Luxury Has a New Postcode and It Starts with SG
Vista reveals UHNW travel trends as Singapore rises as Southeast Asia’s top destination for privacy, mobility, and meaningful luxury.
In an exclusive, invitation-only panel held in Singapore, Vista, the world’s leading private aviation group and parent of VistaJet and XO, brought together key voices from its partner network to explore the evolving preferences of the region’s ultra-high-net-worth individuals (UHNWIs).
Set against the backdrop of a city that has rapidly emerged as Southeast Asia’s premier destination for those seeking discretion, opportunity, and lifestyle at the highest level, the event illuminated the shifting values that now define modern luxury.
Amy Yang, Vice President, Marketing – APAC & IMEA at Vista, highlighted how Singapore’s global appeal is reflected in changing travel patterns.
“With the rising trend of bleisure travel, Singapore has consistently ranked among the top destinations for Vista’s clientele. Its unique blend of Asian cultures and its status as an international business hub make it an ideal gateway for today’s global travellers.”
That momentum is backed by strong numbers. In 2024, VistaJet saw a 10% increase in Memberships across Southeast Asia, while XO, Vista’s on-demand, real-time jet platform, recorded a doubling of flight traffic in Singapore year-on-year.
Private aviation traffic peaked during landmark events:
– A 362% increase during Taylor Swift’s Eras Tour, her sole Southeast Asia stop;
– A 168% surge during the Singapore Grand Prix, coinciding with major summits like the Milken Institute Asia Summit and the Global Trade Review Congress;
– A 46% rise during the Singapore Yachting Festival.
Christine Li, Head of Research Asia Pacific at Knight Frank, added further depth:
“According to The Wealth Report 2025, Asia Pacific is predicted to account for 47.5% of the global UHNW population created between 2025–2028. The inaugural Family Office survey displays an increasing trend to view prime real estate as an attractive combination of steady income generation and capital growth potential.”
Major property transactions, including US$520 million for 21 Collyer Quay and US$43 million for River Valley Apartments, reflect growing confidence in Singapore’s enduring appeal.
“This blend of strategic diversification, expectations for long-term asset appreciation, and sustained high-value investment activity solidifies Singapore’s position as a premier destination for sophisticated capital,” Li said.
Yachting is also on the rise. Ewa Stachurska, Chief Marketing & Sustainability Officer of Sanlorenzo Asia Pacific, noted:
“Singapore is emerging as a premier yachting hub with 8 boat clubs and marinas and 4,000 boats and yachts stationed in the city.”
Beyond Singapore, Vista is charting growing interest in under-the-radar luxury destinations among its Members.
These include Sorong gateway to Raja Ampat’s remote marine sanctuaries; Da Nang, Vietnam’s rising resort and culture city; and Kuching, a lush entry point to Borneo’s eco-rich landscapes.
Established favourites such as the Maldives, Bali, and Phuket remain strong, with the latter buoyed by HBO’s The White Lotus setting its third season in Thailand.
Through Private World, Vista provides its Members with access to over 600 hand-selected partners across 35 categories, from fine art and collectable automobiles to private islands and superyacht charters, delivering bespoke experiences far beyond flight.
As Southeast Asia’s economic influence grows and its new generation of wealth holders seeks privacy, permanence, and purpose, Singapore is the destination.
