\u201d It is billed as the world northernmost hotel and those who can afford the $100,000 price will stay in heated igloos accompanied by arctic

” it is billed as the world northernmost hotel and

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need to have the spirit of an explorer or scientist.” It is billed as the world’s northernmost hotel, and those who can afford the $100,000+ price will stay in heated igloos, accompanied by arctic wilderness guides and private security teams. “We’re not just providing the experience, we want to spread the word on what’s happening,” Honkanen said. “How the climate crisis affects local culture, local food and the Arctic animals—we see the effects first-hand.” In March 2020, Polar Latitudes will run its second expedition to study humpback whales, in partnership with the Woods Hole Oceanographic Institution. Alongside marine biologists, environmental scientists, geologists and historians, citizen scientists tag whales and study their behavior. Why it's interesting: The mark of luxury travel is shifting away from material and creature comforts. Scientific pursuits are becoming the ultimate status symbol for an emerging echelon of elite adventurers prioritizing purpose-driven travel. Luxury Action North Pole igloos. Image courtesy of Luxury Action TRAVEL & HOSPITALITY THE FUTURE 100 61 We're not just providing the experience, we want to spread the word on what's happening. Janne Honkanen, founder, Luxury Action
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A wave of mindful travel sees travelers luxuriating in the journey rather than rushing to their destination. Echoing modern mental-health mantras, travelers are embracing a longer journey as an opportunity to savor the moment. The journey, once simply a means to an end, is being relished as much as the final destination. And with growing awareness of the negative environmental impact of air and auto travel, train travel is experiencing a sweeping resurgence. Climate activist Greta Thunberg famously renounces air travel, instead commuting around Europe exclusively by train. Now, as the flight-shaming movement gains momentum, global tastemakers are piping up in support of the romanticized train trip. Supermodel Edie Campbell opted for a 12-hour train trip from London to Milan for fashion week in fall 2019 instead of flying. In an October 2019 article she wrote for Elle addressing the fashion industry’s carbon footprint, Campbell described her trip as “heaven… I was gently rocked in my comfortable seat, while gliding past glittering lakes and mountain passes, and catching glimpses of Italian nonnas hanging out their bloomers.” Slow travel Belmond British Pullman train TRAVEL & HOSPITALITY THE FUTURE 100 62
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In October and November 2019, model and activist Adwoa Aboah took to Instagram to extoll the virtues of rail travel, captioning one carousel post of images taken on board the Belmond British Pullman, “To be chic on a train with my Mumma dearest is already my favorite thing.” Iconic fashion house Chanel emphasizes the luxury of train travel in its Resort 2020 collection. Rather than sending models down a traditional runway, the collection debuted against a recreated beaux arts-style train station. The marketing campaign that followed brought to life the elegance of the modern train journey, evoking “the promise of an adventure,” the brand explains.
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