Thursday, June 26, 2025

In a recent panel discussion held in Singapore, Vista, the parent company of VistaJet and XO, delved into the evolving preferences of Southeast Asia’s ultra-high-net-worth individuals (UHNWIs). The event highlighted a significant shift toward personalized, legacy-driven luxury experiences, with a notable emphasis on private aviation, bespoke travel, and immersive cultural engagements.

Amy Yang, Vista’s Vice President of Marketing for Asia-Pacific, India, the Middle East, and Africa, observed that UHNWIs are increasingly seeking travel experiences that reflect their personal values and long-term aspirations. This trend aligns with the growing popularity of “bleisure” travel, where business and leisure seamlessly intertwine. Singapore, with its unique blend of Asian cultures and status as an international business hub, has consistently ranked among the top destinations for Vista’s clientele. Yang emphasized, “At a time where excellence standards and consistency are paramount—whether flying long-haul between Asia and the United States aboard the industry-leading Global 7500 or regionally within Europe or the Middle East on the popular super-mid-size fleet—Vista is uniquely positioned to meet this growing demand with a global infrastructure that spans 96% of the world.”

Vista’s ability to provide flexible and exclusive services is proving to be an asset as more UHNWIs seek to blend work and leisure in their travels. Vista’s diverse fleet and strategic positioning allow it to cater to an extensive range of destinations and individual preferences, further elevating its standing in the luxury travel sector.

Vista reported a 10% year-on-year increase in memberships in Southeast Asia in 2024. Simultaneously, XO, Vista’s on-demand private jet platform, experienced a doubling of flight traffic in Singapore during the same period. These figures underscore the escalating demand for flexible, private, and highly tailored travel among Southeast Asia’s elite, especially as global mobility rebounds and high-net-worth travelers seek seamless, borderless experiences.

While Singapore remains a central hub, Vista is also observing increased activity in emerging destinations such as Kuching, Malaysia; Da Nang, Vietnam; and Sorong, Indonesia. These locales are attracting UHNWIs with their unique offerings, including eco-luxury experiences, culinary tours, and diving sanctuaries. Established favorites like Phuket and Bali continue to see strong levels of traffic, reflecting sustained interest in these luxury hotspots.

Vista’s extensive global infrastructure plays a pivotal role in catering to the diverse needs of its clientele. The company operates a fleet of over 360 aircraft, including the flagship Bombardier Global 7500, and has access to more than 1,450 private jets through its XO platform. This vast network enables Vista to offer unparalleled flexibility and reach, ensuring that UHNWIs can travel to virtually any destination with ease and comfort.

The panel discussion also touched upon the increasing importance of sustainability and purposeful living among UHNWIs. Travel advisors have noted a trend toward longer vacations, enhanced privacy, and premium amenities, reflecting a desire for journeys that are as exclusive and luxurious as their destinations. Vista’s partnerships with over 600 global partners across luxury travel, art, gastronomy, and real estate—collectively known as VistaJet Private World—play a vital role in bringing these customized itineraries to life.

As Southeast Asia continues to emerge as a premier destination for luxury travel, Vista remains at the forefront, adapting to the evolving preferences of UHNWIs. With its commitment to personalized service, global reach, and sustainable practices, Vista is well-positioned to meet the growing demand for opulent and meaningful travel experiences in the region. For more information on Vista’s offerings and to explore bespoke travel options, visit VistaJet and XO.