The Shift in Luxury Travel Experiences

Skift Take

Luxury travel is evolving beyond traditional splurges with adventure and experiences driving the trend.

Saniya Zanpure

Luxury travel is no longer confined to high-end shopping sprees, spa days, lavish dining, and multiple opportunities to splurge. 

High-income households – those earning more than $150,000 – are now opting for adventure and experiences. 

And what this group wants is important: They contribute about 36% of global travel spending.

The shift is evident in recent research by Arival, which found that affluent travelers generate nearly half (46%) of all spending on experiences, including tours, activities, and attractions. 

The Adventure Seeking Traveler

Arival’s study showed that 59% of American travelers participated in outdoor adventure activities during trips taken in 2023. Luxury adventure travel blends activities with high-quality accommodation and the comfort of lavish amenities and services. 

Skift Research’s Luxury Traveler survey last fall showed that 63% of luxury travelers said they are likely to seek out adventurous activities to enhance their luxury travel experience.

Nature, adventure, and active travel experiences are projected to become a $1 to $1.3 trillion market by 2025. Skift Research’s U.S. Travel Trends survey for the first quarter of 2024 shows that a majority of travelers are willing to spend more on adventure travel for a more luxurious experience.

This trend is more pronounced among younger generations, those aged 18-44, who account for 67% of bookings and 70% of spending among affluent travelers. Skift’s Gen Z and Millennial survey shows that younger adventure travelers are motivated by nature and community. 

Earlier this year, Pelorus, a luxury tour operator of extreme experiences with an average price tag of $140,000, shared with Skift that Generation Alpha (children born after 2010) greatly influences planning these kinds of trips. The company saw 12-year-olds actively contributing to activity recommendations based on their interests, what they learn at school, online research, or nature-based documentaries.

According to Knight Frank’s Wealth Report 2024, the global population of high-net-worth individuals is expected to grow by 28% between 2023 and 2028.