Victor Magazine - Issue 9

ISSUE 9

Amidst the complexities of a challenging environmental, social and economic landscape, the most valuable commodity is trust THE POWER OF PURPOSE

ELECTRIC SHOCK

THE LAST WILD

What does purpose really mean

How close are we to the “age of

Discover comfort in the most

in a luxury context?

electrification” for aviation?

remote corners of the world.

C O S M O P O L I S WO RLD

RECORD

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THE RAREST OF THE RARE TWELVE DIFFERENT METEORITES INCLUDING A FRAGMENT FROM MOON AND MARS.

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CONTRIBUTORS

VICTOR

Christopher Beanland; Jack Hogan; Joseph Phelan; Kevin Markham; Leo Bear; Lisa Kjellsson; Max Stott; Rachel England; Rachel Ingram; Robin Goldsmith; Rory Smith; Simon Brooke

LONDON Tel: +44 (0)20 7384 8550 522 Fulham Road London SW6 5NR

Managing Editor Catherine McMaster

Imagery

Leo Bear Leo Bear is a freelance journalist and contributes to Tatler and The Telegraph.

Having cut her teeth at Quintessentially magazine, she specialises in high-end travel, design and wellness, and works as an editor and content creator on a project-by-project basis for luxury brands.

Lisa Kjellsson Freelance writer Lisa Kjellsson specialises in wellness, sustainable tourism and luxury travel. She writes for the likes of City AM, Jetsetter, Boat International, Robb Report, Sleeper, and Condé Nast Traveller.

Jack Hogan As Editor of The Superyacht Report, Jack Hogan splits his time between writing about the superyacht industry and working as an officer onboard exploration yachts worldwide.

Having studied marine science as an undergraduate, he specialises in the intersection of scientific research and superyachts.

Christopher Beanland Christopher Beanland is the author of two novels and five non-fiction books ranging across architecture, arts, and the media. He has also written travel and arts journalism for numerous newspapers and magazines.

His podcast Park Date interviews thinkers and writers.

COVER: © Getty/Chasing Light – Photography by James Stone james-stone.com P15 © Stocksy/Ivan Haidutski P16 © Adobe Stock/editableclips.com P19 © Adobe Stock/Kalim; © Victor P20-21 © Textron Aviation P22 © Victor P26 © Victor P28-31 © iStock/spooh; ©Neste; © KIM OHMAN P34-37 © Adobe Stock/Kirill Gorlov; © Brown’s Hotel; Stocksy/Andrew Urwin; © Stocksy/Joe St.Pierre P39 © Adobe Stock/abu P40-43 © Gulfstream Aerospace Corporation P44-47 © Diamond Aircraft Industries/Diamond Aircraft; © Rolls-Royce; © Adobe Stock/Choi_ Nikolai; © Heart Aerospace; © Adobe Stock/Justlight P53 © Adobe Stock/thesweetsheep P54-57 © Adobe Stock/wemm; © Adobe Stock/Scopio; © Adobe Stock/agnormark P58-61 © Långmyre Vineri; © Wine Mechanics P62-65 © Adobe Stock/Scopio; © Unsplash/Yan Ma; © Unsplash/Fredrik Öhlander; © Adobe Stock/Mustafa P66-69 © iStock/richard johnson; iStock/ImagineGolf; shutterstock/ Lukassek; iStock/Joakim Leroy; © Adobe Stock/Katherine; © Adobe Stock/Fahd P70-73 © Adobe Stock/DZiegler; © Adobe Stock/as-artmedia; © Adobe Stock/Jacob Lund; © Adobe Stock/rh2010; © Heidi Marfitt; © The Ranch Hudson Valley P74-80 © Thanda Island; © Adobe Stock/Martin Valigursky; © Stocksy/Hakan & Sophie; © Stocksy/Gabriel Tichy; © Adobe Stock/richardseeley; © WhiteDesertAntarctica; © Stocksy/Ángela Rober; © Thanda Island

Hästens Vividus® Bed Experience the bed of your dreams at your nearest Hästens store.

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WASHINGTON DC Tel: +1 877 275 9336 10 G Street, NE Washington, DC 20002 Suite 600 MUNICH Tel: +49 89 242 18 236 Maximilianstraße 35A 80539 München FRANCE Tel: +33 805 086 683 81 Rue de France Nice 06000

PUBLISHING HOUSE FMS CEO Nigel Fulcher Publisher Irene Mateides Director William Fulcher Editor Catherine McMaster Graphic Design Alex Walton Advertising Enquiries Jon Clements: jon@fms.co.uk

Photography Simon Procter

Guest contributors

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Welcome FROM THE CEOs

It’s certainly fair to say that a lot has changed since we published our previous Victor magazine – ‘the future issue’ 24 months ago. Though many of the features in that edition remain relevant today, it would be foolish to suggest that any predictions even came close to some of the global developments we have witnessed in the last 12 months.

Given the ongoing and regrettable escalation of local and national conflicts around the world, 2023 has been a particularly difficult year for many, and it would be remiss of any business to not acknowledge the new challenges we face. Beyond the global hostilities, there are also prevailing concerns about the economy and the specific pillars that support it, such as market movements and unemployment rates.

The International Monetary Fund (IMF) is currently projecting a decline in global economic growth. After reaching 3.5 percent in 2022, it is

expected to decrease to 3 per cent this year and further to 2.9 percent in the following year – significantly below the historical average. As the IMF have put it, we are ‘limping not sprinting’.

In tandem with these challenges, we must also acknowledge the unfortunate reality that 2023 saw a global warming of 1.4 degrees above preindustrial levels, adding to what the WMO (World Meteorological Organization) have described as “a deafening cacophony” of broken climate records.

Simultaneously, the breakneck pace of technological advancement demands our attention. The role and influence of Artificial Intelligence will be immense in the next couple of years, and although this magazine is the first time we explore its role in aviation, you can rest assured that it certainly won’t be the last.

We believe that this edition features some of the most investigative articles to date, and we are proud to provide

our readers with a magazine that explores new and exciting initiatives through an alternative lens. The theme for this year is trust.

Within these pages, you’ll discover articles delving into significant topics such as the imperative for brands to embrace altruistic motives in ‘the power of purpose’ and a thorough examination of the challenges confronting the Sustainable Aviation Fuel industry in ‘Can you trust SAF?’ Balancing the need to reflect the times with an optimistic outlook, we also showcase inspiring market trends. Whether it’s superyacht owners contributing vessels for scientific endeavours or remote luxury destinations leveraging tourism as a force for good, these stories illuminate promising pockets within our industry.

As you may already be aware, on November 22nd, we announced Victor’s successful acquisition by an Abu Dhabi-based aviation investment

group, a natural progression in our journey toward becoming the premier on-demand private jet broker worldwide. We would like to use this space to confirm that with the support of our new shareholders, we believe Victor is primed to grow, expand into new markets, and further solidify its position within the sector.

We are very excited for this new chapter for ourselves, our staff, and our customers. We hope that you continue to support us and believe in our mission statement, that there is always a better way to fly.

Toby Edwards and James Farley Co-CEOs

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Contents

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P E R M I S S I O N T O F LY With private aviation under the spotlight, we explore the groups who continually come under fire for the ‘unnecessary’ use of private jets. Can sustainable solutions help to mitigate these negative perceptions?

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SKY HIGH DESIGN We speak to the director of interior design at Gulfstream to get to grips with the brand’s customer journey experience and hear about the latest trends in this incredibly niche field of work.

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SUP ERYACH T S FOR S CIENCE Sitting at the intersection of excess, science, and exploration, some superyachts are now playing a prominent role in furthering our understanding of the deep.

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THE POWER OF PURPOSE We live in a world where it simply isn’t enough to provide a satisfactory product or service. With 63% of consumers saying that they buy from brands aligned with their personal beliefs, we explore how the luxury sector can better relate to consumers by focusing on ‘purpose’.

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ELECTRIC SHOCK The climate conversation has catalysed major innovation in the aviation industry, but how long will it really be before we’re taking to the skies in electric-powered aircraft?

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NEW FROM THE NORTH Scandinavia’s emerging wine industry is becoming a very real attraction for luxury travellers. Scientists believe it will be a matter of decades before the region’s climate begins to reflect places like northern France.

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A I-V I AT I O N Artificial Intelligence is changing our world at a rapid pace. While AI holds enormous potential for the Aviation industry, will people trust it enough to fly on an aircraft without a pilot?

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THE RISE AND FUTURE OF TOURISM IN THE GCC Tourism has grown exponentially in the UAE in the last decade, but which regions beyond Dubai are looking to emulate the same success and become the next ultimate winter sun destination?

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BE S T G O L F IN G D E S T IN AT I O N S F O R 2 02 4 Where should you go for a completely unique and unforgettable golfing experience in 2024? We explore

28 C A N Y O U T R U S T S U S T A I N A B L E A V I A T I O N F U E L? Numerous companies in the aviation industry frequently tout the advantages of their carbon offsetting initiatives, a trend that has faced increasing scepticism. In this feature, we distinguish the Sustainable Aviation Fuel industry from other frameworks, debunking some prevailing misconceptions along the way.

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ABOVE & BEYOND For this article, we examine luxury brands across the globe in order to understand their strategies for achieving customer service excellence within their respective industries.

some of the best golf courses across the globe.

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EXTREME WELLNESS In our pursuit of a longer and healthier life, longevity science is gaining mainstream attention. We explore the latest trends in this emerging sector.

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THE LAST WILD Victor takes a closer look at the trailblazers and brands championing sustainable tourism in some of the most remote and delicate corners of the world.

Amidst this challenging landscape, the most important commodity across the board is trust. Communities and industries across the globe are focused on rebuilding and positive change – here’s what the future may look like

Radar 16 — Permission to Fly? | 22 — The Power of Purpose 28 — Can you trust Sustainable Aviation Fuel?

34 — Above & Beyond

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Permission to Fly?

WITH PRIVATE AVIATION UNDER THE SPOTLIGHT, WE EXPLORE THE GROUPS WHO CONTINUALLY COME UNDER FIRE FOR ‘UNNECESSARY’ USE OF PRIVATE JETS. WHAT SUSTAINABLE SOLUTIONS COULD HELP TO MITIGATE NEGATIVE PERCEPTIONS?

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t the time of writing this article (1 October, 2023), one of Elon Musk’s private jets just flew a 1,478-mile flight in California from San Jose to Hawthorne.

Roughly 1,475 gallons of jet fuel, costing around $8,261 was used for this flight, releasing circa 16 tons of CO2 emissions.

We know this because a 19-year-old named Jack Sweeney has created an online bot capable of tweeting live updates on celebrity private jet movements. Sweeney’s invention

confirms that the practice of scrutinising high-net-worth individuals’ (HNWI) travel habits is no longer confined to the narrow columns of tabloid newspapers, but rather in a far more transparent manner, on a far more influential and global platform.

Therefore, it is no surprise that the private jet industry is continuously scrutinised on social media, with many individuals voicing their concerns about celebrity travel habits.

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Hill is keen to point out that the private jet industry is not just caviar and champagne, but, instead, it’s about fulfilling a logistical need to get people where they need to be as efficiently and responsibly as possible

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That the public has taken such an interest in private jets is justified insofar as in some way it is helping to hold heavy polluters to account. Private jets generate a significantly higher amount of carbon emissions per passenger compared to commercial flights, and this is partly due to the fact that approximately 40% of the trips involve ‘empty legs’.

An empty leg typically occurs when a private jet is chartered to a specific location and doesn’t have any passengers for its return flight – the private jet industry regrettably recognises the negative perception associated with this environmental impact.

Unfortunately, for the more climate conscious stakeholders of the sector, the general opulence and unnecessary excess that so many associate with private jets makes it difficult to argue against the constant flow of scrutiny.

