Like nearly all categories, the luxury category is evolving, driven by demographic shifts, long-term socioeconomic trends and technology, which has increased accessibility as well as redefined what is considered luxury to begin with.
A few decades ago, tourism was about tours and sightseeing. For Affluent Americans today, these wealthy travelers increasingly demand more authentic, unique, immersive and experiential trips. But they don’t fit into a single mold. For destination marketers, that means understanding and catering to their differences and designing itineraries and marketing that speak to them.