Which travel and luxury trends should hotels know about? 

Luxury travel is up year over year and shows no signs of slowing down. The wealthy want to travel, and they want to travel well. Whether you operate a large resort or a secluded retreat, you too can capitalize on the high-end travel boom by keeping up with leading luxury hotel trends, like—  

1. Barefoot luxury  

Barefoot luxury, a travel trend epitomizing luxury and sophistication, is about experiencing the best in a serene, laid-back setting. It typically combines natural, local cultural experiences with exclusive accommodations and top-notch services. Barefoot travelers may seek seclusion, enlightenment, or adventure. However, they also desire all the amenities and services of a superior stay, making this luxurious travel trend a unique blend of relaxation and opulence.   

Understanding and catering to this trend can be a game-changer for your business. In 2022, safari and adventure travel, a staple segment of the barefoot luxury market, was the top travel segment worldwide. It generated over $461 billion in revenue, accounting for 34.2% of all market share. By pairing superior accommodations and exceptional service with a relaxing and tranquil atmosphere, hotels can capture the attention of barefoot travelers seeking their next adventure.   

2. A driving desire for authentic experiences 

Exclusivity has always been a part of luxury travel, but authenticity leads the luxury market in 2024. Like event planners and leisure travelers, individuals in the luxury lane want their travel choices to include more engaging and immersive cultural experiences. Similarly, just as planners are willing to pay higher rates for more exceptional venue experiences, luxury travelers are happy to dole out the cash for once-in-a-lifetime experiences.   

3. Cross-brand alliances 

Some luxury brands are teaming up to form cross-brand alliances, making exceptional, streamlined travel experiences easier to provide. For example, SNCF Group, the legendary French railway company with the Orient Express brand, partnered with Accor Hotels to provide superior, streamlined services to their clientele. By pairing unique transportation options, like branded sailing ships and restored railway cars, with exceptional venues, Accor is fostering one-of-a-kind, streamlined traveler journeys. Deloitte industry experts describe the emerging trend as a “collaboration across the luxury brand ecosystem.”  

4. Conservation-focused luxury travel  

For hotels at every level, going green is no longer a choice; it’s a necessity. From branded properties to boutique hotels, the desire for eco-conscious travel impacts every market, hotel, and guest travel segment, including luxury travelers.   

Sustainability is vital to hotel success in the luxury sector as more travelers seek carbon-neutral flights, eco-friendly hotels, and other green solutions. Additionally, conservation-focused travel experiences are rising among high-end, eco-conscious travelers, and hotels that invest in sustainable solutions have a better chance of capturing their business.   

5. Increasing off-season demand 

In line with the increased desire for culturally immersive luxury travel, members of this market segment are showing increased interest in off-season travel experiences. According to Ignacio Maza, senior advisor of Signature Travel Network, “Off-season is the new peak season.” But why?   

When travel demand for a popular destination is low, affluent travelers get more opportunities to immerse themselves in it and engage with the culture without the hustle and bustle of peak vacation season. They can explore new places, find unique venues, and experience travel differently. By highlighting their destination’s unique off-season activities and events, hotels can win more luxury travel business from those seeking precisely that.   

6. Luxury travel for well-being 

Since the COVID-19 pandemic, we’ve seen an increased focus on wellness and well-being, and that trend is here to stay. Currently valued at over $600 billion, the wellness travel market will continue to grow, and industry experts anticipate it will reach $1.1 trillion by 2025. Moreover, years of uncertainty and limitations permanently changed how we think about travel—and wellness. For many, achieving and maintaining a general sense of well-being has become a top priority.  

Exclusive travel opportunities, health, and well-being align in luxury wellness tourism, one of the most significant trends driving high-end travel this year. From detox vacations at wellness hotels and next-gen biohacking beach vacations to sexual intimacy private island retreats and guided jungle expeditions, wealthy travelers are flocking to unique locations to heal the mind, body, and spirit.  

Top luxury travel destinations in 2024 

With a deeper understanding of what’s driving luxury travel this year, let’s look at some of the most desirable destinations they’re jetting off to. Although the upper echelon travels to every corner of the world, a few locations stand out as emerging destinations for the rich, famous, and well-connected.   

• Costa Rica 

Renty, a luxury car rental brand, reviewed how high various luxury travel destinations worldwide ranked in search volume throughout 2023. With more than 34,247 searches per month in the U.S., Costa Rica came in at the top of the list. With gorgeous beaches, engaging excursions, lush rainforests, and welcoming locals, it’s no wonder why Travel + Leisure named Costa Rica 2024’s Destination of the Year.   

Where should luxury travelers stay?  

The forests and beaches of Costa Rica offer ample accommodations for travelers of all financial statuses to choose from. Visitors seeking a luxurious stay should consider the Springs Resort & Spa at Arenal, a stunning independent luxury hotel and event venue. Sitting high in the volcano region of La Fortunata, Springs Resort & Spa boasts various awards for its view, atmosphere, and popularity.  