Tom Hill, Director of Commercial Jet Sales at Victor, organises private jet travel for groups of 18 passengers or more, and is therefore well-versed in this particular debate. He explains, “The majority of our business is B2B, with most of our clients using us because their itinerary dictates that they need to. For example, we fly various international football teams and the recent routes we’ve completed include Gibraltar to North Wales and Finland to Kazakhstan. These journeys are often impractical, or even impossible, on commercial flights due to schedules and specific requirements.”

Hill is keen to point out that the private jet industry is not just caviar and champagne, but instead, it’s about fulfilling a logistical need to get people where they need to be as efficiently and responsibly as possible.

Regarding clients concerned about their public image, Hill shares an example of organising a flight for a group of high-ranking US officials from the Middle East to Rwanda.

“In such cases, security concerns outweigh any potential

negative public perception. At the same time, we have other clients that request the least ‘flashy’ aircraft possible, something with a blank exterior that doesn’t exude any hint of opulence; all they want is to get a large group from point A to point B without attracting any attention.”

Since Victor’s market-leading partnership with Neste, the leading supplier of Sustainable Aviation Fuel (SAF) in the world, Hill has encouraged clients to consider voluntary SAF purchases as the most efficient option for football teams looking to decarbonise their charter flights. When choosing to buy SAF with Victor, customers receive a certificate which can be used for their Scope 3 carbon emissions reporting, and although some Premier League clubs are considering SAF adoption, a general sense of hesitancy and a lack of initiative persist in the sporting world.

While there are groups who do go the extra mile by purchasing SAF, Hill expresses frustration at the inconsistency in decision-making among prominent sports teams, where eco-friendly gestures such as using reusable plastics are touted alongside decisions to fly on highly polluting aircraft for extensive pre-season tours.

“It is encouraging to see top-tier sports teams make more conscious decisions regarding their choice of aircraft. Whether this is opting to avoid flying on shorter domestic routes or taking a smaller, more fuel-efficient aircraft instead of unnecessarily large, fuel-thirsty planes. These teams have tight schedules, and they must ensure that the teams are transported in the most efficient way to minimise travel time and maximise recovery time. Although there is evident interest and discussion on sustainability, concrete actions are yet to materialise.

Taking steps to use reusable plastics in stadiums or curbing water consumption are great initiatives, but they are somewhat eclipsed when a team opts to transport their entire delegation, to pre-season tours, on the most environmentally unfriendly aircraft available. I believe that there is a real opportunity for these teams, in the public eye, to lead by example.”

This page Tom Hill, Director of Commercial Jet Sales at Victor is keen to point out that the private jet industry is about fulfilling a logistical need to get people where they need to be as efficiently and responsibly as possible

Hill identifies unnecessary domestic private jet travel as a significant source of controversy. He recommends several measures to consider for those looking to fly more sustainably, including opting for fuel-efficient aircraft for domestic flights, considering alternative transportation like trains or coaches, avoiding oversized aircraft, and, of course, buying Sustainable Aviation Fuel (SAF).

In the current digital age where social media communities, such as those led by Jack Sweeney, are helping to bring what was previously an abstract topic into a part of the mainstream public debate, it is fair to say that there has never been a more pertinent time for large corporations to reconsider their travel habits.

Ultimately, there are few options for those who consider private jet travel to be an economic and practical necessity outside of seeking counsel from industry veterans like Tom Hill at Victor. While there are methods to mitigate damage to reputation, users of private jets for large groups would do well to re-frame the discussion and ask a different kind of question. Can we say, hand on heart, that we are willing to be more accountable for our travel habits and do our part when it comes to flying in a more responsible and environmentally conscious manner?

For more information contact commercialjetsales@flyvictor.com

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First Lady of Aviation PERFORMANCE THAT RULES THE SKY, LEGEND MEETS ELEGANCE. OLIVE ANN BEECH PUSHED THE BOUNDARIES AS CEO AND PRESIDENT OF BEECHCRAFT® AIRCRAFT COMPANY. HER LEGACY IS LEGENDARY AND NOWHERE IS HER PIONEERING STAMP MORE EVIDENT THAN IN KING AIR® TURBOPROPS

In the high-flying field of aviation, Beechcraft Aircraft Company has built a premium and powerful reputation based on innovation and imagination.

In 1932 Walter H. Beech and his wife, Olive Ann, founded Beechcraft Aircraft Company in Wichita, Kansas, known as the ‘Air Capital of the World©’. With both already having extensive aviation industry experience, they decided to design and manufacture aircrafts of their own.

It was a bold move to create an aviation company in 1932 amid the Great Depression. Yet Walter and Olive Ann never faltered in their vision; to build the ‘finest aircraft in the world ©.’ It was this unwavering determination and stamina which ultimately cemented Beechcraft as one of the top aviation brands in the world.

History and legacy are vital to the Beechcraft brand.

The first aircraft model produced was the iconic Beechcraft Model 17 biplane, better known as the Staggerwing.

Proving to be extremely popular for commercial and military use around the world, more than 750 aircraft were produced. With the Staggerwing, the Beechcraft vision came to life.

Homage must be given to Olive Ann Beech, the ‘first lady of aviation’ who was at the helm of the company’s success during critical times. When Walter first fell ill in 1940, she stepped in and took control of the company, guiding it through high military demand during World War II and pent-up commercial demand after the war.

Upon Walter’s passing in 1950, Olive Ann was selected to be president and chairman of the board. The richness of the company’s history and its innovation with the appointment of a female chairman left an astounding mark, and it firmly positioned the company as an original innovator and pioneer in aviation. In Olive Ann’s first decade at the helm, the company’s annual revenue grew from $16 million to $89 million.

This page from top left Beechcraft Aircraft Company has built a premium and powerful reputation based on innovation and imagination; In 1932 Walter H Beech and his wife, Olive Ann, founded the Company in Wichita, Kansas; Between 1951 and 1964, under Olive Ann’s leadership, several new aircraft were introduced to meet increased commercial demand

Opposite page The interiors of the King Air turboprops are noteworthy, with an elegant look and feel which offers guests premium comfort and a first-class ambiance

Between 1951 and 1964, under Olive Ann’s leadership, several new aircrafts were introduced to meet increased commercial demand. The most significant model, the imaginative King Air twin turboprop, was launched in 1964 as the first aircraft in its class.

Now part of Textron Aviation, the Beechcraft brand boasts a prestigious portfolio, but the King Air turboprop still favours special mention. After six decades of innovation and thoughtful design, King Air reigns as the most popular business turboprop in the world, with no sign of slowing down.

Developed as a comprise between the at-the-time widely popular piston and jet engine aircraft, King Air turboprops continue to be distinguished and popular Beechcraft models. These ‘rulers of the sky’ offer a first-class flying experience and remain famous for delivering remarkable performance.

King Air turboprops are still handcrafted in Wichita with exceptional care, diligence and artisanal craftmanship. Standard avionics offer the pilot precision, focus and enhanced situational awareness. Features like digital pressurisation and integrated autothrottle further lighten the pilot’s workload. The interiors are noteworthy, with an elegant look and feel, which offers guests premium comfort and a first-class ambiance. All of this, while also having the capability of landing at smaller airports and on shorter runaways.

King Air turboprops are also popular for specialised missions, civil and governmental usage, as well as for military and healthcare around the world. Reliability, durability and versatility make King Air turboprops ideal for critical and specialised tasks.

Finally, with the expansive coverage of Textron Aviation aftermarket services, the client and aircraft are supported 24/7. Whether it’s an upgrade, custom modification or maintenance, Textron Aviation Service Centres are the known and trusted choice for workmanship, quality and world-class engineering.

The Beechcraft brand is the ‘king of turboprops’ and King Air turboprops continue to be celebrated around the world. The journey and adventures beckon, the vehicles of discovery are in motion. Indeed, homage must be given to Olive Ann Beech, and her enduring legacy in the world of aviation.

For more information, visit Beechcraft.com/KingAir

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The Power of Purpose WE LIVE IN A WORLD WHERE IT SIMPLY ISN’T ENOUGH TO PROVIDE A SATISFACTORY PRODUCT OR SERVICE. WITH 63% OF CONSUMERS SAYING THAT THEY BUY FROM BRANDS ALIGNED WITH THEIR PERSONAL BELIEFS, WE EXPLORE HOW THE LUXURY SECTOR CAN BETTER RELATE TO CONSUMERS BY FOCUSING ON ‘PURPOSE’ words > SIMON BROOKE

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Purpose isn’t something you can fake...It’ll be counter-productive when – not if – you yourself are identified as fake. That’s when even the parts of you that were genuine will begin to lack credibility

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ompanies are looking to attract an increasingly demanding audience of luxury consumers, and additionally are trying to recruit and retain the best staff.

Talented people have rarely had so many employment opportunities available to them, and “purpose” has become a word that is increasingly being heard in boardrooms and among customers.

Research published by the Harvard Business Review has found that two thirds of purposedriven companies enjoy greater global expansion, compared with just 48% who don’t have a purpose.

When it comes to major transformation projects 52% of purpose-driven companies report success compared with 16% who don’t.

It’s no coincidence that the purpose philosophy has emerged, as sustainability has moved from being a niche concern, and entered the consumer and business mainstream. Purpose is a necessity for businesses looking to future-proof their brand and it’s becoming the norm for luxury businesses nowadays. However, ensuring that it’s genuine and credible is part of the challenge that brands are faced with.

“Purpose at Victor is deeply rooted in our commitment to responsible and sustainable private jet travel,” says Toby Edwards, co-CEO at Victor.

He adds, “I love the saying ‘ultimate luxury is a clear conscience’,” referring to a comment made

by Dolly Jones, chief content creator at Eco-Age, a consultancy that helps businesses understand how they can incorporate sustainability across their brand strategy, meeting high social, environmental and governance standards.

“Ultimately, the overarching mission of the Victor brand lies in our tagline ‘A better way to fly’,”

explains Edwards. “Our purpose extends beyond providing a marketplace for jet charters; it encompasses our mission to enable members to fly more sustainably, reduce their carbon footprint, and make informed choices about their travel.

We see our purpose as an integral part of our business strategy, focusing on climate action and transparency in a traditionally unregulated and opaque industry.”

Since Victor announced its partnership with Neste, the world’s leading producer of Sustainable Aviation Fuel (SAF) in June 2022 last year, it has seen more than 368 bookings with voluntary SAF purchases of around £959 worth of SAF per booking. But a sense of purpose means that this commitment goes beyond simply signing a contract. Edwards and his team want clients of Victor to understand why the company made the move and are ensuring that they can articulate this to customers.

“We’ve made sure that our message on Sustainable Aviation Fuel is consistent throughout the Victor user journey,” he says. “We provided training to our employees, ensuring that they could speak with confidence on what is a relatively complex subject matter. In the past 12 months a lot of work has gone into informative webinars, SAF web pages, newsletters, social posts, panel discussions, press interviews and so on, in a bid to encourage others to adopt our innovative ‘Pay Here, Use There’ model and help scale up SAF through the voluntary market.”

As affluent customers become increasingly interested in the values and ethics of the luxury brands that they interact with, Edwards and his team believe that being able to express a sense of

purpose will become more important for those brands. But, given that luxury brands, even more than companies in other sectors, rely on their employees to deliver excellent service and act as brand ambassadors, it’s also essential for recruitment.

“Having a clear, strong purpose is vital for attracting and retaining talent,” he points out.

“A few of the more recent additions to our team have expressed during the interview phase that they were particularly drawn to our company because of our prominent commitment to climate action. When a company possesses a compelling vision and purpose that aligns with individuals’ personal sense of responsibility and aspiration to enact change, it is practically certain that the organisation will draw the most exceptional talent within the industry. This also fosters a sense of unity among employees, as everyone in the company has chosen to devote their careers to Victor and to collaboratively pursue a shared objective.”

