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Luxury activities continue to expand from nearby spas to culinary adventures that require some forethought. At the pinnacle of “Maslow’s Pyramid” for the astute consumer, travel and live events take precedence over food, water, and shelter. In an effort to delve deeper, I consulted experts at The Moorings, Abercrombie & Kent, and Mindtrip for insights.
Michelle Denogean, author and CMO at Mindtrip, a prominent AI travel brand, stated, “Luxury travelers have specific preferences and expectations when organizing their trips. The capacity to create bespoke itineraries catered to these requirements is crucial. For those exploring on their own, AI travel technologies will be vital in 2025 and afterward, aiding them in maneuvering through the overwhelming abundance of information to unearth the distinctive, curated adventures they seek.”
Travelers are progressively attracted to places that present both novelty and better accessibility. Northern Morocco and Southern India serve as prime examples of this trend. New luxury accommodations, including boutique riads in Marrakech and environmentally-conscious resorts in Kerala, cater to discerning travelers in search of unique stays. Improved connectivity—such as direct flights from Newark to Marrakech and Entebbe to London—renders these locations more accessible than ever, promoting exploration. Likewise, areas like the Amazon Rainforest and Northern Europe are gaining popularity as travelers aim to escape overcrowded hotspots. These lesser-visited regions provide a sense of discovery while showcasing pristine natural beauty and cultural authenticity.
The yearning for meaningful connections to a destination drives interest in cultural and culinary engagement. Travelers are no longer satisfied with superficial experiences—they aspire to deeply explore the heritage and gastronomy of the places they visit. In Vietnam, this trend is evident in the rise of Michelin-starred dining that showcases local flavors. In Tuscany, tourists are attracted to wine-making traditions and truffle festivals celebrating the region’s bounty. Abercrombie & Kent meets this demand by designing itineraries that feature exclusive, unique experiences. For instance, guests have the opportunity to meet members of the Cochin Royal Family in Southern India, gaining insights into their history and culture, or wander the blue-washed streets of Chefchaouen in Morocco, a photographer’s paradise rich with Berber traditions.
According to Stefanie Schmudde, SVP Global Product Strategy at Abercrombie & Kent, “Travelers today desire authentic, immersive experiences that connect them with the rich cultural and culinary narratives of a destination. We design journeys that extend beyond mere sightseeing—allowing guests to engage with local artisans, explore hidden treasures, and genuinely interact with the essence of a place.”
A rising focus on sustainability is influencing travel choices, with eco-conscious travelers leaning toward itineraries that intertwine adventure with conservation. Gorilla trekking in Uganda offers a unique chance to witness endangered mountain gorillas while supporting preservation initiatives of the Uganda Wildlife Authority. Similarly, polar bear observation in the Arctic highlights the significance of safeguarding delicate ecosystems impacted by climate change. Abercrombie & Kent leads this trend, embedding conservation efforts into its trips to guarantee that tourism benefits local communities and conserves biodiversity for future generations.
Ms. Schmudde elaborated, “Abercrombie & Kent’s dedication to conservation is profound, rooted in the vision of our founder Geoffrey Kent, who facilitated the creation of Uganda’s first luxury lodge to safeguard endangered mountain gorillas. This legacy endures today, providing guests the opportunity to witness these magnificent creatures in their natural habitat while directly aiding their preservation through sustainable tourism.”
Cooler climate locations are becoming more appealing as travelers seek alternatives to typical summer beach vacations. Areas such as Northern Europe and the Arctic enthrall with breathtaking landscapes, lively wildlife, and outdoor escapades. Fjord cruises, hiking in the Nordic countryside, and Arctic adventures present unforgettable ways to embrace nature’s raw beauty. This shift also mirrors a growing interest in seasonal travel that coincides with natural events, such as the midnight sun or the Northern Lights, adding an extraordinary dimension to the vacation experience.
experience.
As stated by Ann Epting, Senior Vice President of Private Jet & Special Interest Travel at Abercrombie & Kent, “Travelers are pursuing seamless, time-saving, and tailored experiences, making private jet travel more enticing. It provides a degree of comfort and accessibility that’s unmatched, enabling guests to discover the world’s most secluded and remarkable locations in a manner that suits their schedules and preferences.”
