New Club Med research reveals our view of luxury has shifted with 70 per cent of Australians now placing a higher value on connection over consumption and social media cachet.
The majority of Australians said that in 2025, they’re less focused on material objects and more on quality time with those who matter most and enjoying new experiences together.
The survey found that the Aussie perception of luxury has changed over the last five years. More than two-thirds (68%) said having time and the mental space to connect and make memories with friends and family is the biggest marker of luxury.
Almost half of respondents ( 44%) now associate luxury with moments of connection, whether that’s through travel, dining or wellness.
One in three (34%) of respondents said disconnecting from screens and prioritising wellbeing is of greater value than owning expensive items. This is reflected in changing social media habits – 87% of Australians are posting to social media less frequently or not at all when on holiday.
One in five (20%) named time offline as their ultimate indulgence and 35 per cent now find greater joy in small indulgences over extravagant purchases.
Club Med General Manager Pacific & New ESAP Markets Michelle Davies said the company has seen a 30 per cent increase in forward bookings for multigenerational holidays in 2026 that aligns with this shift in travellers’ preferences.
“In a world that’s always on, a luxury holiday is now so much more than white glove service and is defined by the chance to digitally disconnect, enjoy unstructured free time and reconnect with loved ones in a meaningful way,” she said.
When asked what best represents modern luxury in travel, alongside connection, 40 per cent of Aussies said ‘me time’ was at the top of their list.
Personalisation, including curated travel, was highlighted by one in three, with the same number saying an all-inclusive resort with tailored services best describes their dream vacation.
Australians and the APAC region, including the rise in multi-gen holidays, were key growth drivers for Club Med’s record results in the first half of 2025.
Find out more at clubmed.com.au
