Luxury
travel is about creating memories that last a lifetime, enriching the soul
while satisfying the highest standards of comfort and elegance.
There was a time when luxury travelers were happy to stay in
a five-star
resort or all-inclusive and rarely venture out. But luxury travel has
changed dramatically, and travelers are not only looking for different luxury
experiences, but for those that include more adventure. I happily add my name
to this list.
Our travel-loving family will say that though we’re not
budget travelers and do prefer luxury experiences, we’re excited about the
growing shift of luxury travel to a more experiential bent.
What’s Driving this Trend?
Global luxury and experiential travel network Virtuoso
surveyed its industry-leading travel agency members and their teams of
professional travel advisors across 58 countries worldwide.
According to their 2025
Virtuoso Luxe Report, travelers will continue to prioritize exploration and
personalized experiences, while maximizing value without compromising quality.
Luxury travelers are willing to spend more but are mindful of rising costs,
making guidance from their trusted travel advisor crucial.
Travel advisors are definitely seeing this luxury trend
continue as their clients seek unique, upscale, and unforgettable experiences
when they travel and are increasingly willing to spend more on bespoke and
private tours, enhanced accommodations, and culinary adventures that immerse
them in new cultures and environments.
I reached out to Sam Mosolino, co-owner of Wishes Travel in Birmingham, Alabama
who has seen a significant increase in luxury bookings in 2024. He said, “I
believe that social media has also changed what people think travel can
be. No longer are they experiences that
can only be shared among family members, but these experiences can be shared to
a much larger degree with the online, friend circle and even the world. Additionally, what they can find on YouTube
or TikTok, gives travelers a sense of a smaller world that is just begging to
be explored.”
He added, “Travelers want their experience to meet or exceed
their investment, and increasingly luxury travelers understand the limitations
of DIY trips and are willing to engage with travel advisors to help them unlock
the magic in a destination.”
The Psychology of Luxury Travel
Even the motivation for taking luxury trips has changed.
According to Glion Institute of Higher Education, a specialist in hospitality
and luxury management, opulent voyages and other high-end experiences are
more than just a status symbol for many travelers.
Rather, the psychology behind luxury travel is
multi-faceted, driven by motivations and urges that run deeper than we may even
realize.
According to Glion, today’s luxury travelers have a strong
desire for uniqueness and seek experiences that distinguish them from typical
tourists. Think private island getaways, private safari trips, personalized
tours curated by local experts or stays at privileged resorts.
But many look to a new facet of luxury travel to embark on a
journey of self-discovery and engage in transformative experiences that allow
for deep introspection and reflection. Today’s luxury travelers are looking for
adventure, cultural experiences and wellness retreats to feed their bodies and
souls. They value the physical and psychological benefits that come along with
this type of trip.
Transformative and Experiential Luxury
Imagine traveling to the earth’s most unforgettable places.
Unique destinations, off-the-beaten-track locales with small groups and
deep-meaning experiences.
Lori Allen of Focused
Escapes leads curated, small group trips to extraordinary places such as
Bhutan, Uganda, Easter Island, Morocco, Namibia and more. These trips are for
those who prefer unconventional travel, rare opportunities and experiential,
deep-meaning adventures and encounters.
“Luxury travelers have always valued effortless experiences -
that’s nothing new. But today, there’s a stronger demand for authenticity. True
luxury isn’t about designer furnishings or a pillow menu anymore- it’s about
real adventure and meaningful connection,” said Allen.
She added, “By 2025, luxury will take on entirely new
meanings. For some, it’s champagne, caviar and a butler expecting a $100 tip.
For others, it’s a sleeping bag, a campfire and someone hauling your gear so
you can have an unforgettable night under the stars. More and more people are
choosing the stars.”
Busting the Myths of Luxury Travel
Though a key factor in the sharp rise in luxury travel is the
sharp rise in the number of individuals globally with net worth between $1
million and $30 million, the base of aspiring luxury travelers with net worth
between $100,000 and $1 million has expanded according to a 2024 article from McKinsey
& Company. That debunks the image that all luxury travelers are very
wealthy.
Another common-held myth is that luxury travelers are baby
boomers. This is changing as now 80 percent of the luxury leisure market
includes people below the age of 60. Additionally, travel agencies such as
Wishes Travel are seeing an uptick in luxury travel requests for those between
the ages of 40 to 60 along with younger travelers showing an increased desire
and ability to spend at the luxury level.
These aspiring luxury travelers might splurge on special
occasions, prefer visibly branded luxury, demand value for their money and take
advantage of loyalty programs and benefits to book their vacations. They also
may be willing to spend big on individual components of their travel- such as a
helicopter tour in Kauai, but not on every aspect of their trip.
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