Technology provider Arrivia has released its latest “New Luxury Travel Playbook,” which provides insights into aspiring luxury travelers—i.e., those with households with a net worth between $100,000 and $1 million. The study aims to explore how wealth, life stage and generation shape the definition of luxury.
Arrivia, which provides travel loyalty, booking and marketing solutions to suppliers, used an independent research partner that screened the participants based on the below criteria. Here is the methodology:
Between December 23, 2025, and January 13, 2026, Arrivia conducted an online survey of 2,190 travelers aged 18+ who had taken at least one leisure trip in the past two years.
To focus on travelers with the financial capacity to participate in luxury travel, respondents were required to have a household income above $100,000 (with minor children) or $75,000 (without minor children). Results were weighted to be representative of the U.S. population.
Comfort and ease redefine luxury
The findings suggest that luxury travel is becoming less about price and more about quality and ease. In the survey, 34% of respondents rank comfort as the most important attribute when booking a luxury trip or experience, making it the most selected priority.
Convenience, privacy and attentive service are also key markers.
While these opinions hold true across all wealth categories, they are more prevalent among aspiring luxury travelers, demonstrating that for individuals in higher wealth tiers, these qualities are often viewed as baseline expectations.
For aspiring travelers, however, reduced planning complexity can be the defining difference when trading up, underscoring that luxury is no longer defined by a single profile. Instead, many consumers may selectively upgrade parts of a trip while moderating spending elsewhere.
Participation spans generations
The research highlights how luxury engagement appears across generations. Millennials represent the largest share of respondents within the aspiring luxury segment, while Gen Z respondents report strong participation in higher-end experience categories such as luxury sporting events, safari or wilderness excursions and private villa stays.
These patterns indicate that luxury participation does not always align directly with income or accumulated wealth. Instead, many travelers engage with luxury through selective spending decisions tied to their priorities.
Cruise reflects today's definition of modern luxury
Nearly half of the survey respondents have taken a luxury cruise, demonstrating that the category already reaches well beyond a niche audience.
When asked what makes a luxury cruise feel different from a standard one, travelers often point to features tied to comfort and service, including a less crowded atmosphere, refined dining and personalized attention. But the highlight for those who had sailed on a luxury cruise liner in the past is the all-inclusive structure of the experience, reinforcing the appeal of travel options that reduce planning friction.
Special occasions act as a gateway to luxury
For many travelers, luxury purchases are tied to milestone moments rather than routine travel decisions. In the survey, 28% cited "special occasions" as the primary reason for booking a luxury destination activity. These milestone moments, such as anniversaries, celebrations or family trips, often create a natural opportunity for travelers to upgrade specific parts of a trip.
Loyalty programs extend luxury engagement
For loyalty programs, luxury travel presents a tangible engagement opportunity. Arrivia's research finds that 43% of consumers belong to at least one loyalty program offered by a luxury travel brand, with participation particularly strong among Millennials and Gen Z.
When asked how they prefer to use loyalty points or perks, room or suite upgrades ranked first overall, suggesting that many travelers rely on loyalty benefits as a pathway to elevate their travel experience.
"Luxury travel preferences are evolving alongside a broader group of travelers who are willing to trade up when it feels worth it," says Mark Wilson, Senior Vice President, Product Strategy & Operations, Cruise & Tour at Arrivia.
"For loyalty programs, recognizing those behaviors early creates an opportunity to engage travelers as they build their travel habits. Aligning loyalty benefits with what luxury travelers value most—comfort, convenience and ease—can convert occasional luxury purchase into repeat behavior," he added.