Travel: What are the Preferred choices of luxury travellers now?

Why it is the topic trending:

• Significant Shift in Luxury Values: The core of the trend lies in a fundamental change in what constitutes "luxury" for affluent travelers. It's moving away from mere ostentation and towards intrinsic value derived from experiences. This shift is substantial and impacts all facets of the luxury travel industry.

• Data-Driven Validation: The report from Preferred Hotels & Resorts and The Harris Poll provides concrete data, such as the planned increase in spending and the desire for hotels to enhance the overall trip, validating this evolving mindset. This empirical evidence makes the topic highly relevant and worthy of attention.

• Industry Adaptation Imperative: For hotels, resorts, travel agencies, and other service providers in the luxury sector, understanding and adapting to these new preferences is crucial for survival and success. Ignoring this trend could lead to a decline in relevance and customer loyalty.

• Media and Influencer Attention: The shift towards experiential luxury is often highlighted in travel publications, blogs, and by social media influencers, further amplifying the trend and making it a widely discussed topic among both industry professionals and potential travelers.

• Post-Pandemic Reflection: The global pandemic prompted many to re-evaluate their priorities, often leading to a greater appreciation for experiences and connections over material goods. This societal shift has likely accelerated the trend in luxury travel.

• Competitive Landscape: As more luxury brands recognize this shift, there's an increasing competition to offer unique and compelling experiences, making it a dynamic and evolving area of interest.

Overview:

• This summary is based on insights presented at the Preferred Hotels & Resorts Global Conference 2025 in Singapore. The central focus is a recently released luxury travel report, a collaboration between Preferred Hotels & Resorts and The Harris Poll, which delves into the shifting preferences and emerging priorities of luxury travelers in 2025 and beyond.

Detailed findings:

• Significant Spending Increase Anticipated: A substantial majority (55%) of luxury travelers intend to increase their travel expenditures in 2025 compared to the previous year, with nearly one-third anticipating a total spend exceeding US$50,000 on their travel pursuits.

• Hotels as Integral Experience Components: An overwhelming 89% of luxury travelers express a desire for their hotel to actively contribute to the overall travel experience, transcending its traditional role as merely a place for overnight accommodation.

• Key Influencing Factors: Personalization, a connection to heritage and culture, and the value derived from loyalty programs have been identified as key determinants shaping the travel decisions of luxury consumers.

• Identification of Five Core Trends: The report highlights five prominent trends that are currently shaping the luxury travel landscape: the rejection of homogenized travel ("Beigification of travel"), the pursuit of significant life-defining moments ("Legacy moments"), the importance of expertly crafted and tailored experiences ("Curation"), a growing interest in historical and cultural immersion ("Heritage travel"), and the continued relevance of consistent and rewarding loyalty programs ("Loyalty assurance").

Key success factors of product (trend):

• Genuine Authenticity: Moving away from formulaic luxury and providing genuine, locally inspired, and culturally rich encounters.

• Highly Personalized Service: Tailoring every aspect of the travel experience to individual preferences, needs, and desires.

• Provision of Meaningful Engagement: Offering opportunities for travelers to connect deeply with the destination, its people, and its culture, fostering a sense of understanding and enrichment.

• Facilitation of Memorable Moments: Creating unique, once-in-a-lifetime experiences that leave a lasting positive impact and become cherished memories.

• Seamless and Thoughtful Curation: Designing experiences that are not only exceptional but also effortlessly delivered, anticipating needs and providing a stress-free journey.

• Valued Loyalty Recognition: Ensuring that customer loyalty is consistently rewarded with tangible benefits, exclusive access, and personalized recognition that resonates with the individual traveler.

• Meaningful Integration of History and Culture: Providing authentic opportunities for travelers to engage with the historical narratives, cultural traditions, and artistic expressions of the destination.

Key takeaway:

• Luxury travel is undergoing a fundamental shift. It is no longer solely about material luxury but increasingly about accessing unique, authentic, personalized, and memorable experiences that provide deeper meaning and connection.

