‘Beige-ification’ has been highlighted as the luxury travel segment’s biggest threat in a new report which also revealed that the desire for high-end getaways remains “robust”
The Preferred Hotels and Resorts’ inaugural Luxury Travel Report, a collaboration with The Harris Poll, was launched this week at the luxury hotel network’s Global Conference in Singapore. It provides an in-depth look into the evolving expectations of high-end travellers in 2025, revealing a strong appetite for meaningful, curated, and immersive experiences.
Luxury travellers are planning an average of eight leisure trips this year, including three international holidays, and more than half are expecting to spend more on travel this year than in 2024.
“The Luxury Travel Report by Preferred Hotels & Resorts deepens our understanding of the ever-evolving desires of luxury travelers, which is a critical step in reinforcing authenticity and spotlighting the unique, curated experiences that can be found throughout our global portfolio,” Chief Executive Officer of Preferred Hotels & Resorts Lindsey Ueberroth said.
“We are guided by an ethos that celebrates an independent spirit, transformative experiences, and we remain committed to delivering authentic, memorable stays through our ‘Believe in Travel’ ideology. Through the Report, we hope to inspire meaningful experiences that resonate with the luxury travel set.”
At the heart of the report is a shift in luxury travellers’ values, who are now “investing not just money but meaning” into their journeys.
As a result, there is a growing aversion to “sameness”. The report revealed that almost 70% of travellers believe that modern hotels have “lost their soul”, with close to three quarters of respondents saying they would refuse to pay for luxury accommodation that feels generic.
The power of emotional connection was also highlighted by the report, which identified “legacy moments” as the new luxury currency. “Luxury is less about accumulation – it’s about transformation,” it said. More than 80% of travellers believe that insider connections unlock the most unforgettable travel moments, with 64% preferring local insights over AI-generated suggestions.A third trend around curation refers to the rising demand for personalisation. According to the study, more than 90% agreed that the best trips “feel effortless yet are expertly crafted” while 84% said: “A trusted travel advisor is more valuable than unlimited internet research.”
Travellers’ growing desire to be immersed in history also emerged as a key dynamic.. More than 90% are seeking experiences “that immerse them in history and culture,” and 71% are planning multi-generational trips to reconnect with family roots.
The last trend focused on loyalty, underscoring the importance of personal service. “Today’s loyalty isn’t transactional — it’s deeply personal,” it said. Loyalty programs were identified as key to hotel quality by 82% while nearly two-thirds basing future bookings on past experiences.