For James Nightingall, founder of HomeFinder and SuitesandVillas.com a sense of purpose is closely linked to transparency. “Trust is everything in business,” he says. “It’s particularly important when you’re dealing with something as fundamental as someone’s home. There are people in the luxury sector who will promise anything but then find that they can’t deliver.

Our purpose is to bridge the gap between the world’s most discerning clients and the best of luxury real estate, ensuring not just a place to stay, but also a curated journey of opulent living.”

Even the wealthiest clients want value for money and ensuring that they get it is another

essential element of Nightingall’s personal sense of purpose, as well as being something that he puts at the heart of his businesses.

Promoting the idea of purpose carries risks, though. When Alan Jope, CEO of Unilever, announced that Hellmann’s mayonnaise had a purpose (it’s fighting against food waste, in case you wondered) the reaction was scathing.

“A company which feels it has to define the purpose of Hellmann’s mayonnaise has in our view clearly lost the plot,” Terry Smith, founder of Fundsmith, a top ten shareholder in Unilever, wrote to his investors.

There are lessons here for luxury brands too – talking about purpose must sound credible

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A sense of purpose is closely linked to transparency. “Trust is everything in business,” he says…

“It’s particularly important when you’re dealing with something as fundamental as someone’s home.

There are people in the luxury sector who will promise anything but then find that they can’t deliver

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a similar line. “Purpose isn’t something you can fake,” she says. “It’ll be counter-productive when – not if – you yourself are identified as fake. That’s when even the parts of you that were genuine will begin to lack credibility.”

However, she has some words of encouragement for luxury brands. “If you’re in the premium/luxury sector, then the chances are that your brand, by definition, stands for something and therefore appeals to people who share your purpose.

The important thing is to be able to demonstrate the sincerity of your claims through your actions.

Those who believe in your purpose, as well as your product, will, through their custom, become unofficial members of your growing tribe.”

With 63% of consumers saying that they buy from brands aligned with their personal beliefs, it’s essential for luxury companies to understand those beliefs and to communicate their brand’s purpose transparently and authentically

” and relevant. With 63% of consumers saying that they buy from brands aligned with their personal beliefs, it’s essential for luxury companies to understand those beliefs and to communicate their brand’s purpose transparently and authentically, according to Amy Nelson-Bennett, CEO of Positive Luxury, a sustainability consultancy working in the global luxury industry. In its report The Way to Win, Positive Luxury argues that getting purpose right comes down to trust.

“Misinformation flourishes, corporations are being exposed for unethical conduct and greenwashing,” says Ms Nelson-Bennett.

“Luxury’s fastest growing base of consumers are younger, and the younger generations make valuebased decisions about the companies they will buy from and work for – not just physical aesthetic and quality. The first step is to understand the reality of your current situation, then identify areas to build and actions to take, truly engage your employees and partners and then be brave in communicating this with transparency to customers. The positive is that luxury can do this in the most compelling way – it is renowned for creative and authentic story telling.”

Maryam Meddin, founder and CEO of The Soke, a private mental health and wellness centre, takes

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This page from top Trust and transparency are vital to a brand’s success. The overarching mission and purpose of the Victor brand lies in its tagline, ‘a better way to fly’

ENABLING MEMBERS TO:

Victor’s Purpose

BY FOCUSING ON

A DEEP COMMITMENT TO

RESPONSIBLE AND MORE SUSTAINABLE PRIVATE JET TRAVEL

CLIMATE ACTION

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AND TRANSPARENCY IN A TRADITIONALLY OPAQUE INDUSTRY

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Can you trust Sustainable Aviation Fuel?

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NUMEROUS COMPANIES IN THE AVIATION INDUSTRY FREQUENTLY TOUT THE ADVANTAGES OF THEIR CARBON OFFSETTING INITIATIVES, A TREND THAT HAS FACED INCREASING SCEPTICISM. IN THIS FEATURE, WE DISTINGUISH THE SUSTAINABLE AVIATION FUEL INDUSTRY FROM OTHER FRAMEWORKS, DEBUNKING SOME PREVAILING MISCONCEPTIONS ALONG THE WAY words > MA X STOTT

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ustainable Aviation Fuel (SAF) is the perfect example of innovation that simply can’t be explained in an attention-grabbing headline. There certainly isn’t any shortage of scientific literature or practical case studies that prove the credibility of SAF, but when you consider that it has been around since 2008 – that’s almost 15 years now – the unfortunate reality is that the vast majority of flyers have little to no idea of what it actually is.

SAF represents the aviation industry’s cutting-edge fuel innovation, harnessed from entirely renewable waste and residue sources such as used cooking oil. When compared to traditional fossil jet fuel, SAF boasts a remarkable reduction of up to 80% in greenhouse gas emissions over the entire life-cycle of the fuel. Though the benefits of this solution might appear obvious, there still remain some challenges facing the SAF industry as it looks to make a more significant impact on the wider aviation industry.

It might seem frustrating that a readily available innovation like SAF has encountered such challenges with regards to garnering the attention of the average consumer and media, especially when compared to

the enthusiasm surrounding electric and hydrogen technologies. It is noteworthy, however, that this disparity in public interest appears to be rooted in the ongoing quest for a singular, allencompassing solution, often referred to as the ‘silver bullet.’ Paradoxically, this relentless pursuit sometimes overshadows the proven and readily available options, such as SAF. Sustainable Aviation Fuel is the key solution for aviation’s climate issues – not only is it an obvious improvement on fossil fuels but it is pegged to mitigate 65% of aviation’s carbon emissions by 2050. However, there remains a certain degree of apprehension in some corners of the market. Susanne Bouma, Head of Partnerships and Programmes at Neste, the world’s largest producer of SAF, explains why this challenge remains; “Not taking action is the easiest way out in the short term.

We recognise that change can be challenging, particularly when it might incur additional costs. However, efforts to question the credibility and accuracy of SAF as a solution to reduce emissions, as well as the absence of welldefined policies and financial allocations for sustainable travel, are merely symptoms of inaction.”

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SAF represents the aviation industry’s cutting-edge fuel innovation, harnessed from entirely renewable waste and residue sources such as used cooking oil

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This page SAF represents the aviation industry’s cutting-edge fuel innovation; Compared to traditional fossil jet fuel, SAF boasts a reduction of up to 80% in greenhouse gas emissions over the entire lifecycle of the fuel

Sustainability is absolutely key, and we only accept renewable raw materials from those suppliers that are able to meet strict criteria for sustainability

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Neste is the first to admit that, as with any solution, SAF isn’t 100% perfect, but that is not to say its adoption should be overlooked in favour of solutions that aren’t even ready to be implemented. Bouma states, “Other technologies like electric or hydrogen-powered flight, as well as more efficient aircraft designs and flight routes, are all part of the equation.

The key difference is that SAF is available today and can be used in current aircraft and fuel infrastructure, whereas hydrogen and electric still require years of R&D. The two alternatives here, unfortunately, need serious overall infrastructure and energy transition changes.”

Bouma emphasises that properly communicating the credibility of SAF plays an indispensable role in establishing the trustworthiness of the solution. She highlights the multifaceted nature of Neste’s sustainability approach by highlighting

their meticulous calculation of greenhouse gas emissions using wellestablished lifecycle assessment methodologies.

These methods ensure comprehensive accounting for emissions throughout the fuel’s entire lifecycle, encompassing production and logistics. Another key distinguishing feature of SAF, in contrast to fossil fuels, lies in its raw materials, which are derived from biogenic sources that have absorbed carbon during their lifecycle. When SAF is burned, it effectively recycles carbon that was already present, contributing to its more environmentally responsible profile.

In keeping with the theme of trust, Neste is also very aware of claims suggesting that “there isn’t enough SAF to supply the needed demand”. This notion has become the go-to argument for naysayers of SAF in recent years, however, the reality is that Neste could potentially have an excess SAF production

capacity by 2028. Reuters recently wrote in an article that the company is seeking greater clarity on long-term demand to substantiate investments beyond that timeframe.

Neste’s objective is to increase its production of renewable fuels to surpass 6 million tonnes by 2026, up from the current 4.5 million tonnes. Jonathan Wood, the Vice President of Renewable Aviation, shared this information at an aviation sustainability conference in Dublin, emphasising that 33% of this production will be dedicated to SAF. As well as this, Neste also faces the important challenge of validating and communicating the source of the raw materials they are using to produce SAF. On this topic, Neste asserts it has developed a robust system to ensure its renewable products, and the raw materials it used in their production, always meet the legal sustainability requirements set by local authorities in its markets.

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Previous page Victor customers can choose to reduce the carbon emissions of their private jet charter by purchasing SAF for their bookings

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This is not only a clear indication of the growing demand for more sustainable air travel, but also proof that our customers trust our innovative blueprint

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Most commercial airlines still talk often and loudly about the benefits of carbon offsetting despite growing scepticism.

Carbon offsetting has its merits when done effectively; however, one could argue that the far more constructive stance to take would be to stop carbon emissions from getting into the atmosphere in the first place and to help make sure that fossil fuels stay underground.

Offsetting and Sustainable Aviation Fuel represent distinct approaches to addressing the environmental impact of air travel. When one purchases offsets, it effectively serves as compensation for emissions elsewhere, but it does not mitigate the direct impact of one’s own emissions. In essence, offsetting allows for the continuation of emitting the same level of emissions as before – this is what has led to most serious climate campaigners losing faith in carbon offset schemes.

Victor’s decision to discontinue its 200% carbon offsetting initiative in

favour of wholeheartedly championing SAF exemplifies the profound distinction between these two solutions.

Victor’s ‘Pay Here, Use There’ model enables customers to voluntarily purchase Neste’s Sustainable Aviation Fuel every time they charter an aircraft, irrespective of aircraft or airport. When the customer chooses how much SAF it would like to buy, Victor notifies Neste, who then delivers the SAF from its refinery to Helsinki airport where it is then used on a commercial flight by one of its partner airlines.

After the commercial airline has burnt the fuel, the certification process can take place. The Victor customer who purchased the SAF will get a receipt or certificate itemising exactly how much SAF it bought, details of the flight that burnt the fuel, and details of the greenhouse gas emission reduction achieved.

This certificate can be used for the customers’ emission reporting, even against any science-based targets they need to meet.”

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If everyone would follow the Victor blueprint and be able to replicate the results that they are achieving today, we would already be in line with what we need to reach net zero in 2050

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Previous page Since 2022, Victor has partnered with Neste enabling its customers to choose to reduce the carbon emissions of their private jet charter by purchasing SAF for their bookings

” Toby Edwards, co-CEO of Victor explains, “Our ‘Pay Here, Use There’ blueprint is different from offsetting because the emission reduction is in-sector, meaning it is staying in aviation. Furthermore, the emission reduction is ‘immediate’, and there is a clear chain of custody.

One in five of our customers are voluntarily buying SAF, and, on average, they are spending around £959 on SAF per booking.

This is not only a clear indication of the growing demand for more sustainable air travel, but also proof that our customers trust our innovative blueprint.”

Nicolas Guillaume, Partnership Manager at Neste adds, “If all airlines/ operators use this model we can demonstrate a significant demand pool, and this will help to accelerate the production of SAF. To reach net-zero 2050 we need ~18 million tonnes of SAF in 2030 according to IATA. If everyone would follow the Victor blueprint and be able to replicate the results that it is achieving today, we would already be in line with what we need to reach net zero in 2050.”

The critical question of sustainability necessitates that those who benefit

most from air travel bear the responsibility to make more sustainable decisions.

