Time clearly trumps money in a world where affluent consumer discretionary income exceeds their discretionary time. Even the most discerning consumers are looking at hacks to save time and have more fun on the journey.

According to Skift research, high-income households earning over $150,000 are increasingly prioritizing adventure and meaningful experiences. In 2025, luxury travel will become synonymous with the ability to access a long tail of hyper-personalized experiences and more intimate accommodations. The days of one-size-fits-all are over — luxury is whatever you want it to be.

On our call, Ragan Stone, SVP of In The Know Experiences, noted, “Affluent younger consumers understand that a non-linear travel experience can be more intentional and purposeful in their travel decisions. That includes everything from an amazing restaurant reservation to lounge access. Understanding the intention behind why someone is traveling really matters so we can make sure that if someone is looking to fully disconnect, they are doing nothing.”

Gen Zers – and more importantly consumers over 30 with a Gen Z Mindset – want to explore, enjoy and consume experiences from Paris to Tokyo with the same ease of access as requesting an Uber from the palm of their hand.

Capital One’s Investment Into Premium Consumer Experiences

In a recent conversation with Matt Knise, co-lead of Capital One’s premium segment, I explored the next generation of digital concierge services. While Knise couldn’t comment on how much Capital One paid to acquire Velocity Black, a digital concierge service for high net worth individuals. The strategic acquisition helps the brand shape shift premium consumer experiences.

A report from Research and Markets highlights the digital concierge market at $1B within the next four years. However, when you pair a digital concierge service with a travel company with a “Gen Z Mindset” that consumers are looking for solutions to their experience economy access, the market potential may be much greater than the projection.

With its focus on addressing spontaneity, authenticity, and high-frequency travel, Velocity Black is redefining how top-tier consumers interact with lifestyle and travel experiences.

Knise shared the rationale behind acquiring Velocity Black, “We realized early on that to win at the top of the market, we had to offer something truly extraordinary.” The service, which operates through a seamless app-based interface, provides a curated selection of experiences across travel, dining, entertainment, and luxury goods. Customers can browse inspiration feeds, make real-time requests, and receive bespoke recommendations powered by both digitally and by human expertise.

Velocity Black’s focus on technology-driven concierge services aligns perfectly with Capital One’s vision of delivering frictionless, personalized experiences. “Our customers are incredibly time strapped. They want authentic, meaningful experiences, but they don’t want to spend hours planning.

Can Velocity Black Win Gen Z With Uniqueness

The service offers more than just booking convenience; it’s a gateway to exclusive, once-in-a-lifetime opportunities. Highlights include gorilla treks in Rwanda, private access to Wimbledon with meet-and-greet opportunities, and high-end culinary experiences worldwide. Velocity Black’s “instant book” feature also secures tables at top-tier restaurants, leveraging strong industry relationships to provide clients with unparalleled access.

Another standout feature is its asynchronous communication model. Customers can request a detailed itinerary or a simple dining reservation via the app’s chat feature, receiving immediate prompts from experts. Behind the scenes, these requests are segmented to specialists with deep domain knowledge, ensuring precision and quality.

Experts Powering the Experience

Todd Tomlin, founder of Memorii Journeys commented, “Many consumers have all the physical things they will need but want to have experiences that they can share with friends and families that will last for a lifetime.”

The backbone of Velocity Black’s service is its team of specialists, each with domain-specific expertise. “Our head of dining, Mary Catherine Edmondson, worked in some of San Francisco’s finest restaurants, while Sara Haney, who leads our travel team, has extensive experience planning luxury itineraries,” Knise noted. This expertise extends to private aviation, luxury goods, and cultural experiences, ensuring every customer receives top-notch service tailored to their needs.

Consumer Trends Driving Innovation

Three major trends are shaping Velocity Black’s travel strategy: spontaneity, authenticity, and frequency. According to Knise, younger generations like Millennials and Gen Z are traveling more often but planning less in advance. “Nearly half of our Millennial and Gen Z customers travel once a month,” he said, emphasizing the growing demand for quick, expert-driven solutions.

Interestingly, this trend isn’t confined to younger consumers. Older demographics are also adopting a “Gen Z mindset”—valuing spontaneity and authenticity over traditional planning methods. “This behavior is becoming universal,” Knise added, “and it’s changing the way the travel and lifestyle industries operate.”

The Role of AI and Technology

Capital One sees artificial intelligence as a transformative tool in this space. AI enhances personalization and streamlines the planning process, but Knise was quick to highlight the irreplaceable value of human expertise. “For top-tier experiences, relationships and nuanced knowledge are critical,” he explained. Velocity Black combines AI-driven insights with expert input to create a hybrid model that delivers efficiency without compromising quality.

Stone elaborated on this, “The combination of AI and human assistance from a good travel advisor can act like an old friend. That friend knows the traveler so well that we can suggest ideas that continual enhance their travel experience. A good advisor supported by technology will find opportunities to add value in unexpected ways.”

A Glimpse of Tomorrow: Travel Agents And Service Matter To Gen Z

Vogue Business in conjunction with Capital One Travel, conducted a study to deliver perspective on how ultra-high net worth individuals travel and make purchasing decisions. Among Gen Z and younger Millennials under age 30 findings included:

  • Spontaneity is in, among young affluent travelers. Nearly two-thirds of young affluent consumers regularly book last minute trips.
  • Young affluent individuals are passionate about travel. Nearly 54% of Gen Z and 40% of millennials say they’re traveling once a month or more.
  • Younger travelers are looking to experts when they book travel. Of Gen Z, 62% are inclined to use a travel service.

Tomlin added on the importance of spontaneity, “Planning a trip is crucial but finding room for spontaneity during the journey allows consumers to explore locally and enjoy in-the-moment experiences.”

Looking ahead, Capital One aims to further integrate Velocity Black into its premium offerings, enhancing its travel and lifestyle segments. The goal is to create a comprehensive ecosystem where members can effortlessly transition between booking private jets, securing exclusive concert tickets, or planning elaborate vacations—all within one intuitive platform.

Knise wrapped up with a compelling vision: “We’re not just offering a service; we’re delivering peace of mind and reclaiming time for our customers.”

As Capital One continues to innovate, its investment in Velocity Black is a testament to the brand’s commitment to elevating the consumer experience. Whether you’re planning a last-minute trip to Patagonia or seeking tickets to a sold-out show, the future of concierge services is here.

“When it comes to creating premium experiences for Gen Z, this generation values meaning over materialism. They aspire to live authentically and look for moments and products that are purposeful, crafted with intention, rooted in cause-related initiatives and align with their personal values. Additionally, they seek experiences that allow them to slow down, stay grounded in the present and meaningfully connect with each other,” noted Tanya Clarke, CEO of The Lost Explorer.

Adam Rossbach, President of TFL summed it up, “Strong brands with leading-edge technology will be able to deliver rewards instantly. Imagine getting rewarded points from an upscale restaurant in New York City after a night of dining that can be used the next day for tickets to your favorite concert or sporting event. Brands that can reach customers in different touchpoints are brands that can keep those customers.”



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