To cater to an increasingly diverse market, the luxury travel industry is seeking to create unique experiences rather than just focusing on tours of iconic landmarks and lavish shopping sprees.

Air New Zealand is no exception, said a senior executive from the company.

"For airlines, luxury is not something that only exists in products but it includes the ideas and the way we operate to better serve our customers," said Sandeep Bahl, vice-president and regional general manager for Asia at Air New Zealand.