Gen Zers are either dictating their wealthy parents' travel itineraries or splurging on lavish trips for themselves.

Those who are still traveling with mom and dad are calling the shots on vacation, suggesting activities and destinations based on what's trending on social media.

Julia Carter, the founder of the luxury travel agency Craft Travel, previously told BI that Gen Zers care the most about accommodation.

"You can go to London or Paris," Carter said, "But unless you get these money shots, as they say, how do you show that you really did it in style? The hotel is the proof."

Gen Zers also have a penchant for luxury all-inclusive trips, BI previously reported.

"With social media being so big and being an integral part of their lives, many people are motivated by sharing highly curated content and ultra-luxury resorts," said Malley Goodwin, a luxury travel advisor at Embark Beyond.

Rich Gen Zers are less inclined to be materialistic with their spending.

When it comes to travel, a press representative of Black Tomato, a UK-founded luxury tour operator offering curated private trips to places such as Mustique and Seychelles, said the company is finding that younger clients want "authentic, hands-on travel experiences" focusing on "sustainability, wellness, and cultural immersion."

Gen Z's value-led spending trend is picking up globally and across other spending categories, such as retail. In China, home to a large population of ultra-high-net-worth individuals, younger generations are eschewing flashy logo-heavy brands to splurge on items and experiences representing their values for bettering the environment and themselves.

Jien Goh, a trend forecaster at WGSN, previously told BI: "At the heart of this trend lies a desire for mindful, slower-paced living and a newly emerging mindset that sees wellness and longevity as the ultimate marker of luxury."

Gen Z prefers the flashiest items in their wardrobe to be pre-loved.

Claudia D'Arpizio, senior partner and global head of Fashion and Luxury at Bain, told BI that, instead of purchasing designer goods new, most Gen Zers are sourcing them secondhand via resale platforms like The Real Real.

Their sustainable values are likely part of the equation. However, D'Arpizio said these platforms are a hit with Gen Zers because they're using them to buy vintage finds and sell them to generate extra cash.

"There is an element of gamification and entertainment that is also interesting for this generation," she said.

American Gen Zers are outpacing previous generations when it comes to home ownership, per a 2023 Redfin study that found 30% of 25-year-olds owned their home in 2022, compared to 28% of millennials and 27% of Gen X at that age.

At home, the pantry and what it's stocked with have become markers of social status. A McKinsey survey published in December found that groceries, tied with beauty and personal care, are one of the top three categories Gen Z consumers plan to treat themselves to, behind restaurants and apparel.

Gen Zers are stocking up on expensive snacks, beverages, and condiments, and some are flaunting their pricey grocery store hauls from hot spots like Erewhon, a celebrity favorite in Los Angeles, on social media.

It comes as Elizabeth Tan, a senior culture strategist for WGSN Insight, said food and dining have become a way for younger consumers to express "their values and cultural identity."

A spritz of the right perfume has become a tell-tale sign of wealth and status among Gen Z.

While the luxury goods industry has suffered this past year, particularly from dwindling demand in China, Bain's D'Arpizio said fragrance was one of the few resilient categories.

Fragrances weathered the luxury downturn partly because the category is popular with younger generations, who have continued indulging themselves in smaller, more affordable luxuries while holding back on bigger purchases like handbags or coats.

Perfumes and colognes have also evolved into a medium for Gen Z to carve out their personal brand, as BI previously reported.

The generation is using certain fragrances to identify themselves with popular aesthetics. For example, Upton Clark reports that a Gen Zer hoping to exude a "Clean Girl" vibe might opt for Maison Margiela's Replica Bubble Bath, while one aspiring to give off an air of "Quiet Luxury" might don Maison Francis Kurkdjian's Baccarat Rouge 540.

The oldest Gen Zers aren't yet 30. While that might be relatively young, they're just as concerned (if not more so) about aging.

In an article on the rise of "Collagen banking," a noninvasive skincare treatment that seeks to boost collagen production, Vogue Business reported that market research firm Circana found 70% of Gen Zers use antiaging serums daily.

As BI previously reported, Gen Z's skincare obsession might be linked to how they are the first generation to grow up with a wide array of social-media platforms and filters, fueling the rise of "prejuvenation" — a trend of mixing skincare with cosmetic treatments to stave off the effects of aging.

The younger generations' desire to maintain their youthful appearances is also changing the cosmetics industry, as Circana reports half of US consumers now look for makeup products that double as skincare, aligning with the attitude of over 60% of Gen Z and millennials.

From the stained-glass windows to the open fireplace, circular chimneys, and wooden beam ceilings, the 4,708-square-foot house is oozing with history.

It's Grade II-listed, meaning it's legally protected in the UK for its historical significance, but the house can and should be partially renovated, Ravaux said.

"While you have a lot of the original woodwork and original features, you've probably got to rewire the whole place," he said. "The bathrooms probably haven't been touched since the late 1980s."

Shay Khan, 31, told BI he booked a one-stay night at the Magna Carta house in November 2023 to celebrate his 30th with friends and family.

The night's theme was a murder mystery, so Khan said the building's "gothic" style and "old architecture" were well-suited.

He said the state of the interior was disappointing. "Some rooms were absolutely fine, but some of them had massive black stains on the carpets in the bedrooms, and the quality of the infrastructure of the beds wasn't that great."

Khan said the Airbnb cost £1,400 ($1,766) and had separate cleaning and service fees, which he said he was "slightly disheartened" to pay.

