.png)
This year marked my third visit to ILTM in Cannes, the “see and be seen” luxury travel event of the year… and it just keeps getting bigger, hitting a record-breaking 10,000 attendees, including over 3,000 hotel general managers. The show has expanded in every way, with the addition of pre-trips, more announcements, and non-stop parties. I could only attend a few evening events, the amazing IHG drone show over the Mediterranean, orchestrated by Jane Mackie, SVP of Luxury at IHG, and a gorgeous dinner celebrating the one year anniversary of The Fifth Avenue, hosted by Elizabeth Mullins, MD and COO. That said, as I was busy with daily coverage (check out my stories forLuxury Travel Advisor), I missed out on a lot of other fun. Yes, it’s easy to have FOMO at ILTM—there is so much going on!
If the mood at this year’s event is any indication, although luxury travel continues to reach new heights, there’s still plenty of room to grow. In spite of passing mentions of global instability and concerns about reaching a room rate ceiling (average rates at top luxury hotels have doubled since 2019), none of it seems to dampen the insatiable desire to travel. For the well-heeled, travel isn’t just an activity—it’s woven into the fabric of their lives and serves as the lens through which they see the world and themselves (as highlighted in the Travel + Leisure panel).
Reflecting on my reports from 2022 and 2023, certain themes keep reappearing—experiential, authentic, wellness-focused, and slow travel, among them, and I’m not alone in noticing this. Uwern Jong, Experientialist®-in-Chief of OutThere,even made a fun reel of “cliched luxury travel terms", while Pavia Rosati of Fathom created a buzzword bingo card. Got to love their sense of humor!
So, let's see how often you can shout BINGO! from what stood out to me this year!
A New Era of Luxury Travel
The luxury travel industry is entering a transformative era, fueled by financial growth and a greater emphasis on emotional and personal fulfilment. Tina Edmundson, President of Luxury at Marriott International, noted that global wealth grew by 4.2% in 2023. However, the generational wealth by transfer—projected to reach $18.3 trillion globally by 2030—is reshaping the landscape.
As Baby Boomers pass down this wealth, Millennials and Gen Z are emerging as key drivers of change, making up 45% of luxury sales by 2025 and an expected 80% by 2030. These younger generations prioritize experiences and personal connections, viewing travel as a way to share unique stories within their social circles. For many, travel isn’t just a getaway—it’s integral to their identity. Marriott shared these top reasons for luxury travel based on their research:
Focusing on purpose and self-growth
Investing in meaningful relationships
Desiring community based activities
Seeking inspiration and exploration
Leisure travel remains central for the wealthy, with data from American Express Global Travel & Lifestyle Services showing that 60% of luxury travel budgets exceed $40,000 annually, and 84% of affluent travelers plan to maintain or increase that spending. Marriott shared the rise of aspirational luxury travelers—those under 40, often with net worths below $1 million, yet willing to spend a significant portion of their income toward luxury travel.
Florence Quinn, founder of Quinn PR, shared insights from the Travel + Leisure “Evolution of Travel” panel, moderated by Editor-in-Chief Jacqueline Gifford. The panel featured Jack Ezon of Embark Beyond; Keith Waldon of Departure Lounge Travel; Audrey Hendley of American Express Global Travel & Lifestyle Services; and Graeme Davis of Baha Mar.
Travel is evolving into more than a destination—it’s a lens for discovery. Jack Ezon highlighted the growing trend of nontraditional travel groups—couples, friends, and families—connecting through shared passions like sports or hobbies. Keith Waldon and Audrey Hendley pointed to the rise of event travel, where the experience goes far beyond the main attraction. From Taylor Swift-themed suites to the NCAA bringing 20,000 fans to Baha Mar, the focus is on creating over-the-top moments travelers can broadcast back home.
There’s also a growing “wild factor” in luxury travel. Travelers are seeking surprises and personalized delights, from private Andrea Bocelli performances to bespoke pickleball tournaments. As Waldon put it, “They keep raising the bar.”
These shifts reflect the dawn of a new era in luxury hospitality, driven by younger generations’ desire for meaningful, innovative, and boundary-pushing experiences.
