What makes travel feel luxurious
Affluent Americans are redefining what makes travel feel luxurious, new Priority Pass research finds
Exceptional service now outweighs premium products, while saving time, reducing friction and creating memorable experiences emerge as defining elements of modern luxury travel
Luxury travel is increasingly being judged not simply by what travelers receive, but by how an experience makes them feel, according to new research from Priority Pass, the world’s original and market-leading airport experiences program. Among the findings:
79% of affluent U.S. travelers say exceptional service is more important than premium products
77% say saving time makes travel feel more luxurious, rising to 87% of Millennials
74% would rather spend money on a luxury experience than a luxury product
70% say a great airport experience influences how they feel about their entire trip
The findings, released at IMM Lux in Las Vegas, point to a traveler who is looking beyond the traditional markers of luxury and placing greater value on experiences that deliver comfort, ease and a sense of being looked after.
When asked what luxury means to them, 76% of affluent travelers associate it with an “exceptional experience.” Yet traditional markers remain important, with premium cabin seating, private space and access to exclusive experiences among the strongest indicators of luxury travel.
That experiential definition becomes particularly apparent when travelers are asked how they want luxury travel to make them feel. Comfort ranks highest (75%), followed by relaxation (63%) and peace of mind (41%). By comparison, just 8% select recognition and 3% belonging.
Christopher Evans, CEO of Collinson International, owner and operator of Priority Pass, said: “Luxury has traditionally been easy to recognize – the premium cabin, the suite, the exclusive space. Those things still matter, but our research suggests travelers are increasingly judging luxury by the outcome it creates for them. Does it make the journey easier? Does it give me time back? Does it make me feel looked after?"
“There is a clear shift from the importance of just the physical seat or food offering to the end-to-end journey, and how all the digital and physical elements come together to create a more seamless, enhanced and memorable experience. When brands get that right, they can build a deeper emotional connection with their customers – and ultimately greater loyalty”
Time is one of the clearest examples of this shift. Almost three-quarters (74%) of affluent U.S. travelers agree that saving time has become one of life’s greatest luxuries, while 77% say saving time specifically makes travel feel more luxurious. The trend is particularly pronounced among Millennials, with 87% saying saving time makes travel feel more luxurious, compared with 79% of Gen Z, 75% of Gen X and 69% of Baby Boomers.
Rather than simply wanting to spend less time traveling, the findings suggest travelers increasingly value greater control over that time – reducing queues, uncertainty and unnecessary friction, while creating more opportunity to enjoy the journey itself.
While the fundamentals remain broadly consistent across generations, different priorities emerge. Gen Z places greater emphasis on relevance, wellbeing, identity and distinctive experiences, while Millennials particularly value time-saving and seamlessness. Gen X looks for tangible evidence that a premium is worth paying, while Baby Boomers place greater emphasis on trusted quality, comfort and consistency. The research in turn highlights a growing challenge for brands: delivering premium experiences to an increasingly diverse audience without making luxury feel standardized. To support this, Priority Pass is implementing a new enterprise-level technology platform leveraging modern data and AI architecture. Together with the global rollout of the new Priority Pass+ app, these enhancements enable greater personalisation within customer engagement and loyalty programmes.
Alongside evolving its core systems, Priority Pass continues to invest in new solutions and services to better support clients’ commercial objectives and meet evolving traveller expectations. This includes the launch of Priority Pass Private, a luxury, full-service airport experience designed to reward discerning travellers with a more elevated and seamless journey through the airport. Further segmented solutions are set to follow, including a new offering designed to support brands with engaging and delighting the affluent traveller through premium experiences. “The future of luxury is no longer just about a premium setting. It will be bespoke experience, tailored to the individual that can save time and give more control of the travel journey back to the consumer so they can create the specific travel experience they are looking for on that particular journey”
“Data and technology can help brands deliver that relevance at scale, but the technology shouldn’t become the experience. The best use of technology will be to remove friction and complexity so that travel feels more intuitive, personal and relevant – while creating more space for the human service and experiences people actually remember.”
The findings form part of new Priority Pass research into the changing expectations of affluent U.S. travelers and will be unveiled at IMM Lux in Las Vegas on September 9.