The interview: Elite travel concierge BeCuriou co-founder Kenneth Cai on why human connection is the new currency of ultra-luxury vacations

At the highest end of travel, where private jets and presidential suites remain popular, luxury is now also defined by insight, access, and the ability to create experiences that cannot be easily replicated or purchased. This shift is closely observed by Kenneth Cai.

As co-founder of BeCuriou, an Oslo-based travel concierge established in 2013 with co-founder Edward Wendel, Cai works closely with ultra-high-net-worth (UHNW) clients to design journeys that go far beyond conventional ideas of high-end travel. Drawing on his background—a Bachelor of Business Administration in Hospitality Management and experience as a former Singapore Airlines flight attendant—Cai’s perspective offers a clear window into how expectations at the very top have evolved, and why human connection, rather than exclusivity, is becoming the defining marker of true luxury today.

In this exclusive interview with Boulevard, Cai shares more about this shift and reveals what continues to surprise him about the future of ultra-luxury travel.

Boulevard: What defines an ultra-luxury hotel experience today? What’s at the top level, the cutting edge?

Kenneth Cai: These days, the ultra-luxury hotel experience is less about the chandeliers, marble bathrooms and spacious accommodation. While guests still care about the hardware, the heart of hospitality is about the software—the people. 

There are numerous luxury properties competing with one another in terms of hardware, amenities, technology and other tangible aspects, but providing consistent, high-level training that empowers staff to go above and beyond for their guests remains a significant challenge—and often makes the difference between a good stay and a truly memorable one.

For me, luxury is when a service provider anticipates your needs two steps ahead, offering something you didn’t even know you wanted—until you receive it.

Blvd: What do your UHNW clients look for when booking ultra luxury stays?

Cai: As everything we do is bespoke, our approach depends on the dynamics of the travel group. A group of adults travelling together has very different needs compared with a family spanning three generations, from six to 80 years old.

Yet certain expectations remain universal. Guests seek privacy and discretion. They want immersive experiences that go beyond lounging on the beach, offering stories and insights to share at home. They value authenticity in both destination and activities, and prefer smaller properties where they never feel like a number. In some cases, they may prefer complete buyouts. Flexibility and on-demand service are essential, especially for last-minute changes, along with a level of service that anticipates their needs with efficiency and care.

I haven’t even touched on the basics, such as exceptional food and beverage, which are taken as a given at this level.

Soneva Jani (above and top) features a vast terrace with a 12m private pool, sun deck & shaded daybeds, overwater catamaran nets & signature water slide to the sea.

Blvd: What types of traveller are driving growth in the ultra-luxury segment? And how have their expectations changed in recent years?

Cai: The types of traveller cover all demographics, from families and couples to younger HNW travellers. They are spending more on travel, to enrich themselves, than on material goods.

With the well-travelled, their expectations are not about rushing from place to place, with quick photo stops. It is also no longer just about the flashy hotels. Travellers have been wanting holidays with a more relaxed pace, and to visit lesser-known places in highly popular destinations—such as Japan—so they can get off the beaten path, enjoy the authenticity of the destination, and dive deeper into the local way of living. They enjoy connecting with the locals, learning from them, and also reconnecting with their fellow travellers at a different wavelength. 

Blvd: Which destinations are most in demand among your clients?

Cai: The most in-demand destinations among my clients are Africa and South America, which tend to be more nature-based rather than large, manmade cities. The Indian Ocean—including Mauritius, Seychelles, and the Maldives—has always been popular, particularly for our clients living in Northern Europe. Clients also enjoy luxury expedition cruises to Antarctica, the Galapagos, and Svalbard, as well as private yacht charters to a variety of locations, with Raja Ampat becoming increasingly popular for diving. In addition, there is a steady rise in interest for travel to China.

At the same time, lesser-known or emerging destinations are gaining attention. Bhutan has long attracted travellers seeking something off the beaten path, and more recently, Colombia, as well as parts of West and Central Africa—including Congo, Gabon, Senegal, Benin, Togo, and Ghana—are drawing clients.

Blvd: What are some of the most extraordinary travel experiences you’ve personally had?

