American Express Reveals the Top Trends Shaping Luxury Travel
American Express, a member of HSMAI Europe, has unveiled the top trends driving luxury travel, providing the hotel industry with essential insights to adapt to shifting guest expectations.
With its deep understanding of how Card Members travel, based on research and insights, Amex has emphasised the growing trends around experiential travel, personalisation, 'bleisure' (business and leisure) travel, multi-generational trips, and the use of AI to plan and book, among others.
Travellers are also becoming savvier by 'stacking loyalty reward points and using benefits across credit cards and travel programmes to maximise their trips', said Veronique Raynaud, Vice President and General Manager, Global Client Group International at American Express, speaking to HSMAI Europe.
Citing the American Express Travel 2025 Global Travel Trends report, Raynaud said travel had shifted to experiences with purpose. Nearly two-thirds of global respondents plan to book a trip around entertainment events or plan on taking at least one trip for a sporting event in 2025, reinforcing that traveling for experiences continues to be a driving force, she explained.
Younger generations are leading the charge for meaningful, experience-driven travel, the research found; in particular, 70% of Millennials and Gen Z prefer to plan trips that focus on enjoying the journey as much as the destination, opting for luxury rail, cruises, and unique cultural immersions.
They are the biggest adopters of travel-friendly technology too, with Amex's report revealing 83% of Millennials and Gen Z find at least one aspect of Gen AI technology useful for booking travel, highlighting the importance of seamless digital integration.
Family adventures are also increasingly popular – from Millennial and Gen Z parents who let their kids take the lead on planning to bringing extended family along, said Reynaud. To attract these travellers, hospitality brands should think about their overall offer ensuring that their service offering resonates across generations.
Additionally, loyalty programmes and strategic partnerships with travel brands can significantly improve guest engagement and retention. For Amex, partnerships enhance our Card Members' journeys, providing value and convenience , Reynaud explained.
Highlighting the importance of Amex's insights, HSMAI Europe President & CEO Ingunn Hofseth said: American Express, a valued organisational member of HSMAI Europe, provides exceptional expertise in understanding consumer behaviour, particularly as younger generations become key players in the luxury travel space. We can also learn from how Amex has pivoted to meet evolving expectations, from loyalty and payments to experiences and technology, forging deeper connections with high-value travellers.
She added: This synergy between American Express and the hospitality industry presents significant opportunities for hoteliers to align their services with the latest trends, embrace new technologies, and leverage loyalty programmes to build long-term, personalised relationships with their guests.
Read the full interview
About HSMAI Europe
HSMAI – Hospitality Sales and Marketing Association International – is a global organisation founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality, travel and tourism industry. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales, marketing, and revenue management disciplines.
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