ALTIANT Global Luxury AND ASSET MANAGEMENT (GLAM) MONITOR
Q2 2025 RELEASE
I
Q2 2025 RELEASE I
Quarterly GLAM Monitor: Q2 2025
Release date: July 2025
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.
GLAM has now passed five years of data collection, during which time we have conducted over 13,000 interviews to construct a comprehensive and evolving view of luxury sentiment and behaviour. The seven 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.
The end of Q1 marked five years since the outbreak of the Covid pandemic. While hard-hit categories such as retail and travel and are now broadly in line, or even exceeding, pre-pandemic norms, there remain some ongoing challenges for luxury markets with many goods brands seeing sales fall. Global issues such as the energy and climate crises, international conflicts, tariffs/trade wars and inflation continue to impact affluent sentiment. The recent general elections in the UK, US and France are likely to have a notable impact on these results well into 2025.
As we refreshed GLAM for the new year, some questions were replaced by new and more relevant ones from Q1 onwards. 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 Q2 2025 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. 460 affluent/HNWIs were surveyed between April and June 2025, with 158 in Europe, 151 in North America and 151 in Asia Pacific. 23% of this quarter’s sample was aged 18-39, with 77% aged over 40. The sample was split 50:50 in terms of gender. Since starting the tracker in Q3 2018, we have now conducted more than 13,000 interviews in total, 35% of which were among aged 18-39s (65% over-40) and with a gender split of 50:50.
MEDIAN HOUSEHOLD INCOME AND INVESTIBLE ASSETS
Normalised to $US, the median household income (HHI) in this quarter was 315k, while the median investible assets(IA) stood at just over $1.1m (exchange rates as per 19th July 2025). This brought the median HHI across all 5+ years’ of study so far to $269k, while the IA median returned to just above $900,000.
wealth acquisition: the new categories
In Q3 2024 we introduced a new question asking for the respondents’ best description about how they had acquired their wealth so far. The five categories are:
· Legacy wealth: Wealthy upbringing/financial support and with an inheritance
· Head start: Wealthy upbringing/financial support with no inheritance
· Upwardly mobile: Middle-class or poor upbringing with financial support and an inheritance
· Inheritor: Middle-class or poor upbringing with an inheritance but no financial support
· Self-made: Middle-class or poor upbringing without an inheritance or financial support
Across the four quarters so far for this question, 11% have defined themselves as coming from Legacy wealth, while 15% fell into the Head start category, the latter rising to 28% in China. Another 21% said they were Upwardly mobile, while only 7% defined themselves as an Inheritor. By far the largest share fell into the Self-made category (46%), albeit standing at only 14% among the Chinese response. The results for Q2 were broadly in line with the previous two quarters for this question.
GLAM 5-YEAR
As we release this quarter's findings, we also celebrate a significant achievement: The GLAM Monitor has now surpassed 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 CHANGES
There is a clear preference towards established and international brands vs niche and local/regional brands, and those which focus on brand-specific/standalone products rather than collaborations.
Travel spending continues to nudge upwards, with the median spending reaching $12,400 within the past year, up by $500 since Q1.
Perceived stability in the global financial system dropped further in Q2, down by 4 percentage points to a new lowest point of the tracker so far (14%).
Regional stock market confidence fell away dramatically in Q2 2025 (-15 percentage points), with a new tracker low of just 27% expecting an improved performance in the year ahead.
Despite rising values, the share of investors in cryptocurrencies remained flat at 36%.
AI usage continues to proliferate, with more than half (54%) already using such programs, rising to 67% among under-40s and 76% among affluent Chinese.
LUXURY PURCHASES
LUXURY BEHAVIOUR
“Which of the following words best represents yourself when it comes to luxury and wealth?”
Base: 925 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThis question is new for 2025, with respondents using a 10-point slider to indicate which words from the following pairs best sums them up. The numbers below represent a net of the three slider points closest towards each word (bottom 3/top 3). While four of the pairs are reasonably balanced between the two extremes, there is a clear preference towards established and international brands (35% and 33%), and those which focus on brand-specific/standalone products (34%) rather than collaborations with others.
