Luxury Travelers are Tired Of ‘Instagram-Ready’ Destinations, Study Says

Luxury Travelers are over derivative, beige, ‘Instagram-ready’ hotels and are looking for fresher, more deliberately-curated, and sensory-rich experiences, according to a report released by Preferred Hotels & Resorts and The Harris Poll.

The 2025 Luxury Travel Report says these luxury travelers are planning to take at least eight leisure trips and at least 90 percent of them having at least one international trip planned.

The global market research and consulting firm conducted the survey from February 27 to March 10, 2025 and interviewed 503 affluent travelers with a household income of at least $250,000 and total assets worth $1 million. They should also spend at least $10,000 on leisure travel in a year and have at least one leisure trip planned in the year.

“Travelers seek hotels with a unique identity, yet more than half have experienced 'destination disillusionment,' where cities and stays feel indistinguishable,” according to the study.

“Travel Desire is hot, but ‘Beige-ification’ makes everything feel soulless.”

The so-called “Beige-ification” of hotels and destinations involves the prioritization of mass appeal and the uniformity of amenities over “true luxury,” often leading to a copy-and-paste or cookie-cutter effect among these accommodations.

Also Read

A ‘Secret Garden’ is Only the Beginning of This Luxury Boracay Resort’s Sustainability Efforts

InterContinental Singapore Unveils World's First Champagne Drive-Thru

Social Media/ Influencer Hype Won’t Cut It

Affluent travelers are also feeling a sense of burnout from travel itineraries straight out of social medial algorithms and so-called "for you" pages and are seeking destinations untouched by influencers.

“As algorithmic-driven travel experiences continue to disappoint, luxury travelers are seeking experiences not found on social media,” the report said. “Itineraries are based on their specific travel need, rather than designed by what’s trending.”

Seventy-seven percent of respondents agreed that true luxury is escaping the pressure to post and impress people online, while 75 percent also said they preferred to stay in places that are not widely known or advertised.

The report also showed that 40 percent of luxury travelers are less likely to book an accommodation if social media influences constantly hype it up or talk about it. Thirty-eight percent of luxury travelers are also less likely to book a place if it is trending on social media.

More unique accommodations and experiences are likely to influence luxury travelers to hike up their budget and to flip travel dates for these.

“The best luxury experiences feel effortless but are thoughtfully designed behind the scenes,” according to the report. "The accommodation’s uniqueness is just as important as its level of luxury.”

These travelers also consider the design, music, sensory elements as important factors that would make for a top-tier service and an elevated travel experience.

Luxury is Taking In History, Heritage

High-class travelers this year are also hungry for trips with historical and cultural significance intertwined with the destination, since three out in four travelers favor multi-generational trips.

"Over half of luxury travelers are looking for cultural immersion journeys, followed by legacy-building trips and heritage discovery trips," the report said.

About 89 percent of affluent travelers said they would prefer if their hotel accomodations added to the experience of their trip and not just a place to sleep. About 48 percent of respondents also said they seek an authenthic immerssion into a local community when traveling. 

The report also included these culutral and heritage based experiences as part of the "Emerging Luxury" services which also include experiences that are bespoke, insider, hands-on, with sustainability ties, and those that are secluded. Eighty-one percent of respondents considered these amenities and options as very luxurious and desirable.

"Traditional Luxury" services are those with award-winning dining optoins, renowned spas, VIP perks, and world-class amenities at iconic hotels and were still seen as very luxurious as 71 percent of rich travelers thought so.

"The ability to showcase true partnership with local communities are tie-breakers when considering similar luxury properties," the study highlighted. 

"The vast majority want to get up close and personal with the past."