“Quiet luxury has always been there. But I think what’s changed is the amplification of social media and the “look at me”, “look at where I am”, “look at my suite”. It has really pushed that ultra-high networth consumer even further into the quiet.”
– Shelby Donley, Global General Manager, UHNW, Virtuoso
The definition of luxury is undergoing a fundamental transformation, decisively shifting away from material possessions and overt logos towards deeply personal experiences and emotional fulfilment. Data from a Capital One study on luxury travellers confirms this, highlighting that the primary drivers of perceived luxury are now comfort, peace of mind, and authenticity—all intrinsically linked to a seamless journey and the removal of friction points.
This new luxury consumer is a connoisseur and collector, favouring highly specific, curated products and immersive travel over traditional, flashy displays of wealth. The preference is overwhelmingly for independent and boutique hotels that reflect the character of their destination, with 89% of the luxury travellers expressing interest in rejecting homogenous, ‘anywhere’ experiences.
The convergence of travel and fashion further illustrates this trend, as the product itself becomes the “souvenir of the experience,” driving spending into travel retail. Loyalty programmes are also evolving beyond ‘mercenary loyalty’—incentivising guests to chase status tiers—to become membership-driven. This new model offers access to exclusive, emotionally resonant experiences and VIP treatment. Looking ahead, the future will be defined by an even greater emphasis on curation and personalisation—powered by both AI and human creativity—and the significant opportunities emerging in global markets such as India, China, and the Middle East.
