





There's A New Luxury Travel Trend Emerging--It's Not What You Expect


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New Luxury Travel Trend Emerges: It’s All About Intimacy, Local Immersion, and Sustainable Experiences
A recent Forbes feature by Wendy Altschuler (“There’s a new luxury travel trend emerging, it’s not what you expect”) argues that the world’s high‑end travelers are moving away from the classic image of jet‑setting to far‑off resorts and are instead opting for a more nuanced, experience‑centric approach to opulence. By the time the article was published, it had already linked to several other Forbes pieces and industry reports that illuminate this shift, making the case that luxury travel is, quite literally, “back to the basics” – but with a high‑end twist.
1. The New Paradigm: “Luxury Locality”
At the heart of the article is the idea that affluent travelers are prioritizing locality and authenticity over distance. Instead of flying to the Maldives or Bora Bora, they’re booking weekend stays in a boutique hotel in Napa Valley, a remote lodge in Patagonia, or even a top‑tier apartment in a bustling European capital – and then treating the surrounding area as the real destination. Altschuler highlights how this approach offers a “more intimate connection to the culture, food, and landscapes that define a place,” allowing travelers to experience the destination’s soul without the “over‑commercialization” that can accompany mass tourism.
The article cites a 2023 survey by Skift, which found that 62 % of luxury travelers now say they prefer “shorter, more focused trips that allow for deeper immersion.” The survey also reported a 35 % uptick in demand for “micro‑vacations” – stays of fewer than five nights that still come with high‑end accommodations and curated experiences.
2. Experiential Over Extravagant
Another key point in Altschuler’s piece is that luxury is no longer synonymous with opulent rooms and private jets. Instead, the new luxury is built on personalized experiences that feel rare and bespoke. This includes:
- Culinary immersion: From private cooking classes with Michelin‑star chefs to personalized wine‑tasting itineraries that explore micro‑vineyards.
- Wellness‑centric retreats: Boutique resorts in the Himalayas or the Amazon are offering “bio‑hacking” sessions, personalized nutrition plans, and on‑site therapists.
- Cultural storytelling: Guided tours that include “storytelling evenings” with local artisans, or “heritage walks” that weave history and folklore into the travel narrative.
The article points readers to a Forbes profile on the Ritz‑Carlton’s “Personal Concierge” program, which now includes a “Culture Curator” service that arranges private museum tours and behind‑the‑scenes access to art collections. It also mentions Four Seasons’ “Wellness Retreat” series, launched in 2024, which offers a blend of spa treatments, meditation, and yoga in exotic yet secluded locations. Altschuler quotes the company’s Chief Experience Officer, who states, “Our guests are looking for authenticity as much as luxury; the two have become inseparable.”
3. Sustainability as a Luxury Imperative
Sustainability has risen to the forefront of luxury travel, according to Altschuler. Many of the high‑net‑worth travelers are environmentally conscious, and they expect luxury properties to reflect that mindset. She cites the Hotel Indigo’s “Eco‑Luxury” initiative—a program that pairs high‑end service with carbon‑neutral operations, recycled materials, and community‑based conservation projects.
Altschuler also links to a Forbes analysis of the STR Hospitality Group’s sustainability index, showing that luxury hotels with certified green practices command a 10 % premium on average. The article notes that this trend is also driven by younger luxury travelers (Gen Z and Millennials), who make up about 30 % of the high‑spending cohort according to a 2024 Deloitte report.
4. Remote Work and “Workations”
The article acknowledges that the pandemic’s influence on travel habits has lingered. Many affluent travelers now seek “workations”—luxury stays that combine high‑end accommodations with the ability to work remotely in a scenic environment. Altschuler highlights Marriott’s “Business Luxury” packages, which offer dedicated workspaces, high‑speed internet, and concierge services that cater to both work and leisure.
She also mentions the rise of private jet charter companies offering “remote‑work packages,” where travelers can board a chartered flight, arrive at a boutique villa, and have a full suite of business services on call. A Forbes feature on the JetSuite’s new “Luxury Remote Work” program is referenced, illustrating how the market is expanding to meet this niche demand.
5. The Numbers Behind the Trend
Altschuler wraps up by grounding the narrative in data. According to a 2024 report from Booking.com’s Luxury Travel Survey, revenue from “short, luxury stays” (under five nights) grew by 28 % in the past year. The same report found that over 70 % of respondents prefer boutique accommodations that offer local experiences over large, impersonal resorts.
She also points to a Skift Insight article that predicts the luxury travel market will shift 18 % toward “experience‑driven” offerings over the next five years, with a notable surge in “staycation” bookings.
6. Final Thoughts
In sum, Wendy Altschuler’s Forbes article paints a picture of luxury travel that’s intimate, experiential, sustainable, and even work‑oriented—a departure from the once‑predominant paradigm of long‑haul flights and sprawling resorts. By following the links within the piece, readers get a deeper dive into specific examples and statistics that reinforce the argument: the future of luxury travel is not about distance or extravagance alone, but about quality of experience, authenticity, and responsible stewardship of the places we visit.
This trend signals that the high‑end traveler is increasingly acting as a curator rather than a connoisseur of luxury, and that the industry must adapt to deliver curated, sustainable, and deeply personal experiences that feel both indulgent and meaningful.
Read the Full Forbes Article at:
[ https://www.forbes.com/sites/wendyaltschuler/2025/08/16/theres-a-new-luxury-travel-trend-emerging-its-not-what-you-expect/ ]