Luxury travel is undergoing a profound transformation, with discerning travellers prioritising meaningful experiences over material indulgence. At the forefront of this evolution is Ruchi Kohli, Chief of The Experience at Away&Co., who believes the future of travel lies in emotional connections, personalised journeys, and authentic cultural immersion. In this exclusive conversation with Travellers World, she shares her insights on the changing face of luxury travel.
Luxury travel is increasingly being defined by emotions rather than amenities. What do you think is driving this shift in traveller expectation?
Luxury has evolved beyond what money can buy. Today’s travellers have access to exceptional hotels, fine dining, and first-class services almost everywhere in the world. What they are seeking now is something far more personal: moments that stay with them.
People are travelling with greater intent. They want to celebrate milestones, reconnect with loved ones, immerse themselves in different cultures, or simply disconnect from the pace of everyday life. The value of a journey is no longer measured by the thread count of the sheets or the size of the suite, but by how it made them feel.
The most memorable journeys are those that create genuine human connections, offer meaningful access, and leave travellers with stories they cannot replicate elsewhere. That emotional connection is becoming the true definition of luxury.
In an era where almost every destination is easily discoverable online, what makes an experience feel genuinely unique and memorable?
From Away&Co’s perspective, what makes an experience feel genuinely unique and memorable isn’t the destination itself, it’s the depth of resonance we create around it.
Anyone can discover a destination online, but discovering a destination is very different from experiencing it in a meaningful way. What creates lasting memories are the moments that happen beyond the guidebooks and social media feeds.
It could be spending an evening with a local family that has preserved local traditions for generations, gaining private access to a historic landmark before it opens to the public, or being introduced to artisans, chefs, or conservationists who bring a place to life through their own stories.
The destination itself is only the backdrop. What makes a journey memorable is how deeply you engage with it, and that comes from thoughtful curation rather than simply knowing where to go.
As artificial intelligence becomes more influential in travel planning, where do you believe human judgment still makes the biggest difference?
Artificial intelligence is an incredibly valuable tool. It can organise information, suggest routes, and simplify research far more efficiently than ever before. But travel has never been purely about logistics.
Human intuition comes into play when you understand why someone is travelling. That is something data alone cannot fully capture.
Sometimes a guest is celebrating a milestone. Sometimes they are travelling after an intense period at work. Sometimes they are looking to reconnect as a family, and sometimes they simply know they need a change without being able to explain why.
At Away&Co, understanding those motivations comes through conversation, empathy, and experience. It shapes every recommendation we make, from the pace of the itinerary to the people our guests meet and the moments we choose to include.
Human expertise becomes even more valuable once the journey begins. Adapting to changing circumstances, responding to unexpected requests, and ensuring everything unfolds seamlessly requires judgment that technology cannot replace. AI can help us plan efficiently, but creating experiences that feel deeply personal will always remain a human craft.
With travellers facing an overwhelming number of choices, what qualities do you look for when selecting destinations and hospitality experiences for different lifestyles?
At Away&Co, we never begin with the destination. We begin with the traveller. Two people can visit the same country and come home with completely different experiences because what resonates with one person may not resonate with another.
We look beyond luxury in its conventional sense and focus on authenticity, character, and relevance. Does the destination align with what the traveller is seeking? Does the property reflect a genuine sense of place? Will the experiences create meaningful interactions rather than simply ticking off attractions?
Equally important is the quality of the people behind every experience. The finest journeys are often shaped by exceptional local guides, passionate hosts, and specialists who offer perspectives that visitors would never discover on their own.
Ultimately, our role is not to recommend what is popular. It is to recommend what feels right for that individual.
Strong relationships have long shaped the luxury travel industry. How do trusted partnerships influence the guest experience in ways that travellers may never directly see?
Some of the most valuable parts of a luxury journey are completely invisible to the guest.
Away&Co’s trusted relationships built over many years allow us to open doors that simply cannot be accessed through a standard booking. They enable us to secure meaningful experiences, personalise every detail, and often anticipate guest needs before they even arise.
These partnerships also provide confidence behind the scenes. When unexpected situations occur, whether it is weather disruptions, operational changes, or last-minute requests, having trusted partners on the ground allows us to respond quickly and seamlessly.
Guests may never see those conversations or the countless details being coordinated in the background, and that is exactly how it should be. The hallmark of exceptional hospitality is making complexity feel effortless, and strong relationships are what make that possible.