The European market potential for luxury tourism
Europe is a major market for luxury tourism. Luxury tourism is more than staying in five-star hotels. It is also about exciting travel experiences in new destinations. Younger, wealthier consumers are a growing market segment as they prioritise experiences over material possessions. Germany, France and the UK are leading markets for luxury tourism. Bucket list travel and meaningful experiences are important trends to be aware of in the sector.
Contents of this page
1. Product description: Luxury tourism
Luxury tourism refers to a style of travel associated with top-quality service in all parts of a trip. Today, luxury tourism is characterised by extraordinary destinations and authentic, unique experiences. At the same time, all elements of luxury trips should be delivered with a high level of personal service and comfort.
With the right elements, any tourism trip could be a luxury tourism trip. Luxury tourism extends into all tourism niches, including adventure, nature and ecotourism, wellness, wildlife, family holidays, and solo trips. What sets luxury trips apart is the quality and personalisation of services and high-standard accommodation.
This means that luxury holidays are often tailor-made by specialist luxury tour operators. These specialists build close, direct relationships with their suppliers. They make sure they fully understand the needs and desires of their suppliers so they can offer them the service they want.
Luxury tourism is also characterised by high prices and wealthy people with big budgets. They are often known as High-Net-Worth Individuals (HNWI). Luxury tourists expect to pay more for the quality of travel experience they want. However, it does not mean that they will pay any price without thought. They have very high expectations in terms of service provision, and they will be very upset if you get it wrong.
Table 1: Examples of luxury holiday providers and how they position themselves in the market, 2026
| Luxury Holiday Providers and Unique Selling Point (USP) | What makes it Luxury? |
|---|---|
Singita, South Africa ‘Place of Miracles – with nature as our guide’ | Singita is a luxury safari brand from South Africa that combines high-end travel with strong conservation values. It operates exclusive lodges and villas in major wildlife areas across several African countries, including Tanzania, South Africa, Zimbabwe and Rwanda. The experience focuses on comfort and personal service, which is especially important for luxury travellers. Authenticity is also important, and Singita’s close connection to nature has great appeal. |
Entikko Safari Lodge, Uganda ‘Where the wild wears the crown’ | Entikko Safari Lodge is a luxury safari retreat in Uganda’s Murchison Falls National Park. It offers an exclusive stay in a remote, dramatic wilderness setting. The lodge features spacious, well-appointed suites, refined interiors and high service standards designed to provide comfort without losing a sense of place. Guests enjoy elevated dining, spa and wellness facilities, and panoramic views over the surrounding landscape. Safari activities are delivered in a highly personalised and unhurried manner, including guided game drives and Nile boat cruises. |
Pikaia Lodge, Santa Cruz Island, Galapagos “The evolution of luxury eco adventure – the best way to explore the magical Galapagos Islands” | Pikaia Lodge is a luxury eco-lodge located on Santa Cruz Island in the Galapagos Islands. It offers an exclusive base for exploring the archipelago, combining high-end accommodation with personalised guided land and marine excursions. It also offers a private luxury yacht for day trips. Pikaia Lodge features beautifully furnished rooms with panoramic floor-to-ceiling windows and private terraces or balconies with far-reaching views. The lodge was built to be sustainable and carbon-neutral. The environmental design incorporates solar energy, water conservation and a private giant tortoise reserve. It is widely regarded as one of the Galapagos’ premier luxury stays, blending premium service with close encounters with unique wildlife and ecosystems. |
Limalino Lodge, Simien Mountains National Park, Ethiopia ‘A wonderful escape’ | The Limalino Lodge is on the edge of a mountain. It combines simple luxury and elegant designs. It promotes sustainable tourism through minimal environmental impact and supports local communities. It is a small, boutique hotel with just 14 rooms. Luxury can be found in the form of tranquillity, comfort, space and wildlife watching. There is no internet, and guests are encouraged to enjoy the mountains and atmosphere. |
