Luxury tour operator Scott Dunn says its invitation-only Scott Dunn Private membership is seeing ultra-wealthy travellers pursue journeys focused on meaning, access and cultural depth, as bookings for six-figure trips rise. Jenny Southan reports

Luxury tour operator Scott Dunn says the world’s wealthiest travellers are increasingly motivated by purpose when planning holidays, as demand for highly personalised journeys grows within its invitation-only Scott Dunn Private (SDP) membership.

The company is marking its 40th anniversary this year with a renewed focus on curated travel experiences designed for ultra-high-net-worth travellers. Its Scott Dunn Private division provides bespoke journeys and rare access to destinations, people and cultural experiences.

According to the company, bookings worth six figures have risen by 18% year-on-year, reflecting growing demand for complex itineraries that combine multiple destinations and deeper engagement with local cultures.

Jules Maury, head of Scott Dunn Private, says the motivations behind luxury travel are evolving. “When it comes to UHNW travellers, there really are no distinct trends in terms of the destinations they visit, however, our members are increasingly united by one common motivation: a desire to reconnect with their purpose. The 1% are seeking life-changing journeys and we are the conduits, be it pushing boundaries on a guided high mountain trekking expedition through New Zealand or participating as a family in biodiversity restoration projects in Costa Rica.”

Rather than focusing on a small group of fashionable destinations, SDP members continue to travel across a broad global range. Italy, France, Japan and the Maldives remain consistent favourites, while the US also regularly ranks among the top five destinations. The popularity of the US is driven by bookings from both American members and travellers based in the UK visiting the country.

At the same time, several destinations are seeing rapid growth. Iceland, Portugal and South Africa have each recorded 100% year-on-year increases in bookings through Scott Dunn Private. Egypt is also expected to become a major focus for travellers in 2026, particularly because of the opportunity for highly exclusive access to historic sites.

Examples include private, after-hours visits to the Pyramids and the Sphinx, as well as the possibility of reserving the Grand Egyptian Museum for private experiences. The company says these types of arrangements reflect the level of access its members increasingly expect.

Scott Dunn Private is also introducing new journeys designed around this shift towards purposeful travel. One example is “Wild Connections: Alaska and Hawaii”, which combines wilderness exploration with cultural engagement.

The itinerary begins with four nights at Tutka Bay Lodge in Alaska’s Kachemak Bay, where travellers explore glacier-fed waters by kayak, hike across ancient ice reached by helicopter and sail in search of wildlife including bears and orcas. Guests also connect with local communities in the town of Homer.

From Anchorage, travellers continue to Hawaii via a six-hour direct flight or private charter. The journey then moves between several islands, including stays at The Ritz-Carlton Turtle Bay on Oahu, 1 Hotel Hanalei Bay on Kauai and Rosewood Kona Village on the island of Hawai‘i.

Experiences focus on partnerships with local organisations. These include gathering ingredients on a private farm to prepare a traditional imu feast that supports Men of PA‘A, sailing on a Polynesian canoe with proceeds funding educational programmes and learning about regenerative agriculture in Waipā Valley. The itinerary starts from £44,410 per person.

Another example is a “Grand Tour of Asia by Yacht and Train”, which combines luxury cruising with rail travel across several countries.

The journey begins in Tokyo, where travellers board the Ritz-Carlton Luminara yacht for a 12-night voyage stopping in Osaka, Nagasaki, Seoul and Shanghai before ending in Hong Kong. Guests then spend three nights at Rosewood Hong Kong, with experiences including a helicopter flight over the skyline and a Michelin-starred dinner at The Peninsula.

The itinerary continues in Singapore with a stay at Raffles Hotel before a three-night journey aboard the Eastern and Oriental Express through Malaysia, calling at Kuala Lumpur, Johor and Penang Island. The journey concludes at The Datai Langkawi, located within an ancient rainforest setting. Prices start from £42,150 per person.

Maury says interest in slower travel formats such as cruise and rail journeys is rising. “We’re seeing a sharp rise in interest among Scott Dunn Private members for luxury yacht-to-train journeys and cruise journeys – bookings for the latter jumped by 21% in 2025. The appeal lies in settling in once, travelling comfortably and avoiding queues or restrictive baggage rules that come with flying from place to place.” (Below is a picture of Aman's Amangati super yacht.)

These journeys are supported by SDP’s “ACE” portfolio, which stands for access, connection and experiences. The programme offers members exclusive entry to cultural, sporting and creative events that are difficult to arrange independently.

Examples include playing golf at Augusta National with a former champion, accessing the pit lane during Formula 1 race day and attending matches at Wimbledon Centre Court. Cultural experiences range from visiting the Vatican Secret Archives to private appointments with fashion designers or craftspeople.

Maury says these experiences respond to a broader shift among wealthy travellers seeking meaningful travel rather than traditional luxury.

“In a world of AI search and overwhelming information, our members are seeking experiences that are thoughtful, relevant and meaningful to them and most importantly, reserved for the privileged few,” he says.

Scott Dunn Private’s expansion is being led by general manager Vicky Douglas and Maury, with the company continuing to grow its membership across the UK, US and Asia. A new office in Hong Kong opened last autumn to support demand from travellers in the Asia-Pacific region and to help co-ordinate increasingly international itineraries.