Defined by Conde Nast Traveler, Leisurely Travel is “a purposeful shift towards more conscious, environmentally sustainable, and less purely convenient ways of moving around. Leisurely Travel involves tempering our inherent, conditioned fixation with time and permitting the world to unfold at a slightly slower pace, allowing us to truly appreciate it.” This may be a distinctly American dilemma – even our holidays feel hurried, and we often feel pressured to maximize every second. However, there appears to be a growing intentionality to slow down and genuinely disconnect more than ever before.
In line with the concept of leisurely travel, I had the chance to converse with Björn Bender, President & CEO of Rail Europe at the Phocuswright Conference, where he remarked, “In today’s travel environment, technology is transforming how we experience the world. At Rail Europe, we act as a comprehensive resource for train travel, granting access to over 200 train operators throughout Europe. This enables travelers to easily plan and book their trips from A to B and further. We acknowledge that contemporary travelers desire not just convenience but also significant experiences. We empower individuals to concentrate on what truly matters—relishing their journeys, creating memories, all while engaging with the distinctive cultures and landscapes of Europe.”
“Blue Mind” is a phrase introduced by marine biologist Wallace J. Nichols, which refers to the beneficial impacts that being near or on water has on human wellness and mental health. In his book Blue Mind: The surprising science that shows how being near, in, on, or under water can make you happier, healthier, more connected, and better at what you do, Nichols elaborates on how merely being close to bodies of water can exert a positive physiological effect on individuals nearly universally, allowing one to achieve a near-meditative state.
“In many respects, the broader world is uncovering what our guests have recognized for years—that a yachting holiday is the perfect method to unwind and genuinely seize the moment,” noted Ian Pedersen, Senior Marketing Manager for The Moorings, a leading global yacht charter company that offers small groups an opportunity to savor life on the water.
Pedersen added, “This isn’t a cruise; this is a private yacht exclusively for you and your close family or friends, creating an authentically immersive and adaptable atmosphere which enables our guests to experience much more of their selected destination than they would with a more conventional vacation.”
Significant Gatherings represent a newer trend, characterized by individuals traveling together in intimate, private groups, whether with extended family, multigenerational clans, or friends. This trend emphasizes connection and spending quality moments with loved ones in a meaningful manner that extends beyond just your immediate household.
“When you examine how brands promote travel, the most prevalent imagery still showcases individuals alone or secluded, often outdoors and typically on a beach. That’s no longer necessarily the ‘dream vacation.’ After the solitude of the pandemic, togetherness holds greater significance for people than ever before, and that undoubtedly extends into travel,” stated Sammy Malave Jr., Creative Insights Lead at Getty Images. “While ‘escaping from it all’ has always been a goal of travel, we’re witnessing the rise of a ‘new escapism’ centered on experiences that foster community and social enrichment; brands that embrace this need are likely to forge more genuine connections with today’s travelers.”
With the experience economy, there is no requirement to be a multi-millionaire to purchase a yacht for experiencing life on the water. The yacht charter sector, led by companies such as The Moorings, provides small groups a chance to embrace life on the water.
We frequently discuss “luxury” and what it entails. In this context, luxury signifies the absence of hustle and clamor. It represents the full disconnect we aspire to discover. It embodies the ability to enjoy without ownership. It’s the sensation of having found more “time and space,” which is a precious commodity for discerning, affluent consumers.
I examined online information from Grand View Research indicating the luxury market is anticipated to grow by a CAGR – compound annual growth rate of 7.9% each year. Considering a market size exceeding $1.4 Trillion, that robust CAGR will attract interest and likely new investment.
According to Mike Landry, a Tumi executive, “Thanksgiving 2024 observed a record-breaking daily TSA screening figure. High-end cruise lines report unmatched advance reservations. Marriott recently revealed 260 luxury properties in its developmental pipeline, around a 50% increase from its current portfolio. Every metric, including the significant interest Tumi has noticed from their premium collection, indicates to us that upscale travel is making a comeback.”
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