What Luxury Travelers Really Want From STR Hosts

We Read the Minds of 2,000 Luxury Travelers. Here's What They Really Want.

What's the difference between an Airbnb that feels overpriced and one that feels totally worth it?

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Luxury travelers know the answer. And this week, we're getting the truth directly from them.

Travel provider Arrivia and research firm Phocuswright recently released reports studying luxury travelers. They surveyed over 2,000 US travelers to find out who these guests are, what they think, and what makes a luxury experience truly worth the price.

Why should you care? Luxury hospitality spending is on track to hit $390 billion by 2028. If you've got a highly optimized, expertly designed stay with luxury amenities, these are the people who will pay top dollar for your property.

But to attract them, you need to understand how they think.

So for this week's Market Monday, we're not looking at a place. We're looking at the STR luxury market. Here's what the research revealed.

                                                                    READ THE FULL BREAKDOWN                                                                                                                                                                                                        

Who Luxury Travelers Are and What They Want

The data shows two main segments, and they behave very differently.

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Aspiring luxury travelers have a net worth between $100,000 and $1 million.

• 36% are Millennials
• 41% have children at home
• 73% work full-time

They're still building wealth but are willing to spend on travel that feels worth it.

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Traditional luxury travelers have a net worth above $1 million.

• 43% are Boomers
• 29% are retired

They've got more accumulated wealth and different expectations.

What Luxury Guests Actually Want From a Stay

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It's not what you think. When asked what matters most when booking a luxury trip, 34% ranked comfort as their number one priority. That's more than double the next closest category.

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Here's the full breakdown.

  •  Comfort (relaxed, convenient travel): 34%
  •  Money (highest quality money can buy): 15%
  •  Uniqueness (unforgettable experiences): 12%
  •  Time (enough to immerse, not rush): 11%
  •  Service (every need handled, no logistics): 10%
  •  Wellness (rejuvenation, spa): 7%
  •  Exclusivity (access to people, events): 7%

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What does comfort mean to these guests? It means relaxed, frictionless, convenient travel. Fewer complications. More reassurance. A trip that unfolds smoothly without unexpected problems.

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For aspiring luxury guests, a hassle-free stay feels genuinely luxurious. For traditional luxury guests, seamless execution isn't a bonus, it's the bare minimum.

That's not all. Beyond comfort, 28% of respondents said they're seeking more meaningful or cultural experiences.

And 23% said they're less impressed by status symbols and more focused on convenience and value.

Millennials Aren't Ruining the Luxury Market

Millennials stand out as the biggest spenders on lodging within the aspiring luxury bracket. A full 17% said they're willing to spend between $500 and $749 per night. That outpaces Gen Z, Gen X, and Boomers in the same wealth tier.

Families with children book luxury activities much more often than households without kids. 23% of families booked at least four luxury activities in the past three years. Only 9% of non-families did the same.

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The Indulgent Explorer Mindset

Beyond comfort, Phocuswright's research introduces the "Indulgent Explorer." These travelers don't spend more on everything. They practice selective splurging. They choose specific elements of a trip to elevate while being budget-conscious for the rest.

Your goal? Be excellent in the categories that matter most to your target guest. Become the thing they choose to splurge on.

  •  For a couple celebrating an anniversary: privacy, views, a romantic outdoor space, romance packages

  •  For a family with young kids: space, convenience, kid-friendly amenities, family entertainment options

  •  For a group of friends: entertainment, outdoor living, proximity to nightlife

Indulgent explorers also crave novelty. They want new and exciting settings and experiences that feel hard to replicate. A pretty view isn't enough. The experience has to deliver.

The One Unexpected Thing That Attracts Luxury Guests

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There's one insight from the research that could change how you market your property. It's a massive luxury booking gateway.

And here's the wild part. This doesn't just attract the 1%. It attracts even more high-value bookings from lower and average wealth levels. They're trading up for one specific reason, and it's the secret to more demand and higher ADRs.

Curious? You'll have to read our full breakdown to find out what it is.

                                                                                      GET THE FULL LUXURY TRAVEL GUIDE                                                                                                                                                                                                                              

What have we learned? Luxury premium stays aren't about flashy status symbols. It's really about being a master of the basics: hospitality, comfort, convenience, and entertainment.

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You might have the coolest amenities, the most eye-catching design, or the biggest wow factor...But without these pillars, you're not a true luxury experience.

Happy investing,

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The Host Camp Team

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