Unique destinations, insider access and curated experiences are reshaping luxury travel.
Gone are the days of over-visited tourist destinations and standardised high-end experiences. Today’s affluent travellers are increasingly gravitating towards one-of-a-kind places, unique destinations and surprising environments, craving what a new report calls “the unrepeatable” — cities that excite, environments that surprise, and experiences rooted in individuality.
The key to unlocking these authentic experiences? Local expertise and insider access, according to The Luxury Travel Report 2025, recently published by Preferred Hotels & Resorts in partnership with The Harris Poll. The numbers paint a clear picture: over 80% of luxury travellers say insider connections create their most memorable moments, while 84% value the personal touch of a trusted travel advisor over endless internet searches.
The study reveals a decisive shift away from what it terms the “beige-ification” of travel, with nearly 70% of respondents believing modern luxury hotels have lost their soul to standardisation. 89% want to see authentic local character reflected in their hotel stays, while almost two-thirds prefer local knowledge over AI-driven concierge services.
This hunger for authenticity is reshaping luxury travel, with over 90% of respondents saying the best journeys feel effortless yet expertly curated. The demand shows no signs of slowing: affluent travelers are planning an average of eight leisure trips in 2025, including three international journeys, with over half planning to increase their travel spending compared to 2024.
Heritage experiences are also gaining momentum, with over 90% of luxury travelers seeking immersive historical and cultural experiences. This trend aligns with a surge in multi-generational travel, as 71% plan to take family trips in 2025.
The research was conducted between February and March 2025, focusing on travelers with annual household incomes exceeding US$250,000 and minimum assets of US$1 million.
