Preferred Hotels & Resorts, the world’s largest independent hotel brand with over 600 member hotels in 80 countries, has released its first-ever “Luxury Travel Report.” Developed in collaboration with research firm Harris Poll, the report highlights the latest trends in the global luxury travel market. According to the findings, affluent travelers remain highly motivated to travel, planning an average of eight leisure trips this year—three of which are international. More than half also intend to increase their travel budgets compared to the previous year.
（Source：Preferred Hotels & Resorts）
The survey was conducted from February to March 2025, targeting over 500 affluent travelers in the United States with an annual income of at least $250,000, net assets of at least $1 million, and annual leisure travel spending of at least $10,000. The results reveal that modern affluent travelers value not only financial wealth but also meaningful experiences, authenticity, and emotional connections during their journeys. They are no longer satisfied with mass-produced, standardized travel, instead seeking unforgettable and unique experiences.
（Source：Preferred Hotels & Resorts）
The report outlines “Five New Trends in Luxury Travel,” offering a glimpse into the future of the sector. One key trend is the phenomenon of “Beige-ification,” which warns against the growing homogenization of design and service in luxury hotels. About 70% of respondents feel that modern luxury hotels are losing their appeal due to standardization, and 75% say they are unwilling to pay for formulaic stays.
（Source：Preferred Hotels & Resorts）
The concept of the “Legacy Moment” emphasizes the growing value placed on life-changing experiences over material wealth. More than 80% of affluent travelers believe that insider networks are key to creating unforgettable travel moments, while 64% place greater trust in advice from locals than from AI. “Curation” is another important factor—over 90% of respondents believe the best travel experiences feel effortless and are meticulously crafted, and 89% expect accommodations to reflect local charm. Additionally, 84% say that trusted travel advisors are more valuable than endless online searches.
The “Heritage” trend reflects a rising desire to not just observe history and culture but to fully immerse in it. Over 90% seek experiences that allow them to engage deeply with history and culture, and 71% are planning multigenerational trips, highlighting the growing demand for accommodations that strengthen family bonds and explore heritage. The importance of loyalty programs is also increasing, with 82% considering them essential for guaranteeing hotel quality and about two-thirds stating that a satisfying stay encourages repeat visits.
Preferred Hotels & Resorts CEO Lindsey Ueberroth commented that the report provides valuable insights into the evolving values of luxury travelers and aims to raise awareness of the one-of-a-kind experiences and local charm offered by independent hotels around the world. Under its brand promise “Believe in Travel,” the company is committed to delivering authentic, life-changing journeys rooted in independent spirit.