A profound shift in how Australians perceive luxury is underway, with meaningful connection and quality time now outweighing the appeal of designer goods or social media status, a new Club Med report has revealed.
The study, conducted among 1,000 Australians nationwide, shows that 68% of Australians are entering 2025 “less focused on material objects,” instead defining luxury through spending time with the people who matter most and sharing new experiences. Almost two-thirds (62%) said their perception of luxury has changed over the past five years, signalling a widespread cultural reset.
The findings show that 44% of Australians now associate luxury with “moments of connection,” whether through travel, dining or wellness experiences. Likewise, 34% say the ability to disconnect from screens and prioritise mental and physical wellbeing now feels more luxurious than purchasing designer items. One in five (20%) view time offline as the “ultimate indulgence,” while 35% say they find greater joy in small, simple pleasures over extravagant purchases.
This shift toward emotional fulfilment reflects what Club Med describes as the rising value of “L’Esprit Libre,” the brand’s long-standing philosophy meaning “Free Spirit,” which champions presence, simplicity, and reconnection.
Michelle Davies, General Manager for Club Med Pacific and New ESAP Markets, said the findings align strongly with recent travel behaviour observed by the company. “As the pace of life is seemingly becoming busier and busier for young families, we’ve seen a significant shift in their travel preferences,” she said.
“In a world that’s always on, a luxury holiday is now so much more than white glove service and is defined by the chance to digitally disconnect, enjoy unstructured free time, and reconnect with loved ones in a meaningful way.”
Davies added that demand for multigenerational holidays has surged, noting “a 30% surge in forward bookings for 2026″. She tied these trends into Club Med’s offering, highlighting a natural alignment.
“At Club Med, we create time-rich escapes where every little detail is taken care of, allowing guests to focus on what truly matters,” she said. “We call this ‘L’Esprit Libre’ – the spirit of freedom – and it’s at the heart of every Club Med experience.”
Alongside connection, 40% of Australians said that investing in “me-time” represents modern luxury. One in three highlighted personalised or curated travel as a priority, with the same proportion saying an all-inclusive resort with tailored services describes their dream holiday.
As Australians distance themselves from digital validation — with 87% posting less or not at all on holiday — luxury in 2025 is being redefined not by online image, but by the richness of real-world experiences, the study confirmed.
