– Preferred Hotels & Resorts, the world’s largest independent hotel brand representing more than 600 hotels across 80 countries, today released its first — a comprehensive luxury consumer trends study developed in partnership with The Harris Poll. The findings affirm that the desire for travel remains robust, with luxury travelers planning an average of this year — including three international journeys — and over half expecting to spend more on travel than in 2024.

The Luxury Travel Report by Preferred Hotels & Resorts reveals that today’s affluent travelers are investing not just money but meaning into their journeys. Luxury travelers seek immersive, curated experiences that feel personal and enduring— avoiding generic, mass-produced offerings in favor of authenticity and emotional connection.

The identifies signaling a new era of expectations:

Luxury travelers are turning away from sameness in design, service, and experience—. The rise of “dupe culture” and algorithm-driven itineraries has fueled a wave of “destination disillusionment,” where cities and stays feel indistinguishable. Today’s affluent traveler craves the unrepeatable: places that excite, environments that surprise, and experiences rooted in individuality. .

Luxury is less about accumulation – it’s about transformation. Today’s affluent travelers seek rare, authentic experiences that fundamentally shift their worldview and create lasting memories. and

Curation is now as essential as five-star service. Over , with Travel advisors are the new power brokers, with

Luxury travelers don’t want to just observe history – they want to be part of it. , favoring heritage-rich stays. Additionally, with 71% planning multi-generational trips in 2025, demand continues to rise for spacious accommodations that foster connection to each other and their own family roots.

Amid economic pressures and rising costs, loyalty has become more valuable than ever. For 82% of luxury travelers, loyalty programs are very important to ensuring hotel quality, while nearly two-thirds say a great past stay drives repeat bookings. Today’s loyalty isn't transactional — it's deeply personal, driven by human touch, customization, and consistent excellence.

The Luxury Travel Report by Preferred Hotels & Resorts deepens our understanding of the ever-evolving desires of luxury travelers, which is a critical step in reinforcing authenticity and spotlighting the unique, curated experiences that can be found throughout our global portfolio. We are guided by an ethos that celebrates an independent spirit, transformative experiences, and we remain committed to delivering authentic, memorable stays through our ‘Believe in Travel’ ideology. Through the Report, we hope to inspire meaningful experiences that resonate with the luxury travel set. Lindsey Ueberroth, Chief Executive Officer of Preferred Hotels & Resorts

The Luxury Travel Reportwas conducted by The Harris Poll on behalf of Preferred Hotels & Resorts from February to March, 2025, among over 500 affluent U.S. travelers. Respondents met criteria including an annual household income of more than $250,000, at least $1 million in total assets, and a minimum spend of $10,000 on leisure travel annually.

PreferredHotels.com/TheLuxuryTravelReport

Preferred Hotels & Resorts is the world's largest independent hotel brand, representing more than 600 distinctive hotels, resorts, residences, and unique hotel groups across 80 countries. Through its curated global collections, Preferred Hotels & Resorts connects discerning travelers to the singular luxury hospitality experience that meets their life and style preferences for each occasion. Every property within the portfolio maintains the high-quality standards and unparalleled service levels required by the Preferred Hotels & Resorts Integrated Quality Assurance Program. The I Prefer™ Hotel Rewards program, Preferred Residences℠, Preferred Pride℠, and Preferred Golf™ offer valuable benefits for travelers seeking a unique experience. For more information, visit PreferredHotels.com.

Launched in August 2013, the I Prefer Hotel Rewards program from Preferred Travel Group – the parent company that operates hotel brands Preferred Hotels & Resorts, Beyond Green, Historic Hotels of America, and Historic Hotels Worldwide – extends points, status, and other complimentary benefits to members upon eligible stays at over 600 participating hotels and resorts worldwide. In addition to earning points for eligible room nights, members receive additional benefits based on their tier status. The I Prefer program also offers a free mobile app, available on Apple and Android devices, which allows members to search and book hotel stays, and easily redeem Reward Certificates. With 5 million travelers currently enrolled in membership, I Prefer is complimentary to join. To learn more and to enroll in the program, please visit IPrefer.com/enroll.

Jennifer Jackson
Senior Director, Public Relations – Americas
Preferred