| El Silencio Lodge and Spa, Costa Rica | Located in a pristine 500-acre natural reserve and surrounded by five protected wildlife areas. It offers a combination of wellness and adventure, two main activities in the luxury market today. In 2025, the lodge was awarded two Michelin keys. This award is a sign of an exceptional hotel stay. As is common in Costa Rica, the lodge was designed to protect and preserve natural resources. It has a wide range of eco-friendly practices, including rainwater harvesting, organic farming and forest conservation. It holds the highest rating of Costa Rica’s Certification of Sustainable Tourism (CST). |
Onguma The Fort, Etosha National Park, Namibia ‘…experience the wildness of the bush in all its splendour… surrounded by raw beauty inside and out’ | The Fort was built to take advantage of spectacular sunset views over the extraordinary landscape, waterholes and Etosha Pan. Its raw walls are a defining feature, inspired by Moroccan and Indian influences. Activities include game drives, sunset drives, interpretive bush walks, the Onkolo bird hide and massage therapy. Sustainability and conservation are built into all aspects of the Fort’s activities. |
Raas Chhatrasagar, Jodhpur, Rajasthan, India ‘…captures the romance of safaris in luxury tents, homes away from home’ | Inspired by safari campaigns during the Rajput era, where luxury tents became mobile, mini-palaces. The luxury camp is situated in a reserve home to more than 200 bird species. There is a focus on bird watching, farming communities, walking and rewilding. Local, organic produce is served wherever possible. Sustainability is embedded throughout the property. The resort offers a range of experiences, such as a bush lunch, farm visit and private cooking sessions. Wellness experiences are also offered. |
Source: Acorn Tourism Consulting, 2026
Luxury tourism is subjective. What is luxury for one traveller (such as a five-star safari resort) may not match the luxury needs of another traveller (such as a private, exclusive safari lodge with a dedicated Michelin-starred chef, helicopter transfer and private guided game drives).
Authentic and immersive experiences are also highly sought after by luxury tourists, as are unique and exclusive experiences that relate to their need for exclusivity. The pyramid below shows the hierarchy of needs in luxury tourism. The higher up the pyramid the consumer sees themselves, the higher the level of luxury they require. And also: the higher up the pyramid, the smaller the population of tourists.
Figure 1: Hierarchy of needs in luxury tourism
Source: Acorn Tourism Consulting, 2026
However, luxury travel is becoming more mainstream as more consumers seek unique and authentic experiences. This means opportunities for local operators.
End market segmentation
Luxury tourists travel for leisure or business, or a mix of the two. There are six main types (or tribes) of luxury travellers. Each group has a different wealth level and behaviour.
Table 2: Luxury traveller tribes
| Luxury Traveller Type | Market Size (%) | Characteristics |
|---|---|---|
Always Luxury
| 4% |
Ideal trip: Stay in a five-star resort with golf and wellness, and gourmet wining and dining in the South of France. |
Special Occasion
| 20% |
Ideal trip: a wellness break at a luxury retreat in Thailand. |
Bluxury
| 31% |
Ideal trip: Fly the family out on a luxury trip to Vietnam or extend their stay in a European city for top-class leisure experiences, such as shopping, dining and entertainment. |
Cash-rich, Time-poor
| 24% |
Ideal trip: Two-week luxury safari and beach holiday in Tanzania. |
Strictly Opulent
| 18% |
Ideal trip: Hire a luxury yacht with a group of friends. |
Independent and Affluent
| 3% |
Ideal trip: Luxury yoga retreat in the Himalayas. |
Source: Amadeus/Acorn Tourism Consulting, 2026
When deciding to book a luxury travel trip, there are three main motivations that these travellers can follow:
- Reward Hunters: see travel as reward for working hard and want experiences to feel special;
- Simplicity Searchers: prefer to let operators plan their trip so they can have a stress-free journey;
- Obligation Meeters: travel plans are shaped by obligations (things they have to attend or do), like work or meeting with family.
