The Luxury Travel Report 2025, conducted by Preferred Hotels & Resorts in partnership with The Harris Poll, has revealed that luxury travelers are increasingly seeking distinctive, personalized experiences and heritage-rich stays. They reject standardization in favor of authenticity and emotional connection. Loyalty programs remain a significant priority for them.
The Luxury Travel Report 2025, unveiled by Preferred Hotels & Resorts in collaboration with The Harris Poll, shows several crucial trends within the luxury travel sector. The survey demonstrates that the appetite for travel is still strong, with high-end travelers planning to undertake an average of eight leisure trips in 2025, including three international journeys.
Emerging Forces of Luxury Travel
The report identifies Five Emerging Forces of Luxury Travel that signal a new era of expectations among affluent travelers. These include:
1. Rejection of Standardization
Luxury travelers increasingly reject the “beige-ification” of travel – the growing sameness in design, service, and experience. Approximately 70% believe modern luxury hotels have lost their unique identity to standardization, leading to “destination disillusionment”. Hence, they are seeking unique, individualistic experiences.
2. Legacy Moments
Affluent travelers seek transformational experiences that fundamentally alter their worldview and create lasting memories. More than four in five respondents expressed that insider connections lead to the most unforgettable travel moments.
3. Demand for Curated Experiences
Today’s luxury travelers expect curated experiences that feel effortless yet expertly crafted. 89% showed interest in seeing local charm reflected in hotels, with travel advisors becoming the new power brokers.
4. Heritage-Rich Stays
Over 90% of luxury travelers seek experiences that immerse them in history and culture, favoring heritage-rich stays.
5. Loyalty Programs
Loyalty programs are essential for 82% of luxury travelers, ensuring hotel quality and driving repeat bookings.
Methodology
The Luxury Travel Report was carried out by The Harris Poll on behalf of Preferred Hotels & Resorts from February to March, 2025, among over 500 affluent U.S. travelers. Respondents met criteria including an annual household income of more than $250,000, at least $1 million in total assets, and a minimum annual spend of $10,000 on leisure travel.
Explore the full findings of The Luxury Travel Report 2025.
