This year, luxury travel is less about ticking boxes and more about experiences that leave a lasting impression. Travellers are seeking properties that tell stories, offer distinct character, and engage all the senses. From restored palazzos and science-driven wellness programmes to immersive sporting itineraries and intimate boutique cruises, the emphasis is on authenticity, individuality, and experiences that connect visitors meaningfully to place.
Preferred Hotels & Resorts, representing more than 625 independent properties worldwide, has identified seven movements that are defining how sophisticated travellers are shaping their journeys this year.
Sport as the Destination
Hotels are moving beyond simply hosting guests near major sporting events and are instead creating fully integrated experiences that make sport the centerpiece of a trip. At The Post Oak Hotel in Houston, guests can watch a Houston Rockets game from courtside seats, relax in private lounges, and enjoy pre‑game hospitality that feels curated just for them.
The Post Oak itself is one of Texas’s most highly regarded luxury addresses, with spacious rooms and suites finished in warm, contemporary tones, a Forbes Five‑Star spa, and an art collection displayed throughout the property that gives the hotel a gallery‑like atmosphere.
In Jaipur, The Leela Palace extends polo into more than a sporting stop, with programmes that include VIP access, curated high‑tea experiences and evening soirees as part of its Polo in the Pink City season, set against the backdrop of Rajasthan’s dramatic landscapes and centuries‑old forts.
At Boston Harbor Hotel, overlooking Rowes Wharf and the harbor, guests are immersed in classic New England elegance, with views across the water, refined dining, and suites that open to sweeping vistas of the city skyline and sea. Sport has moved from background entertainment to a reason to travel.
Heritage Reimagined
Historic buildings are finding new life with modern comforts woven seamlessly into their story. Serras Sevilla, opening this spring, sits in an early 20th-century building where high ceilings and period mouldings are paired with airy, contemporary interiors.
Palais Jamaï Fès in Morocco similarly blends late‑19th‑century architecture with refined contemporary design. Between its heritage, iconic architecture, refined gastronomy, and an authentic atmosphere, the palace unveils its renewed brilliance at the heart of Fès’ culture, offering guests a full immersion in tradition while enjoying the comforts of modern luxury.
Science-Backed Wellness
Wellness is no longer just relaxation, it’s personalised, measurable and shaped by cutting‑edge approaches. At Amrit Ocean Resort in Florida, guests encounter a suite of therapies that includes flotation meditation, red‑light energy sessions and targeted IV infusions tailored to individual needs.
Sommerro in Oslo features a Sleep Clinic that integrates nerve stimulation and restorative practices informed by research, making rest and recovery a central part of the travel experience.
At The Alpina Gstaad in Switzerland, Eastern wellness philosophies meet modern biohacking techniques amidst the snow‑capped peaks of the Bernese Alps, allowing guests to reset in an environment defined by mountain air, calm, and panoramic views
Distinctive Design
Travellers today are seeking places with personality. Kasbah Tamadot in Morocco celebrates Berber design and handwoven textiles, with cultural experiences like tea ceremonies that immerse guests in local tradition.
Rancho Santana on Nicaragua’s Emerald Coast pairs hand‑painted tiles with villas that feel tucked into the hillside, offering forest spa treatments, surf lessons, and sun‑dappled ocean views that make the natural environment part of every stay.
Dusit Thani Bangkok offers a different approach, weaving contemporary art, culinary storytelling, and heritage design into a cohesive experience. Properties that embrace individuality invite guests to feel as though they are stepping into a world curated just for them.
Elevated Experiences for Pets
Luxury now extends to every family member. Nemacolin in Pennsylvania elevates pet hospitality with Wooflands Pet Resort & Spa, where canine guests enjoy spacious play areas, grooming, luxury boarding and even nature walks tailored to their energy and temperament.
The Mark in New York partnered with Dolce & Gabbana on Fefé, a sophisticated canine fragrance that reflects the hotel’s design sensibility and elevates the notion of pet amenities.
Hotel Chinzanso Tokyo’s landscaped grounds include a private dog park and curated city walks, while handcrafted treats and professional grooming services ensure four‑legged guests receive thoughtful attention at every turn.
Wellness is moving beyond the spa, embracing natural landscapes as part of the restorative journey. At Bernardus Lodge & Spa in California, rituals such as Moon Manifestations blend breathwork and mindfulness against the backdrop of Carmel Valley’s rolling vineyards and oak groves.
Casa Velas in Puerto Vallarta begins its grounding tour barefoot in the lush Botanical Garden before leading guests onto sand and sea at Tau Beach Club, where the rhythmic sound of waves and warm breezes deepen a sense of calm.
Boutique Cruising
Smaller, boutique vessels are redefining cruising by focusing on personalised experiences and thoughtful itineraries. The Mazaj Meroot, a 10-cabin vessel on the Nile, combines chef-prepared dining, a rooftop plunge pool, and full wellness facilities, creating a cruising experience more akin to a luxury hotel than a traditional liner.
Mazaj M/S Tamr offers alternative routes, while Taiwan’s The Archipelago blends day cruises, private yacht charters, and whale-watching expeditions. These intimate voyages prioritise quality of experience, offering guests the freedom to explore at their own pace and enjoy spaces designed for connection, comfort, and discovery.