Luxury trips are quietly expanding. And it’s not just boat billionaires. The latest McKinsey travel survey found that 35% of luxury travelers have a net worth of less than $1 million.
“Wealth is quiet, the rich are noisy, the poor are flashy.” This general summary of ideas expressed in the book “The Psychology of Money” captures a changing way of thinking. Luxury vacations give way to private and meaningful escapes as rich travelers are scattered around big ticket experiences embodying modest elegance and quiet luxury.
The decline of revenge trips
Revenge trips emerged as a reaction after years of pandemic restrictions. People indulge in luxury travel to make up for the lost time. Many of these trips prioritize quantity over quality, contributing to the confusion of popular tourism. As a result, travelers are tired of overcrowded destinations, rising prices, and pursuing viral experiences that often make them feel unmet. This shift in thinking has now sparked a desire for a more intentional travel experience, paving the way for a quiet, luxurious movement.
What defines quiet luxury?
Quiet luxury is not about showing off, but about exclusivity, elegance, and understated wealth. On travel, this leads to a high-end experience that shows refined taste without showing off. Instead of the Ritz-Carlton, stay at a remote Amalfi Coast Resort or boutique hotel in Tuscany, crowded with remote Italian vineyards. Simply put, it’s like wearing merino wool instead of Chanel on your chest. In 1%, quiet luxury has become a new marker of sophistication as it is defined by access to rare and authentic experiences rather than material excess.
No privacy and discretionary budget
Many wealthy families are looking for quarantine when traveling. It’s as stressful as their world comes, so finding a remote location where they can unplug in isolation is their number one priority. The elite are not looking to compete for reservations at viral restaurants or be in resorts packed with influencers. Instead, they prefer chalets on private islands and remote mountains.
There are also safety factors that reduce the risk of known individuals that remote areas are targets for thieves. With celebrities homes being a recent target, and it’s only just been reported by the Los Angeles Times, security is a priority, and it’s important to be in the spotlight, especially when traveling. Nothing screams of quiet luxury than going on most trips that have worked hard for privacy around the sights.
Move distances for meaningful experiences
Popular tourist destinations have become overcrowded with reduced experiences due to revenge trips, and many have been exploring paths with fewer travel. According to Expedia’s 2025 trends report, 63% of consumers may visit lesser known destinations on their next trip. Instead of superficial luxury, travelers prioritize authentic cultural immersion and meaningful connections, looking for a deeply personal and thoughtful place.
Personalization is important in this shift. Wealthy travelers prefer a itinerary tailored to their own interests instead of the typical luxury packages and are willing to pay a premium for these experiences. For example, CNBC says Antarctic heliskiing could cost up to $2.2 million, but polar bear safaris in the restricted area of Norway’s Svalbad can bring travellers back to $300,000. Enjoying the pristine beauty of unexplored areas in isolation is more humble than anything else.
The rise of owner-run hotels
The revenge trip prompted me to lean on luxury and excessive amenities for luxury properties. Now the same property is struggling to meet the changing expectations of travelers looking for thoughtful and personalized experiences. It is difficult for a larger brand to offer, as standardized services are what drive profits. It’s where hotels run by family and individually managed owners come to fill the gap.
These boutique properties will focus attention on the details and authentic connections and travel the extra distance to ensure that guests are warmly and welcome during their stay. One notable example is Baur Au Lac, a seventh generation family-run hotel in Zurich, Switzerland. For Baur Au Lac owners, providing guests with a place to stay is more than just business. It’s about a sense of craftsmanship and pride in ownership. This level of personalized experience is difficult to replicate with larger luxury brands, and profit margins are often given priority.
Where sustainability appears
In contrast to what you might think, not all gorgeous travelers are old. According to McKinsey, 80% of the luxury leisure market is people under the age of 60. Young tourists can be willing to spend on a luxurious level, and these customers value sustainability and ethical consumption. The over-the-top breakfast buffet won’t appeal to this group that thinks this is useless. Instead of dul, we beat ZS, who is leading the millennial and quiet luxury moves, focusing on craftsmanship, quality and thoughtfulness.
The future of luxurious travel
Consumers are exhausted by the exorbitant prices they pay on high-end real estate that can’t bring value. Travelers, especially young and wealthy classes, are not looking for obvious displays of wealth, but rather are fooled to prioritize quality over quantity and depth over display. Whether it’s a wellness retreat in Kyoto or a private safari in Botswana, the new status symbols are not to be seen. It’s about experiencing the world in a genuine, rewarding and intimate way.
Zuzana Paar, creator of Amazing Travel Life, is a veteran traveler and author who explored 62 countries and lived in St. Lucia, Dubai, Vienna, Doha and Slovakia. Her work has been featured on Fox News, NY Daily News, MSN and more. She also made a live appearance at the WGN Bob Sirott Radio Show in Chicago. When she is not discovering a new destination, she shares travel tips and insider insights so that others can experience the world in a unique and unforgettable way.