· Saving vs Spending: 25% vs 22%
· Established brands vs Niche brands: 35% vs 17%
· Local/regional brands vs International brands: 19% vs 33%
· Fast vs Slow: 26% vs 20%
· Modern vs Traditional: 29% vs 20%
· Physical vs Digital: 26% vs 26%
· Brand collaborations vs Standalone products: 14% vs 34%
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: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantPrior to the Covid-19 pandemic, travel numbers saw little quarterly variation in our tracker. After seeing a dramatic decline, the travel industry has bounced back and relatively few travellers are now cautious about taking holidays again. The share of wealthy individuals saying that they had taken a luxury holiday steadily rose after 2021/22, reaching a new tracker-peak of 90% in Q4. This stood at 87% in Q2, with two thirds (68%) taking multiple trips within the past year. Tourism remains firmly at the top of the list for share of category purchases and comfortably ahead of the nearest cluster.
Various other categories such as wealth management services, designer fashion, alcohol, electronics and cosmetics/fragrances have also remained popular and 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. High-end audio (43%), art and collectibles (40%) and luxury automotive (37%) 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®/AltiantThis question was introduced from Q4 2024 to track the changing spending patterns across the different luxury categories. Among the typically lower-priced categories, fragrances again came out the lowest with a median normalised spend of $878, a little behind cosmetics ($1,191). Both leather goods and designer fashion had a median spend in the $2,500-3,000 range. Travel was the highest median spending category, and the only one to exceed $10,000 at $12,400, up by $500 since W1. Watches followed a short way behind ($8,700), with jewellery spending at $7,800 and high-end audio and electronics just below $4,500.
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: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantPurchasing trends remained somewhat consistent across 2024, but the results from the past two quarters have seen a clear and significant shift. All categories saw a rise in respondent sentiment for planning to spend less in 2025, often significantly so. While some saw a small correction in Q1, several others have continued to see a rising share planning to reduce spending. For example, in Q3 2024, 30% planned to spend less on high-end audio, rising to 37% in Q4 and jumping to 50% in Q2 2025. Similarly, fragrances has continued to nudge upwards to 22%, watches to 34% and leather goods to 29%.
Many brands are already reporting difficult sales periods, with these purchasing intentions suggesting further challenges ahead. Automotive remains the category which active buyers expect to cut back on most in the year ahead, with 34% anticipating doing so, although 24% plan to spend more (possibly boosted by proposed extra tariff costs). Watches(34%) and electronics (31%) may also see a reduction in spending in the year ahead. Travel is one of the better performers, with only 11% expecting to spend less in the next year, while 42% expect to spend more on trips.
Wealth management also appears to be well placed to navigate the turbulent financial markets. Some 43% expect to use wealth managers more in the year ahead – broadly in line with the average over the past year – as many affluents appear to want to plan financially for unforeseen events such as pandemics, political change or to hedge against inflation.
“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?”
Alcohol, watches, art and collectibles and luxury fragrances/cosmetics remain the least likely categories to entice new customers, all having 85%+ of non-users not expecting to begin doing so over the next 12 months. Travel is the category which may be able to attract renewed travellers, with one-third expecting to take a trip again in the next 12 months.
PURCHASE CHANNELS
“Within the past 12 months, how have you purchased luxury brands or services?”
Base: 13,096 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 has stabilised around the 80% mark since (82% in Q2 2025).
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 Q2 2025, 60% said that they had purchased luxury goods or services via their computer/laptop, rising to 78% of Americans. After dropping off in Q1, purchases via mobile phones bounced back up to 48%, while tablets stayed steady at 13%. Men and over-40s comfortably remain the least likely to have shopped via devices such as these.
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: 925 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 87% of the Q2 sample. Nearly all Chinese respondents said that they used Weixin (98%), while three quarters (74%) use Xiaohongshu (41%).
