What Do Luxury Travelers Want?

What do luxury travelers want?

Based on the 2025 Virtuoso study of 1,274 global travelers, luxury travelers have specific desires for their trips.

Personal attention stands as the top priority. Travelers expect their luxury travel concierge to understand their exact preferences. This includes getting the right hotel rooms and securing spots at popular restaurants.

Unique experiences rank second in importance. Luxury travelers prefer locations away from regular tourist areas. They want to learn about local traditions and try new activities that regular tourists don't experience.

Wellness makes up another key part of luxury travel. Many travelers pick hotels with good spas, yoga classes, and healthy food options. Nature experiences like private hikes or beach meditation sessions add value to their trips.

Private spaces matter greatly. The study shows luxury travelers avoid crowded tourist spots. Instead, they choose private villas, exclusive resorts, or remote destinations where they can relax without crowds.

Money becomes less important when the experience provides value. The study found that 56% of luxury travelers will pay more for unique experiences.

However, they expect high-quality service that matches their spending.

These preferences show us that luxury travel focuses on personal care, unique moments, and private spaces.

Luxury travelers want experiences they cannot find anywhere else, with service that makes them feel special.