Download the full Ultra 2025 Panel Insights report to discover what’s shaping the future of ultra-luxury travel here.
This decade promises to be a transformative era for the luxury travel industry. Wealth is becoming more widely distributed, with women making up around 11% of global UHNWIs (ultra-high-networths) in 2025. As money also shifts into the hands of the younger generations, brands looking to attract an ultra-wealthy clientele will need to adapt their strategies to ensure they are relevant to this new, broader market.
This is also a period of significant growth for the ultra-luxury travel industry. According to the Knight Frank Wealth Report 2024, the global UHNWI population was projected to grow by 28.1% between 2023 and 2028. While the distribution of wealth is shifting between world regions, change is also happening between generations.
At Ultra 2025, influencers in the luxury travel sector discussed these trends and shifts. This report provides a useful summary of the key takeaways from the two panels that were hosted during our inaugural gathering at Atlantis The Royal in Dubai, which took place from 26-30 January 2025.
Summary & Key Findings
Attendees at Ultra 2025 had the opportunity to hear from industry leaders through two insightful panels: “The Making of Icons” and “The Art of Authenticity”.
The UHNWI distinction
UHNW individuals have specific needs and desires within luxury travel, including where they spend their time, the destinations they choose, and the brands they align with. Once-in-a-lifetime experiences and the highest standards of service and privacy have become more desirable than traditional opulence.
The ultra-luxury shift
A shift of wealth is taking place in ultra-luxury travel. Next generation travellers prioritise purpose, giving back and supporting local economies. This shift is influencing the way that luxury travel experiences are designed and delivered.
The key factor
The role that emotional intelligence plays in enhancing the luxury travel experience cannot be over-emphasised. With memorable, personalised experiences taking centre stage, emotional intelligence is a key factor in delivering exceptional service and building strong connections with luxury travellers.
Ultra Panel: The Making of Icons
MODERATOR
Mary Gostelow
Founder, Gostelow Report & Girlahead
Panel moderator Mary Gostelow is a globally respected authority in luxury travel. As Founder and Editor-In-Chief of The Gostelow Report, a trusted market intelligence resource for the world’s top hoteliers, as well as Founder of Girlahead, a platform dedicated to luxury travel experiences, she has left her mark on the industry worldwide.
MODERATOR
Mary Gostelow
Founder, Gostelow Report & Girlahead
Panel moderator Mary Gostelow is a globally respected authority in luxury travel. As Founder and Editor-In-Chief of The Gostelow Report, a trusted market intelligence resource for the world’s top hoteliers, as well as Founder of Girlahead, a platform dedicated to luxury travel experiences, she has left her mark on the industry worldwide.
PANELLIST
Kym Barter
General Manager & Senior Vice President, Atlantis The Royal & Atlantis, The Palm
At the helm of Atlantis The Royal, Kym has overseen the launch of one of the most ambitious ultra-luxury resorts of the decade, setting new benchmarks in service, innovation, and experiential travel. His leadership at Atlantis, The Palm has solidified the resort’s status as a global destination, attracting discerning travellers and celebrities alike.
PANELLIST
Kym Barter
General Manager & Senior Vice President, Atlantis The Royal & Atlantis, The Palm
At the helm of Atlantis The Royal, Kym has overseen the launch of one of the most ambitious ultra-luxury resorts of the decade, setting new benchmarks in service, innovation, and experiential travel. His leadership at Atlantis, The Palm has solidified the resort’s status as a global destination, attracting discerning travellers and celebrities alike.
PANELLIST
MPS Puri
Founder, The P Factor
The P Factor is a consultancy that elevates luxury hospitality brands through strategic vision, operational excellence, and guest experience innovation. With decades of experience in global luxury hospitality, Puri has shaped iconic hotels including Dorchester Collection, Maybourne, and Aman, earning recognition as a thought leader with deep expertise in ultra-luxury, service refinement, and brand storytelling.