Main trend:

• The main trend is the evolution of luxury travel from a focus on opulent accommodations and services to a demand for meaningful, immersive, and personalized experiences.

Description of the trend:

• Experiential Luxury: This trend signifies a move where the value proposition of luxury travel increasingly lies in the quality and uniqueness of the experiences offered, going beyond just the provision of high-end physical amenities.

What is consumer motivation:

• Luxury travelers are motivated by a desire for personal enrichment and transformation through travel. They seek authentic connections with the destinations they visit, wanting to immerse themselves in the local culture, history, and environment. The motivation extends to creating lasting memories and stories that they can cherish and share. Furthermore, they desire recognition and value for their loyalty, seeking personalized experiences that cater to their individual preferences and make them feel special. Ultimately, they want their travel to be more than just a vacation; they want it to be a defining and enriching life experience.

• Beyond just seeing new places, luxury travelers are seeking personal growth and enrichment through unique and transformative experiences.

• They want to feel connected to the local culture and contribute to the destination in a meaningful way.

• The desire to create unique and shareable memories, especially in a digitally connected world, also plays a significant role.

• Personalized experiences cater to a sense of individuality and make travelers feel valued and understood.

What is driving trend:

• This significant shift in luxury travel preferences is propelled by a confluence of interconnected factors:

  • Increased Awareness and a Craving for Genuineness: Travelers are becoming more sophisticated and are actively seeking out genuine, locally rooted experiences that offer an authentic reflection of a destination's unique identity, moving away from standardized, mass-produced, or superficially luxurious offerings.

  • Societal Re-evaluation of Values Towards Experiences: There is a broader societal trend where individuals are increasingly prioritizing experiences that foster personal growth, create lasting memories, and provide unique perspectives, often placing a greater value on these intangible assets than on the accumulation of material possessions.

  • Pervasive Influence of Social Media Platforms: Platforms such as Instagram, TikTok, and various travel blogs play a significant role in showcasing distinctive and often off-the-beaten-path experiences, inspiring a wider audience to seek out similar adventures and fueling the demand for experiential travel.

  • Growing Expectation for Tailored Personalization: Across diverse industries, consumers have come to expect personalized products and services that cater to their individual needs and preferences. Luxury travel is no exception, with travelers increasingly desiring bespoke itineraries and customized experiences that align with their specific interests.

  • A Deeper Quest for Meaning and Purpose: For many affluent travelers, their journeys represent opportunities for self-discovery, for gaining a deeper understanding of the world and its diverse cultures, and for connecting with something larger than themselves, thereby driving the demand for more immersive and personally significant travel experiences.

What is motivation beyond the trend:

• Beyond simply participating in a current trend, the underlying motivation stems from a deeper human desire for self-actualization and fulfillment. Travelers seek experiences that broaden their horizons, challenge their perspectives, and create a sense of personal growth. They are driven by a fundamental need for connection – with other cultures, with history, with nature, and even with themselves. The desire to create lasting memories and build a personal narrative through impactful experiences transcends fleeting trends and speaks to a core human need for meaning and purpose in life.

• This desire for authentic and meaningful experiences reflects a broader human yearning for genuine connection and purpose in a world that can often feel superficial.

• It taps into a desire for self-discovery and pushing personal boundaries through novel and immersive travel.

• There's an intrinsic reward in collecting experiences that enrich one's life narrative rather than accumulating material possessions.

• It aligns with a growing awareness of the world and a desire to understand different cultures and perspectives firsthand.

Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):

• The article refers to "luxury travelers", characterized by their high spending on travel (expecting to spend upwards of US$50,000 in 2025, with a significant portion planning an increase in their travel budget). While the article doesn't explicitly state age or gender, it implies a demographic with significant disposable income, allowing them to prioritize high-end travel. Their lifestyle likely involves a value for quality, unique experiences, and potentially a desire to learn and engage with different cultures and histories. They are likely discerning consumers who expect a high level of service and personalization, viewing travel as an important part of their lifestyle and personal enrichment. Given the emphasis on multi-generational travel, it's likely this group includes individuals across different age ranges, including families.

