According to a new study, 82% of high-net-worth individuals said ‘cultural connection’ was key to having a “fulfilling travel” experience. 

The research, which was unveiled at The Set Summit 2025 on Saturday, also found that travel has moved from being an optional to a necessary expense as clients' financial priorities shift. 

Many wealthy individuals view travel as synonymous with wellbeing, offering an opportunity to reconnect with loved ones and to deepen their knowledge of a particular destination. 

This evolution has highlighted the importance of agents having a ‘black book’ of contacts, who can deliver exclusive experiences to an increasingly demanding clientele. 

“Advisors are now the access to cultural creators and cultural pilgrimages. It’s a different playing field [from how it was before],” said Kate Irwin, managing director at Skift. 

These experiences could be anything from private dining hosted by Michelin-star chefs or F1 Paddock Club passes, but what sets them apart is their scarcity. Few are available on either the primary or secondary market, and many require an inside contact to acquire. 

Her sentiments were echoed by Shelby Donley, general manager at Virtuoso, who said: “It’s all about knowing the people with the keys to the city, those that are in the know.” 

The demand for such contacts is driven by the shift in the perception of travel as simply a break to a tool for self-expression and personal growth. “We are now using travel as an indicator of our identity,” Irwin explained. 

A black book of contacts – whether it’s a celebrity osteopath or the owner of an ancient castle – allows clients to have a truly unique holiday that feels curated rather than packaged.   

These industry partners are also essential for creating a “seamless” itinerary which eliminates any unnecessary hassle and minimises the risk of disruption. 

“They [luxury travellers] want to remove all the friction points, so we think about curating the best set of hotels with comfort that is pre-vetted,” said Phillip LaRue, senior director of luxury travel at Capital One. 

The panel also discussed the importance of educating travellers on leveraging rewards schemes, regardless of how much they may need the points. 

“I don’t think you can overlook loyalty and perks, even at the top end of the market,” said Donley. “I’ve had clients still want to use their points even when they don't need to. They didn’t want them wasted.”