ALTIANT Global Luxury AND ASSET MANAGEMENT (GLAM) MONITOR
Q3 2026 RELEASE
I
Q3 2026 RELEASE I
Quarterly GLAM Monitor: Q3 2026
Release date: September 2026
Lars Long - Founder & CEO, Altiant
Welcome to the newest edition of Altiant’s Global Luxury and Asset Management (GLAM) Monitor. The monitor focuses on the behaviours and sentiments of our panel of validated global affluent/High Net Worth Individuals.
For GLAM, we have now conducted 15,500 interviews to construct a comprehensive and evolving view of luxury sentiment and behaviour. The eight years of study so far clearly show the significant change and disruption which the world has seen in that period. We hope that the future findings continue to assist your business strategies and decisions in the years ahead.
Like 2025, 2026 continues to be a year in a rush, with rapidly developing opportunities and threats for the luxury industry. While some brands have found the going tough, others thrived. The US/Israel war with Iran, along with the ongoing Russia/Ukraine war, continue to have an impact globally. Issues such as the energy and climate crises, ongoing tariff uncertainties and inflation also have an enduring impact on affluent sentiment.
All of the data is available within Tableau so that you can reformulate the results according to your own preferences. Age, gender, region and household income filters will enable you to interact with the data and cut it in different ways to identify key variances and trends.
We welcome the free and fair use of our data to meet your individual and business objectives, only asking that you clearly link your readers to the source of the data whenever applicable. As we publish additional iterations, trends will continue to strengthen, enabling you to further enhance your understanding of global luxury consumers. In the event you have any questions about the data, please contact us at glam@altiant.com
Altiant Founder and CEO, Lars Long
INTRODUCTION TO THE RESEARCH
All data presented in this GLAM monitor has been sourced from Altiant’s manually validated in-house panel of Affluent and High Net Worth Individuals (HNWIs), Luxury Opinions©. This iteration reports on Q3 2026 but will also include trended data from the trackers’ previous quarters. For any additional questions about this research, please contact glam@altiant.com.
METHODOLOGY
We continue to survey different members of our global panel whenever possible, trying to survey all respondents once a year at most. For this quarter, 471 affluent/HNWIs were surveyed between July and September 2026, with 166 in Europe, 164 in North America and 141 in Asia Pacific. Almost a third (32%) of the Q3 sample was aged 18-39, with 68%aged 40+. The sample was split 54:46 M:F in terms of gender. Since starting the tracker in Q3 2018, we have now conducted a total of more than 15,000 interviews, 33% of whom were among aged 18-39s (67% over-40) and split 51:49by gender.
MEDIAN HOUSEHOLD INCOME AND INVESTIBLE ASSETS
Normalised to USD, the Q3 sample had a high level of wealth: a median household income (HHI) of $405k, while the median investible assets (IA) stood at just over $1.375m (exchange rates as per end of September 2026). This brought the median HHI across all 8 years’ of study so far to $275k, while the median IA stands at $920,000.
In Q2 2026 we revised the question asking about the respondents’ sources of wealth, adapting it to account for any/all significant contributions to their wealth. Across both quarters so far, the leading categories cited are:
· Personal investments: 78%, peaking in the US at 90%
· Savings through earnings: 74%, peaking in the US at 79%
· Profit from an investment property: 34%
· Inheritance: 29%, falling to 22% in APAC
· Business sale(s): 14%
GLAM 5-YEAR
In July 2025, we released a GLAM Monitor Report, which collects five years of continuous and detailed data collection, marking a sustained contribution to thought leadership in luxury and asset management research. DISCOVER THE REPORT AND MAIN INSIGHT
STUDIED POPULATIOn
KEY QUARTERLY points
The share of wealthy individuals who took a luxury holiday with the past year reached 91% in Q3, with 73% taking multiple trips, both representing new tracker high points.
The median annual travel spending also jumped to a new tracker high of almost $14,000, nearly a $2,000 rise vs the previous quarter alone.
Another tracker high point came from 32% saying that they had been to a wellness retreat over the past 12 months, with 40% expecting to visit one within the next year.
Concern about global geopolitical stability eased a little in Q3, down to 56% from 69% in Q2.
A new tracker high of 28% stated that they are very knowledgeable about the stock market, a significant increase vs Q2.
Projected charitable donations for the year ahead jumped from 13% to 22% in Q3, one of the highest tracker points so far.
