How the Affluent Jet Set Is Redefining Travel in 2025
The new frontier and trends of luxury global travel in 2025 is seeing more meaningful, individual travel and a movement away from mainstream destinations and trends into more meaningful adventures.
If 2024 was dominated by the spectacle of global events—Paris hosting the Olympics, Germany celebrating the Euros, and Taylor Swift turning cities into economic boomtowns with her record-shattering Eras Tour—then 2025 signals a notable shift in tone.
This year, the world’s most discerning travellers are trading spectacle for substance, embarking on journeys that are quieter, more intentional, and shaped by a growing desire to do better by the planet.
From my perspective as a luxury hotel consultant working closely with the world’s most sought-after properties and the affluent clientele who frequent them, the message is clear: meaningful travel is in, mass tourism is out.
In 2025, luxury travel is undergoing a meaningful metamorphosis. While the allure of beautiful hotels and extraordinary destinations remains, what’s changing is the why. Whether it’s a coolcation in Norway, a family sabbatical in Patagonia, or a cowboy-chic escape to Montana, travellers are seeking substance, sustainability, and stories worth telling.
A Conscious Shift: From Hotspots to Hidden Gems
Rather than abandoning travel, 2025’s affluent adventurers are seeking deeper, more refined experiences in less-trafficked destinations. Second cities and emerging locales are experiencing a renaissance, with guests drawn to their authenticity, tranquility, and untapped cultural depth.
Thailand, for instance, is enjoying a luminous moment in the sun—not just for its storied hospitality, but also due to the buzz surrounding season three of The White Lotus, filmed in a series of exquisite resorts across the country. From Trisara in Phuket to Cape Fahn in Koh Samui, the Thai escape is being reimagined for the ultra-luxury traveller.
The Rise of “Coolcationing”
As climate considerations become an inescapable part of travel planning, cooler climes are climbing to the top of affluent travellers’ lists.
The concept of the “coolcation”—choosing destinations for their lower temperatures and crowd-free serenity—is rapidly becoming a luxury mainstay.
Swedish Lapland, the Faroe Islands, and the fjord-laced coasts of Norway are now as sought after as the beaches of the Med once were. Properties like the Grand Hotel Stockholm and Gleneagles in Scotland are redefining the idea of summer holidays with fresh mountain air, cultural immersion, and unparalleled calm.
Shoulder Season Is the New High Season
Gone are the days when August reigned supreme for European travel. In 2025, April and October are the new marquee months. Hotels in destinations once considered strictly seasonal—such as the Greek islands and the Amalfi Coast—are now extending their calendars to accommodate year-round demand.
Villa d’Este on Lake Como, for example, now stays open through Christmas and New Year, ushering in a new era of winter elegance on the lake – and nodding to climate change which is becoming more evident in 2025, with snow in Paris just a few days ago in May.
The Cowboycore Boom
In a surprising twist, luxury travellers are embracing the Wild West. From Beyoncé’s Cowboy Carter to Yellowstone and Landman dominating the small screen, cowboy culture is in vogue.
One&Only’sMoonlight Ba sin resort in Montana—complete with fly fishing, alpine lodges, and panoramic stargazing—brings frontier glamour to the luxury travel lexicon. Expect stetsons, saloons, and soulful solitude.
Celebrating Connection: Multi-Generational Travel
Another standout trend is the rise of epic, multi-generational journeys. Families—sometimes spanning up to seven generations—are investing in time together rather than material legacies.
Luxury tour operators including Cazenove + Loyd report a surge in demand for exclusive-use properties, from private islands to staffed villas, where milestones can be celebrated in intimate splendour.
Solo Sojourns and Personal Growth
On the flip side, solo travel continues its ascension. Rising numbers of single women – and men, has seen single travellers seek out affluent adventures. What was once a niche has now become a staple, with high-end hotels and cruise lines tailoring offerings for those travelling alone.
Think no single supplements, curated experiences, and the freedom to engage—or retreat—as desired. For many, a solo journey is the ultimate indulgence in self-discovery.
Wellness 3.0: From JOMO to Jumpstarts
The joy of missing out (JOMO) has overtaken FOMO. Wellness retreats are no longer confined to the spa; they now include high-performance fitness, outdoor pursuits, new activities like reading, sober offerings, and holistic healing.
Properties like SIRO Boka Place in Montenegro are leading the way, offering everything from cryotherapy and hiking to recovery labs and performance coaching.
Bespoke, Cinematic Journeys
Lastly, tailor-made travel has gone cinematic. Inspired by the cultural cachet of Succession, Glass Onion, and social media wanderlust, affluent travellers are turning to travel advisors to create bespoke itineraries that feel like a scene from a film. These journeys favour personal connection, local immersion, and storytelling over checklist tourism.
As we look ahead, one thing is certain: the most valuable passport stamp is the one that stays with you long after you’ve returned home.
