Seasoned Advisors Offer Advice on How to Boost Luxury Sales

This article originally appeared in the March issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.

Advisors looking to capitalize on the ever-evolving luxury market should consider promoting curated vacations that put the spotlight on exotic and unusual destinations coupled with immersive experiences, “Luxury clients are looking for ultra-personalized and unique experiences – nothing cookie-cutter or what friends may have also done,” said LBAC Travel Founder Elizabeth Henn.

She added that “fully customized vacations with private transfers, exclusive access and opportunities to have private/local guides provide unique, cultural interactions” are proving popular with her clients.

“Travelers are no longer satisfied with generic trips; they seek journeys that cater to their personal interests and passions,” said Jason Hedrick, director of operations and international travel specialist at CI Azumano Travel. “Think of hands-on cooking classes in Italy or traditional weaving workshops in Vietnam.”

High-End Adventures

“A notable trend emerging in luxury travel for 2025 is the rise of ultra-luxury nature experiences, particularly African safaris,” said Jonathan Alder, CEO of Jonathan’s Travels.

“While demand for European destinations has slightly softened, interest in these high-end adventures has surged,” he said.

“With Europe’s prices skyrocketing in recent years, Africa – once considered one of the most expensive trips – now aligns more closely with the costs of major global cities, making it a more compelling and competitive luxury travel choice.”

Furthermore, “desert destinations that were formerly overlooked are starting to become popular for the dramatic contrast in landscapes that feel like stepping onto another planet,” Alder said, citing such examples as Namibia’s Kalahari Desert and South America’s Atacama Desert.

Asia is continuing “to draw in luxury travelers as demand for immersive and experiential travel grows, so we have seen a significant surge in bookings across that region, spanning both northern and Southeast Asia,” he added.

Booking Patterns

In terms of booking patterns, Hedrick said it’s “a mix, with some clients booking way in advance while others are booking very close in under 60 days.”

Those who are booking well in advance include clients planning “highly sought-after experiences like safaris or cruises, where availability can be limited, and securing prime accommodations and itineraries is vital,” he said. “Planning ahead often provides better pricing options and ensures clients can travel on their preferred dates and seasons.”

“On the flip side,” Hedrick added, “some clients are still booking closer to the travel date, driven by a desire to monitor global events, travel restrictions and personal schedules more closely. Last-minute deals and flexible cancellation policies have made it more appealing for some clients to make spontaneous travel decisions.”

For Henn, many clients are continuing to book close in. “We have been trying so hard to change that mindset, as the closer-in bookings create such a challenge to find the exact accommodations and experiences they desire,” she said.

Benefits of Off-Peak Travel

“Traveling during the off-peak times often means fewer crowds, allowing for a more intimate and exclusive experience at popular landmarks and attractions,” said Hedrick. “Luxury travelers also appreciate the value found in off-season pricing, which can lead to enhanced accommodations and experiences at more competitive rates.”

“Some clients prefer the milder off-season weather for activities such as walking tours, hiking or engaging in cultural festivals, especially in regions like southern Europe,” he added. “This off-season approach aligns with the modern luxury traveler’s desire for unique and immersive adventures.”

Continued Growth

In the end, advisors remain optimistic about continued growth in the luxury segment. “As global travel continues to rebound, we expect a significant uptick in luxury bookings. There’s a pent-up desire for travel, especially for those who have deferred their adventures over the past couple of years,” Hedrick said.

“The demand for personalized and bespoke travel experiences will continue to grow. Clients are seeking unique journeys that truly resonate with their personal interests and passions.”

Although Alder said “the outlook for U.S. travel remains uncertain,” he remains “optimistic that demand will continue on an upward trajectory, driven by the resilience of the luxury travel market and its evolving opportunities.”

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