WHY IT RATES: Travel Experts has historically stayed several stops ahead of luxury trends. One way it manages to do so is by engaging regularly with its advisors through a variety of channels, including surveys, the latest of which uncovered the resilience of the luxury sector.—Claudette Covey, Executive Retail Editor
Advisors from across the U.S. are reporting a continuing trend towards a new definition of what luxury travel means to their clients and have found that experiences such as private transfers, VIP services, and unique tours are preferred over fancy suites in hotels or on cruises.
These findings are a result of a survey by Travel Experts, the premier Host Agency with more than 600 independent advisors primarily focused on promoting and selling luxury travel.
“Since the Pandemic, our advisors have seen a growing trend where clients are seeking to focus on the experiences rather than the products or destinations,” said Sharon Fake, Travel Experts Executive Director.
Fake added: “The clients are now dictating that their vacation spending be used for private VIP benefits and access as well as local connections with cooking classes, wine tastings, wellness opportunities and other highly curated experiences. It is no longer about opulence or first-class flights and five-star hotels, but rather the personalization of the experience that matters as clients in all segments of the market from Boomers to Millennials and GenXers are willing to pay extra for their own definition of what is luxury travel.”
Pamela Walker, Walker Adventures, Palm Coast, FL, says: “The bar has been lowered as everyone wants the ‘special’ or ‘exclusive’ areas on ships and the best room in hotels. Real luxury is now all about the experience and the food, adventures and food, extraordinary sites and food again.”
Alexis Sherry, ASTravelPro, Livingston, NJ, said: “I see a major increase in demand for luxury travel, but it is less about over-the-top extravagance and more about finding untouched locations and awesome experiences. Clients are prioritizing personalization and seamless travel. For some clients, luxury means a private guide opening doors to exclusive experiences avoiding crowds altogether. The biggest luxury is time and ease.”
Sherry added: “Clients are also building trips around major events, celebrations, or milestone moments.”
McLean Robbins, Lily Pond Luxury, Annapolis, MD, said: “The word luxury is doing a lot more work than it used to. It’s no longer about the nicest room in the best hotel. It’s about time well spent, logistics that feel effortless, experiences that are deeply personal.
“Luxury travel has evolved from ‘what is the most expensive or exclusive’ to ‘what is the most meaningful, seamless and well-suited to me.’ It’s skipping the line, getting the right guide, having the hotel already know your preferences and not wasting a single day of a vacation. We define luxury travel by how well the entire experience works. My clients want to feel like they experienced a place rather than simply checked it off.”
Kim Schott, Adventures Beyond Borders, St. Charles, MN, said: “My clients are increasingly moving away from cookie-cutter itineraries and instead requesting deeply personalized, bespoke experiences curated by premier luxury providers who can cater to their exact preferences and passions.”
Schott added: “Many budget-conscious travelers are pulling back or pausing their plans entirely due to rising airline costs and global economic uncertainty. On the other hand, high-end luxury clients remain highly resilient, their demand for travel hasn't wavered, and they continue to invest significantly in premium, top-tier vacation experiences.”
Steve Torres, The Traveling TORO, Rockwall, TX, said: “I'm seeing luxury redefined with more emphasis on experiences over elegant and shiny hotels, especially with the younger generations. The spend I'm seeing is about the same; however, the emphasis on how that spend is broken down has switched. Travelers want to spend more on the experiences versus their accommodations.”
Linda de Sosa, Bucketlist Travel Consultants, Houston, TX, said: “More adventure has been added to luxury. Things like natural habitat adventures. Not necessarily luxurious accommodations, but special experiences. I had a very dear client come in to thank me. She didn’t talk about her accommodations; she talked about a private dinner I had set up on the Great Wall of China.”
De Sosa added: “Hotels can provide those experiences too. Rubens at the Palace set up a teepee in the room for my grandkids, provided specially sized robes, and a cupcake making experience. Now, whenever they go to a hotel, they apparently say it’s nice, but it’s no Rubens.”
Many clients are willing to spend the money to get the luxury vacation they envision. Walker’s clients spend between $20,000 for a short trip for two up to and above $157,000 for 20 day trip to Australia.
Sherry said her “clients are spending on private transfers, VIP airport services, private guides, yacht charters, and special experiences, especially wellness experiences.”
Robbins said: “Clients are spending more, but they’re also expecting more. But clients are also choosing to invest more in the pieces that make a trip feel special such as private guides, smoother transfers, and more thoughtful pacing.”
Robbins added: “My clients are spending on the things that reduce friction and increase meaning. That means suites or connecting rooms that work for families, after-hours cultural access and wellness experiences. They are also spending on time such as a nonstop flight and a hotel that puts them in exactly the right neighborhood.”
Schott said: “The emphasis is squarely on exclusivity, comfort, and seamless logistics. Specifically, clients are investing heavily in premium luxury lodging, private drivers for personalized transit, and curated private tours that offer exclusive access and deeper local insight.”
In addition, most of the advisors are reporting that their clients are taking two or three trips per year with some saying their clients take five or six trips, with two or three long vacations and three or four weekend trips.
Robbins said: “What has changed is that even shorter trips are being treated with more intention. A three-night hotel stay might still involve VIP amenities, hard-to-get dining, and a private experience. Clients want even quick trips to feel polished.”
The advisors report that their clients continue to want Europe vacations with Italy, Greece, France and Portugal dominating the market. But Robbins noted, “the destination matters, but the design of the trip matters more.”
Schott said: “I am seeing a tremendous surge in river cruising, alongside highly tailored, luxury FIT experiences.”
Torres added his perspective: “From Texas where I am based, Mexico and the Caribbean are always popular destinations. Europe is big for couples seeking ‘local’ experiences over tourist traps.”
One of the issues many advisors are facing is that their luxury travelers are booking last minute and still want the highly curated experiences. “In luxury travel now, advance planning is not about being overly organized; it is about preserving choice,” noted Robbins.
“I am seeing a distinct trend toward shorter lead times, with clients frequently requesting arrangements just three- to four-months prior to departure, compared to the traditional six- to 12- month advance planning window,” said Schott.
Torres said: “This year I've seen much more last-minute booking, which is 90 days or less. Even though we may discuss a trip up to a year in advance, they don't actually book until a few months prior.”
Since the Pandemic, family has risen in importance. Robbins noted that “travel has become part of how clients spend time with family and friends. It’s not just a vacation line item. It’s how they celebrate birthdays, anniversaries, graduations, school breaks and, frankly, how they create protected time together.”
SOURCE: Travel Experts press release.
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