Understanding these motivations helps tourism businesses tailor luxury products, services and messaging more effectively.
Figure 2: Motivation for booking luxury travel
Source: Acorn Tourism Consulting, 2026
You can read more about traveller segments and luxury traveller tribes in the Shaping the Future of Luxury Travel – Future Traveller Tribes 2030 report by Amadeus.
Accessible tourism in the European market
Accessible tourism is the ongoing effort to make sure that tourist destinations, products and services are accessible to all people, regardless of their physical limitations, disabilities or age. It includes publicly and privately owned tourist locations. The improvements not only benefit those with permanent physical disabilities, but also parents with small children, elderly travellers, people with temporary injuries such as a broken leg, and their travel companions. Disabled tourists may travel individually, in groups, with their family or with carers.
Accessibility and luxury tourism
To attract luxury travellers with accessibility needs, the most important thing to do is to be very clear about what you can offer. Disabled people do a lot of research before they travel so they can be sure their needs are met appropriately. Some simple requirements include:
- Have a dedicated person to be the direct contact for clients looking to buy tourism products for their disabled customers. They must be good listeners and communicators, and able to get things done.
- Make sure that luxury products for disabled people are to just as high a standard as for customers with no disabilities. Make sure to emphasise the level of quality and the exclusivity of your products. Just because your clients are disabled does not mean they expect a lesser quality. In fact, they may be more particular about your offer.
- Be very clear about the facilities you can offer. This includes the size of the room and bathroom, whether you can lend walking sticks or wheelchairs, or whether there is technology for those who are hard of hearing.
Tip:
- Read the CBI study What are the opportunities in the European market for accessible tourism? for practical and useful advice to make your tours accessible.
Not all luxury travellers are very wealthy
Not all luxury travellers are very wealthy. It is estimated that 35% of the luxury travel market is made up of people with incomes between $100,000 and $1 million (USD), also known as the ‘non-millionaire’ segment. This group has less to spend than more wealthy travellers so thinks carefully about travel decisions. It is a large group of potential customers who want affordable luxury and offer great potential to local tour operators that can meet their needs. Their motivation for travel may be celebratory.
Although Europe and the US currently dominate this group, growing numbers of travellers are from Asia, particularly China.
2. What makes Europe an interesting market for luxury tourism?
Europe offers good potential for tour operators from low- and middle-income countries offering luxury tourism. This is because there are many wealthy people in Europe, and they like to travel. The luxury tourism market is also driving growth in the global luxury market across associated sectors such as travel, food, and leisure.
In 2025, the luxury tourism market was estimated to be worth $2.1 trillion (USD). By 2029, it is predicted that the market will be worth $3.4 trillion, a compound annual growth rate (CAGR) of 15.9% over the period.
Figure 3: Value of the luxury travel and tourism market worldwide (2019 to 2029 forecast)
Source: Statista, 2025
There are several reasons for this growth.
- European and North American Baby Boomers have increased spending on luxury tourism.
- The Millennial consumer group is becoming more and more important. Their spending power is expected to grow significantly until 2032.
- The number of younger consumers (Millennials and Gen Z) is growing and becoming wealthier as they establish their careers. They are aspirational and prioritise travel and experiences over material possessions.
- However, while the Baby Boomers still control global wealth, a period of wealth transfer is underway to the next generations. This will impact their wealth but also how they choose to invest and spend.
- The luxury cruise segment is growing, and interest has grown in the 35–65 age group, which now accounts for 62% of global luxury cruise bookings. The European subsegment is a growing market, accounting for around one-third of global cruise passengers (28%). German and British cruise passengers account for half of European volume.
- Technological advances are making booking of luxury holidays easier and more seamless, increasing access to luxury products for different levels of luxury travellers.
As we have seen, one characteristic of luxury tourism is that budgets are less restricted. Wealthy consumers continue to prioritise spending on experiences, including travel, wellness and unique lifestyle activities. Luxury travellers will spend money on the right level of luxury that suits their needs.
