This article originally appeared in the October issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
In the ever-evolving landscape of luxury travel, one thing is for sure: Affluent clients want more than just white-glove service.
“Gone are the days of dinner jackets and stiff formalities,” said Lesley Keyter, CEO and founder of The Travel Lady Agency in Calgary, Alberta, a member of Ensemble. “Today’s travelers look for subtle luxury — comfort and pampering. They look for unique and enriching experiences.”
That observation is echoed by many across the industry.
Ragan Stone, senior vice president of In the Know Experiences, which is part of New York City-based Global Travel Collection, calls the definition of luxury “a moving target.”
“More than ever, we are seeing that travelers are drawn to brands with a clear ethos,” she said. “They really want to feel that their trip reflects a specific place — and purpose.”
And today’s travelers are bypassing brand-name hotel stays in favor of experiences that “carry a deeper meaning,” says Andrea Norfolk, president of Shoreline Destinations in Maryland.
“Rather than settling for massproduced itineraries centered around lavish accommodations, [clients are] seeking authenticity, intimacy and connection,” she said.
More Age Groups are Buying Big
The demographics of the luxury travel segment are also diversifying, according to multiple observers.
“We are now seeing more under-60 travelers who have the income to spend on travel,” said The Travel Lady Agency’s Keyter. “Affluent travelers today are younger.”
Eva Damato, senior director of luxury lifestyle marketing for Travel Leaders Network (TLN), agrees.
“While baby boomers still make up a large portion of luxury travel bookings due to both time and income, there has been a noticeable surge among Gen X and affluent millennials,” she said, adding that these folks are often likely to seek help from a travel advisor.
“They are the generation that has been matching their 401(k) and working with a financial advisor since [they were] out of college, so they can easily understand the importance of having an advisor book and maximize their travel,” she said.
Where Luxury-Seekers Go
Travelers are finding upscale experiences in a variety of destinations and travel types. TLN’s Damato says demand for Europe — especially Italy, France and Greece — remains strong, with interest in Croatia, Japan, the Maldives and the South Pacific rising quickly.
“Private villas, expedition cruises and experiential FIT tours remain in high demand, but what’s exciting is the momentum we’re building around yachts,” she said.
Norfolk of Shoreline Destinations praises the expansion of luxury properties into emerging destinations.
“Many of the most sought-after luxury resorts are often found in remote and untouched areas where exclusivity and authenticity meet,” she said. “These properties are intentionally designed to blend seamlessly into their natural surroundings and are setting a new standard for luxury that prioritizes sustainability, thoughtful design and experiences.”
Another place that’s seeing a strong demand? The front of the airplane, says Stone of In the Know Experiences.
“Premium air, especially business and firstclass, has really surged in demand,” she said. “And ease of access via air has become key to decision-making for many clients.”
Going All Out vs. Mixing Price Levels
While some travelers may splurge on only a few aspects of their trip, others look for a consistently high-end experience. Stone is among the advisors who see more of the latter in their bookings.
“For our clients, every component of the trip — hotel room, private driver, local guide or restaurant recommendation — should reflect the same standard,” she said.
Other agents point to a growing mix-and-match mentality. Norfolk, for example, reports that some clients prioritize their preferences and spend accordingly.
“Today’s clients are clear and intentional about where they want to invest, and it’s not always in five-star accommodations,” she said. “Many times, they’ll opt for a high-quality, well-rated resort, and then devote a larger portion of their budget to personalized, immersive experiences.”
Personalization and the Travel Advisor Advantage
If there’s one constant among luxury travelers today, it’s the need for personalization, according to multiple sources. Christina Ricci, a member of TLN’s Luxury Leaders Alliance, notes that clients often arrive with a clear vision — and it’s her job to refine it.
“Luxury travelers, especially ultra-high- net-worth clients, typically know the level of quality and experience they expect,” she said. “However, they may not be aware of the newest properties, exclusive offerings or insider access I can provide. That’s where my consulting becomes truly personalized.”
Ricci’s recent bookings illustrate her point: She built an itinerary around a 50th birthday that included private whiskey tastings at Giant’s Causeway in Northern Ireland, exclusive golf experiences and access to Adare Manor’s secret wine cellar; for another couple, she reimagined a Caribbean trip by swapping a standard private transfer for a private jet.
“Anyone can book a five-star hotel,” Ricci said. “True luxury lies in the personal touches, the unexpected delights and the moments that become lasting memories.”
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