Among the non-Chinese markets, Instagram (67%), Facebook (61%) and YouTube (62%) were the most popular, followed by the professional networking site LinkedIn (49%). Women are much more likely to use the former two sites, with men more likely to use LinkedIn. Americans are most likely to use Facebook and LinkedIn, while Europeans and under-40s drive usage of Instagram.
TikTok also has a strong usage bias towards under-40s, 35% using it weekly for at least 30 minutes vs 20% of over-40s (overall average of 23%). Despite recent controversies, X/Twitter remains reasonably popular and used by 28%, while only 3% are currently using its new competitor, Bluesky. The direct messaging app, WhatsApp, is also popular, with 61% using it for at least 30 minutes in a typical week.
“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: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantIn line with online retail prospering, social media has also become more important for many luxury brands. Some 42% of the Q2 sample said that they had followed a brand, while 46% had liked or recommended a brand to family, friends or colleagues within the past three months, both figures broadly level vs the previous quarters. In both cases, women and under-40s continue to be the most likely to do so. Elsewhere, just under one in five made purchases via social media (19%) or sent a private message to a brand (14%), with under-40s again most likely to do so.
Many brands are dedicating parts of their marketing budgets to social media influencers. With almost one quarter (24%) 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 under one in five. Finally, 35% reported that they made none of these social media interactions within the past three months.
LUXURY & SUSTAINABILITY
Attitudinal Statements
“Which of the following statements about luxury do you agree with?”
Base: 13,096 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 (37%) say that they prefer luxury experiences over goods/products. As seen in Section 1, travel has now returned to pre-2020 levels and sustainable/ethical travel will remain prevalent: 25% say that they will prioritise responsible travel in the future. Meanwhile, 12% 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 7% are interested in renting clothes indicates that this growth is likely to be gradual. Meanwhile, 19% say are interested in buying second-hand clothes, though this figure lags behind in Asia where still only 9% are receptive.
Wealthy individuals are also increasingly gravitating towards brands which have a genuine sustainable ethos and positioning. Two in five (40%) are interested in buying sustainable products such as electric cars or organic clothing. A slightly higher share are also now concerned about the climate crisis (44%) and geopolitical stability in the world (55%), while 36% are trying to reduce their personal carbon footprint in everyday life. Finally, 22% have reduced or eliminated their consumption of meat, rising to 27% in Europe but standing at just 9% in Asia.
“How sustainable/environmentally friendly do you think the following are? / And which of these do you currently do?
Base: 7,142 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 over half (57%) think that renting goods is either somewhat or very environmentally-friendly, rising to 67% for buying goods second hand. Some 40% say that they are already doing the latter, while less than one in ten (6%) 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, 31% think that these cars are very environmentally-friendly, with another 27% thinking they are somewhat so. Two in five (43%) have already made the switch to electric or hybrid cars, with uptake likely to rise in the coming years as the technology of these cars continues to improve and BEVs are phased out.
There are also growing energy demands coming from the use of AI programs, a new metric introduced to the tracker from Q3 2024. As of Q2 2025, only 24% think that these are sustainable or environmentally friendly, with 53% believing they are not very/at all green. Over-40s and Europeans are the most likely to have a negative impression of AI from a sustainability perspective. Nevertheless, more than half (54%) of the sample so far say that they are already using such programs, rising to 67% among under-40s and 76% among Chinese respondents.
Many wealthy individuals are also making sustainable changes at home, for example by investing in solar panels or heat pumps. More than two thirds (70%) believe that these actions are very or somewhat environmentally friendly, with broadly high response across the demographics. Almost half (45%) of the Q2 sample have already taken some of these steps, rising to 55% among under-40s.
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: 5,954 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThe ongoing climate crisis remains one of the most pressing issues globally. 2024 was the warmest year on record, breaking the previous year’s high and seeing several climate-related disasters. This has led to many becoming increasingly demanding of brands to acknowledge and act alongside them in alleviating climate concerns, for example via recyclable materials or carbon offsetting.
