WWD: What to Watch: Even the World’s Richest People Are Pulling Back on Luxury, Survey Shows

Our GLAM monitor data has been featured in WWD’s article “What to Watch: Even the World’s Richest People Are Pulling Back on Luxury, Survey Shows“

Here’s what they said about our findings:

Even as luxury brands intensify their focus on wealthy clients, there are signs of pullback on several fronts. Twenty percent of affluent and high-net-worth individuals (HNWIs) intend to spend less on designer fashions over the next 12 months. The percentage of non-purchasers rises to 30 percent for leather goods, 32 percent for jewelry and 44 percent for watches, according to findings gathered in the third quarter of 2025 by research firm Altiant and interpreted by Paris-based luxury consultancy MAD.

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Luxury Daily: HNWIs report surging interest in luxury cruises: Altiant, ILTM

Our research was featured in Luxury Daily’s article “HNWIs report surging interest in luxury cruises: Altiant, ILTM”

In a new report, titled “The Sail: A New Era for Luxe Cruising,” the organization details the rising demand among high-net-worth individuals for cruise trips, especially among smaller-scale, more intimate vessels. For the greater travel industry, luxury voyages are becoming more mainstream, as nearly 90 percent of the exclusive demographic have already taken a cruise or are actively interested in the experience.

Read the article here.

Italia Oggi: Lusso, i giovani dettano le regole: non più esclusività, ma esperienza. Anche in condivisione

Our collaboration with Kantar on the Luxury Study 2025 has been featured in Italia Oggi’s article "Lusso, i giovani dettano le regole: non più esclusività, ma esperienza. Anche in condivisione".

Here’s how the article introduced the study:

Il lusso non è più esclusività, ma esperienza. Il nuovo consumatore, giovane e consapevole, sta riscrivendo le regole di un’intera industria. Cambia il lusso, e con esso cambiano aspettative, comportamenti e strategie dei brand. A confermarlo è il Luxury Study 2025 di Kantar, realizzato in collaborazione con Altiant, società specializzata in ricerche sui consumatori ad alto reddito.

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Le Figaro/Économie: Comment évoluent les aspirations des clients du luxe?

Our work with Kantar Insights has been featured in Le Figaro/Économie’s article "Comment évoluent les aspirations des clients du luxe?".

Les résultats ont été restitués au Georges V en avant première le 3 avril dernier, grâce à la médiation d’Anne-Lise Toursel et Françoise Hernaez, respectivement directrice générale et directrice conseil luxe au sein de Kantar. Menée avec Altiant, cette étude vise à mieux comprendre les comportements des clients du secteur du luxe. 600 répondants à très hauts revenus y ont participé (dont 50 % ont moins de 35 ans), originaires de Chine, des États-Unis, des Émirats Arabes Unis et de France. Leurs profils sont très variés, d’autant que les attentes sont très spécifiques en fonction des pays.

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Fashion Network: From ownership to experience: how young buyers are reshaping luxury

Our research was featured in Fashion Network’s article "From ownership to experience: how young buyers are reshaping luxury".

Here’s what they said about our findings:

As the luxury industry faces a complex economic climate, it is also undergoing a major transformation in the way wealthy consumers shop. Younger buyers, in particular, are shifting their focus from status to meaning and emotion, embracing what researchers call "de-linearized luxury"—immersive experiences beyond traditional retail channels. This evolving dynamic is a central finding of "New Desires, Luxury De-Structuring," a study conducted by marketing data firm Kantar Insights and research group Altiant.

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láRECLAME: Étude Kantar x Altiant : comment les jeunes redéfinissent le luxe en 2025

Our collaboration with Kantar was recently featured in laRéclame’s May 20 article “Étude Kantar x Altiant : comment les jeunes redéfinissent le luxe en 2025”.

The article highlights that young Affluents are redefining luxury by prioritizing experiences over ownership, with strong interest in spas, luxury hotels, gastronomy, and new access models such as second-hand purchases, rentals, and co-luxing.

The luxury sector is at a turning point. After years of almost universal growth, only 33% of luxury houses reported progress in 2024, compared with 95% in 2021–2022. Faced with an economic slowdown and rising expectations, luxury seems compelled to reinvent itself. Kantar—in partnership with Altiant—conducted an exclusive study among high-income clients in France, the United States, China, and the United Arab Emirates, revealing a profound shift in expectations, particularly among young Affluents (under 35).