But affluence is not the same for all people, and some are much wealthier than others. As expected, the wealthiest have higher expectations than other luxury travellers. Wealthy people are categorised into three distinct groups:
- High Net Worth Individuals (HNWI) or Millionaires Next Door: have at least $1 million (USD) in investable assets, excluding the value of the primary residence (or home). It is the largest group of wealthy people, accounting for around 90% of the market.
- Very-High Net Worth Individuals (VHNWI) or Mid-tier Millionaires: have investable assets of between $5 and $30 million. This group accounts for around 9% of the market.
- Ultra-High Net Worth Individuals (UHNWI): the wealthiest group with $30 million or more in investable assets. They are the smallest but most influential segment of wealthy people worldwide, accounting for 1%.
Together, all groups are referred to as HNWIs.
While HNWI wealth and population continue to grow worldwide, growth in Europe was less fast in 2024, with a 0.7% increase in wealth but a 2.1% decline in population.
Figure 4: HNWI population by region, 2024
Source: World Wealth Report 2025, Capgemini, 2025
Travel is still a clear priority for European HNWIs, particularly for leisure. Julius Baer’s Lifestyle Survey shows that 53% of European HNWIs travelled more for leisure in the past 12 months than the year before. Business travel also increased. 28% travelled more for business, although leisure travel appears to be the stronger reason for growth.
Figure 5: Change in travel habits among European HNWIs
Source: Julius Baer Lifestyle Survey, 2025
Tips:
- Do not assume luxury travellers only care about privacy and privilege. Many are very engaged and want to visit local restaurants, meet local people, enjoy authentic experiences and understand how their trip benefits the destination.
- Remember that luxury travellers come in many forms. Some expect very high levels of comfort, while others may simply upgrade certain parts of a trip.
- Focus on providing exceptional personal service. Luxury travellers expect fast communication, flexibility, attention to detail and seamless organisation. Getting this right can create opportunities for local tour operators.
- Show the value of the experience, not just the price. Explain what is included, why the experience is special, how it supports local people or conservation and what level of service the traveller can expect.
3. Which European countries offer the most opportunities for luxury tourism?
The European countries that offer the strongest opportunities for luxury tourism in developing destinations are those with large populations of wealthy individuals and a propensity to travel overseas. France, Germany, the UK, Italy, the Netherlands and Spain are still major target markets. Switzerland is also an important high-value market.
The table below shows that the broader millionaire segment is the largest. This market offers the best opportunities because it is larger, more diverse and likely to have a wider range of luxury travel needs that developing destinations can realistically meet.
Table 3: Top European markets by number of USD millionaires, 2025
| Country | USD millionaires, 2025 |
|---|---|
| France | 2.9 million |
| Germany | 2.7 million |
| United Kingdom | 2.6 million |
| Italy | 1.3 million |
| Netherlands | 1.3 million |
| Spain | 1.2 million |
| Switzerland | 1.1 million |
| Belgium | 549,000 |
| Sweden | 490,000 |
| Denmark | 376,000 |
Source: UBS, Global Wealth Report, 2025
France
France is the largest European market by number of USD millionaires, with 2.897 million in 2025. The French luxury travel market is growing quickly and is estimated to reach $153.6 billion by 2031. French HNWIs spend around €4,500 per trip, compared to €1,250 spent by other travellers.
Adventure and safari trips are biggest in the French luxury market, but French luxury travellers also enjoy culture, wellness and extended family trips. Long-haul travel from France is expected to grow from 20% of all trips in 2024 to 23% by 2027. This means opportunities for developing destinations that can combine nature-rich experiences with comfort, privacy and exclusivity.
French luxury travellers also like:
- Having a wide range of activities available (21%)
- Visiting remote destinations (21%)
- Doing things that few other people can do (10%)
Suppliers should focus on tailor-made itineraries, private guiding, strong service standards and clear sustainability messaging. Products that combine nature, culture and relaxation are likely to appeal, especially when the experience feels exclusive, well-organised and difficult to replicate.
