By Jill Dietz, Director of Hospitality Sales, In2Green
Busting the Myths About Luxury Travelers
If you design for hospitality, you already know luxury is changing. The real question: have your assumptions kept pace? A recent McKinsey report on tourism and hospitality makes the case plainly. Luxury travelers are one of the fastest-growing groups in the market. And they're far more varied than we assume.
We reach for one persona too easily, the ultra-wealthy retiree chasing exclusivity and bespoke everything. Reality is messier. Most luxury travelers today are in their 40s to 60s, not over 60. Plenty are younger couples, families, and multi-generational groups. They read luxury through thoughtful design and personal touches, not sheer opulence.
A More Layered Luxury Market
McKinsey sorts the market into four segments by net worth:
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Ultra Wealthy ($30MM+)
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Very Wealthy ($5MM–$30MM)
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Wealthy ($1MM–$5MM)
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Aspiring ($100K–$1MM)
Here's the part worth sitting with. That aspiring group holds net worths of $100,000 to $1 million. It now makes up about 35% of the luxury-travel market. The strongest growth is in the Wealthy and Aspiring tiers. These guests may not own a private jet. But they spend real money on premium travel. They care about style, storytelling, and feeling more than old-school extravagance.
Younger travelers make this clear. For many Millennials and older Gen Zs, luxury reflects their values. They'll pick a chic, eco-friendly resort over a five-star property that feels stiff. Design matters to them. So does brand identity. And how it all fits together matters most.
Designing for Growth: Focus on the Fastest-Growing Segments
So design with intent. Know exactly who a project is for. Ultra-luxury guests want prestige and deep personalization. Aspiring travelers want memorable design moments and spaces that speak their language. Match the vision to what the guest expects. Do that, and you build spaces that connect, and convert.
Sources: McKinsey & Company, “Updating perceptions about today’s luxury traveler” (2024).
About the Author
Jill has proudly helped grow In2Green, a woman-owned-and-run small business, for over 19 years. She joined as Employee #1 and has served as Head of Hospitality Sales since she started the division in 2016, happily helping hoteliers level-up their room designs and exceed their customer expectations. When she’s not traveling herself to an adventure destination with her husband (preferably near one of her three grown children), she’s out walking her dog Enzo in the hills of the Hudson Valley, NY.
