Recent data from Chase Travel and Valerie Wilson Travel (VWT) reveal that affluent travelers are increasingly motivated by immersive experiences, wellness activities, and special occasions when planning trips. Shopping remains central to luxury travel, with travelers seeking exclusive goods in locations renowned for their craftsmanship. French wines, Japanese vintage items, Swiss watches, Italian leather, and Moroccan spices top the list of coveted purchases. According to the survey, 45% of travelers are willing to travel to France solely to purchase wine. However, the value lies not just in the goods but in the act of selecting them at their origin.
Wellness tourism is also on the rise, with 66% of respondents prioritizing mindfulness-based trips that allow them to unplug. Travel Advisor Sue Shiffman noted, "Travelers are increasingly asking to book excursions like walking trips and visits to medical spas in different parts of the world," emphasizing a shift toward restful travel. Regional treatments such as sauna therapy in Scandinavia and body scrubs in South Korea are in high demand. Meanwhile, 80% of respondents now travel to mark significant milestones, including anniversaries and personal achievements. As Shiffman explains, “Luxury travel is evolving to encompass not just visiting specific destinations, but partaking in bespoke, immersive experiences that will foster memories (and maybe a few high-end keepsakes) that travelers can cherish for years to come.”