As Saudi Arabia celebrates National Day, Beverly Hills acknowledges the rising influence of Saudi women in shaping the future of global travel
Riyadh : As the Kingdom prepares to mark Saudi National Day on 23 September, the Beverly Hills Conference & Visitors Bureau (BHCVB) — the official destination marketing organisation for one of the world’s most iconic luxury cities — is recognising a major cultural shift: Saudi women are leading a new era of travel, and the world is starting to follow.
For decades, global luxury travel has been curated with men in mind – high-powered, status-driven, and business-focused. But today, that lens is evolving. In the Kingdom and beyond, Saudi women are not only influencing how their families and communities travel – they are making the decisions themselves.
According to recent research by FINN Partners, 35% of women across the GCC now identify as the primary decision-makers in travel planning, with Saudi Arabia showing some of the fastest growth. From family holidays to wellness escapes and shopping getaways, Saudi women are seeking experiences that reflect their personal values, including privacy, purpose, trust, and authenticity.
“Beverly Hills has a long-standing history of welcoming discerning travellers from Saudi Arabia, and we’ve witnessed firsthand how their expectations and preferences have evolved,” says Julie Wagner, CEO of BHCVB.
“Today’s luxury traveller is more intentional, values authentic and meaningful experiences, and holds significant influence over travel trends globally. We are committed to listening closely to this audience and continuously adapting our offerings to meet their sophisticated needs and aspirations.”
From Influence to Authority
At a recent Women Connecting the World of Luxury roundtable hosted by BHCVB, participants echoed what Saudi women have long understood: women do not just influence travel decisions, they often shape them entirely.
This ‘soft power’ is quietly transforming global hospitality. From concierge training and gender-sensitive wellness experiences to discreet service and personalised itineraries, destinations like Beverly Hills are adapting to meet the expectations of empowered female travellers from the region.
The New Face of Luxury
For Saudi women, luxury is no longer about status or excess. It is about emotional connection, safety, and meaningful experience. Whether it is modest fashion styling, rooftop yoga, Arabic-speaking concierges, or female-led wellness consultations, Beverly Hills offers a destination that feels not only refined — but relevant.
“Luxury today goes beyond mere display,” Wagner adds. “It’s about seeking destinations that truly make you feel seen, respected, and rejuvenated. We are witnessing a growing trend, especially among female travellers, towards prioritising personal wellbeing, authentic identity, and inner peace. This shift is reshaping how luxury is defined and experienced.”
A Destination That Understands Her
As Saudi women continue to lead across entrepreneurship, culture, and innovation, their influence on global travel is only growing.
Beverly Hills celebrates the ambition, elegance, and evolving tastes of the Kingdom’s women – and invites them to discover a destination shaped by empathy, understanding, and purpose.
