Preferred Hotels & Resorts, the world’s largest independent hotel brand, has unveiled the top travel trends shaping the year ahead. From ultra-luxury and bucket list adventures to the rise of “cowboy core,” cosmic wellness and longevity practices, exclusive all-inclusive experiences, and the next evolution in multi-generational travel, the future of hospitality is brimming with innovation.
With over 55 years of expertise and a portfolio of over 600 properties across more than 80 countries, Preferred Hotels & Resorts is at the forefront of these transformative trends.
Emergence of Ultra-Luxury Transformational Experiences: Ultra-luxury travel and transformative experiences are set to define the hottest trends in 2025, as discerning travelers seek more than just destinations—they seek life-changing journeys. Reflecting this shift, Preferred Hotels & Resorts has unveiled its “Live Like a Legend” collection, featuring six bespoke luxury experiences at its prestigious Legend Collection properties worldwide. These offerings blend iconic locations, personalized services, and once-in-a-lifetime opportunities for guests to immerse themselves in unparalleled opulence. From a Rolls-Royce chauffeur tour in London to private helicopter adventures in Montana’s rugged wilderness, each experience is crafted to go beyond expectation. Whether indulging in art tours in Santa Monica or crafting songs with Nashville professionals, they redefine luxury as a deeply personal and transformative journey. With exclusive bookings through the Personal Legend Concierge service, the collection exemplifies a growing demand for exclusivity and uniqueness in travel. For more information on each Live Like a Legend experience, visit livelikealegend.preferredhotels.com.
The Rise of the Coolcation: As temperatures continue to climb, a “coolcation” offers an escape to temperate destinations that blend luxury with exclusivity in 2025. Instead of traditional sun-soaked beaches, travelers are seeking refreshing retreats with fewer crowds and curated experiences. Preferred Hotels & Resorts' Legend Collection leads this trend with unparalleled offerings in breathtaking locations worldwide. Whether soaking in the thermal waters in the Swiss Alps at 7132 Hotel, immersing in Nordic happiness at The Hotel Maria in Finland, embracing wellness practices at Lefay Resort & SPA Dolomiti in the Dolomite mountains, or teeing off at the iconic Old Course Hotel in Scotland, these properties redefine summer travel with cool sophistication. Each destination pairs exquisite accommodations with unique experiences, such as helicopter rides, innovative spa treatments, and world-class Michelin-starred dining.
Gen Z Redefines Luxury All-Inclusive Travel: Gen Z is transforming the all-inclusive travel experience, prioritizing convenience, unique experiences, and exceptional value. Today’s luxury all-inclusives go beyond buffets and budget accommodations, offering fine dining, wellness programs, and locally inspired designs. These resorts now provide personalized service, Michelin-starred restaurants, and expansive wellness offerings, setting them apart from traditional cookie-cutter hotels. Grand Velas Hotels in Mexico, members of the Preferred Hotels & Resorts’ Legend Collection, exemplify this trend. For example, Grand Velas Boutique Los Cabos, an adults-only resort, offers 79 spacious suites with private terraces and plunge pools, along with culinary experiences and tequila tastings. Another example of Latin America being at the forefront of this new luxury trend is SCP Corcovado Wilderness Lodge, a secluded Costa Rican jungle escape focused on sustainability and offering exceptional outdoor activities including jungle trekking and kayaking.
Home Away From Home: The demand for residential-style lodging continues to grow, driven by the growing popularity of multigenerational travel, personalization, and flexibility. Families, friends, and even business groups are seeking accommodations that cater to diverse needs, offering more space and privacy while maintaining luxury and convenience. To meet this demand, luxury hotel brands are investing heavily in expanding their residential offerings. Travelers now seek options like beachfront villas with access to resort amenities for family celebrations or serviced apartments in city centers for business trips and short-term relocations. Preferred Hotels & Resorts’ Residences Collection is expanding its portfolio to include more flexible options that connect guests with the local culture of their destination, while providing tailored spaces that meet the unique needs of today’s travelers. Examples include Le Logis, an exclusive 14-room French country estate, and Grosvenor House Suites, a luxurious home in London’s exclusive Mayfair neighborhood.
Cowboy Core: The world’s fascination with all things cowboy is riding high, influencing not only pop culture but also travel trends for 2025. Helped by the popularity of Yellowstone and Beyoncé’s Cowboy Carter, demand for cowboy-inspired experiences is surging, with ranch stays, horseback adventures, and star-lit camping trips all booming alongside destinations such as Montana and Wyoming. Luxury travel is embracing the trend with Alisal Ranch in California, which dates back to 1810, is where adventure and elegance meet with guests able to experience the authentic spirit of the Wild West, with rodeo lessons and horseback rides taking place across its 10,000 acres. Meanwhile, The Brush Creek Luxury Ranch Collection in Wyoming is a luxurious retreat in the heartland of America’s West, offering the perfect place to experience life on a working cattle ranch, with activities including horseback riding classes, cattle drives, and rodeo disciplines such as barrel racing and pole bending.
