Preferred Hotels & Resorts’ first-ever Luxury Travel Report 2025 found that “travel advisors are the new power brokers,” with 84% of respondents saying that a trusted travel advisor is more valuable than time-consuming internet research.
The survey, which was created in partnership with The Harris Poll, polled more than 500 affluent U.S. travelers, defined as having an annual household income of more than $250,000, at least $1 million in total assets and a minimum spend of $10,000 on leisure travel.
Despite an uncertain economy and a growing number of travel advisors reporting impacted bookings, the survey found that demand for luxury travel is high, and that affluent travelers are planning eight leisure trips this year on average, with three being to international destinations.
More than half of respondents expect to increase their travel spending in 2025, with nearly two-thirds of travelers reporting travel budgets of $25,000 or more. Seventy-five percent have adapted their travel habits in response to rising costs and uncertainty by using loyalty points and memberships to offset prices (47%); traveling off-season for better value at high-end hotels (36%); and prioritizing fewer but higher-quality trips (32%).
Most affluent travelers (71%) are planning on taking at least one multigenerational trip in the next year, with the No. 1 driver being to create shared family memories (63%).
Why Luxury Travelers Use Travel Advisors
Saving time is the No. 1 reason an affluent luxury traveler would use a travel advisor, according to the research. Other top reasons (in order) include exclusive experiences or amenities; ability to create a curated itinerary based on personal preferences; avoiding the stress of the planning process; the ability to secure upgrades and perks; and problem-solving assistance during trips.
The majority of travelers (90%) say that the best trips feel effortless yet are expertly crafted.
In addition to confirming the value of travel advisors, most respondents reported that they are “tired of travel itineraries that feel designed by an algorithm rather than authenticity” (74%) and that “the best travel experiences can't be found through social media” (75%).
Similarly, the majority (85%) agree that “private networks and personal connections unlock the most memorable travel moments.”
