India’s Ultra-HNIs Are Looking For Curated Experiences, Finds Study

Luxury travel has evolved into a reflection of taste, purpose, and identity for India’s Ultra-High-Net-Worth Individuals (Ultra-HNIs). Kotak Private’s Top of the Pyramid (TOP) report, released recently, offers a comprehensive look into the evolving lifestyles, spending patterns, and priorities of India’s Ultra-HNIs.

Foreign Travel Spending Soars; The Rise of Experiential Luxury

According to the report, foreign leisure travel has become a significant area of expenditure. Over 50 per cent of Ultra-HNIs are significantly increasing their expenditures on international leisure travel, dedicating approximately seven per cent of their total expenses to this category. Notably, entrepreneurs are at the forefront of this trend, with 69 per cent reporting an increase in their travel spending.

The survey indicates that for this demographic, travel is no longer just about relaxation; it is about creating extraordinary and memorable experiences. From renting private islands in the Maldives and dining inside Icelandic volcanoes to exploring space tourism and staying in underwater hotels in Fiji, the focus is on unforgettable, bespoke journeys. Travel preferences among India’s Ultra-HNIs include VIP access to museums, exclusive sessions with Michelin-star chefs, and curated global events such as the Monaco Grand Prix, all of which are highly sought after for their exclusivity.

This trend is characterised by a growing preference for extravagant experiences, which often integrate comfort and adventure. For instance, many Ultra-HNIs are now opting for luxurious accommodations in historic castles, embarking on exclusive expedition cruises to Antarctica that feature submarine tours, and indulging in ultra-luxury safaris across Africa, all of which provide unique and memorable experiences.

The rising appeal of wellness-oriented travel further underscores this evolution in leisure pursuits. High-end wellness retreats such as Ayurvedic wellness centres in the serene backwaters of Kerala, rejuvenating anti-aging treatments in upscale European spas, and elite fitness retreats in picturesque locations are becoming increasingly popular among discerning travellers. These experiences highlight a strong inclination toward holistic rejuvenation and personal well-being.

Luxury Travel as a Status Symbol and Personal Expression

This shift in travel preferences reflects not merely a change in lifestyle but a profound redefinition of what luxury means. For Ultra-HNIs, travel has transcended traditional notions of indulgence to become a purposeful and deeply personal journey that enhances their social prestige. By curating their travel experiences, these global citizens are not only redefining luxury but also establishing a new dialogue around it—one that marries self-expression with transformative experiences.

About The Report

The “Top of the Pyramid” Report by Kotak Private is an in-depth study that examines the changing lifestyles, spending habits, and priorities of India’s Ultra High Net-Worth Individuals (Ultra-HNIs). Commissioned by Ernst & Young LLP (EY), the report is based on a survey of 150 affluent individuals across India. It reveals emerging trends in their investment preferences, their expanding global outlook, and their increasing interest in luxury, wellness, and digital innovations.