The global tourism industry was brought to its knees as COVID-19 restrictions saw jet-setters cancel flights en masse. As the world emerges from lockdown, it’s hoped that HNWIs will play a key role in reviving the sector – but how has the pandemic changed their vacation preferences?

The super-rich elite are an ever-expanding set, and they're increasingly female. While the wealth that defines them as such may stay the same, their preferences and values are changing. As a new generation cashes in at the bank, what are they prioritizing, and how should brands respond?

Charter company JetClass has launched ‘Flightpooling’, a jet-sharing service for people who need to get somewhere quickly, but don’t want to shell out for a private charter. The service provides a safe solution for those who can afford it but positions international travel as an elite luxury post-pandemic.

With the future of travel still in the balance, brands are working to rethink their offerings to attract people in a post-COVID era. On one Maldives resort, private ‘bubbles’ offer a unique getaway on a secluded beach, easing people's safety worries while turning isolation into a fun experience.