Spain still wins big with luxury travelers—it's been crowned the top international spot for the second year running, as revealed by the "Luxury Vacation Habits 2025" study from Condé Nast Johansens. A look at the survey—the one that checked in with high-end wanderers—shows that about 30% are eyeing Spain for trips abroad in 2025, just like last year. In plain terms, Spain beats rivals such as Italy (26%), France (25%), Greece (17%), Portugal (16%), and the United States (16%).
Spending and Travel Patterns
When it comes to spending, luxury travelers are expected to fork out roughly €8,120 on their getaways in 2025, underscoring their hunger for a premium experience. In most cases, around 32% plan on taking three or four trips over the year, while 30%—a tiny dip of 1 percentage point compared to 2024—settle for two travels. The mix of travel months is interesting too: September leads at 49%, followed by May (42%), June (41%), October (37%) and April (36%). For international trips, about 37% like to keep it to 7–9 nights, 27% opt for a longer 14-night stint, and 10% schedule 10-night escapes. On the domestic side, things get a bit shorter; 49% (up 4 points from last year) go for a 3-to-6-night stay, and about 45% (an impressive 18-point jump) choose trips lasting 7 to 9 days, while the share for even longer domestic stays slips down to 14%.
Travel Companions
A noticeable trend emerging is that many luxury travelers prefer a romantic retreat—81% now plan to travel with their partner, easily overshadowing trips with friends (27%) or children (25%). This shift suggests that these journeys are becoming more about intimate escapes than large group adventures.
Evolving Interests: City, Gastronomy, and Wellness
City breaks are winning extra favor, rising 4 percentage points in popularity, while beach holidays aren’t far behind with a 3-point boost compared to 2024. Once on location, 76% of travelers rank great food as their top draw, then nature at 55%, art and culture at 48%, and health and well-being at 44%. Spa experiences command a 37% share of interest—with roughly one in three luxury travelers leaning toward a spa and wellness retreat. Relaxation seems to be the main magnet here, and spending on such services is projected to nearly triple from €3,100 in 2024 to over €8,000 in 2025, averaging around €300 per treatment.
Accommodation Choices
As for where to lodge, choices come in all flavors. About 60% lean towards boutique hotels, 55% favor independent luxury spots, and 38% pick international chains or opt for private rentals like homes and villas. Meanwhile, roughly 32% are drawn towards all-inclusive options, suggesting that convenience and a touch of luxury often go hand in hand.
Deciding Factors for Luxury Travelers
Finally, the study shows that weather and the price of accommodations are the two heavy hitters—each touted by 67% of travelers—as key factors when picking a destination. Travel costs catch the eye for around 60%, and about half (50%) are swayed by hotel discounts or promotions. Other aspects, such as the duration of trips, cancellation flexibility, and, not least, recommendations from family and friends (which still top the list) come into play, along with input from travel guides, online articles, websites, and agencies.