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. 

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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.

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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.

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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.

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.

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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.

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LUXURY DAILY: Amid uncertainty, consequences of US election likely to ripple across luxury

Our research has been featured in Luxury Daily’s article “Amid uncertainty, consequences of US election likely to ripple across luxury“

“Considering that the affluent — both Democrat and Republican — have been largely benefiting financially from the Trump presidency, at least insofar as equity appreciation is concerned, it is likely that affluent and HNWI will be less likely to make substantial changes to their portfolios than should Biden win,” said Lars Long, founder and CEO at Altiant, Stockholm. “In the research, we saw more portfolio changes expected among those who expect Biden to win."

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THE CEO MAGAZINE: Green travel is front and centre for wealthy travellers

Our latest research was featured in CEO MAGAZINE’s article: “Green travel is front and centre for wealthy travellers“

“In our quarterly monitor covering a sample of affluent and high net worth individuals, we see that a large proportion of the wealthy population in Europe, Asia and North America recognise the ongoing importance of environmental matters,” says Altiant Vice President Marketing and Partnerships Meryam Schneider.

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THE FASHION NETWORK: Rich consumers globally question reliance on luxury

Our latest research was featured in The Fashion Network’s article “Rich consumers globally question reliance on luxury“

These consumers have discovered new brands (50%) and although their overall budgets for shopping have fallen, they’re planning to buy more online. And they’re also planning to spend more on secondhand luxury (18%) and on rental websites (10%) in the future.

Read the Full Article here