A recent report, Unlocking Ultra Luxury Travel in 2025, reveals that ultra-luxury travelers are increasingly prioritizing personalized and wellness-focused experiences, with many willing to spend significantly more on unique, once-in-a-lifetime journeys. Based on a survey of over 500 high-net-worth U.S. travelers who spend more than $25,000 per vacation, the findings highlight a shift toward more meaningful and bespoke travel. Nearly half of these travelers say they are willing to spend even more in the future to access meaningful and authentic travel experiences. Wellness is a key priority, with the majority planning trips to reduce stress and anxiety, unplug from daily routines, and engage in nature-based or spa retreats. Slow travel, which allows deeper immersion into destinations, is also gaining popularity.
According to the report, luxury travelers view access to people, places, and culture as more valuable than exclusive accommodations. 96% consider travel advisors essential for planning personalized experiences, and nearly 9 in 10 believe working with a professional is the only way to ensure a true luxury journey. Payment experience also plays a vital role, with travelers valuing seamless, secure, and convenient transactions.