Luxury used to mean more: more buzz, more tables, more people who “know.” Now it means the opposite — the right kind of empty.
Travel advisors are literally tracking the shift. In Virtuoso’s 2025 Luxe Report (based on input from 2,200+ luxury travel advisors across 58 countries), “exclusive use” — think private villas, yachts, private jets — lands as a top trend, right alongside beach resort stays and cultural immersion. And when it comes to “sustainable tourism,” avoiding over-touristed destinations shows up as a key thing clients are likely to support.
That’s the new status symbol: space you don’t have to share.
The new luxury mood: low density, high intention
Another recent industry survey (Recommend’s Luxury Trends Report 2025) puts the lodging preference in plain language: travelers are choosing “intimate boutique or design-forward hotels.” And over half of respondents (51%) say their clients select accommodations based on proximity to cultural or natural experiences — which is another way of saying: give me the view, not the scene.
The why is emotional, not logistical:
- crowded hotspots feel like work
- privacy reads like safety
- nature reads like clarity
- spaciousness reads like wealth you can feel
Even big hotel brands are leaning into the psychology. Hilton’s 2025 trends content notes luxury travelers cite “disconnecting from digital devices” as a core reason to travel, and references McKinsey research on how large the luxury leisure segment is under age 60 — the group that’s most likely to trade “party energy” for “recovery energy.”
What “uncrowded” looks like in 2026
It’s not just a private island fantasy. It’s design choices:
- private villas (space + control + silence on demand)
- low-key boutique resorts (fewer keys, better pacing)
- nature-framed hideaways (you’re not escaping life — you’re editing it)
A clean example: Secrets Tides Punta Cana. Hyatt positions it as an “idyllic seaside haven” in Uvero Alto, and highlights “Preferred Club” perks that are basically a privacy stack — upgraded suites, lounge access, plus private/semi-private pool and beach areas. The brand language is romance, but the product is room to breathe.
Today’s traveler isn’t chasing the hottest place. They’re buying back their nervous system.
People are no longer asking “Where is everyone going?” but “Where will it feel like we’re the only ones there?”
EMIRA
