The ultra-rich are spending big on ‘make it count’ luxury escapes, with high-end tour operators seeing an unprecedented increase in personalised group trips with price tags of a £250,000 or more

Demand for private islands, exclusive jet travel, and sport and passion-focused experiences has never been greater, fuelled by a near-insatiable appetite for ‘Instagram-worthy’ destinations and the desire to avoid the queues and delays associated with traditional packaged holidays.

As it stands, the luxury travel industry has rebounded to pre-pandemic levels and is currently thriving, with a global market value of US$1.5 trillion and a projected growth of 7.6% until 2030.

To better understand the most significant trends that are currently shaping the travel industry, and what to expect in years to come, The European sat down with Richard Muir of VXO Touring, a leading British luxury tour operator that caters to high-net-worth individuals. Like others, it charges up to £35,000 per person for ultra-exclusive breaks.

What recent trends have you observed in the luxury travel industry, particularly concerning private holidays and bespoke tours?

Richard Muir: Clients are increasingly seeking exclusive-use private properties over hotels, and have a strong interest in specialised experiences such as food, wine, and wellness. History and culture remain key aspects of travel. There is also a notable demand for private aviation and helicopter transfers, especially among golfing clients, to reduce travel time. Hosted touring, especially focused on food and wine, has risen in Europe and the US. Our Skye luxury Touring business, for example, which offers private tours in Scotland, has seen a 280% increase in demand since 2022, particularly for the West Highlands and the Hebrides, including Skye, Islay, Mull, Lewis, and Harris.

How has the demand for private jet charters evolved in the luxury travel market, and what are the key factors driving this demand?

RM: Several factors have driven increased demand in our Jet business. The rise of low-cost airlines has made air travel accessible to many, but long security and passport control queues at most airports remain an issue. Major international airports like Miami, Chicago, LAX, Dubai, and European hubs such as Heathrow, Schiphol, Charles De Gaulle, and Frankfurt are often stressful to navigate, especially with children. Business and first-class lounges are overcrowded and uncomfortable, and onboard service often falls short. Flight delays and lost or delayed luggage add to the frustration.

In contrast, private jet travel offers streamlined landside processing and security, airside vehicle runway access, departure within 15 minutes of boarding, shorter flight times, flexible schedules, one-to-one inflight service, and complete privacy with the aircraft dedicated to you for the duration of your flight.

Tour reporters worldwide are reporting a rise in the number of high-net-worth individuals paying handsomely for bespoke private tours and family holidays, with price tags of £100,000 and more for groups of travellers. What should a family of five expect to pay?

RM: For a family of five with a nanny or three couples traveling from the south of England to Nice, Bordeaux, or San Sebastian for seven nights, the cost starts from £6k per person for a private jet and exclusive-use luxury villa. If the same six-strong group travels to Dubai, the price begins at £23k per person, including a private jet and 5-star hotels. For a group of eight traveling to Tuscany from the south of England on a wine, culture, and food tour, the cost is from £8k per person. This includes a private jet, 5-star hotels, and a fully hosted five-day experience. For a Michelin fine dining tour in Asia, including Hong Kong, Singapore, Bangkok, and the Maldives for seven nights, a group of eight can expect to pay from £35k per person. This covers a private jet from Hong Kong, 5-star hotels, and full hosting. A group of eight on a USA food and wine tour – taking in New York, Chicago or San Franciso – would pay £20k per person for a fully-hosted six-night experience with five-star hotels and private jet.

What are the primary motivations for high-wealth individuals to choose private holidays over traditional travel options?

RM: The ease of traveling by jet and having helicopter transfers virtually to your door are crucial benefits. Privacy and security are paramount, especially for high-net-worth, sporting, and media clients, who value access to off-market properties. Discretion is essential. For our regular clients, having the same team on the ground and in the air builds trust and ensures their needs are met. This familiarity enhances their experience, offering comfort and assurance that they won’t appear in tabloids and that they will be well looked after.

How are luxury travel companies adapting to the increased demand for privacy and exclusivity in their offerings?

RM: I think the leading providers of luxury experiences continually adapt their products to meet all the demands that clients require. The providers of the very top end exclusive luxury holiday destinations have upped their game over recent years which has brought an enhanced portfolio of destinations and products to the market. There is demand from travellers for an ever-increasing level of information on the property, location, history, dining, and available experiences.  Research and a frequently updated data base is critical, and we also visit many locations to understand the geography and meet our partners in the region.

In what ways have travelers’ preferences for experiential and adventure travel influenced the luxury travel industry?

RM: Adventure and experiences have always been part of our itineraries, but food, wine, and health and wellbeing are certainly in demand from our clientele on a more frequent basis. The provision of adventure experiences on every continent is considerable, so much so that you do wonder if people return home for a rest. 

What are some of the most sought-after destinations and experiences in the luxury travel market today?

RM: Private charter yachts are in high demand. The Mediterranean, Cote d’Azur, southern Italy, Sicily, and the Greek islands in summer months are popular, and the Caribbean archipelago in the winter months are frequent enquiries. Private islands and exclusive properties are always in demand, Turks and Caicos and the BVI increasingly. Wine touring is our most in-demand this year, with clients seeking private access to many exclusive world class wineries, including Lafite and Cheval Blanc in Bordeaux and Frescobaldi and Antinori in Tuscany. The most requested activities of our inbound North American clients are golf on Scotland’s finest links, Whisky touring on Speyside and Islay in particular, and the Isle of Skye (Skye appears on a number bucket – must do before you die – lists in the US!)

How has the concept of wellness and health-conscious travel been integrated into luxury holidays?

RM: Wellness and health-conscious experiences are requested with increasing frequency, more often as part of a holiday rather than a dedicated health and wellbeing experience. We’ve never catered for a group who haven’t looked to enjoy the best food and wine, and nightlife, alongside exquisite pampering! Last year, for instance, we designed an eight-day spa and wellbeing experience for a client and her friends in Seychelles and Maldives. Starting in Cape town and finishing in Dubai, the jet was loaded with Bollinger in Cape Town and refilled for the final leg – serious quaffing, but arguably the best way to wellbeing!

What are the key elements that contribute to creating a truly bespoke and memorable luxury travel experience?

RM: We build a full profile of the individual or group to understand the demographic of the party, their likes and dislikes, and the ‘must-dos’ and ‘must-sees’. We also establish everyone’s favourite foods, wines, champagnes, and even preferred brand of bottled water. We do this to create a seamless and stress-free travel experience.

How do luxury travel companies balance the need for personalised service with the scalability of their operations?

RM: In our case, we work with the best and most talented people we can find – from aircraft, yacht and property owners to hotel CEOs, yacht and cabin crew, pilots, captains, butlers, drivers and sector specialists. We only take on business that we as directors and our specialist team can personally oversee and if required host. In our case, this process controls the pace at which we grow. There are companies who will outsource touring (we are often asked to manage Scotland based tours from other companies) but we only accept enquiries for what we can deliver as a company with our trusted partners.

Finally, what future trends do you foresee in the luxury travel industry, and how might they shape the market in the coming years?

RM: We see the luxury travel market divided into two distinct consumer segments: those that want to be seen and associated with the perceived global icons of luxury, and those who seek idyllic destinations and experiences away from prying eyes. They both have loyal followers always seeking to better their experience, and there’s also an industry eager and capable of satisfying the most outrageous, extravagant, or private needs and desires.