The report, titled “The New Luxury Travel Playbook,” focuses on aspiring luxury travellers with a net worth between $100,000 and $1 million, examining how wealth, life stage and generational factors influence travel behaviour.
Based on responses from 2,190 U.S. leisure travellers, the findings show that luxury is increasingly defined by comfort and ease rather than price. A total of 34% of respondents identified comfort as the most important factor when booking a luxury trip or experience. Convenience, privacy and attentive service were also highlighted as key attributes.
These preferences are consistent across wealth segments but are particularly pronounced among aspiring luxury travellers, for whom reduced planning complexity can be a decisive factor. The research also indicates that travellers are more likely to selectively upgrade elements of their trip while moderating spending in other areas.
Participation in luxury travel spans multiple generations. Millennials represent the largest share of aspiring luxury travellers, while Gen Z respondents report strong engagement in high-end experiences such as luxury sporting events, safari or wilderness trips and private villa stays.
The report also highlights the role of cruise travel within the luxury segment. Nearly half of respondents have taken a luxury cruise, with features such as less crowded environments, refined dining, personalised service and all-inclusive offerings cited as key differentiators.
Luxury travel decisions are often linked to milestone events. Around 28% of respondents indicated that special occasions, including anniversaries and family celebrations, are the primary reason for booking luxury travel experiences.
Loyalty programmes play a significant role in supporting engagement with luxury travel. The research found that 43% of consumers are members of at least one luxury travel loyalty programme, with participation particularly strong among Millennials and Gen Z. Room or suite upgrades were identified as the most preferred use of loyalty benefits.
Mark Wilson, Senior Vice President, Product Strategy & Operations, Cruise & Tour at arrivia, said: “Luxury travel preferences are evolving alongside a broader group of travelers who are willing to trade up when it feels worth it. For loyalty programs, recognizing those behaviors early creates an opportunity to engage travelers as they build their travel habits. Aligning loyalty benefits with what luxury travelers value most—comfort, convenience and ease—can convert occasional luxury purchase into repeat behavior.”
Tags: luxury travel Mark Wilson arrivia
