The concept of excessive luxury for the ultra-rich has been changing especially over the last century. The definition of what constitutes a luxury experience has changed dramatically, influenced by socioeconomic changes, technological advances and evolving customer preferences.
For billionaires and the ultra-rich, the technique is absolutely different from that of the maximum. To the max, everything is organized for them through a personalized agent or personal assistant who attends to each and every detail of their personal tastes to ensure a flawless vacation.
The most important requirement is exclusivity, since the rich sometimes do not like to share their vacations with crowds of tourists. Billionaires enjoy traveling in teams or large families and participating in personal social activities during their vacations. This also ensures privacy, allowing you to relax and enjoy your time without interruptions.
“Over the past century, the concept of luxury in travel has undergone significant transformation, mirroring wider societal developments and changing consumer tastes,” explains luxury travel expert Kostas Panagakis from Travelworks. “From the lavish grand tours of the early 20th century to the highly customized and sustainable experiences of today, the luxury travel industry has consistently evolved to satisfy the aspirations of discerning travelers,” he adds. “Looking ahead, the focus on personalization, exclusivity and sustainability is expected to remain central to the luxury travel sector, paving the way for increasingly sophisticated and impactful experiences.”
According to a McKinsey report published in 2024, the belief in luxury among the ultra-rich has evolved. Looking ahead to 2025, higher net worth Americans are seeking global destinations that offer the exclusive reviews they crave and are booking theirs now.
The report adds, “High-net-worth individuals (HNWIs) tend to trust boutique travel agents, seek privacy and exclusivity and favor exotic destinations. Very-high-net-worth individuals are more likely to book large suites to preserve intimacy and tranquility, prefer end-to-end experiences steeped in local ambiance and may focus less on hotel brand names. Ultra-high-net-worth individuals (UHNWIs) prefer quiet luxury with personalized service—targeting remote, private destinations, accessible via private airports or helipads, that feature tailored experiences available nowhere else.”
These travelers focus less on hotel brand names and more on unique, immersive experiences that connect deeply to the locale. This indicates a larger movement within the luxury travel space to provide both opulence and rewarding bespoke experiences that resonate on a personal level.
A recent Virtuoso travel report details, “There is continued demand for exclusive-use experiences such as VIP transportation, luxury yachts and private residences, along with itineraries incorporating next-level stimulation and engagement. Requests for these exceptionally high-end experiences have increased for 89% of Virtuoso advisors. Leading trends in ultraluxe travel include expedition cruises, exotic destinations (such as Fiji, the Maldives, and Thailand) and African safaris.”
Billionaire Jeff Bezos had his Superyacht Koru and its support vessel Abeona cruising the Mediterranean this Summer.
Billionaires spend their holidays in the Mediterranean or Caribbean on private superyachts or chartered voyages. Many giga-yachts (over 400 feet) include extravagant amenities such as multiple helicopter platforms, cinemas, hospitals and spas that surpass even the most exclusive resorts in the world. These boats symbolize power, showcasing their owners’ wealth by proving that bigger is better. I have often noticed the largest yachts anchored near each other in locations like Capri and Greece, forming the ultimate floating private members club.
This summer, many billionaires and their yachts were delivered in gigantic quantities. Among them, Jeff Bezos visited Greece with his 417-foot sailboat Koru, along with well-known friends such as Kim Kardashian; billionaire David Geffen visited the Mediterranean aboard his 454-foot megayacht Rising Sun; and billionaire Michael Jordan in the Mediterranean with his 244-foot MBrace yacht.
Jonny Dodge has fun on a superyacht as the experiential experience gains popularity among affluent consumers.
When it comes to billionaires, the magnitude of what they’re looking for is on a whole new level, says Jonny Dodge, curator of excessive luxury and CEO of GP Management. “At our company MyOcean, we have noticed a significant increase in inquiries related to yachts over one hundred meters. Standard yachts that can usually accommodate up to 12 visitors are simply not suitable for such visitors. They travel with a giant entourage (family, friends , affiliates) and want the area and amenities that only the largest yachts can offer.
“Destinations are also evolving,” he adds. Typical tours of the South of France or Mykonos are still popular, but there is an increasing demand for off-the-beaten-path tours. Billionaires seek out exclusive destinations and provide exclusive reports that few can claim. We are talking about the remote bays of Southeast Asia, the wild appeal of Patagonia or the virgin coasts of remote islands in the Mediterranean. These consumers need anything that gives them more than luxury: they need adventure, exclusivity, and most importantly, anything that truly reflects who they are today.
Your Sky offers personal charter flights for the ultra-wealthy seeking exclusive experiential adventures.
Forget business or even first class; The wealthy are more likely to take personal jets for privacy and comfort purposes. Surprisingly, many ultra-wealthy people use shared-ownership statutes instead of having to own their own planes.