French luxury travellers like safari destinations such as Kenya, Tanzania and Botswana, nature-rich destinations in Latin America, like Costa Rica and Brazil, and cultural and beach destinations in Asia, such as Indonesia and Cambodia.
The French luxury market is served by the tour operators Intermedes and Secrets de Voyages, as well as more general luxury operators, like Voyage de Luxe and My Luxury Travel, which offer a wide range of options worldwide.
Germany
Germany is one of Europe’s largest luxury travel markets, with 2.675 million USD millionaires in 2025. The German luxury travel market generated $130.1 billion in 2025 and is predicted to reach $219.3 billion by 2033, growing at a compound annual growth rate (CAGR) of 6.8% from 2026 to 2033. Safari and adventure are the largest luxury travel segments, while luxury trains are a fast-growing segment.
German travellers are largely experienced and well-organised, with strong demand for international travel, cultural discovery, and nature-based experiences. They also have relatively generous annual leave. Most full-time employees are entitled to at least 20 days of holiday, and some sectors even average 30 days. This supports demand for longer, multi-destination luxury trips.
German luxury travellers are especially interested in comfort, quality, reliability and strong service standards. They value unique experiences, family time, wellness, beach-based holidays and opportunities to learn new things. 70% of German luxury travellers are interested in staying in more than one country or destination.
Luxury travellers from Germany mostly seek:
- Beach-based luxury holidays (56%)
- Learning new things and experiencing something new (36%)
- Improving health and wellness (27%)
- Having personalised experiences specially tailored (20%)
Detailed pre-trip information, reliable logistics, high-quality guiding and clear sustainability credentials are important. Multi-destination itineraries, family-friendly luxury products, wellness elements, nature-based experiences and slow travel options may be particularly appealing.
German luxury travellers favour long-haul nature and adventure destinations, like South Africa, Namibia and Tanzania, cultural destinations in Latin America such as Peru and Costa Rica, and premium wellness and beach destinations in Asia, such as Thailand, Indonesia and Vietnam.
The tour operator market is well served by German tour operators that offer luxury travel options, including Designreisen, One Luxury and Luxusreisen.
United Kingdom
The UK is one of Europe’s most important luxury travel markets, with 2.624 million USD millionaires in 2025.
The UK luxury travel market was valued at $93.9 billion in 2023 and is expected to grow at a CAGR of 8.2% from 2024 to 2030. Safari and adventure are the largest segment, followed by customised and private holidays, and celebration journeys. Cruises are another important niche for British luxury travellers.
Figure 6: UK Luxury Travel Market Niche Markets 2020–2030
Source: Grand View Research, 2024
British HNWIs are frequent, high-spending travellers. 50% of UK HNWIs expect to take 2 or 3 international holidays in the next 12 months, while 35% expect to take 4 or more trips. More than 66% spend over £25,000 per person on their main international trip of the year, while 64% typically spend more than £40,000 per household on international holidays each year.
UK luxury travellers are far more likely to plan trips outside Europe than non-luxury holidaymakers, showing a strong desire for global travel. They also demand a high level of personal service, exclusive experiences and well-organised excursions. Their main objectives from an international holiday are to:
- Explore new destinations (55%)
- Relax (51%)
- Immerse themselves in local culture (36%)
- Ensure their travel supports local people and communities (60%)
Specialist luxury and tailor-made operators serve the UK market well, so local suppliers should prioritise reliable communication, flexible itineraries and excellent attention to detail.
UK luxury travellers favour safari and adventure destinations in Africa, long-haul cultural destinations, such as Peru and India, and premium beach and nature destinations including the Maldives, Costa Rica and Indonesia.
Several luxury tour operators serve the market, mostly based in London. These include Audley Travel and The Ultimate Travel Company, which focus on premium, tailor-made holidays to destinations around the globe.
