The concept of extreme luxury in travel for the ultra-rich has significantly changed over the past century. The definition of what constitutes a luxurious travel experience has shifted dramatically, influenced by socio-economic changes, advancements in technology and evolving consumer preferences.
For billionaires and ultra-wealthy individuals, the approach to travel is completely different from most travelers. Almost everything is curated for them through a bespoke travel agent or personal assistant catering to every detail of their preferences to ensure a seamless holiday.
The most important requirement is exclusivity, since wealthy people often do not like to share their vacations with crowds of tourists. Billionaires like to travel in groups or large families and participate in private social activities during their vacations. It also ensures privacy, allowing you to relax and enjoy your time without interruptions.
“Over the last century, the concept of luxury has undergone a significant transformation, reflecting broader social changes and transforming customer tastes,” says Travelworks luxury expert Kostas Panagakis. “From the lavish grand tours of the early 20th century to the highly personalized and sustainable briefs of today, the luxury industry has constantly evolved to meet the aspirations of the most discerning,” he adds. “Going forward, the focus on personalization, exclusivity and sustainability is expected to remain at the heart of the luxury sector, paving the way for increasingly complicated and impactful reporting. “
According to a McKinsey report released in 2024, the perception of luxury among ultra-wealthy travelers has evolved. Looking ahead to 2025, high-net-worth individuals seek global destinations that provide the unique experiences they crave—and are booking their travel now.
The report adds: “High net worth Americans (HNWI) tend to embrace specialized travel agents as true, seek privacy and exclusivity, and prefer exotic destinations. High-net-worth Americans are more likely to book giant suites to maintain privacy and quiet, prefer comprehensive reports with a local feel, and are likely to focus less on hotel brands. High net worth individuals (UHNWI) prefer quiet luxury with personalized service, targeted to remote and personal destinations, available through personal airports or helipads, offering personalized reports not found anywhere else.
These users focus less on hotel brands and more on unique, immersive reports that are deeply connected to the place. This indicates a greater movement within the luxury sector to offer opulence and bespoke enriching items that resonate on a personal level.
A recent report by Virtuoso details: “There is an ongoing demand for exclusive use reports, such as VIP transportation, luxury yachts, and personal residences, as well as itineraries that incorporate next-level stimulation and engagement. Exceptionally high-level reporting requests have more for 89% of Virtuoso’s advisors. The top trends in ultra-luxury come with expedition cruises, exotic destinations (such as Fiji, Maldives, and Thailand), and African safaris.
Billionaire Jeff Bezos had his Superyacht Koru and its support vessel Abeona cruising the Mediterranean this Summer.
Billionaires vacation in the Mediterranean or Caribbean on personal superyachts or chartered trips. Many gigayachts (over 400 feet) feature extravagant amenities such as multiple helipads, movie theaters, hospitals and spas that dwarf even the world’s most exclusive resorts. These ships symbolize power and show the wealth of their owners by demonstrating that the bigger the better. I have seen the largest yachts anchored side by side in places like Capri and Greece, forming the ultimate floating private club.
This summer, numerous billionaires and their yachts were out in force. Among them, Jeff Bezos toured Greece with his 417-foot sailing yacht Koru, along with celebrity friends like Kim Kardashian; billionaire David Geffen toured the Med in his 454-foot megayacht Rising Sun; and billionaire Michael Jordan was with his 244-foot yacht MBrace island-hopping in the Med.
Jonny Dodge hitting balls on a superyacht as experiential travel is rising in popularity with wealthy consumers.
When it comes to billionaires, the scale of what they’re looking for is on a whole new level, says Jonny Dodge, curator of over-luxury and CEO of GP Management. “In our company MyOcean we have noticed a significant increase in enquiries about yachts over a hundred meters. Standard yachts that usually seat 12 visitors are simply not suitable for those clients. They travel with a giant entourage (family, friends, affiliates) and want the area and amenities that only the most giant yachts can offer.
“Destinations are also evolving,” he adds. Typical tours of the South of France or Mykonos are still popular, but there is an increasing demand for off-the-beaten-path tours. Billionaires seek out exclusive destinations and provide exclusive reports that few can claim. We are talking about the remote bays of Southeast Asia, the wild appeal of Patagonia or the virgin coasts of remote islands in the Mediterranean. These consumers need anything that gives them more than luxury: they need adventure, exclusivity, and most importantly, anything that truly reflects who they are today.
Your Sky offers personal charter flights for the ultra-wealthy looking for exclusive experiential adventures.
Forget business or even first class; the wealthy are more likely to take private jets for privacy and convenience. Surprisingly, many ultra-wealthy individuals are using shared ownership charters rather than having the burden of maintaining their own jets.
