Travellers aren't just searching for premium cabins when they research their next holiday - they're doubling down on them.
New data from Trip.com says global searches for first- and business-class flights spiked by a whopping 99% year over year, and searches for 5-star hotels climbed 57%.
Meanwhile, custom tour bookings have also surged by 600% on Trip.com, it said.
It appears clients are swapping out "get me there" with "make it unforgettable," according to the travel group.
While demand is growing the strongest for travellers in China, Hong Kong and Singapore, affluent travellers are driving the shift towards more bespoke experiences worldwide.
Trips that bundle festivals and concert tickets with flights and hotels are also a rising trend, said online travel agency, as wellness vacations and privacy are also driving up premium searches and bookings.
Premium travellers are also going farther and staying longer. First- and business-class flyers spend at least 14 days abroad per trip, and that stretches to 20 days for European travellers. More than 40% of premium cabin bookings this year were long-haul, with Japan dominating demand for both hotels and flights.
So who is booking these premium experiences? It's Gen X and Millennials, who make up about half of all 5-star hotel bookings and the majority of premium cabin purchases.
In the end, while it's partly about luxury, it's mostly about personalization. Clients are looking for travel experiences that feel seemless, curated and individualized, says Trip.com.