Italy
Italy had 1.344 million USD millionaires in 2025. The Italian luxury travel market generated $56.3 billion in 2025 and is forecast to reach $101.5 billion by 2033, growing at a CAGR of 7.7% from 2026 to 2033. Safari and adventure were the largest luxury travel segments in 2025. Culinary travel and shopping are expected to be the fastest-growing segments going forward.
Italian luxury travellers are particularly interested in beach holidays, river cruises, wellness trips and long-haul destinations, including the US, Australia and Japan. Italian luxury travellers were the most likely of the profiled European markets to take a physical wellness trip on their next holiday. Italian luxury travellers favour premium beach and wellness destinations, such as the Maldives, Seychelles and Thailand, alongside cultural and adventure destinations, including Morocco, Tanzania and Peru.
Italian luxury travellers particularly value:
- Experiencing different cultures (33%)
- Learning new things and experiencing something new (34%)
- High quality services (26%)
- Improving their health and wellness (29%)
- Visiting remote destinations (21%)
Food and cuisine are important, but expectations can be high. Local food experiences should be centered around quality, freshness, authenticity and good service. Private cultural tours, boutique accommodation, wellness experiences and carefully organised nature-based itineraries may appeal to this market.
There are several specialist tour operators in Italy that focus on the luxury market. These include Travel Design and Charme&Adventure. Luxury business travel is served by organisations like Luxury Business Travel.
Netherlands
In 2025, there were 1.267 million USD millionaires in the Netherlands. The Dutch luxury travel market generated $8.9 billion in 2025 and is predicted to reach $16.5 billion by 2033, growing at a CAGR of 8.1% from 2026 to 2033. Customised and private holidays were the largest luxury travel segment in 2025. Celebration journeys are expected to be the fastest-growing segment.
This makes the Netherlands a particularly attractive market for long-haul luxury tourism. Although the country is relatively small, Dutch luxury travellers are frequent ones. They take around three times more summer trips to international destinations than other travellers.
Figure 7: Dutch luxury travellers take more trips than other travellers
Source: Simon Kucher, Travel Trends Study, 2024
Dutch travellers are drawn to distinctive and local experiences and are particularly interested in:
- Visiting small and unique towns (64%)
- Food experiences (53%)
Nature-based tourism, active travel, food experiences, cultural immersion, boutique accommodation and celebration trips may appeal, especially when products are well organised, authentic and easy to understand online.
Dutch luxury travellers favour long-haul trips to nature and culture-rich destinations such as South Africa, Indonesia and Costa Rica, alongside premium island and food-focused destinations, such as the Maldives, Thailand and Peru.
The Netherlands has a wide range of operators that focus on the luxury travel market, including general operators such as Silk Travel, Pegase and Silverjet. There are also ones that specialise in more niche, luxury cultural and sustainable breaks, such as Sawadee, Experience Travel and Better Places.
Spain
Spain is an important European luxury market, with 1.202 million USD millionaires in 2025. The Spanish luxury travel market is forecast to reach $66.6 billion by 2033, growing at a CAGR of 8.5% from 2026 to 2033.
Spanish luxury travellers like to travel to a variety of destinations. They are interested in cultural discovery, once-in-a-lifetime experiences, high-quality service and remote places. These interests are a good fit for developing destinations that can offer authentic experiences, nature, culture and comfort.
Luxury travellers from Spain particularly value:
- Experiencing different cultures (33%)
- Once in a lifetime experiences (28%)
- High quality services (27%)
- Visiting remote destinations (29%)
Private guiding, nature-based experiences, luxury beach extensions, wellness, food experiences and once-in-a-lifetime activities may appeal, especially when the product feels distinctive, well organised and personalised.
Spanish luxury travellers lean towards cultural and nature-rich destinations, such as Peru, Morocco and Costa Rica. They also go to premium beach destinations and once-in-a-lifetime trips to Tanzania, the Maldives and Thailand.
