Travel advisors are redefining what is luxury in travel, and identifying new trends which indicate that it is not about opulence or first-class flights and five-star hotels, but rather the personalization of the experience that matters. These findings have been revealed by Travel Experts, the premier host agency with more than 600 independent advisors who focus on the luxury market.
“Luxury used to be defined by products, brand names and price point, but since the Covid-19 pandemic a broader meaning has arisen with a shift to personalization of trips with unique experiences and more authentic vacations with high quality and exceptional service,” said Sharon Fake, executive director of Travel Experts. Fake added: “The luxury travel market also appears to be more resilient than other segments and has bounced back more quickly in recent years.”
Here is what some of the advisors had to say about the trend in luxury travel:
April DeMuth Watson, April Adventures Travel, Jacksonville, FL, said: “Luxury travel today is more expansive and more personal. Travelers are increasingly seeking meaningful experiences that align with their values, wellness retreats that rejuvenate, journeys that connect them to the land and local culture, or ventures into the remote corners of the world like the Arctic or Patagonia.” She added: “There’s been a clear shift away from highlighting just price points or prestige. Today’s marketing is more about how the experience will make you feel, what memories you’ll carry, and the transformation you’ll undergo.”
Alexis Sherry, AS Travel Pro, Livingston, NJ, said: “Today, luxury travel is about curated experiences designed around each of my clients’ individual passions and preferences. True luxury means having time to relax, space to connect, and the confidence that every detail, from arrival to farewell, has been flawlessly arranged.” Sherry added: “Luxury used to be lavishness and exclusivity with the biggest suite and fanciest restaurant. Now, many travelers want authentic, private and restorative, and the luxury brands have shifted from simply showcasing luxury to telling a story about connection and purpose. They highlight immersive cultural encounters, unique local partnerships and flexible, personalized itineraries.”
Denise Burcksen, Luxury Travel Adventures, Gaithersburg, MD, said: “Luxury is a criminally over-used word in the travel business. It means many things to different people, but I would say the defining characteristics include exclusivity, personalization, timelessness, craftsmanship, experiential and aesthetic.” Burcksen added: “It’s no longer about high-count threaded sheets and hotel stars. Luxury in travel now transcends material opulence. Clients want exclusive experiences and are willing to pay for them. It’s not just having a private guide to show you the Vatican, it’s the early-morning rare Key Masters tour that lets you open the doors to the Sistine Chapel and be the first one in.”
Peggy Purtell, Purtell Travel, Milwaukee, WI said: “For my clients, luxury isn’t about excess, it’s about meaning. It’s time shared with family or friends, discovering off-the-beaten-path places, experiencing private destinations, and being fully present in the moment.” She added: “Since the pandemic, we’ve seen a significant shift in mindset. Clients are no longer waiting to pursue their bucket-list adventures. They want to live fully, experience deeply and make memories now. There’s a growing sense that life is too short to wait.” Purtell added, “Suppliers are redefining luxury with creative, exclusive experiences that go far beyond the ordinary, offering access that most travelers can only dream of. Imagine lunch with a countess in Portugal, a private opening of the Sistine Chapel, dinner on the roof of the Ponte Vecchio, or landing by helicopter on a boat in Milford Sound for a freshly prepared lobster lunch. These aren’t just trips, they’re stories clients will tell for the rest of their lives.”
Geisel Power, Geisel Power Travel, Marietta, GA, said: “To me, luxury travel means access to unique, meaningful experiences, at the time you want them, and at the pace that suits you best. It’s about personalization, freedom, and being truly present.” She said: “It has shifted toward immersive experiences, personalization, and authenticity. It’s less about what you have and more about how it makes you feel. The pendulum is swinging toward slower travel, fewer stops, smaller groups, more privacy, and longer stays. ‘Less but better’ is becoming the new benchmark for luxury.”
Becky Lukovic, Bella Travel Planning, Atlanta, GA said: “Luxury travel evokes a feeling of ‘I’m worth it.’ It’s not always about the price tag, or the big spend, but rather, it’s a mindset of wanting the best possible experience for the vacation.” She said: “In the past, luxury travelers were considered to be disconnected and uninterested in culture, nature, and connection. These days, luxury travel can be deeply connected and invested in the areas travelers encounter.” Lukovic noted: “I’ve seen a change in promoting destinations from a strict consumerism point of view; destinations as a commodity. There’s been a shift from trying to change a destination to be more Americanized to embracing the differences of the culture.” She added: “Honestly, I think we need more words under the luxury umbrella. There are so many levels of luxury based on unique experiences such as hiking the Incan trail and not properly showering for a few days, or dressing in sequins for dinner, or walking by lantern light for a cooking class with a fire raging in the corner.”
Linda de Sosa, Bucketlist Travel Consulting, Houston, TX, said: “A good luxury advisor will inspect hotels and islands and ships for their clients and work with partners to create unique experiences which are what luxury really is; like doing a client’s family tree and hiring a translator to track down ancestral villages, or visiting the locations explored in a book the client read. To me, true luxury is the creation of unique memories.”
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