As the luxury travel market evolves, discerning travelers in 2025 seek more than lavishness—they crave authenticity, curated journeys, and emotionally rich experiences. Preferred Hotels & Resorts’ inaugural Luxury Travel Report reveals these shifting priorities and offers a roadmap for the future of upscale global exploration.
A Deep Dive Into the Evolving Landscape of Luxury Travel
Preferred Hotels & Resorts, the world’s largest independent hotel brand representing over 600 distinguished properties in more than 80 countries, recently launched its first-ever Luxury Travel Report. Developed in partnership with The Harris Poll, the report provides an insightful exploration into the habits, attitudes, and expectations of affluent travelers in 2025.
Despite global uncertainties, the study underscores a resilient passion for travel among high-net-worth individuals. Luxury travelers plan an average of eight leisure trips this year, including three international journeys, with more than half intending to increase their travel spending compared to 2024. This demonstrates not only a rebound but an elevated commitment to experiencing the world.
What stands out most is a profound shift in what luxury means to travelers today. No longer defined solely by opulence or material excess, luxury travel has entered a new era driven by personal connection, authenticity, and emotional engagement. Affluent travelers want deeply immersive and singular experiences that speak to their individuality rather than standardized, mass-market offerings.
The Five Forces Driving the Future of Luxury Travel
The report identifies five transformative forces that are reshaping the luxury travel landscape, highlighting a fundamental change in traveler expectations and industry practices.
The End of Homogenized Travel: A Call for Authenticity:
A dominant theme is the widespread rejection of “beige” or cookie-cutter travel experiences. Nearly 70% of luxury travelers express dissatisfaction with the growing standardization in luxury hotels, lamenting the loss of unique character and soul. This “dupe culture,” where experiences and destinations become repetitive clones, has created what the report terms “destination disillusionment.” Travelers increasingly feel that many cities and hotels blend into a generic backdrop, lacking distinct appeal.
Instead, discerning travelers are demanding destinations and stays that surprise, delight, and authentically embody local culture and spirit. Nearly 75% refuse to pay premium prices for accommodations perceived as generic, signaling a clear industry wake-up call to prioritize originality over uniformity.
Legacy Moments Trump Material Possessions:
Luxury is increasingly about transformational experiences rather than accumulating goods. The report finds that over 80% of affluent travelers believe the most meaningful travel moments come from insider connections and local insights. Sixty-four percent prefer exploring destinations guided by locals instead of impersonal AI or digital platforms, emphasizing a desire for genuine human interaction and authenticity.
Travel is viewed as a vehicle for personal growth, perspective shifts, and the creation of lasting memories that transcend material wealth. This shift underlines how emotional and intellectual investment in travel has become the true currency of luxury.
Expert Curation Becomes the Gold Standard:
Meticulous curation now stands alongside traditional five-star service as a cornerstone of luxury travel. Over 90% of respondents agree that the best trips are those that feel effortless yet are carefully planned behind the scenes. Almost 90% want their accommodations and experiences to reflect the unique cultural essence of the destination.
Trusted travel advisors are increasingly influential, with 84% recognizing the superior value of expert human guidance over endless internet searches. These professionals tailor journeys to individual tastes, creating a heightened sense of discovery and satisfaction.
Heritage and History Take Center Stage:
More than 90% of luxury travelers want experiences that immerse them in the history and traditions of the places they visit. This desire goes beyond observation; travelers seek to be active participants in cultural heritage. Additionally, with 71% planning multi-generational trips in 2025, there is a growing demand for accommodations that accommodate family groups and foster shared identity.
This focus on legacy reflects a shift toward deeper emotional and familial connections as core elements of luxury travel experiences.
Loyalty Programs Redefined as Personalized Relationships:
In a climate of inflation and rising costs, loyalty programs have become vital for ensuring consistent quality and personalized service. Eighty-two percent of luxury travelers see loyalty schemes as essential for maintaining high hotel standards. Nearly two-thirds say positive previous experiences heavily influence their decision to rebook.
Modern loyalty programs transcend simple rewards, offering tailored benefits and human engagement that cater to the sophisticated expectations of today’s luxury traveler.
Leadership Perspective: Guiding Authentic and Meaningful Travel
Lindsey Ueberroth, CEO of Preferred Hotels & Resorts, reflects on the significance of these findings: “The Luxury Travel Report deepens our understanding of evolving traveler desires and reinforces our commitment to authenticity and transformative experiences. Our ‘Believe in Travel’ ethos celebrates independence and memorable journeys, and this report inspires us to continue delivering unique stays that resonate with today’s discerning guests.”
Her statement encapsulates the brand’s dedication to evolving alongside its clientele, focusing on curated, authentic experiences that go beyond luxury’s traditional boundaries.
Insights and Rigorous Methodology
The Luxury Travel Report is grounded in a comprehensive survey conducted by The Harris Poll between February and March 2025. It involved over 500 affluent travelers in the United States, all meeting stringent financial criteria: annual household incomes exceeding $250,000, assets over $1 million, and leisure travel expenditures of at least $10,000 annually. This selective pool ensures the findings genuinely reflect the behaviors and preferences of the luxury market’s core consumers.
A New Chapter for Luxury Travel
Preferred Hotels & Resorts’ inaugural Luxury Travel Report marks a pivotal moment in luxury tourism. Affluent travelers today demand far more than lavish accommodations—they seek authenticity, emotional depth, and transformative moments that foster connection and personal growth.
The industry is called to embrace this evolution by championing uniqueness, expert curation, cultural immersion, and meaningful loyalty. As these emerging forces continue to shape luxury travel, they herald a future of more personalized, memorable, and impactful global journeys.
