Luxury Redefined ? From Speedboats to Soul Boats

Throughout my 30-year journey in the travel industry, I’ve curated countless “luxury” experiences. Today, I’d like to share a story about two exceptional — yet very different — private day cruises around Mykonos and Paros.

The first is typically aboard a sleek, black luxury speedboat — the kind that looks like it’s waiting for George Clooney to arrive at Lake Como. The service is impeccable, the Instagram-worthy lunch features trendy ingredients like avocado alongside Greek staples, and the wine is served in elegant glass flutes. The boat is fast and loud, allowing guests to hop from beach to beach, quickly abandoning any spot that doesn’t impress within the first two minutes. Photos on social media usually show young, stylishly dressed guests. Even the captain is well-groomed and professional, often wearing a crisp polo shirt.

The second cruise takes place on a traditional, refurbished fishing boat, hosted by warm, local islanders. The Instagram-worthy meal is freshly prepared on board with the best local ingredients and served in simple, taverna-style glasses. The pace is slow and relaxed, giving guests time to lounge, unwind, and enjoy the journey before reaching a secluded bay for a swim. One of my luxury agents once described this boat as “rustique” and opted instead for the black speedboat.

Both experiences are wonderful in their own way. Yet time and again, my well-traveled — and often more affluent /educated— clients highlight the “rustique” boat and meal as the most memorable part of their trip. Why? Because it feels genuinely Greek. Because the hosts are locals. Because they had time to truly relax and connect — with the sea, the culture, and their loved ones. In today’s fast-paced world, time is the ultimate luxury. Of course, our Gen Y and younger guests tend to prefer the black “bullets”!

Interestingly, both cruises are similarly priced. The difference lies in style. Data shows that seasoned, well-traveled clients consistently prefer the traditional boat. Meanwhile, many of the newly wealthy gravitate toward the sleek speedboat.

So what fits better with the environment ? What truly differentiates an experience in Greece from one in the French Riviera? These questions tie into broader issues of sustainability, brand identity, vendor education, and continuity of traditions. And if you ask me what I prefer ? I am Gen X and have been fortunate to experience what a holiday in a real Greek island used to be. To be continued with a hotel story.