In this context, options away from the urban hustle are also standing out. The Maldives, Seychelles, or certain areas of the Italian Tuscany or French Provence are emerging as temporary sanctuaries for those seeking to disconnect from their hectic schedules and reconnect with physical and mental well-being. The “bleisure” trend—trips that combine business and leisure—has evolved into what some experts now call “executive retreating”: personalized retreats that combine high-level networking activities with relaxation and personal development opportunities, such as mindfulness sessions, private gastronomic experiences, or themed cultural routes.

Efficiency is particularly valued in the planning of these trips. That means everything must be perfectly coordinated: direct or first-class flights, private transfers without waiting, express check-ins, availability of meeting rooms within the accommodation, ultra-fast internet connectivity, and 24/7 assistance. But comfort alone is no longer enough; this audience increasingly seeks purposeful, memorable travel that conveys authenticity. The superficiality of the purely ostentatious has given way to a more intimate form of luxury, one tied to the quality of the experience rather than just the price or exclusivity.

Gastronomy plays a central role in this new way of traveling. Tasting menus by Michelin-starred chefs, private dinners in historic locations or with privileged views, wine or whisky tastings led by international experts, and gourmet pairings crafted by renowned sommeliers are all experiences increasingly integrated into executive travel itineraries. Culinary luxury not only delights but has also become a means of selective socialization, where the exchange of ideas and relationship-building take place in relaxed yet high-level settings.

Added to this is the growing importance of sustainability. Younger executives, especially those linked to creative, tech, or sustainability-driven industries, actively care about the ecological footprint of their travels. They choose accommodations with verified environmental policies, minimize unnecessary transfers, opt for electric or hybrid vehicles, and prioritize experiences that support local commerce or the preservation of the destination’s natural and cultural heritage. This more conscious approach does not conflict with luxury—on the contrary, it redefines it. “Sustainable luxury” is no longer a paradox, but a requirement and a trend that will shape the sector's future.

On the supply side, the market has diversified significantly. In addition to tailor-made packages offered by luxury agencies, the popularity of experiential gift boxes has also increased, allowing people to gift (or self-gift) unique stays and premium getaways. Brands like Smartbox, Wonderbox, or La Vida es Bella have launched specific lines for discerning travelers—for example, five-star hotel stays with spa access, private winery visits with guided tastings, romantic weekends in European capitals with every detail included, or gourmet wine pairing experiences. These products offer instant access to quality experiences with simplified logistics, something highly valued by executive travelers.

Luxury executive travel is also undergoing a quiet but effective digital transformation. It’s less about flashy social media campaigns and more about private platforms and direct, personalized, and secure communication channels. Many trips are now managed through specialized virtual assistants or 24-hour digital concierges, who not only handle logistics but also act as lifestyle advisors. This hybrid figure—part travel planner, part wellness coach, part image consultant—has become an indispensable ally for many high-level professionals.

As the post-pandemic world redefines travelers’ priorities and expectations, the tourism sector must adapt quickly and intelligently. Comfort and safety are no longer enough; emotional connection with the client is essential, as is understanding their values, anticipating their desires, and offering something they can’t find in a standard catalog. In this space, luxury executive travel represents not just a business opportunity for hotels, airlines, operators, and agencies, but also a trend lab that will eventually influence the broader tourism industry.

The executive who travels in 2025 does not do so solely for work. They travel to discover, to be inspired, to recharge, to learn from other cultures, to explore their palate, and to redefine their own limits. They do so with a clear goal: to turn each trip into a transformative experience. Luxury, in that sense, is no longer measured in stars or square meters, but in the quality of the memory, the lasting emotion, and the story they can tell when they return.

Author: Martin Huber

Journalist and international consultant in experiences