• High Disposable Income: The defining characteristic of this consumer group is their ability to spend significant amounts on travel (over US$50,000 annually, with many planning to increase this). This indicates a high level of affluence and financial flexibility.

• Likely Diverse Age Range: While specific age data isn't provided, the mention of multi-generational travel suggests this group encompasses a range of ages, from younger affluent individuals and couples to families with adult children and older, established travelers.

• Gender Neutral: The trends discussed are likely relevant to both male and female luxury travelers, with both demographics valuing authentic experiences and personalization.

• Discerning and Well-Informed: These consumers are likely to be well-educated, have access to information, and conduct thorough research before making travel decisions. They are not easily swayed by superficial marketing and seek genuine value and quality.

• Value Time and Efficiency: Given their likely professional or business success, they highly value their time and seek travel experiences that are seamless, efficient, and maximize their leisure time. They appreciate services that anticipate their needs and eliminate stress.

• Seek Enrichment and Personal Growth: Their lifestyle likely includes a pursuit of personal development, learning, and cultural enrichment. Travel is seen as an opportunity to expand their horizons and gain new perspectives.

Conclusions:

• The traditional definition of luxury in travel is evolving. Luxury travelers in 2025 and beyond are prioritizing experiences that offer authenticity, personalization, meaning, and connection. Hotels and travel providers must adapt their offerings to meet these changing demands by focusing on curated, heritage-rich, and loyalty-driven experiences.

Implications for brands:

• Brands must move beyond simply providing opulent accommodations and focus on curating unique and authentic experiences.

• Personalization is crucial – tailoring offerings to individual preferences and needs.

• Highlighting the heritage and cultural significance of their locations and properties will resonate with this audience.

• Loyalty programs need to offer meaningful rewards and recognition that go beyond basic discounts.

• Brands should invest in creating "legacy moments" and facilitating "once-in-a-lifetime" experiences for their guests.

Implication for society:

• This trend could lead to a greater emphasis on sustainable and responsible tourism as travelers seek deeper connections with local communities and environments.

• It might also foster a greater appreciation for cultural heritage and historical preservation as travelers actively seek out these experiences.

• However, it could also exacerbate existing inequalities in access to enriching experiences based on income.

Implications for consumers:

• Luxury consumers can expect more personalized and enriching travel experiences tailored to their specific interests.

• They will likely have a greater opportunity to connect with different cultures and histories in a more meaningful way.

• The focus on experiences over material goods could lead to a greater sense of personal fulfillment from their travel.

• However, they may also face the challenge of navigating a market with potentially higher costs for truly unique and curated experiences.

Implication for Future:

• The future of luxury travel will likely see an even greater emphasis on hyper-personalization, leveraging technology to tailor every aspect of the journey.

• Transformative travel, focused on personal growth and well-being, will likely become more prominent.

• Sustainability and ethical considerations will likely play an increasingly important role in luxury travel choices.

Consumer Trend (name, detailed description):

• Meaningful Immersions: Luxury travelers are increasingly seeking travel experiences that go beyond surface-level tourism and offer opportunities for deep cultural immersion, personal growth, and authentic connections with local communities and environments.

Consumer Sub Trend (name, detailed description):

• Authenticity Over Artifice: Consumers are actively rejecting manufactured or homogenized luxury experiences and are instead prioritizing genuine, locally-rooted encounters that offer a true reflection of the destination's culture and heritage.

Big Social Trend (name, detailed description):

• The Experience Economy: This broader societal shift emphasizes the value of experiences over material possessions, with consumers increasingly willing to spend their resources on creating lasting memories and engaging in enriching activities.

