At Brandteliers, we continuously study behavioural research to understand how luxury demand is evolving, not in theory, but in practice. Our team recently analysed The Ultra-Affluent Report 2025 made by LUUX Media, and its findings point to a decisive shift that luxury hospitality and branded residences can no longer afford to ignore.

The spending hierarchy reveals a fundamental change in priorities. Travel now leads UHNW spending intent at 83%, followed by wellness at 49%, overtaking traditional luxury categories such as watches (42%) and automotive (32%). This signals a move away from material acquisition toward experiences that enhance quality of life, wellbeing and personal fulfilment.

This shift is closely aligned with digital behaviour. The same categories seeing the highest spending intent are supported by the most active platforms: Instagram (82% daily usage) for visual discovery and inspiration, and WhatsApp (89%) for coordination and decision-making. An impressive 75% are receptive to well-curated luxury advertising, but only if it feels genuinely premium. For hospitality brands, this underscores the importance of strong visual storytelling combined with discreet, frictionless communication.

The research also clarifies how UHNW decisions are made. Discovery typically begins on Instagram, followed by direct communication via WhatsApp. Brand websites then play a critical role in validation and trust-building, while peer networks remain the most influential factor in final decisions. This layered journey demands consistency, clarity and credibility across every touchpoint.

Peer influence, in particular, carries exponential value. With 85% of UHNWIs influenced by recommendations and 38% actively seeking input from their network, every positive experience has the potential to unlock an entire ecosystem of similar profiles. For hospitality and residential brands, this means the primary growth driver is no longer advertising volume, but experience design.

Operationally, the report highlights another important reality: 46% of UHNWIs delegate luxury hotel research and bookings to assistants. This introduces attribution challenges, but more importantly, it reinforces the need for clear brand positioning, intuitive digital platforms and information that works equally well for principals and proxies. Service preferences provide clear guidance: human expertise is paramount (43%), yet 38% actively favour a hybrid of AI and human service. With 65% neutral towards AI, the key is seamless integration where technology feels intuitive, not overtly artificial.

Our perspective:

The opportunity today isn’t about adding more amenities or louder messaging. It’s about designing hospitality brands and living environments that align with how UHNWIs actually live, decide and invest — experiences that feel intuitive, trustworthy and worth sharing.

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