The top global trends shaping the future of luxury travel were presented by American Express, a member of HSMAI Europe, offering critical insights into how hoteliers can strategically adapt to evolving guest demands.
Based on research and deep knowledge of its members’ travel habits, American Express highlights the continued rise of experiential tourism, personalized experiences, bleisure travel (combining business and leisure travel), multi-generational vacations, and the use of artificial intelligence to organize and book trips.
“Travelers are becoming increasingly savvy, combining rewards points and leveraging benefits from different credit cards and travel programs to maximize the value of their trip,” said Veronique Raynaud, Vice President and General Manager, Global Client Group International, American Express, in an interview with HSMAI Europe.
According to the American Express Travel 2025 Global Travel Trends report, travel is taking on meaning and purpose. Nearly two-thirds of travelers worldwide say they plan to plan a trip around an entertainment event or attend at least one sporting event in 2025.
Millennials and Gen Z in particular are key ambassadors of this shift, choosing travel that emphasizes the experience of the journey, such as luxury trains, cruises, and authentic cultural experiences. They are also the biggest users of digital technology, with 83% finding at least one application of genetic AI useful for booking travel.
Raynaud also noted the new dynamics developing around family vacations: Young parents, particularly Millennials and Gen Z, are encouraging children to participate in vacation planning, while the trend for extended family travel is growing. Therefore, she emphasizes, hotel brands should adapt their offerings to meet intergenerational needs.
At the same time, leveraging loyalty programs and strategic partnerships can significantly enhance the customer experience and loyalty. “For American Express, these partnerships add value and convenience to our customers’ travel,” Raynaud said.
HSMAI Europe President and CEO Ingunn Hofseth said: “American Express has a unique understanding of consumer behavior, especially as younger generations emerge as key players in luxury travel. “The synergy between Amex and the hospitality industry opens up significant opportunities for hoteliers to align their services with new trends, embrace technology, and leverage loyalty programs to build long-term, personalized relationships with their guests,” she said.
HSMAI Europe (Hospitality Sales and Marketing Association International) is a leading professional development and marketing strategy organization for the hospitality industry in Europe.
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