Worldwide Social Trend (name, detailed description):

• Global Citizenship & Cultural Curiosity: With increased connectivity and awareness, individuals are developing a greater curiosity about different cultures and a desire to engage with the world in a more meaningful and respectful way.

Social Drive (name, detailed description):

• Personal Growth & Enrichment: A fundamental human drive to learn, evolve, and expand one's understanding of the world is fueling the demand for travel experiences that offer opportunities for personal growth and a sense of fulfillment.

Learnings for brands to use in 2025 (bullets, detailed description):

• Embrace Authenticity: Showcase the genuine character of your destination and offerings. Highlight local stories, traditions, and unique cultural elements. Avoid generic luxury tropes and strive for a distinctive identity.

• Prioritize Personalization: Implement systems and processes to understand individual guest preferences and tailor experiences accordingly. Offer customized itineraries, amenities, and services that cater to specific needs and interests.

• Curate Meaningful Experiences: Go beyond standard sightseeing tours. Develop immersive activities that allow guests to connect with the local culture, history, or environment in a deeper way, such as cooking classes with local chefs, guided tours by community members, or participation in local traditions.

• Highlight Heritage: If your property or destination has historical significance, weave those stories into the guest experience. Offer historical tours, incorporate local traditions, and showcase the unique heritage in a compelling way.

• Foster Loyalty Through Value: Reward loyal customers with exclusive experiences, personalized recognition, and benefits that genuinely enhance their travel journey, going beyond simple discounts.

Strategy Recommendations for brands to follow in 2025:

• Invest in Local Partnerships: Collaborate with local businesses, artisans, and community organizations to offer truly authentic and enriching experiences that benefit the local economy. This could include sourcing local ingredients, partnering with local guides, or supporting community-based initiatives.

• Develop Personalized Itinerary Planning: Offer guests the opportunity to co-create their travel experiences with expert advisors who can tailor itineraries based on their specific interests and preferences. Leverage data and technology to anticipate needs and provide relevant recommendations.

• Showcase Unique Storytelling: Effectively communicate the unique story and heritage of your brand and destination through compelling narratives and engaging content across various platforms. Highlight the people, the history, and the distinctive aspects that set you apart.

• Create Exclusive and Limited-Edition Experiences: Design unique, "money-can't-buy" experiences that are only available to your guests, fostering a sense of exclusivity and creating memorable moments that will be talked about.

• Enhance Loyalty Programs with Experiential Rewards: Shift the focus of loyalty programs from purely transactional benefits to offering exclusive experiences, personalized services, and early access to unique offerings, thereby fostering deeper engagement and retention.

Final sentence (key concept) describing main trend from article:

• The defining characteristic of luxury travel in 2025 is the ascendancy of authentic, personalized experiences that forge meaningful connections and lasting memories over traditional, standardized opulence.

What brands & companies should do in 2025 to benefit from trend and how to do it:

• Brands and companies should fundamentally shift their focus from simply offering high-end amenities to becoming curators of transformative travel experiences. This involves:

  • Investing in training staff to provide personalized and insightful service, acting as local experts and facilitators of unique experiences.

  • Developing partnerships with local communities and businesses to offer authentic cultural immersion and support local economies.

  • Leveraging technology to understand individual preferences and deliver tailored recommendations and services seamlessly.

  • Crafting compelling narratives that highlight the unique heritage and stories of their destinations and properties.

  • Designing exclusive and memorable experiences that go beyond the ordinary and create lasting impressions.

Final Note:

• Core Trend:

  • Experiential Luxury: The fundamental shift in luxury travel towards valuing unique and meaningful experiences over traditional material opulence.

• Core Strategy:

  • Personalization & Authenticity: The key to success lies in tailoring offerings to individual preferences and showcasing the genuine character and heritage of the destination.

• Core Industry Trend:

  • Shift from Materialism to Experientialism: The broader travel industry is witnessing a growing demand for experiences, particularly in the luxury segment.

• Core Consumer Motivation:

  • Meaning and Connection: Luxury travelers are driven by a desire for personal enrichment, authentic connections with people and places, and the creation of lasting memories.