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CB NEWS: LES "AFFLUENTS" DANS LE LUXE

Our collaboration with Kantar on the Luxury Study 2025 has been featured in Les Échos’ article "Le luxe bousculé par les jeunes affluents".

Dans l’étude Kantar x Altiant, les “Affluents” correspondent aux top 10 % à 1 % de revenus dans chaque pays étudié. Ce qui en fait une cible stratégique pour les marques de luxe, sans être exclusivement "ultra-riches". Ces jeunes Affluents de moins de 35 ans "fondée sur un échantillon rigoureusement vérifié de personnes à haut revenu à travers des marchés clés dans le monde, met en lumière de puissantes opportunités ainsi que des défis majeurs pour les marques de luxe" précise, dans un communiqué Lars Long, CEO d’Altiant. 

Read the full article here

Journal du Luxe: Les High Net Worth Z dans le viseur du luxe

Our study about HNWZ's desires and their future impact on luxury was featured in Journal De Luxe’s article “Etude : les High Net Worth Z dans le viseur du luxe”.

“Pour l'heure, les HNWI restent le groupe qui stimule les ventes de luxe, tandis que les HNWZ sont plus susceptibles d'influencer directement ou indirectement les décisions d'achat", résument les auteurs de l'étude. D'influencé à influenceur.

Read the entire article here.

Hospitality Net: More than 90% of luxury travelers want wellness

Our latest Buzz vs. Reality study, conducted in partnership with ILTM and Hyatt, has been featured in Tornos News article’s "More than 90% of luxury travelers want wellness“

The article emphasizes how wellness has become a central pillar of luxury travel, with affluent travelers now prioritizing transformation over simple relaxation.

Luxury travelers’ wellness preferences are clear, and they’re influencing hospitality strategies worldwide:

Will spend more for wellness: Almost three-quarters (72%) say they are more likely to book a hotel if it has specialized options, like salt rooms or ice baths. This rises to 93% among affluent Chinese travelers. Three-quarters are also interested in wellness experiences which they have never seen before and enjoy unusual or niche wellness experiences on holiday.

Spa therapies remain the cornerstone: 62% of respondents prioritize spa experiences, with particular interest in specialised treatments like Thalassotherapy and Ayurvedic practices.

Read the full article here

Jing Daily: Why the wealthy want wellness

Our latest study on wellness travel has been featured in Jing Daily’s article “Why the wealthy want wellness.”

A new study by fieldwork firm Altiant delves into the perspectives of affluent and High-Net-Worth Individuals (HNWIs) on wellness travel. This robust research, conducted in October this year, surveyed 800 respondents across six countries, the UK, US, France, China, UAE, and Saudi Arabia. Each participant belonged to the top 5% of their country’s income earners or wealth holders, with over 65% identified as millionaires.

The findings provide a nuanced look into this demographic’s preferences, revealing a growing inclination towards integrating luxury travel with wellness-focused experiences.

Read the full article here.

Luxury Daily: Luxury travelers to prioritize wellness experiences in 2025: Altiant

Our research was featured in Luxury Daily’s article "Luxury travelers to prioritize wellness experiences in 2025: Altiant".

“Today, affluent individuals and HNWIs are moving beyond health to seek meaningful experiences that rejuvenate the mind and foster a deeper sense of purpose,” said Meryam Schneider, chief marketing officer at Altiant.

Read the article here.

Jing Daily: Affluent Chinese set new standards in luxury beauty

Our research was featured in JingDaily’s article "Affluent Chinese set new standards in luxury beauty".

Recent findings from an Altiant survey conducted earlier this month offer a revealing look at the evolving beauty and personal care habits of affluent and high-net-worth individuals (HNWIs) across China, the US, France, and the UK.

The survey indicates that 88% of respondents have purchased luxury fragrances in the past year, with Chinese consumers demonstrating particularly high engagement in luxury facial care – 90% of affluent Chinese respondents reported buying luxury facial care products, significantly outpacing other regions.

