Download the complete Ultra 2025 Panel Insights report to explore the trends shaping the future of ultra-luxury travel.
This decade is set to be a transformative period for the luxury travel sector. Wealth is becoming more widely distributed, with women projected to comprise around 11% of global ultra-high-net-worth individuals (UHNWIs) by 2025. As wealth increasingly passes to younger generations, brands aiming to engage an ultra-wealthy audience will need to adapt their strategies to remain relevant to this evolving, broader market.
The ultra-luxury travel industry is experiencing significant growth. The Knight Frank Wealth Report 2024 estimates a 28.1% increase in the global UHNWI population between 2023 and 2028. Alongside regional shifts in wealth distribution, generational changes are also influencing market dynamics.
At Ultra 2025, leaders in luxury travel discussed these trends and transformations. This report offers a concise summary of the key insights from the two panels held during our inaugural event at Atlantis The Royal, Dubai, from 26–30 January 2025.
Summary & Key Findings
At Ultra 2025, attendees gained insights from industry leaders through two engaging panels: “The Making of Icons” and “The Art of Authenticity.”
The UHNWI Distinction
Ultra-high-net-worth individuals (UHNWIs) have unique preferences and expectations in luxury travel, influencing their choice of destinations, experiences, and brand affiliations. They increasingly value once-in-a-lifetime experiences, exceptional service, and privacy over traditional displays of wealth.
The Ultra-Luxury Shift
Wealth dynamics in ultra-luxury travel are evolving. Next-generation travellers place a stronger emphasis on purpose, social impact, and supporting local communities. This trend is shaping the design and delivery of luxury travel experiences to align with these values.
The Key Factor
Emotional intelligence is central to enhancing the ultra-luxury travel experience. By prioritising personalised, memorable experiences, it enables providers to deliver exceptional service and forge meaningful connections with luxury travellers.
What We Discovered
The Making of Icons
“Icons aren’t created – they emerge.” – MPS Puri
What Makes a Brand Truly Iconic
Passion is the key differentiator that elevates a brand into an icon. Equally important is maintaining authenticity across culinary and cultural experiences. A wide range of perspectives contributes significantly to the genuine nature of a brand’s hospitality.
Examples were highlighted from Atlantis The Royal’s signature restaurants, including Mylos, Jaleo by José Andrés, Ariana’s Persian Kitchen, and Dinner by Heston Blumenthal, each offering culturally authentic dining experiences.
Another example is drawn from Atlantis The Royal’s hotel staff, where a team representing 130 nationalities plays a crucial role in fostering meaningful connections with guests and delivering authentic cultural understanding.
How the Ultra-Luxury Traveller Is Evolving
In today’s era of “inheritocracy,” trillions of dollars are transferring from Baby Boomers to Millennials and Gen Zs, leading to shifting priorities.
Younger generations book travel differently than older ones, favouring efficiency over tradition, and simplicity and precision over excess. Millennials and Gen Z travellers seek connection with nature, authenticity, and genuinely transformative experiences.
According to panellists, by 2030, ultra-luxury travel will focus less on traditional cities and more on transformational journeys. The modern UHNW traveller is moving away from familiar destinations like Paris or New York and exploring less-traveled locations such as Japan, Mongolia, and Everest Base Camp.
What Makes Ultra-Luxury Service Exceptional
Emotional Intelligence at the Core
Emotional intelligence is a critical factor in delivering ultra-luxury service. Anticipating a guest’s needs and providing exactly what they want—without them having to ask—creates a seamless, authentic experience rather than one that feels staged.
Even as the ultra-luxury industry evolves, core benchmarks remain essential. Brands must continually meet and exceed these evolving expectations to maintain and grow their clientele.
Insights from Industry Leaders
“The answer is yes – now tell me the question.” – MPS Puri
This captures the mindset required for true ultra-luxury service: anticipating and delivering beyond explicit requests.
“In ultra-luxury, authenticity matters – you need to truly understand what you’re offering, not just sell it as a concept.” – Charles H. Robinson
“The essence of ultra-luxury hospitality lies in exceeding expectations – not just by fulfilling desires, but by shaping new ones.” – Kym Barter
What We Discovered
The Art of Authenticity
“Authenticity is not just about luxury – it’s about relevance to people’s lives and values.” – Dr. Naim Maadad
Defining Authenticity in Ultra-Luxury Travel
Authenticity is highly personal, shaped by relevance, purpose, and human connection. Ultra-luxury brands must adopt a new approach—one that prioritizes personal transformation, removes unnecessary distractions, and helps guests reconnect with their true selves.
