Preferred Hotels & Resorts’ first-ever Luxury Travel Report—a comprehensive luxury consumer trends study developed in partnership with The Harris Poll—points to you, the travel advisor, as the most influential of Influencers when it comes to expertise in travel.
According to the survey, today’s affluent travelers want an expert to make their travel dreams a reality, with 84 percent of survey respondents agreeing that a trusted travel advisor is more valuable than unlimited Internet research, terming them the new “power brokers.”
Thirty percent of luxury travelers, according to this new survey, prefer to work directly with a travel advisor who knows their preferences when planning luxury leisure accommodations. Meanwhile, 54 percent of female respondents and 52 percent of Gen X/Boomers agree that time savings is the number one reason they have or would use a travel advisor. Of note: Over 90 percent of travelers say the best journeys feel effortless yet are expertly crafted, with 89 percent expressing interest in seeing local charm reflected in hotels.
And travelers are truly investing in their travels—they’re increasing their travel spending compared to previous years, with two-thirds allocating more than $25,000 to their travels (43 percent of Gen Z are spending even more than that).
Another emerging trend points to the luxury set turning against the “Beige-ification of Travel,” noting that they won’t pay for luxury accommodations that feel generic. And seeking out rare, authentic experiences—legacy moments—are becoming the norm among this set. Four in five survey participants say that insider connections unlock the most unforgettable travel moments and 64 percent prefer to navigate a destination with advice from locals rather than AI-driven concierge services and digital guides.
Heritage travel is also top of mind, with over 90 percent seeking experiences that immerse them in history and culture, favoring heritage-rich stays. Additionally, 71 percent are planning multi-generational trips, with a strong demand for spacious accommodations that foster connection to each other and their own family roots.