"Perhaps it was overpriced for the experience that we got," he said.

His experience was echoed by a colleague of his partner, who he said had booked the venue a few months prior.

"They had some great memories as well," but also faulted the "cleanliness and general upkeep," Khan said.

According to Ravaux, the two-bedroom guest house also needs renovation after a falling tree damaged it a few years back.

Khan said he noticed it when he arrived on the property for his birthday. The roof was caved into the point where he didn't know what the purpose of the building was as he said it wasn't mentioned in the Airbnb listing.

On the bright side, the dilapidated structure "went with the theme of the murder mystery," Khan said.

"When Queen Elizabeth was alive, she was doing a national tour of the country, and she planted a commemorative tree on the grounds," Ravaux said.

Ravoux's agency deals with several private island sales in the area, but he said Magna Carta Island is unique as "very few of them have just one house."

History is one of its major draws and Ravoux can see it becoming a boutique hotel.

"Even if you take the heritage out, it's just a beautiful old building on this entire private island surrounded by water with these incredible views," he said.

But to be worth the price tag it had before being pulled from the market, Khan said it would benefit from some TLC.

"It's a beautiful venue, just slightly neglected," he said.

Kate joined the royal family for their annual walk from Sandringham in Norfolk, England, to attend a church service on Christmas Day.

The Princess of Wales walked with her children and husband to the Church of St. Mary Magdalene in one of her signature coatdresses, much like she did in years past.

Kensington Palace said in its statement that Kate would remain in the hospital, The London Clinic, for up to two weeks following the procedure.

"Her Royal Highness The Princess of Wales was admitted to hospital yesterday for planned abdominal surgery," the statement read. "The surgery was successful, and it is expected that she will remain in hospital for ten to fourteen days, before returning home to continue her recovery. Based on the current medical advice, she is unlikely to return to public duties until after Easter."

Kensington Palace provided no additional information about what procedure Kate underwent, though the palace told the Associated Press the princess didn't have cancer.

The statement also said Kate hoped "her personal medical information remains private" to help provide her children with "normality."

"Kensington Palace will, therefore, only provide updates on Her Royal Highness' progress when there is significant new information to share," the statement went on to say.

Prince William was photographed visiting Kate at the hospital the following day.

"The Princess of Wales has returned home to Windsor to continue her recovery from surgery," the statement shared on Instagram said. "She is making good progress."

William and Kate went on to thank the staff at The London Clinic in the statement, as well as those who sent them well wishes.

The same day, Buckingham Palace announced King Charles was returning home after having a procedure for a benign prostate enlargement.

Buckingham Palace said in a statement that "a separate issue of concern was noted" during the king's prostate procedure, and additional testing disclosed he had cancer. The palace didn't disclose what form of cancer he was diagnosed with, though they said it wasn't prostate cancer.

The statement also said that the king "commenced a schedule of regular treatments" and that although he would still be working from home, he would "postpone public-facing duties" per medical advice.

The palace didn't specify how long the king would forgo public-facing work at the time.

"His Majesty has chosen to share his diagnosis to prevent speculation and in the hope it may assist public understanding for all those around the world who are affected by cancer," the statement also said.

William paused his royal engagements amid Kate's surgery and recovery, returning to work on February 7, 2024, for an investiture ceremony at Windsor Castle.

The same day, he attended a gala raising money for the London Air Ambulance, and he thanked the public for their messages of support for Kate, Town & Country reported.

"I'd like to take this opportunity to say thank you, also, for the kind messages of support for Catherine and for my father, especially in recent days," he said, adding that "it means a great deal to us all."

He has attended a handful of public events since. The public was predicted to look to William in Charles and Kate's absences, as he represents the monarchy's future as heir to the throne.

"It's an opportunity for him to communicate on behalf of the royal family," Eric Schiffer, the chairman of Reputation Management Consultants, said.

In addition, the public generally responds more favorably to younger royals. Without Kate, Prince Harry, and Meghan Markle, William's youth could be a boon for the monarchy, as Kristen Meizner, a royal watcher, told BI.

"They are most focused on the royals when they are of courtship age, getting married, having babies, that kind of thing," she said. "They're not necessarily considered as dazzling or as exciting to the public when they're 60 or 70 or whatnot."

On February 9, 2024, the Daily Mail reported that Kate had joined her family at their home in Sandringham, Anmer Hall, for her children's half-term holiday.

The outlet also reported that her recovery was going well at the time.

Kate wasn't photographed during her trip from Windsor to Sandringham.

Although he wasn't taking on public-facing duties, King Charles was still photographed a few times following his cancer diagnosis and the beginning of his treatment.

On February 11, 2024, he and Queen Camilla were spotted going to church in Sandringham, and he was photographed meeting with then-Prime Minister Rishi Sunak on February 21 at Buckingham Palace.

On the other hand, Kate remained absent, as Kensington Palace released no photos or videos of her.

Typically, William and Kate have released statements as a pair since they got married.

But on February 20, 2024, Kensington Palace released a statement on only William's behalf regarding the conflict in Gaza, in which he said he remained "deeply concerned about the human cost of the conflict in the Middle East since the Hamas terrorist attack on 7 October."

"I, like so many others, want to see an end to the fighting as soon as possible," the statement said. "There is a desperate need for increased humanitarian support to Gaza."

William also said he continued "to cling to the hope that a brighter future can be found, and I refuse to give up on that."