While two in five (58%) say that they are spending about the same amount of time online as last year, 25% have reduced this (vs 17% who are doing so more often).
LUXURY PURCHASES
LUXURY BEHAVIOUR
“Which of the following words best represents yourself when it comes to luxury and wealth?”
Base: 3,310 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThis question was introduced for 2025, with respondents using an 11-point slider to indicate which words from the following pairs best sums them up (6 being the mid-point). The numbers below represent a net of the five points closest towards each word (bottom 5/top 5), with the balance remaining in the mid-point. While most pairs are reasonably even between the two extremes, there is a clear preference for established brands (55%) and brand-specific/standalone products (58%) rather than niche brands and collaborations (also see our new Collaborations report for more detail).
· Saving vs Spending: 48% vs 37%
· Established brands vs Niche brands: 55% vs 30%
· Local/regional brands vs International brands: 38% vs 47%
· Fast vs Slow: 46% vs 34%
· Modern vs Traditional: 53% vs 32%
· Physical vs Digital: 41% vs 44%
· Brand collaborations vs Standalone products: 21% vs 58%
PAST LUXURY PURCHASES (Past 12 Months)
“In which of the following categories have you purchased a luxury brand or service within the past year?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThe travel industry remains in rude health overall, with experiences coming to the fore. The war in Iran has undoubtedly had an impact on travel destinations, as seen in the Focus on Travel section. Nevertheless, the share of wealthy individuals who said that they had taken a luxury holiday reached a new tracker peak of 91% in Q3 2026, with 73%taking multiple trips within the past year, another high point. Tourism remains firmly at the top of the list for share of category purchases and a little way ahead of the nearest cluster of other categories.
Various others such as wealth management services, designer fashion, alcohol, electronics and cosmetics/fragrances remain popular and were purchased by 70-80% within the past year. Purchases of leather goods and cosmetics/fragrances see a clear skew towards women, while men are more likely to buy watches and use wealth management services. Luxury automotive (49%), high-end audio (48%) and art and collectibles (44%) remain the least likely categories to have been purchased within the past year.
“Approximately how much did you spend in total in the following categories last year?”
Base: global affluent/HNWIs who made purchase(s) in the relevant categories | Source: LuxuryOpinions®/AltiantAmong the typically lower-priced categories, fragrances had a median normalised spend of just under $1,000, a short way behind cosmetics ($1,500), leather goods ($3,000) and designer fashion ($3,500). Travel had the highest median annual spend and is the only category to exceed $10,000: spending jumped to almost $14,000, nearly a $2,000 rise vs the previous quarter alone and comfortably a new tracker high.
Watches followed a short way behind ($10,000), with jewellery at $8,750, high-end audio at $5,250 and electronicsjust short of the $4,750 mark. Wellness (e.g. spas/retreats, treatments, coaching, longevity) was introduced as its own category from Q2 and is evidently something which many affluent/HNWIs attach a lot of importance to: median annual spend was just over $5,000 in Q3.
Luxury Purchase Intent (Next 12 Months)
“Do you expect to spend more or less in the next 12 months, compared to the last 12 months?” - Active buyers, past 12m
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantPurchasing trends remained somewhat consistent across 2024 but saw a clear and significant shift in 2025 with a cautious mentality prevailing. Many brands have reported difficult sales periods recently, with purchasing intentions in several categories giving further challenges into 2026/27.
Projected spending remained broadly flat vs the previous quarters, although several categories continue to see a relatively high share of potential cutting back. High-end audio (47%), automotive (36%), electronics (34%) and watches (33%) have the highest share of current category users planning to reduce their spend in the year ahead. Various other categories such as jewellery (28%), leather goods (28%) and art and collectibles (26%) also saw around a quarter of their current buyers planning to spend less over the next year.
Overall, travel and wealth management are the best performers, with just under 10% expecting to cut back. Indeed, 41% and 45% respectively expect to increase their spending in these categories in the year ahead. Many affluent/HNWIs appear to want to plan financially for unforeseen events like international conflict, political change or to hedge against inflation. Wellness was introduced as a new category measure in Q2, with 29% of current wellness customers planning to increase their spend in 2026/27, 14% cutting back and the remaining 57% spending about the same.
“You mentioned that you have not purchased luxury items from the following categories within the last year/Do you think you will make purchases in any of these categories within the next year?”
