Affluent Americans Are Spending More on Travel—Here’s How Smart PR Gets You in Front of Them
- Alexandra Avila
- Sep 3
- 5 min read
Lately, I’ve been asked the same question over and over by our international clients and industry friends: “How is the U.S. luxury travel market looking?” And who can blame anyone for wondering? Between the headlines, the politics, and the economic chatter, it would be easy to assume people are closing their wallets and staying put.
But here’s the truth: they’re not. In fact, affluent Americans are doubling down on travel.
According to the 2025 U.S. Travel Study by WSJ Intelligence, 95% of wealthy travelers plan to travel for leisure in the next 12 months. These aren’t casual weekenders, they’re seasoned travelers with an average net worth of $3.43 million, booking 12-day trips well into spring 2026 and beyond.
As Carolyn Romano of The Wall Street Journal put it, “Travel remains something that’s a really important personal investment… People are just valuing it more than they have in the past if they don’t let it affect how they’re investing in it.”
In other words: when the world feels uncertain, the one thing people don’t want to compromise on is the way they escape it.
The Numbers Tell the Story
Spending is up. Travel budgets have grown 10% year-on-year to $20,178.
Confidence is steady. While 91% anticipate some political or economic impact, only 36% believe it will change their own travel plans.
Planning is earlier. 76% of travelers say booking ahead is essential for value and availability.
Cruises are on the rise. Average spend is $14,298 (+12%), and nearly half prefer small-ship luxury experiences—think 350 passengers, not 3,500.
Destinations are bold. From Florida and California to Japan, the U.K., Italy—and yes, even Argentina and Israel, affluent travelers are not shying away.
Beyond “Revenge Travel”: A Structural Shift
The Financial Times recently reported that U.S. tourism defied predictions of a slump, buoyed by high-spending Americans. Luxury hotels in particular were the bright spot, with revenue per available room up 3% year-on-year through July, while midscale and economy hotels slipped behind.
Analysts agree this isn’t just a passing trend. As Goldman Sachs’ Lizzie Dove notes, “I think it’s becoming clearer and clearer that this is a permanent structural shift.”
Think of it this way: vacations have moved from “nice to have” to “non-negotiable.” Consumers are increasingly prioritizing travel over other leisure pastimes. Dinner out might be skipped, but the trip? Booked.
Affluent travelers aren’t just back—they’re booking more, spending more, and seeking more meaningful ways to explore.
What This Means for Independent Luxury
So what does all of this mean for our independent hotels, villas, chalets, and lodges? Simply put: You are what today’s traveler is looking for.
Three defining trends are shaping demand:
Quiet Luxury. Guests want understated elegance, genuine service, and stories that feel personal, not packaged.
Coolcations. With bookings to cooler destinations like the Alps and Scandinavia up 70% this year, it’s not about chasing the sun, it’s about chasing comfort and calm.
Cultural Immersion. More travelers are saying “yes” to hands-on experiences: cooking with local chefs, vineyard tours, artisan workshops. It’s no longer just about where they stay, but how they connect.
How to Capture This Market
In a saturated luxury landscape, standing out isn’t about being bigger, it’s about being truer. Here’s how independent properties can sharpen their marketing and sales strategies to capture affluent travelers right now:
Refine direct booking as a luxury experience. Create a seamless digital journey, reward direct bookings with exclusive inclusions, and offer personalized pre-arrival concierge touches.
Segment and personalize outreach. Use CRM tools to target micro-segments of families, wellness seekers, multi-gen travelers, and tailor messaging to each.
Lead with experiential storytelling. Market moments, not rooms: private vineyard tours, mountain-top yoga, chef-led alpine picnics.
Build strategic partnerships. Collaborate with travel advisors, luxury consortia, lifestyle brands, and private membership clubs to expand reach.
Capitalize on early-booking trends. Launch “book-ahead” campaigns with curated 2026 packages, rewarding forward planning with exclusivity.
Highlight quiet luxury in branding. Dial down the flash, emphasize heritage, craft, and soul, which are qualities affluent travelers crave.
Upsell and cross-sell experiences. Package wellness weeks, culinary retreats, or adventure itineraries, and encourage pre-booking of experiences at the sales stage.
Harness social proof. Curate guest-generated content, highlight forward bookings, and use testimonials to build trust.
Invest in relationships. Position your sales team as trusted advisors who bring their destination insights into conversations, not just rate sheets.
Bottom line: Marketing and sales for independent luxury properties should mirror the guest experience itself—personal, immersive, and thoughtfully curated. It’s less about shouting louder than the chains, and more about whispering to the right people with the right story at the right time.
At REYA, our approach has always been quality over quantity. It’s not about chasing every outlet, but about placing our clients in the right publications, reaching the right audiences, where their offerings resonate and the price tag does not deter.
Elevating Visibility in the Right Places
While inflight magazines largely disappeared post-Covid, we’ve seen a rise in dedicated publications for the private jet market:
Gulfstream’s Nonstop — circulated to every Gulfstream owner and distributed in showrooms.
Curator — a standout publication that fills the void left by Departures US, blending the best of Departures and Robb Report while reaching hundreds of FBOs across the U.S.
Experience by Bombardier and The Gateway by Harrods Aviation — highly targeted, prestige-driven platforms connecting with ultra-affluent travelers.
Reaching the Financially Empowered
To reach readers wealthy enough to invest, we prioritize editorial placements within the very institutions where they bank with publications created by leading financial and credit card companies that combine trust, influence, and direct access to affluent audiences.
Mosaic (Morgan Stanley) — for high-net-worth investment clients.
LUXURY Magazine (Mastercard) — reaching Black Card members.
Centurion (American Express) — exclusively for Centurion Card holders.
Departures International (American Express) — for Platinum Card members.
Essentials (American Express) — another touchpoint within the AmEx luxury ecosystem.
These placements aren’t just about glossy exposure, but intentionally focus at speaking directly to the travelers who are actively investing in unforgettable journeys. By pairing our clients’ unique stories with these highly curated platforms, we ensure their message cuts through the noise of a saturated luxury travel market.
Here are a few of our favorites placements in this niche publications for our clients.
Sheldon Chalet in Nonstop
Pelorus in Nonstop
Cashel Palace in LUXURY
Volcanoes Safaris in Curator
At REYA, we’ve always believed in the resilience of the independent luxury sector. And now, the data proves it: affluent travelers aren’t pulling back, they’re leaning in. They’re spending more, booking further ahead, and seeking exactly what you provide, which is privacy, authenticity, and experiences rooted in place.
So, when I’m asked how the U.S. luxury travel market is looking, my answer is simple: it’s not just strong, it’s evolving. And for independent properties, this is your moment to shine.
Sources:
Media Inquiries:
Alexandra Avila
REYA Communications
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