• Final Conclusion: The future of luxury travel hinges on providing more than just lavish accommodations; it demands the creation of deeply enriching, personalized, and authentic experiences that resonate with the evolving values and motivations of discerning travelers in 2025 and beyond.

Core Trend Detailed (Experiential Luxury)

• (Name): Experiential Luxury

• (Description): Experiential Luxury represents a fundamental shift in the luxury travel market where the primary value proposition has transitioned from solely offering high-end material goods and opulent services to prioritizing the creation and delivery of unique, authentic, immersive, and personally transformative experiences. It signifies that discerning travelers are increasingly valuing the quality and memorability of their experiences above and beyond traditional markers of status and wealth in their travel choices. This evolution reflects a deeper desire for enrichment, connection, and the creation of lasting memories.

• (Key Characteristics of the Trend - Summary):

  • Emphasis on unique and authentic encounters. Travelers actively seek experiences that are distinct and offer a genuine taste of the local culture, moving beyond generic tourist activities.

  • Personalization and customization at the forefront. Tailoring travel plans and services to individual preferences and desires is becoming a crucial element of luxury offerings, ensuring each journey feels specifically designed for the traveler.

  • Focus on creating lasting memories and stories. The goal of luxury travel is increasingly to generate significant and memorable moments that travelers can cherish and recount long after their trip concludes.

  • Desire for deeper cultural immersion and connection. Travelers want to engage meaningfully with the local culture, interact with residents, and gain a more profound understanding of the destination's heritage and traditions.

  • Valuing transformative and enriching experiences. Luxury travel is now seen as an opportunity for personal growth, learning, and broadening one's perspectives through novel and impactful experiences.

  • Often involves active participation and engagement. Instead of passive observation, travelers are increasingly looking for opportunities to actively participate in activities, whether it's cooking classes, artistic workshops, or conservation efforts.

  • Can include elements of adventure, learning, or wellness. The definition of luxury is expanding to encompass various interests, with travelers seeking high-end experiences that cater to their specific passions, whether it's exploring remote landscapes, acquiring new skills, or focusing on their well-being.

• (Market and Cultural Signals Supporting the Trend - Summary):

  • Increased consumer spending on experiences over material goods across various sectors. This trend is evident beyond just travel, with consumers in general allocating more of their budget towards activities, events, and personal enrichment rather than solely on tangible possessions.

  • The rise of social media amplifying unique and shareable travel moments. Platforms like Instagram and TikTok have become powerful drivers, as users share their extraordinary travel experiences, inspiring others to seek out similar adventures and fueling the demand for visually and experientially rich travel.

  • Growing consumer demand for authenticity and transparency in brands. Travelers are becoming more discerning and are looking for brands that are genuine in their offerings and transparent about their practices, including their impact on local communities and the environment.

  • A societal shift towards valuing personal growth, well-being, and mindfulness. There is an increasing emphasis in society on self-improvement, mental and physical health, and being present in the moment, which aligns perfectly with the desire for travel experiences that promote these values.

  • The impact of global events (like the pandemic) leading to a re-evaluation of priorities and a desire for more meaningful travel. Periods of disruption have often caused individuals to reflect on what is truly important, with many prioritizing experiences and connections with loved ones over material accumulation.

  • The increasing demand for bespoke and curated travel itineraries and services. Luxury travelers are seeking highly personalized and thoughtfully designed travel plans that cater specifically to their individual interests and needs, indicating a desire for expert guidance and tailor-made adventures.

• (How the Trend Is Changing Consumer Behavior - Summary):

  • Luxury travelers are prioritizing spending on experiences rather than just accommodations or transportation. Their budget allocation reflects a conscious decision to invest in activities and immersive encounters that will create lasting memories, even if it means opting for slightly less extravagant lodging or transportation.

