In 2025, a significant shift is on the horizon for the world’s wealthiest consumers as they reimagine what luxury means in today’s fast-changing world. This change reflects a broader cultural shift towards prioritizing health, meaningful experiences, and personal well-being over material possessions. Luxury wellness travel is at the forefront of this movement, with affluent individuals increasingly seeking exclusive wellness retreats, personalized spa experiences, and transformative travel that nurtures both body and mind.

A recent study by financial services firm Charles Schwab reveals that affluent individuals are re-channeling their spending toward travel and wellness, reflecting a broader cultural shift toward prioritizing health, adventure, and self-care.

More Travel, Less Luxury Shopping

Among individuals with at least $1 million in investable assets, 40% plan to travel more than last year, making it the top spending priority for 2025. This trend is already shaping the tourism industry, with companies offering exclusive experiences such as private jet world tours, luxury train journeys, and high-end wellness retreats to cater to the growing demand.

Meanwhile, 31% of wealthy consumers say they will spend less on luxury goods, marking a departure from last year’s “quiet luxury” trend. The shift indicates a growing preference for experiences over material possessions, reinforcing the idea that personal well-being and adventure are becoming the new definition of luxury.

Health Becomes a High-Priority Investment

In addition to travel, 26% of affluent consumers are planning to spend more on their health in 2025. From wellness tourism to spa retreats and fitness-focused vacations, these individuals are embracing wellness as a luxury in itself. Many are opting for personalized healthcare programs, medical check-ups at top clinics, and rejuvenating experiences at exclusive wellness resorts. The wealthy are increasingly seeing investment in their health as crucial for enhancing longevity and quality of life.

In addition to specialized wellness retreats, The Luxury Collection (Marriott) is another key player in the intersection of luxury travel and wellness. With a selection of curated, wellness-focused properties worldwide, The Luxury Collection provides high-end travelers with tailored experiences that emphasize physical and mental well-being. Their resorts offer holistic wellness programs, from yoga and spa treatments to meditation retreats, ensuring guests have access to a comprehensive wellness experience that blends relaxation with personal rejuvenation. This integration of luxury accommodations with wellness practices highlights the growing demand for meaningful, enriching travel experiences.

Check out three standout hotels from The Luxury Collection (Marriott) that offer luxurious wellness experiences:

1. Amanemu (Ise-Shima, Japan)
   • Located in the serene Ise-Shima region, Amanemu combines Japanese tradition with luxury wellness. The resort offers an exclusive onsen (hot spring) experience, a variety of wellness treatments, and yoga retreats designed to rejuvenate the mind and body. Its peaceful surroundings make it a perfect escape for those seeking tranquility and holistic health.
2. The Chedi Andermatt (Andermatt, Switzerland)
   • Situated in the Swiss Alps, The Chedi Andermatt blends alpine beauty with high-end wellness offerings. The hotel features a 2,000-square-meter spa with a range of treatments, including traditional Swiss therapies, yoga classes, and a wellness retreat designed to relax and restore guests in a breathtaking mountain setting.
3. The Phoenician (Scottsdale, Arizona, USA)
   • Set in the desert oasis of Scottsdale, The Phoenician offers an expansive wellness center with personalized treatments, yoga, meditation, and fitness programs. The resort’s state-of-the-art spa is complemented by stunning desert landscapes, making it an ideal destination for those seeking a luxurious and restorative retreat.

These properties exemplify The Luxury Collection’s commitment to offering exceptional wellness experiences in stunning, tranquil settings.

Real Estate Over Cars and Education

Another key area where wealthy consumers are reallocating funds is real estate. About 23% intend to renovate or upgrade their homes, prioritizing comfort, security, and long-term investment over fleeting luxury trends. This trend highlights a growing focus on creating personal havens that support well-being.

Conversely, spending on education and luxury cars is declining. According to the report, 26% of high-income individuals will reduce their education-related expenses, while 20% plan to spend less on luxury vehicles. These shifts indicate a change in priorities, where experiences and long-term investments are viewed as more rewarding than traditional symbols of status.

Optimism About Investments and the Economy

Despite global uncertainties, 56% of the ultra-wealthy remain confident about their financial portfolios and the broader economy in 2025. Many are adjusting their investments to adapt to changing risks, with 64% planning to fine-tune their strategies in the coming months. While they are shifting their personal expenditures, they are maintaining optimism about their financial futures.

The Future of Luxury: Meaningful Experiences Over Material Goods

The findings from Charles Schwab’s study signal a major transformation in luxury spending. Wealthy consumers are increasingly choosing experiences that nurture their physical and emotional well-being over traditional high-end goods. Travel, wellness, and personal enrichment are becoming the new luxury, reshaping industries such as tourism, real estate, and healthcare.

As the wealthy redefine what luxury means, the tourism and wellness industries are poised for growth, catering to an audience eager to invest in their health and explore the world in new and enriching ways. The future of luxury will not be defined by what we own, but by how we experience life.