• Iceland 

With one of Earth's most incredible and unique landscapes, Iceland is fast becoming a popular destination for luxury travelers worldwide. Iceland’s offerings are as diverse as its views, with some for every traveler type, including:   

• Extended stay visitors 

• Private parties  

• Tour groups 

• Health-conscious guests 

• Tech-minded tourists 

• Eco-friendly adventurers   

Many wealthy travelers who want to see the world have Arctic Iceland on their bucket list. Its scenery provides an unforgettable experience for all interested in meaningful, mesmerizing travel. Visitors can view the northern lights, hire a private excursion guide, or warm up with a dip in all-natural, mineral-rich hot springs.  

Where should luxury travelers stay? 

Immerse yourself in Nordic culture with a stay at The Viking Hotel. The Viking Hotel is a one-stop shop for luxury-level Icelandic hospitality with 42 luxurious guestrooms, an on-site restaurant, thematic décor, and more.              

• Bali 

Bali was the third highest-ranking luxury travel destination search in the U.S., with more than 27,331 monthly searches, according to Renty’s research. Featuring some of Indonesia’s most breathtaking scenery, Bali holds lush plantations, white sand beaches, isolated temples, and much more. The Bali Sun identified four distinct locations as up-and-coming destinations for bucket list-level luxury travel in Bali: Sideman, Seseh, Medew, and Munduk.   

Where should luxury travelers stay? 

If you want to soak up Bali’s stunning natural beauty surrounded by rustic elegance, look no further than Munduk Heaven Luxury Villas. The high-end resort features ornate décor, floating villas, and breathtaking balcony views of the surrounding forest. If dramatic valley views and private infinity pools suit your style, Viceroy Bali might be more up your alley. The luxurious family-run retreat features 40 secluded villas surrounded by swaying palm trees, romance, and adventure.   

• Kyoto 

Once the imperial capital, Kyoto, Japan is emerging as one of the globe’s hottest luxury travel destinations. Attracting affluent travelers seeking to celebrate the rich culture and long-standing Japanese traditions, like traditional Zen gardens, bamboo groves, palaces, and numerous UNESCO World Heritage sites, Kyoto provides an unforgettable atmosphere of culture, history, art, nature, and luxury.   

Where should luxury travelers stay? 

Kyoto visitors can trust Suiran, The Luxury Hotel Collection, from Marriott Bonvoy for an upscale stay with a brand they trust. While easily accessible to the nearest airport, guests will find seclusion and tranquility at Suiran, as the intimate and elegant property holds 39 spacious but private guestrooms.   

Luxury in business travel  

You’ve heard of bleisure travel, but have you ever heard of bluxury travel? If not, get ready, because bluxury (business + luxury) travel is taking off. An evolution of bleisure, bluxury travel incorporates luxurious elements into the business travel experience. Even while traveling for work, luxury is appreciated and can make a hotel stay more memorable.   

Many corporate jet setters want to elevate routine business travel with luxury services, attraction packages, upgraded amenities, or their families. A 2024 Virtuoso Luxe Report points to family-focused travelers as some of the biggest spenders in the high-end travel market. As more business travelers seek to extend corporate travel to include leisure activities or family fun, hotels have a unique opportunity to capture the attention of affluent visitors who want guests to accompany them on business travel.   

Frequently asked questions 

Looking for more information about what luxury hotel guests want or what to expect from the latest in travel and luxury?   

1. Is luxury travel really booming? 

It sure is! Not only has the luxury travel market rebounded to pre-pandemic levels, but it exceeds them and shows no signs of slowing down. With an estimated global value of 2.33 trillion by 2030, the growth trajectory will continue, generating valuable revenue for luxury destination economies and the hospitality and tourism industries.  

2. What are luxury travelers looking for? 

Luxury travelers expect a lot from their travel partners, whether they’re booking agents or host hotel staff. Although they still expect exclusive amenities, services, and accommodations, many of today’s high-end guests are looking for something more. Modern luxury travelers are looking for an utterly unique experience, something one-of-a-kind, culturally immersive, and completely unforgettable.   

3. What is the “coolcation” trend in travel? 

“Coolcationing” is a popular travel trend involving destinations offering peaceful environments and milder temperatures, allowing travelers to relax and escape the heat. Travelers journey to remote destinations worldwide to beat increasing temperatures, from Iceland to Scotland and the Baltic nations to the Arctic. A great way to spend the summer, Conde Nast named “coolcationing” one of 2024’s biggest travel trends to watch.   

Use your knowledge of luxury travel trends to attract high-end business.  

Now that you know where the luxury travel market is going, you’re ready to elevate your offerings to capture the attention of high-end guests. Identify which luxury travel trends your property can harness, using them to create enticing marketing campaigns that draw affluent adventurers to your area.  

Find insightful ideas, strategic tips, and resource recommendations in The Complete Guide to Luxury Hotel Marketing.