How The Ultra-Rich Will Travel In 2025

The concept of extreme luxury in travel has significantly changed over the past century. The definition of what constitutes a luxurious travel experience has shifted dramatically, influenced by socio-economic changes, advancements in technology, and evolving consumer preferences.

For billionaires and ultra-wealthy individuals, the approach to travel is completely different than most travelers. Almost everything is curated for them through a bespoke travel agent or personal assistant catering to every detail of their preferences to ensure a seamless holiday.

The most important requirement is exclusivity, as the wealthy usually dislike sharing their vacations with crowds of tourists. Billionaires often like to travel with a group or extended family and participate in private social activities throughout their vacations. This also guarantees privacy, allowing them to relax and enjoy their time without interruption.

“Over the past century, the concept of luxury in travel has undergone significant transformation, mirroring wider societal developments and changing consumer tastes,” says luxury travel expert Kostas Panagakis from Travelworks. “From the lavish grand tours of the early 20th century to the highly customized and sustainable experiences of today, the luxury travel industry has consistently evolved to satisfy the aspirations of discerning travelers,” he adds. “Looking ahead, the focus on personalization, exclusivity, and sustainability is expected to remain central to the luxury travel sector, paving the way for increasingly sophisticated and impactful experiences.”

What Do The Ultra-Wealthy Really Want?

According to a McKinsey report released in 2024, the perception of luxury among ultra-wealthy travelers has evolved. Looking ahead to 2025, high-net-worth individuals are seeking global destinations that provide the unique experiences they crave and booking their travel now.

The report adds, “High-net-worth individuals (HNWIs) tend to trust boutique travel agents, seek privacy and exclusivity, and favor exotic destinations. Very-high-net-worth individuals are more likely to book large suites to preserve intimacy and tranquility, prefer end-to-end experiences steeped in local ambiance, and may focus less on hotel brand names. Ultra-high-net-worth individuals (UHNWIs) prefer quiet luxury with personalized service—targeting remote, private destinations, accessible via private airports or helipads, that feature tailored experiences available nowhere else.”

These travelers focus less on hotel brand names and more on unique, immersive experiences that connect deeply to the locale. This indicates a larger movement within the luxury travel space to provide both opulence and rewarding bespoke experiences that resonate on a personal level.

A recent Virtuoso travel report details, “There is continued demand for exclusive-use experiences such as VIP transportation, luxury yachts, and private residences, along with itineraries incorporating next-level stimulation and engagement. Requests for these exceptionally high-end experiences have increased for 89 percent of Virtuoso advisors. Leading trends in ultraluxe travel include expedition cruises, exotic destinations (such as Fiji, the Maldives, and Thailand), and African safaris.”

Instagram Worthy Yacht Excursions

Billionaires spend their holidays in the Mediterranean or Caribbean on private superyachts or chartered voyages. Many giga-yachts (over 400 feet) include extravagant amenities such as multiple helicopter platforms, cinemas, hospitals, and spas that surpass even the most exclusive resorts in the world. These boats symbolize power, showcasing their owners’ wealth by proving that bigger is better. I have often noticed the largest yachts anchored near each other in locations like Capri and Greece, forming the ultimate floating private members club.

This summer, numerous billionaires and their yachts were out in force. Among them, Jeff Bezos toured Greece with his 417-foot sailing yacht Koru, along with celebrity friends like Kim Kardashian; Billionaire David Geffen toured the Med in his 454-foot megayacht Rising Sun; and billionaire Michael Jordan was with his 244-foot yacht MBrace island-hopping in the Med.

When it comes to billionaires, the scale of what they’re looking for is on a different level altogether, says extreme luxury curator Jonny Dodge, CEO of GP Management. “At our company MyOcean, we’ve seen a significant uptake in inquiries for 100-meter-plus yachts. The standard yachts that typically accommodate up to 12 guests simply don’t cut it for these clients. They often travel with large entourages—family, friends, business associates—and need the space and amenities that only the biggest yachts can provide.”

“Destinations are also evolving,” he adds. “The typical South of France or Mykonos circuits are still popular, but there’s a growing demand for more off-the-beaten-path locations. Billionaires are looking for unique, bucket-list destinations with exclusive experiences that few others can claim. We’re talking about the secluded bays of Southeast Asia, the rugged beauty of Patagonia, or the untouched coastlines of remote Mediterranean islands. These clients want something that offers more than just luxury—they want adventure, exclusivity, and, most importantly, something that feels truly their own nowadays.”

Never, Ever Fly Commercial

Forget business or even first class; the wealthy are more likely to take private jets for privacy and convenience. Surprisingly, many ultra-wealthy individuals are using shared ownership charters rather than having the burden of maintaining their own jets.

