- Field Notes from Red Tail
- Posts
- What Luxury Actually Means
What Luxury Actually Means
Why industry labels matter less than how a trip feels.
Susie Hawkins
January 20, 2026 • Estimated Reading Time: 3 minutes
FROM MY DESK
Some weeks, patterns start to emerge across different client conversations.
Recently, I’ve noticed how little industry definitions matter compared to how a trip actually feels once someone is there. That contrast has stayed with me, and it’s what prompted this week’s Field Notes.
— Susie Hawkins
Hey there,
You’re reading Field Notes from Red Tail Travel — a mix of client stories, travel tips, personal reflections, and updates from behind the scenes. It’s where I share what’s inspiring me, what I’m learning, and the moments that make travel feel meaningful.
Let’s dive in.
— Susie
A NOTE ON LUXURY
What Luxury Actually Means (To Me)
The travel industry uses the word “luxury” constantly. Most of the time, it has nothing to do with what actually makes a trip feel exceptional.
I recently saw a post on LinkedIn about the rise of agritourism. This type of travel involves immersive stays on working farms where travelers can harvest vegetables, attend workshops, or help care for animals.
It’s clearly not for everyone. Yet it’s increasingly being grouped with other high-end experiential travel types, including ultra-luxe and wellness experiences.
And this is usually where I stop caring how the travel industry defines luxury.
For me, luxury is determined by the client’s perspective.
Did the experience feel worth the investment? Did the service align with their standards? Were client expectations met or exceeded?
That’s what matters to me.
MY APPROACH
How This Shows Up in My Planning
When I plan travel for clients, I’m not chasing labels or trends. I’m focused on fit.
That means asking questions about pace, preferences, and priorities before recommending a destination or experience. It means choosing partners based on service and reliability, not on how they market themselves. And it means being honest when something may look impressive on paper but won’t actually deliver the experience a client is hoping for.
This approach isn’t fast, and it isn’t designed for volume. It’s deliberate and focused on creating trips that feel personal from beginning to end.
A trip feels luxurious when it simply works for the person taking it, not because of how it’s categorized.
If Europe is on your list for 2026…
and you want help shaping your itinerary and pacing, I’d love to help you think through it.