Copyright forbes
The well-heeled traveler is looking to gift an experience that also gives something back to the land and community. Travel industry experts are documenting a growing trend among the world’s ultra-high-net-worth individuals for gifting experiences instead of material objects. And not just a pre-planned cruise or package vacation, but highly personalized, precisely curated travel experiences. “When someone already owns multiple homes, cars, yachts, and the finest objects, another high‑end handbag or watch adds little incremental excitement,” explains Katrina Aleksa, personal gifting concierge and founder of Roxy Wraps. “In behavioral science, the hedonic treadmill means we adapt to new possessions quickly; the excitement fades. But an experience, especially one that surprises, immerses, or transforms, has more staying power in memory and emotional impact.” So what makes a vacation worthy of gifting to those who have it all? Luxury that’s been tailored, not templated “Brands are recognizing that luxury thrives on experiences that money technically can’t buy,” says Aleksa. “That means it’s never just the destination; it’s the way a place remembers you.” That could mean when a hotel engraves your name on the back of a bamboo bicycle, handwrites your favorite wine on a welcome note, or has your child’s bedtime story waiting in the room. “That kind of intimacy can’t be bought off a shelf. It feels like luxury that’s been tailored, not templated,” she adds. "An experience, especially one that surprises, immerses, or transforms, has more staying power in memory and emotional impact,” says Aleksa. Left: Katrina Aleksa. Right: Maximilien T'Scharner Aleksa says that it is also why, when it comes to high-value travel gifting, the real art lies in anchoring the spectacle in sentiment. “The private jet, the five-star suite, the exclusive dinner - they’re all impressive, but what makes a gift unforgettable is the emotional thread that runs through it.” As such, she is seeing a move away from “look where I’ve been” to “look what this journey meant”. Younger generations in particular don’t want classic luxury, but instead prioritize transformational, purpose-led experiences that align with their identity, values, and worldview. ‘It’s no longer about grand gestures or far-flung opulence, but about intention’ Soni Dhariwal is a travel expert and the founder of bespoke planning service Luxury Travel by Soni. She receives plenty of requests for tailor-made travel experiences to gift around the festive season and, like Aleksa, is seeing a clear theme. “It’s no longer about grand gestures or far-flung opulence, but about intention. The most meaningful gifts now centre on shared time and emotional connection,” she says. “The question I’m hearing more often is, ‘Where can we go together that allows us to feel closer?’” It’s no mean feat to orchestrate a deeply personal, meaningful trip for a stranger, so for Dhariwal, connecting with her clients is key. “I look closely at who they are, not just what they enjoy, but what restores them, what excites them, and how they connect,” she says. “From there, I design around the senses: the feel of a sunrise breeze on skin, the scent of sea salt, the texture of local craftsmanship, the rhythm of a meal shared at just the right moment.” She then works closely with staff at hotels and resorts so they, too, feel a certain intimacy with a guest beforehand. “I bring my clients to life for them before they even arrive, so when they step into a property, they’re not treated as guests, but as honored friends,” she says. Travel gifts that give something back The UHNW are also moving away from blow-out luxury. As Dhariwal puts it, the measure is now less about the thread count and more about experiences that move travelers. Instead of a celebrity chef, they want someone who grew up in the area and introduces them to hyperlocal cooking. Instead of an anonymous hotel chain, they want a host on hand, ready to wax lyrical about their passion project. Coupled with that is a greater sensitivity to the properties being patronized. The well-heeled traveler is looking to gift an experience that also gives something back to the land and community. For example, The Brando in French Polynesia ensures guests actually live the hotel’s carbon-neutral and sustainable policies. From reef restoration projects to Polynesian-led cultural experiences, guests participate in preservation rather than simply observe it. In Cambodia, Shinta Mani Wild has turned conservation into adventure, inviting guests to join anti-poaching patrols and understand the ecosystems they’re helping to protect. In Iceland, Deplar Farm has mastered the art of multi-generational travel mornings filled with heli-skiing or spa rituals, and evenings gathered under the northern lights. “The new luxury is about connection to nature, to culture, to one another and the quiet understanding that meaning is the ultimate mark of exclusivity,” says Dhariwal. Editorial StandardsReprints & Permissions
