Luxury hospitality is at an inflection point. What once revolved around material comfort is now defined by conscience, culture, and connection. The affluent travel market, worth $219 billion in 2024 and growing faster than any other luxury segment, is evolving rapidly, and the implications for hotels, branded residences, and destinations are profound.

From comfort to conscience

Affluent travelers are no longer satisfied with passive indulgence. Nearly 40% are willing to pay 30–50% more for sustainable features. This isn’t a fringe demand, but a mainstream expectation that positions sustainability as a new marker of status. Younger generations, in particular, are placing regenerative impact and transparency at the heart of what makes an experience “luxurious.”

Generational shifts in wealth

A massive $84 trillion intergenerational wealth transfer is underway in the U.S. alone, shifting influence from Baby Boomers to Gen X, Millennials, and Gen Z. These cohorts are digitally fluent, globally mobile, and less interested in ownership than in experiences that feel purposeful and personal. For them, travel is not a break from life, but an extension of identity.

New wealth geographies

While the U.S. and China remain anchors of affluence, new centers of gravity are emerging. India’s affluent class is expected to grow from 60 million to 100 million by 2027, while Gulf nations are forecast to see a 150% rise in centi-millionaires by 2028. Cities such as Bengaluru, Riyadh, and Kuala Lumpur are increasingly aligned with surging hotel demand, creating fertile ground for hospitality development.

Experiences over possessions

Curiosity, joy, and awe top the priorities of today’s affluent travelers, with 77% seeking exploration and 65% prioritizing happiness in their trips. For Millennials and Gen Z, this translates into cultural immersion, artisanal workshops, and once-niche adventures such as expedition cruises or even space tourism. The message is clear: luxury is no longer about escape, but about engagement.

A market in motion

High-end tourism is already valued at $1.38 trillion, and its growth shows no signs of slowing. Yet this growth is not evenly distributed; it is concentrated in the hands of new generations, new regions, and new expectations. For developers, operators, and brands, the challenge, and opportunity, lies in anticipating these shifts and designing with intentionality.

The Affluent Travel Trends 2025 report unpacks these themes in greater depth, providing the data and insights hospitality leaders need to navigate this moment of transformation.