Preferred Hotels & Resorts Unveils Luxury Travel Report 2025

By That's Guangzhou, July 1, 2025

Preferred Hotels & Resorts, the world’s largest independent hotel brand representing more than 600 properties across 80 countries, has released its inaugural Luxury Travel Report 2025—a detailed consumer trends study developed in partnership with The Harris Poll.

The report offers new insights into the evolving expectations of high-end travelers, revealing a strong appetite for more meaningful, personalized experiences and a continued willingness to invest in leisure travel.

According to the report, affluent travelers in 2025 are planning an average of eight leisure trips—including three international journeys—and over half expect to spend more on travel compared to the previous year.

Rather than focusing solely on luxury for its own sake, travelers now seek depth, authenticity, and curated connections with the destinations they visit.

The Luxury Travel Report identifies five emerging forces that are reshaping the luxury travel landscape:

1. The Beige-ification of Travel Is the Industry’s Wake-Up Call

Standardized luxury experiences are no longer enough.

Nearly 70% of respondents believe modern luxury hotels have become too uniform, losing their individuality.

The growing trend of 'dupe culture' and algorithm-based itineraries has led to what the report calls 'destination disillusionment,' where once-distinct locations now feel interchangeable.

Nearly three-quarters of affluent travelers say they are unwilling to pay for luxury that feels generic.

2. Legacy Moments Are the New Luxury Currency

Luxury today is measured in transformative experiences rather than material accumulation.

More than four in five respondents believe insider access creates the most memorable moments, and 64% prefer local advice over AI-powered concierge services.

The desire for authenticity is prompting travelers to prioritize experiences that reshape their perspective and leave lasting impressions.

3. Curation Is the New Standard of Luxury

Expertly designed experiences are in high demand.

Over 90% of travelers agree that the most rewarding journeys feel effortless but are carefully curated, while 89% say they want to see local culture and charm reflected in their accommodations.

Travel advisors remain central to this process, with 84% valuing their expertise above exhaustive online research.

4. Heritage Is the New Frontier

History and cultural depth are at the forefront of luxury travel desires.

Over 90% of respondents seek immersive historical and cultural experiences, and the trend toward multi-generational travel continues to grow—with 71% planning such trips in 2025.

Spacious accommodations that support both shared moments and personal reflection are increasingly favored.

5. Loyalty Programs Are Lifelines to Consistency and Customization

Loyalty plays a critical role in an environment of rising costs.

Eighty-two percent of luxury travelers say loyalty programs are key to guaranteeing hotel quality, while nearly two-thirds say positive past experiences strongly influence repeat bookings.

The report notes that loyalty today is driven less by points and more by personalization, trust, and consistent service.

Commenting on the findings, Lindsey Ueberroth, Chief Executive Officer of Preferred Hotels & Resorts, said:

“The Luxury Travel Report by Preferred Hotels & Resorts deepens our understanding of the ever-evolving desires of luxury travelers, which is a critical step in reinforcing authenticity and spotlighting the unique, curated experiences that can be found throughout our global portfolio.”

She added that the group’s Believe in Travel ethos continues to guide its efforts to deliver independent, transformative stays across its global network.

The Luxury Travel Report is based on a survey conducted by The Harris Poll between February and March 2025 among over 500 affluent US travelers.

Participants had a minimum annual household income of USD250,000, at least USD1 million in total assets, and spent more than USD10,000 annually on leisure travel.