Affluent travellers are focussing on time optimisation over destination-first planning, according to new research by Audley Travel.

In its latest insights report with Globetrender, the luxury tour operator identified seven key trends that are shaping how its high-net-worth clients are booking holidays.

It appears that these shifts – evident in everything from cruise to expedition – are being driven by an increased appreciation for time, as travellers favour unique experiences over ‘tick-the-box’ sightseeing. 

Wealthy tourists now want cohesion and meaning from their itinerary, rather than a hectic schedule that prioritises quantity over quality.

For luxury agents, this means taking a more intentional approach to bespoke travel – being deliberate not only in the selection of experiences, but also in how they are planned and paced.

Port plus

For today’s luxury clients, the traditional cruise model of sailing with short port stops doesn’t cut it.

“Travellers want to see more than just a string of ports,” Jenny Southan, founder of Globetrender, explained. “They want itineraries that integrate sea and land experiences seamlessly.”

In fact, Audley’s country specialists reported a 36% increase in the number of travellers requesting an itinerary with two distinct parts, such as a cruise around Japan with time to explore the hot springs of Hakone, or an Antarctic cruise with a visit to Iguazu Falls on the border of Brazil and Argentina. These itineraries are built with intent, overcoming logistical complexity and delivering a “coherent” story rather than a checklist of activities.

“The point is not necessarily to see more but to maximise time,” Southan added.

Edgebound

High-net-worth travellers don’t just want to see places that are off-limits to the general public – they want to see places their very own peers can’t visit.

“They want stories that few others will have to tell,” Southan explained. “They want to cross thresholds that most people can’t reach geographically, physically or even psychologically.”

Audley’s research found that 24% of millionaires are now seeking experiences that people they personally know haven’t had: admission to private land, out-of-bound properties and even off-the-map locations.

This trend highlights the importance of agents expanding their black book of contacts beyond suppliers to local experts, who can often provide keys to experiences and places that aren’t available on the market.

Brain waves

Enrichment lectures are no longer enough for the intellectual traveller – they want to be part of the research. Audley reports that clients are increasingly asking for access to scientists, conservationists and community leaders, who can provide expert insights as well as a platform for dialogue and debate.

Luxury cruise lines are already responding to this demand, with Ponant’s ‘World Affairs Voyage’ from London to Copenhagen offering onboard and ashore experiences led by historians, journalists, editors and former statesmen.

Soft Expeditioning

For a long time, adventure travel has been associated with extreme challenges – think trekking to Everest Base, glacial hiking in Montana or rafting the Futaleufu River’s Class V rapids.

Today’s luxury travellers, however, are increasingly seeking out ‘soft expeditions’ which deliver the feeling of “achievement without exhaustion.”

“Suffering is no longer a prerequisite,” Southan said, citing examples such as sailing down Namibia's Skeleton Coast or a fly-in cruise to Antarctica.

This trend of soft expeditioning also appeals to working professionals, whose limited annual leave may restrict them from travelling for extended periods. Audley found that these busy clients are looking for shorter trips that promise “maximum adventure” as well as sufficient time to enjoy the destination, such as a week-long cruise with a land exploration before or after.

Women to women

The rise of solo female travel has led to more demand for female tour guides, who can offer unique perspectives as well as instruction on safety and security.

“The female gaze is increasingly shaping the future of travel,” said Southan. “Also, when female travellers choose female guides or business owners, their money flows directly into those pockets.”

More than half of UK bookings are now made by women, while one in five of Audley’s country specialists have also seen a rise in the number of trips being booked by a lead female traveller during 2025.

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Multi-spoke itineraries

More than 70% of Audley’s specialists have reported requests for “multi-spoke itineraries", which cater to a wide variety of interests and abilities without splitting the group.

“For affluent families, compromise is no longer the price of togetherness,” Southan said.

Agents are increasingly designing itineraries to be age inclusive, ensuring the group enjoys the same activity while also personalising the experience for each individual. For example, an excursion to the temple of Angkor in Cambodia’s Siem Rep could see the kids and parents explore the region by mountain bike, while the grandparents see the sites via tuk tuk.

“This isn’t one person’s itinerary with others tagging along; it’s a shared journey that’s truly for everyone,” Southan added.

Concierge curation

For the top 1%, holidays are seen as purposeful chapters in their life story, rather than isolated events to relax and unwind.

“Travel isn’t just a series of getaways but an ongoing narrative about who you are and who you want to become,” said Southan.

Audley’s Private Travel Concierge specialists have reported an increased demand for ‘multi-year travel programmes’, which connect personal milestones (like anniversaries), family obligations (like graduations) and cultural festivals (like Christmas). Many clients are booking up to 24 months in advance, ensuring that their holidays are planned thoughtfully while covering the major events in their lives.