IT’S NOT ABOUT THE PRICE — IT'S ABOUT WHAT THE PRICE UNLOCKS
Our experience in curating high-end unique travel experiences for tour operators who pride themselves on affordability and value, price often starts as the elephant in the room. When a journey costs tens of thousands — £30,000, €60,000, $99,000 per person - it's easy to assume hesitation is about the number. But what we've seen time and again is that price isn't the obstacle. It's the clarity of what that price delivers.
Price tags that speak to value
For high-net-worth travellers, these kinds of spends are achievable — but they're also significant. They're not casual purchases. They represent considered decisions, meaningful allocations of time and money. And that's exactly why the conversation has to go beyond "how much" to "what does it give me?"
The clients who choose to travel this way aren't chasing luxury for its own sake. They're looking for access, depth, and ease.
This isn't about butlers and gold-plated bathroom fixtures. It's not luxury as performance or status. It's luxury as access—to people, places, and experiences that transform how you see the world. It's about what money can unlock, not what it can display.
For them, the true value of a journey lies in:
Time saved — skipping the stress, going direct.
Access unlocked — experiences and destinations they couldn't reach otherwise.
Connections made — with people, cultures, ideas.
Ease and confidence — knowing every detail has been handled with care.
Perspective Changes Everything
We work on these journeys – we don't take them. So we understand why, for many, a tour priced at $99,000 per person feels expensive. It is.
Which is why one guest's comment on a recent journey stopped us in our tracks.
Speaking with our Logistics Director mid-tour, she said: "This is cheap."
Not flippantly — but thoughtfully. She'd travelled extensively, compared private jet tours, and knew what it cost to see these places individually. In her eyes, the value of this journey was unmatched.
Each day brought something extraordinary. The flow, the thoughtfulness, the ease, the richness of each destination and the joy that came with it - it all added up to what she called, simply, "the trip of a lifetime."
Helping Guests - and Partners - Take the Leap
Many of our partners begin with hesitation. Their clients are used to spending $10,000 or $25,000 on a premium trip — not four or five times that. A private air journey feels like a leap.
That's why our process is designed to reduce risk and build confidence. We work closely to test appetite, communicate value, and help the right product find the right audience.
On a recent tour, a premium hotel suite "upgrade option" was offered - and became the default. Guests didn't hesitate. They saw the value, and they chose it.
What delights us- and our partners - most is watching this unfold in real time. The bookings that seemed ambitious suddenly feel natural. The price point that once required careful explanation becomes something clients embrace without hesitation. It's not that the numbers changed. It's that the story became clear. And when partners see their clients respond with enthusiasm rather than resistance, their own confidence transforms. They stop positioning these journeys as an exception and start presenting them as what they are: the right fit for the right traveller.
A Moment of Opportunity: The Great Wealth Transfer
In the U.S., more than $84 trillion is expected to pass from Baby Boomers to younger generations by 2045 — nearly $16 trillion of that by 2033 alone. Much of this wealth will transfer to Gen X and elder Millennials: generations that prioritize experiences over possessions and value brands that reflect their personal values.
This isn't just a financial shift — it's a behavioural one.
As highlighted in Forbes, the wealth transfer is already influencing how people choose to spend. Unlike previous generations who might have prioritized visible luxury - the label, the prestige - these travelers want substance. They're asking: What will I learn? Who will I meet? How will this change me? They're less impressed by price tags and more interested in what money can unlock. They want curation that reflects care and thought, not just expense. They want to return home different from how they left.
For tour operators and travel advisors, this represents a powerful opening:
These clients may be new to high-ticket travel, but they're open to guidance.
They're looking for transformative experiences, not just prestige.
And they're ready to spend — when they see value, clarity, and meaning.
Wealth, timing, and the confidence to spend
The broader context supports this shift too. In the UK, advisors are encouraging wealthier retirees to spend now rather than defer as changes to inheritance tax rules reduce exemptions. For many, the message is clear: enjoy your wealth, share it meaningfully, and make memories while you can.
Making the price feel right
This is where trusted travel advisors, operators, and brands matter most. When you guide a client through a major purchase - something that takes them out of their usual comfort zone - your confidence becomes theirs.
The high price point is not what sells the journey. But it must be backed by a level of service, curation, and outcome that feels worth every cent.
And that's where Bartelings comes in. We work with our partners to create journeys that are not just extraordinary, but sellable. That respect your clients' intelligence, their values, and their desire for something rare and remarkable.
Final thought
Whether your client's motivation is to create memories with their family, to avoid leaving a tax-heavy estate to "Rachel from Accounts," or to fulfil a lifelong dream — pricing only becomes a barrier when the value isn't clear.
Let's make that value undeniable. Want to explore how these journeys could work for your clients? Let's start the conversation.