The trends are telling: travelers aged 41 to 60 dominate the segment, accounting for 38% of the market in 2024, underscoring both their purchasing power and their desire for enriching journeys. The 31 to 40 age group is also expanding rapidly, with a projected 9% annual growth between 2025 and 2030, driven by aspirations for curated experiences promoted on social media and their affinity for digital, personalized luxury.
Within this evolution, booking models are also transforming. Direct engagement with providers represented more than 49% of revenues in 2024, signaling that many travelers value personalized attention that guarantees exclusivity and better terms. At the same time, online travel agencies (OTAs) are gaining ground: they are expected to grow at an annual rate of 9.4% over the same period, appealing to those who prioritize convenience, a wide range of options, and technology-driven smart recommendations.
This transformation is reinforced by technological advances that are reshaping luxury tourism: artificial intelligence delivers hyper-personalized travel itineraries; virtual reality allows travelers to explore destinations before booking; and smart solutions streamline planning into frictionless experiences. Technology integration is no longer a luxury—it has become a fundamental requirement.
Another key driver is wellness tourism, encompassing health retreats, high-end spas, and holistic renewal experiences. This segment has seen explosive growth: in 2021, its global value was estimated at $850.55 billion, with projections pointing to $2.1 trillion by 2030. In North America, wellness tourism represented nearly 40% of the global market in this niche, outpacing other regions.
Industry players are also stepping up. Companies such as Abercrombie & Kent USA, Lindblad Expeditions, Scott Dunn, and Black Tomato lead the way with offerings that include private luxury safaris, exclusive expeditions, and tailor-made cultural getaways. Sustainability likewise holds a privileged place, with services that combine elegance with environmental awareness, responding to the growing interest of discerning travelers in responsible and exclusive options.
Taken together, all these factors converge to transform the landscape of high-end tourism in the U.S. Accumulated wealth, the desire for meaningful experiences, technological innovation, and a more diverse and conscious supply create a synergy that propels the sector toward unforeseen levels of growth. The refinement of luxury is no longer an optional extra—it is the new standard of travel.