Neste’s vision, alongside innovative solutions like SAF and Victor’s pioneering approach, points us in the right direction. By embracing these forwardlooking initiatives, we inch closer to a future where sustainability is no longer an aspiration but an integral part of air travel.

Ultimately, for SAF to realise its full potential, it must break out of the echo chamber and inspire the commercial industry to change their habits. In order to do this the aviation industry as a whole needs to step up to the mark and ask not what the SAF market can do for them, but rather what they can do for the SAF market. Victor has already paved the way for the business aviation sector, acting as a test bed for the wider commercial air travel sector. By following suit, the industry opens the door to innovation, collaboration, and, ultimately, a more sustainable and environmentally responsible future for air travel. The realisation of SAF’s full potential hinges on building trust between stakeholders as well as the industry’s dedication to becoming a catalyst for change.

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Above & Beyond FOR THIS ARTICLE, WE EXAMINE LUXURY BRANDS ACROSS THE GLOBE IN ORDER TO UNDERSTAND THEIR STRATEGIES FOR ACHIEVING CUSTOMER SERVICE EXCELLENCE WITHIN THEIR RESPECTIVE INDUSTRIES words > RORY FH SMITH

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hile in-person customer service is rapidly being replaced by AI chatbots and long-winded FAQ pages as more sales move online, the art of service remains in rude health in the luxury sector.

Brands must battle for buyers’ attention and loyalty now more than ever, placing even more importance on this ancient art form. Understanding its origins and the diverse ways different countries and cultures approach it is essential.

After all, an in-person interaction can – hopefully – leave us feeling fulfilled and restore our faith in humanity.

In the quest for exemplary customer service, look no further than Japan.

Home to ‘omotenashi’, which is often overlooked as ordinary hospitality, in practice the act goes much further than that. This Japanese concept of welcoming and caring for guests with warmth, graciousness and attentiveness gained global traction in 2013 when the country was promoting itself as the Olympic 2020 host. While others

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describe it as ‘wholehearted hospitality’ or ‘selfless service’, the concept is deeply ingrained in Japanese society, with roots dating back to the advent of the tea ceremony. Today, brands like Japanese luxury carmaker Lexus prides itself on practicing omotenashi, which was written into the ‘The Lexus Covenant’ when the brand launched in 1989. It stresses the need to treat “each customer as we would a guest in our home”. The results speak for themselves with Lexus regularly topping the charts for customer service satisfaction.

Often accused of going a little over the top when it comes to smiles and the customary ‘how’s your day going?” type questions, brands such as Apple and Tesla have a more formulaic approach to customer service. Despite the footfall flowing through their stores on any given day, Apple reportedly uses the acronym ‘APPLE’ to explain its service philosophy to staff. “Approach customers with a personalized warm welcome; Probe

politely to understand all the customer’s needs; Present a solution for the customer to take home today; Listen for and resolve any issues or concerns; End with a fond farewell and an invitation to return.” While it’s a convenient set of principles to go by, it’s clearly working given the tech company is now one of the most prevalent household names in the world, with annual sales in of close to US$ 400 billion.

For Tesla, the marque bucked the trend in the car world by selling directly to its customers, cutting out the need for third-party dealerships. By doing this, the electric carmaker maintains greater control over its customer service, owning the entire relationship, from start to finish and ensuring consistency around the world.

Flying the flag for the UK is Virgin founder Richard Branson, who once remarked, “if you can put staff first, your customer second, and shareholders third, effectively, in the end, the shareholders do well, the customers

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If you can put staff first, your customer second, and shareholders third, effectively, in the end, the shareholders do well, the customers do better, and your staff are happy

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do better, and your staff are happy.”

Illustrating how care is a critical component of a successful business, British luxury brands continue to pride themselves on excellent service.

In the world of fashion, Burberry recently boosted its reputation for care and service by rethinking its in-store experiences. The renovation of its ‘digitally enhanced’ flagship store on London’s Regents Street took two years to complete and blurs the line between the physical and digital. Sited in what used to be an old cinema, the store features full length screens which can be switched to mirrors if needed, a vast central screen showcasing the latest collections and catwalk shows, and no traditional till counters. Instead, every staff member is on hand with iPads ready to advise, assist and take a payment anywhere in the 44,000 square feet space.

From cars to haute couture, mastering the art of service is more critical than ever as the competition

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for customers continues to intensify in the world of luxury retail. While the methodology differs around the world, if done successfully, the result is the same; with more loyal customers queuing up and buying into the brand.

In the words of Anne Morrow Lindeberg, Author and Aviator: “To give without any reward, or any notice, has a special quality of its own.”

Previous page Mastering the art of service is more critical than ever as the competition for customers continues to intensify in the world of luxury retail and hospitality

This page from left Brands must battle for buyers’ attention and loyalty now more than ever, placing even more importance on this ancient art form of service

From the evolution of electric flight to the future of AI and how to fly with a conscience, this is the ultimate guide to aviation in 2024 – and beyond

PR EDATOR 65

Flight 40 — Sky High Design | 44 — Electric Shock 48 — AI-viation

London Group SUNSEEKER LONDON 34-36 Davies Street, Mayfair, London, W1K 4NF Tel: +44 (0)20 7355 0980 | Email: marketing@sunseekerlondon.com www.sunseekerlondon.com

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SK Y H IGH DESIGN

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WE SPEAK TO THE DIRECTOR OF INTERIOR DESIGN AT GULFSTREAM TO GET TO GRIPS WITH THE BRAND'S CUSTOMER JOURNEY EXPERIENCE AND HEAR ABOUT THE LATEST TRENDS IN THIS INCREDIBLY NICHE FIELD OF WORK

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words > RACHEL INGRAM

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Practically every element, from the flooring to the furnishings, sidewall coverings and even the latches on the cabinetry can be fully customised

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rivate jets have evolved from vehicles to transport flyers efficiently between two points, to an extension of an owner’s home or office.

In turn, aviation interiors have become increasingly innovative and customisable, with flexible layouts, novel materials and technology solutions giving designers renewed creative freedom.

As personalisation becomes the new definition of luxury in aviation design, Gulfstream offers owners the opportunity to create bespoke cabins onboard their new or refitted aircraft. “Every Gulfstream interior is designed precisely to each customer’s specifications,” says Tray Crow, Director, Interior Design at Gulfstream. “Practically every element, from the flooring to the furnishings, sidewall coverings and even the latches on the cabinetry can be fully customised as long as they can be certified for flight.”

When Forecast International revealed its 2023-2032 analysis of the Market for Business Jet Aircraft, it estimated that a total of 7,875 business jets, worth $258.7 billion, will be produced in the next decade. The findings put Gulfstream up top in terms of the monetary value of production – the manufacturer is projected to “take the lead on the production of $90.2 billion worth of business jets, for a market share of 34.9 per cent,” the report states. In terms of unit production, Gulfstream is projected to be second only after Cessna, based on a “forecast production of 1,593 business jets, for a market share of 20.2 per cent”.

This means a lot more interior projects for Crow and his team.

The interior design process begins with a conversation with one of the American manufacturer’s award-winning designers who asks the customer questions such as, ‘What inspires you?’, ‘What are your favourite spaces?’ and ‘What is your typical mission?’

A wider team, made up of a completions delivery executive, interior designer

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Previous page from left Aviation interiors have become increasingly innovative and customisable.; Gulfstream offers owners the opportunity to create bespoke cabins onboard their new or refitted aircraft; Gulfstream has 200 logs sourced from around the world held in reserve exclusively for its clients

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This page The personalisation process grows with the choice of materials, fabric, veneer, carpets Next page from top Gulfstream has built a reputation for innovation through its premium G800 model; The G800 has been praised for its comfort and flexibility

and completions delivery associate, then work closely with the client to better understand their requirements and define the spaces.

“Once we’ve customised the floor plan, we launch the interior design process with fabric, leather, veneer and carpet samples to simplify what can be an overwhelming number of decisions,” Crow says. “From there, the personalisation process begins.”

“We maintain exclusive relationships with our suppliers to customise materials, such as carpets and leathers, to suit the interior design scheme and palette we are creating,” Crow adds.

“Gulfstream clients can also choose from a dedicated supply of natural, exotic woods for the bulkheads, cabinetry and accents.”

To guarantee consistency and availability, for example when it comes to wood, Gulfstream maintains a live log programme guaranteeing that 200 logs sourced from around the world are held in reserve exclusively for its clients.

Flexibility is at the core of Gulfstream’s interior design and outfitting process.

“If we can be nimble with design, we can best accommodate the utmost in specialisations,” Crow says. “One way we maintain flexibility and quality is by completing all aircraft interiors inhouse, allowing designers, engineers,

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the manufacturing team and others the ability to collaborate easily and ensure the final product meets the high Gulfstream standard.”

The Gulfstream team also helps clients to achieve consistency in terms of style and quality across their properties and vehicles by, if requested, replicating materials used in the client’s wider asset portfolio. “With Gulfstream interiors becoming more mixed-use spaces and extensions of our customers lives, they are seeking the types of materials and accessories they have in their homes, such as natural stone, dynamic lighting and sconces,” Crow says.

The same philosophy applies to the layout and usage of space. “Our customers want to make a seamless transition from life on the ground to life in their aircraft, and we do this by creating living areas that serve their own distinct purposes, whether that is an entertainment space, a dining or conference space or a private meeting space that flexes as a bedroom,” Crow says.

“Since the introduction of the G650 in 2008, the ultra-long-range standard Gulfstream established for business jet travel has given passengers the ability to live and work in the air much in the same way they do on the ground. This has opened many possibilities to blend innovation and artistry in cabin design.”

Once a final design has been agreed, the completions team works with the client to keep them updated and ensure that the finished product will “exceed” their expectations.

While Gulfstream isn’t the only aviation manufacturer to offer personalised interiors, the company has built a reputation for innovation through its premium models, including the new long-range G800 which uniquely features four separate living spaces and has been praised for its comfort and flexibility. Having recently visited the Gulfstream HQ for an educational brand immersion, the Victor team believes that Gulfstream’s exemplary service offers customers the very best in terms of innovative luxury and attention to detail.

“Gulfstream recognises that discerning business jet owners expect their aircraft to wed time and excellence,” Crow says. “With a Gulfstream, you can have that rare combination of speed, painstaking craftsmanship, bespoke design and artistry.”

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With a Gulfstream, you can have that rare combination of speed, painstaking craftsmanship, bespoke design and artistry

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ELECTRIC SHOCK THE CLIMATE CONVERSATION HAS CATALYSED MAJOR INNOVATION IN THE AVIATION INDUSTRY, BUT HOW LONG WILL IT REALLY BE BEFORE WE’RE TAKING TO THE SKIES IN ELECTRIC-POWERED AIRCRAFT? words > RACHEL ENGLAND

hile aviation represents just 2.5% of all global carbon emissions, the sector’s explosive growth in recent times means emissions have doubled since the mid-1980s and are set to reach 11% by 2035.

This clearly puts the industry at odds with the net-zero carbon emissions deadline for 2050 set by the UN, catalysing fledgling startups, industry titans and government agencies alike in the pursuit of more sustainable air travel. This begs the question, is electrification the answer?

In the previous Victor magazine, the same question was posed in an article titled ‘Electric Dreams’. The article argued that electrification was indeed the answer. As Clive Jackson, former Founder and Chairman of Victor, said in the feature, ‘It’s one of the most basic inherited human rights to aspire to build a better life for yourself and your family. And part of that is exploration for business, leisure and for enjoyment – and that is travel. Victor is looking forward to welcoming the first generation of electric aircraft into its market as soon as it comes online.’

That was two years ago, and the questions remain; how far along has the aviation industry come? Are we any closer to an electric alternative?