PANELLIST
MPS Puri
Founder, The P Factor
The P Factor is a consultancy that elevates luxury hospitality brands through strategic vision, operational excellence, and guest experience innovation. With decades of experience in global luxury hospitality, Puri has shaped iconic hotels including Dorchester Collection, Maybourne, and Aman, earning recognition as a thought leader with deep expertise in ultra-luxury, service refinement, and brand storytelling.
PANELLIST
Charles H Robinson
Founder & CEO, Enterjet
Charles H. Robinson stands at the forefront of private aviation. His latest venture, EnterJet, sets a new benchmark for private aviation; reshaping how discerning travellers, operators, and owners connect, and propelling the sector into an innovative future. With a deep understanding of the evolving needs of high-net-worth travellers, Charles has built EnterJet into a brand synonymous with discretion, efficiency, and unparalleled personalisation.
PANELLIST
Charles H Robinson
Founder & CEO, Enterjet
Charles H. Robinson stands at the forefront of private aviation. His latest venture, EnterJet, sets a new benchmark for private aviation; reshaping how discerning travellers, operators, and owners connect, and propelling the sector into an innovative future. With a deep understanding of the evolving needs of high-net-worth travellers, Charles has built EnterJet into a brand synonymous with discretion, efficiency, and unparalleled personalisation.
What we discovered
The Making of Icons
“Icons aren’t created – they emerge.”
– MPS Puri
What makes a brand truly iconic
Passion is what sets a brand apart and transforms it into an icon. Equally important is ensuring authenticity across culinary and cultural experiences. A wealth of diverse perspectives contribute considerably to the authenticity of a brand’s hospitality.
Examples were drawn from Atlantis The Royal’s signature restaurants including Mylos, Jaleo by José Andrés, Ariana’s Persian Kitchen, and Dinner by Heston Blumenthal, each of which provide a culturally authentic dining experience.
A further example was drawn from Atlantis The Royal’s hotel staff, where a team formed of 130 different nationalities has proved to be essential in forming better connections with guests and providing a genuine understanding of diverse cultures.
How the ultra-luxury traveller is evolving
In this age of “inheritocracy” where trillions of dollars are transferring from Baby Boomers to Millennials and Gen Zs, new priorities are surfacing.
Young people are booking differently to older generations, seeking efficiency over tradition, and simplicity and precision over excess. Millennials and Gen Zs seek an affinity with nature, authenticity and genuinely life-changing experiences.
As our panellists noted, by 2030, ultra-luxury will be less about traditional cities and more about transformational experiences. The new UHNW traveller isn’t looking for another Paris or New York – they’re going to less explored destinations such as Japan, Mongolia and Everest Base Camp.
What makes ultra-luxury service exceptional
Emotional intelligence was highlighted as an essential element to providing ultra-luxury service. Presenting everything exactly as a guest wants it without them having to ask creates a seamless experience that is authentic instead of staged.
However, as the landscape of ultra-luxury industry evolves, fundamental benchmarks remain, and brands must consistently meet and exceed evolving expectations to retain their clientele.
‘The answer is yes – now tell me the question.’ That’s the mindset of true ultra-luxury service.”
– MPS Puri
“In ultra-luxury, authenticity matters – you need to truly understand what you’re offering, not just sell it as a concept.”
– Charles H. Robinson
“The essence of ultra-luxury hospitality lies in exceeding expectations – not just by fulfilling desires, but by shaping new ones.”
– Kym Barter
Ultra Panel: The Art of Authenticity
Moderator
Jenny Southan
Editor, Founder & CEO, Globetrender
Panel moderator Jenny Southan is the Editor, Founder and CEO of Globetrender, the world’s leading travel trend forecasting agency and online magazine dedicated to the future of travel.
Jenny is also a public speaker, the host of Globetrender’s “Blue Sky Thinking” podcast, and a freelance journalist who writes for publications including Condé Nast Traveller and The Telegraph.
MODERATOR
Jenny Southan
Editor, Founder & CEO, Globetrender
Panel moderator Jenny Southan is the Editor, Founder and CEO of Globetrender, the world’s leading travel trend forecasting agency and online magazine dedicated to the future of travel.