At Long Last, Women’s Purchasing Power in Luxury Travel Finally Gets the Spotlight!
Female travelers’ growing purchasing power and influence in luxury travel took center stage during Marriott’s ILTM presentation. Tina Edmundson shared data that women are three times more likely than men to spend on luxury goods. Women drive 80% of luxury travel bookings, according to MMGY research. Virtuoso has dubbed the trend of female solo travelers “Wander Women,” noting that 71% of single traveler bookings are women. Whether planning family vacations or solo escapes, women are shaping the landscape with priorities like wellness, connection, and personal discovery.
Brands are paying attention. David Spooner, VP of Global Brands at Six Senses, shared an exciting new initiative targeting female guests, who make up 51% of their clientele. Six Senses is introducing a program focused on women’s health, particularly menopause and hormonal well-being. Piloted at five properties, the program takes a holistic approach by incorporating breathwork, sound healing, yoga, and personalized nutrition plans developed with renowned menopause expert Dr. Mindy Peltz. Spooner hinted at an upcoming global rollout, promising retreats that redefine luxury through meaningful, health-focused experiences. Another standout program is Woyage (get it? Women + voyage—so cute!) by TAJ Hotels, designed specifically for solo women travelers. The program focuses on safety, comfort, and thoughtfully curated experiences.
All-Inclusive Luxury On the Rise
Gone are the days when all-inclusive meant a compromise in quality. Brands like Regent Seven Seas Cruises and Hyatt are rewriting the script, offering experiences where every detail—from fine dining to excursions and activities—is included. For 2025, Regent is setting a new standard with all-inclusive pricing that covers any class of air travel, as Andrea DeMarco, President of Regent Seven Seas Cruises, explained, “Even at the high end, travelers want to know the total cost up front.”
Multi-Gen & Skip-Gen Travel
Speaking of all-inclusive, these offerings are particularly hot with families embracing the opportunity to travel together, whether as multi-generational groups or skip-gen (grandparents traveling with grandchildren). Several brands are expanding their options to cater to larger families. Mandarin Oriental is doubling down on villa rentals with Mandarin Homes, a collection of exclusive residences set to grow from 25 to 100. Rocco Forte Hotels have seen such success with its three- and four-bedroom villas in Sicily that the brand is planning to expand similar accommodations across properties in Italy.
Slow Travel
According to this year’s ILTM “Buzz vs. Reality” survey, multi-location 'fast' travel is falling out of favor, with 84% of respondents preferring slower, more relaxing holidays. “Time has the greatest value for the luxury traveler,” said Alexis Harding, Global Corporate Communications Director at Belmond. Reflecting this shift, Belmond is leaning into slow travel with epic, mindful journeys like the Britannic Explorer, A Belmond Train, launching in July 2025. This luxury sleeper will traverse England and Wales, blending scenic views, fine dining, and immersive experiences.
Accor’s revived Orient-Express brand is also embracing this trend where the journey is the holiday. The Silenseas yacht, debuting in 2026, will cater to ultra-high-net-worth travelers with $7 million-per-week charters, later opening to individual bookings for stops in Monte Carlo, Nice, and St. Tropez. Meanwhile, the La Dolce Vita Orient Express train, launching in spring 2025, will feature eight Italian itineraries, Italian-designed interiors, and cuisine by three-Michelin-starred chef Heinz Beck.
Health is the New Wealth
The desire for meaningful, unhurried experiences aligns with another major trend highlighted in the ILTM “Buzz vs. Reality” survey presented by TJ Abrams, VP of Global Wellbeing at Hyatt, and Alison Gilmore, ILTM’s Portfolio Director: wellness as a driving force in luxury travel. With nine in ten affluent individuals prioritizing long-term health, the mantra "health is the new wealth" is redefining how brands approach travel. Wellness is projected to reach a staggering $9 trillion by 2028, according to the Global Wellness Institute, with $1 trillion attributed to wellness travel and related businesses.
Wellness remains a key priority in luxury travel, with data from the ILTM “Buzz vs. Reality” survey showing that 62% of travelers consider wellness facilities essential when choosing a hotel, and 54% have taken a planned wellness trip. Trends are evolving, with luxury travelers seeking innovations like nature immersions (52%), health evaluations (37%), and mental health support (33%). Wellness isn’t just personal either—family-friendly wellness trips are on the rise, with 43% of travelers eager to include their children in the experience.
