Demand for upscale and luxurious products has been rising steadily in the travel and tourism sector

The increased need for privacy, a greater focus on health and wellbeing, a desire to tick off ‘bucket list’ experiences, the tendency to take longer trips, the focus on eco-tourism, and an increase in millionaires means the theme of premiumization will continue to grow in importance. The travel industry will experience a surge in demand for higher-end and customized offerings as experiential consumption keeps growing. While premiumization attracts only a small number of global travelers, it is a valuable revenue stream for companies as it is unlikely to be impacted by external factors like economic downturns.