Luxury travellers aren’t just chasing five-star hotels or first-class seats anymore, they’re also after meaning, connection, and once-in-a-lifetime moments.
That evolving mindset was at the heart of the conversation at the Preferred Hotels & Resorts Global Conference 2025, held in Singapore on 14 May. In a keynote session titled "The Preferred Life in 2025 and Beyond," Michelle Woodley, president of Preferred Travel Group, unpacked insights from a new luxury travel report created in partnership with The Harris Poll.
According to the report, “luxury travellers reported that they plan to spend more in 2025 than they did in 2024, with 55% of respondents planning to increase their travel budgets,” Woodley shared. Nearly a third expect to spend over US$50,000 on travel this year.
Hotels are also under increasing pressure to deliver more than just accommodation. “89% of luxury travellers said they want a hotel to add to their travel experience, rather than just being a place to sleep,” Woodley said.
Michelle Woodley shared that luxury travellers want meaningful, immersive experiences, with trends pointing to personalisation, heritage, and loyalty as key drivers of their travel choices. Photo Credit: Cheryl Teo
The report identifies five key trends shaping the luxury travel landscape:
Beigification of travel – A term coined by Preferred, this refers to the homogenisation of travel experiences. “72% say they won’t pay for luxury accommodations that look the same as everything else,” Woodley said, highlighting the demand for authenticity and individuality.
Legacy moments – Travellers are shifting from material goods to memorable experiences. “Luxury travellers are planning trips that define the entire year… they’re collecting memorable experiences,” she said. Over 61% expressed interest in “once-in-a-lifetime moments.”
Curation – There’s growing value in bespoke, locally rooted experiences. “Curation is at the heart of modern luxury,” Woodley stated, noting that over 90% of respondents felt the best luxury experiences are “effortless but thoughtfully designed.”
Heritage travel – Travellers increasingly want to connect with history. “More than nine in 10 respondents want to integrate historic experiences into their travel,” Woodley shared, adding that multi-generational trips were a growing segment.
Loyalty assurance – Loyalty programmes remain relevant, with travellers valuing consistency, recognition, and meaningful rewards.
Woodley also addressed the group’s broader business strategy amid economic and geopolitical uncertainty. She detailed Preferred’s business resilience plan, which includes regional marketing strategies, increased focus on MICE sectors, a dedicated social group desk, and an expanded entertainment sales team.
Additionally, Preferred has launched a Travel Advisor portal and extended VIP servicing hours to support the advisor community. “We’ve answered the call of our Travel Advisor community… it’s a time-saver for agents and for us,” she said.
Preferred Hotels & Resorts added 80 new member hotels in 2024 – their strongest year of growth since 2019 – and 25 more have joined so far in 2025.