The Affluent Traveler Collection (ATC) has reported strong sales growth and expanded its partner network to meet rising demand for personalized luxury travel experiences. The invitation-only marketing group highlighted its progress during its annual Symposium, where it introduced enhancements aimed at helping advisors sell high-end travel products.
Sales increases reflect broader trends in the luxury travel sector. Affluent travelers are spending more on customized experiences, often relying on expert guidance to plan them. Luxury guided partners saw spending rise by 45% year over year, from $14,300 to $20,800 per traveller. Luxury ocean sales are up 31%, overall cruise average price per day has increased 10% year over year, and river cruise sales are up 12%. Luxury cruise suite bookings are up 33% year over year, with associated suite revenue increasing 37%. Luxury room nights are up 44%, with average daily rates up 20%—a clear indication that travellers are willing to invest in more raised experiences.
Projections for 2027 are also positive. Luxury land bookings are averaging 23% more per guest than comparable 2026 bookings. Luxury ocean partners are pacing 40% ahead, while luxury river bookings are an impressive 84% ahead.
The luxury travel market is valued at $1.6 trillion globally and is expected to nearly double to $3 trillion by 2033. Affluent travelers are taking more trips, planning an average of eight leisure trips over the next year, while annual leisure travel spending among the top 1% of households has climbed 55% since 2022, reaching $74,400.
Travel advisors play a critical role in this shift. 97% of affluent travelers say advisors are the best way to create personalized experiences, and 92% believe expert guidance is the only way to achieve a truly luxury travel experience. Nicole Mazza, ATC’s Chief Marketing Officer, emphasized that today’s travelers seek meaningful, tailored experiences, whether for multigenerational celebrations, once-in-a-lifetime adventures, or wellness-focused journeys.
To support these preferences, ATC has expanded its global hotel collection by 97 new properties this year, bringing its total to over 1,400 hotels and resorts across 90 countries. The collection represents 11% growth over 2025, with clients receiving complimentary amenities averaging $1,000 in value per stay.
The OnLocation program now includes 50 destination management companies covering over 100 countries, providing local expertise and customized services. A strengthened partnership with Abercrombie & Kent’s DMC partners has expanded opportunities in Latin America, Asia, the Middle East, and the Nordic region. Live Life Safaris offers specialized expertise across 12 African nations and Indian Ocean islands.
The Symposium, held at the JW Marriott San Antonio Hill Country Resort and Spa, brought together over 250 agency owners, managers, advisors, and industry leaders to strengthen relationships and drive sales. The event showed ATC’s focus on staying ahead of industry trends by enhancing its offerings and equipping advisors to meet evolving traveler demands.