  • They are actively seeking out unique, off-the-beaten-path destinations and activities. The desire to discover something new and different is driving them to explore less conventional destinations and engage in activities that go beyond traditional tourist circuits, offering a sense of exclusivity and adventure.

  • They are more likely to invest in personalized services and tailored itineraries. Recognizing the value of their time and the desire for a seamless and exceptional trip, luxury travelers are increasingly willing to pay for expert planning and customized experiences that perfectly match their preferences.

  • They place a higher value on authentic interactions with local cultures and communities. Superficial tourist encounters are no longer sufficient; these travelers seek genuine engagement with the local people, wanting to understand their traditions, participate in their customs, and contribute positively to the local economy.

  • They are increasingly influenced by online reviews and social media showcasing unique experiences. Testimonials and visual content shared by other travelers on digital platforms play a significant role in their decision-making process, with a particular emphasis on showcasing authentic and extraordinary experiences.

  • Loyalty is driven by brands that consistently deliver memorable and enriching experiences. Price and status alone are no longer enough to secure loyalty; luxury travelers are more likely to return to brands that have provided them with truly exceptional and personally meaningful journeys.

• (Implications Across the Ecosystem - Summary):

  • (For Brands and CPGs): Luxury brands in travel (hotels, airlines, tour operators) need to focus on curating and marketing unique experiences rather than solely emphasizing material luxury. This requires a shift in marketing narratives to highlight the transformative aspects of travel and the opportunities for personal enrichment. Partnerships with local experts, artisans, and community organizations become crucial for delivering authentic and immersive encounters. CPG brands can align by offering products that seamlessly integrate with and enhance the travel experience, such as high-quality, travel-sized wellness and beauty items tailored for specific climates or activities, gourmet food and beverage options that reflect local flavors, or durable and stylish travel gear designed for experiential adventures.

  • (For Retailers): Retailers in travel destinations can significantly benefit by curating offerings that align with the experiential luxury trend. This includes showcasing locally sourced, authentic products that tell a story about the destination's culture and heritage, moving beyond mass-produced souvenirs. Providing opportunities for cultural immersion through in-store experiences, such as demonstrations by local artisans or tastings of regional specialties, can further enhance their appeal. Retailers can also partner with local tour operators to offer curated shopping experiences as part of broader experiential packages.

  • (For Consumers): Luxury consumers can anticipate and expect more personalized and enriching travel experiences tailored to their specific interests, passions, and preferences. They will likely have increased opportunities to engage in deep cultural immersion, participate in unique activities, and foster genuine connections with the destinations they visit. The focus on experiences over material goods has the potential to lead to a greater sense of personal fulfillment and lasting satisfaction from their travel investments. However, they may also face a market where truly unique and highly curated experiences come with a premium cost.

• (Strategic Forecast): The trend of Experiential Luxury is not merely a fleeting fad but a fundamental evolution in consumer values and expectations. We can anticipate this trend to not only persist but also to become even more sophisticated and nuanced in the future. Hyper-personalization will likely become the norm, with technology playing an increasingly vital role in collecting data on individual preferences and tailoring every aspect of the travel journey in real-time. Transformative travel, which focuses on personal growth, wellness, and mindfulness, will continue to gain momentum as travelers seek journeys that offer deeper meaning and lasting positive impact on their lives. Furthermore, sustainability and ethical considerations will exert a growing influence on luxury travel choices, with travelers increasingly prioritizing experiences that are environmentally responsible and benefit local communities. We may also see a blurring of lines between luxury travel and other sectors, such as education and philanthropy, as travelers seek opportunities to learn and contribute during their journeys.

• (Final Thought): The essence of modern luxury travel has definitively transcended the acquisition of opulent possessions and has firmly embraced the pursuit of extraordinary and deeply meaningful experiences that not only create lasting personal value but also foster genuine connections with the world and its diverse cultures.

Source: https://www.travelweekly-asia.com/Travel-News/Travel-Trends/What-are-the-Preferred-choices-of-luxury-travellers-now-