In an era where travel demand is experiencing a downturn, one exclusive group remains undeterred: the ultra-wealthy. Unlike average consumers who are tightening their wallets, the affluent continue to indulge in luxurious experiences. Airlines like United and Delta report robust demand for premium bookings, while upscale hotel chains such as Hilton and Hyatt see resilience in the luxury sector. As Tom Marchant, co-founder of the luxury travel company Black Tomato, highlights, wealthy travelers are gravitating toward unique and emotional experiences, rather than just specific destinations.
With an average trip costing around $40,000, Black Tomato offers bespoke adventures tailored to the desires and emotions of their clients. Marchant emphasizes that many opt for journeys defined by feelings—be it relaxation, excitement, or adventure—over mere locations. To facilitate this, the company has introduced the innovative Feelings Engine, utilizing AI to help clients plan trips centered around their emotional goals. Let’s explore the four most sought-after travel trends among the affluent.
1. The Earned Experience
Recent trends reveal that ultrawealthy travelers are increasingly seeking out challenging experiences—adventures they feel they’ve “earned” rather than simply purchased. Marchant notes, “There’s this desire to challenge yourself,” whether through treks, explorations, or cultural immersions. This type of travel is viewed as an antidote to the monotony of everyday life, appealing not only to solo adventurers but couples and families craving something outside their comfort zones.
For example, Black Tomato offers “Get Lost” trips, where guests are dropped in remote locations, equipped only with supplies to navigate their way back. Client Esther Spengler shared that her $13,000 Moroccan experience was far more adventurous than a traditional vacation, with similar thrilling options like river rafting in Papua New Guinea or quad biking across Botswana’s salt pans also on the table.
2. In Search of Silence
For many affluent travelers, the ultimate vacation goal is to escape the constant noise of daily life. According to Marchant, the trend leans toward destinations that provide a sanctuary of genuine quiet, environments with minimal distractions where one can reflect and rejuvenate.
The movement towards quiet-place conservation is growing, with travelers actively seeking out quiet parks—locations that offer opportunities for peaceful reflection amidst nature. Celebrated by Quiet Parks International, places like Zabalo River in Ecuador and Glacier National Park in Montana are standouts. Marchant notes the trend of “reading weeks,” where affluent clients prioritize solitude for reading and introspection without distractions, particularly appealing to business leaders.
3. Bare Witness
Another captivating trend is the desire to witness **natural phenomena** that present unique, once-in-a-lifetime experiences. Black Tomato has tailored eco-friendly camps in Patagonia so clients can experience events like solar eclipses in unparalleled luxury. Marchant explains that such trips attract those eager for an escape from their routine—especially appealing to city-dwellers who crave novelty and connection with nature.
4. Travel as Therapy
The final trend identified by Marchant is the concept of viewing travel as a therapeutic escape, a means to reevaluate and reflect on life’s bigger questions. This outlook is resonating more with individuals who desire a break from their usual patterns—be it in work, relationships, or health.
Marchant stresses, “When you step outside your daily routine, it grants you a new perspective.” Travelers are increasingly inclined to immerse themselves in communities that offer different life philosophies. Destinations renowned as Blue Zones are attracting an uptick in tourism, presenting opportunities to learn about longevity and health in unique cultures.
This trend aligns with the rise of self-improvement and retreat experiences, as well as the growing popularity of psychedelic retreats, particularly among business leaders craving deeper meaning in their lives. Marchant concludes, “Wealthy clients have unique resources at their disposal, yet they’re on the hunt for places that offer genuine disconnection and distinctive experiences—vast areas of the world still hold that promise.”