Places to Watch: Australia, Asia, Saudi Arabia, and “Pivot” Destinations in Europe
Emerging destinations are shaping the luxury travel landscape for 2025. Asia is leading the charge, with Thailand enjoying buzz from White Lotus Season 3 (Set-Jetting remains a hot trend!) and Japan continuing to break visitor records. Meanwhile, the Nordics are becoming popular—offering cool relief as climate change makes Southern Europe warmer in the summer.
In the United States, surprising places are popping up as luxury destinations. The newly opened Pendry Natirar, an hour outside Manhattan in Somerset County, New Jersey, a conversion of a historic Tudor-style mansion on a sprawling 500-acre park as a 66-room resort and spa. The CEO of Six Senses Neil Jacobs excitedly shared they are developing RiverStone Estate in Western Pennsylvania, a 77-room resort nestled on 1,200 acres with over 50 miles of trails and 7 miles of riverfront. Yes, new luxury resorts in western Pennsylvania and New Jersey—wait, what?!
Saudi Arabia continues its rise as a luxury destination, propelled by ambitious tourism projects positioning it as the next global travel hub. Most luxury brands highlighted new projects in Saudi, and according to the WTTC, the tourism sector grew by over 32%, contributing a record-breaking SAR 444.3 billion (approximately $37.5 billion) to Saudi’s GDP—representing 11.5% of the country’s economy in 2023.
The Appeal of “Detour” Destinations
"Pivot" or "detour" destinations or as Virtuoso calls them "Ice-olated Escapes" to second cities and lesser-known regions—are on the rise as travelers look to avoid crowded hot spots and new air routes are added. Kensington Tours’ report at ILTM revealed:
70% of respondents are willing to travel further to avoid crowds.
93% love visiting somewhere new, with two-thirds planning to do so on their next trip.
73% want to explore destinations their friends and family haven’t visited.
This desire for novelty and exclusivity is redefining luxury travel, as wealthy travelers seek to “discover” new places.
Australia and Beyond
Australia is seeing a post-pandemic rebound from American travelers, according to Barrett Hollo, Director of Products and Partnerships at SmartFlyer, a global luxury travel agency supporting over 250 independent advisors. Meanwhile, interest in lesser-explored European destinations is growing. Hollo noted increased demand for Scandinavia, Austria, and Slovenia, adding, “Skiing in Europe is bigger than ever.”
Stephanie Fisher, founder of Stephanie Fisher Travel and head of luxury leisure at Brickell Travel, highlighted Slovenia as a rising pivot destination, offering unique experiences as Italy and Greece face over-tourism.
Virtuoso has seen increased bookings in Portugal, Antartica, Iceland, Norway and Morocco.
Emerging Market of Luxury Travelers: India
India is rapidly emerging as a key market in luxury travel, driven by a growing middle class and a surge of first-time tourists. Accor, Hilton, IHG, and Marriott spoke of making investments to capture the attention of Indian travelers, who are exploring both domestic and international destinations at unprecedented rates.According to India’s Ministry of Tourism, 28.2 million Indian nationals traveled abroad in 2023, surpassing the pre-pandemic figure of 26.9 million in 2019. McKinsey projects India’s outbound tourism market will reach $55.4 billion by 2034, with an impressive annual growth rate of over 11%.
Doubling Down on Loyalty Programs
User data is invaluable, and so is the ability to motivate travelers to book directly or through trusted travel advisors. Major brands continue to expand their loyalty programs, with Marriott now boasting over 210 million members and Hyatt growing its World of Hyatt program by 25% this year. Even smaller players are stepping up. Langham launched its Brilliant loyalty program this year, attracting half a million members in just six months.
Global Hotel Alliance, representing 44 hotel groups and over 840 four- and five-star hotels, is also thriving. Its GHA Discovery loyalty program now includes over 29 million members and gains three million new members annually. These programs aren’t just about points; loyalty data is increasingly being leveraged to enhance on-property guest experiences, with AI playing a key role in personalization and service optimization.
