In a world where the definition of luxury is constantly being redefined, few industry voices bring as much insight and authenticity as Lorraine Cousland, Executive Vice President and Associate Publisher of Elite Traveler. With her strategic and forward-thinking leadership, the brand has solidified its position at the forefront of modern luxury, earning the title of Best Luxury Lifestyle Magazine in the USA, 2024 by the prestigious Luxury Lifestyle Awards.

In this exclusive interview, Alexander Chetchikov, President of the World Luxury Chamber of Commerce, sits down with Lorraine to explore the evolving landscape of high-end living – from digital evolution and content curation to the personal moments that have shaped her leadership journey. With Elite Traveler’s global footprint aboard private jets and across expansive digital platforms, Lorraine offers rare insight into what it means to lead, innovate, and inspire in one of the world’s most discerning industries.

Alexander Chetchikov: Lorraine, in your view, how has the definition of ‘luxury’ evolved over the past decade – and how is today’s UHNW individual reconsidering what it means to live luxuriously?

Lorraine Cousland: It’s incredible to witness how much luxury has transformed in just a decade. Next year marks my 20th anniversary with Elite Traveler, and in that time, I can say with certainty that our audience views luxury very differently than when I started. It’s no longer about what you own, it’s something far more nuanced. Today’s UHNW individuals aren’t just collecting things, they’re curating experiences, investing in their time, and seeking rare moments that are meaningful and reflects their values.

That shift is really what inspired our rebrand Access the Extraordinary. It’s more than just a new look or a tagline, it speaks to the mindset of our audience. These are people who want to unlock the world in a way that feels personal and deeply rewarding. They’re looking for what’s rare, what resonates, and what’s worth their time.

At Elite Traveler, we see our role as a connector and curator. We aim to give our readers not just access, but the kind of insight and storytelling that helps them see why something is truly extraordinary.

AC: Digital transformation is revolutionizing every sector, including luxury. How is technology reshaping how luxury is discovered, consumed, and communicated – from storytelling to personalization?

LC: Technology has completely changed how luxury is discovered and experienced. Today’s ultra-affluent individuals expect more than just beautiful imagery, they want personalization through content, thoughtful stories, and experiences that speak to them.

That’s exactly why we developed Orbit, our proprietary AI-driven platform. It’s designed to give brands a fully integrated solution to connect with our audience across every touchpoint, print, digital, social, and even our private events. Orbit taps into deep insights around behaviors and preferences of the UHNW individuals, so we can deliver storytelling that’s more purposeful. In today’s landscape, it’s not just about being seen. It’s about making an impact.

AC: As the luxury industry increasingly integrates sustainability and ethics, how do you foresee the future of luxury services in terms of responsibility and innovation?

LC: Our alignment with the Responsible Luxury Lifestyle in 2021 was a natural extension of our values. Our readers were already asking the important questions. How is this made? What does the brand stand for? What impact does my choice make? Today, sustainability and ethics are now foundational in luxury. Craftsmanship, transparency, and long-term impact matter just as much as exclusivity. With our ethos, Access the Extraordinary, we’ve sharpened our focus, but that ethos of responsibility still runs deep. The future of luxury services will be shaped by innovation that also respects values. We’ll keep spotlighting brands and stories that champion the responsible living, and we’re proud to be part of that ongoing conversation.

AC: Luxury has always thrived on exclusivity, but collaboration is becoming more important than ever. How can brands, publishers, and even competitors benefit from working together in today’s global landscape?

LC: They’re more connected than ever. These days, true exclusivity today isn’t about keeping people out, it’s about curating something rare and meaningful for the right audience, and that experience comes from synergistic collaborations.

We’ve built a few powerful platforms that thrive around that idea. Our co-branded custom publishing lets us partner with like-minded brands to create editions that feel tailored, thoughtful, and aligned. Allowing us to deliver engaging editorial in settings that naturally reflect our readers’ lifestyles.

We’ve also introduced Elite Itineraries and Elite Experiences, two distinct offerings designed to deepen engagement through curated access. Elite Itineraries invites readers to one-of-a-kind global journeys, crafted by our in-house experts alongside trusted travel operators. These itineraries live exclusively on elitetraveler.com. Elite Experiences spotlights exceptional offerings in a way that’s both immersive and editorial. These are truly one-of-a-kind moments, made possible only through close collaboration with our partners.

These platforms allow us to go beyond traditional content. We’re not just informing, we’re building connections, creating memorable experiences, and helping our audience unlock what’s next in the world of luxury.

AC: From private aviation to sustainable fine dining, which trends do you believe will dominate the luxury lifestyle space in the next five years – and how is Elite Traveler positioned to lead those conversations?