“Flying commercial isn’t just inconvenient for billionaires—it’s unthinkable. It’s about more than just avoiding the crowds; it’s about maintaining privacy, security, and control over their time,” says Jonny Dodge. “At Your Sky, we can have their favorite meals on the plane, from McDonald’s to caviar or Nobu, yes, really, all three! This level of detail is non-negotiable for our clients. Commercial flights don’t offer the level of privacy or the tailored experience they require. Time and discretion are the ultimate luxuries in their world, and flying private is the only way to ensure both.”
Glide Villa on the Greek island of Paros. One of the most exclusive beachfront villas with kite-in and kite-out in the Mediterranean
The trend among billionaires continues toward renting personal villas or exotic vacation homes that meet their expressed needs. This is due to a preference for privacy and exclusivity. Additionally, the shift from classic vacations to extended stays reflects a broader trend of living and running on the go.
Savvas Savvaidis, President & CEO at Greece Sotheby’s International Realty, says, “As the desires of ultra-wealthy travelers evolve, there is a growing demand for properties that offer much more than just luxury; they must provide unparalleled, tailored experiences. The Glide Villa in Paros is tailor-made for adventurous travelers and kitesurfing enthusiasts; its exceptional location on a private beachfront allows guests to launch directly into the Aegean Sea, offering an incredible advantage for kite surfers—all while maintaining complete privacy. This rare combination of exclusivity and seamless access to adventure makes the villa a magnet for affluent kitesurfing aficionados who prioritize convenience and discretion.”
Aerial view of Villa Treville in Positano, one of the most popular beach resorts on the Italian coast, which attracts wealthy travelers.
Madonna and Jennifer Lopez recently spent their summer holidays at the exclusive Villa Treville in Positano, where legendary General Manager Martino Acampora explains, “Today’s discerning traveler isn’t just looking for luxury—they’re looking for personal touches that make their stay unforgettable. When one of our long-time guests requested a custom upholstery set for their favorite room, it wasn’t just about redesigning the space; it was about creating a home away from home. So, every time they visit, we go full ‘interior design squad,’ ensuring their personal touch is ready and waiting. It’s those unique, thoughtful details that make the difference. After all, true luxury lies in the heartfelt experience, not just the amenities—and that’s exactly what Today’s UHNWI traveler values most.”
Cameron Biafore, co-founder of Global Base, adds: “Billionaires are also less interested in classic resorts and prefer personal villas where they can enjoy the entirety of their surroundings. Younger consumers are looking for ultra-modern, technology-integrated spaces that allow them to stay connected and maintain their lifestyle, no matter where they are in the world; Older consumers are looking for anything that combines luxury and comfort – a position where they can relax and entertain their visitors in an environment that’s completely their own.
Wealthy travelers prefer privacy and comfort, and helicopters are among the most popular options.
Jonny Dodge throws some of the most extravagant custom parties for his wealthy clients at GP Management. “They are overcoming the barriers of personalized travel, and it’s all about scale and exclusivity. We are seeing a developing trend where you don’t just rent yachts or personal jets: you rent entire cruise ships or giant Airbus personal jets to accommodate giant teams of people. This is not a vacation; It’s about creating an experience that brings together large groups of friends for unique, life-changing trips.
“There is a great appetite for adventure, with a preference for everything that no one has done before,” he adds. “We’re talking about personal expeditions to Antarctica where they can explore the last true wilderness on the planet, or luxury cruises that take them to the most remote corners of the planet, all with the highest degrees of comfort and service. It’s not just about trips: they’re trips designed to be shared with giant teams of family, friends, or painting colleagues, which makes it as much about netpainting as it is about adventure.
Micato Safaris prepares you an exclusive luxury in Africa
Dennis Pinto, Managing Director of Micato Safaris, says, “After 60 years of orchestrating safaris, be it for affluent, celebrities, captains of industry, or heads of state, we’ve found that well-heeled travelers want meaningful experiences and unique access, coupled with the inevitable bragging rights, including private satellite communications on demand.”
“In 2025, visitors to Micato will travel by helicopter to the remote Turkana Basin, near Ethiopia, to meet the famous paleoanthropologist Louise Leakey in one of her excavations,” he adds. “They will also sandboard the vast dunes of Kenya’s hidden and virtually inaccessible Suguta Valley, track the elusive snow leopard in India’s Ladakh, venture into South Africa’s Tswalu Game Reserve and take coveted locations in a chase vehicle to serve as a veterinarian. The team launches rhinos from a helicopter and travels to Rwanda to privately track the silverback gorillas with one of Dian Fossey’s guides. Everything from camps, lodges, and jungle villas to all sorts of places. Shipping is for use only.
Looking to the future, billionaires are no longer happy with luxury: they need unique, life-changing experiences. In fact, they have the resources to do so, on a scale beyond imagination.
Ultra rich
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