In addition to speaking for only William, the statement had a "W" seal at the top rather than the crown featured on messages from the Prince and Princess of Wales as a unit.

On February 27, 2024, members of the royal family attended a service of thanksgiving for King Constantine of Greece, King Charles' second cousin and close companion. He was one of William's godfathers.

William was set to attend the event alongside Queen Camilla and other family members but missed the service because of a personal matter, Kensington Palace told Business Insider.

A palace representative also told BI that Kate was doing well, but they didn't elaborate on what caused William to miss the event.

Following his absence, chatter about Kate's prolonged absence from the public eye erupted on social media, with users speculating about why she hadn't been seen in months. The princess was trending on X, and thousands posted about her on TikTok. "Kate Middleton" was also sixth on Google's list of trending search terms on February 27, highlighting how high public interest got in her absence.

On February 29, 2024, Prince William resumed public duty, visiting the Western Marble Arch Synagogue to learn about the Holocaust Educational Trust, as Kensington Palace shared on Instagram.

He sat down with a Holocaust survivor, Renee Salt. Rebecca English, a royal editor for the Daily Mail, reported on X that during the conversation, he spoke on behalf of himself and Kate.

"Both Catherine and I are extremely concerned about the rise in antisemitism," English quoted the prince as saying to Salt. "That's why I'm here today to reassure you all that people do care and people do listen, and we can't let that go."

Kensington Palace also reiterated that Kate was "doing well" in a statement sent to BI on February 29.

"We gave guidance two days ago that The Princess of Wales continues to be doing well," the statement said. "As we have been clear since our initial statement in January, we shall not be providing a running commentary or providing daily updates."

On March 4, 2024, a sunglasses-clad Princess of Wales was seen riding in a car with her mother, Carole Middleton, in photos obtained by Backgrid and shared by TMZ.

According to TMZ, the pair were driving near Windsor Castle when they were photographed, and no other royals or security appeared to accompany them on the drive.

The sighting came as Queen Camilla announced she was taking a break from filling in for her husband at royal engagements until March 11.

On March 5, 2024, outlets like BBC News reported that Kate's name was included on tickets released online to The Colonel's Review, an event the British army hosts amid Trooping the Colour, on June 8. Kate was named the Colonel of The Irish Guards in December 2022, and the Colonel typically participates in the Review.

Many took her inclusion on the tickets as a sign she was on track to return to work in the summer. But then, the army quickly removed all references to Kate after the tickets were released because Kensington Palace had not confirmed she would attend.

A source close to the situation told Business Insider's Mikhaila Friel the army didn't get approval from Kensington Palace to include references to the princess in the tickets, leading to the confusion.

The palace didn't respond to a request for comment from BI on the matter.

March 10, 2024, was Mother's Day in the UK, and to commemorate the occasion, Kensington Palace released the first official portrait of Kate since Christmas.

In the photo, Kate sits in a chair surrounded by her children, who are all giggling. According to the caption they shared on social media alongside the image, William took the picture of his family in 2024, and the photo appeared to come directly from Kate, as she signed the caption, "C," which stands for Catherine.

"Thank you for your kind wishes and continued support over the last two months," she wrote. "Wishing everyone a Happy Mother's Day."

But shortly after it was released, people began to speculate the photo had been edited. Photo editor Patrick Witty told BI's Shubhangi Goel it was "astonishing" the palace released the photo at all because of issues in the image, pointing to areas where the picture is blurred and things that seemed to be added to the shot during the editing process, like a zipper on Kate's jacket.

On March 10, 2024, Reuters, the Associated Press, and the French organization Agence France-Presse sent kill notices for the picture, which means it is no longer available for distribution through their platforms.

Reuters said it removed the picture after a "post-publication review," while the AP said explicitly in its kill notice that it wouldn't distribute the photo because "it appears the source has manipulated the image. No replacement photo will be sent."

Kensington Palace has been accused of editing photos of the royals before, as was the case with the Waleses' 2023 Christmas card, but the photo released on March 10 was the first to be killed by photo agencies.

The palace did not respond to a request for comment on the editing controversy.

On March 11, 2024, Kate released a statement on social media addressing the controversy surrounding the photo, seemingly taking responsibility for the manipulated image.

"Like many amateur photographers, I do occasionally experiment with editing," she wrote on X. "I wanted to express my apologies for any confusion the family photograph we shared yesterday caused. I hope everyone celebrating had a very happy Mother's Day. C."

Notably, Kate signed the statement alone. Kensington Palace typically speaks on behalf of the couple as a unit, and the royals said in their initial post that William took the shot.

The statement didn't appear to convince royal watchers online. Kate was trending on X, and the edited image had been viewed over 72 million times on the platform.

A few hours after the princess posted on X, the Daily Mail released a photo of William and what appeared to be Kate in a car together leaving Windsor Castle.

In the shot, Kate is looking out of the window, so only her profile is visible. According to the outlet, Kate was going to "a private appointment," and William was en route to a Commonwealth Day service at Westminster Abbey.

William was photographed alongside Queen Camilla at the Commonwealth Day service after the photo of him and Kate was published.

On March 17, 2024, The Sun reported that William and Kate were spotted shopping at a "farm shop" near Adelaide Cottage, their home on the grounds of Windsor Castle. But The Sun's coverage didn't include any images of the prince and princess.