LC: We’re seeing a bigger push toward personalization, meaningful storytelling, strategies that are informed by data. Today’s luxury audience doesn’t just want to be shown something beautiful, they want to feel seen and understood. That’s where Elite Traveler stands out.

With the launch of Elite Traveler Atelier, our custom content studio, we’ve been able to take that to the next level. We’re crafting narratives and digital experiences that feel immersive and refined, but also strategic. Because we understand how UHNW individuals think, what they value, and how they consume content, we’re able to help our partners create more than just visibility,  we’re helping build real lasting connections.

AC: Congratulations on Elite Traveler being recognized as the Best Luxury Lifestyle Magazine in the USA. What does this prestigious recognition mean to you and your team, especially coming from Luxury Lifestyle Awards?

LC: We are incredibly honored! Being named Best Luxury Lifestyle Magazine in the USA by Luxury Lifestyle Awards, especially for a second consecutive year following our inclusion in the Top 50 Best Luxury Media in the World in the year before, feels like a real milestone. It’s a reflection of the incredible passion and vision our team brings to every issue, campaign, and partnership. For me, it’s a proud moment that speaks to how far we’ve come and what we still have ahead of us. It motivates us to keep pushing boundaries.

AC: Elite Traveler has taken a bold stance on ethical luxury. What inspired this strategic transformation, and how have readers and partners responded since its launch in 2021?

LC: Our move toward ethical luxury in 2021, with the Responsible Luxury Lifestyle alignment came from listening closely to our readers. They weren’t just looking for the best of the best, they wanted to understand the story behind it all. That curiosity inspired us to be more thoughtful in how we curate and communicate those stories. With Access the Extraordinary, we’ve taken that even further to meet the moment, spotlighting innovation, rarity, and meaning while staying true to our commitment to sustainability and ethics. And the response has been incredibly affirming. Our audience, and our partners, are engaging with us on a deeper level. They’re not just looking for more beautiful content, they want content with conscience.

AC: Elite Traveler is known for its unique global distribution aboard private jets and FBOs. How does this exclusive reach shape your editorial voice, content curation, and advertising strategy?

LC: Our placement through private jets and FBOs is a key part of who we are. It puts us in directly in front of the world’s most discerning travelers, in a setting where they’re most receptive and already in a luxury mindset. This rare access shapes our editorial voice to be intelligent, globally insightful, and relevant to this well-traveled audience. We’re not trend-chasing, we’re curating timeless, global perspectives that resonate with our audience.

On the advertising side, it allows us to deliver high-impact campaigns that go beyond visibility. It’s a powerful ecosystem where content, context, and audience align seamlessly.

AC: As a female leader in the luxury publishing industry, what personal challenges and triumphs have shaped your approach to leadership and storytelling within such an influential platform?

LC: Working in luxury publishing comes with its own set of challenges. Reaching this audience is incredibly difficult. Trust is earned slowly, through consistency, and active listening. I’ve been fortunate to learn from some brilliant mentors over the years, including the original founders of Elite Traveler, who challenged me to think strategically and lead with confidence.

Throughout my career, I’ve had the opportunity to work across nearly every area of the business, from circulation and production to marketing and publishing, and each role has taught me something new about both our business and our audience. That journey has given me a true 360-degree perspective, and more importantly, allowed me to work closely with cross-functional teams, senior leaders, and executives. Those collaborations have been key in helping me understand what our clients truly care about, how we elevate our content and products, and how to create experiences that truly resonate. At the center of it all is storytelling, being able to connect the dots in a way that feel personal, relevant, and lasting.

As a female leader, I’ve found that curiosity, collaboration, and a genuine willingness to grow are essential. I don’t take the platform we have for granted. It’s a privilege to help shape how luxury is defined today, and to do it with integrity and purpose.

AC: If you could offer one piece of advice to the next generation of luxury media professionals, what would it be – and what legacy do you hope to leave through your work at Elite Traveler?

LC: Stay curious. Stay resilient. And always listen. In luxury media, success isn’t just about following the market, it’s about understanding the people behind it.

Approach everything with ingenuity, seek opportunities others might overlook, and never be afraid to evolve.

When I think about legacy, I hope mine reflects a journey of meaningful evolution, one where the brand advanced with authenticity, and remained in step with its audience, always purposeful, always impactful.

This dialogue between two influential voices in luxury – Lorraine Cousland and Alexander Chetchikov, is more than an exchange of ideas; it’s a reflection of how the industry is evolving with greater intention, creativity, and conscience. As Elite Traveler continues to shape the future of modern luxury with authenticity and vision, its voice remains a trusted guide for discerning audiences around the world.

Access the extraordinary with Elite Traveler at https://elitetraveler.com/.