By Jill Dietz, Director of Hospitality Sales, In2Green
Busting the Myths About Luxury Travelers
As a hospitality design professional, you already know that luxury is evolving. But are your design assumptions keeping up? According to a recent McKinsey report on tourism and hospitality, luxury travelers are not only one of the fastest-growing segments in the market—they're also far more diverse than we often give them credit for.
Too often, we default to a singular persona: the ultra-wealthy retiree chasing exclusivity and bespoke experiences. But the reality is more nuanced. Most luxury travelers today are in their 40s to 60s, not over 60. Many are younger couples, families, and even multi-generational groups who define luxury not just by opulence, but by thoughtful design, personal touches, and shared values.
Understanding the New Luxury Landscape
The McKinsey study identifies four key segments based on 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 ($500K-$1MM)
The growth is most significant in the Wealthy and Aspiring segments—guests who may not own private jets, but who are investing heavily in premium travel experiences. These guests prioritize style, storytelling, and emotional resonance over traditional extravagance.
Younger travelers in particular (often Millennials or older Gen Zs) see luxury as an expression of their lifestyle and values. They might choose a chic, eco-friendly resort over a five-star property that feels overly formal or impersonal. For them, design matters. Brand identity matters. And how it all comes together matters most.
Designing for Growth: Focus on the Fastest-Growing Segments
The takeaway? Design with intention. Know who your project is targeting. Ultra-luxury guests want hyper-personalization and prestige. Aspiring luxury travelers want memorable design moments, experiential amenities, and spaces that speak their language. By aligning design vision with guest expectations, you create hospitality environments that truly connect—and convert.
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.