The allure of emissions-free flight has sparked promising innovation from a host of aviation companies. Uber, Boeing, Rolls-Royce and Airbus are just a few of the names that have conducted successful trials involving small, electrified aircraft covering short distances, prompting great excitement within the urban air mobility sector and its proponents of the hotly anticipated flying taxi. Reports suggest that eVTOL (electric vertical take-off and landing) crafts will be operational in a matter of years, with as many as 430,000 gracing our skies by 2040.

But for larger commercial aircraft, electrification proves a far greater challenge. There are certainly ambitious plans afoot – EasyJet has partnered with US startup Wright Electric on an all-electric, 186-seat commercial passenger jet it says will be operational by 2030, for example. But battery technology is not yet where it needs to be to make a simple switch to electric aviation at scale.

The problem is that batteries are considerably heavier than fuel and remain heavy for the duration of their use.

Jet fuel is light and depletes throughout a plane’s journey, increasing its range by about 10–20%. According to the University of Houston Energy Fellows, even with today’s state-of-the-art lithium-ion cells, it would take 1.2 million pounds worth of batteries to replace just one engine of a 747.

Anyone who’s ever paid over the odds for a small carry-on bag knows that weight is at a premium on aircraft, so this is a clearly untenable figure. To close the gap, we need to either make lithium-ion batteries lighter or develop new batteries that hold more energy.

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Even with today’s state-of-the-art lithium-ion cells, it would take 1.2 million pounds worth of batteries to replace just one engine of a 747 airliner

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Previous page Uber, Boeing, Rolls-Royce and Airbus are just a few of the names that have conducted successful trials involving small, electrified aircraft covering short distances

Additionally, the electric motors in use today are far too heavy for most applications in aerospace. They’re also much less powerful than jet engines, and the heat they generate places an upper limit on the amount of power they can safely output.

Better batteries and more efficient motors are therefore at the top of the agenda for innovation in this space, but until we reach the highly coveted power-to-weight ratio – or see key developments in other areas such as hydrogen or biofuels – electrification is still able to impact commercial aviation emissions in other ways.

Micro-hybridisation, for example, sees batteries play a supporting role in functions such as air conditioning, cabin pressurisation, communications, flight controls and landing gear.

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If eVTOL crafts are in the pipeline, and electric commercial jetliners are still a pipedream, what’s happening in the space in between?

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Electrification could also be used to assist the thermal engines during taxi and descent, which could reduce an aircraft’s environmental footprint by around 6%.

Larger-scale hybrid-electric technology, meanwhile, combines a conventional internal combustion engine (ICE) system with an electric propulsion system to deliver better fuel economies and additional health and environmental benefits.

Researchers at The Massachusetts Institute of Technology (MIT) are currently working on a hybrid propulsion system that they claim could eliminate 95% of aviation’s nitrogen oxide emissions, which are estimated to cause around 16,000 premature deaths each year.

But if eVTOL crafts are in the pipeline, and electric commercial jetliners are still a pipedream, what’s happening in the space in between? For small commuter jets and private flights, electrification is a far more feasible proposition with current technology and could be taking off sooner than you think.

In 2020, Swedish aircraft manufacturer, Heart Aerospace launched a 19-seat electric aircraft designed to cover up to 125 miles. United Airlines has already invested in 100 of the planes, due to enter service in 2026. Air Canada, meanwhile, has announced its plans to buy 30 of the company’s proposed 30-seaters – with an enhanced range of 500 miles thanks to a hybrid-electric propulsion system – for operation by 2028.

Given that around half of the flight routes operated worldwide today are less than 500 miles, there are obvious opportunities for electric aviation in the ‘short hop’ market.

But there are still challenges here. Electric airplanes will

need powerful and efficient charging infrastructure, while certifying new aircraft is an arduous and expensive process.

Then, of course, there’s the ongoing debate around mineral mining. While many tech companies have stepped away from cobalt due to worker exploitation in mining locations, demand for lithium is skyrocketing, and so too are the instances of harm to water, wildlife and people in its extraction. Could we potentially be bulldozing other environmental considerations in our hurry to decarbonise air travel?

Given the young state of the industry, it may be too soon to say. But with such powerful drivers for action, new

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This page from top left Reports suggest that eVTOL crafts will be operational in a matter of years, with as many as 430,000 by 2040; It is still a very young market, but with new and powerful drivers for action and change, new developments are coming to market all the time

developments are coming to market all the time. In the ‘Electric Dream’s’ article from Victor Magazine 2022, the estimate was approximately ’10 to 20 years’ for all-new electric aircrafts. Governments and aerospace giants are joining forces, not only to navigate the challenges but to soar above them. The growing infrastructure, coupled with the buzz of consumer interest, paints a vivid picture of a near future where electric-powered aviation could become almost normal by 2032. Private aviation, already at the cutting edge of technological advancement, stands poised to lead this charge into the future.

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A I V I A T I O N ARTIFICIAL INTELLIGENCE IS CHANGING OUR WORLD AT A RAPID PACE. WHILE AI HOLDS ENORMOUS POTENTIAL FOR THE AVIATION INDUSTRY, WILL PEOPLE TRUST IT ENOUGH TO FLY ON AN AIRCRAFT WITHOUT A PILOT? words > CHRISTOPHER BEANLAND

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Airlines would love to make planes that don’t need pilots, just as companies on the ground want trains and trucks that don’t need drivers

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This page Autonomous flying vehicles are the latest in aerospace – with all three big US carriers (American, United and Delta) investing in startups

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I has transformed travel on the ground and now has its sights set on the skies above us.

There are of course numerous examples of efficiencies and innovation that AI has delivered to aviation. But how far are we willing to let the computers go? We are just about ready for autonomous cars – but could any flyer stomach a plane without a pilot?

Aviation is always innovating – from the jet engine to supersonic travel to autopilots and computerised cockpits.

One example of an airline employing the newest AI is Alaska Airlines. Alaska used the slow down of the pandemic to test out new flight path programming for their aircraft. Alaska Airlines implemented an AI-driven programme called Flyways to discover optimal flight

paths by factoring in the original route, current weather conditions, weight of the aircraft, and other factors to determine what the most efficient course through the clouds would be.

“Flyways AI has transformed how Alaska Airlines approaches route planning and optimisation, enabling our highly skilled dispatchers to work even smarter to deliver the safest and most efficient routes to our pilots, saving time and carbon emissions and mitigating congestion,” said Diana Birkett Rakow, Vice President of Public Affairs and sustainability for Alaska Airlines.

During the six-month pilot programme, Flyways shaved off an average five minutes from flights.

That may not seem like much, but that amounts to a whopping 480,000 gallons

of jet fuel saved. Some observers have dubbed it a “Waze of the air” – a system that could ape the intelligent satnav systems we have in our cars.

Autonomous flying vehicles are the latest thing in aerospace – with all three big US carriers (American, United and Delta) investing in startups that are trying to leverage AI tech to offer an ‘Uber of the skies’ that will eventually usurp helicopters.

Delta has invested US$ 60 million in Joby, which seeks to design flying taxis.

AI would sit at the heart of its platform, de-skilling the pilot role to more of a driver function, the computer doing the work. Helicopters, for example, require an input every second from the pilot – making flying one challenging. Flying cars have been touted by companies like

Alef in California, Doroni and Slovakia’s Klein, all also implementing aspects of AI. If AI controls lots of things then normal people will, in theory, be able to take control of the wheel (or yoke).

American Airlines has worked with Google Research on ways to improve routing in flight. Its recent study showed a 54% reduction in condensation trails, which heat the atmosphere, by using AI prediction and sharing data.

“We’re committed to working across the aviation industry to use AI to make contrail avoidance a reality over the coming years,” says Google’s Carl Elkin.

On a smaller level, Swiss has used AI to predict wind patterns at its Zurich hub to improve landing efficiency.

While Jetblue has invested in eight AI companies, one – FLYR – helps to regulate ticket pricing. And on a dayto-day level many airlines have invested in AI chatbots to handle customer enquiries and complaints from websites.

Newer commercial aircraft are heavily led by an autopilot inflight – the pilot sets the course, height and speed and the computer does the rest.

This automation is no substitute for a take off and landing though, where constant variables and safety critical split second decisions mean that only a pilot can perform these two tasks – literally pilots earns their wings on the take off and especially on the landing.

However, AI is always getting better. AI-powered drones have been challenging received wisdom about human superiority. The journal Nature reported in summer 2023 that researchers from the University of Zurich had developed AI drones which have excelled at drone racing along

dramatic 3D courses, winning 15 out of 25 races against humans. The drones learned by repeatedly racing the course in simulations. The only downside – that learning was often precipitated by many, many crashes – clearly one crash in a real aircraft is one too many.

A complicated issue will surely arise around morals – how can we teach robots to make ‘human’ decisions?

We’re talking about pilots ditching a stricken plane in the hills to avoid a populated town or risk calculation – a pilot with fuel running out will make an educated gamble on how far to an airfield they are willing to fly.

This ‘moral learning’ will represent the next phase of AI. It is redolent of Blade Runner where the robotic cyborgs are programmed to act like humans and the philosophical question is raised: what does it mean to be human and can we teach right and wrong and empathy to a robot?

Autonomous flight is the big one though. But would you trust AI to look after your journey when you are flying through the sky in a metal tube? Are we ready to allow computers to make these life and death decisions?

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''You might see a one-pilot aircraft.

Could the aircraft be flown on a fully automated basis? Yes it could, technology is right up there now,” Emirates president Tim Clark recently told CNBC. “But passengers like to think there are two pilots up there.

There will always be somebody on the flight deck in my view.”

Airlines would love to make planes that don’t need pilots, just as companies on the ground want trains and trucks that don’t need drivers. The day will probably come when we don’t have humans at the controls of any of these things – but safety has to be the number one concern. But, anyway, AI still offers tantalising prospects and could propel air travel into a glittering, robotic future – as these companies are demonstrating.

We’re sure the Wright Brothers would be amazed at how far we’ve come.

From arctic adventures to remote private islands, discover the best opportunities for exploration across the globe

Italian interior architectural design studio

Landing 54 — Superyachts for Science | 58 — New from the North 62 — The Rise and Future of Tourism in the GCC 66 — Best Golfing Destinations for 2024 | 70 — Extreme Wellness 74 — The Last Wild

Fontana provides their clients with creative, elegant design solutions for their homes, with unique taste and personality

Showroom 590 King’s Road, London SW6 2DX +44 (0) 207 736 4446 info@fontana.london | www.fontana.london ©2023 Fontana Ltd. All rights reserved. Company No: 08520836 | Registered office: same as above | Directors: Mr D Fontana & Mr M Gianquitto

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SITTING AT THE INTERSECTION OF EXCESS, SCIENCE, AND EXPLORATION, SOME SUPERYACHTS ARE NOW PLAYING A PROMINENT ROLE IN FURTHERING OUR UNDERSTANDING OF THE DEEP

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This void has created what may be the last frontier on Earth, and its allure has drawn some significant investment from private explorers. For a generation, an iconic group of purpose-built research superyachts has pioneered private research

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superyacht is one of the most expensive, and certainly one of the most unnecessary, private assets that a human being can own. It’s fair to say the typical idea of a superyacht (i.e. a big white floating palace in the Med) doesn’t typically conjure up favourable connotations such as ‘exploration’, ‘conservation’ and ‘academia’.

However, while that may be the case for now, there is a new and exciting trend emerging in the playground of the rich which is giving the industry something it is sorely lacking – justification for its very existence.

There is no magical button that can get rid of all superyachts, and the fact of the matter is that the industry cannot just be ‘shut off’. There are thousands of superyachts sprawled all over the globe, some of them anchored off the most remote corners of the seven seas. Rather than taking an approach of outright refutation, wouldn’t it make more sense to at least try and make these vessels useful, rather than intrusive, while they sit in these environments?

