As Sales & Demand Rises, The Affluent Traveler Collection Adds Partners, Enhances Offering

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

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

The 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 and NEST agencies are able to market and sell ATC preferred partners.            

The symposium took place September 22-24 at JW Marriott San Antonio Hill Country Resort and Spa. The event welcomed 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, organizers say Symposium demonstrates how ATC is staying ahead of the curve, enhancing its offerings and equipping advisors to serve affluent travelers today and tomorrow.

Double-Digit Sales Growth

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

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

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

Luxury Travel Momentum Continues

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 travelers are traveling 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 1% of households has climbed 55% since 2022 to $74,400.

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

“Affluent travellers today are looking for more than a vacation. They want experiences that are meaningful, transformative and tailored to their interests,” said Nicole Mazza, ATC Chief Marketing Officer. 

“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.”

ATC Hotel Portfolio Expands Strategically

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

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

“Luxury travel has become synonymous with customization,” said Mazza. “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.”