What “Bespoke” Actually Means in Luxury Travel and What it Should Include

Why It's Time to Redefine What 'Bespoke' Travel Truly Means for HNW Clients

In the world of luxury travel, few words are thrown around as frequently and without much meaning as “bespoke.”

Bespoke has become a catch-all term slapped onto everything from cookie-cutter cruise packages to slightly customized itineraries. But for high-net-worth (HNW) clients who know the difference, the misuse of “bespoke” isn’t just misleading, it’s a credibility killer for the travel advisor or agency that doesn’t deliver.

Moving Beyond Buzzwords: A Better Standard for Luxury Travel Customization

In this post I will discuss how to reset the expectation of what bespoke travel actually means in luxury travel and how travel advisors can move beyond buzzwords to create real value and re-establish authority in an increasingly saturated space.

The Problem with “Bespoke” Today

Much like "curated," "authentic" and "exclusive," the term bespoke has been diluted by overuse—and worse, by a lack of follow-through or under delivery.

Put another way: if every itinerary is bespoke, then none are.

Let that sink in.

A Lot of Travel Advisors Claim ‘Bespoke’ Travel, but How Many Actually Deliver it?

When travel advisors and marketers casually describe pre-set tours (usually expensive ones) with optional hotel upgrades and so on as “bespoke,” they not only diminish the word’s meaning, they risk eroding trust with discerning clients who expect more than surface-level personalization.

This is the business environment that you’re working in—one where travel advisors who throw around words like bespoke diminish its meaning for those who actually deliver.

In today’s luxury travel landscape, where clients can Google anything, access private clubs on their own, and book exclusive upscale villas on their own, true bespoke experiences must be deeper, more intentional and more nuanced than ever. Otherwise, you’re trying to show value against DIY, where (quite frankly) many travel advisors won’t be adding any value at all (other than transactional).

What “Bespoke” Should Mean for Luxury Travelers

Can you define bespoke travel to a travel prospect?

A truly bespoke luxury travel experience goes beyond simply changing dates or swapping out hotel tiers.

After many years in high-net-worth wealth management, I overlayed the same principles to luxury travel. This is the result and what bespoke travel should reflect:

1. A Deep Understanding of the Client (or KYC, Know Your Client)

• Personal preferences (not just dietary needs, but sensory preferences, pace of travel, cultural sensitivity and energy rhythms).

• Past experiences they loved (or hated) and why.

• Life stage: honeymooners, legacy-focused grandparents, solo entrepreneurs, etc.

2. Customization at the Concept Level

• Instead of “Where do you want to go?” try “What’s the emotional outcome you’re looking for from this trip?”

• Build around themes: healing, legacy, culinary mastery, thrill-seeking, quiet luxury and so on (this will reveal itself through KYC).

3. Invisible Luxury

• Details that aren't flaunted, but felt.

• Unbranded perks, zero-friction transitions, private access where even VIPs wait in line.

• Anticipating needs before they’re spoken.

4. Authenticity with a Point of View

• A “bespoke” trip doesn't mean saying yes to everything.

• The best luxury travel advisors challenge clients with insight, taste and creative alternatives that elevate the experience beyond their expectations. After all, that is what being an advisor is all about.

How Travel Advisors Can Reclaim the Meaning of ‘Bespoke’

If you’re a luxury travel advisor who wants to truly own your expertise (and not just mimic the industry echo chamber), here’s how to walk the talk in your travel marketing:

1. Replace Vague Copy with Vivid Specifics

Instead of: “We create bespoke itineraries tailored to you.”

Try: “We design journeys built around your rhythm—whether that means sunrise yoga in Kyoto or midnight private museum tours in Florence.”

Specificity and personal references are what sells. That is what authenticity is all about, because it feels real.

2. Ask Better Questions

Great bespoke travel planning begins with great listening. In wealth management, we call it discovery and KYC (know your client). Move past logistics and into lifestyle:

• “What’s the most unforgettable travel moment you’ve ever had—and why?”

• “What would you like this trip to say about you?”

• “Do you prefer to see things first… or differently?”

3. Show, Don’t Just Tell

Case studies. Client testimonials. Trip spotlights that explain why certain elements were chosen and how they reflected the client’s desires.

This approach builds trust and demonstrates your expertise without you having to call yourself an “expert.”

4. Ditch the Buzzwords Unless You Can Back Them Up

Stop using “bespoke,” “curated,” or “luxury” unless you immediately follow them with definitive proof:

• How was it bespoke?

• Who curated it and what was their point of view?

• Why and how was it luxury and for whom?

Luxury Clients Don’t Want More Options, they Want Better Judgment

True luxury travelers—especially HNW and UHNW individuals—aren’t paying for someone to book their hotels. They’re paying for:

• Time saved.

• Choices refined.

• Taste trusted.

• Access secured.

• Moments remembered.

In short, trusted advice from a trusted advisor.

If your brand of “bespoke” can deliver that, you’ll stand out. If it can’t, no buzzword will save you.

One thing I have seen over the years is that once you gain the reputation as a trusted advisor, it’s hard for others to displace you (as long as you maintain your standards).

It's Time to Evolve Bespoke Travel

As luxury travel advisors and marketers, we have a responsibility to raise the standard—not just in what we deliver, but in how we speak about it.

“Bespoke” still has power. But only when it’s earned.

Make it personal. Make it purposeful. And most of all, make it unforgettable.

by Mike Belobradic

Mike Belobradic is a luxury travel marketing specialist with deep experience in high-net-worth audience strategy, premium brand growth and the luxury travel space. Through advisory and thought leadership, he helps travel brands and advisors stand out in a world where everyone claims to be “luxury.”