8 ways wealthy people are redefining luxury vacations

Who cares about fancy bags, watches, and coats when you can spend that money on your next luxury trip?

Bain’s latest deep dive into the luxury industry shows that while demand for luxury goods is slowing, travel and experiences are still going strong, and some wealthy consumers now think so. .

The types of people who spend more on travel are also changing. Notably, young and ambitious travelers are joining this group. They want to ensure that their travels are stress-free, value-driven, and full of the best experiences.

As the industry expands and younger generations enter the scene, the classic luxury vacation of relaxing in a five-star hotel by the beach is no longer enough.

Let’s take a closer look at the luxury travel trends that will accelerate in the new year.

Thanks to Gen Z, social media is dictating the itineraries of wealthy travelers

Gen Z is increasingly taking control when it comes to luxury family vacations.

Inspired by social media and what they like to post on their Instagram and TikTok accounts on holiday, young travelers are becoming more opinionated about the activities they want to do and the destinations they want to visit.

Julia Carter, founder of luxury travel company Craft Travel, told Business Insider that this phenomenon is becoming increasingly widespread. Today, about 80% of the family trips her company organizes are influenced by Gen Z, who suggest destinations and activities based on what they see on social media.

“Their biggest interest is definitely hotels,” Carter said. “You can go to London or Paris, but as the saying goes, if you can’t make money, how can you prove that you’ve actually succeeded in style? The hotel is proof of that.”

Health and wellness are top priorities this holiday season

Wellness tourism is growing and becoming more tangible, according to luxury travel network Virtuoso’s 2025 Trends Report.

Luxury hospitality venues are springing up around the world, capitalizing on wellness tourism for everything from genetic testing and menopause treatment to energy therapy and brain rejuvenation, the report says.

Slow travel doesn’t go anywhere

Black Tomato is also seeing an increase in demand for what the company calls “silent travel,” where customers primarily living in large cities seek a deliberate quiet reset from the hustle and bustle.

These vacations can last up to a month and are in line with the already popular slow travel movement, where people are looking for longer, less rushed vacations.

Sammy Gashem, general manager of La Dolce Vita Orient Express, told BI he called the move “slow cruising” and said it had its origins in the immediate aftermath of COVID-19. Ta.

Since then, people have developed appetites, interests, and a desire to slow down, increase the quality of their experiences, and savor more of them, Gakem said.

Wealthy people are paying to get ‘lost’ on vacation

One of the strange trends that is picking up speed is the desire among travelers to challenge themselves in nature.

As UK-founded luxury travel agency Scott Dunn reports in his 2025 What to Watch report, remote clients who want to “step out of their comfort zone and use travel as a medium” Interest in experiences is increasing. Discovery, deep immersion, and transformation. ”

Black Tomato offers a “Get Lost” service. In this service, clients are challenged to find a way to escape from a remote location while being monitored by a support team.

Travelers who book this service often don’t know the terrain or what they need to do upon arrival, but that seems to be exactly what matters.

They also love luxury all-inclusive

Luxury all-inclusive travel also seems to be gaining popularity.

Travel agency Fora told BI it saw a 324% year-on-year increase in bookings across its top-booked all-inclusive brands in 2024. Scott Dunn also cited luxury all-inclusives as a key travel trend for 2025.

Convenience and affordable luxury are big draws, but all-inclusive resorts are one of the most popular options because they offer more than just relaxing on the beach.

All-inclusive clients “go beyond the typical ‘fly-and-flop’ beach hotel and encompass everything from safari camps and secluded lodges to cruise vacations and wellness retreats,” Scott Dunn reports. The venue has already been reserved.

Wealthy travelers pay big bucks for unique experiences

From flying to Texas for the best view of this year’s solar eclipse to heading to Australia to catch a glimpse of the rare pink Lake Hillier and the fairy ring of the Namib Desert, Black Tomato and Scott Dunn share their itinerary reports that more customers are creating . A once-in-a-lifetime moment spent in nature.

This trend is consistent with what Natural World Safaris founder and CEO Will Bolsover told BI that the “last chance tourism” trend is gaining momentum.

“More customers are booking trips and requesting experiences because they know they won’t always be available,” he said. “These requests may also be related to specific iconic locations that are under threat from climate change, such as wanting to see Mount Kilimanjaro while there is still snow on the peak or before the ice melts. “For example, tourists who want to see Antarctica in the future,” he added.

Replace the beach with a “cool vacation” in summer

Some wealthy travelers are switching away from their traditional desire to go to the beach and booking getaways to destinations known for their cooler summer temperatures.

For example, Scott Dunn reported a 26% increase in bookings for trips to Finland and Norway this summer, and global luggage delivery service Luggage Forward reported that more customers are traveling to cooler destinations. He said he was on his way.

“Most of our customers are urban dwellers in the United States, and we’re seeing an increased interest in colder countries further afield,” said Audrey Cohort, co-CEO of Luggage Forward. said. “This type of trip is more adventurous than the typical summer beach vacation, and winter outdoor activities such as skiing are the focus of many of these trips.”

Luxury vacations where you can enjoy racket sports are all the rage.

Sports such as padel and pickleball are growing in popularity in the United States, and the desire to continue playing on holidays is gaining ground.

Virtuoso’s 2025 Travel Report says luxury resorts are increasingly building “state-of-the-art” courts and racquet sports facilities to attract wealthy guests.

Pioneers of the combination of sports and luxury travel, dubbed the “extortion trend,” include British billionaire Virgin Group founder Richard Branson, whose exclusive Necker Island retreat now includes padel, There are pickleball and tennis courts.

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