This article was originally published in the March issue of Ageentathome Magazine. Subscribe here and receive a free copy each month.
Advisors looking to take advantage of the ever-evolving luxury market should consider promoting curated vacations that shine a spotlight on exotic and unusual destinations.
She added that “a fully customized vacation with private transfers, exclusive access and opportunities to provide unique and cultural interactions for private/local guides” proves popular with clients.
“Travelers are no longer satisfied with general travel. They want a journey that caters to their personal interests and passions,” said Jason Hedrick, operations and international travel specialist at CI Azumano Travel. “Think about practical Italian cooking classes and traditional weaving workshops in Vietnam.”
High-end adventure
“A noticeable trend for luxury travel in 2025 is the rise of ultra-luxurious nature experiences, particularly Africa’s safari,” said Jonathan Alder, CEO of Jonathan Travel.
“Demand for European destinations has softened slightly, but interest in these high-end adventures is surged,” he said.
“While Africa was once considered one of the most expensive trips due to the spike in European prices in recent years, it now coincides with the costs of major global cities, making it a more attractive, competitive, and luxurious travel option.”
Additionally, “Previously overlooked desert destinations are beginning to become popular for their dramatic contrasts of landscapes that make you step into another planet,” Alder said, citing examples such as the Kalahari Desert in Namibia and the Atacama Desert in South America.
As Asia continues to attract luxury travelers as demand for immersive and experiential travel has increased, bookings have skyrocketed significantly across its region, spanning both North and Southeast Asia,” he added.
High-end travelers are looking for immersive activities like hands-on cooking classes. (Source: Villa of distinction)
Reservation pattern
Regarding booking patterns, Hedrick said, “It’s a mix, with some clients booking in advance, while others have very close reservations within 60 days.”
Those who book well in advance include clients who plan “planning highly popular experiences like Safaris and Cruises, and having limited availability and ensuring the best accommodation and itinerary is essential.” “Planning ahead often offers better pricing options and allows clients to travel on their priority dates and seasons.”
“On the flip side, some clients are driven by a desire to monitor global events, travel restrictions and personal schedules more closely. Last-minute deals and flexible cancellation policies have made it more appealing for some clients to make voluntary travel decisions.”
For Hen, many of his clients continue to get closer. “We have worked so hard to change that way of thinking.
Off-peak travel benefits
“Off-peak travel often means fewer crowds and allows for more intimate and exclusive experiences at popular landmarks and attractions,” Hedrick said. “Urban travelers appreciate the value they see in offseason pricing.
“Some clients prefer milder off-season weather, especially in areas like southern Europe, for activities such as walking tours, hiking and attending cultural festivals,” he added. “This offseason approach coincides with the modern luxury traveler’s desire for unique and immersive adventures.”
Continuous growth
Ultimately, advisors are optimistic about the continued growth of the luxury segment. “As global travel continues to rebound, there is a hope of a significant rise in luxury bookings, especially for those who have postponed their adventures over the past few years,” Hedrick said.
“The demand for personalized, bespoke travel experiences continues to grow. Our clients are looking for unique travel that truly resonates with their personal interests and passions.”
“The US travel outlook remains uncertain,” Alder said, but he was “optimistic that demand will continue on a trajectory driven by the resilience of the luxury travel market and its evolving opportunities.”
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