Individuals are also becoming more aware of ‘greenwashing’ and discerning about brands which make sustainable claims. Three in five (57%) say that it is very or somewhat important to them for brands to do this. Only 17% 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: 13,096 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 Q2 sample are entirely unprepared to spend any more for sustainable/ethical luxury products. Overall, 46% are prepared to spend up to 10% more, which could be 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 4% even being prepared to spend more than 25% extra. Trading up for sustainable goods resonates with under-40s more than over-40s overall, especially for the 10-25% extra spending bracket.
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: 13,096 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 Louis Vuitton, Stella McCartney, Gucci and Tesla garner a high share of the response each quarter, with these brands also being among the most cited in Q2. 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: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantA variety of recent events have had a major impact upon consumer confidence in the global financial system. Covid-19, Brexit, the climate crisis, international conflicts and inflation have all had an influence, with many companies seeing their share prices fall as a result of greater financial uncertainties. The new US Administration has also had a dramatic impact on share prices via the introduction (and reversal) of various trade tariffs with other countries.
While financial system stability plummeted at the outset of the pandemic, it subsequently recovered, with some fluctuations in recent years around the 20% mark. In Q2, this dropped by 4 percentage points to 14%, the lowest point of the tracker so far. Concurrently, the share of those who think that system is very or somewhat unstable rose from 62% to 70%, another tracker high. This is almost double the percentage (39%) compared to when we started the tracker in Q3 2018, with almost one third (32%) now holding a very unstable view. Only 16% now hold a neutral/uncertain position.
Stock Market Knowledge
“How knowledgeable do you think you are about topics related to the stock market?”
Base: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantSelf-claimed stock market knowledge has historically shown little quarterly variation in the tracker, hovering around the 75-80% mark. In Q2 this remained broadly flat, with 77% saying that they are either very or somewhat knowledgeable, albeit with only 22% falling into the top box. Women and Europeans continue to be the least likely groups to state that they are knowledgeable as per this quarter’s data. 20% feel that they have very little stock market knowledge, while only 3% say they have no knowledge at all. Women remain much more likely than men to profess having little or no comprehension of the stock market (29% vs 16%).
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: 12,585 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantStock market confidence recovered steadily in the wake of the pandemic and neared 50% at the end of the year as a more bullish stance returned. This fell away again and dropped as low as 30% in Q2 2022, before recovering in an uneven manner since. However, this again dropped dramatically in Q2 2025, with a new tracker low of just 27%expecting an improved performance in the year ahead (down from 42% in Q1). One quarter (28%) think that their stock performance will remain about the same, while 45% anticipate a downturn (+15 percentage points).
INVESTMENT PLANS
“Within the next 90 days, do you expect to make significant changes to your investment portfolio?”
Base: 7,142 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantPreviously hovering around 30%, the share of wealthy individuals expecting to make significant changes to their portfolios fell back to just 22% in Q4 2023, the lowest point for this metric since this question was introduced two years’ prior. Last year saw a small recovery in this figure, where it remains as of Q2 2025 (26%). Meanwhile, 56% expect to keep their investments unchanged, while only 18% were unsure of their plans. The ongoing market uncertainty, largely emanating from the US, may lead to this figure changing in the coming quarters.
“Do you plan to change how much you dedicate towards charitable donations and/or sustainable investments over the next year?”
Base: 3,321 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantOne in five (16%) say that they will be making more charitable donations in the year ahead, a broadly flat figure against the previous two quarters. More than two thirds (69%) expect to donate about the same, while only 15% anticipate cutting back. A similar pattern emerges for sustainable investments, with 25% expecting to increase these, 63%planning to maintain, and only 12% 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: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantCryptocurrency continues to attract a high level of media interest amid ongoing controversies. As a result of this high profile, only 8% of the global affluent are now entirely unfamiliar with them. Following a significant drop in 2022, Bitcoin values saw a strong recovery in 2023 and reached a new all-time high in Q2 2025 of £123,000. At the time of writing, YTD values of Bitcoin were up by 16%.
In Q2 2025, 26% were long-term investors, driven by Americans and men, while 10% invested with a short-term view. Bitcoin remains the most popular digital currency by some distance. Despite the aforementioned growing value of coins such as Bitcoin, the actual share of investors remains broadly flat vs previous quarters. While some investors only do so for single coins, typically Bitcoin, many also dabble in others such as Ethereum.