Then, on March 18, TMZ and The Sun released a video of what appeared to be William and Kate walking through the market, holding shopping bags.

The video was grainy, and Kensington Palace did not respond to a request for comment from Business Insider on the matter.

On March 22, 2024, Kensington Palace uploaded a video of Kate speaking directly to a camera on its social media.

In the video, Kate said that her abdominal surgery in January was successful, but "tests after the operation found cancer had been present."

Her medical team recommended she "undergo a course of preventative chemotherapy" after reviewing the tests, as Kate said in the video. She began treatment in late February, according to a press release shared with BI.

The princess said that the diagnosis was a "shock" and that she and William "have been doing everything we can to process and manage this privately for the sake of our young family," adding that determining how to share the news with their children was difficult.

"As I have said to them, I am well and getting stronger every day by focusing on the things that will help me heal in my mind, body, and spirits," Kate said.

In the press release shared with BI, Kensington Palace said it would not be revealing what kind of cancer Kate had, nor what stage her cancer was.

The release also said Kate would return to work "when she is cleared to do so by her medical team."

In the video, Kate reiterated Kensington Palace's previous requests for privacy.

"We hope that you will understand that, as a family, we now need some time, space, and privacy while I complete my treatment," she said.

To celebrate their 13th anniversary, Kate and William shared a never-before-seen photo from their wedding on Instagram on April 28, 2024.

The caption on the post was simple, reading, "13 years ago today!"

Kensington Palace had not released any official updates, but on May 10, 2024, William said Kate was "doing well" when asked about her health in a video recorded by Sky News.

Kate became Colonel of the Irish Guards in 2022, inheriting the title from Prince William. As the Colonel, she's meant to oversee the Colonel's Review, a rehearsal for Trooping the Colour, the king's official birthday celebration. However, Kate was unable to attend this year.

The Irish Guards shared a letter from Kate on X, in which she apologized for missing the rehearsal, on June 8, 2024.

"Being your Colonel remains a great honour, and I am very sorry that I am unable to take the salute at this year's Colonel's Review," she wrote. "Please pass my whole apologies to the Regiment, however I do hope that I am able to represent you all once again very soon."

On June 14, 2024, Kate announced in a post on Kensington Palace's official social-media accounts that she would attend Trooping the Colour. The event, which took place on June 15, marked Kate's first official appearance of the year and her first since publicly sharing her cancer diagnosis.

In the post, accompanied by a photograph of Kate taken at her home in Windsor, the princess wrote that she was making "good progress" with her chemotherapy treatment, adding that there were "good days and bad days."

"On those bad days you feel weak, tired and you have to give in to your body resting. But on the good days, when you feel stronger, you want to make the most of feeling well," she wrote.

Kate added that her treatment was ongoing but that she was starting to do "a little work from home" and hoped to be able to join other "public engagements over the summer."

"I am learning how to be patient, especially with uncertainty," she added. "Taking each day as it comes, listening to my body, and allowing myself to take this much needed time to heal."

"I'm looking forward to attending The King's Birthday Parade this weekend with my family," she wrote, adding that she is grateful for the public's "continued understanding" and support.

It was announced that King Charles would also attend his official birthday celebration, though he would ride in a carriage instead of on horseback.

During the parade, Kate rode in a carriage with George, Charlotte, and Louis, smiling and waving to the crowd.

She later watched the RAF flyover from Buckingham Palace's balcony alongside William, her children, and other senior members of the royal family, including King Charles.

William and Kate shared photos from Trooping the Colour on their official social-media accounts.

"A memorable day at The King's Birthday Parade," the caption of their post read. "From the Irish Guards Trooping their colour to seeing so many faces on the Mall, thank you for making it a day to remember."

About a month after Trooping the Colour, Kate took another step toward returning to her royal work by attending the Wimbledon Championships men's singles final.

Kate brought her daughter Charlotte, and the pair were photographed watching the match together. She also presented the winner, Carlos Alcaraz, with his trophy.

She said it was "great to be back at Wimbledon" in an Instagram post about the event.

Kate took to Instagram on September 9 to announce she was finished with chemotherapy in a video filmed by Will Warr.

The video showed clips of the Prince and Princess of Wales with their children and Kate's parents.

"As the summer comes to an end, I cannot tell you what a relief it is to have finally completed my chemotherapy treatment," Kate said in a voiceover that played in the video. "The last nine months have been incredibly tough for us as a family. Life as you know it can change in an instant and we have had to find a way to navigate the stormy waters and road unknown."

The Princess of Wales also shared a bit about her experience with cancer in her statement.

"The cancer journey is complex, scary and unpredictable for everyone, especially those closest to you," she said. "With humility, it also brings you face to face with your own vulnerabilities in a way you have never considered before, and with that, a new perspective on everything."

"This time has above all reminded William and me to reflect and be grateful for the simple yet important things in life, which so many of us often take for granted. Of simply loving and being loved," she added.

Although the princess said she was "looking forward to being back at work and undertaking a few more public engagements in the coming months when I can," she made clear that her health was still her priority.

"Doing what I can to stay cancer free is now my focus," she said. "Although I have finished chemotherapy, my path to healing and full recovery is long and I must continue to take each day as it comes."

On Tuesday, Kate visited The Royal Marsden Hospital in Chelsea, where she received her chemotherapy treatments.

She connected with staff and patients during her visit, and in the caption of an Instagram post she shared after the engagement, Kate said she was in remission.

