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The Affluent Traveler Collection Strategically Adds Boutique Properties to Stay Ahead of Demand

 New Hotels and Resorts Highlight Growing Lifestyle Trends for Upscale Travelers


OYSTER BAY, NY (July 25, 2023): Discerning travelers today are seeking more than a hotel room when they book lodging. They are looking for an experience that connects to their passions.


Invitation-only luxury marketing group The Affluent Traveler Collection is growing its exclusive hotel portfolio to appeal to these high-end travelers. ATC now features 1,000 properties in its collection, up 14 percent from last year.


“Luxury travelers have an enormous appetite for expanding their wellness and cultural horizons, and they want to do this with family and friends,” said Ed Donaldson, vice president of sales for The Affluent Traveler Collection. “We’re strengthening our program by adding more boutique properties that deliver unique, authentic experiences to our upscale clientele.”


New to the ATC sales leadership ranks, Donaldson oversees the Hotel Program’s strategic expansion into high-demand destinations and niches. His extensive background includes overseeing the Americas operations for Small Luxury Hotels of the World as well as regional and on-property roles with Rosewood, Mandarin Oriental and Ritz-Carlton.


Wellness: Transcending Spas

Wellness tourism is expected to reach $1.1 trillion by 2025, according to the Global Wellness Institute. While many hotels hoping for a piece of this expanding pie offer spa treatments, far fewer deliver holistic experiences that are investments in well-being, not merely indulgences.


These newcomers to the ATC program are raising the bar for health-minded travelers:

  • Equinox Hotel New York features the largest of the brand’s fitness clubs at 60,000 square feet. Its next-level spa treatments include cryotherapy to relieve inflammation, vitamin therapy via IV drip to boost metabolism, and a wave table with immersive sound and harmonic resonance to deepen sleep.
  • One&Only Palmilla’s services with a spiritual healer enhance wellbeing. Its temazcal ritual marries drumming, chanting and a steam bath to renew body, mind and soul. Guided breathwork uses music and quartz bowl sounds to create recharging vibrations through the body. A sunrise purification ceremony cleanses with incense, herbs, ocean waves and meditation.
  • Treatments at Nobu Hotel Miami Beach include Japanese traditions to relax and restore. The Nobu Nagomi Ritual joins massage, facial cleansing and exfoliation with elements including handmade herbal poultices to increase energy flow. Other services use herbs such as ginger to relieve pain and shiatsu pressure points to stimulate energy meridians.


Residences: Prioritizing Family 

Upscale travelers are spending more on trips, staying longer, and prioritizing leisure over work. Reconnecting with loved ones after COVID-induced separations is key. Multi-generational reunions and celebrations are driving demand for residence-style stays over traditional rooms.


These recent ATC additions provide spacious, flexible accommodations for families and groups:

  • San Miguel de Allende’s Live Aqua Urban Resort features residences that range from 926 to 1690 square feet. Each offers indoor and outdoor living spaces and extras such as plunge pools, hot tubs, pool tables, karaoke machines and video game consoles.
  • The new tower at The Boca Raton offers all-suite floors with connecting suites. An entire floor can house large groups. Its 1870-square-foot suite features three bedrooms and bathrooms, a living area, complimentary mini-bar and panoramic views.
  • La Demeure Montaigne in Paris offers 450-square-foot street-side apartments, complete with kitchen areas, that can also be connected for larger parties. The Champs-Elysees and Arc de Triomphe are a short stroll from this stylishly appointed pied-à-terre.


Exotic Destinations: Immersive Experiences

Now that luxury travelers are roaming the world again, they are seizing the moment and selecting far-flung locales. Eager to experience different places and cultures, they are expanding their horizons and indulging their interests.


These new ATC resorts are immersing discerning travelers in distinct settings:

  • Anantara Angkor Resort is only 15 minutes from the UNESCO World Heritage Site of Angkor Wat. Guests can explore the temples by tuk-tuk, Vespa or helicopter. As well, guides show visitors everything from remote ruins and jungle waterfalls to street foods.
  • Banyan Tree Doha at La Cigale Mushaireb fuses traditional motifs with modern comfort. Visitors can take in mosques and markets, experience local arts and culture, cruise on a traditional dhow and explore the desert.
  • Kontiki Beach Resort on Curaçao, a certified eco resort built with natural materials, boasts serene beauty. It offers white sand beaches and saltwater pools set in a tropical garden. Historic Willemstad and its colorful, distinctive architecture are minutes away.


These and other ATC properties provide valuable client amenities, including room upgrade, early check-in and late check-out if available; daily breakfast for two; Wi-Fi; and a welcome note from the general manager. The program guarantees Last Room Availability, ensuring the contracted rate is available to book and travelers won’t be walked in an over-sold situation. Most hotels offer exclusive discounts for ATC advisors, with savings up to 25 percent off the best available rate.


To learn more about ATC, visit



About The Affluent Traveler Collection

The Affluent Traveler Collection is an elite luxury marketing organization that provides its invitation-only advisors with superior products and services including award-winning marketing, cutting-edge technology, premier events, high-touch consulting and training opportunities. Through its long-standing partnerships with the world’s finest travel suppliers, Affluent Traveler Collection specialists enjoy access to unique products, enriched amenities and exclusive offers. Advisors draw on their extensive expertise to curate once-in-a-lifetime luxury travel experiences tailor-made for the preferences of their discerning clientele. They are passionate about building trusted relationships with VIP clients and exceeding expectations for service and satisfaction. For more information, visit


Media note: the suite photo is from La Demeure Montaigne; the spa photo is from Nobu Hotel Miami Beach.