SAN ANTONIO, Texas (September 23, 2026): As affluent travelers spend more on personalized experiences and increasingly rely on expert guidance to plan them, The Affluent Traveler Collection has increased sales and accepted prestigious partners to meet rising demand.
The invitation-only luxury marketing group announced significant growth during its Symposium, highlighting enhancements to help its upscale advisors sell and market travel experiences. The growth comes as more agencies invest in luxury travel specialization and seek access to ATC’s portfolio of high-end products and programs. All TRAVELSAVERS and NEST agencies are able to market and sell ATC preferred partners.
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Symposium is taking place September 22-24 at JW Marriott San Antonio Hill Country Resort and Spa. The event unites over 250 agency owners, managers and advisors, along with top preferred partners and other industry leaders, to strengthen industry relationships and sales. As luxury travel continues to evolve, Symposium demonstrates how ATC is staying ahead of the curve, enhancing its offerings and equipping advisors to serve affluent travelers today and tomorrow.
ATC Sales Rise by Double Digits
The upscale marketing group reported strong sales increases across its portfolio:
- Luxury guided partners spend per guest increased 45 percent year over year, rising from $14,300 to $20,800 per traveler.
- Luxury ocean sales are up 31 percent, overall cruise average price per day has increased 10 percent year over year, and river cruise sales are up 12 percent.
- Luxury cruise suite bookings are up 33 percent year over year, with associated suite revenue increasing 37 percent.
- Luxury room nights are up 44 percent, with average daily rates up 20 percent - a clear indication that travelers are willing to invest in more elevated experiences.
Projections for 2027 are also positive. Luxury land bookings are averaging 23 percent more per guest than comparable 2026 bookings. Luxury ocean partners are pacing 40 percent ahead, while luxury river bookings are an impressive 84 percent ahead.
Luxury Travel Momentum Continues
ATC’s sales expansion reflects broader momentum across the luxury travel sector. Valued at $1.6 trillion globally, the market is projected to nearly double to $3 trillion by 2033.
Today's affluent travelers are traveling more often, spending more and seeking increasingly customized experiences. Luxury travelers plan to take an average of eight leisure trips over the next year, while annual leisure travel spending among the top one percent of households has climbed 55 percent since 2022 to $74,400.
At the same time, the role of the travel advisor has never been more important. An overwhelming 97 percent of affluent travelers believe advisors are the best way to create personalized travel experiences. A similarly strong 92 percent say working with a travel expert is the only way to achieve a truly luxury travel experience.
"Affluent travelers today are looking for more than a vacation. They want experiences that are meaningful, transformative and tailored to their interests," said Nicole Mazza, ATC Chief Marketing Officer. "Whether it's a multigenerational celebration, a once-in-a-lifetime adventure or a journey focused on wellness and rejuvenation, luxury travelers value expert guidance. That's where our advisors play an indispensable role."
ATC Hotel Portfolio Expands Strategically
To support evolving traveler preferences, ATC continues to grow its global hotel collection strategically, emphasizing unique, authentic properties in sought-after destinations. The ATC hotels and resorts portfolio has accepted 97 new properties into the Collection this past year.
The portfolio includes more than 1,400 hotels and resorts across 90 countries, representing 11 percent growth over 2025. Through ATC's hotel program, clients of affiliated advisors receive complimentary amenities averaging $1,000 in value per stay.
“Luxury travel has become synonymous with customization,” said Mazza. “Sophisticated travelers expect more from a hotel than just a place to sleep. They’re looking for a variety of personalized experiences, including relaxation and wellness. Affluent travelers today anticipate that the hotel will be a central component of their vacation experience.”
Supplier Network Broadens Opportunities
ATC is expanding its supplier portfolio, giving advisors more options to create bespoke experiences around the world.
The OnLocation program now includes 50 destination management companies covering more than 100 countries and regions worldwide. These partners provide local expertise, insider access and customized services that help advisors craft highly personalized itineraries.
An enhanced partnership with Abercrombie & Kent’s DMC partners has expanded opportunities for destinations across Latin America, Asia, the Middle East and the Nordic region. Live Life Safaris offers expertise throughout 12 African nations and the Indian Ocean islands.
In addition, luxury tour operator Audley Travel has joined the network, bringing its expertise in tailor-made journeys designed around each traveler's interests and passions.
Connecting Inspiration to Opportunity
ATC’s investment in consumer marketing programs is proving highly successful at connecting affluent travelers with its luxury specialists through integrated digital and print campaigns.
Lifestyle campaigns, including Vacations of a Lifetime, Suite Life and Epicurean, inspire luxury consumers and generate advisor engagement.
Consumer outreach also expanded significantly, with 5.6 million emails distributed, a 47 percent increase over last year.
ATC further strengthened its consumer presence through The Affluent Traveler magazine, alongside its digital edition. The magazine’s distribution continues to expand into bookstores and first-class airport lounges across North America.
Tags: TRAVELSAVERS and NEST