"It is a relief to now be in remission and I remain focussed on recovery," she said. "As anyone who has experienced a cancer diagnosis will know, it takes time to adjust to a new normal. I am however looking forward to a fulfilling year ahead. There is much to look forward to. Thank you to everyone for your continued support."

In the post, Kate also thanked the staff who took care of her.

"I wanted to take the opportunity to say thank you to The Royal Marsden for looking after me so well during the past year," she said. "My heartfelt thanks goes to all those who have quietly walked alongside William and me as we have navigated everything."

"We couldn't have asked for more," Kate said. "The care and advice we have received throughout my time as a patient has been exceptional."

William and Kate have become joint patrons of the hospital, and the Princess of Wales said in her post that she hoped to use her position to support "groundbreaking research and clinical excellence" and promote "patient and family well-being."

Earlier this year, tech investor Marc Andreessen and his wife Laura Arrillaga-Andreessen listed their $33 million Bay Area mansion.

Touted as ideal for hosts of events and parties, the five-bedroom, four-bathroom home has seven fireplaces, two separate kitchens ready for catering, and custom built-ins throughout to display art. It is located in Atherton, California, near Palo Alto and Stanford, and across the street from the Menlo Circus Club, an exclusive social club.

The Andreessens may not be leaving California altogether, however. The couple has purchased over $250 million worth of real estate in Malibu, according to the Wall Street Journal.

Of the three homes they have acquired over two years in the coastal enclave northeast of LA, the most expensive is a $177 million, seven-acre estate in Malibu's Paradise Cove neighborhood. Known for its picturesque shores that locals fiercely guard, Paradise Cove was once dubbed "the most unfriendly-to-the-public public beach in Southern California," according to San Francisco publication SFGate.

Andreessen's net worth as of January is $1.9 billion, according to Forbes.

Tech billionaire Darwin Deason has put his oceanfront estate in La Jolla, California, nicknamed the Sand Castle, on the market for an impressive $108 million.

Deason, who sold his IT and business process outsourcing company Affiliated Computer Services to Xerox for $6.4 billion in 2009, initially spent about $26 million on the house and an adjacent parcel of land, according to the Wall Street Journal.

Over about six years, Deason poured an additional $60 million into transforming the property into a breathtaking 13,000-square-foot mansion, drawing inspiration from Versailles and the Hotel du Cap-Eden-Roc, a five-star retreat for celebrities in the South of France.

The estate includes a seven-bedroom main house and a three-bedroom guest house, with 14 full bathrooms and three half-bathrooms. It also features a pool, two cabanas, a fitness center, and an elevated, private beach with sand Deason imported from the Augusta, Georgia, golf course where the famed Masters tournament is played.

If the property sells even near its listing price, it will more than double the San Diego County record of $44.1 million set by billionaire Egon Durban in 2023.

Deason is worth $1.3 billion as of January, according to Forbes.

Dell Technologies Chairman and CEO Michael Dell is no stranger to eye-popping real estate.

In 2015, he was the buyer of what was then the most expensive home ever sold in New York City, a $100 million penthouse overlooking Central Park on West 57th Street, aka Billionaires' Row. He raised his kids in a sprawling 33,000-square-foot Austin compound dubbed "The Castle" that featured both indoor and outdoor pools.

As of January, Dell's net worth was $119.6 billion, according to Forbes.

Now Dell is looking to unload two Boston properties he bought in 2020.

The first is a penthouse in Boston's tallest residential tower, One Dalton, which is one of the Four Seasons' private residences. The ultra-luxe home comes complete with 24-hour white-glove concierge service and a 570-square-foot private balcony. Originally listed at $34 million, the price has been reduced to $31 million as of October.

Dell's second Boston property for sale is a $9.45 million penthouse on the 54th floor of Boston's Millennium Tower, located just steps from the iconic Boston Commons park. This property features floor-to-ceiling windows with panoramic views of the city and the Charles River.

Ken Griffin, who founded Citadel, a hedge fund that manages $92.46 billion in total assets as of September 2023, is offloading a few condos in Chicago.

Griffin famously relocated his managing firm to Florida in 2022. He also set himself up pretty nicely by spending about $169 million on properties in one neighborhood between 2020 and 2023. He also bought two bay front houses in Coconut Grove in 2022.

He's seemingly all in on Florida, but still has some loose ends to clean up in the Midwest.

Griffin bought a Chicago penthouse and three other units for $59 million in 2017 in what is still the city's biggest real-estate deal.

Records show he bought the top two floors, totaling about 15,000 square feet, for $34 million. The units are the top two floors of the No. 9 Walton building and are unfinished. Griffin has never lived in them.

In November, he sold those units for $19 million, taking a 44% loss on the sale. He's not quite yet done as the other two units he owns are still for sale.

According to Forbes, Griffin's net worth is $45.9 billion as of January.

The owner of the Golden State Warriors basketball team, Joe Lacob, once claimed to be one of the best blackjack players in the world, winning $1 million in one sitting at least nine times.

Lacob must be hoping his luck hasn't run out as he tries to sell his Malibu mansion for $44 million.

The home on Carbon Beach has five bedrooms across about 5,500 square feet. It allows for indoor-outdoor living, with open balconies throughout to enjoy California's balmy climate.

It also has Hollywood-glam touches like a waterfall wall, a movie theater, and a glass-enclosed gym.

The third level is a prime entertaining space, complete with a barbecue island, a fire pit, a lounge area, and a hot tub.

