Affluent Traveler sales grow, partner portfolio expands

With affluent travellers spending more on personalized experiences and increasingly rely on expert guidance to plan them, The Affluent Traveler Collection has increased sales and accepted prestigious partners to meet rising demand.

The invitation-only luxury marketing group announced significant growth during its Symposium, highlighting enhancements to help its upscale advisors sell and market travel experiences.

That growth comes as more agencies invest in luxury travel specialization and seek access to ATC’s portfolio of high-end products and programs. All TRAVELSAVERS Canada agencies are able to market and sell ATC preferred partners.

The Symposium took place this week at JW Marriott San Antonio Hill Country Resort and Spa, uniting over 250 agency owners, managers and advisors, along with top preferred partners and other industry leaders, to strengthen industry relationships and sales.

As luxury travel continues to evolve, Symposium demonstrated how ATC is staying ahead of the curve, enhancing its offerings and equipping advisors to serve affluent travellers today and tomorrow.

The upscale marketing group reported strong sales increases across its portfolio:

• Luxury guided partners spend per guest increased 45 per cent year over year, rising from $14,300 to $20,800 per traveller.
• Luxury ocean sales are up 31 per cent, overall cruise average price per day has increased 10 per cent year over year, and river cruise sales are up 12 per cent.
• Luxury cruise suite bookings are up 33 per cent year over year, with associated suite revenue increasing 37 per cent.
• Luxury room nights are up 44 per cent, with average daily rates up 20 per cent – a clear indication that travellers are willing to invest in more elevated experiences.

Projections for 2027 are also positive. Luxury land bookings are averaging 23 per cent more per guest than comparable 2026 bookings. Luxury ocean partners are pacing 40 per cent ahead, while luxury river bookings are an impressive 84 per cent ahead.

ATC’s sales expansion reflects broader momentum across the luxury travel sector. Valued at $1.6 trillion globally, the market is projected to nearly double to $3 trillion by 2033.

Today’s affluent travellers are travelling more often, spending more and seeking increasingly customized experiences. Luxury travellers plan to take an average of eight leisure trips over the next year, while annual leisure travel spending among the top one per cent of households has climbed 55 per cent since 2022 to $74,400.

At the same time, the role of the travel advisor has never been more important. An overwhelming 97 per cent of affluent travellers believe advisors are the best way to create personalized travel experiences. A similarly strong 92 per cent say working with a travel expert is the only way to achieve a truly luxury travel experience.

Nicole Mazza, ATC Chief Marketing Officer said that: “Affluent travellers today are looking for more than a vacation. They want experiences that are meaningful, transformative and tailored to their interests. Whether it’s a multigenerational celebration, a once-in-a-lifetime adventure or a journey focused on wellness and rejuvenation, luxury travellers value expert guidance. That’s where our advisors play an indispensable role.”

And to support evolving traveller preferences, ATC continues to grow its global hotel collection strategically, emphasizing unique, authentic properties in sought-after destinations. The ATC hotels and resorts portfolio has accepted 97 new properties into the Collection this past year.

The portfolio includes more than 1,400 hotels and resorts across 90 countries, representing 11 per cent growth over 2025. Through ATC’s hotel program, clients of affiliated advisors receive complimentary amenities averaging $1,000 in value per stay.

Said Mazza: “Luxury travel has become synonymous with customization. Sophisticated travellers expect more from a hotel than just a place to sleep. They’re looking for a variety of personalized experiences, including relaxation and wellness. Affluent travellers today anticipate that the hotel will be a central component of their vacation experience.”

ATC is expanding its supplier portfolio, giving advisors more options to create bespoke experiences around the world.

The OnLocation program now includes 50 destination management companies covering more than 100 countries and regions worldwide. These partners provide local expertise, insider access and customized services that help advisors craft highly personalized itineraries.

An enhanced partnership with Abercrombie & Kent’s DMC partners has expanded opportunities for destinations across Latin America, Asia, the Middle East and the Nordic region. Live Life Safaris offers expertise throughout 12 African nations and the Indian Ocean islands.

Go to https://www.theaffluenttraveler.com for more.