For indulgent travelers, “premium ROI” is service-led and risk-averse. According to Phocuswright’s research report Quiet Luxury in Motion: The Indulgent Explorer Mindset, safety and security (45%) and food and beverage quality (43%) are the most common non-negotiables. Privacy and well-being follow, and these attributes begin to distinguish a trip as truly premium after the basics are locked in.
Still, there are some unique generational differences. Food and beverage are the top priority for baby boomers+ (55%). For them, safety and security may be a non-issue in their travels. Gen X travelers are notably interested in high-touch service (34%). Millennials prioritize unique access (32%) that others don’t have, well-being (34%) and privacy (38%). The indulgent Gen Z traveler shows fewer clear differentiators aside from privacy (38%), suggesting preferences are still forming or are more situational.
When asked what makes a premium trip worth the price, exceptional service, privacy and space and “being made to feel special” lead for most cohorts. Gen Z stands out for including unique insider experiences (30%) among the top criteria, with exceptional service much lower. Baby boomers+ are more discerning. In addition to the other generations’ baseline trip attributes, they are also seeking an effortless, no-stress experience, all the “extras” and access to experiences they couldn’t get on their own.
Suppliers that balance privacy and exceptional service are well-positioned to differentiate themselves and earn loyalty. Many indulgent explorers, particularly those with a net worth of $100,000+, believe they should not have to give up personalization at the expense of their privacy.
Phocuswright’s Quiet Luxury in Motion: The Indulgent Explorer Mindset
This report is part of a comprehensive consumer research study examining what ultimately defines value for this high-spend segment and what their key priorities and pain points look like.