The Spanish luxury market is served by travel agents and tour operators, including Luxo Tour, Viajes TGM and INUK Travel.
Tips:
- Prioritise the markets that match your product best. France, Germany and the UK offer the largest millionaire populations, while the Netherlands is a strong outbound travel market with high demand for customised and private holidays.
- Adapt your message for each market. German travellers may respond strongly to comfort, organisation and sustainability, UK travellers to tailor-made service and cultural immersion, and Dutch travellers to clear online information, authenticity and value for money.
- Make your luxury offer easy for buyers to understand. Provide clear sample itineraries, high-quality images, realistic travel times, inclusions, service levels, sustainability credentials and options for personalisation.
- Build your knowledge about European luxury markets. Download this study, Decoding the luxury travel consumer’s mindset. It is full of interesting insights into the market.
- Find out how to do business with these markets. Read the CBI study, Tips for doing business with European tourism buyers.
4. Which trends offer opportunities or pose threats in the European luxury tourism market?
Bucket list travel, meaningful experiences, sustainability, wellness and younger, affluent travellers are among the main trends shaping the luxury segment. Luxury travellers more and more want travel that feels personal, exclusive and enriching, while also being responsible and well organised. This creates opportunities for suppliers in developing destinations to combine high-quality service with authentic experiences, nature, culture and clear sustainability credentials.
Luxury travellers seek bucket list travel and meaningful experiences
In the past, luxury travel was largely centred on high-quality hotels and resorts that offered privacy and luxury. But motivations and behaviours around luxury travel habits are changing. Enjoying local, authentic, immersive experiences and activities is now highly sought after. Luxury travellers also seek unspoilt destinations.
As a selective group of tourists with defined needs, they are especially willing to pay for personalised experiences. Young luxury travellers (Millennials and Gen Z) are especially looking for authentic and immersive experiences. This aligns with general tourism trends. Tailor-made experiences and personal touches, like a dedicated contact or a private transfer, are good services to offer them.
As the traditional luxury traveller matures, their travel needs have shifted from materialism to enrichment. Older luxury consumers (Baby Boomers, Gen X) can buy anything they want and need. What they cannot buy is the feeling you get from doing something different or learning something new, which they can get from immersive, authentic luxury travel.
Bucket list travel is particularly popular amongst older travellers and is often linked to meaningful travel. These are experiences people want to do ‘before they kick the bucket’. This is a phrase often used in Europe and North America, which means 'before they die'. Bucket list experiences are often more adventurous and involve travel to more remote places.
Bucket list examples are subjective and have personal meaning to the traveller. For instance, a visit to Angkor Wat in Cambodia, to explore the temples of Bagan, or to climb Mount Kilimanjaro. Tour operators that can adapt their experiences to bucket list tourism products by offering a high level of service and customisation can directly appeal to luxury travellers seeking meaningful experiences.
Sustainability is important for luxury travellers
Sustainability in tourism remains important to all European consumers. Booking.com’s 2026 Travel & Sustainability research found that 85% of global travellers said travelling more sustainably is important or very important to them, while 69% said they want to leave the places they visit better than they found them. This means suppliers need to make sustainable choices easy, visible, credible and directly linked to the quality of the experience.
Luxury travellers are also more and more interested in travelling responsibly. Virtuoso’s 2025 sustainability research found that 68% of luxury travellers said recent world events had encouraged them to travel more responsibly. It also found that 61% felt connected to all three of Virtuoso’s sustainability pillars: protecting the planet, supporting local economies and celebrating cultures.
Most luxury hotels and resorts have made sustainability part of their operations and show it off on their websites. For instance, Six Senses Bhutan states that it helps preserve and protect Bhutan, which is the world’s only carbon-negative country. Singita is a member of The Long Run and follows its 4C framework of conservation, community, culture and commerce.
Figure 8: The Long Run, 4 Cs Framework
Source: The Long Run, 2026
The Conscious Travel Foundation also reflects this shift. Its members include luxury travel designers, DMCs, accommodation providers, yachts and expedition cruises. They all work to promote travel with a more positive impact.