Lacob does have a history of good bets. In 2010, he and other investors purchased the Golden State Warriors for $450 million. In July, the New York Post estimated the franchise's value to be $5.4 billion.

Lacob, a former venture capital investor, is worth $2.1 billion as of January, according to Forbes.

Tony Pritzker, chairman and CEO of Pritzker Private Capital, built one of the country's largest and most luxurious homes.

Pritzker and his former wife Jeanne spent six years constructing a 50,000-square-foot megamansion in the hills of Beverly Crest, an upscale neighborhood in Los Angeles' Westside.

After their contentious divorce earlier this year, the home landed on the market in October for a staggering $195 million.

The estate has 16 bedrooms and 27 bathrooms over six acres. Amenities include a tennis court, a basketball court, a cliffside pool, a detached guest house, a bowling alley, and a private movie theater. The house's perch also offers stunning 180-degree views of the Los Angeles skyline.

The Wall Street Journal reported that if the Pritzker estate sells for its asking price of $195 million, it will set a record for the most expensive home sold in Los Angeles. This record is currently held by Jeff Bezos, who spent $165 million on the Warner Estate, located 1.4 miles away, in 2020.

According to Forbes, Pritzker, an heir to the Hyatt Hotels fortune, has a net worth of $4.1 billion as of January.

City: New York City and Tel Aviv

Year founded: 2019

Total funding: $64.31 million

What it does: Agora is a financial software firm that helps real-estate investors process payments, keep track of tax records, raise money, and generally organize data.

Why it's hot: The firm, which raised a $34 million Series B round in May, said it helps landlords and developers with much-needed modernization.

"Real estate is the largest asset class in the world. However, the market still relies on legacy software providers, inefficient workflows, outdated, fragmented systems, and manual, tedious work," Asaf Raz, Agora's head of marketing, told Business Insider.

"Investors expect a digital-first experience — they're tech-savvy and need access to information quickly. Firms can't work without it, and clients need a platform like Agora more than ever," Raz said.

A challenge it faces: Real-estate investors are still grappling with relatively high interest rates, which makes it harder to borrow money and scale up, and the relatively high price of materials, which makes it tougher to renovate or upgrade properties. Those market forces could make customers more reluctant to spend money on new software.

Agora CEO Bar Mor told business news site Pulse 2.0 earlier this month, however, that Agora might still appeal to customers because its suite of products could help them "enhance efficiency and save costs."

City: New York

Year founded: 2021

Total funding: $5.1 million

What it does: Arcol is a web browser-based design tool predominantly used by architects to create and collaborate on 3D models of buildings and explore their feasibility.

Why it's hot: Architects — Arcol's target audience — have traditionally relied on software design tools like AutoCAD and Revit, which require paid licenses and aren't as collaborative. Arcol has set out to solve that issue with a browser-based format easily shared and edited by anyone involved in a building project.

"These people are core to our society; they're literally building the built world, yet they hate using their tools," said Paul O'Carroll, the son of an architect and founder of Arcol. "The design tool we use to design buildings, we want to rethink for the browser to be collaborative and to be performant."

So far, demand is high. Arcol, run by a team of six, has a waitlist of over 18,000 users, O'Carroll said.

A challenge it faces: There are several other startups in the BIM, or Business Information Modeling, space. Competing with established players like Revit could take a lot of time and money, according to AEC Magazine. (AEC stands for architecture, engineering, and construction.)

Also, Arcol is currently only useful to architects during the conceptual modeling phase, and the company hopes to expand the tool to help with other stages of construction.

City: New York City

Year founded: 2018

Total funding: $11.76 million

What it does: Branch Furniture sells office products, like chairs and desks, to businesses and directly to consumers.

Why it's hot: The company's first iteration sold office furniture the old way: B2B, catering to employers outfitting a huge space who would often purchase items in bulk. After the pandemic changed how (and how often) workers occupied offices, Branch pivoted to sell to regular people — wherever they work.

"We launched our D2C business to cater to the future of work, which was definitively hybrid, both during COVID and after — and that's where we sit today," Sib Mahapatra, cofounder of Branch Furniture, told Business Insider.

Branch's ergonomic chair is a bestseller with a 4.6 rating out of five with over 6,000 reviews — it's rated among the best in its category by Business Insider, Architectural Digest, and Wired for its adjustability and sleek design.

In addition to desk chairs — in colors that range from a standard black to salmon-y orange hue called "poppy," the company also sells desks and lamps to outfit a home office. Its inventory includes meeting tables and even phone booths ($6,395) for more commercial office spaces.

A challenge it faces: Branch's products are physical, so it's been plagued by supply-chain delays. Branch is also up against competitors in the good-looking-furniture-that-is-also-comfortable arena, including Herman Miller and Steelcase — though Branch's offerings are often cheaper.

The company is also gaining ground regarding velocity, or the speed at which new products are developed and released.

"We're learning a lot about the pace of iteration in our product category," Mahapatra said. "It's definitely not software, but the benefit is that you get more time to really get things right and to iterate with purpose, and you end up being a little bit more deliberate about how you iterate the product — it just takes longer."

City: Oakland, California

Year founded: 2022

Total funding: $6.67 million

What it does: BuildCasa helps California homeowners subdivide their lots — thanks to new state laws — and then connects them with local builders who pay the homeowners for a portion of their land and then build new housing on it.