This data reflects shifts in the beauty sector, where priorities are increasingly shaped by a preference for premium ingredients, advanced formulations, and a growing interest in natural and organic products.

Read the full article here

CB News: QUE CONSOMMENT LES "AFFLUENT NEW NOMADS" ?

Our joint study with Kantar Insights has been featured in the article "Que consomment les affluent new nomads?” exploring the consumption and lifestyle patterns of the world’s wealthiest consumers.

Here’s how the study was introduced:

Quels rapports entretiennent  les classes aisées avec avec la consommation ? Avec le luxe ? L’étude menée par Kantar Insights avec Altiant a analysé les nouveaux comportements qui se font jour et les tendances qui se confirment et s’amplifient. Altiant a composé un panel de 900 personnes sélectionnées parmi les 5% les plus riches de la population aux USA, France, UK, Italie, UAE et Chine, soit 150 personnes par pays. À partir de questions ouvertes, les personnes ont pu expliquer et détailler leurs choix de vie, de consommation.

Read the article here.

Jing Daily: Green is the new gold in China’s hard luxury segment

Our research was featured in JingDaily’s article “Green is the new gold in China’s hard luxury segment”

Here’s what they said about our findings:

Chinese consumers have only become more sustainability-minded when making purchase decisions since the onset of the Covid-19 pandemic in early 2020, according to Altiant. Much of this can be attributed to the growing spending power of Chinese millennial and Gen Z consumers and the environmental consciousness of these increasingly influential cohorts.

Read the article here.

Jing Daily: US tourist destinations wonder: when will Chinese tourists return?

Our findings have been featured in JingDaily’s article "US tourist destinations wonder: when will Chinese tourists return?”

Rather, a 2022 survey by Altiant noted a growing interest among wealthy Chinese tourists in mental wellness trips and self-care, a trend that aligns with a broader health and self-care boom in China. Notably, while these travelers are opting for more relaxed and wellness-oriented travel, they are open to lavish spending. This could bode well for five-star hotels and spas with a health-and-wellness focus in the US.

Read the full article here.

TTG Asia: Taking the pulse of affluent Chinese travellers

Our research was featured in TTG Asia’s article "Taking the pulse of affluent Chinese travellers".

What are some of the most fascinating findings from the survey?
We noticed a surprising turn since the previous wave. In 2021, 48 per cent of wealthy Chinese preferred spending on luxury goods rather than luxury experiences versus only 37 per cent in 2023. Also, 73 per cent told us they are willing to spend more and travel in style on more extravagant and unique trips.

Read the full article here.

FOX Communications: Generational Luxury: How to Create Cultural Capital

Fox Communications has collaborated with Altiant to collect quantitative data that sheds new light on how the modern High Net Worth (HNW) community differs from generation to generation.

The survey explores the value of time, spending intentions and the shift in priority between luxury goods vs experiences. The research also highlights changing attitudes related to purchasing channels and risk tolerance regarding investment.

Read the full article here.

LUXURY DAILY: Stella McCartney, Louis Vuitton and Chanel perceived as most sustaina

Our insights have been featured in Luxury Daily’s article "Stella McCartney, Louis Vuitton and Chanel perceived as most sustainable".

"In our research, we defined the concept of sustainability in luxury as any product or services offered by luxury companies adopting policies that promote environmental protection, social responsibility and ethical behavior and used the key pillars of sustainability covering economy, society, and the environment," said Meryam Schneider, vice president at market researcher Altiant, Paris. "This notion was intentionally broad to cover various aspects of ‘green and ethical practices’ yet leaving it to the respondent’s interpretation."

Read the full article here.

LUXURY DAILY: Altiant is 2020 Luxury Market Researcher of the Year

Altiant is 2020 Luxury Market Researcher of the Year:

Altiant is Luxury Daily’s 2020 Luxury Market Researcher of the Year for its development and presentation of valuable research and tools to help luxury brands navigate the COVID-19 pandemic.

“At the core of our company strategy is to share knowledge gained from our proprietary research,” said Lars Long, founder and CEO of Altiant, Stockholm. “This data helps our clients and the broader industry to have much more accurate levels of understanding when it comes to the behavior and sentiment of the global affluent/HNWI populations.”

Read the article here