Travellers increasingly seek experiences that support local communities, promote sustainability, and contribute meaningfully to local economies. Authenticity is found in shared, genuine moments and experiences that carry purpose and impact.
The Changing Landscape of Ultra-Luxury
While AI is a common topic in the industry, emotional intelligence remains central to luxury hospitality. It is key to providing exceptional service and fostering strong connections with clients.
Human interactions and relationships are becoming increasingly vital in crafting unique and meaningful experiences. This trend emphasizes the importance of hiring skilled, emotionally intelligent staff, supported by proper training and empowerment, to deliver experiences that feel both elevated and personal.
“There is a new archetype of traveller that is really curious – they want to understand the world through a different lens, have different experiences, and genuinely connect.” – Adam Sebba
How Ultra-Luxury Brands Can Enhance Authenticity
Authenticity begins with a clear vision. Instead of chasing trends, brands must understand their core values and deliver them consistently. Travel has evolved from simple relaxation to fostering meaningful connections—with people, places, and knowledge. By designing experiences that cultivate these deep connections, and by carefully considering every element from sourcing materials to hiring staff, brands can create lasting impact and genuine authenticity.
Guests seek experiences that allow them to belong and leave with something meaningful from their travels.
“At The Aerial BVI, we take a different approach to luxury—one that prioritizes personal transformation. Visitors come for the exceptional experience, but they also realize that their stay contributes directly to meaningful global initiatives.” – Britnie Turner
The Future of Ultra-Luxury
Looking ahead, ultra-high-net-worth individuals (UHNWIs) are prioritizing connection with nature, authenticity, transformative experiences, and personalized touches that elevate travel beyond the ordinary.
Key trends shaping the future of ultra-luxury include:
Shifts in wealth distribution
The growing importance of purpose and social impact
Supporting local economies
Emotional intelligence in service delivery
The critical role of people in crafting exceptional experiences
We are witnessing the largest wealth transfer in history. According to Ida Lui of Citi Private Bank, US$100 trillion will pass to Gen Z and Millennial clients over the next decade.
Women are increasingly controlling global wealth. McKinsey & Co predicts that by 2030, women in the US alone will manage US$34 trillion in investable assets—approximately 38%, nearly double the figure from last year, and up from US$7.3 trillion (29%) in 2014.
The priorities of women and younger generations differ significantly. They value purposeful investment, social impact, and being a force for positive change. With more wealth controlled by female clients, there is also a growing need for family offices and platforms that educate, inspire, and enable networking and learning.
These demographic shifts bring fresh perspectives, new expectations, and a redefinition of luxury. The industry must continue to innovate, anticipate the desires of the next generation, and raise the bar higher than ever before.”Understanding your customers—particularly Millennials and Gen Z—is crucial. They represent the next wave of UHNW clients. As trillions of dollars transfer from Baby Boomers to these younger generations, their travel priorities are entirely different.” – MPS Puri
“The ultra-luxury travel market is changing, with families increasingly diversifying their experiences. Older generations are allowing younger members, often in their 30s, to define their own travel preferences and carve out unique journeys.”
Ultra 2026
Atlantis The Royal, Dubai | 25–26 January 2026
Ultra 2026 is designed as a global think tank for visionaries shaping the future of high-end hospitality. More than just an event, Ultra brings together an exclusive community of trailblazers redefining the meaning of luxury. Every aspect of the gathering is carefully curated to inspire innovation, challenge conventions, and create opportunities for meaningful collaboration.
Ultra serves as a platform to connect, discuss, and anticipate the evolving needs of ultra-high-net-worth (UHNW) individuals in the luxury travel sector. The event hosts private travel designers—including Family Offices, Executive Assistants, and Personal Assistants to UHNW clients—alongside prestigious luxury brands from around the world. Ultra fulfills a vital role in the industry by offering a curated experience informed by the expertise of the world’s leading luxury thought leaders.
Event Details:
Ultra 2026 | 25–29 January | Atlantis The Royal, Dubai
