According to Forbes Research‘s 2025 Mass Affluent Survey, travel has surpassed luxury cars as the number one symbol of success for affluent Americans. The survey polled over a thousand people with a net worth (investable assets) between 200,000 USD and 2,000,000 USD and found that 59 percent of respondents now regard travel as one of the top three indicators of having ‘made it’. Among the most affluent respondents with assets of 1 million USD or more, that number is 75 percent.

As the modern symbol of success, travel has become more than just a pastime for the mass affluent—it is now a status symbol that represents both achievement and sophistication. The survey highlights how affluent travelers are shifting their priorities, increasingly opting for memorable travel experiences rather than material purchases, which they view as less fulfilling in comparison.

Travel: A Major Monthly Expense for the Mass Affluent

Travel now ranks as the second-highest monthly expense for affluent Americans, with an average expenditure of $1,228, just behind housing costs. This statistic underscores the growing importance of travel in the lives of the mass affluent, with many willing to allocate a significant portion of their budget to luxurious and unique travel experiences.

The shift toward spending more on travel has also led to a redefinition of what constitutes success. The traditional markers, such as luxury vehicles (31%) and high-end consumer electronics (19%), now fall behind travel in terms of their significance as symbols of achievement.

Symbols of Success: The Mass Affluent’s New Priorities

The survey’s findings clearly illustrate the evolving preferences of the mass affluent. The full list of success indicators shows that travel is now the dominant marker of success, vastly outpacing other luxury items such as luxury vehicles, designer accessories, and designer watches. Here’s a breakdown of what the affluent consider to be the top signs of success:

• Travel: 59%
• Luxury vehicles: 31%
• Entertaining at home: 29%
• Experiences (e.g., parties, front-row seats): 19%
• High-end consumer electronics: 19%
• Designer clothing: 18%
• Collectibles (e.g., art): 18%
• Designer accessories (e.g., belts, handbags): 15%
• Designer jewelry: 15%
• Designer watches: 14%
• Premium spirits: 14%

The findings highlight how travel has become more than just a leisure activity for the affluent—it’s now a key lifestyle choice that aligns with their broader desire for experiences that offer both personal fulfillment and cultural enrichment.

Why and How the Affluent Travel: Motivations Behind the Journey

The primary motivations for travel among affluent Americans reflect a strong desire for relaxation and cultural enrichment. According to the survey:

• 57% of affluent travelers say they travel to disconnect and relax, making it the top reason for their trips.
• 52% travel for family vacations, while 44% enjoy exploring and learning about new cultures.
• 33% use travel to celebrate milestones, such as birthdays and anniversaries.

However, some motivations like wellness retreats (19%), adventurous experiences (15%), and ecotourism (8%) ranked lower, indicating that mass affluent travelers prioritize relaxation, cultural immersion, and personal enjoyment over extreme adventure or eco-conscious tourism.

Authentic Experiences Over Traditional Luxury Stays

While travel has become the ultimate status symbol, affluent Americans are not solely focused on lavish stays. In fact, more than half (56%) of respondents prefer authentic cultural experiences over traditional luxury accommodations. This preference is particularly strong among those aged 31-50, with 74% of travelers in this age group choosing cultural immersion over luxury stays.

This trend reflects a broader shift toward experiential travel. Affluent travelers are more likely to seek out unique and authentic destinations and activities rather than simply indulging in high-end hotels or resorts. They are eager to immerse themselves in local cultures, foods, and activities that offer meaningful, memorable experiences.

Practical Considerations in Travel Booking

When it comes to booking travel, the mass affluent are motivated by practical considerations, with the following factors influencing their decisions:

• 62% of affluent travelers prioritize affordability and value for money when booking trips.
• 58% choose destinations based on their appeal, such as attractions, culture, and local experiences.
• 57% prioritize safety and security when selecting travel options.
• 54% value accommodation quality, while 33% consider transportation convenience, such as proximity to airports.

These findings show that, while affluent travelers enjoy luxurious experiences, they also place a high value on practicality and value when planning their trips.

Travel as a Reflection of the Mass Affluent’s Lifestyle

The growing importance of travel among affluent Americans signifies a broader shift in lifestyle preferences. Travel has evolved from a leisure activity to a status symbol, a way to demonstrate success, explore the world, and create memorable experiences. As affluent individuals prioritize cultural immersion, personal fulfillment, and unique travel experiences, the demand for luxury travel is shifting toward a more experiential model.

Travel patterns of the mass affluent point to a dynamic shift in luxury tourism toward authenticity and cultural immersion, which reflects the changing priorities of high-net-worth individuals who view travel as part of their success, curiosity, and pursuit of novel experiences.

The post Travel Becomes the Ultimate Status Symbol for Mass Affluent Americans appeared first on Travel And Tour World.