The "secret route" of the wealthy: How do they relax?

New travel and lifestyle trends are emerging in the luxury world. 

Demokrat.az reports that "Immersive Wayfaring" (discovery travels) aims to explore local cultures and traditions more deeply instead of traditional tourism centers. 

"Inheritourism" (heritage tourism) expresses the trend where wealthy families travel together, and Generation Z representatives adopt and join their parents' travel habits. The "less but high-quality" gastronomy shows the strengthening approach focusing on quality in the gourmet food sector.

The global luxury consumption market is preparing to enter a growth phase again after two years of stagnation. However, this recovery is shaped more by the changing spending habits of affluent consumers and experience-oriented choices than by traditional luxury product sales. 

In a recent report published by the consulting firm "Bain & Co." and the Italian luxury producers' association "Altagamma," it is forecasted that global luxury product sales will increase by 1–4% in 2026. The report states that the personal luxury consumption market is expected to reach 365–373 billion euros (approximately 413.6–422.7 billion dollars) this year.

One of the most noteworthy results of the report is that the US has risen to the leading position in luxury consumption growth for the first time since 2021. One of the main reasons for this dynamic in the US is the increasing mass referred to as "aspirational consumers," who see luxury as a lifestyle goal and are directed towards these products.

Meanwhile, geopolitical tensions in the Middle East and the conflict with Iran have caused stagnation in some markets. Dubai (UAE), once one of the fastest-growing luxury centers in the world before the war, has not yet fully recovered due to its dependence on tourism. Analysts state that global growth will accelerate further if stability in the Middle East and demand increase in China are realized. 

The priorities of affluent consumers are changing sharply. Instead of displaying material possessions as status symbols, travel, special events, and gourmet experiences are gaining more importance. While luxury product sales show only 1–4% growth, experience-oriented spending is expected to increase by 3–7% this year. It is noted that reservations in the food, entertainment, and leisure sectors have increased by approximately 30%.

Claudia D’Arpizio, managing partner of "Bain & Co.," explained this change as follows: "What we have seen this year in the experience-based luxury sector is stability directed towards things that cannot be easily achieved with money — time, special access opportunities, and meaning. Luxury is no longer about what people own, but how they live.".

According to the report, the new travel and lifestyle trends coming to the forefront in the luxury world are:

* "Immersive Wayfaring" (immersive travel): Individual and slow travel models where local cultures are learned deeply instead of mass tourism locations are spreading rapidly. Such travels increased by 20% this year.

* "Inheritourism" (heritage tourism): In this trend where wealthy families travel together, Generation Z continues the travel habits of their parents.

* Luxury cruise travels: Sea tours continue to attract both new customers and stable luxury consumers.

* Less but high-quality gastronomy: The "gourmet" food sector continues its growth with the principle of "less but better." Signs of revival are also observed in the art market.

D’Arpizio states that consumers now want to spend differently, not just more: "Everyone is in search of moments that will make them feel special and unique.".