Luxury travellers are speaking up, and they’re tired of soulless stays. That’s the headline from the newly released 2025 Luxury Travel Report by Preferred Hotels & Resorts, developed in partnership with The Harris Poll – a U.S.-based public opinion and market research company.
The in-depth survey polled over 500 high-net-worth U.S. travellers with household incomes above $250,000 and annual leisure travel spend over $10,000. The findings reveal a striking shift in traveller behaviour and priorities, signalling a growing desire for emotional depth, cultural immersion, and personalised itineraries over traditional, cookie-cutter luxury.
At the heart of the findings is what Preferred calls the ‘beige-ification’ of travel, the growing sameness in hotel design, service, and experience. Nearly 70 per cent of respondents say modern luxury hotels have become too standardised, and three-quarters would not pay for accommodation that feels generic.
Instead, travellers crave uniqueness: places that surprise them and create lasting memories.
The 2025 Luxury Travel Report identifies five emerging forces reshaping the luxury travel landscape:
The Beige-ification of Travel: A wake-up call for the industry, as travellers reject sameness and seek individuality.
Legacy Moments: Travellers are increasingly seeking transformative experiences that feel authentic and personal.
Curation as Standard: Over 90 per cent of respondents say great travel feels effortless, but is actually highly curated behind the scenes.
Heritage is the New Frontier: Guests want to be part of history, not just observe it. Over 90 per cent value cultural and historical depth.
Loyalty as Lifeline: More than 80 per cent say loyalty programmes are essential for ensuring consistent quality and personalised experiences.
While the report doesn’t focus on individual properties, Preferred Hotels & Resorts continues to expand its portfolio with stays that align with these values. Standout examples include Dromoland Castle in Ireland, which blends historic grandeur with warm hospitality, and Le Logis in France, an enchanting, centuries-old estate nestled amidst rolling vineyards in the Cognac region.
Montage Palmetto Bluff in the U.S. nestled along the May River, it boasts pristine landscapes, towering oak trees, and abundant wildlife, integrating luxury and conservation. It also provides expansive, family-friendly spaces, perfect for the 71 per cent of respondents planning multi-generational trips this year.
The research also found that luxury travel spend is only increasing. On average, respondents plan eight leisure trips in 2025, including three international journeys, with over half expecting to spend more on travel this year than in 2024. For nearly two-thirds, total annual travel spending will exceed $25,000.
Another key takeaway: technology alone isn’t enough. While many travellers use AI for trip planning now, 64 per cent still prefer advice from locals over digital guides, and 84 per cent say a trusted travel advisor is more valuable than endless online research.
‘Luxury travellers today are not just investing money into their journeys, they’re investing meaning,’ said Lindsey Ueberroth, CEO of Preferred Hotels & Resorts. ‘This report affirms that the future of luxury lies in authenticity, individuality, and experiences that leave a lasting impression.’
To explore the full 2025 Luxury Travel Report, visit PreferredHotels.com/TheLuxuryTravelReport.