Despite rising values, the continued unpredictability and volatility of crypto appears to have hardened the opposition among non-investors: the share of current non-investors but who might be interested in doing so fell back steadily in 2023 and remains at around a quarter since (26% in Q2). Another 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: 925 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantAnother new question introduced in Q1 aimed to understand who travellers were taking their holidays with. As per the results in Q2, couple trips remain the most popular overall, with 59% doing so, closely followed by couples with their children (52%). Holidays with friends were also commonplace at 36%, rising to 44% among under-40s. Multi-generational/extended family trips (29%) and solo travel (22%) also provide the travel industry with significant opportunities to tap into.
“Which of the following have you done while on holiday within the past year?”
[Note, this question has been changed from a three-year time period, to one-year, in response to the Covid-19 pandemic]
Base: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantLuxury is important right from the start of respondents’ holidays, including at the airport: 52% shopped in a duty-free store, 44% used a VIP waiting lounge and 46% travelled by business/first-class within the past year. Alcohol, perfume and cosmetic purchases were commonplace among those who shopped in a duty-free store. 5* or more hotelsremain highly popular, used by 58%, while 40% stayed in a suite/penthouse room and 27% rented a beachfront villa. Fine dining (60%) and room services/concierges (40%) also continue to attract many of these travellers.
Spas were used by more than half (52%) within the past 12 months, with under-40s remaining the most likely users (61%). Wellness tourism continues to flourish as more luxury hotels acknowledge the appeal of relaxation facilities; indeed, 23% say that they had been to a wellness retreat over the past year.
Many wealthy individuals are also extending a business trip for a holiday (workations/’bleisure’). One quarter (25%) say that they have done this over the past year, while a similar share had a private transport experience such as a helicopter ride or used a private chauffeur (both 21%) within the past year. Americans are the most likely to have treated themselves on their luxury holidays in most of these listed activities, with very little overall change vs last quarter.
Two new codes were introduced in Q3 2024 to account for increasingly visible travel trends: taking a medium/long distance luxury train trip (such as the Orient Express) and attending a sporting event while on holiday. One in ten (9%) said that they had taken one of these train trips within the past year, while 25% had attended sporting events, the latter rising to 38% among wealthy Americans.
“Which of the following types of holiday are you likely to take within the next year?”
Base: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantWhile many individuals continue to favour domestic trips, or going to countries closer to home, international holidays have firmly recovered from the post-Covid dip (see Section 1). Different holiday types see wide variance in popularity across the regions, with many now looking for hidden gems and lesser-known destinations off the beaten track.
Overall, city breaks are set to be the most popular type of holiday in 2025 (67%), rising to 77% among under-40s and 87% among Chinese. This is closely followed by family trips, beach holidays (both 61%) and sightseeing or tourist breaks (60%). Multi-generational trips remain popular along with rural/countryside holidays such as glamping (30%), reflecting many wealthy 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: 26% plan to visit one of these in the year ahead.
“Thinking about your day-to-day life, are you doing the following activities more, less or about the same as 12 months ago?
Base: 13,096 global affluent/HNWIs | Source: LuxuryOpinions®/AltiantThis last question was introduced in 2025 to provide a better overview of respondents’ leisure time when they are not on holiday. There are signs of a growing return to in-person experiences, and a reduction of screen time. While 58% say that they are spending about the same amount of time online, 23% have reduced this vs 19% who are doing so more often. Europeans are the most likely to be cutting back on their screen time (30%), vs only 13% of Chinese.
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 importance (rising to 59% among under-40s). Specifically to participating in sports and exercise, 57% are maintaining their levels of activity, while 32% are doing so more often.
Finally, rising costs have not yet been a significant deterrence for dining out of home, going to sporting and cultural events. Around two thirds are doing so about the same as a year ago, with around one in five doing so more often. Under-40s and Chinese respondents are the most likely to say that they are doing these activities more than a year ago.
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