If one image encapsulates the bling, pre-economic crisis holidaymaker, it is the picture of rap millionaire Sean "Diddy" Combs wafting about St. Tropez in 2001 with a huge full-time entourage, including a butler who followed Diddy around with a parasol. Whatever the economic climate, some rap millionaires may always dedicate themselves to conspicuous consumption in the sun, but the trend for travel in 2010 is toward more discreet luxury, with a focus on the "transforcation" holiday, where travelers improve or change.

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