The global travel sector has not just recovered since the pandemic; it has evolved. Affluent travellers are redefining what “luxury” means, moving away from material indulgence and toward experiences that feel purposeful, memorable and deeply personal.

This is not a short-term post-pandemic reaction. It is a long-term behavioural shift that is reshaping how travel brands position, package and deliver their experiences. Today’s affluent traveller is better informed, more intentional and more discerning than ever.

YouGov research shows that more than one in three people say travel has become more important to them since the pandemic, and almost three in four plan to take a leisure trip in the next 12 months (YouGov, Global Travel Profiles, 2023). The appetite is especially strong among younger affluent travellers.

As Fiona Wylie, Founder and CEO of Brand Champions, explains:  “Luxury travel is no longer about exclusivity for its own sake. It is about designing experiences that feel meaningful, personal and highly intentional.”

What Affluent Travellers Want in 2025

Travel remains a top priority

The desire to travel is at its strongest among affluent audiences — particularly younger affluents who represent the next generation of luxury travellers. Many plan not only more trips but more ambitious ones, prioritising connection, cultural depth and unforgettable moments.

Nearly three in four global consumers plan to travel for leisure this year, and more than one-quarter plan three or more trips. Travel is now viewed as both a personal priority and a contributor to overall well-being.

Wellness and restoration are accelerating

Interest in wellness-led travel continues to grow. Affluent travellers are seeking experiences that restore mind and body, from nature retreats to purpose-led journeys that help them reset and reconnect.

Meaningful and transformative experiences matter more

Travellers want enrichment. They are drawn to authenticity, cultural connection and experiences that contribute to personal growth. This mirrors global sustainability trends, with Booking.com reporting that 76% of travellers want to travel more sustainably.

Personalisation is expected, not optional

Affluent travellers may enjoy researching and planning, but they increasingly value curated expertise, privileged access, and itineraries tailored to their interests.

As Fiona notes: “Affluent travellers expect brands to understand their motivations before they articulate them. Personalisation is not an add-on… it is the luxury experience.”

Who Today’s Affluent Travellers Are

Today’s affluent travellers are confident planners who engage deeply in researching destinations yet remain open to curated support, especially for off-the-beaten-track experiences or unique cultural immersion.

Key characteristics:

●      57% male, 43% female

●      Nearly 70% aged over 35 (45% aged 45+)

●      Highly educated (65% are graduates)

●      8 in 10 are working professionals, most in full-time roles

They value reassurance, seamless logistics, and the feeling of being understood.

Where Luxury Travellers Are Willing to Spend More

Affluent travellers, particularly those aged 18–34, are prepared to invest more in experiences that offer uniqueness, depth, and convenience. This includes:

●      Remote or nature-based experiences

●      Tailored cultural tours

●      Eco-friendly or sustainable stays

●      Speciality or expedition cruises

●      High-end dining experiences

●      Premium flight or travel options

Younger travellers also place strong importance on safety, cultural immersion, and access to exclusive experiences few others can obtain.

What This Means for Travel Marketers

To engage affluent travellers meaningfully, travel brands should focus on:

●      Showcasing off-the-beaten-track experiences that feel rare and personalised

●      Bringing personalisation to life through examples, stories and tailored elements

●      Providing reassurance, emphasising the strength and reliability of the brand

●      Making their journey effortless, through packaged, seamless itineraries

●      Highlighting environmental considerations where relevant

Affluent travellers value brands that respect their time, anticipate their needs and curate experiences designed with intention.

If you would like to find out how Brand Champions can help you maximise your audience insights, get in touch at hello@thebrandchampions.com.