Cai: To me, it is not the flashy or expensive experiences that make a trip extraordinary. What truly stands out is gaining access to local personalities—I’m not talking about celebrities.

For example, in California, we once visited a couple who owned a huge private art collection, including an installation by a very famous American artist in their backyard. That was such a memorable experience.

Similarly, in Shangri-La, after visiting a monastery, we had a private session with a senior monk. We discussed his personal choices and way of life, the impact of modern technology and cell phones on daily routines, politics, and more. He also shared some of his wisdom with us, providing an incredible insight into his world.

The Ritz-Carlton Yacht Collection Luminara debuted in December 2025 and is currently cruising in South East Asia.

Blvd: And what about the experiences you’ve curated for your clients? Are there any specific, extraordinary, or standout trips that you’ve created for them?

Cai: A client travelled with us and his family—him, his wife, and two children, aged 11 and 13 at the time—for just over a year across the world, taking one to two private flight charters a month and staying in luxury hotels.

During that incredible journey, we also organised visits to community projects such as animal conservation initiatives and children’s homes. Each time, he would make a sizeable donation, without prompting, which added a deeper meaning to their trip.

One of the highlights was when they joined a once-in-a-lifetime rhino notching experience. Accompanied by an expert ranger in an open safari-style vehicle, they tracked a rhino while the veterinary team searched from a helicopter. Once the animal was located and safely darted, the family assisted with ear notching, microchipping, and taking measurements used for identification, security monitoring and DNA analysis. They even had the rare opportunity to gently touch the anaesthetised rhino during the procedure. The fee for this experience goes directly towards funding ongoing rhino conservation.

Blvd: Are there any new, upcoming hotels or experiences that you’re excited about? And what is surprising you right now in the space of luxury travel?

Cai: Hotels are pretty much a commodity, but I am very excited to see the developments in Saudi Arabia, and especially Gelephu Mindfulness City in Bhutan.

What’s surprising is that luxury hotel brands are now expanding into cruising, with The Ritz-Carlton Yacht Collection Luminara (top), Four Seasons, Orient Express and Aman entering this space. That shift is really exciting for us.

In addition, many luxury properties remain family-owned and managed, which brings a unique character and intimacy to the guest experience that is hard to replicate in larger corporate hotels.

Joali features two distinct, art- and wellness-focused island resorts in the Raa Atoll, Maldives.

Kenneth Cai’s hotel hitlist

I am excited by Ani Private Resort in Koh Yao Noi, Thailand.

I’m also looking forward to Treville, Phuket— a private villa hotel, opening sometime this year. Treville already has an incredible property in Positano, Italy, so the one in Phuket could be one to watch.

In Maldives, I have visited at least 30 five star properties, and knowing each resort’s peculiarities is essential.

If a client wants somewhere accessible by boat and prefers a beach villa, I love the One&Only Reethi Rah in Maldives. With 12 beaches, the villas are spread out, giving a sense of intimacy, privacy, and seclusion—unlike most resorts where beach villas are clustered together. The resort also has a lively beach club for guests looking for that kind of vibe.

If a client doesn’t mind a seaplane, and would like a water villa, I love the St Regis, and also Joali Maldives for its spacious terrace and privacy from the terrace.

If a client is really focused on wellness, then I would recommend Joali Being since it has an extensive selection of wellness programs.

And I love the expansive villas at Soneva Jani, with their smallest villa being more than 400 sqm. The “barefoot luxury” concept also resonates with me and many of our travellers who are looking for relaxed luxury, instead of feeling the need to dress up all the time. Soneva has cracked the code with that concept. (Although they are undergoing some construction at the moment.)

Elsewhere, Ritz-Carlton Yacht Collection has carved out a niche in smaller ship cruising. Almost the same length as Silversea or Regent, Ritz-Carlton has significantly fewer cabins. Being a new product, all their finishings and interiors still look and feel fresh at the moment. The food onboard is also one of the best I’ve tasted onboard a luxury cruise line.

Go further with BeCuriou.

Read next:

• The interview: Sonu Shivdasani, co-founder of Soneva resorts, on buying into paradise
• On-board Luminara, The Ritz-Carlton Yacht Collection’s Asian debut