Shackleton’s Endurance

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4000m Previous page Superyachts now play a prominent role in furthering our understanding of the deep

Mariana Trench

DSSV Pressure Drop

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Against the backdrop of a climate in flux, there is a growing community of yacht owners and yacht crews who seem to think so, and they have very good reasons too. The roughly 360 million square kilometres of ocean surface is, on average, 3,682 metres deep. This three-dimensional space makes up more than 95% of the total liveable habitat on Earth. It is mostly dark, cold, and out of mind. Despite significant advancements in marine research technologies, we still know remarkably little about this expanse.

According to the National Ocean Service, we have accurately explored and mapped just 5% of the sea floor.

The resolution in charts can only be measured in hundreds of metres, leading to the assertion that we know more about the surface of the moon than the sea floor. With respect to species, we’re not much better, with scientists estimating that we have only discovered 10% of the biodiversity in the deep.

The reason for this lack of knowledge is the cost and logistical hurdles encountered by scientists and academic institutes that hope to undertake ocean

Challenger Deep

research. Put simply, marine research vessels are exceedingly rare and prohibitively expensive. Applications for funding are convoluted, and time allocations onboard ocean-capable vessels are strictly limited.

This void has created what may be the last frontier on Earth, and its allure has drawn some significant investment from private explorers.

For a generation, an iconic group of purpose-built research superyachts has pioneered private research.

Microsoft co-founder, the late Paul Allen, built the 126-metre motor yacht Octopus in 2003, one of the first true exploration platforms equipped with research labs and submarines.

The 56-metre Alucia was converted from a French commercial vessel by Ray Dalio in 2012 and would go on to host the BBC while filming the second season of the Blue Planet.

Today, Dalio’s OceanX group is operating what is undoubtedly the most advanced private exploration and research platform ever built, the 87-metre OceanXplorer. The first successful repeated descent to the Challenger Deep, the deepest

point in the ocean (10,902 metres), was conducted by private explorer Victor Vescovo with his custom-built submersible and vessel, DSSV Pressure Drop.

The ground-breaking vessels above are at the extreme end of the fleet, but all yachts sit on a spectrum of potential for scientific research. The utility of a superyacht very rarely matches its capability in the way that these have.

The term ‘superyacht’ itself has blurred boundaries and remains a firmly subjective classification.

If qualified as a vessel over 30 metres in length – the size that a yacht requires a full-time crew and can complete ocean crossings – then the fleet comprises just over 6000 active vessels and is growing by around 160 units per year. These yachts have the range, onboard space, and, crucially, the time and money to support scientific operations at sea.

This is where the non-profit organisation Yachts for Science, comes in. Operating at the junction point of private vessels, academic institutions and global logistics, they are rapidly

This page from top left The first successful repeated descent the deepest point in the ocean (10,902 metres), was conducted by private explorer Victor Vescovo; Scientists estimate we have only discovered 10% of the biodiversity in our oceans; Privately owned yachts have the capacity to make an immense contribution to ocean science; Custom built submarines allow access to the deepest points

expanding the range of yachts that can engage. Connecting capable superyachts and their crews with scientists to conduct this research.

With the right level of organisation and planning, the global fleet of privately owned yachts has the collective capacity to make an immense contribution to ocean science. Some of the current projects Yachts for Science is coordinating include researching the underwater hydrothermal vents off the coast of the Azores, exploring the coral reefs of the twilight zone in the Northern Caribbean, and studying the White Shark population in the Mediterranean, to name but a few.

As the relationship between academic institutions and the superyacht industry progresses, the number of projects that vessels can interact with will diversify. Periods of downtime and crossings can become avenues for research. Owners, crew, and their superyachts can assume a prominent role in furthering our understanding of the deep, thereby becoming advocates for the ocean on which they operate.

Scientific Potential The ocean surface makes up more than

95 per cent of the total liveable habitat on Earth

We have accurately explored and mapped just

five per cent of the sea floor

Scientists estimate that we have only discovered

10 per cent of the biodiversity in the deep The global superyacht fleet comprises of over

6000 active vessels

capable of supporting scientific operations at sea

Yachts for Science

is rapidly expanding this range of yachts that can engage and make an immense contribution to ocean science

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NEW FROM THE NORTH: SCANDINAVIAN WINE SCANDINAVIA’S EMERGING WINE INDUSTRY IS BECOMING A VERY REAL ATTRACTION FOR LUXURY TRAVELLERS. SCIENTISTS BELIEVE IT WILL BE A MATTER OF DECADES BEFORE THE REGION’S CLIMATE BEGINS TO REFLECT PLACES LIKE NORTHERN FRANCE

words > ROBIN GOLDSMITH

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hatever its origin, and despite the obvious negative consequences of fluctuating global weather patterns, global warming is allowing areas of the world to become the new ‘cool climate’ wine zones. Even Scandinavia, known for its spirits, fruit wines and beer, now has several commercial vineyards and is challenging preconceptions around the areas of the globe previously deemed too cold for winemaking.

Temperatures in the country’s south have increased by about 2°C over the past 30 years compared to the previous 30 years. Climate experts predict that in 50 years’ time, Scandinavia’s climate will be more like that of northern France. So, making wine there is becoming more viable.

Take Denmark, for instance, commercial production of wine has been allowed since 2001.

Hobby growers had already started cultivating grapes in the early 1990s,

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before other Nordic nations followed suit. Today, the country has 110 commercial producers and around 1300 hobby growers. Vineyards are spread throughout the country, but are mainly by the coast and on the islands.

Denmark is also the only Scandinavian country with a PDO (Protected Designation of Origin), reserved for sparkling wine from Dons, the EU’s northernmost appellation.

Very few fungicides are approved by the Danish authorities, so viticulture is dependant on grape varieties robust enough to withstand fungal diseases, humidity, winter frosts and cold nights. These are primarily ‘hybrids’ (crossings of different grape species). Solaris, a hardy white grape, is particularly important, typically showing green apple, citrus, gooseberry, and elderflower notes.

Rondo, with its tangy berry and spice character, dominates the reds.

Skærsøgaard is Denmark’s first licensed and most awarded winery, now in its 26th year. It’s also one of the largest in Scandinavia with approximately 10 hectares of land and 30,000 vines, including 47% dedicated to Solaris and 17% to Rondo. Owner Sven Moesgaard says his goal is to make wine that “bears the mark of Danish summers with long, bright nights, slow aromatic ripening of the grapes and a classic craftsmanship quality.”

Särtshöga Vineyard’s Niclas Albinsson makes traditional method sparkling wine in Sweden, where 80 per cent of vineyards are similarly planted with Solaris and the remaining 20 per cent mainly with other hybrids. However, in what is still a very young wine industry, the adventurous Scandinavian spirit is clearly evident. “We planted 400 vines of Pinot Noir this year to see if it’s possible to make a sparkling wine from that,” he comments.

Albinsson is optimistic too about future growth in the country’s wine industry, as the potential for growing grapes continues to be recognised.

“There are currently around 200 hectares of vineyards in Sweden, split into 40 commercial producers and around 40 hobbyists. Within five years, I think [the vineyard land] will double.”

Betina Newberry of Denmark’s Dyrehøj Vineyard also sees a good

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Owner Sven Moesgaard says his goal is to make wine that “bears the mark of Danish summers with long, bright nights, slow aromatic ripening of the grapes and a classic craftsmanship quality

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future for Scandinavian wine.

“It looks like the world is interested in the freshness and crispness of wines from the Nordic cool climate.

Quality will keep improving as our vines get older and we get cleverer with our viticulture.”

Newberry stresses the importance of environmentally friendly agriculture for the future and Moesgaard agrees.

“We also have a responsibility to make the smallest possible climate footprint, taking good care of nature,” he says. “And not to intervene unnecessarily. With this approach, we know that we can produce fantastic wines in the future and see great growth and demand here in Denmark.”

Scandinavia has some surprising microclimates and soils perfect for growing grapes. Andrea Guerra of Långmyre Vineyard on the Swedish island of Gotland explains the uniqueness of his location. “Gotland is quite different from the rest of the country, especially the southernmost tip where we and the other local vineyards are located. This is the sunniest place in the country, and

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we are subject to very severe and prolonged drought periods. [Also] the whole island is made of limestone, which vines really love.”

Even Norway, at above 58°N latitude, so well outside the traditional viticultural zone in the northern hemisphere of 30°–50°N, has over 31 hectares of vines, although less than ten producers make wine commercially.

For Kenneth Gustafsson, founder of Gothenburg’s first urban winery, Wine Mechanics, Nordic viticulture still has several years to go before quality reaches another level. “I believe Sweden is where the UK was 25 years ago. We need an influx of knowledge and to learn more about which sites work well for vine growing. In ten years, I think we will produce very fine sparkling wines in Sweden from coastal sites.”

The Nordic wine scene is slowly starting to garner media attention, particularly from British wine connoisseurs. Italy and France have always flooded the weekend newspapers, yet a growing trend lately has seen wine critics turning their attention to the smaller production and vineyards from the north. The famous wine critic, Jancis Robinson recently wrote for the Financial Times, “I tasted the wine deemed Norway’s top sparkling wine, Komorebi 2022.

The grape is the early-maturing, disease-resistant Solaris variety grown near Kristiansand in the south.

The scale is small.”

The scale is indeed small, and this may limit the exportation, but their quality is in no way less than noteworthy. These vineyards have commercial production set on their sights, and wine connoisseurs and oenophiles have already started to take note of the quality emerging from these northern vineyards.

Nordic wines certainly have novelty appeal now However, as our climate crisis continues to change the face of global agriculture and interest in products with true local provenance, an engaging story and eco-friendly credentials grows further, then wines from Scandinavia might become a little less niche in the future.

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Previous page Climate experts predict that in 50 years’ time, Scandinavia’s climate will be more like that of northern France This page Viticulture in Northern Europe has grown steadily.

Commercial production of wine has been allowed since 2001 in Denmark. Yet, many experts believe Nordic viticulture still has several years to go before quality reaches the top level

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R I S E – AND FUTURE – OF TOURISM IN THE GCC TOURISM HAS GROWN EXPONENTIALLY IN THE UAE IN THE LAST DECADE, BUT WHICH REGIONS BEYOND DUBAI ARE LOOKING TO EMULATE THE SAME SUCCESS AND BECOME THE NEXT ULTIMATE TOURISM DESTINATION? words > JOSEPH PHELAN

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ubai is a tourism success story like no other. Its transformation from sleepy fishing village to a magnet for all manner of holidaymaker owes much to a cocktail of calculated risk, imaginative thinking, and wholesale belief in a bold, purposeful vision. Dubai has not flourished by accident; its popularity and global reputation is the culmination of an enterprising plan decades in the making.

It is unsurprising, therefore, that some members of the Gulf Cooperation Council (GCC), the Middle East’s pre-eminent political and economic alliance, are seeking to follow the UAE’s lead. They are determined to build on Dubai’s established – and undeniably lucrative – tourism blueprint; what are the results?

This page Dubai is a tourism success story like no other, but other cities are determined to build on their successful tourism blueprint

Next page from top The Louvre Abu Dhabi is an art museum located on Saadiyat Island. It is the most visited museum in the Arab World;

Saudi Arabia’s incredible trilliondollar development, NEOM, launched in 2017, will be powered by 100% renewable energy

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FROM TINY PORT TO TOURISM POWERHOUSE Dubai, the UAE’s most populous city, is a beacon of modernity and progression.

It has grown rapidly over the last five decades, harnessing its oil wealth to become a commerce, retail, and finance hub, while simultaneously establishing itself as one of the planet’s most glamorous tourist destinations.

And it all started with a focus on luxury shopping.

