The luxury travel market is experiencing unprecedented growth and with it, travellers are changing their focus. The segment that used to be synonymous with five-star hotels, first-class flights and opulent suites is shifting to demand something different: privacy, connection, and bespoke experiences shared with their inner circle.
This has led to a surge in demand for private group travel: curated journeys for families, friendship circles, or corporate teams who want exclusivity without sacrificing the group travel feel.
According to Fortune Business Insights, the global luxury travel market was valued at USD 2.5 trillion in 2024 and is projected to nearly double by 2032, reaching USD 4.8 trillion. That growth, at a compound annual rate of 8.56%, is being driven by rising demand for tailor-made, experience-focused travel. Among the strongest trends within this space is private group travel — an opportunity luxury brands cannot afford to ignore.
Why private group travel is growing
A post-pandemic mindset
The pandemic reshaped how travellers think about safety and connection. Small, private groups allow guests to limit exposure to strangers while still enjoying enriching experiences together. Villas, private yacht charters, and exclusive-use safari lodges became a solution during travel restrictions — and the habit stuck.
The search for exclusivity
High-net-worth travellers increasingly value privacy as the ultimate luxury. For families, this might mean renting a private island where children can roam freely without paparazzi lenses. Private group travel delivers exclusivity as a foundation of the experience, not an add-on or a nice-to-have.
Collective memory-making
Shared experiences are vital for affluent travellers. Whether it’s a multigenerational safari, a reunion in Tuscany, or a milestone birthday on a yacht, luxury clients are willing to invest in curated itineraries that create lifelong memories with the people who matter most.
Better value at the top end
For luxury clients, splitting the cost of a villa, yacht or chartered jet across a group can represent better value compared to booking multiple suites or business-class tickets. While the total spend remains high, the perceived return on investment is stronger when exclusivity is combined with shared enjoyment.
Opportunities for luxury brands
The rise of private group travel presents significant opportunities for luxury brands to connect with a segment that values exclusivity, shared experiences, and personalised service. Brands that understand how to communicate value to this market can position themselves as the go-to provider for curated, high-end group journeys. Here’s what it means for luxury travel brands and how marketing can play a pivotal role:
Reposition your offering
Marketing should move beyond highlighting individual indulgence. Instead, showcase collective luxury experiences: private dinners for a group, villa buyouts, bespoke excursions, or curated itineraries designed for shared memories. Your messaging should signal that exclusivity and connection are inseparable.
This approach aligns with broader market trends: Forbes Business Insights found that cultural activities within luxury travel are expected to grow at a compound annual growth rate of 8.84% over the coming years. By highlighting group-focused cultural experiences, like private wine tastings, culinary tours, or heritage excursions, you can tap into a high-growth segment while reinforcing the unique value of shared luxury travel.
Target the decision-maker
In private group travel, the person making the arrangements often has the final say. These can be the head of the family, but often, this job is left up to an executive assistant or corporate planner. Your marketing campaigns should speak directly to them, demonstrating how your brand simplifies planning, manages logistics, and delivers seamless experiences. Email campaigns, social media content, and even targeted ads can address the organiser’s pain points and priorities.
Refine your digital presence
Your website and online channels should reflect group readiness. This could mean:
- Dedicated pages for villa or yacht buyouts
- Clear explanations of itinerary flexibility for multiple guests
- Visual storytelling that captures groups enjoying experiences together
Even small additions like interactive itineraries, clearer booking flows, or imagery showing shared moments can make your brand feel ready for private group travel without requiring a full redesign.
Use personalisation in marketing
Affluent travellers respond to highly tailored experiences. Use segmentation and data-driven campaigns to deliver bespoke messaging for different types of groups: families, friend circles, corporate retreats, or milestone celebrations. The more specific your communication, the stronger the emotional resonance.
Optimise for AI discovery
As AI-powered travel planning tools and chatbots become more common, luxury brands need to ensure their offerings are discoverable and aligned with traveller intent. Generative AI Engine Optimisation (GEO) involves structuring your content, metadata, and experiences so AI systems can accurately recommend your services to those actively seeking private group experiences. This includes optimising descriptions with clear language, structured data, and rich media.
By combining personalisation with GEO, you can target travellers at the right stage of their journey, making it easier for both human clients and AI tools to find, evaluate, and book your luxury group experiences.
Highlight exclusivity in your brand identity
Whether through visual design, website experience, or content, your brand identity should signal discretion, privacy, and premium service. For private group travel clients, these qualities are expected. Consistency across all touchpoints, from social media to email campaigns, reinforces trust and positions your brand as a premium, reliable choice.
Connect through storytelling
Marketing content should focus on the experience, emotion, and shared memories rather than just logistics or destinations. Highlighting moments like a sunset dinner for a group on a private beach, or a family enjoying a private safari, allows clients to envision themselves in the experience and reinforces why your brand is uniquely suited to deliver it.
Targeting luxury group travel
Private group travel is reshaping the luxury market, shifting the focus from individual indulgence to curated experiences shared with the people who matter most. For brands, this trend represents both an opportunity and a challenge: to deliver seamless, highly personalised experiences while communicating value to organisers and guests alike.
By emphasising exclusivity, storytelling, and tailored marketing campaigns, combined with a digital presence optimised for AI discovery, luxury travel brands can position themselves as the go-to choice for these high-value, group-oriented journeys. Those who embrace this shift now will not only meet evolving client expectations but also secure a stronger foothold in a rapidly expanding market.
If your brand wants to stand out in this growing segment, now is the time to rethink your marketing strategy. From AI-driven personalisation to curated storytelling, there are clear steps you can take to attract and convert affluent groups.
Ready to capture the private group travel market? Connect with Boost Brands to explore how your brand can show you’re the ultimate choice for exclusive, shared luxury experiences.
