Australian luxury travel company The Tailor is seeing high-net-worth travellers increasingly seek out experiences that deliver emotional depth and long-term impact, rather than traditional, transactional luxury.

Speaking to LATTE about the company’s ethos, Founder Drew Kluska described The Tailor’s purpose simply as creating “memories that last a lifetime”. “Everybody says that, right, but very few people deliver it,” he said.

For Kluska, the difference lies in consistency and care, pointing to the company’s strong retention rates as a significant advantage. “We’ve got a girl that’s worked us for 20 years,” he said, explaining that he recently revisited client feedback dating back more than a decade. “There was a common theme that came through – just the care and the creativity and what she was able to create.”

That care has resulted in experiences that resonate well beyond the trip itself, according to Kluska. “People were saying constantly, this has been life changing. My view of the world has changed,” he said. “Travel done well and delivered purposefully can literally be that moment.”

He believes this reflects a broader shift in what affluent travellers now value. noting that seemingly small experiences can have lasting consequences. “There’s been things that have happened that have seemed inconsequential at the time, but have had such massive and profound impacts on your life,” he said, explaining this is what The Tailor specialises in. “If you can create the environment for the profound, then you’ve found magic.”

Meanwhile, Matt Casey, the CEO of Kluska’s other business venture Ever Lodges, has observed The Tailor’s approach firsthand since taking on his new role in 2023 and he sees one of the company’s key strengths as its ability to streamline complex trips.

“What Drew does, and the whole team at The Tailor, they orchestrate things like this for high net worth travellers that are after something unique,” he said. “They do that by a huge network of people and guides and chefs that they know and trust that come in from all over to try and create these experiences. You open one door, and there we are.”

The company recently launched a new Australian itinerary, exploring the vast country using private aircraft and luxury expedition vessels. “Our new Australia by Sea itinerary is a sweeping, salt-air journey along some of the country’s most remote and remarkable coastlines, from the wilds of Western Australia to the edge of the Great Barrier Reef,” the company said.

Experiences have been selected for their “rarity and depth” and range from adventures in pristine coastal wilderness in Western Australia, connections with Indigenous culture and snorkelling on the Great Barrier Reef.