The president of a luxury lifestyle management company says millionaires are avoiding 'cookie cutter' trips in favor of immersive experiences — and it's changing how the ultrawealthy vacation

Richard Lewis, the US president of Insignia, says rich travelers are looking for life-changing experiences that go beyond staying at a ritzy hotel.

While the idea of luxury travel once immediately brought images of a Ritz-Carlton to mind, a newer trend is influencing how the ultra-wealthy vacation:"transformational travel." Business Insider spoke to Richard Lewis, the US president of Insignia, a lifestyle management service, to determine how travel trends are changing, specifically in the luxury sector. The richest vacationers are looking for a deep, immersive travel experience to take home with them.

While the idea of luxury travel once immediately brought images of a Ritz-Carlton to mind, a newer trend is influencing how the ultra-wealthy vacation:"transformational travel." Business Insider spoke to Richard Lewis, the US president of Insignia, a lifestyle management service, to determine how travel trends are changing, specifically in the luxury sector. The richest vacationers are looking for a deep, immersive travel experience to take home with them.

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