THE ESSENCE OF LUXURY

An opinion editorial written by: Jesús Parrilla, Principal, Luxury Frontiers

Most dictionaries define “luxury” as something adding to pleasure or comfort, not absolutely essential but in fact extravagant. This term has dramatically infested our modern world, in which consumers are inundated by marketing efforts to buy and acquire material goods, and for many the term “luxury” has actually gained a negative connotation. “Luxury” can now be interpreted by some as inauthentic and wasteful. This has prompted many consumers to shift away from the consumption of tangible products to the consumption of intangible experiences. 

Truth be told, luxury has a different meaning to all of us. But when it comes to the travel industry, luxury can, in its deepest meaning, be linked to the things that are necessary to humans rather than superfluous purchases. 

During my career in the adventure travel industry— including my time at Explora, a luxury travel company which operates luxury lodges and nomadic journeys across South America— and from my own experiences I’ve had the privilege to enjoy in my leisure time, I have been able to craft a new understanding of the word “luxury”.

Luxury is living the present in all its fullness. Luxury is a life free of filters and misrepresentations. Luxury is making new friends spontaneously and being able to let your guard down with strangers. Luxury is being able to put aside your electronic devices and delve into a meaningful conversation.

Luxury is appreciating the details of every moment. A towel to dry off with after a walk in the rainforest. A glass of water to quench your thirst after hiking up a mountain. An ice-cold beer or fruit juice to cool off after a full-day trek in the desert. A bonfire to cozy up to in the chilly evenings after biking. A hot cup of tea to soothe the soul after a day in the wilderness. A hot shower in a secluded place to relax the muscles. A replenishing meal after a long day exploring the great outdoors.

Luxury is experiencing the unexpected, the unknown, and the natural. Luxury is watching a sunrise and sunset, or a starry sky unblemished by light pollution. Luxury is the silence of the dark night, save for the calls of the wildlife around you. Luxury is the feeling of pure, unharnessed emotion. Luxury is breathing fresh air and reactivating a deep sense of smell. Luxury is experiencing things in their natural state, instinctively in harmony with our environment and in sync with mother earth.

In all its meanings, I’ve come to understand that “luxury” is impalpable, for pure luxury is actually that which fills your heart and overwhelms your senses.