Faced with a clientele increasingly attracted by the luxury experience rather than by products, the sector's major groups are turning to very high-end tourism, according to a KPMG study published on Thursday.

"Luxury residences, gourmet restaurants or cafés created in partnership with top chefs, exclusive tourism experiences (cruises, luxury trains). Through the promise of unforgettable moments, the Houses are expanding their brand's realm of expression and making hospitality the pinnacle of the luxury experience," according to the study.

This is the second edition of the KPMG study, which includes interviews with luxury professionals in France and abroad, complemented by a quantitative survey of 180 professionals.

According to the study, this appeal is due to the healthy state of the tourism sector.

In particular, it cites Belmond, Cheval Blanc, Bulgari hotels, and LVMH's stake in the Les Domaines de Fontenille hotel group.

At the same time, the groups are also positioning themselves in the luxury cosmetics market, "a development that enables brands to develop an accessible offer and reach a wider customer base", while taking advantage of a dynamic market that could, according to some estimates, "double by 2027, from $20 to $40 billion."

Finally, "at the crossroads between beauty and experience", the wellness sector is also becoming increasingly popular: "In addition to spas, which have become a staple of luxury hotel offerings, customer expectations are now focusing on long, personalized retreats, specific treatments for insomnia, and even disease prevention and longevity care", the study points out.

For KPMG, this is a sign that luxury, "with its ever-expanding perimeter, is now investing in the promise of +beauty from within+ and +living better+, and seeking to move away from the image of superficial luxury to embrace that of a more essential luxury".