“Flying commercial isn’t just inconvenient for billionaires—it’s unthinkable. It’s about more than just avoiding the crowds; it’s about maintaining privacy, security, and control over their time,” says Jonny Dodge. “At Your Sky, we can have their favorite meals on the plane, from McDonald’s to caviar or Nobu, yes, really, all three! This level of detail is non-negotiable for our clients. Commercial flights don’t offer the level of privacy or the tailored experience they require. Time and discretion are the ultimate luxuries in their world, and flying private is the only way to ensure both.”

Extended Family Villa Retreats

The trend among billionaires is continuing towards renting private villas or utilizing exotic vacation homes that cater to their specific needs. This is driven by a desire for privacy and exclusivity. Also, the shift from traditional holidays to extended stays reflects a broader trend of living and working on the move.

Savvas Savvaidis, President & CEO at Greece Sotheby’s International Realty, says, “As the desires of ultra-wealthy travelers evolve, there is a growing demand for properties that offer much more than just luxury; they must provide unparalleled, tailored experiences. The Glide Villa in Paros is tailor-made for adventurous travelers and kitesurfing enthusiasts; its exceptional location on a private beachfront allows guests to launch directly into the Aegean Sea, offering an incredible advantage for kite surfers—all while maintaining complete privacy. This rare combination of exclusivity and seamless access to adventure makes the villa a magnet for affluent kitesurfing aficionados who prioritize convenience and discretion.”

Madonna and Jennifer Lopez recently spent their summer holidays at the exclusive Villa Treville in Positano, where legendary General Manager Martino Acampora explains, “Today’s discerning traveler isn’t just looking for luxury—they’re looking for personal touches that make their stay unforgettable. When one of our long-time guests requested a custom upholstery set for their favorite room, it wasn’t just about redesigning the space; it was about creating a home away from home. So, every time they visit, we go full ‘interior design squad,’ ensuring their personal touch is ready and waiting. It’s those unique, thoughtful details that make the difference. After all, true luxury lies in the heartfelt experience, not just the amenities—and that’s exactly what Today’s UHNWI traveler values most.”

Global Base co-founder Cameron Biafore adds, “Billionaires are also less interested in traditional resorts, favoring private villas where they can have complete control over their environment. Younger clients seek ultra-modern, tech-integrated spaces that allow them to stay connected and maintain their lifestyle no matter where they are in the world. Older clients are looking for something that blends luxury with comfort—a place where they can relax and entertain guests in a setting that’s entirely their own.”

Bespoke Experiences For Bragging Rights

Jonny Dodge organizes some of the most extravagant custom experiences for his wealthy clients at GP Management. “They are pushing the boundaries of bespoke travel, and it’s all about scale and exclusivity. We’re seeing a growing trend where they’re not just chartering yachts or private jets—they’re chartering entire cruise ships or large Airbus private jets to accommodate big groups of people. This isn’t about a vacation; it’s about creating an experience that brings together large groups of friends for unique life-changing trips.”

“There’s a strong appetite for adventure, with a desire for something that no one else has done before,” he adds. “We’re talking about private expeditions to Antarctica where they can explore the last true wilderness on earth, or luxury cruises that take them to the most remote corners of the globe, all with the highest levels of comfort and service. These aren’t just trips—they’re journeys designed to be shared with large groups of family, friends, or business colleagues, making them as much about community as they are about adventure.”

Dennis Pinto, Managing Director of Micato Safaris, says, “After 60 years of orchestrating safaris, be it for affluent, celebrities, captains of industry, or heads of state, we’ve found that well-heeled travelers want meaningful experiences and unique access, coupled with the inevitable bragging rights, including private satellite communications on demand.”

“In 2025, Micato guests will helicopter to the remote Turkana basin near Ethiopia to meet renowned paleoanthropologist Louise Leakey at one of her digs”, he adds. “They will also sandboard on the vast dunes of the hidden and virtually inaccessible Suguta Valley in Kenya, track the elusive snow leopard in Ladakh in India, venture to South Africa’s Tswalu Game Reserve, and take coveted spots in a chase vehicle to watch a veterinary team dart rhinos from a helicopter, and jet to Rwanda to privately track Silverback gorillas with one of Dian Fossey’s guides. Everything from camps, lodges, and bush villas to all manner of transportation is reserved on an exclusive-use basis.”

Looking forward to the future, billionaires are no longer satisfied with just luxury—they want unique, life-changing experiences. They certainly have the resources to make that happen, often on a scale beyond imagination.

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