The Rise of Adventure Travel in Luxury Tourism

Luxury travel is no longer defined by thread count and Michelin Key counts alone, it’s about the thrill of discovery. In a recent survey of more than 500 NewBeauty readers,* nearly half (42 percent) said they prioritize adventure travel when planning their next escape.

This shift reflects a growing appetite for experiences that blend adrenaline with indulgence. Think Patagonia’s rugged landscapes paired with eco-luxury lodges, or South Africa’s wild safaris followed by spa treatments under the stars. Even U.S. National Parks are getting a luxe upgrade, with high-end glamping and curated excursions that bring nature and comfort into perfect harmony.

Reader responses about their most-wanted U.S. destinations echo this craving for open skies and wide-open spaces: 68 percent said Hawaii, 47 percent said California, 33 percent said Colorado, followed by Wyoming—all places known for their natural beauty and outdoor adventure. Internationally, Iceland, Patagonia and South Africa also ranked high, pointing to a clear desire for immersive, nature-forward travel.

One respondent captured the sentiment perfectly: “Adventure and privacy are key—I want to explore new places without sacrificing comfort.” It’s a mindset that’s reshaping the luxury travel industry, where exclusivity now means access to untouched terrain and once-in-a-lifetime moments.

Whether it’s kayaking through fjords, hiking volcanic trails or waking up to panoramic views in a remote villa, today’s luxury traveler is chasing experiences that are as exhilarating as they are restorative. Adventure, it seems, is the new indulgence.

*Source: BeautyEngine Advanced Research, 2025