Preferred Hotels & Resorts has released its first Luxury Travel Report, a sweeping analysis of emerging trends among affluent travellers that points to a future shaped by meaning, individuality, and curated experience over conventional five-star excess.
Developed in partnership with The Harris Poll, the report offers a rare window into the evolving values of luxury travellers, at a time when global travel is rebounding and transforming at once.
Luxury Travel in 2025: Purpose Over Prestige
The study, based on responses from over 500 high-net-worth U.S. travellers, reveals that luxury consumers are planning an average of eight leisure trips in 2025, with three of those being international. Over half of respondents also plan to increase their travel spend compared to 2024. But beyond the volume of travel, the Preferred Hotels & Resorts Luxury Travel Report makes it clear: what affluent travellers are looking for in 2025 is no longer about polished marble lobbies or gold-standard branding. It’s about connection, depth, and transformation.
Today’s luxury traveller is turning away from homogeneous experiences and toward immersive, culturally rich, and emotionally resonant journeys. According to the report, 70% of affluent respondents believe that many luxury hotels have become indistinguishable from one another—losing what the study refers to as their “soul.” From décor to service to guest experience, sameness is out. Distinction is in.
The Five Emerging Forces of Luxury Travel
The report identifies five major trends, which it calls the “Emerging Forces of Luxury Travel,” reshaping how the wealthy approach their leisure time:
- The Beige-ification of Travel Is the Industry’s Wake-Up Call: Travellers are rejecting cookie-cutter luxury experiences. Nearly three-quarters say they won’t pay for high-end stays that feel generic, as “destination disillusionment” sets in from algorithm-generated itineraries and overexposed hotspots.
- Legacy Moments Are the New Luxury Currency: Rather than accumulating luxury, travellers want to be transformed by it. 64% of respondents prefer local recommendations over digital concierge services, and over 80% say insider access unlocks their most memorable moments.
- Curation Is the New Standard of Luxury: Travel advisors are reclaiming influence, with 84% of participants valuing their insights more than online searches. Over 90% agree that the best travel feels effortless, thanks to expert planning and local nuance.
- Heritage Is the New Frontier: Authentic cultural immersion is in high demand. Over 90% of luxury travellers are drawn to experiences rooted in history and tradition. With 71% planning multigenerational trips this year, accommodations that foster both connection and heritage are seeing a surge in demand.
- Loyalty Programmes Are Lifelines to Consistency and Customisation: 82% consider loyalty programmes critical to ensuring hotel quality. These are no longer just point-earning systems—they’re personalized ecosystems that build trust and influence repeat bookings.
The overarching theme? A strong shift from surface-level prestige to personalized, legacy-building travel experiences that leave a lasting impression.
The Changing Psychology of the Affluent Traveller
Beyond the data, the Luxury Travel Report reflects a deeper psychological shift. Travellers in the top income brackets aren’t merely looking for escapes; they are seeking meaning. For many, travel is becoming a medium of personal growth, with each trip serving as a curated chapter in their larger life narrative. This makes human connection more valuable than technological convenience and emotion more powerful than amenities.
Lindsey Ueberroth, CEO of Preferred Hotels & Resorts, emphasized this ethos in her remarks: “We are guided by an ethos that celebrates an independent spirit, transformative experiences, and we remain committed to delivering authentic, memorable stays through our ‘Believe in Travel’ ideology.”
This approach is increasingly resonant as dupe culture, social media saturation, and mass tourism homogenize many destinations. Travellers now crave “unrepeatable” moments—those that cannot be booked with the tap of a button or recreated on another trip. Experiences tied to specific cultures, families, and historical backdrops are becoming the new benchmark of luxury.
What It Means for the Industry
For hotel owners, travel advisors, and tourism boards, the implications are clear: luxury no longer hinges on price tag or prestige but on emotional impact, individuality, and depth of experience. A hotel may feature fine linens and gourmet menus, but without cultural texture or storytelling, it risks being overlooked by the discerning traveller of today.
Here’s what the new luxury traveller values most, based on the Preferred Hotels & Resorts findings:
| Key Priority | Percentage of Respondents |
|---|---|
| Immersive local experiences | 90%+ |
| Heritage-rich stays | 90% |
| Curated itineraries via travel advisors | 84% |
| Insider access to unique activities | 80%+ |
| Customised loyalty programme benefits | 82% |
| Multigenerational travel planning | 71% |
This data signals a call to action for the travel sector: embrace storytelling, embed culture into every touchpoint, and prioritise bespoke over big-box. The brands that adapt will be the ones that resonate—and thrive.
Preferred Hotels & Resorts, which represents over 600 independent hotels across 80 countries, aims to lead that charge. With its commitment to individuality and cultural richness, the brand is positioning itself as a standard-bearer in this new era of luxury.
As the industry emerges into a post-pandemic world redefined by values, not volume, one thing is certain: luxury travel in 2025 isn’t about how far you go—it’s about how deeply you feel it.