Among non-category buyers, relatively few expect to start purchasing within the next year. Travel is the category which may be able to attract renewed travellers, with 41% expecting to take at least one trip again in the next 12 months. Automotive, electronics and wealth management also have just over one quarter of potential new customers converting into the category in the year ahead. All of the other categories only have around one in five current non-buyers who expect to start doing so in 2026/27.
PURCHASE CHANNELS
“Within the past 12 months, how have you purchased luxury brands or services?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantPrior to Covid-19, the share of consumers buying luxury goods/services in a physical store hovered around the 85% mark. This fell as low as 67% in Q2 2021 and while there were some fluctuations across 2022 and early 2023, it stabilised around the 80% mark across 2024/25, nudging up slightly to 85% in this quarter.
The past two years have also seen a notable uplift in online luxury shopping, although this too saw some fluctuation over the past year. As of Q3 2026, 61% said that they had purchased luxury goods or services via their computer/laptop, rising to 78% of Americans but down to nearly half that level in APAC. Purchases via mobiles remained broadly flat in Q3 at 50%, while those via tablets moved up to 26%. Men and over-40s remain the least likely to have shopped via electronic devices.
SOCIAL MEDIA INTERACTIONS
“Which of the following social media sites/apps do you use in a typical week for at least 30 minutes in total?
Base: 3,301 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThis question was introduced from Q1 2025 to provide a greater level of detail about social media usage. The unique nature of Chinese social media means that its specific sites were only shown to respondents in China, with all other markets seeing the same options. Respondents from Hong Kong were shown both the Western/international sites as well as the Chinese ones. Within China, Douyin is highly popular and used by 84% of the Q3 sample. Nearly all Chinese respondents said that they used Weixin (92%), while 72% use Xiaohongshu and 30% Weibo.
Among the non-Chinese markets, Instagram (70%), YouTube (61%) and Facebook (57%) were the most popular, followed by the professional networking site LinkedIn (52%). The direct messaging app, WhatsApp, also remains popular with 61% using it for at least 30 minutes in a typical week. Women are much more likely to use the former two sites, with men more likely to use YouTube, WhatsApp and LinkedIn. Perhaps as a result of recent controversies, usage of X/Twitter has been ebbing away in our tracker, stagnating at only 25% in Q3. Finally, TikTok weekly usage also remains flat at 26% of this affluent cohort, while 14% use Pinterest.
“Have you participated in any of the following activities in relation to luxury brands and services on social media in the past 3 months?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantIn line with online retail prospering, social media is now a key tool for most luxury brands. Some 44% of the Q3 sample said that they had followed a brand, while 47% had liked or recommended one to family, friends or colleagues within the past three months, both figures slightly up on the previous quarter. In both cases, women and under-40s continue to be the most likely to do so. Elsewhere, around one in five made purchases via social media (24%) or sent a private message to a brand (18%), with under-40s again most likely to do so.
Many brands are dedicating parts of their marketing budgets tosocial media influencers. With one quarter (27%) of wealthy individuals saying that they had followed influencers within the past three months, this can be a lucrative option if well-chosen partners are utilised. Over-40s, men and Europeans are the least likely groups to do so at just one in five. Finally,33%reported that they madenone of these social media interactionswithin the past three months.
LUXURY & SUSTAINABILITY
Attitudinal Statements
“Which of the following statements about luxury do you agree with?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantRecent years have led to many affluent/HNWIs reassessing their purchases of luxury goods, often instead preferring to spend their money on luxury experiences: two in five (48%) say that they now prefer luxury experiences over goods/products. As seen in Section 1, tourism is buoyant and sustainable/ethical trips will remain prevalent: 26% plan to prioritise responsible travel in the future. Meanwhile, 18% say that they have reconsidered their recent travel plans due to climate changes such as heatwaves and wildfires.
Similarly, many people are opting to rent items rather than buy them, particularly in categories such as fashion and jewellery. Sustainability and tapping into the circular economy are at the heart of this growth, although that still only 8%are interested in renting clothes indicates that this is likely to be gradual. Meanwhile, 21% are interested in buying second-hand clothes, though this figure continues to lag in Asia where only 14% are receptive.
Wealthy individuals are also gravitating towards brands which have a genuine sustainable ethos and positioning. Two in five (44%) are interested in buying sustainable products such as electric cars or organic clothing, while half (49%) are concerned about the climate crisis. A slightly lower share are also now trying to reduce their personal carbon footprint in everyday life (35%) and/or reducing/ eliminating their consumption of meat (22%).
