Preferred Hotels & Resorts has released its first Luxury Travel Report, a consumer trends study conducted in partnership with The Harris Poll. The findings show that demand for travel remains steady, with luxury travellers planning an average of eight leisure trips in 2025, including three international journeys. More than half of respondents expect to spend more on travel than in 2024.

The report indicates that affluent travellers are placing importance not only on cost but also on meaning. These travellers are seeking curated experiences that feel personal and enduring, and are actively avoiding standardised options in favour of those rooted in authenticity and emotional engagement.

The study reveals a shift away from uniformity in hotel design, service, and experience, with nearly 70% of respondents stating that luxury hotels have become too standardised. This trend has contributed to what the report calls “destination disillusionment,” where many destinations and hotel stays feel interchangeable. Almost 75% of respondents said they would not pay for luxury accommodation that feels generic.

Travel for affluent consumers is increasingly focused on rare and meaningful experiences rather than material accumulation. Over four in five respondents said that access to insider knowledge leads to the most memorable travel moments – 64% prefer guidance from local residents over recommendations from AI or digital sources.

Curation has become a key measure of quality in travel. Over 90% of respondents said the best trips feel seamless but are carefully arranged, and 89% expressed a desire to see local character reflected in hotels. Trusted travel advisors were valued more than online research by 84% of respondents.

There is also growing interest in history-based travel. Over 90% of those surveyed said they seek experiences that immerse them in cultural and historical contexts, with many preferring heritage-rich accommodation. The demand for larger spaces is also increasing, as 71% are planning multi-generational trips in 2025.

Loyalty programmes are gaining new relevance as travellers look for consistency and tailored service. For 82% of respondents, loyalty programmes are important in ensuring hotel quality, and nearly two-thirds said a good previous stay was the main reason for repeat bookings. Loyalty today is based less on transactions and more on customisation, human interaction, and reliable service.

Lindsey Ueberroth, CEO of Preferred Hotels & Resorts, said the report enhances understanding of traveller expectations and reinforces the group’s commitment to offering curated stays across its global portfolio. She added that Preferred Hotels & Resorts remains focused on enabling meaningful travel through its Believe in Travel approach.

The report was conducted by The Harris Poll from February to March 2025 among over 500 affluent US travellers. Respondents met criteria including an annual household income of more than US$250,000, at least US$1 million in total assets, and a minimum annual leisure travel spend of US$10,000.

The Luxury Travel Report 2025 can be viewed here.