Longevity Wellness: Longevity wellness is at the forefront of 2025 wellness trends, combining advanced science and technology with traditional wellness practices to support recovery, healthy aging, and mental well-being. Biohacking recovery is one key element of this trend, offering innovative treatments and approaches to promote vitality and longevity. Alohilani Resort Waikiki Beach in Honolulu exemplifies this movement, blending Hawaii's rich cultural history with modern wellness techniques. The resort’s wellness center, Fit Waikiki, has been reimagined to offer rooftop aerial yoga and a full-service spa, inviting guests to rejuvenate both physically and mentally. For those seeking cutting-edge therapies, the Drip Hawaii medical spa provides Waikiki’s first IV lounge, offering advanced anti-aging and wellness treatments through nutrient infused IV therapy. This method delivers essential vitamins, minerals, amino acids, and antioxidants directly to the body, promoting optimal health and recovery. Other Preferred Hotels & Resorts properties also embracing longevity wellness with services such as cryotherapy, oxygen therapy, and advanced skin treatments include Lefay Resort & SPA Lago Di Garda in Italy and The Alpina Gstaad in Switzerland. These integrative wellness offerings, combined with luxurious accommodations, are becoming the go-to for those seeking to enhance their health, longevity, and overall quality of life.
Cosmic Cures: Cosmic wellness is growing in popularity, with spiritual immersive experiences helping guests find inner peace, clarity, and emotional balance. These programs encourage self-acceptance and focus on the present moment while promoting mental and emotional health. Palmaïa – The House of AiA in Mexico offers a tailored wellness journey called "The Architects of Life," which blends clean eating, holistic activities, and ancient rituals. Guests experience over 20 rotating classes, including breathwork, astrology workshops, tarot readings, and cacao ceremonies, all designed to foster transformation and spiritual growth. Similarly, Ojai Valley Inn in California invites guests to explore its Spiritual Wellness program, set amidst the serene Topatopa Mountains. The program taps into the area's natural energy vortex, offering activities like crystal healing, chakra clearing, and energy strategist sessions. The focus is on helping visitors connect with their true selves while honoring the valley’s native heritage. These wellness retreats are not only about relaxation, but also a deep, spiritual awakening, offering transformative experiences for those seeking to rejuvenate both body and spirit.
Conscious Travel: Conscious travel has evolved from a trend to become a lasting shift in how people explore the world. Travelers are increasingly opting for secondary cities and lesser-known destinations that offer the same charm and culture as their more famous counterparts, but with fewer crowds (sometimes referred to as ‘destination dupes’). In 2025, this shift is supported by improved air access and more diverse travel itineraries, allowing for a wider range of options with destinations such as Guadalajara, Mexico; Suzhou, China; and Belfast, Northern Ireland all seeing a surge in popularity. Hotels are also adapting to this shift, staying open longer to cater to demand, particularly during shoulder seasons, giving travelers the opportunity to explore these emerging destinations outside of the typical peak travel periods. As the desire for more authentic, less crowded experiences grows, these lesser-known locales are perfectly positioned for conscious travelers seeking both culture and tranquility. Also aligning with this increasing travel awareness, is a wider shift towards companies that are focused on sustainability. Sister brand to Preferred Hotels & Resorts, Beyond Green is well-positioned to cater to this interest with a global portfolio of some of planet Earth’s most sustainable accommodations, representing more than 50 hotels, resorts, and lodges across 22 countries. Additionally Preferred Travel Group, the parent company of both brands, announced in December 2024 its Climate Action Plan, with a goal to halve the organization’s carbon emissions by 2030 and achieve Net Zero by no later than 2050.
Pride Travel: Pride travel is set to soar in 2025, with LGBTQ+ travelers embracing global Pride events as vibrant opportunities for celebration, connection, and cultural exploration. Iconic cities like New York, Berlin, and São Paulo continue to lead with expanded parades and festivals, while emerging destinations such as Bangkok and Cape Town are quickly becoming popular for their distinctive Pride celebrations. Washington, D.C. will be the focal point of Pride travel in 2025, hosting World Pride from May 17 to June 8, marking the 50th anniversary of Pride celebrations in the city. For those seeking inclusive luxury, the Preferred Pride program by Preferred Hotels & Resorts stands out as a key resource. Spearheaded by Rick Stiffler, Senior Vice President of Leisure Sales, the program provides specialized training to over 300 luxury hotels, resorts, and residences to ensure they offer a warm, inclusive experience for LGBTQ+ travelers. Guests booking through Preferred Pride enjoy exclusive perks, from curated recommendations for local Pride events to personalized services and elevated amenities. This combination of vibrant Pride celebrations and inclusive luxury hospitality highlights a growing trend in LGBTQ+ tourism.
For more information on the properties and experiences represented within the Preferred Hotels & Resorts portfolio, please visit www.PreferredHotels.com.
