Chic Locations: Luxury can be nicely individual
02-Mar-2026
Category: News Stories
As with many descriptive words , luxury can mean different things and can evolve within a personality just as much as individuals . We all have our views on what is truly aspirational , emotionally , spiritually and commercially .
When I look up the literal translation of the word luxury I see:
Luxury refers to a state of great comfort, elegance, and extravagant living, characterized by the enjoyment of expensive, comfortable, or beautiful things that are not considered essential. It can signifies indulgence, high quality, and a superior, satisfying experience, extending to both material goods ,like cars, houses and pleasurable experiences which of course includes holidays .
I cant doubt any of that , but let us delve into a few patterns , all of which can be considered luxury travel . At Chic Locations we might be a little different with our client profile . They tend to be more value conscious than price sensitive – and value is seen as exceeding expectations and inclusions rather than budget discounting . They tend to be high season prestige travellers , rather than off season – low rates / high waves are not seen to be an attraction . They like to choose destinations that have “ exclusivity “ rather than visited by half the Avenue . Too much popularity can be a turn-off .
Now let me look at the three main views of luxury , each very different , and in no particular order . The clients who want something that is similar in luxury to their corporate life but with a real sense of destination and unique identity . So as example , maybe thatched roofs / authentic design in and out , cuisine & spa both using local ingredients and with staff all the way from from the local village . Boutique in style with personal attention more important than extensive facilities . 90 minutes plus travel from the airport is seen to be a positive part of the experience and usually results in the required quiet beach and feeling of escapism .
Then you have those who are looking for extensive on site facilities . A more modern international contemporary design style , sometimes almost minimalist . Numerous dining options both in location and cuisine . Luxurious certainly with maybe the villas with the private pool selling out first . Good beach of course and usually within 45 minutes of the airport . Expensive , certainly but that is almost part of the luxury appeal .
And then you have those who want luxury to be a real adventure and a journey of discovery . Eco focused accommodation , simple but comfortable . Sometimes staying with local tribes . Travelling along jungle pathways and seeing up close wildlife , flora and fauna unique to the specific area .
All of these three ideas can be found in abundance within SE Asia . Plus on a worldwide scale , well priced luxury , in each category , is probably found more in this area than any other . And you can easily combine the contrasts by looking at holiday including several different aspects , all within 2/3 weeks
So let me give you just a few ideas of different luxury experiences . I have deliberately selected mainly beach resorts or nature based .
Authentic Luxury with destination emphasis and sense of escapism . Thailand – The Sarojin Khao Lak , Pimalai & Layana Koh Lanta , Santiburi Koh Samui , Anantara Rasananda Koh Phangan ( pictured above arriving by speedboat ) Paradee Koh Samed . Cambodia Royal Sands Koh Rong . Malaysia – The Datai , Langkawi . Vietnam – Six Senses Con Dao and Zannier Bai San Ho .
Contemporary Luxury with activity in and around – Thailand Banyan Tree Laguna Phuket , Anantara Bo Phut Samui , Vietnam – Four Seasons Hoi An & Intercontinental Danang .
Eco focused adventure luxury . Cambodia - Shinta Mani Siem Reap plus Shinta Mani Wild in the Cardamon Mountains . Thailand – Elephant Hills both in Chiang Mai and in the southern Koh Sok national park . Malaysia – Exploring Borneo ( Sabah and Sarawak ), just incredible . Vietnam – Halong Bay cruising .
David Kevan – Co Owner of Chic Locations & PATA UK board member .
