The ultra-rich are done hoarding bags and watches; they're now investing in experiences

For decades, luxury followed a familiar formula: a recognisable logo, a limited-edition drop, an object designed to signal both taste and wealth. But among the ultra-rich, that equation is shifting. According to reports, high-net-worth individuals are increasingly diverting their spending away from traditional luxury goods and towards experiences that are harder to replicate or resell. The new markers of wealth are less about what sits in a wardrobe and more about where one has been, what one has accessed, and how much time one can afford to curate.

This is not a rejection of luxury so much as its evolution. When material abundance reaches a saturation point, experiences become the most scarce currency of all.

Travel, but make it inaccessible

Travel has emerged as the most dominant expression of this shift. Reportedly, private aviation, ultra-long stays and expedition-style travel are seeing a surge among the ultra-wealthy. This is not about five-star hotels in familiar capitals, but about remote access. Think private Antarctic voyages, long-term leases on private islands in the Caribbean or the Pacific, and invitation-only safari conservancies in Africa that prioritise conservation alongside exclusivity.

Luxury travel advisors have noted a growing preference for slower itineraries and deeper immersion. Months-long stays, often structured around food, art, spirituality and local culture, are increasingly favoured over whirlwind, check-list travel. The real luxury here is control over time, privacy and narrative.

When front-row access becomes the real flex

According to reports, access to the world’s most coveted cultural and sporting events has quietly become one of the most expensive experiences money can buy. Tickets to tournaments like Wimbledon, the Monaco Grand Prix or the US Open now run into exorbitant sums once hospitality boxes, private enclosures and multi-day access are factored in. Yet, these events continue to draw an ever-growing list of global celebrities, business magnates and cultural tastemakers. The appeal and the luxury lie not just in the sport, but in the room itself: who you sit next to, who you are seen with, and the sense of belonging to a moment that cannot be replicated.

The same logic applies to fashion’s most exclusive night. A ticket to the Met Gala costs several lakhs, with tables priced far higher, yet attendance remains as competitive as ever. For the mega-rich, the value is not in the dinner or the red carpet alone, but in access to an evening that exists entirely outside the public domain. Similarly, curated meals at Michelin-starred restaurants, often involving private chefs, bespoke menus and months-long waiting lists, are increasingly treated as once-in-a-lifetime cultural experiences rather than meals. In this new luxury economy, proximity, access and memory matter far more than the price printed on the ticket.

Wellness as long-term capital

Another area seeing major investments is wellness, though not in the mainstream sense. According to industry reports, the ultra-rich are now spending heavily on preventative healthcare, longevity clinics, and personalised medical programmes. From biohacking retreats in Switzerland to healing programmes in remote ashrams, wellness has become a long-term investment rather than an indulgence.

This version of wellness is not about trends, but about extending quality of life. A custom wellness protocol carries more value than a watch collection.

Culture, access and the art of belonging

Cultural capital is another emerging focus. Reportedly, wealthy patrons are increasingly funding private museum wings, artist residencies and heritage restoration projects, often in exchange for long-term access rather than ownership. Invitations to closed-door previews at biennales, private rehearsals at opera houses or behind-the-scenes access at major fashion houses have become part of this experience economy.

This kind of access cannot be bought off a shelf. It requires networks, time and a level of cultural literacy that goes beyond consumption. The experience itself becomes the asset.

A quieter, more intentional kind of wealth

Unlike traditional luxury goods, experiences do not witness upward or downward trends in a financial sense. Their value compounds emotionally. And this is precisely why they are resonating with younger ultra-high-net-worth individuals, many of whom prioritise meaning, storytelling, and creating memories over material wealth.

What emerges from this shift is not a total rejection of materialism, but a rejig of what feels truly luxurious. At a time when everything can be bought, luxury becomes about what cannot be easily accessed, replicated or rushed. Time, health, privacy, culture and memories now sit at the centre of this new hierarchy.

For the ultra-rich, the ultimate indulgence is no longer possession; it is presence.

Lead image: IMDb

Also read: The unmissable art and culture events everyone will be talking about

Also read: Enough of main character energy; 2025 was the year of main character burnout