“Tourism in Dubai developed with a strong commercial orientation,” explains Dr. Waleed Hazbun, Professor of International Relations at the University of Alabama. “Then, to attract visitors, it developed showcase projects, such as large malls, tall buildings, and artificial islands. The idea was to grab the attention of the media and have images circulate.”

The gambit worked. The next step was reputation building and audience outreach. Developing sport events and sponsoring various teams, Hazbun says, helped build Dubai’s popularity as a market, and set the foundations for it becoming the Middle East’s premier ‘winter sun’ spot.

However, Hazbun suggests that what benefited Dubai most was its plasticity and capacity to innovate. “Dubai was able to conform to a neoliberal logic driven by a central authoritarian political entity. It has also been able to reformat its landscapes and built environment to meet the needs of the market. This is more difficult in other places, but Dubai has the capital flows to do it.”

THE CULTURE CAPITAL Abu Dhabi, the largest emirate and the capital of the nation, stands as a captivating blend of tradition and modernity, where ancient history harmonises with contemporary developments. Noteworthy landmarks include the Sheikh Zayed Grand Mosque and the Qasr Al Watan Presidential Palace. The distinct emphasis on cultural offerings in Abu Dhabi, in contrast to Dubai’s leisure tourism, highlights how these neighbouring emirates have collaboratively evolved into a formidable force, drawing a diverse array of tourists to the UAE. Saadiyat Island stands as the crown jewel in Abu Dhabi’s ambitious vision

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to evolve into the cultural epicentre of the Gulf Cooperation Council (GCC).

This island, positioned off the coast of the UAE capital, has undergone a remarkable transformation, becoming a symbol of cultural enlightenment and artistic expression. Home to world-class institutions such as the Louvre Abu Dhabi and the Zayed National Museum, Saadiyat Island has seamlessly integrated art, history, and education into its urban fabric.

The development of these cultural landmarks has not only attracted international attention but has also stimulated a thriving local arts scene.

Saadiyat Island has catalysed Abu Dhabi’s journey from an economic giant reliant on its oil reserves, to a cultural hub, fostering a rich tapestry of heritage and creativity that positions the city as the undeniable ‘culture capital’ of the GCC. Abu Dhabi’s commitment to preserving and showcasing the region’s diverse cultural heritage ensures that it will continue to be a beacon of cultural enlightenment for years to come.

IS TOURISM THE NEW OIL? The UAE and its neighbouring GCC countries have accumulated vast reserves of financial capital thanks to the world’s unending thirst for

fossil fuels. Now, however, diversification is very much the name of the game; building economies on the back of finite resources can only reap rewards for so long, and tourism is considered a reliable growth sector. And, while all GCC countries have embraced this mentality to some degree, Saudi Arabia has watched and observed how the UAE has pivoted over the past decade, and begun to truly take it to heart.

Saudi Arabia is a country almost overflowing with ideas and novel concepts, from The Rig, a proposed offshore theme park and adventure hub that will spotlight the country’s industrial heritage, to The Line, a futuristic smart city and activity playground for tourists and residents alike that will, upon completion, contain no cars or streets, and will be carbon neutral.

Interestingly, Doha has taken a slightly different approach, and is carving its own niche. “Doha has not tried to be Dubai,” explains Chris Low, Director of the Middle East Center at the University of Utah. “If Dubai is the land of beach packages, theme parks, waterslides and cocktails, Doha has focused on growing its tourism and hospitality sector through conferences and large events, with the FIFA World Cup being the most obvious example.”

THE FUTURE According to Emran El-Badawi, Associate Professor of Middle Eastern Studies at the University of Houston, GCC countries have all the ingredients to realise comprehensive change.

And, in his eyes, Saudi Arabia is the best placed to thrive.

“There is a generational shift taking place in Saudi Arabia. The Crown Prince is revolutionising the country with policies that include green living initiatives, scientific, business, cultural and educational institutions, and a consistent and concerted development in the tourism sector.”

A clear example of this is NEOM, a trillion-dollar development launched in 2017 by his Royal Highness Prince Mohammed bin Salman bin Abdulaziz, Crown Prince, and Prime Minister.

This incredible and futuristic regional structure and urban development will be powered by 100% renewable energy.

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It is an incredible feat, and developers intend for this megaproject to be finished by 2039. NEOM will become a community powered by talent and diversity across 14 sectors, including manufacturing, water, technology and digital, entertainment, energy and many more. It lends the question: is this what the future of urban development looks like? Is this push in the right direction forcing other neighbouring countries to rethink their sustainable tourism initiatives?

COP 28 IMPACT GCC countries have long recognised the need to – eventually – move away from oil, and they are also acutely aware that, due to the impacts associated with rising global temperatures, they simply cannot afford to go on as before. UN Climate Change Executive Secretary Simon Stiell asserted in his closing speech that the COP 28 agreement signals the “Beginning of the End” for the fossil fuel era by laying the ground for a “swift, just and equitable transition, underpinned by deep emissions cuts and scaled-up finance”.

The significance of the UAE as the host nation for this crucial conference will not go unnoticed or forgotten and will certainly help to build trust in the wider region’s commitment to the Paris Agreement goals.

“Given the region’s already extreme climate and water scarcity, Saudi Arabia and other GCC states are going to have to grapple with new realities related to energy consumption, water and desalination, and the wider impacts of climate change,” explains Chris Low. “These are sophisticated states, each of which understands that development goals will need to account for clean energy, efficiency, and sustainability goals.”

GCC nations revel in being intrepid. It is clear that unconventional, experimental concepts, designed for the benefit of residents and tourists alike, will have a central role to play as the GCC nations stride into the future. Just so long as they are keeping sustainability at the forefront of their innovative approach.

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Best golfing destinations for 2024 WHERE SHOULD YOU GO FOR A COMPLETELY UNIQUE AND UNFORGETTABLE GOLFING EXPERIENCE IN 2024? WE EXPLORE SOME OF THE BEST GOLF COURSES ACROSS THE GLOBE

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↓ Hawaii Hundreds of volcanic islands make Hawaii a magical and mystical destination, and the famous Hawaiian welcome sets the tone for a fabulous golf vacation. Golfers can pick from dozens of courses including the Coore & Crenshaw-designed Kapalua (Plantation) course, on Maui. It is one of the best you’ll ever play, and it hosts the PGA Tour’s Tournament of Champions. Other designer names include Nicklaus, Fazio, Weiskopf, and Robert Trent Jones. For some serious bragging rights, however, Hawaii’s most highly rated course is also the most exclusive. Play David McLay Kidd’s Nanea links-style course, built atop black lava, and you’ll be one of a select few.

When to go: November – March

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hirty nine thousand… give or take.

When it comes to your next golf adventure that is how many golf courses you have to choose from. Identifying the most exciting and spellbinding destinations within that number... well, that’s a more challenging endeavour. Do you go with an old favourite – who could possibly look beyond St Andrews and the Home of Golf? – or do you yearn for somewhere new, somewhere unique?

You might need to seek out an expert, such as GolfTraveller, because you want courses that fire your imagination, resorts that promise luxury and places that inspire with their beauty. Here are some of the best up and coming golf destinations to whet the appetite.

The Bahamas

← Ireland

Crystal clear ocean waters, miles of perfect beaches, 700 islands and 340 days of sunshine a year make The Bahamas utterly enticing… as do the exceptional courses. Resorts and courses ooze quality with names like Jack Nicklaus, Donald Steel, Tom Doak and Robert Trent Jones. The Royal Blue Jack Nicklaus Signature design course steals the plaudits for best course and is part of the luxurious Baha Mar resort. While you’re there, be sure to sample a frozen cocktail at Elixir, one of the resort’s poolside bars, and relive key moments of your round. Other top-rated courses include Abaco Club, Lyford Cay, and Albany.

Ireland is by no means a new destination, but the county of Donegal has too long been overlooked.

Today it is home to a dozen links, including Rosapenna’s new and incredible St Patrick’s, designed by Tom Doak. The resort already boasts two 18-hole courses, but this is a sprawling links masterpiece above Sheephaven Bay. Stand on the 4th tee – have your camera to hand – and prepare to be overwhelmed by the ocean and mountain views.

This is a brilliant par-5 stretching into the distance with the beach running alongside. You can also expect some creative green shapes: the 11th green is the wildest ride and demands a putting competition.

The Gil Hanse-redesigned Narin & Portnoo is not far away, nor the thrilling 36 holes at Ballyliffin.

When to go: Mid-December – April

When to go: May – September

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→ Thailand Thailand has long lingered in the minds of travelling golfers. The country’s hypnotically diverse topography promises a wonderful swathe of courses. Royal Hua Hin Golf Club (1923) was the first but today there are close to 250 courses.

Ayodhya Links, designed by Peter Thomson, is regarded as the country’s best, with water in play on every hole… but you will need an invitation to play this exclusive club. More accessible, but no less impressive, is Amata Spring Country Club, where Seve Ballesteros played a role. The resort is proud of its Ballesteros bar but the charms of the Wine Cellar, where you can sample wines from around the world, may prove too alluring.

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Previous page There are various commendable golf courses which will whet the appetite.

Places of note include, The Bahamas, Hawaii, and Ireland

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This page, from left New golf courses have emerged in recent years and have lingered in the minds of travelling golfers. Abu Dhabi and Thailand offer noteworthy courses

↓ Abu Dhabi As a regular stop on the DP World Tour, Abu Dhabi’s reputation as a golf destination has long been known.

With its impressive modern infrastructure, surrounded by desert, there is a futuristic drama to playing here. Try either of the DP World Tour venues of Yas Links and Abu Dhabi Golf Club, and you won’t be disappointed. The former is rated as the best in the U.A.E., while the latter boasts a remarkable falconshaped clubhouse and the beautiful par-3 12th, where tee shots must clear 150 yards of sparkling lake to reach the green. A nearest-the-pin competition may be inevitable.

When to go: November – March When to go: May & November – December

← New Zealand The land of the long white cloud casts a spell that reaches all the way to its 400 golf courses. You need look no further than Cape Kidnappers and the private Tara Iti – both designed by Tom Doak – to understand the country’s allure. And then there’s Kauri Cliffs, the new coastline 36-hole Te Arai (2022 and 2023), and the evocatively named Paraparaumu Beach, a links treasure on the Kapiti Coast. Test your head for heights at both Cape Kidnappers and Kauri Cliffs, two remarkable cliff-top courses where discussions about which is better, and which offers the best views should last long into the night.

When to go: November – April

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uch has been written about ultra-highnet-worth individuals obsessed with trying to prolong both their healthspan and lifespan by as many years as possible – not least because a cohort of Silicon Valley leaders such as Jeff Bezos and Peter Thiel are heavily invested in technology designed to slow our ageing. Victor Magazine 2022 covered the idea that through biohacking and a holistic approach to life, humans can potentially live healthily until the age of 120. The secret then?

A combination of technology, diet, lifestyle, ‘hacking the code’ and wellness programmes.

The longevity market is still a trillion-dollar industry and is only expanding further. Bezos remains at the epicentre of the biohacking industry, but there are also new faces and names which have been added to the list. It is no secret – ultrahigh-net-worth’s are keen to live longer, and live better.

The concept of ‘hacking the code to life’ is not a new one but has gradually grown in momentum and speed.

Extreme Wellness IN OUR PURSUIT OF A LONGER AND HEALTHIER LIFE, LONGEVITY SCIENCE IS GAINING MAINSTREAM ATTENTION. WE EXPLORE THE LATEST TRENDS IN THIS EMERGING SECTOR words > LISA KJELLSSON

This page from top A wave of longevity centres has opened globally to appeal to the appetite to biohack one’s life; The Liv Lounge is a soon to be world-wide network of healthspan clinics with the first to be launched in Zurich. There is also The Longevity Suite in Italy

Following page Biotech startups are working on serious longevity interventions: unriddling the epigenome, reversing cellular senescence, DNA repair therapies

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LONGEVITY MARKET The techpreneur Bryan Johnson, while not in the same league, has made headlines in his quest to reverse his biological age from 45 to 18, spending millions of dollars on a dedicated team of doctors experimenting on his body.

