Luxury holidays costing more than £78,000 have surged by 68% in the past two years, according to new data from high-end villa rental agency Top Villas, offering a glimpse into the travel preferences of the ultra-wealthy.

The average booking value has reached £120,000, covering both accommodation and premium services, as affluent travellers increasingly seek personalised experiences.

"This illustrates a remarkable shift in the popularity of luxury stays and six-figure getaways, with significantly more travellers willing to spare no expense when it comes to having extraordinary and exclusive holidays, now more than ever," says James Mannings, CEO and co-founder of Top Villas.

The surge reflects changing preferences among wealthy travellers, who Mannings says are constantly raising the bar: "People now want the best of the best. It's about going the extra mile to make each holiday truly special, and travellers are seeking new ways to enhance their trips with exciting experiences and services, and are opting for ultra-luxe destinations and extravagant stays, with each of their getaways topping the last."

Must-have amenities for these luxury stays typically include fully-staffed accommodation with private chefs, housekeepers, and personal butlers. "Having a team of people around the clock who can take the weight of having to complete mundane, day-to-day tasks off of your shoulders means that your valuable time is not eaten up during a getaway," Mannings explains.

The trend extends to wellness services, with private fitness instructors and in-house spa treatments becoming standard requests. Pool attendants are increasingly being integrated into home staff teams, while exclusive experiences have seen a 100% increase in demand over the past two years.

These bespoke experiences range from securing coveted restaurant reservations to arranging private yacht charters and dining experiences with renowned chefs. Mannings cites securing New Year's Eve bookings at Miami's exclusive KiKi on the River as an example of their concierge capabilities.

VIP experiences are also seeing significant growth, with Disney World tours proving particularly popular. "We've seen a 40% increase in bookings for these VIP passes this year compared to 2023, and these tours can cost upwards US$6,500 per day," says Mannings.

Some requests venture into more unusual territory. The company has organised everything from private firework cruises to petting zoos for younger guests, and arranged thousands of fresh flowers for in-villa marriage proposals.

Security services have emerged as another essential requirement, with wealthy travellers increasingly requesting both property guards and personal chauffeurs to ensure privacy and safety throughout their stay.

"Luxury clients want to have maximum peace of mind during their getaways knowing that they're safe," Mannings notes, adding that guards often chaperone guests to various locations, "whether that be amusement parks, shopping malls, or beaches."

The company, which operates in more than 150 destinations worldwide, attributes the surge in ultra-luxury bookings to travellers seeking increasingly distinctive and exclusive holiday experiences.