Luxury travel is quietly expanding — and it’s not just billionaires on boats. The most recent McKinsey State of Travel survey finds that 35% of luxury travelers have a net worth of less than one million dollars.
“Wealth is quiet, rich is loud, poor is flashy.” This popular summary of the ideas expressed in the book “Psychology of Money” captures a changing mindset, where flaunting riches is seen as classless. Extravagant vacations give way to private, meaningful escapes, as affluent travelers splurge on big-ticket experiences that embody understated elegance and quiet luxury travel.
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The decline of revenge travel
Revenge travel emerged as a response after years of pandemic restrictions. People indulge in extravagant trips to make up for lost time. Many of these trips prioritize quantity over quality, contributing to the chaos of mass tourism. As a result, travelers are becoming weary of overcrowded destinations, rising prices and the pursuit of viral experiences that often leave them feeling unfulfilled. This shift in mindset now sparks a desire for more intentional travel experiences, paving the way for the quiet luxury movement.
What defines quiet luxury travel?
Quiet luxury isn’t about showing off — it’s about exclusivity, elegance and understated wealth. In travel, this translates to high-end experiences that show refined taste without flaunting. Think of a remote Italian vineyard stay over a crowded Amalfi Coast resort or boutique hotels in remote Tuscany areas instead of the Ritz-Carlton. In fashion terms, it’s like wearing merino wool instead of Chanel across your chest. For the 1%, quiet luxury has become a new marker of sophistication, as true status is defined by access to rare and authentic experiences rather than material excess.
There’s no budget for privacy and discretion
Many well-off families look for seclusion when they travel. With their worlds being as stressful as they come, finding a remote destination where they can unplug in seclusion is the highest priority. The elite is not looking to compete for reservations at viral restaurants or be at a resort packed with influencers. Instead, they prefer private islands and secluded mountain chalets.
There’s also the safety factor, where remote areas reduce the risk of high-profile individuals being a target for thieves. With celebrity homes being a recent target, as one was just reported by the Los Angeles Times, security has been a priority, and being out of the limelight is important, especially when traveling. Nothing screams quiet luxury than going on a trip that few have ever been on in an effort for privacy over spectacle.
Going the distance for meaningful experiences
Popular tourist destinations have become overcrowded with diminished experiences because of revenge travel, leading many to explore the road less traveled. According to Expedia’s 2025 trend report, 63% of consumers are likely to visit lesser-known destinations on their next trip. Instead of superficial luxury, travelers now prioritize authentic cultural immersion and meaningful connections, seeking deeply personal and thoughtful places.
Personalization is crucial in this shift; affluent travelers prefer itineraries tailored to their unique interests instead of generic luxury packages and are willing to pay a premium for these experiences. For instance, CNBC cites that heli-skiing in Antarctica can cost up to $2.2 million, while a polar bear safari in a restricted area of Svalbard, Norway, can set travelers back $300,000. Enjoying the unspoiled beauty of unexplored regions in solitude is a humble brag more than anything.
The rise of owner-operated hotels
In the wake of revenge travel, luxury properties leaned into extravagance and excessive amenities. Now, the same properties are struggling to meet the changing expectations of travelers who are looking for thoughtful and personalized experiences. Authenticity is difficult for larger brands to offer, as standardized services are what drive their profits. That’s where owner-operated hotels, managed by families or individuals, come in to fill the gap.
These boutique properties prioritize attention to detail and genuine connection, going the extra mile to ensure guests feel warm and welcomed during their stay. One notable example is Baur au Lac, a seventh-generation, family-run hotel in Zurich, Switzerland, known for its attentive service and timeless, luxurious rooms. For the owners of Baur au Lac, providing guests with a place to stay is more than just a business; it’s about craftsmanship and a sense of pride in ownership. This level of personalized experience is difficult to replicate in larger luxury brands, where profit margins often take precedence.
Where sustainability comes in
In contrast to what you may think, not all luxury travelers are old. According to McKinsey, 80% of the luxury leisure market are people below 60 years old. Young travelers are willing and able to spend at luxury levels and these customers value sustainability and ethical consumption. Over-the-top breakfast buffets will not appeal to this group who would see this as wasteful. Instead of indulgence, a focus on craftsmanship, quality and thoughtfulness will win over the millennials and Gen Zs who are leading the movement of quiet luxury.
The future of luxury travel
Consumers are getting fatigued by the exorbitant prices they pay at high-end properties that fail to deliver their value. Travelers, especially the younger affluent class, are not looking for overt displays of wealth but rather dupe vacations that prioritize quality over quantity and depth over display. Whether it’s going on a wellness retreat in Kyoto or a private safari in Botswana, the new status symbol isn’t about being seen — it’s about experiencing the world in an intimate way that feels authentic and rewarding.
Zuzana Paar, creator of Amazing Travel Life, is a seasoned traveler and writer who has explored 62 countries and lived in St. Lucia, Dubai, Vienna, Doha and Slovakia. Her work has been featured in Fox News, NY Daily News, MSN and more; she has also appeared live on the Chicago WGN Bob Sirott Radio Show. When she’s not discovering new destinations, she shares travel tips and insider insights to help others experience the world in a unique and unforgettable way.
This article originally appeared on Food Drink Life.