His may seem like a rather wacky project, and the research at the centre of it fairly irrelevant to the average person, but in actual fact it has already filtered down into the wellness world most of us like to inhabit, or at least dip our toe into.

“It is astounding how quickly longevity has become the new pillar and obsession in the health and wellness space,” says Susie Ellis, chair and CEO of the Global Wellness Institute.

“The longevity clinic is the new business genre in wellness, and it’s fast dissolving the line between medicine and wellness, with more medical, high-tech, intensive – and expensive – offerings.”

She is referring to a wave of longevity centres opening globally, such as Liv Lounge, soon to be a world-wide network of healthspan clinics with the first being launched in Zurich, and The Longevity Suite clinics across Italy. Some tackle glaring gaps in healthcare, focusing on AI-powered preventative diagnostic testing – an example is Fountain Life, with sites across the US and more opening in India, Dubai and Canada,

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among other places. In the UK, events such as the Longevity Accelerator retreat at the Four Seasons Hampshire in November 2023, which involved 3D body scans and Airnergy inhalation to boost the body’s ability to regenerate, are likely just a precursor of what’s to come.

Meanwhile, biotech startups are working at a mad pace on serious longevity interventions: unriddling the epigenome, reversing cellular senescence, DNA repair therapies, on hormone and immune interventions, and how the microbiome and chronic inflammation affect ageing. And then there are ‘young blood’ transfusions, comprehensive diagnostic testing – even full-body MRIs – medical-grade hyperbaric oxygen therapy, caloric restriction, cryonic freezing, peptides and exosomes, intermittent hypoxic training, and on and on. As Ellis observes, “It’s a Wild West marketplace that can be confusing to consumers.”

WELLNESS PROGRAMMES But it’s about to become a lot more familiar, as longevity tech is fast making its way into mainstream resorts and hotels. For instance, the wellness resort group Six Senses is opening RoseBar, longevity clubs led by chief medical officer Dr Mark Hyman, a renowned functional medicine expert. At Six Senses Ibiza, your epigenetic data are

tested to create a personal plan and you can opt for regenerative ozone therapy, stem cell therapy, and all kinds of biohacking approaches. Similarly, Four Seasons Resort Maui has partnered with the longevity centre Next|Health, offering guests the ubiquitous IV therapy but also a $10,000 two-to-four-hour treatment called therapeutic plasma exchange (TPE) that aims to restore the body’s plasma.

Ellis explains: “With the weight-loss drug and medical-wellness longevity explosion in 2023, a new paradigm is unfolding in wellness: one that is more medical, more high-tech, more male, more pharma, and more expensive.”

She calls it ‘hardcare’ as opposed to the more traditional ‘softcare’ revolving around healing, acceptance, mental wellness, and low-fi approaches to longevity, like following ‘Blue Zone’ principles such as natural movement to strong social ties.

Clearly our culture of relentless selfoptimisation will only continue to gather momentum – and there’s no denying the appeal of extending your healthspan – but while the possibility of also living much longer excites some, it inevitably opens up a logistical and ethical can of worms.

As Ellis puts it: “Not to be too cynical, but who but the very wealthy can afford to live to 120?”

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Wellness Spotlight Technology continues to advance biohacking and the longevity market, but now, more than ever, consumers want to tap into wellness programmes and holistic-based initiatives. Why? Biohacking is extremely expensive and unattainable for most, and yet, some noteworthy wellness initiatives have come onto the market which combine science, wellness, diet and lifestyle changes, and champion a more holistic and naturalistic approach.

New programmes evolve regularly, yet there are a few firm favourite retreats which guests continue to return to. ↑ Broughton Sanctuary: REWILDING RETREAT

↑ The Ranch Hudson Valley: AN AWARD-WINNING WELLNESS RETREAT

Malibu’s award-winning luxury fitness and wellness retreat has introduced a 3-day and 4-day health programme in a new standalone property in the Lower Hudson Valley, New York.

The Ranch is already a wellestablished programme, beloved in the US, and with ample celebrity clients.

Rise at 6am and enjoy a hike in the surrounding historic state park.

The programme is strictly vegan, no coffee or tea, and no sweets. It can be tough, and the expectations are high,

but the reward is undoubtedly worth it.

Afterwards, the body feels nourished and rejuvenated, the skin glows and all guests attest that they feel the benefits immediately.

It is an awakening, if not challenging experience, but an incredibly enlightening one too. Guests are sure to return.

The Ranch Hudson Valley will be open year-round for leisure travel and corporate groups.

Located in picturesque Yorkshire, the retreat programmes offered at Broughton Sanctuary are noteworthy.

There is a strong emphasis on the human-nature connection, a wholesome and nourishing approach to wellbeing and holistic health and some excellent wellbeing activities on offer. The Broughton Hall Estate has been in the Tempest family since 1097, and the history and culture is embedded in the home and the grounds. It is a magnificent home, and is offset by the Avalon Wellness Retreat on site that is a fairly new offering which includes a pool suite, crystal light bed and Somadome meditation pod. This transformational retreat centre took inspiration from the Hoffman Process and Path of Love.

The food on site is nourishing and vegetarian. A few days at Broughton Sanctuary and you will feel reawakened in both body and soul. There is a reason why Ruby Wax described it as, “the coolest place I have ever been to”.

Find out more about The Broughton Sanctuary: broughtonsanctuary.co.uk

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The Last Wild VICTOR TAKES A CLOSER LOOK AT THE TRAILBLAZERS AND BRANDS CHAMPIONING SUSTAINABLE TOURISM IN SOME OF THE MOST REMOTE AND DELICATE CORNERS OF THE WORLD words > LEO BEAR

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ack in 2015 when Leonardo DiCaprio unveiled plans for his luxury eco-resort off the coast of Belize, controversy rippled across the travel industry. The island had previously suffered severe overfishing, coastal erosion and deforestation of its mango trees. DiCaprio’s business partner, the hotelier Paul Scialla, reportedly told The New York Times: “We don’t want to just do less harm or even have zero impact but to actually help heal the island.”

A bold statement indeed. Perhaps even bolder was the duo’s diktat that every guest setting foot on the island would be required to complete an ‘ecological orientation programme’.

It might sound extreme but perhaps it’s the way forward. Some say destinations such as Antarctica and the Galapagos ought to ban tourism all together. The question is, can travellers enjoy the pristine wilderness without causing harm to the local environment?

“No destination should be off limits,” says Emma Higgins, Founder and CEO of EnVogue Travel which creates bespoke trips and milestone celebrations in remote corners of the world from the mountains of Çamlıhemşin in Turkey to the Great Bear Rainforest in British Columbia.

“Luxury travel and sustainability are not mutually exclusive. We are very conscious of the environments and eco-systems that our travellers visit.

We work with top guides to ensure our guests aren’t overstepping into territory that shouldn’t be touched.”

Some places – home to endangered species – have strict mandates in place. Rwanda, for example, limits the number of day visitors to its national parks and charges more than $1,000 per person for a gorilla trekking permit. Tourists are forced to tread lightly. Likewise in the Galapagos, a permit is required, and visitors have no choice but to join certified guided tours. But beyond these Attenborough-esque destinations, the lines become a little more blurred. What constitutes a ‘fragile’ or ‘sensitive’ place exactly?

And how can travellers be sure they are booking a genuinely eco-friendly trip? “Sound advice is crucial,” says Adam Sebba,

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Founder & CEO of The Luminaire, a high-end travel outfit that arranges bespoke itineraries in destinations as far-flung as Bhutan, Wyoming and Antarctica. “We consult with worldleading naturalists, archaeologists and historians before putting together a client’s itinerary. Travelling with an expert, or on a journey co-curated by an expert, effectively builds in an advocacy for the destination involved,” says Sebba. “It ensures that travel experiences are carefully considered and designed to be sensitive to places and communities.” His outlook for the future is optimistic. “Today’s travellers

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Luxury travel and sustainability are not mutually exclusive. We are very conscious of the environments and eco-systems that our travellers visit. We work with top guides to ensure our guests aren’t overstepping into territory that shouldn’t be touched

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care less about opulent hotel amenities and more about enriching meaningful experiences, many of which stretch their knowledge and understanding of the environment.”

Sebba speaks of his clients arriving in remote places as ‘enthusiasts’ but leaving as ‘ambassadors’ galvanised to share what they’ve seen and learned – and determined to safeguard the wilderness for future generations. In other words, enlightened travellers.

The good news is, beacons of hope – or enlightenment – are already providing catalysts for positive change across the globe.

Ultra-luxe Thanda Island off the coast of Tanzania is leading the way with its pioneering conservation and community initiatives that invite guests to give back while enjoying guilt-free paradise. Nihi Sumba in Indonesia and Song Saa in Cambodia, likewise. In the South Pole, White Desert Antarctica (founded by polar explorers) offers off-grid carbonneutral luxury camping experiences, said to be life-changing. The Brando in French Polynesia hosts scientists from all over the world to brainstorm solutions for protecting the local marine biodiversity and in the Maldives, it’s now commonplace for resorts to have a marine biologist on staff (Soneva Fushi in the Baa atoll produces up to 100,000 corals a year).

The list goes on…

There’s no way around it. Humans impact the places they visit. But if you book through the right people, give back generously, and help spread the word, rest assured, the world can still very much be your oyster.

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Previous page from top There are very few destinations that are off limits, which includes the inhospitable and wild Antarctica; Travellers are encouraged to enjoy the pristine wilderness without causing harm to the local environment; Thanda Island, located off the coast of Tanzania, is only accessible via private helicopter or boat This page Thanda Island aims to give back to the community and educate its guests on sustainable and marine initiatives

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Today’s travellers care less about opulent hotel amenities and more about enriching meaningful experiences, many of which stretch their knowledge and understanding of the environment

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Hidden paradise: Thanda Island, Tanzania Picture the crystal, pristine icy blue water of the Indian Ocean. A marine reserve which includes a protective coral reef offshore, private bungalows, swaying green palms, a marine biologist on-site. There are many private islands in the world, but Thanda Island, off the coast of Tanzania is special.

It’s an exclusive and elusive part of the world, only accessible via private helicopter or boat, but it’s aim is simple and admirable: to give back to the community and educate their guests on sustainable and marine initiatives.

It’s the ultimate fusion of a luxurious, near-inaccessible island retreat and escape, but with a clear

and transparent understanding of the impact humans can have on the places they visit. The secret?

Education, involvement, and community. At Thanda Island, guests are assigned their own personal marine biologist who offers ethical whale shark excursions and conservation underwater activities.

Thanda Island works closely with the Tanzania Marine Parks and Sea Sense NGO to educate local communities on sustainable fishing and marine conservation. Guests are invited to enjoy over 300 fish species, two species of dolphins (bottlenose and humpback) and two species of sea turtle (green and hawksbill).

It’s an admirable feat, and as an ultimate luxurious escape, it is embedded in the philosophy and ideology of Thanda. Thanda Island very much looks to the future of their development and impact, and anyone who has the unique fortune to stay and visit the island is encouraged and offered the same insight. It is a privilege and cements the idea that indeed humans can travel to remote and unique locations, but still mindfully give back and contribute to the overall health and wellbeing of the destination.

For more information on Thanda Island, please visit: thandaisland.com

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It’s the ultimate fusion of a luxurious, nearinaccessible island retreat and escape, but with a clear and transparent understanding of the impact humans can have on the places they visit

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A world where the well travelled, travel well.

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