Stealth-Wealth Sojourns

With an expanding audience of aspiring affluents willing to splurge on upscale travel experiences, preserving a sense of intimacy, exclusivity and tranquillity for high-net-worth individuals (HNWIs) is key. The wealthiest globetrotters are seeking bespoke bubbles of luxury at every touchpoint – from resort buyouts and under-the-radar destinations to screened-off airport suites and door-to-door heli-transfers.

Transformative Tourism: Sophisticated Shock & Awe

Whether it’s elaborate movie-inspired missions or expeditions to the most remote corners of the Earth (and beyond), ultra-luxury travel is taking a fantastical approach to thrill, shift perspectives, and offer escapism from an anxiety-inducing world. HNWIs want to experience curiosity and exploration (77%), joy and happiness (65%), and awe and wonder of nature (57%) (Virtuoso, 2024).

Purpose-Led Tourism’s Prestigious Spin

Positioning HNW travellers as patrons of positive planetary or social change is a shrewd move for travel brands that can appeal to this audience’s interest in purpose. Without sacrificing on comforts, luxury hospitality leaders are adding gravitas to their offerings by spearheading ambitious rewilding projects, integrating rigorous academic research and ushering guests into elite philanthropist circles.

Crafting Me-Shaped Escapes

From tailor-made itineraries by personal travel planners, to professional film crews chronicling family vacations, services that treat HNWIs as the stars of the show are thriving. Hoteliers, too, are reaching new heights of personalisation by stocking suites with guests’ favourite products, offering round-the-clock access to amenities and fine dining, or engaging artists to craft bespoke souvenirs.