Fewer trips, more meaning.
Economic pressures may not be leading luxury travelers to downgrade. But they may be refining. According to our latest data, 74% are spending the same or more per trip, even as they travel less frequently.
The pattern doesn’t appear to be about cost-cutting, but rather about elevating meaning. Luxury consumers are trading frequent getaways for thoughtfully curated, hard-to-find experiences, using cultural immersion, wellness alignment, or transformational memory-making to justify their investments. Not surprisingly, independent and boutique properties have the advantage here as they may be perceived as delivering on bespoke experiences and personal significance.
Quote from the Tribe:
“It’s not about staying at the most expensive place. It’s about staying somewhere that changes us."
Commercial Takeaway:
Big-name brands still have a relevant opportunity in this trend if they can figure out how to compete without relying solely on consistency or brand fame. Win by highlighting how the hotels in your brand “fit” the discerning story-seeking traveler who is taking more intentional trips.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Luxury Travel Tribe
This study reflects insights based on a blended qualitative and quantitative session with 87 travelers from 9 countries who are high-net-worth and prioritize luxury hotel brands and ADRs.