The Q3 2025 GLAM report from Altiant uncovers evolving behaviours and preferences among global HNWIs, from luxury spending and wellness trends to AI adoption and sustainable investing, providing a rich pulse on the affluent consumer’s world today.
As 2025 charges forward, the latest edition of Altiant’s Global Luxury and Asset Management (GLAM) Monitor offers a fascinating glimpse into the minds and habits of high-net-worth individuals (HNWIs) across the world. Interviewing 489 affluent respondents in Q3 from Europe, North America, and Asia Pacific, the report reveals a landscape shaped by economic caution, evolving luxury tastes, and growing environmental consciousness – all set against rapid technological adoption and geopolitical uncertainty.
Wealth and Spending Snapshot
The median household income among respondents stands at a robust $317,000, with median investible assets at $760,000 – down slightly from historical norms of $883,000 over the past five years. Interestingly, the self-made majority (46%) continues to define the global affluent class, with legacy and inherited wealth representing smaller but still significant proportions.
Luxury spending habits reflect a cautious optimism. Travel remains the dominant expenditure, with a median spend of nearly $11,000 annually – outpacing other categories like watches ($9,000) and jewellery ($6,825). Travel skews toward women for categories like leather goods and cosmetics, while men favour watches and wealth management.
Despite this, there is a growing intent to tighten purse strings: luxury automotive and watches saw a sizeable 10-point jump in planned spending cuts, with Europeans especially signalling restraint. Conversely, less than 10% of respondents aim to reduce spending on travel and wealth management, sectors which remain vibrant and are predicted to see increased investment (38% expect travel up, 43% wealth management up).
Luxury Consumer Behaviour and Preferences
When asked to describe their luxury identity, respondents skew towards established, standalone brands—preferring traditional craftsmanship over collaborations or niche brands. Notably, digital luxury channels gain ground, with 61% purchasing luxury goods online via computer/laptop (up to 80% in North America), and social media engagement playing a pivotal role in brand interactions. Younger affluent cohorts engage more actively with social media influencers and digital retail, shaping emerging luxury trends.
Health and wellness maintain strong momentum, with over half (51%) enjoying spa experiences in the past year and wellness retreats projected to remain popular (21% planned). Increasingly, affluent consumers value sustainability, with 38% interested in sustainable luxury products and 45% expressing climate crisis concerns. More than a third (35%) are actively reducing their carbon footprints, while 20% have cut back on meat consumption, highlighting a shift towards conscious living that brands cannot ignore.
Technology and AI in the HNWI Lifestyle
AI adoption continues apace, with 61% of respondents actively using AI programs—a rise driven by millennials (71%) and particularly strong among Americans (70%). However, scepticism persists regarding AI’s environmental impact, with 51% doubting its sustainability credentials. Meanwhile, sustainable investments remain steady (73% unchanged), with ongoing philanthropic donations (73% unchanged, 14% increasing) signalling an enduring commitment to social responsibility.
Financial Markets and Investment Outlook
The perception of global financial system stability improved slightly to 20% (up from 14%), though 62% still perceive it as unstable, underpinning a cautious investment environment. The majority (66%) of HNWIs are not planning immediate portfolio changes, reflecting prudence amid market volatility. Cryptocurrency interest remains moderate; 24% are long-term crypto investors (Americans and men lead), with Bitcoin maintaining popularity despite market fluctuations.
Travel and Leisure Trends
Travel has undeniably regained its place at the top of luxury spending priorities, with 88% taking at least one luxury trip in the past year (65% multiple). HNWIs are embracing various vacation styles—from multi-generational family trips (26%) to solo escapes (19%)—with city breaks (62%), sightseeing (61%), and beaches (56%) topping planned holiday types. Noteworthy is the rise of ‘bleisure’ travel, blending business with leisure, appealing to 23% of respondents.
Wellness experiences extend beyond spa visits to holistic stays that combine fitness, mindful dining, and cultural immersion—themes increasingly resonant across luxury hospitality. High levels of spending on fine dining (58%), private transport (helicopter 18%, chauffeur 20%), and exclusive 5*+ accommodations (58%) underline the segment’s appetite for curated, memorable travel experiences.
Altiant’s GLAM Q3 2025 Insights provide a rich, multifaceted view of the affluent consumer’s evolving values, behaviours, and priorities. This snapshot will serve luxury brands, asset managers, and marketers well as they navigate an increasingly complex, digitally driven, and sustainability-conscious marketplace.
For a deep dive into the data and to explore more granular findings, readers can access the full report at https://altiant.com/glam.
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