Forget the vast resort and all-purpose itinerary. Today’s gorgeous travelers want something far more personal. A recent survey of over 500 Newbeauty Readers found that *boutique hotels and private villas lead the charge, with 36.4% favoring the charm and intimacy of boutiques and 37.5% opting for villa privacy and exclusivity.
The message is clear. Design Forward Space, Tailored Experience and the sense of isolation are the new gold standard for luxury travel.
Readers understand that these are not just places to sleep, they are their own destinations. Boutique hotels often offer curated experiences with locally inspired interiors, intimate, tailored service and a sense of place that is difficult to replicate. Private villas, meandering, promise quarantine, space and freedom to relax in your own words. It can be with a private chef, a plunge pool or a view that spans miles (or all three).
Readers have consistently pointed out California, Hawaii and Colorado as their favorite destinations for boutique hotels and private villas. Imagine a villa by the cliffs of Maui, where the only sound is endlessly stretched by the ocean and horizon, or a tack away boutique hotel in Aspen.
One respondent said, “It’s my top priority when planning a luxurious hotel, privacy and never a trip,” another reiterated the emotions with a more personal touch. “As I get older, my preferences for travel include more private luxury hotels and villas, as well as itineraries specifically designed for my family and our interests.”
As the travel landscape continues to evolve, expect boutique hotels and private villas to lead prices in redefine what luxury looks like. It’s not just where you’re going, so it’s about how you feel when you get there.
*Source: BeautyEngine Advanced Research, 2025
