A shift is happening in the way people give gifts, and it is unfolding faster than almost anyone expected. A recent survey shows that 92 percent of U.S. adults now prefer an experience over a physical item – a dramatic rise from 62 percent in 2021. Travel gifting, once a niche reserved for milestone moments, has now surged into the mainstream as more people look for presents that spark transformation rather than add clutter.
The luxury segment is feeling this shift most intensely. According to McKinsey, demand for high-end tourism is expected to grow faster in 2025 than any other travel category, driven by travellers who increasingly place value on immersion, meaning and carefully crafted encounters.
It is into this landscape that The Luminaire, a luxury travel company known for its focus on curiosity-led exploration, has launched its new collection of Experience Cards. Rather than offering credit-style vouchers, these cards deliver a fully curated journey in a simple, elegant format designed for people who prioritise discovery over possessions.
Each card unlocks a complete itinerary for two guests, including access to the Mandarin Oriental Exclusive Journeys range. There is a Samurai experience in Japan, a private watchmaking atelier in Switzerland priced at £9,900, and two of France’s most respected wine regions represented through Bordeaux (£9,100) and Champagne (£9,180) oenological explorations. The Luminaire’s experts manage every detail, and once the card is received, travellers work with the team to tailor the experience to their pace, interests and comfort level. The goal is to elevate the gift into something deeply personal rather than transactional.
The company argues that this new format responds directly to a growing desire for gifts that expand horizons and create lasting impact. One example is The Luminaire’s Foundation Trip: The Kilimanjaro Challenge, offered through an Experience Card priced at £3,995, with all proceeds directed to Virgin Unite. Givers can essentially fund both an expedition and a philanthropic mission in one gesture.
Adam Sebba, CEO and founder of The Luminaire, says the shift toward experiential gifting reflects a broader cultural moment. “Travel is one of the few gifts that can genuinely change how people see the world, so we wanted to create something that honours that potential. Experience Cards are not simply a convenient way to package a holiday – they are an invitation to curiosity.”
He believes the cards will appeal to people wanting to gift insight, inspiration and possibility rather than something destined for a shelf. “At their best, these experiences can spark ideas, restore perspective and create memories that stay with people for life.”
For those seeking a more flexible option, The Luminaire also offers vouchers from £500 upwards, a format particularly suited to honeymooners looking to shape their own adventure.
With experiential gifts now outpacing traditional presents, and luxury travel on track for unprecedented growth, The Luminaire’s move appears well timed. It taps into an emotional truth of modern gifting: what people want most is not something to own, but something to remember.
