Speaking at WTM London, Journey Latin America Managing Director Sarah Bradley told advisors to prioritise relationships in order to meet the rising demand for rare experiences. “It has to be genuine access, and I think that has to be a two-way exchange,” she said.

“You’re not looking for something that has been created with the tourist in mind, you’re actually trying to create an exchange between people, which is genuinely memorable and meaningful.”

Deborah Fox, Managing Director of Abercrombie & Kent Travel Group, agreed. “Over the past 60 years, you can imagine the relationships that have built on the ground over decades," she said. "That actually becomes critical to design the local access and the local relationships.”

Fox pointed to A&K's work with Kenya’s Amboseli National Park, where the operator has teamed up with local artisans to build sanctuary lodges. “It's about finding people’s stories and connecting on a different level," she continued. "Our guests can then stay here and understand what’s going on – it’s bringing together a sense of place and community.”

Simon King, Co-Founder of InsideJapan and InsideAsia parent Inside Travel Group, said it was crucial to think beyond the word “tourism” when crafting these rare experiences. He shared an example of taking his senior leadership to see a fifth-generation temple bell maker in Japan.

“This isn’t just a tourist thing," he stressed. "We saw him in the workshop making these bells that cost an extraordinary amount of money. That’s his craft, that’s his job, that’s his tradition. Getting that story across is really important.”

Trust can also provide access to intimate experiences, like Wendy Wu Tours’ dining event with the family of Vietnam’s last emperor, or Audley Travel’s meal with an Italian "nonna". “It all goes back to individuals and connection, and then we can easily explain the value depending on how exclusive it is,” said Lisa Fitzell, Managing Director of Audley Travel.

The panel also discussed the importance of relationships with luxury suppliers, who can often hold the key to making something happen. Fox pointed to the Seven Stars in Japan's Kyushu, a luxury sleeper train that typically offers places only via a ballot.

A&K, however, has secured a charter, which allows clients to book the railway trip directly. Its upcoming luxury mobile glamping on Bolivia’s Salar de Uyuni, which has space for just six people, is another example of how strong trade relations can produce exceptional experiences.

“We’re building beautiful Airstreams on the salt flats of Bolivia at the moment, and at nighttime you can come out and have the universe around you,” Fox added. “It’s one of the most extraordinary experiences that you could have."