A New Era for Luxury Travel: The Five Big Shifts

In an era where authenticity and experience trump surface and predictable luxury, Preferred Hotels & Resorts, the world’s largest independent hotel brand, has released its first Luxury Travel Report. It is an in-depth study of consumer trends, conducted in partnership with The Harris Poll, and based on a sample of more than 500 affluent American travelers.

The research confirms that the desire to travel remains strong: luxury travelers plan an average of eight leisure trips in 2025, three of which will be abroad, while more than half say they will spend more than in 2024.

From “standardization” to experience

The report highlights five powerful trends that are redefining the concept of luxury in travel, highlighting the need for experiences that are unique, authentic, and emotionally meaningful.

1. Uniqueness and surprises

Nearly 7 in 10 respondents believe that modern luxury hotels have lost their identity due to overstandardization. The combination of algorithmically designed itineraries and “dupe culture” is leading to “destination disappointment”, as many cities and hotels look alike. Luxury travelers demand uniqueness and surprises, rejecting generality, even if it comes with five stars.

2. Luxury as a “legacy of moments”

Meaning trumps luxury for luxury. 82% say that the most memorable travel moments come from personal connections, while 64% prefer to explore a destination with the help of locals rather than through digital guides and artificial intelligence.

3. Curation is the new standard

A travel experience shouldn’t just be high-end – it should be curated in a way that feels effortless and authentic. 90% of respondents say the best trips are those that look easy but are impeccably organized, while 89% want to see local culture reflected in hotels. Travel advisors are gaining newfound prestige, with 84% believing they are more trustworthy than online searches.

4. Heritage as a new adventure

Modern luxury travelers don’t just want to see history – they want to be a part of it. Over 90% seek experiences that immerse them in cultural heritage, while 71% plan multi-generational trips, increasing demand for spacious accommodations that strengthen connections between them and their roots.

5. Loyalty as a driver of trust and personalization

In an environment of economic pressures, loyalty programs are gaining new weight. 82% believe that loyalty programs guarantee the quality of hotels, while almost two-thirds only repeat bookings if they had a positive previous experience. Loyalty is no longer just transactional, but emotional and personalized.

Luxury Reimagined

Preferred Hotels & Resorts CEO Lindsey Ueberroth said the report deepens our understanding of the ever-changing needs of luxury travelers and aims to enhance authenticity and showcase the curated experiences offered by the company’s global collection.

“We envision a journey that is not just luxurious, but truly transformative. Through our ‘Believe in Travel’ message, we deliver experiences that leave a mark,” she noted.

The study was conducted between February and March 2025 by Harris Poll and includes travelers with an income of more than $250,000, assets of at least $1 million, and an annual spending of more than $10,000 on leisure travel.

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