Why it's hot: The national housing crisis is particularly acute in California, which recently passed a series of laws to encourage more building. While others look to transform construction to make cheaper housing, BuildCasa uses technology instead to find more buildable lots in desirable locations like San Francisco and San Jose.

Most massive home-building companies focus on large, master-planned communities, often far from city centers. BuildCasa's vision, said its founders Ben Bear, CEO, and Paul Stiedl, CPO, is to become a large homebuilder focused instead on finding land in already desirable cities and suburbs.

The company works with homeowners to subdivide their land, creating a new, buildable lot. Those lots can then be sold to a local real-estate developer to build on, or BuildCasa can work in partnership with a local builder to erect and then sell a completed home.

A challenge it faces: New laws have simplified the process of subdividing lots, but building in infill areas still requires technical expertise and good relationships with local officials. Building on these smaller lots may be becoming easier, but it still isn't easy.

City: Pittsburgh, Pennsylvania

Year founded: 2018

Total funding: $14.68 million

What it does: Conservation Labs developed a smart water sensor that can identify leaks and wasteful water use. The H2know sensor uses machine learning to decode sounds in water pipes and translate them into insights for commercial property owners, including restaurants and hotels.

Why it's hot: The startup is at the intersection of two buzzy topics: AI and sustainability. H2know trains on thousands of hours of water pipe acoustics so that, over time, it becomes more accurate in detecting leaks and inefficient water use in buildings. Customers use that information to fix problems and conserve water, saving them money on utility bills while lowering their overall carbon footprint. Some 20% of home energy use goes to heating water.

"There's a very strong relationship between net-zero carbon emissions and water consumption," said Mark Kovscek, founder and CEO of Conservation Labs.

He added that H2know has detected leaky toilets in nearly every building in which it's installed. Some large properties are wasting 1 million gallons of water a year, he said.

A challenge it faces: H2know starts at $129, and it could be hard to convince cash-strapped commercial real estate owners to spend money to install sensors when the office market is struggling in many parts of the US.

Kovscek said the goal is to scale up to 100,000 sensors installed as soon as possible, or five times what Conservation Labs is currently on track to sell this year. To support that growth, the company needs to hire some of the "best and brightest" data scientists and engineers to further develop the machine-learning platform that underpins H2know, Kovscek said.

City: New York

Year founded: 2019

Total funding: Almost $380 million

What it does: Large general contractors use Constrafor's software to onboard and pay their subcontractors on time — sometimes before the contractors themselves get paid by the clients. Contractors can also use the software to help purchase the supplies and services needed to complete a construction project on time and within budget.

Why it's hot: There's the money raised. In November, Constrafor announced that it raised $14 million in Series A funding as well as a $250 million credit facility.

The issues the firm is trying to address are also key. Construction is booming across the US, thanks in part to President Joe Biden's $1.2 trillion infrastructure bill. The rise of AI is also leading to a corresponding increase in the construction of data centers.

The actual process of construction, however, can often be long and complicated. That's why Constrafor's role as a one-stop shop appeals to large general contractors.

"So far, everyone has been focused on just building a very, very small point solution," said Anwar Ghauche, Constrafor's founder. "We're combining multiple different workflows, multiple different departments, all on the same platform."

The main challenges it faces: Next up: Constrafor must try to convince subcontractors to subscribe and pay for its software, too.

Gauch added that Constrafor's contractor clients can face cash-flow crunches. Those can lead to delays on important projects.

After Hurricanes Helene and Milton severely damaged parts of Florida, North Carolina, and other parts of the Southeast, Constrafor launched a disaster relief effort that would allow local contractors who are part of rebuilding efforts "to overcome delays, purchase materials, and ensure timely payment for their teams."

City: New York

Year founded: 2022

Total funding: $13.95 million

What it does: Ease Capital helps private equity firms and large investors lend to smaller apartment landlords. It uses data and technology that allow the biggest players to lend $5 million to $50 million in deals that would typically be too small for them.

Why it's hot: Sophisticated private lenders usually focus on the largest apartment complexes, meaning that most apartment-building owners have to turn to banks and agencies to borrow money to purchase or refinance properties. However, current high rates have dramatically slowed bank and agency lending and the large private lenders usually won't lend for small—and medium-sized projects.

Ease uses data and technology to make it easier and more efficient for these large lenders to lend on smaller deals when the need is the highest. In 2023, the company announced a $450 million partnership with major real estate owner and asset manager Taconic Capital Partners, and has already announced multiple successfully originated loans.

CEO Charlie Oshamn told Business Insider earlier this year that the company is often seeing up to $1 billion in loan requests a month. Unlike other firms, which provide an estimated rate upfront that could potentially change over months of negotiation, Ease Capital sticks to its initial offering, eliminating the guessing game for potential clients.

A challenge it faces: Though the founding team has successfully launched other major proptech businesses, like flexible office and event space provider Convene and real-estate data firm Reonomy, it still needs to prove itself as a lender.

City: Colombia and Mexico

Year founded: 2019

Total funding: $564 million

What it does: Habi has built Latin America's largest proprietary database and utilizes AI-based pricing algorithms to facilitate transactions and financing for homebuyers and sellers. Habi also buys and sells homes, offers mortgages, and posts and publicizes listings of properties for sale.