Notably, 56% are now concerned about the geopolitical stability in the world, a significant fall from Q2 (69%) but remaining above average. At the time of writing, there is unlikely to be an immediate end to the war in Iran, with ongoing complications surrounding the passage of ships through the Strait of Hormuz. The Russia/Ukraine war will also be a contributor to this negative sentiment.
“You stated that you are concerned about the current geopolitical stability in the world. Which of the following are you likely to do specifically as a result of this concern?”
Base: 788 global affluent/HNWIs who stated concern about the current geopolitical stability | Source: LuxuryOpinions®/AltiantAs a result of the rising geopolitical concern, we introduced a new question in Q2 2026 to understand how this is impacting behaviour. In Q3, the question was asked to the 56% of respondents who were concerned about the instability. In terms of spending, 63% plan to spend about the same amount of money, while 27% think they will cut back (and only 10% expect to increase). In turn, 49% think they will save more vs only 6% for less.
In terms of travel, almost half (47%) plan to take about the same number of international trips. However, 37% think they will take fewer of these vs only 16% taking more. Instead, 38% plan to travel domestically more often and 50%about the same (only 12% expecting to cut back). Finally looking at finances, 57% plan to diversify their investments more (vs only 3% consolidating), while only 13% plan to liquidate investments, with most (64%) not planning to make any changes.
“How sustainable/environmentally friendly do you think the following are? / And which of these do you currently do?
Base: 9,518 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThe ongoing climate crisis means that many wealthy individuals are now scrutinising their own actions and how they are contributing to, or alleviating, this issue. Perceived green credentials can be highly influential, and the growth of the rental and second-hand market has been built around the circular economy.
While some studies have questioned the legitimacy of these claims, consumer perception is key. This appears to be broadly positive as three in five (63%) think that renting goods is either somewhat or very environmentally-friendly, rising to 75% for buying goods second hand. Some 38% say that they are already doing the latter, though only 8% are currently renting.
Another significant behavioural change is the increasing need to find alternative fuels for driving. The growth of electric and hybrid cars has been broadly positive, albeit with some ongoing concerns about the convenience of charging and battery reliability (‘range anxiety’). Nevertheless, 26% think that these cars are very environmentally-friendly, with another 35% thinking they are somewhat so. Almost half (47%) have already made the switch to electric or hybrid cars, equalling the tracker high point from Q2, although some countries are reporting waning driver interest and a reversion back to ICE vehicles (see our new Luxury Automotive report for more category detail).
There are also growing energy demands coming from the use of AI programs. As of Q3 2026, only 8% think that these are very sustainable or environmentally friendly, with 48% believing they are not very/at all green. Over-40s and Europeans are the most likely to have a negative impression of AI’s sustainability credentials. Nevertheless, 69% are already using such programs, rising to almost three quarters of millennials and APAC respondents, and reaching 83% in the US.
Many wealthy individuals are also making sustainable changes at home, for example by investing in solar panels or heat pumps. Three quarters (78%) of the Q3 sample believe that these actions are very or somewhat environmentally friendly, with broadly high response across the demographics; almost half (49%) have already taken some of these steps.
The Importance of Sustainability
“How important is it to you that luxury brands commit to adopting policies that promote environmental protection, social responsibility and ethical behaviour (sustainable luxury)?”
Base: 9,518 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThe ongoing climate crisis remains one of the most pressing issues globally. This has led to many becoming increasingly demanding of brands to acknowledge and act alongside them in alleviating climate concerns. Individuals are also becoming more aware of ‘greenwashing’ and discerning about brands which make sustainable claims. Three in five (62%) say that it is very or somewhat important to them for brands to do this. Only 18% now say that it is not very, or not at all important for brands to focus on sustainability, showing the importance of this issue for consumers.
Trading up for Sustainability
“Would you be prepared to pay more for a product which positions itself as sustainable luxury?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantDespite some muted responses to brands’ sustainability efforts, many affluent consumers are seemingly prepared to back up their views about environmental protection and sustainability with their money. Only 28% of the Q3 sample are entirely unprepared to spend any more for sustainable/ethical luxury products, while 45% are prepared to spend up to 10% more, which could represent a sweet spot for brands to justify a small price premium.
The remaining 27% are prepared to spend more than 10% extra for sustainable/ethical luxury products, with 3% even being prepared to spend more than 25% extra. Trading up for sustainable goods resonates with under-40s more than over-40s overall.