Jenny is also a public speaker, the host of Globetrender’s “Blue Sky Thinking” podcast, and a freelance journalist who writes for publications including Condé Nast Traveller and The Telegraph.
PANELLIST
Britnie Turner
Founder & CEO, Aerial Group
Britnie Turner is the owner of The Aerial BVI, a private island in the British Virgin Islands. She has formed multiple companies under the Aerial brand, accelerating her mission of empowering people, sustaining the planet, and impacting lives. A passionate advocate for “force for good” business, Britnie’s main focus is channelling funds into her nonprofit, the Aerial Recovery Group, which conducts humanitarian missions around the world.
PANELLIST
Britnie Turner
Founder & CEO, Aerial Group
Britnie Turner is the owner of The Aerial BVI, a private island in the British Virgin Islands. She has formed multiple companies under the Aerial brand, accelerating her mission of empowering people, sustaining the planet, and impacting lives. A passionate advocate for “force for good” business, Britnie’s main focus is channelling funds into her nonprofit, the Aerial Recovery Group, which conducts humanitarian missions around the world.
PANELLIST
Adam Sebba
Founder & CEO, The Luminaire
Adam Sebba founded The Luminaire to reinvent intelligent travel for a new archetype of traveller. He brings 25 years of experience, the last ten of which were gained in luxury, company turnaround and investment. Prior to founding The Luminaire, Sebba was the CEO of Cookson Adventures and ran the luxury fashion brand, Antonio Berardi. Adam was named one of the 50 Most Influential People in British Luxury in the Walpole Power List 2023.
PANELLIST
Adam Sebba
Founder & CEO, The Luminaire
Adam Sebba founded The Luminaire to reinvent intelligent travel for a new archetype of traveller. He brings 25 years of experience, the last ten of which were gained in luxury, company turnaround and investment. Prior to founding The Luminaire, Sebba was the CEO of Cookson Adventures and ran the luxury fashion brand, Antonio Berardi. Adam was named one of the 50 Most Influential People in British Luxury in the Walpole Power List 2023.
PANELLIST
Dr. Naim Maadad
CEO & Founder, Gates Hospitality
Dr. Naim Maadad has created multiple award-winning concepts including Folly, Bistro Des Arts, and Reform Social & Grill. With three decades of experience across Australia, Asia, and the Middle East, he has launched and operated some of the best hotels, resorts and spas, and F&B concepts, carving a niche for himself in the world of hospitality.
PANELLIST
Dr. Naim Maadad
CEO & Founder, Gates Hospitality
Dr. Naim Maadad has created multiple award-winning concepts including Folly, Bistro Des Arts, and Reform Social & Grill. With three decades of experience across Australia, Asia, and the Middle East, he has launched and operated some of the best hotels, resorts and spas, and F&B concepts, carving a niche for himself in the world of hospitality.
What we discovered
The Art of Authenticity
“Authenticity is not just about luxury – it’s about relevance to people’s lives and values.”
– Dr. Naim Maadad
Defining authenticity in ultra-luxury travel
Authenticity is deeply personal and is shaped by relevance, purpose, and human connection. Brands must take a different approach to luxury – one that prioritises personal transformation, strips away distractions, and helps guests rediscover their essence.
Travellers actively seek out experiences that allow them to contribute to local economies, support sustainable initiatives, and benefit local communities. Meaningful experiences and shared genuine moments carry authenticity in its purest form.
The changing landscape of ultra-luxury
There is a lot of talk in the industry about AI, but in luxury hospitality, the emphasis should be on emotional intelligence. This is a key factor in delivering exceptional service and building strong connections with clients.
Human interactions and relationships are becoming increasingly valuable in creating unique and meaningful experiences. This trend highlights the need for skilled and emotionally intelligent staff in the luxury travel industry. The right talent, education, and empowerment ensures the crafting of experiences that feel both elevated and personal.
“There is a new archetype of traveller that is really curious – they want to understand the world through a different lens, have different experiences, and genuinely connect.”
