4 Trends That Defined Luxury Travel In 2025

As the year comes to a close, how did the world’s wealthy approach traveling in 2025?
The Forbes Research 2025 High Net Worth Survey, which polled 250 global high-net-worth individuals (HNWIs) with more than $2 million in investable assets between April and May, unveiled key shifts in the travel preferences of the wealthy. For one, they’re increasingly blending business travel with leisure, commonly known as “bleisure.”
From hotel must-haves to credit card travel perks, we unpack four trends from the survey below.
1. The Rise Of Bleisure Travel
Of the 92% of HNWIs who responded, the average planned spend this year on travel was $82,058.
Seventy-nine percent of HNWIs agree that they’re now blending business travel with leisure. The trend is driven mostly by older, wealthier HNWIs, potentially reflecting the flexibility of retirees.
Percentage Of HNWIs Who Participate In Bleisure Travel
HNWIs 61 and over: 87%
HNWIs 40 and over: 61%
HNWIs With $30M Or More In Assets: 86%
HNWIs With $2M to $4.9M In Assets: 58%
2. Sustainability Is An Important Booking Factor
Another burgeoning travel trend in 2025 was the wealthy’s focus on eco-consciousness. The majority of surveyed HNWIs (65%) agreed that environmental sustainability and eco-conscious practices are important factors in their decision to support luxury travel operators and destinations. That’s up significantly from 40% in 2024.
There is a regional gap, with North American travelers lagging behind their global peers who prioritize eco-conscious travel:
Europe, The Middle East And Africa (EMEA): 78%
Asia-Pacific (APAC): 76%
North America: 53%
3. The Wealthy Are Prioritizing Unique Accommodations Over Standardized Luxury
Year-over-year, the wealthy’s preference in hotels remains unchanged, with 81% agreeing that when selecting accommodations, they value unique and immersive experiences over standardized luxury hotel chains.
European HNWIs reported valuing these types of experiences the most compared to other regions:
EMEA: 89% Agree
North America: 81% Agree
APAC: 75% Agree
4. Interest In Travel Credit Card Perks And Upgrades Has Dropped
The survey revealed a decline in the value HNWIs place on financial travel rewards. Sixty-two percent of them said they look for credit cards and financial products that offer travel rewards and perks. While still a strong majority, that’s down from 79% in 2024.
Similarly, the tendency to spend more on travel upgrades declined. Sixty-nine percent of HNWIs agreed they typically spend extra on amenities like better airplane seats and nicer hotel rooms, which is down from 81% last year. Unsurprisingly, spending more on travel upgrades increases with wealth level.
HNWIs Who Agree They Spend Extra On Travel Upgrades: