What 86% Of Ultra-Luxury Travelers Want, And How 3 Trips Get It Right

Forbes

23-05-2025

Aerial view of the Tetiaroa Atoll in French Polynesia.
86% of ultra-luxury travelers define a vacation as a way to disconnect from work fully. Nearly all, 97%, plan to travel specifically to reduce stress, anxiety or fully unplug, according to Flywire's latest study.
Well-being is the top priority for travelers spending $10,000 or more on their trips, looking for private space, personalized service, and fine dining. Only 36% said they plan to take bucket list trips, while 84% named personal joy, self-discovery and slow travel as the reasons for their vacation.
The study also shows that 36% of ultra-luxury travelers always seek accommodations with sustainability-focused policies when booking trips, while 86% consider sustainability at least some of the time.
So, where can affluent travelers go to truly unplug, travel sustainably and immerse themselves in the journey, not just the destination?
A luxury steam train, evoking the charm of old-world elegance, awaits its guests in Pretoria, ready to take them on an over 2,000-mile journey through Southern Africa and Namibia. The Namibia Safari by Rovos Rail is not about the distance but the experience.
The 'Pride of Africa' luxury train is taking passengers along the coast of Namibia.
"Travelling with us isn't about the destination, in fact, that doesn't really matter. Our trips are about the journey," says Rohan Vos, owner and CEO of Rovos Rail in an email interview.
Its 'Pride of Africa' train features meticulously restored wood-paneled coaches, accommodating up to 72 passengers in 36 suites. Guests can choose from Pullman, Deluxe or Royal Suites, the latter occupying half a carriage and featuring a Victorian-style bathtub.
During the journey, travelers enjoy gourmet dining in Edwardian-style dining cars, attentive service and panoramic views from the observation car at the end of the train.
One of the suites on the 'Pride of Africa' train by Rovos Rail.
Highlights of the trip include the Diamond Mine Museum in Kimberley, a sunset cruise on the Orange River, hiking Fish River Canyon and walking along the quiver trees of Garas Park.
A journey in Africa cannot be complete without a game drive, bush dinner and overnight stay in Sossusvlei, then later in Etosha National Park, as well as a visit to the cheetah conservation project in Otjiwarongo.
After crossing the Namib Desert, the journey ends in Walvis Bay.
"It was important to us from the very beginning that this wasn't just a train ride. We wanted our guests to learn a bit about this country, its history and its diverse culture, and of course experience our magnificent wildlife," says Vos. He admits to having favorites, and among Rovos Rail's 11 curated journeys, the Namibia Safari holds a uniquely special place.
The train is going through the Namib Desert.
Rovos Rail combines luxury with a strong commitment to sustainability across its operations. In 2018, the company installed vacuum toilets that use air instead of water, cutting water usage by 90%.
Onboard, Rovos Rail uses eco-friendly sugarcane toilet paper and biodegradable, plant-based water bottles produced by its Cape Town facility.
It also prioritizes purchasing from local, accredited, ethical farms and sources ingredients from local entrepreneurs to support small businesses and reduce supply chain emissions.
After touching down on the pristine atoll of Tetiaroa, once the retreat of Tahitian royalty, going barefoot on the warm, powder-soft sands will feel less like a choice and more like a natural response.
The Brando is more than an ultra-luxury resort that blends barefoot elegance with groundbreaking sustainability. It is a private island in French Polynesia, a tropical escape to experience serenity, seclusion and a life rich in nature.
Aerial view of the Tetiaroa atoll where The Brando is nestled at the tip of the island.
Paddling a kayak through narrow waterways, snorkeling on coral reefs, enjoying a secluded picnic in one of the islets, learning about traditional Polynesian palm weaving are all activities that slow down guests to the tranquil rhythm of island life.
It is a place where you may not even notice that you have turned off your devices upon arrival. You wake with the sun and spend your day under the shades of palm trees, ride a bike to explore the island, learn a Polynesian dance or sail across the lagoon. A day will flow gently from one mindful moment to the next.
Two bicycles are parked at the entrance to the spa at The Brando.
Sustainability has always been at the forefront of The Brando, the world's first LEED Platinum-certified resort, which celebrated its 10th anniversary in 2024.
Its accolades include installing 3,700 photovoltaic solar panels to produce 70% of the resort's energy needs and developing a seawater air conditioning system that harnesses cold water from a depth of 1.8 miles to save 90% on energy consumption.
Richard Bailey is the resort's co-founder, one of the Ocean Elders, and the founder of the Tetiaroa Society and Blue Climate Initiative. Tetiaroa Society is a non-profit organization dedicated to conservation, scientific research and education.
The Brando is also home to the Ecostation, a research facility operated by the Tetiaroa Society that hosts marine biologists from all across the world. Its flagship program is eradicating invasive species in the atoll's coral reef.
Outdoor dining at the restaurant at The Brando during sunset.
When the mist rolls over the green hills, and the scent of rain-kissed earth lingers in the air, stepping through the gates of a medieval castle will feel less like checking into a hotel and more like entering another century.
"Arriving at Kilkea Castle, you will be immediately struck by its impressive story of over 840 years," says Jack Fitzsimons, director of experiences at Kilkea Castle.
10th-century castle in Castledermot, Kildare country, Ireland.
The estate's beautifully manicured gardens and the historical sites on the grounds reveal a piece of history preserved. It is not a relic you cannot touch or experience but a living legacy woven into every stone pathway, ivy-covered wall and crack of an arrow on the archery range.
In Kilkea, guests can stay in one of the uniquely styled castle rooms and suites, including the FitzGerald Suite in the Round Tower with sweeping estate views or the elegant Lady Elizabeth Suite overlooking the Killeshin Hills.
While the carriage rooms in the castle courtyard offer a modern design and marble bathrooms, an option best suited for families, the self-catering lodges along the estate's golf course are ideal for groups or longer stays.
The Blue Room in Kilkea Castle overlooking the estate's gardens in Castledermot, Kildare country, ... More Ireland.
The estate's 18-hole golf course is a popular place to relax, trying out the ancient art of falconry, witnessing majestic birds of prey in flight, shooting down clay pigeons or exploring the picturesque Kildare countryside on horseback are all activities that will transport guests back to simple times, into the role of a lord or lady of the estate.
At Kilkea Castle, slow travel is best enjoyed in its simplest forms, like an afternoon picnic by the River Griese, casting a line into quiet waters or drinking high tea in the Castle's drawing room.
"Guests who want to take it easy and are not pressured to fill their agendas enjoy the pace here," says Fitzsimons.
Archery in Kilkea Castle
'It is not easy to make a 10th-century castle sustainable, but we are committed to making this happen,' says Adrian Mooney, director of sales at Kilkea Castle.
It eliminated single-use plastics and have put in place an aggressive recycling program for the entire estate. You grow or source ingredients locally to provide an authentic farm-to table dining experience. In addition, an on-site leach field handles wastewater.
The buildings of the estate that are not landmarked under Irish law has solar panels, energy-efficient insulation and heating.
'To help save energy, Kilkea has installed a new building management system that monitors energy output and flags spikes and allows the management to address the issue quickly,' says Mooney. By fall 2025, Kilkea Castle plans to have access to geothermal energy to further reduce its carbon footprint.