A new "Travelzoo" study shows that instead of shiny status symbols, what counts for many travelers today is how pampered and cared for they feel.
Luxury has a new meaning. Instead of status symbols and big names, what counts for many travelers today is how pampered and cared for they feel. This is one of the key findings of the "Travelzoo Luxury Report 2025", which is based on a survey of 1,612 people from Germany. According to the report, luxury travel stands for authentic quality, conscious enjoyment and value orientation. Guests expect tangible excellence - without exaggerated prices and brand staging.
For most German travelers, luxury primarily means moments of indulgence and personal pampering. Over 70 percent cite this as the most important aspect of a luxury trip. High quality and perfect craftsmanship take second place. Only a small minority of six percent still associate luxury with status or brand prestige.
When it comes to the travel budget, German vacationers are willing to invest. More than two thirds treat themselves to an accommodation upgrade, while a good third invest in culinary experiences or special activities. At the same time, many people pay attention to a balanced price-performance ratio: almost half spend less than 250 euros per hotel night and around a third spend between 250 and 500 euros. The idea of luxury is therefore shifting away from pure price towards tangible added value - luxury that feels good and is "affordable" in the best sense of the word.
The new focus on values is also evident in travel planning. Many travelers use targeted savings and timing strategies to make luxury affordable without sacrificing quality: 72 percent deliberately travel outside the peak season, 49 percent secure early booking discounts or longer stays, 46 percent choose lesser-known providers with a comparable standard. Brand name or prestige hardly play a role here - only two percent specifically pay attention to well-known luxury brands. The authenticity, location and experience value of the offer are decisive.
For the hotel industry, this means that if you want to impress in the future, you have to make comfort a tangible experience and visibly position quality. The luxury of tomorrow is not a status - it is a feeling.
