In Luxury Travel, Mystery is the New Transparency
In recent conversations, a new trend has become clear to us here at Dandelion Chandelier: for luxury travel experiences, word of mouth is the new social media. Analog is the new digital. Silence is the new shouting. How do we know this? Because some of the best luxury properties in the world have exited social media completely. We recently interviewed a devotee of ultra-luxury destination health and wellness retreat Vana in Dehradun, India. It’s a unique and highly exclusive spa for the jet set (frequent guests call themselves “Vanavasis,”) and it’s not well known amongst the hoi polloi. Hearing about its many wonders made us keen to visit: the property’s website is filled with images of a dreamy tropical paradise where serenity might actually be within reach. Eager to share our discovery, we published our post and then set to work on our usual social media promotion for the post. A curious thing happened on the way to social media, though. We went looking for the Instagram handle for the Vana retreat, and we couldn’t …