What luxury travellers want?

They're looking for value: Even though luxury travelers are willing to spend money on their trips, they still want value for their money. This means finding the perfect balance between offering unique experiences and providing excellent service at a fair price.



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Focus on offering a unique experience Luxury travellers are after unique, memorable experiences. Among the most affluent 1% of American travellers, more than two thirds (69%) say that they regularly take part in “once-in-a-lifetime” activities while on holiday.

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Travelers want authentic experiences that give them a taste of local culture and let them explore hidden gems that friends back home don't know about.

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Travelers want authentic experiences that give them a taste of local culture and let them explore hidden gems that friends back home don't know about.

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7 Ways to Travel Like a Millionaire -- on a Budget
  1. Skip the Hotel.
  2. Book a Private Plane (or Yacht)
  3. Visit in the Off-Season.
  4. Plan Ahead When Dining Out.
  5. Visit Countries Where a Dollar Is Worth More.
  6. Use a Travel Rewards Credit Card.
  7. Leverage Your Loyalty and Manners to Ask for Upgrades.
  8. Read: 5 Ways to Think Like a Millionaire.


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Lifestyle trends that today's guests want include an authentic local environment, food and cooking, wellness, and health. For the affluent guest who loves yoga, for example, a themed hotel might offer aromatherapy yoga rooms, week-long yoga retreats, a meditation room onsite, and a restaurant with healthy foods.

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In this book, a “visiting friends and relatives (VFR) traveler” is defined as a person who currently resides in a higher-income country who returns to their former home (in a lower-income country) for the purpose of visiting friends and/or relatives.

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The majority prefer environmentally friendly transportation and accommodation. More than 80% of American Gen Z travellers look for unique experiences when booking a vacation. They long for high-end experiences that they were able to get when travelling with their parents.

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Gen Z in Hospitality: Adapting to the Next Generation of Travellers. Generation Z or Gen Z, refers to the group of people who were born between the late 1990s and early 2010s. A diverse demographic who grew up in a rapidly changing world, shaped by technology, social media, and a growing awareness of social issues.

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