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As the world approaches 2025, a seismic shift is occurring in consumer priorities: international travel triumphs over material possessions. The Global Rescue Winter 2025 Traveler Sentiment and Safety Survey reveals that an overwhelming 65% of travellers place more value on global adventures than acquiring luxury goods.

The survey highlights a remarkable trend—only 9% of respondents indicated that travel holds less significance for them in 2025 than in 2024. In contrast, 41% report that travel has become a higher priority, while half of those surveyed maintain that their passion for exploring the world remains unchanged.

Dan Richards – Chief Executive Officer – Global Rescue.

Dan Richards, CEO of The Global Rescue Companies and a U.S. Travel and Tourism Advisory Board member at the U.S. Department of Commerce, emphasized this shift. “Luxury material possessions are taking a backseat to passport stamps and unforgettable adventures,” Richards remarked. “New luxury car sales are experiencing a significant slowdown, second home sales have fallen to a six-year low, and jewelry purchases are down—yet 2024 was a record-breaking year for international travel, and 2025 may be even bigger. Chasing memories across borders has replaced chasing possessions at home.”

Survey respondents made it clear: experiences matter more than things. A staggering 75% prefer to travel over purchasing a new smartphone, 74% would choose a trip over buying a new or additional car, and 89% prioritize adventures over expensive jewellery. Even more significant investments, such as a new wardrobe (88%) or a second home (62%), are being sidelined in favour of travel.

This shift isn’t just a fleeting trend but a broader transformation in how people find fulfilment. The desire to immerse in different cultures, explore new landscapes, and create lasting memories is becoming the new benchmark for luxury.

The optimism doesn’t stop at individual travellers. Confidence in the travel industry’s resurgence is robust, with 61% of those surveyed predicting that travel will surpass pre-pandemic levels. Another 25% expect the sector to stabilize fully in the coming year, while a mere 5% remain sceptical about a complete recovery.

This growing enthusiasm is a testament to the resilience of the travel industry and the enduring human spirit for exploration. Richards states, “The data speaks volumes—we’re witnessing a generational shift. Travellers are investing in experiences that enrich their lives, forging connections across borders that outlast any material purchase.”

In a world increasingly defined by experiences over possessions, 2025 is a landmark year for international travel. The message is clear: the actual currency of modern luxury isn’t found in things but in memories made around the globe.