Monaco hosted the Forbes Travel Guide Summit for the first time at the end of February, bringing industry leaders from around the world together in the Principality to discuss the future of high-end hospitality, from emerging destinations to the growing demand for experiential travel.
The Forbes Travel Guide Summit, an exclusive, invitation-only event held between 25th and 28th February, was targeted at top decision-makers from the hospitality and travel industries. Known for setting the standard in high-end travel, the summit typically takes place in Las Vegas but was hosted in Monaco for the first time this year. It attracted over 3,500 luxury travel professionals from more than 80 countries, with 150 leading luxury brands in attendance and over 50 industry speakers sharing insights on the future of hospitality.
Monaco Life attended the Grimaldi Forum-based section of the summit on 27th February to hear from industry leaders, such as Marriott International’s Chief Operating Officer for the Middle East, Europe and Africa, Sandeep Walia, and Brenda Collin, the Executive Vice-President for the Europe branch of Preferred Hotels & Resorts, to learn more about emerging trends in high-end travel.
Luxury travel trends
Walia delivered an insight talk on trends at the top end of the market.
“At least 10 leisure trips a year—this is what ultra-high-net-worth individuals are now taking,” he said, pointing out the increasing demand for luxury travel.
According to Walia, 76% of these individuals choose their next destination based on the presence of a luxury hotel, reinforcing how high-end hospitality shapes travel decisions.
One noticeable shift is the growing trend of ‘bravecations’, as Walia described them—trips where travellers step out of their comfort zones.
“People say they would be braver on vacation than at home. They want to try new sports, new foods, even extreme activities like skydiving,” he explained.
Luxury tourism is further embracing experiential travel, with significant growth in yacht tourism and high-end safari lodges. He cited Ilma, the Ritz-Carlton Yacht Collection’s latest vessel, as an example of the increasing demand for ultra-luxury cruise experiences.
See more: Onboard Ilma: the Ritz Carlton launches luxurious maiden voyage from Monaco
Branded residences—high-end homes located within hotel properties—are also gaining traction, he said, particularly in the Middle East and the US, where markets like Miami have long been strong.
“All-inclusive resorts, once considered mass-market, are now entering the luxury space,” Walia explained. “The Ritz-Carlton Luxury Collection is even expanding into this area.”
Key destinations on the rise
One of the most anticipated luxury hotel openings for 2025 is Casa Brera, a Luxury Collection Hotel in Milan, which Walia described as “the most exciting opening in my opinion”. Other high-profile launches include The Palace Hotel in Madrid, W Florence, W Riyadh in the KAFD area, the Lake Como Edition and the Red Sea Edition.
Luxury safari tourism is also booming, with properties like the Ritz-Carlton Masai Mara Safari Camp set to open imminently.
“It’s an elevated camp, so you can see the wildlife migrations happening,” Walia noted.
Sustainability and independent hotels in the luxury market
Another expert present was Collin, Executive Vice-President of the Europe branch of Preferred Hotels & Resorts, who accentuated the company’s commitment to sustainable travel.
“We launched our Climate Action Plan in December 2024 with clear, actionable steps towards achieving net zero by 2050,” she said.
Preferred Hotels & Resorts, the world’s largest independent hotel brand, represents more than 600 properties across 80 countries, with 130 of its hotels recognised in the Forbes Five-Star Awards.
Among its latest additions is the Armani Hotel Milan, further reinforcing Milan’s position as a booming luxury travel destination. Other highly anticipated openings include Maison Albar Le Victoria in Nice, Peter Island Resort in the British Virgin Islands, The Visions Resort & Spa in Florida, Oros in Crete, The Newman in London and Romegas Hotel in Valletta.
See more: Monaco Life goes around the world: Milan
Preferred’s I Prefer loyalty programme now has five million members, reflecting the growing appeal of independent luxury properties.
Industry voices
Monaco Life also spoke with Casey Lavin, President of Beemok Hospitality, a US-based luxury hospitality company. With 20 years in the industry, Lavin said he values Forbes Travel Guide’s role in maintaining service excellence.
During his talk, Lavin pointed out a growing demand for real human connections in luxury service.
“We are training staff to be intuitive, to listen and to read people,” he said. “Emotional intelligence is crucial in this business.”
He also addressed the shortage of trained professionals post-COVID, saying, “When the pandemic hit, hospitality workers were told they weren’t essential. Now, hotels are expanding, but there aren’t enough people going into the industry.”
On travel trends, Lavin noted, “People want authentic experiences in lesser-known places, not just major cities like New York or London. The Middle East is also on the rise, with exciting developments reshaping tourism.”
Similarly, Dino Michael, Global Head of Hilton Luxury Brands, reinforced the shift toward more rural and experiential destinations.
“People want uniqueness, authenticity and a break from mass tourism,” he said. “There’s also a renewed trust in hotels as people prioritise meaningful getaways. Time is luxury.”
Michael highlighted Greece, especially its smaller islands, as a key destination, alongside North Africa, Morocco and Japan, with Albania also emerging as a hotspot.
With Monaco set to host the summit again in 2026, the Principality is solidifying its place as a key player in the global luxury travel conversation.
Monaco Life was there! Watch our Instagram reel below:
View this post on Instagram
Monaco Life is produced by real multi-media journalists writing original content. See more in our free newsletter, follow our Podcasts on Spotify, and check us out on Threads, Facebook, Instagram, LinkedIn and Tik Tok.
All photos by Monaco Life