“Commercial flights are simply an inconvenience for billionaires: it is unthinkable. It’s not just about avoiding crowds, but also about maintaining privacy, safety, and control of your time,” explains Array Jonny Dodge. “At Your Sky we can take their favorite foods on the plane, from McDonald’s to caviar to Nobu, yes, really, all three!This point of detail is non-negotiable for our clients. Commercial flights don’t offer that point of privacy or personalized delight they require. Time and discretion are the ultimate luxury in your world, and flying personally is the only way to guarantee both.
Glide Villa on the Greek island of Paros. One of the most exclusive beachfront villas with kite-in and kite-out in the Mediterranean
The trend among billionaires is continuing towards renting private villas or utilizing exotic vacation homes that cater to their specific needs. This is driven by a desire for privacy and exclusivity. Also, the shift from traditional holidays to extended stays reflects a broader trend of living and working on the move.
Savvas Savvaidis, President and CEO of Greece Sotheby’s International Realty, says: “As the needs of ultra-wealthy travellers evolve, there is an ever-increasing demand for homes that offer much more than luxury; They will have to offer unprecedented personalized experiences. The villa in Paros is designed for adventurous travelers and kitesurfing enthusiasts; Its exceptional location on a personal beach allows visitors to dive directly into the Aegean Sea, offering an advantage for kitesurfing. “
Aerial view of Villa Treville in Positano, one of the most popular resorts on the Italian coast, attracting wealthy travelers.
Madonna and Jennifer Lopez recently spent their summer holidays at the exclusive Villa Treville in Positano, where legendary General Manager Martino Acampora explains, “Today’s discerning traveler isn’t just looking for luxury—they’re looking for personal touches that make their stay unforgettable. When one of our long-time guests requested a custom upholstery set for their favorite room, it wasn’t just about redesigning the space; it was about creating a home away from home. So, every time they visit, we go full ‘interior design squad,’ ensuring their personal touch is ready and waiting. It’s those unique, thoughtful details that make the difference. After all, true luxury lies in the heartfelt experience, not just the amenities—and that’s exactly what Today’s UHNWI traveler values most.”
Cameron Biafore, co-founder of Global Base, adds: “Billionaires are also less interested in classic resorts and prefer personal villas where they can enjoy the entirety of their surroundings. Younger consumers are looking for ultra-modern, technology-integrated spaces that allow them to stay connected and maintain their lifestyle, no matter where in the world they are; Older consumers are looking for anything that combines luxury and comfort: a position where they can relax and entertain their visitors in an environment that is completely their own.
Wealthy travelers prefer privacy and convenience and private helicopters are among the most popular option
Jonny Dodge organizes some of the most extravagant custom experiences for his wealthy clients at GP Management. “They are pushing the boundaries of bespoke travel, and it’s all about scale and exclusivity. We’re seeing a growing trend where they’re not just chartering yachts or private jets—they’re chartering entire cruise ships or large Airbus private jets to accommodate big groups of people. This isn’t about a vacation; it’s about creating an experience that brings together large groups of friends for unique life-changing trips.”
“There is a great appetite for adventure, with a preference for everything that no one has done before,” he adds. “We’re talking about personal expeditions to Antarctica where you can explore the last true wilderness on the planet, or luxury cruises that take you to the most remote corners of the planet, all with the highest degrees of comfort and service. They’re not just about trips: they’re trips designed to be shared with giant teams of family, friends or painting colleagues, making them as much about netpainting as they are about adventure.
Micato Safaris sets you up for exclusive luxury lodging in Africa
Dennis Pinto, Managing Director of Micato Safaris, says, “After 60 years of orchestrating safaris, be it for affluent, celebrities, captains of industry, or heads of state, we’ve found that well-heeled travelers want meaningful experiences and unique access, coupled with the inevitable bragging rights, including private satellite communications on demand.”
“In 2025, visitors to Micato will travel by helicopter to the remote Turkana Basin, near Ethiopia, to meet the famous paleoanthropologist Louise Leakey at one of her excavations,” he adds. “They will also sandboard the vast dunes of Kenya’s hidden and virtually inaccessible Suguta Valley, track the elusive snow leopard in India’s Ladakh, venture into South Africa’s Tswalu Game Reserve, and take coveted spots in a snowmobile. chase to practice as a veterinarian. The team drops rhinos from a helicopter and travels to Rwanda to privately track silverback gorillas with one of Dian’s guides. Fossey. Everything from camps, lodges and jungle villas to all types of places. Shipping is for exclusive use.
Looking ahead, billionaires are no longer content with luxury: they need unique, life-changing experiences. In fact, they have the resources to achieve it, on a scale beyond imagination.
Ultra rich
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