Beyond possessions

Beyond possessions: the new trends driving luxury travel for UK millionaires

Uncertainty and economic flux may have become the global norm, yet one thing has remained consistent: the desire to spend on cultural currency, namely experiences. Luxury travel has become the ultimate way to cut through the everyday and create something truly unique and memorable.

With 9 in 10 UK millionaires planning to spend on luxury travel this year, up year on year since 2023 (Savanta’s MillionaireVue), it has never been more important to understand what this audience values if your brand wants to capture its share of this spend.

At Savanta, we closely track the evolving attitudes and behaviours of high net worth travellers. Below are three key trends we believe will shape spending priorities in 2026 and beyond

1. Experiences over possessions: collecting stories, not things

UK millionaires are planning to spend more on luxury travel (52%) rather than material goods such as beauty (41%), fashion accessories (41%), or home appliances (36%). This continues a clear shift in priorities, with luxury now defined less by what is owned and more by the stories collected. Travellers are seeking extraordinary, transformative moments, whether that is an expedition to Antarctica, an adventure in the Galápagos, or even a trip to the edge of space.

These experiences deliver status through what is lived and shared. The experience itself becomes the marker of prestige.

Trend in action: Blue Origin, founded by Jeff Bezos in 2000, has developed New Shepard, a reusable suborbital rocket designed to carry paying passengers on short trips to the edge of space. The flights offer a few minutes of weightlessness and an unforgettable view of Earth’s curvature, creating the ultimate in space tourism.

2. Frictionless luxury: the rise of seamless travel

For high net worth travellers in 2025, true luxury is not just about where you go, it is about how effortlessly you get there. Time remains the most precious commodity, with over half of UK millionaires (53%) saying they would choose more time over more luxury items.

From car to jet transfers that skip airport queues, to AI powered concierges coordinating yachts, private jets and hotels with invisible precision, the expectation is for journeys that feel smooth and stress free. Even at the destination, luxury hotels are embracing pre arrival check ins, personalised room settings and invisible payments to remove every possible hassle.

For wealthy travellers, avoiding inconvenience has become as important as accessing exclusivity, a subtle but powerful signal of privilege and control.

Trend in action: La Dolce Vita Orient Express revives the glamour of the classic Orient Express through a new luxury sleeper train. Guests can book private journeys, tailor décor, menus and itineraries, all with an emphasis on a seamless and pampered experience. This slow style of luxury makes travel itself part of the adventure rather than just the means of getting there.

3. Cool-cationing: escaping the heat for cooler luxury

With European summers becoming hotter and less predictable, high net worth travellers are increasingly turning to cool-cationing, choosing escapes to cooler climates. Instead of crowding into the Mediterranean in peak season, many are heading north to Iceland, Scandinavia, the Scottish Highlands or the Canadian Rockies.

These destinations offer more than just relief from blistering heatwaves. They provide unique experiences, from fjord cruises and glacier hikes to private lodges under the northern lights. For affluent travellers, the shift to cooler climates blends wellbeing, novelty and climate consciousness, reshaping the definition of summer luxury.

Trend in action: Luxury tour companies are expanding into cooler destinations, with Alaska proving particularly popular. The Ritz Carlton Yacht Collection now offers private superyacht charters to explore the region’s glaciers, wildlife and rugged landscapes, combining raw natural wonder with the comfort and service that define The Ritz Carlton brand.

So what?

The message is clear: high net worth travellers are not simply buying holidays, they are investing in stories, status and wellbeing. They want experiences that are extraordinary, journeys that are seamless and destinations that reflect their values.

For luxury brands, the opportunity lies in designing travel that feels personalised, effortless and rare. This could mean partnering with operators who can deliver once in a lifetime adventures, investing in technology that removes friction from the customer journey, or repositioning cooler climate escapes as the new summer luxury.

Those who succeed will not only capture a greater share of wallet in 2026 and beyond, they will also build loyalty among an audience that values time, meaning and memory above all else.

To find out more about the work our wealth and luxury team do, or to speak to one of our wealth specialists, please click here.