Sustainable Luxury Champions
“Are there any luxury brands in any industry which you think are good examples of sustainable luxury? If so, which companies?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantOver the course of our tracker so far, a handful of luxury brands have consistently stood out to wealthy individuals as sustainable luxury operators. The likes of Tesla, Stella McCartney, Gucci and Hermès garner a high share of the response each quarter, with these brands also being among the most cited in Q3. Meanwhile, many wealthy individuals do not state any specific sustainable brands or, even worse, actively mistrust some green claims, something which brands continue to have to work on resolving.
FOCUS ON FINANCE
Global Financial System Stability
“How stable do you feel the global financial system currently is?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantA variety of events have had a major impact upon global financial confidence in recent years. Perceived stability plummeted at the outset of the pandemic before recovering unevenly in the intervening years. In Q2 2025, it dropped to just 14%, before bobbing along at a slightly higher level for the remainder of the year. Concurrently, the share of those who thought that the system was very or somewhat unstable rose to 70% in Q2 2025 and then fell to a slightly lower level.
The US/Israel war with Iran is a key reason why perceived stability fell again in Q1 and Q2 2026 to just 14%, while the instability score exceeded two thirds. There was an uptick in perceived stability in Q3, although it remains at only 22% with 59% deeming it unstable. Only 19% now hold a neutral/uncertain position to this question.
Stock Market Knowledge
“How knowledgeable do you think you are about topics related to the stock market?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantSelf-claimed stock market knowledge has historically shown little quarterly variation, hovering around the 75-80% mark. This remained somewhat true in Q3 as 85% said that they are either very or somewhat knowledgeable; however, a new tracker high of 28% fell into the top box this quarter. Time will tell whether this is an anomaly or indicative of a sustained upturn on this metric. Only 16% feel that they have very little stock market knowledge, while 3% say they have none at all. Women remain much more likely to profess having little or no knowledge in this area (23% vs 9%).
Regional Stock Market Confidence
“How do you think the stock markets in your region will perform during the next 12 months when compared to the past 12 months?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantStock market confidence dropped as low as 30% in Q2 2022, before recovering in an uneven manner since. However, this again dropped dramatically to a new tracker low in Q2 2025 (-15 vs the previous quarter), with just 27% expecting an improved performance in the year ahead. This recovered a little to 37% in Q4 2025, where it still broadly stands in Q3 (36%).
American respondents remain the most bullish (46%), falling to 30% for affluent European and Asian respondents. Overall, one third (33%) think that their stock performance will remain about the same, while 31% anticipate are expectant of a downturn, a notable 8-percentage point rise vs Q2.
INVESTMENT PLANS
“Within the next 90 days, do you expect to make significant changes to your investment portfolio?”
Base: 9,518 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThere has been relatively little movement on this question over the past three years, with only around one quarter planning to make significant imminent changes to their portfolios, while half did not. Caution now appears to be the priority as just under two thirds (62%) do not anticipate making changes vs only who 20% do. One in five (18%) remain unsure. These results are broadly flat vs Q2, with the ongoing market turbulence and uncertainty, largely emanating from the US, likely to be shaping this sentiment.
“Do you plan to change how much you dedicate towards charitable donations and/or sustainable investments over the next year?”
Base: 5,697 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantProjected charitable donations for the year ahead jumped from 13% to 22% in Q3, one of the highest tracker points so far, and a probable result of the ongoing wars in Iran/Palestine and Ukraine. Almost two thirds (62%) expect to donate about the same amount as before, while only 16% anticipate cutting back. A similar pattern emerges for planned sustainable investments, with 25% expecting to increase these, 65% planning to maintain and only 10% cutting back.
Investing in Cryptocurrencies
“Please select one of the following options in relation to your interest in virtual cryptocurrencies like Bitcoin and Ethereum.”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantCryptocurrency continues to attract a high level of media interest amid ongoing controversies. Only 6% of the global affluent are now entirely unfamiliar with them. Following a significant drop in 2022, Bitcoin values reached a new all-time high of $124,000 in August 2025 before falling away thereafter and ending the full year around 6% down.
The decline gathered pace in the first half of 2026, falling to around $62,000, a -30% decline YTD. However, Q3 saw a change of fortune as the quarter ended around the $85,000 mark, only down by a few % YTD. As of Q3, 31% of global affluent/HNWIs were long-term crypto investors, driven by Americans and men, while 12% invested with a short-termview. Bitcoin remains the most popular digital currency by some distance. While some investors only do so for single coins – typically Bitcoin – many also dabble in others such as Ethereum.
