The new Shape of Ultra-Luxury: 2025 trends in High-End travel

In 2025, ultra-luxury travel continues to expand, driven by travellers seeking personalised experiences, absolute comfort, and impeccable service. Iconic destinations are once again in the spotlight, overall spending is rising, and premium mobility has become an essential component of the journey. In this context, Balsamo strengthens its position as a strategic global partner in high-end ground transportation.

A Growing Market: The 2025 Landscape

The year 2025 confirms a highly positive outlook for the luxury travel sector. Recent estimates show that the global luxury travel market has surpassed USD 2.7 trillion, fuelled by growing demand for exclusive services, tailor-made itineraries, and authentic experiences.

At the same time, the definition of “luxury” has evolved. Today, it includes not only iconic five-star hotels but also bespoke experiences, privacy, seamless logistics, sustainability and a deep attention to detail. These expectations are especially strong among high-spending travellers from Europe, North America, and the Middle East.

Top Destinations of 2025: Italy Leads the Way

Certain destinations stand out clearly within the ultra-luxury segment:

• Italy, firmly positioned as the most desired destination among high-spending travellers, fuelled by culture, gastronomy, art, and world-class hospitality

• France, particularly Paris, boosted by the fashion industry and major international events

• United States, with New York, Los Angeles and entertainment-driven destinations remaining strong magnets

• Middle East, with Dubai, Abu Dhabi and Doha consolidating their luxury hospitality offering

Demand is no longer restricted to peak seasons: it now extends across the whole year, driven by personalised experiences, wellness retreats, private cultural journeys and highly curated itineraries.

Who Are the 2025 Luxury Travellers?

The profile of the 2025 ultra-luxury traveller includes:

• Adults aged 35–65+, with high purchasing power and strong expectations around comfort

• Entrepreneurs and business leaders, accustomed to premium services and frequent travel

• High-end leisure travellers, who value quality above quantity

• HNWIs and UHNWIs, prioritising privacy, safety and seamless coordination

This audience expects extremely high service standards: perfect timing, discretion, trained chauffeurs, customised logistics and the ability to handle complex travel flows without interruption.

Economic Impact: A Sector Driving Significant Value

Luxury travel generates strong direct spending — and an even stronger economic ripple effect:

• In Italy alone, direct luxury tourism spending exceeds €9 billion, with a steady rise in 5-star and 5-star luxury hotel stays.

• Investments in luxury hospitality continue to accelerate, with +19% growth forecast for 2025, and further expansion expected in the following years.

Globally, the luxury travel industry supports a wide set of interconnected sectors: events, fashion, gastronomy, culture, private services, logistics, and high-end mobility.

Premium Mobility as a Strategic Asset: Balsamo’s Role

In ultra-luxury travel, every detail matters. The experience often begins the moment a traveller is welcomed by a dedicated chauffeur and enters a private, high-end vehicle — setting the tone for the entire journey. Today, premium ground transportation is not a simple transfer service: it is a defining element of the luxury experience:

• high-end vehicles

• professional, discreet chauffeurs

• multi-city and multi-event coordination

• strict safety and privacy standards

• 24/7 assistance

• bespoke itineraries and complex logistics management

This is exactly where Balsamo positions itself: as a global partner delivering premium mobility, operational excellence and tailor-made solutions for luxury hospitality, top brands, fashion houses, the music industry, large-scale events and high-profile private clients. The company’s international growth — including the full acquisition of Mobility Angel Corporation in the U.S. and the strengthening of the French affiliate — confirms Balsamo’s strategic expansion and increasing relevance in the high-end mobility sector.

Looking Ahead: Trends for 2026

Several trends are already shaping the next phase of luxury travel:

• Global luxury spending is expected to grow by +3% to +5% in 2026, following a stabilisation period.

• Travellers will increasingly seek personalised, immersive, and experience-driven itineraries.

• Sustainability and social responsibility are emerging as selection criteria even among ultra-luxury segments.

• Italy is on track to become the second country worldwide for the number of 5-star hotels by 2028.

• Integrated models combining hospitality + mobility + concierge services will gain further traction.

For Balsamo, 2026 represents a strategic opportunity to expand its role as a preferred mobility partner for luxury hotels, international brands, global events and ultra-high-end private clientele. The year 2025 confirms that ultra-luxury travel is not only expanding but transforming. Travellers demand tailored experiences, privacy and flawless execution — and destinations such as Italy remain central to global demand.

Within this scenario, premium mobility is no longer optional: it is a cornerstone of the entire travel experience. For Balsamo, this means accelerating global growth while continuing to deliver services defined by elegance, safety, technology and world-class attention to detail — the true hallmarks of excellence in ultra-luxury travel.