Americans Are Dreaming of Yacht Life, According to New Data
New data reveals yacht charters dominate America’s luxury dreams, outpacing fine dining and wellness travel.
Photo: Mohamed Masaau / Unsplash
For most Americans, luxury isn’t about handbags or sports cars anymore—it’s about experiences. A new study by Assembly Global shows that high-end travelers are increasingly searching for ways to live well, not just look it.
Using Google Trends data from October 2020 through October 2025, the firm compared searches for five types of luxury experiences—wellness retreats, yacht charters, Michelin-starred restaurants, luxury villas, and luxury train rides—to see what captivates each U.S. state most. The findings reveal a clear favorite: the yacht charter.
The data shows yacht charters ranked first in 36 states, dominating much of the South and Midwest. Mississippi led with half of all luxury-related searches, followed by Kansas at 48%, Florida at 46%, and West Virginia at 44%. Interest wasn’t limited to coastal regions; states like Kentucky and Oklahoma also scored high, underscoring the aspirational pull of life on the water.
Michelin-starred restaurants took the top spot in 13 states, including California, New York, Illinois, Massachusetts, and Washington. In these culinary-driven markets, dining remains a hallmark of sophisticated leisure. California, home to more Michelin-starred establishments than any other state, posted a 46% share of luxury-related searches in that category. The District of Columbia followed closely with 44%, reflecting its growing profile as a fine-dining destination.
Only two states—Montana and Vermont—ranked wellness retreats as their most-searched luxury experience, though nearby Minnesota and Utah trailed closely. The results align with a broader national trend toward wellness travel, even if it doesn’t yet dominate online curiosity.
Assembly Global’s findings support what the wider industry has observed: experience-driven spending is outpacing luxury goods. The report cites that experience-based luxury purchases are growing at twice the rate of luxury products, with overall spending projected to reach $391 billion by 2028, up from $239 billion today.
While yacht charters were the undisputed favorite, other experiences, such as luxury villas and train journeys, drew modest attention nationwide. No state selected villas as its top choice, suggesting that private-home stays, while popular, may no longer signal the pinnacle of luxury aspiration in search behavior.
The study offers a snapshot of how Americans now define indulgence—less about ownership and more about access. Whether it’s a table at a Michelin restaurant or a weekend on a private yacht, the data points to a continued appetite for experiences that feel rare, immersive, and worth remembering.
