Boutique Hotels and Villas Take Over

Forget the sprawling resorts and one-size-fits-all itineraries; today’s luxury traveler wants something far more personal. According to a recent survey of more than 500 NewBeauty readers,* boutique hotels and private villas are leading the charge, with 36.4 percent favoring the charm and intimacy of boutique stays, and 37.5 percent opting for the privacy and exclusivity of villas.

The message is clear: design-forward spaces, tailored experiences and a sense of seclusion are the new gold standard in luxury travel.

Readers understand these aren’t just places to sleep, they’re destinations in themselves. Boutique hotels offer curated experiences, often with locally inspired interiors, intimate, tailored service and a sense of place that’s hard to replicate. Private villas, on the other hand, promise seclusion, space and the freedom to unwind on your own terms—whether that’s with a private chef, a plunge pool or a view that stretches for miles (or all three).

Readers consistently pointed to California, Hawaii and Colorado as favorite destinations for boutique hotels and private villas, places where luxury feels both elevated and effortless. Picture a cliffside villa in Maui, where the only sound is the ocean and the horizon stretches endlessly, or a tucked-away boutique hotel in Aspen, where crisp linens meet curated après-ski experiences tailored just for you.

One respondent summed it up perfectly: “Luxury hotels, privacy and never-been destinations are my top priorities when planning a trip.” Another echoed the sentiment with a more personal touch: “As I get older, my preferences for travel include more private luxury hotels and villas, along with an itinerary that is specifically designed for my family and our interests.”

As the travel landscape continues to evolve, expect boutique hotels and private villas to lead the charge in redefining what luxury looks like. Because it’s not just about where you go, it’s about how how you feel when you get there.

*Source: BeautyEngine Advanced Research, 2025