Branded Residences + Private Member Clubs
Branded residences continue to thrive in markets like Miami, Dubai, London, and beyond, offering brands a smart way to capitalize on real estate. At ILTM, Maybourne announced its first branded residences in Paris, combining a 100-room hotel with 23 residences, set to open by 2027.
This year, the spotlight shifted to Private Member Clubs. These clubs add an extra layer of exclusivity to a brand while offering a reliable revenue stream. Maybourne plans to launch a private club concept in 2025, featuring townhouses designed for socializing and wellness in cities like Paris and New York. Similarly, Six Senses will debut a private members club alongside its new London property this year.
Fashion Collabs + Retail
Marriott made news this year by collaborating with trendy streetwear brand Late Checkout on stylish co-branded merchandise. Many other brands are embracing the “Resort Core” aesthetic with exclusive partnerships. Maybourne is stepping into retail with a new 2025 venture offering home and fashion lines created by its in-house designers—a bold move blending hospitality with lifestyle.
Heritage: Looking Back to Go Forward
Legacy brands, landmark properties, iconic hotels—has become a must-have across luxury portfolios. Accor is investing big with the relaunch of Orient-Express and its Raffles brand. Belmond has championed this for years, alongside Dorchester, Mandarin Oriental, Maybourne, and others. IHG boasts Regent, Marriott has St. Regis—the list goes on. Barbara Muckermann, Kempinski’s CEO since 2024, highlighted the brand’s storied legacy as the first to open a resort in 1932. This year, Kempinski reopened the Hotel Taschenbergpalais Kempinski Dresden, originally built in 1705 by Augustus the Strong for his mistress and now reimagined as a 180-room hotel.
It doesn’t get any more iconic than the Waldorf-Astoria in New York City, which Hilton announced will reopen in spring 2025. After years of renovations and a billion-dollar investment, the hotel will feature 375 rooms and the return of its famous lobby clock—plus branded residences, of course.
Heritage in luxury often comes down to one thing: incredible real estate. A perfect example is Rosewood’s upcoming Amsterdam hotel, opening in June 2025. The historic former Palace of Justice will be transformed into a 134-room property, offering stunning views of the UNESCO-listed Amsterdam Canal District.
Sustainability: Green Light?
Sustainability was a theme, but perhaps lighter than in previous years. Two brands stood out. Preferred Travel Group CEO Lindsey Ueberroth announced their Climate Action Plan, developed with the Travel Foundation and aligned with the Glasgow Declaration. The goal? To cut carbon emissions by 50% by 2030 and achieve net zero by 2050. They’re tackling this through five key steps: Measure, Decarbonize, Regenerate, Collaborate, and Finance. Meanwhile, Six Senses continues its pioneering Journey to Plastic Freedom, an initiative dating back to the 1990s, which has been streamlined over the years into 82 SOPs. This year, the brand released its Journey to Plastic Freedom Playbook to the broader industry to help other hotels eliminate plastics. Love this!
Travel Advisors Are Influencers for High-Net-Jet-Set
Despite the rise of online booking tools and AI, the importance of travel advisors for ultra-high-net-worth individuals (UHNWI) is growing. J.D. O'Hara, CEO of Internova Travel Group noted, “Travel advisors are becoming the new travel influencers for the High-Net-Jet-Set. They value the personalized, trusted, approach to travel that social media influencers can’t provide.” UHNWIs rely on advisors for exclusive experiences unavailable through online platforms.
Last but NOT Least: Herteliers at ILTM
Thanks for making it this far! Yes, there’s so much content at ILTM, but my favorite part is connecting in person with so many “herteliers” to hear what’s top of mind!! Apologies for not listing everyone (see pics!!). Please stay tuned for interviews from ILTM with Gilda Perez-Alvarado, CEO of Orient-Express and Chief Strategy Officer at Accor; Candice D’Cruz, Vice President of Luxury Brands, Asia at Hilton; and Karen Magee, President of Valerie Wilson Travel.
Thank you to Lucy Clifton and her team at Spotlight Communications for another well-organized and productive ILTM! Until next year...