For years, Poland’s luxury market was defined by material symbols of success—high-end cars, designer fashion, and exclusive jewelry. But a transformation is underway. Today’s affluent consumers are seeking something different: personalized, immersive experiences that engage the senses and promote well-being.
According to KPMG’s latest report, the fastest-growing segment is no longer material goods but experiences—particularly in premium hospitality, wellness, and SPA services. The total value of Poland’s luxury market soared by 24.6% year-over-year in 2024, reaching 55.6 billion PLN, with luxury hotels and SPAs seeing a 16.7% increase. This reflects a global shift away from ownership-based status symbols toward experience-driven luxury.
Wellness as the New Wealth
The pandemic accelerated a shift toward health, balance, and well-being as core elements of a luxurious lifestyle. Poland’s high-end hospitality sector is responding, with the number of five-star hotels growing by 4.3% year-over-year, making up an increasing share of the premium travel market.
Luxury hotels today are more than just accommodations—they are sensory-driven retreats designed to immerse guests in curated experiences. Properties are integrating local culture, art, and history into their architecture and interiors, creating environments that feel both authentic and indulgent. The trend toward heritage hotels—transforming historical buildings into high-end accommodations—illustrates the blending of tradition and modernity that defines Poland’s evolving luxury landscape.
Culinary experiences have also become a crucial part of this transformation. Luxury hotels are moving beyond standard dining, introducing multi-room gastronomic journeys, where guests enjoy different meals in uniquely designed spaces, enhancing the overall experience.
The SPA Boom: Transformative Wellness Over Traditional Relaxation
One of the most striking trends in Poland’s luxury market is the booming demand for high-end SPA and wellness facilities. The sector is set to reach 7.8 billion PLN in value in 2024, with projections suggesting it will surpass 11 billion PLN by 2029.
Luxury SPAs are evolving beyond traditional relaxation to offer holistic, science-backed wellness experiences. Many of the most exclusive SPAs now feature personalized wellness programs, where guests undergo consultations with nutritionists, sleep specialists, and fitness experts to create tailored plans for long-term well-being. The demand for cutting-edge biohacking therapies is also rising, with services like oxygen treatments, infrared saunas, and IV drips becoming part of premium wellness packages. More high-end retreats are also integrating nature into their offerings, designing forest bathing experiences, open-air meditation decks, and mountain-view relaxation zones that help guests disconnect from daily stress.
The shift in luxury wellness is clear: it is no longer just about indulgence—it is about transformation. Affluent consumers want more than temporary relaxation; they seek lasting improvements to their health, longevity, and overall quality of life.
Pricing and the Rise of Ultra-Luxury
Despite inflation, luxury hotel rates in Poland now rival those in Western Europe. Travelers are willing to pay premium prices, but they demand exceptional experiences in return. To meet expectations, hotels are elevating their offerings, ensuring every element—design, service, and sensory experience—feels curated and exclusive.
Poland’s luxury hotel investment market is also booming. Recent acquisitions, including the Sofitel Grand Sopot and premium Holiday Inn properties in Warsaw and Bydgoszcz, highlight growing investor confidence in the sector. RevPAR (revenue per available room) in Poland’s luxury hotels has consistently risen, driven by international and business tourism.
The Future of Luxury in Poland: Experiences Over Possessions
KPMG’s report makes one thing clear: luxury consumers in Poland are evolving. While high-end material goods still hold appeal, the real future of luxury lies in experiences that enrich, heal, and inspire.
As digital transformation reshapes retail and an estimated 25% of luxury transactions are expected to take place online by 2025, physical spaces must offer something that cannot be replicated virtually. This is where luxury SPAs, boutique hotels, and immersive retreats excel.
More than ever, high-net-worth individuals are prioritizing wellness, sustainability, and personalization in their choices. They are no longer just looking for opulence; they want experiences that reflect their values and aspirations. In response, Poland’s luxury market is redefining what it means to indulge—shifting from traditional status symbols to meaningful, transformative encounters that leave a lasting impact. The question is no longer whether the market will grow, but how far it will push the boundaries of what luxury truly means.
