Service Takes Centre Stage
According to the study, 79% of affluent U.S. travellers say exceptional service is more important than premium products. Comfort, relaxation and peace of mind also remain important elements of the travel experience.
Time as the New Luxury
For 77% of respondents, saving time makes travel feel more luxurious. Among Millennials, that figure rises to 87%. The findings point to a growing demand for smoother, more personalised journeys where convenience becomes part of the luxury itself.
Beyond Traditional Luxury
The research reflects a broader shift in premium travel: luxury is increasingly about removing friction and creating experiences that feel effortless, personalised and well considered.
Source: Collinson Group
