By David Maclean,Forbes Staff
Copyright forbes
Travel has overtaken luxury vehicles as the primary symbol of having “made it” among mass affluent Americans, according to the Forbes Research 2025 Mass Affluent Survey.
We polled more than 1,000 people with between $200,000 and $2 million in investable assets, and found that 59% of respondents consider travel to be a top marker of success. Among respondents in the highest wealth tier surveyed ($1 million+), travel as a status symbol jumps to 75%.
Seventy-four percent of respondents overall say they prioritize memorable travel experiences over material purchases, and travel ranks as the mass affluents’ second-highest monthly expense at an average of $1,228, trailing only housing costs.
The full list of success indicators shows the significant gap that exists between travel and other luxury lifestyle accessories:
Symbols Of Success: The Signs People Have ‘Made It’
Travel: 59%
Luxury vehicles: 31%
Entertaining in the home: 29%
Experiences like parties, backstage passes, front-row seats: 19%
High-end consumer electronics: 19%
Designer clothing: 18%
Collectables (e.g., art): 18%
Designer accessories (e.g., belts, handbags, etc.): 15%
Designer jewelry: 15%
Designer watches: 14%
Premium spirits: 14%
Why And How Do The Affluent Travel?
The primary motivation for travel is to disconnect and relax (57%), followed by family vacations (52%) and exploring and learning about new cultures (44%). Celebrating milestones like birthdays and anniversaries ranks fourth (33%).
The least popular motivations include wellness retreats (19%), adventurous experiences or extreme sports (15%), blending business with personal travel (12%) and ecotourism (8%).
While travel has become the ultimate status symbol, that doesn’t mean mass affluent Americans prioritize blow-out, high-spending trips. More than half (56%) prefer authentic cultural immersion and unique experiences over traditional luxury stays. Even among the wealthiest respondents ($1 million+), 55% choose authentic experiences over high-end accommodations. This preference for authenticity peaks among travelers aged 31-50, 74% of whom favor cultural immersion.
When it comes to booking travel, the factors that influence the affluent’s purchases suggest practicality is paramount:
Affordability and value for money: 62%
Destination appeal (e.g., attractions, culture, and experiences): 58%
Safety and security: 57%
Accommodation quality: 54%
Transportation convenience (e.g., proximity to an airport): 33%
Writer: David MacLean
Editor: Romy Oltuski
Researcher: Dejarelle Gaines
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