The rise of luxury travel redefines the airport experience
Globally, wealth is on the rise. In 2024, the world's high-net-worth population grew by 2.6%, while the ultra-wealthy population grew by 6.2%, representing a significant impact on the travel sector
In 2024, the global population with high purchasing power grew by 2.6%, while the ultra-wealthy population increased by 6.2%, generating a significant impact on the travel industry. These travelers represent approximately 36% of global travel spending and almost 70% of spending on luxury experiences, presenting a strategic opportunity for brands seeking to connect with this discerning audience.
Analysis by Priority Pass, the world’s leading airport experiences program owned by Collinson Group, reveals that wealth redistribution—both generational and geographic—is redefining the luxury travel landscape. An estimated US$83.5 trillion will be transferred between generations, with US$74 trillion going to younger generations with new expectations and lifestyles. Historically associated with the Middle East and Asia, luxury travel is now expanding into key markets such as the United States, Europe, and Asia-Pacific, with projected growth rates of 7.5% to 9.6% annually between 2025 and 2030.
In this context, elite travelers increasingly value time, privacy, and personalization. The airport experience is becoming a critical point of differentiation, where brands must offer solutions that eliminate friction and transform transit into memorable moments.
In Colombia, a growing number of travelers are choosing to elevate their travel experiences, which has led to a significant expansion in air connectivity with Europe and the Middle East. This expansion is driven by the growth of international tourism and the strengthening of trade relations. Airlines such as Emirates, Turkish Airlines, Air France, and Lufthansa have increased their flight frequencies or launched direct operations from Bogotá and Medellín, facilitating access to destinations like Dubai, Istanbul, Paris, and Frankfurt. This evolution positions the country as a strategic point on the international aviation map, opening opportunities for premium services to soon reach the Colombian market.
In response to this evolving market, Priority Pass is launching a new, exclusive, invitation-only service that allows financial institutions to reward their most valued customers with access to private terminals, expedited security, and premium dining experiences. This service, called Priority Pass Private, is initially available in Europe and the Middle East, with plans to expand to other markets. It will be offered at 76 airports in more than 30 countries, including London, Dubai, Paris, Los Angeles, Singapore, Zurich, Shanghai, and Geneva.
Christopher Evans, CEO of Collinson International, commented that in today's luxury travel market, travelers are increasingly demanding and seek more than just a seamless experience: they value time, privacy, and exclusivity. “Priority Pass Private was created to meet this need, transforming transit time into time well spent. We are proud to bring this vision to life and reinvent travel for the most discerning travelers.”
From private check-in to direct boarding on the tarmac, every stage is designed to offer the rarest luxury: time. Travelers are greeted by personalized meet & assist service, enjoy elegantly designed and discreet private VIP lounges, and have access to a carefully curated gourmet culinary experience.
“Priority Pass changed the way we understand premium travel. Now, with Priority Pass Private, we’re raising the bar even higher, offering an experience that truly transforms the airport journey. We listened to our customers and the market, and we understood that a more exclusive offering allows us to better reward high-value customers. Priority Pass Private is our most exclusive offering to date, designed to help brands differentiate themselves, generate value, and strengthen relationships with their customers,” added Chris Ross, Chief Brand Officer of Collinson International.
As the landscape evolves, it is increasingly important for private banks, wealth advisors, and management firms to understand the unique preferences of their most valuable clients. Constant personalization and exclusive experiences are now essential to meet the rising expectations of these elite travelers. In this context, Priority Pass Private emerges as a strategic alternative for strengthening relationships with sophisticated clients, aligning benefits with their lifestyles and aspirations.
Source: Priority Pass.