For suppliers in developing destinations, sustainability should be part of the luxury experience, not an add-on. Clear proof of local benefits, conservation action, low-impact operations and respect for culture can help build trust with luxury buyers and travellers.
Luxury travellers prioritising wellness when travelling
Wellness is a major global trend and highly sought after in the luxury market. Luxury travellers often seek to refresh their minds and bodies while travelling, and wellness is now an important factor in choosing where to stay. Research by ILTM, Hyatt and Altiant found that almost two-thirds of wealthy travellers say wellness facilities and services are important when choosing a hotel.
Figure 9: Importance of Wellness Facilities to Luxury Hotel Bookings
Source: ILTM, Hyatt and Altiant, Buzz vs Reality Edition #4: Wellness, 2024
Wellness tourism is a profitable niche market for tour operators. More than half of affluent and HNW travellers have already taken specifically planned wellness holidays and would do so again, up from 42% in 2018. Many hotels and resorts now offer yoga, spa services, swimming, walking, healthy eating and personalised wellness plans as part of the luxury experience.
Luxury travellers have also broadened the demand for wellness beyond spas and resorts. Nature immersion experiences interest 52% of affluent and HNW wellness travellers, while physical activities, such as hiking and golf, interest 51%. This creates opportunities for developing destinations to combine wellness with nature, soft adventure, cultural experiences, private guiding and high-quality service.
Review the CBI wellness tourism reports for more information.
Younger luxury travellers set to push growth in the coming years
Research shows that demand for luxury tourism experiences is very strong among younger travellers. This group of consumers prioritises experiences over things. They are more likely than ever to visit new places, experience different cultures and learn new things. As they age and mature into the next-largest consumer groups (Millennials and Gen Z), their desire to travel will grow as they settle into their careers and have more to spend on travel experiences. Targeting luxury experiences at this group offers good potential for tour operators in the global south.
Figure 10: Upcoming Travel Priorities for Young Affluents aged 18–34
Source: YouGov, 2026
Review the CBI reports on Gen Z and Millennial travellers for more information.
Tips:
- Review your existing products and identify where they could be adapted into bucket list or meaningful experiences, for example, through private guiding, specialist interpretation, rare access or stronger storytelling.
- Learn how luxury travellers are changing. McKinsey’s article, which updates perceptions of today’s luxury traveller, explains how luxury travel is becoming more personalised, experience-led and reliant on trusted travel advisors.
- Make sustainability visible and credible. Show clear evidence of local benefits, conservation action, low-impact operations and respect for culture. Learn more about sustainability in the tourism sector and consult the CBI study, How to be a sustainable tourism business.
- Add wellness elements where they fit naturally, such as nature walks, yoga, spa treatments, healthy food, digital detox, cultural reflection and quiet time in nature. Consult the CBI study on wellness tourism for more information about the niche market.
Acorn Tourism Consulting Limited carried out this study on behalf of CBI.
Please review our market information disclaimer.
Disclaimer: The statistics quoted throughout this study are drawn from a range of sources. Due to variations in data collection and presentation methods, figures may not always be directly comparable.
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The luxury market increasingly values exclusive, tailor-made experiences led by professional and knowledgeable guides. For HNWI travellers, the most sought-after trips feel unique, personal and difficult to replicate. Wellness is also becoming more important, from private yoga and spa treatments to nature walks. Thoughtful extras, such as a surprise dinner or sunrise activity, can help elevate the overall experience.
Molly Kinnaird, Co-Founder at Fable
Luxury travellers are increasingly seeking distinctive, authentic experiences that connect them with local people, culture and nature. True luxury is no longer just about exclusivity, but about meaningful journeys that feel personal and have a positive impact, supporting local communities, protecting heritage and helping ensure that the places travellers visit benefit from tourism.
Charlie Darlington, Sustainability and Nature Positive Lead at Scott Dunn