard local traditions and community, supporting Italian artisans in preserving centuries-old glass-blowing traditions, or learning about beekeeping in Greece as a way of protecting native wildlife. There are also programmes that venture into lesser-travelled destinations and secondary cities such as Sicily and Umbria in Italy, Thurso in Scotland, and Rocamadour in France.
“Visiting these lesser-known cities introduces new cultural experiences, offering a deeper and more authentic look at regional traditions that might be overlooked in more popular destinations. By doing so, travellers also help to reduce overtourism and spread tourism dollars to communities beyond the popular tourism spots. By integrating these elements, we ensure that glimmer moments are not just personally fulfilling but also a force for good, sustaining destinations for generations to come,” said Lim.
At first thought, it may seem that the most moving experiences are best found in remote or relatively undiscovered destinations.
However, travel experts say that is not the case.
Lim said: “While lesser-known destinations often provide an element of surprise, we firmly believe that even the most established destinations can offer profound, transformative moments, if approached the right way.”
Hence, Lim believes it is imperative for travel curators to work closely with destination managers and NTOs to craft truly meaningful journeys for discerning HNWI travellers.
Editor’s note: This is an excerpt from Glimmer moments, the cover feature in TTG Asia Luxury June 2025 issue. Enjoy the full feature here.
