Luxury travel is becoming less about recognisable hotel brands and lavish interiors, and more about the stories behind the places people visit. As high-end hospitality becomes increasingly standardised, travellers are placing greater value on heritage, local culture and experiences that could only happen in a particular destination.
The shift towards more meaningful travel experiences is reflected in the Mastercard Economics Institute’s Travel Trends 2025 report, which highlights growing demand for authentic connections to place, culture and community. Separate Mastercard consumer research found that 89% of Europeans identified travel and tourism as a priority experience in 2025, while 79% prioritised food-related experiences.
Deloitte’s 2025 travel outlook also identifies personalisation and memorable experiences as important influences on travel decisions, with consumers increasingly looking for something distinctive rather than interchangeable.
For Jessica Louw, Marketing Manager: Hospitality at Steenberg Farm in Cape Town’s Constantia Valley, this reflects a broader change in how travellers define luxury.
“Luxury today is increasingly about how something makes you feel,” says Louw. “Guests are looking for experiences that are personal, memorable and rooted in place.”
Historic properties, founding stories and cultural heritage offer something that cannot easily be recreated through contemporary design or investment. Across the world, hotels such as Borgo Santo Pietro in Tuscany, Babylonstoren in South Africa’s Cape Winelands and The Newt in Somerset have built their appeal around their history, surrounding landscapes and immersive guest experiences.
At Steenberg, the experience extends across the estate’s accommodation, restaurants, spa and vineyards. Visitors might arrive for lunch, book a wine tasting or stay at the hotel, with each experience offering another way to engage with the property’s history and surroundings.
This approach was recognised internationally when Steenberg Hotel & Spa received a One Michelin Key for the second consecutive year in the Michelin Guide Hotel Selection 2026. The distinction acknowledges hotels offering exceptional and distinctive guest experiences.
Why provenance matters in wine tourism
Few industries demonstrate the importance of a sense of place quite like wine. A wine’s character is shaped by the environment in which its grapes grow, including the soil, climate, vineyard location and decisions made during the winemaking process.
As consumers become increasingly interested in understanding where their food and drink come from, wine tourism offers an opportunity to experience these connections beyond the tasting room.
“Wine has always been connected to place, but consumers are becoming far more interested in understanding that connection,” says Carryn Wiltshire, Marketing Manager at Steenberg Vineyards. “They want to understand not only what’s in the bottle, but what makes it distinctive. Where it comes from, how it was made and why it tastes the way it does all contribute to a deeper connection with the wine.”
At Steenberg, the estate’s location in Constantia plays an important role in shaping its wines. The region’s cool maritime climate, ancient soils and proximity to False Bay influence the character of its Sauvignon Blancs and cool-climate Bordeaux varieties.
Sauvignon Blanc has become a particular focus for the estate, with different expressions showcasing the influence of vineyard sites, growing conditions and winemaking techniques.
“We don’t need to manufacture a story around the wine because the place gives us one,” says Wiltshire. “Our location, climate and vineyards all contribute to the identity of the wines we produce.”
The value of a property’s story
Steenberg’s history dates back to 1682, when it was established by Catharina Ras. Today, that heritage forms part of the wider experience offered across the property, including its hotel, spa, restaurants and vineyards.
Storytelling connects visitors with the places they experience. Understanding a property’s origins, the people behind its wines or the history of a particular landscape can add context to a stay or visit, making it more memorable.
“What makes wine exciting is that place can be tasted,” says Wiltshire. “Through our different collections, guests can experience how vineyard site, climate and winemaking approach influence the final wine. It turns provenance from an idea into something tangible.”
For destinations and hospitality businesses, the growing interest in heritage and provenance points to a changing definition of luxury. While beautiful accommodation and excellent service remain important, travellers are increasingly interested in what makes a destination distinctive.
A property’s history, landscape, local character and the people who shape its experiences are difficult to replicate. In an increasingly familiar luxury travel market, these details may be what make a place worth visiting.
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