The continued unpredictability and volatility of crypto appears to have hardened the opposition: the share of current non-investors but who might be interested in doing so fell back steadily in 2023 and remained at around a quarter since (21% in Q3). Finally, 30% now say that they do not currently invest in crypto and do not think they will do so in the future.
FOCUS ON TRAVEL AND LEISURE TIME
Holiday habits and intention
“With whom did you take holiday within the past year?
Base: 3,301 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantAs per the Q3 results, couple trips remain the most popular overall (65%), closely followed by couples plus children (53%). Holidays with friends were also surprisingly commonplace at 46%, rising to 54% among under-40s. Multi-generational/extended family trips (31%) and solo travel (17%) also provide the tourism industry with significant opportunities to tap into.
“Which of the following have you done while on holiday within the past year?”
[Note: in Q4 2021 this question was from a three-year time period to one-year]
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantLuxury is important right from the start of respondents’ holidays, including at the airport: around half shopped in a duty-free store (55%), used a VIP waiting lounge (50%) and travelled by business/first-class within the past year (51%).Alcohol, perfume and cosmetic purchases were commonplace among those who shopped in a duty-free store. 5* or more hotels remain highly popular, used by 65%, while 38% stayed in a suite/penthouse room and 30% rented a beachfront villa. Fine dining (67%) and room services/concierges (51%) also continue to attract many of these travellers.
Spas were used by more than half (61%) within the past 12 months, with wellness tourism continuing to flourish as more luxury hotels acknowledge the appeal of slowing down and relaxation. Indeed, 32% say that they had been to a wellness retreat over the past year, comfortably a new high point for tracking this metric.
Many wealthy individuals are also extending business trips for a holiday (workations). Almost one quarter (27%) say that they have done this over the past year, while a similar share had a private transport experience such as a helicopter ride (24%), attended a sporting event (30%) or used a private chauffeur (26%). Americans are the most likely to have treated themselves on their luxury holidays in most of these listed activities, with relatively little overall change vs Q2.
“Which of the following types of holiday are you likely to take within the next year?”
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantWhile many individuals continue to favour domestic trips, or going to countries closer to home, international holidays remain widely popular. However, the US/Israel war with Iran has had a significant impact on the perceived safety of travelling to the Middle East, something which is likely to persist in the coming months. As of the Q3 results, only 28% of the total sample said that they expected to travel to the region in the year ahead.
Different holiday types see wide variance in popularity across the regions, with many wealthy travellers now looking for hidden gems and lesser-known destinations off the beaten track. Overall, sightseeing or tourist breaks (68%) are set to be the most popular type in 2026/27, closely followed by city breaks and family trips (both 63%) and beach holidays (62%).
Multi-generational trips remain commonplace, along with rural/countryside holidays such as glamping (32%), reflecting many travellers’ ongoing desire for privacy. Wellness retreats are also likely to retain their popularity as the wealthy look to improve their physical and mental health: 40% plan to visit one of these in the year ahead, up from the 32% who did so last year.
“Thinking about your day-to-day life, are you doing the following activities more, less or about the same as 12 months ago?
Base: 15,483 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThis last question was introduced at the start of 2025 to provide a better overview of respondents’ leisure time when they are not on holiday. There are continuing signs of a move to in-person experiences and reduction of screen time. Social media companies such as Pinterest are even embracing this trend via their ‘Less URL, More IRL’ campaign. While 58%say that they are spending about the same amount of time online, 25% have reduced this vs 17% who are doing so more often. Europeans are the most likely to be cutting back on their screen time (32%), vs only 16% in APAC.
Health is becoming an increasingly key component in their lives, with 44% focusing on their health and wellbeingabout as much as last year, while 52% are giving it greater focus. Specifically to sports and exercise participation, 56% are maintaining their levels of activity, while 33% are doing more. Finally, rising costs continue to not yet be a significant deterrence for dining out of home and going to sporting and cultural events. Around two thirds are doing so about the same as a year ago, with one in five doing so more often.
Publications contained in the Altiant Knowledge Center are free to use, we simply require proper attribution. In no event shall Altiant be liable for any indirect, special or consequential damages in connection with any use of the provided data. Altiant does prohibit the selling of any information contained within or derived from these reports and monitors.
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