More agents are adding luxury upgrades to client itineraries, pointing to a growing demand from clients for VIP-style upgrades.

According to Marriott Bonvoy’s latest Ticket to Travel research, one in five travellers has engaged in so-called “lux-scaping” in the past 12 months.

The scale of these premium add-ons varies, ranging from an overnight stay in a boutique five-star property to a massage in a thermal spa.

The trend is particularly strong among younger travellers in the EMEA region: more than a third of 25–34-year-olds said they had spent extra in the past year to elevate an otherwise mid-value trip, while 29% of 18–24-year-olds reported doing the same.

In an increasingly uncertain economy, motivations behind these one-off treats are unsurprising. Nearly half of respondents said a luxury upgrade helps them “relax and get into the holiday mindset” at the start of a trip, while 43% felt it left them “refreshed” for their return to reality. 

For many, these small pleasures enable them to dabble in a luxurious lifestyle without the hefty price tag: 29% said such upgrades allow them to experience a level of comfort they couldn’t afford for a longer break. 

Others cited the chance to diversify their travel experiences or mark special occasions, with 15% revealing they had stretched their budgets to celebrate a milestone.

Agents are taking note of this trend, with nearly 70% of respondents to a poll shared by TTG Luxury confirming they’d ‘lux-scaped’ a client’s trip. 

“We find it depends on clients’ itineraries overall,” said Duncan Greenfield-Turk, founder of Global Travel Moments. “We may balance the beauty of a superb five-star hotel at the end of a multi-city, multi-country escape where luxury hotels weren’t available earlier in the journey.”

Meanwhile, Emma of Impala Adventure Travel said she has been incorporating luxury touches into her current journey from the UK to Senegal. “We’re adding in the odd luxury stay wherever we can,” the touring specialist told TTG Luxury.

Other agents are also turning to luxury add-ons to access premium experiences, especially in destinations that are known for their high pricing. 

“I do this a lot with Disney trips,” said Kate Holroyd. “Whether it’s a night in a Disney resort at Disneyland Paris to gain extra park days for less than buying additional tickets, or in Florida to add Universal fast passes – it’s also a great way to end a cruise with a luxury stay.”