– Adam Sebba
How ultra-luxury brands can enhance authenticity
Authenticity comes from clarity of vision. Not by chasing trends, but by understanding what your brand stands for, and delivering it consistently. Travel has evolved from seeking relaxation to forging connection – and whether with people, places, or knowledge, brands must design experiences that foster these deep connections. From sourcing materials to hiring staff and designing experiences, prioritising authenticity enables brands to make a lasting impact on the world.
Everyone wants to belong to something and take something valuable away from their travels.
“At The Aerial BVI, we take a different approach to luxury – one that prioritises personal transformation. People visit us for the exceptional experience, but when they look deeper, they realise that their stay directly contributes to meaningful global initiatives.”
– Britnie Turner
The future of ultra-luxury
As we look toward the future, UHNWI individuals are seeking an affinity with nature, authenticity, genuine experiences, and personalised touches that elevate the guest experience beyond the ordinary.
Future trends include a shift of wealth, the importance of purpose, giving back to local economies, emotional intelligence, and the role that people play in enhancing the luxury travel experience.
We are in the midst of the largest wealth transfer in history. According to Ida Lui of Citi Private Bank, US$100 trillion will be passed to Gen Z and Millennial clients over the next decade.
Women are increasingly controlling more global wealth. According to McKinsey & Co, women will control US$34 trillion in the US alone – or roughly 38% – of investable assets by 2030, close to double last year’s total. The figure was just US$7.3 trillion, or 29%, in 2014.
The preferences of women and younger generations are very different. They care deeply about investing with purpose, making an impact and being a force for good.
With the increase of wealth for female clients comes the setting up of more family offices, and the need to educate, inspire, and provide the right platforms for networking and learning.
These shifting demographics bring new perspectives, fresh expectations and a redefinition of what luxury truly means. As an industry, we must continue to push boundaries, anticipate the desires of the next generation and raise the bar higher than ever before.
“Getting to know your customers – the Millennials and the Gen Zs – is so important. They are the new customers. Trillions of dollars are transferring from Baby Boomers to Millennials and Gen Zs, and these next-gen UHNW travellers have completely different priorities.”
– MPS Puri
“The ultra-luxury travel market is evolving, with families increasingly diversifying their travel experiences. Patriarchs and matriarchs are separating their plans from younger generations, allowing emerging 30-year-olds to carve out their own travel preferences.”
– Charles H. Robinson
Ultra 2026
Atlantis the Royal, Dubai | 25-26 January 2026
Designed as a global think tank for visionaries shaping the next era of high-end hospitality, Ultra is more than just an event – it is an exclusive collective of trailblazers redefining what luxury truly means. Every element of the event is carefully crafted to inspire innovation, challenge convention, and provide a platform for meaningful collaboration.
Ultra was created as a platform to connect, discuss, and anticipate the needs of the UHNW individual as it continues to evolve in the luxury travel space. Hosting private travel designers including Family Offices, EAs, and PAs to UHNW individuals, and renowned luxury brands from around the world, Ultra is fulfilling a crucial need in the industry for a curated experience that draws from the expertise of the world’s foremost luxury thought leaders.
Ultra 2026 | 25-29 January | Atlantis The Royal, Dubai
A report prepared in association with Globetrender
About Globetrender
Globetrender is the world’s leading travel trend forecasting agency and online magazine dedicated to the future of travel. Founded by Jenny Southan, Globetrender delivers cutting-edge insights, equipping professionals with the knowledge they need to future-proof their businesses through actionable strategic foresight. Globetrender’s trend reports are read by thousands of travel industry professionals, as well as executives from a wide range of multinational corporations seeking insights into the future of travel and consumer behaviour. Globetrender also publishes two newsletters: free weekly innovation briefings; and a premium publication for professionals called VOLT, which delves deeply into emerging travel trends. New for 2025, Globetrender has also launched corporate ideation retreats in Norway. Forecasting and advisory services are central to Globetrender’s offering. Jenny is available for public speaking engagements including webinars, talks, live broadcasts, workshops, panels, conferences, and conventions. For enquiries, please contact info@globetrender.com.
