A family run hand in hand down a tropical paradise beach during sunset.

Contributors

Lisa Tormino

Head of Family Lifestyle, J.P. Morgan Wealth Management

Karen Magee

President, Valerie Wilson Travel by Chase Travel

If you’re soon jetting off to vacation in another city, coast, country or all of the above, consider what might be motivating you. Maybe it’s the draw of a unique experience specific to the destination, a yearning for a restful and rejuvenating getaway or excitement for an upcoming milestone that deserves a change of scenery and touch of luxury.

If any of these resonate, you’re in good company. According to recent survey data from Chase Travel and insights from Valerie Wilson Travel (VWT) by Chase Travel, exclusive experiences, wellness and special occasions are currently key components of high-end travel.

Let’s take a closer look at the trends shaping this travel season.

Upscale souvenirs

There’s something truly special about purchasing goods from the place of their renown. While it’s important to keep in mind that this approach to acquiring luxury items doesn’t necessarily reduce cost (consider customs fees, for example), the experience of visiting the brick and mortar and hand-selecting items can certainly be worthwhile. The survey found that travelers are intentionally seeking out exclusive, high-end goods – making shopping a central component of their travel experience.

What are people buying? Wines in France have emerged as the most sought-after item, with 45% of travelers willing to cross the Atlantic for this indulgence.1 Also high in demand are vintage items – from Japan. Tourism to the island nation has skyrocketed in recent years, up a whopping 47% in 2024 compared to the previous year.2 Vintage shopping for luxury brands in cities like Tokyo is a popular activity, drawing crowds from around the world. Additionally, some more classic shopping experiences continue to top the list, including high-end watches in Switzerland and leather goods in Italy. Respondents to the survey also expressed strong interest in traveling to Morocco for the spice markets.3

The rise of the “soft adventure”

While shopping remains a key focus, VWT travel advisor Sue Shiffman is also seeing an emerging trend of traveling and using vacation time for "soft adventures" and wellness experiences. "Travelers are increasingly asking to book excursions like walking trips and visits to medical spas in different parts of the world," Shiffman observes, reflecting a broader shift toward prioritizing wellness and relaxation.

This aligns with the survey data, which showcases growing demand for varied alcohol-free beverage offerings while traveling. Furthermore, 66% of travelers are seeking rejuvenating, mindfulness-focused trips that allow them to unplug from technology.4

From nature-based immersive escapes to spa resort weekend getaways to detox and silent retreats, the wellness tourism industry is seeing a boom – and, according to Statista, it is slated to be a trillion-dollar industry by 2028.5 Interested travelers can experience high-end rest and relaxation packaged into itineraries that often feature regional specialties, like sauna therapy in Scandinavia or body scrubs in South Korea.

Celebrating in style

Occasions are another significant driver of luxury travel this year – in fact, 80% of respondents say they are traveling with intention and for specific occasions, such as birthdays and anniversaries. Shiffman noted that this trend is reflected in her bookings, having recently booked for a couple celebrating their 50th wedding anniversary in Japan, while another family is traveling to Australia to watch their daughter run the Sydney marathon. 

What trips offer beyond (or in addition to) a material gift is a memory associated with the time, place and experience – one that can potentially be revisited at later milestones.

As Shiffman puts it, "Luxury travel is evolving to encompass not just visiting specific destinations, but partaking in bespoke, immersive experiences that will foster memories (and maybe a few high-end keepsakes) that travelers can cherish for years to come."

We can help

Crafting a unique and unforgettable trip doesn’t have to be daunting – or time-consuming. Your J.P. Morgan advisor can help get the ball rolling and can connect you with our in-house luxury travel experts.

References

1.

Chase Travel, “Summer 2025 Trends Survey.” (May 2025)

2.

The World Economic Forum, “How Japan is redesigning tourism to benefit local communities.” (May 13, 2025)

3.

Chase Travel, “Summer 2025 Trends Survey.” (May 2025)

4.

Ibid.

5.

Statista, “Market size of the wellness tourism industry worldwide from 2019 to 2023, with a forecast to 2028.” (November 2024)

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