Why it's hot: The company operates in Colombia and Mexico without centralized MLS. MLS, or multiple listing services, are databases designed to help real estate brokers identify available homes for sale. These systems are abundant in the US, whereas they are scarce in Latin America. Without an MLS, it means homebuyers and sellers in Colombia and Mexico have difficulty knowing which properties are available for sale, their prices, and their listing and pricing history.

By gathering and sharing information on more than 20 million homes, Habi has addressed a critical need in these countries' real estate sector, establishing itself as an authority on housing in the region.

"We've become a household name for low and middle-income sellers and consumers and brokers in Mexico and Colombia," Brynne McNulty Rojas, CEO and cofounder of Habi, told Business Insider.

A challenge it faces: A combination of factors, including shifting economic and political conditions, has stalled the growth of Latin America's real-estate market. To achieve the same level of ubiquity as Zillow in the US, Habi must get real-estate brokers and sellers to list their properties on its platform and entice buyers to use it.

City: Lafayette, California

Year founded: 2021

Total funding: $21.35 million

What it does: Founder Vishwas Prabhakara envisions Honey Homes as a "primary care physician for your home." For a monthly fee, a dedicated handyman will come once or twice a month to knock off "lightweight" home improvement projects like fixing a leaky faucet, installing a new ceiling fan, or repainting a room.

Why it's hot: With a cooling housing market, Prabhakara believes many homeowners are staying in their homes longer and interested in investing resources in — and enjoying — the property they currently have.

The main challenge it faces: Homeowners who already hire their preferred handymen may not be willing to pay for a service that sends new people, and bigger projects might require more specialized repair professionals. Then there's the cost and current smaller scale of the company: Subscriptions start from $295 a month, or $3,940 a year, according to the company website. The service is only available in parts of San Francisco and the Bay Area, Los Angeles, Orange County, and Dallas, according to the site.

City: San Francisco

Year founded: 2021

Total funding: $25 million

What it does: Impulse Labs made a battery-powered induction cooktop that, unlike most of its competitors, which may require an electrical upgrade, can plug into a standard 120-volt outlet. The cooktop can boil water at lightning speeds, and sensors hold heat levels steady even at high temperatures.

Why it's hot: Impulse Labs founder Sam D'Amico said the cooktop offers a better cooking experience than gas burners while promoting more climate-friendly homes. Cooking with gas emits pollutants like methane, benzene, and carbon monoxide, which harm our health and the planet. But it can cost thousands of dollars to rewire a home for an electric induction stove. Impulse Labs' induction cooktop avoids those pollutants and the cost of home retrofits.

The battery in Impulse Labs' stove also stores enough power to make three meals if the power goes out, D'Amico said.

"One of the cheapest ways to deploy battery storage is in the appliances we have to buy anyways," he added.

The main challenge it faces: The cooktop costs $5,999. The price is high, D'Amico said, but similar to other premium appliances. The price is lower if buyers qualify for tax breaks and rebates from federal and state governments, as well as some utilities. It's also only a cooktop — not a full stove — but D'Amico said the company eventually wants to sell a suite of appliances that can be a whole-home battery solution. Impulse Labs is accepting pre-orders, with plans to ship in the first quarter of 2025, according to its website.

City: New York City

Year founded: 2020

Total funding: $43 million

What it does: Keyway uses machine learning and AI to aid institutional investors in sourcing, underwriting, and managing portfolios of properties.

Why it's hot: Companies that use AI have become commonplace today, but Keyway believes it is ahead of the pack in adopting and applying AI technology to real-estate investing.

"We were very early on in the AI game in 2020, and I think we've built a really strong backend of data with lots of APIs that allows us to integrate very segregated data very fast," CEO and cofounder Matias Recchia told Business Insider. "The fact that we built our system in a modular way also allows us to customize our product to a lot of our customers — so it's really not one solution fits all."

The main challenge it faces: New technology like Keyway can be hard to push on seasoned real-estate investors as they're used to using old-school methods like manually sourcing, underwriting, and managing portfolios.

"We're merging two cultures that are very different," Recchia said. "The real-estate industry requires a lot of proof to show them that data can really help them make better decisions. So there's a little bit of a culture shift that we're bringing to real estate as we sell them these tools and we partner with them."

City: Brooklyn, New York

Year founded: 2023

Total funding: $8.82 million

What it does: Latii is a sourcing platform that uses AI-powered tools to help North American-based architects and contractors save up to 60% by connecting with Latin American, southern European, and northern African window and door fabricators.

Why it's hot: Architects often include custom windows and doors in their designs, but hiring contractors and craftspeople overseas can cost their property-owning clients thousands of dollars. The architects who work with Latii, however, can source materials faster and at lower costs, cofounder and CEO Santiago Bueno told Business Insider.

"We're able to produce either equal or higher quality products at a less expensive rate," Bueno said.

In October, Latti announced that it had raised $5 million in seed-round funding, which it will use to expand in the Pacific Northwest, Mountain states, and the New York tri-state area.

The main challenge it faces: When working with fabricators in Latin America, challenges can arise in managing certifications, enforcing warranties, and overcoming language barriers. The region's use of the metric system can also be difficult for North America-based architects to navigate.

City: Scottsdale, Arizona

Year founded: 2020

Total funding: $713.8 million

What it does: Lessen's software allows commercial and residential landlords to track maintenance needs, connect with service providers, and buy products.

Why it's hot: In August, Inc. magazine named Lessen the fastest-growing private software company in the US, citing its $1.1 billion valuation.

The valuation preceded a major acquisition in 2023: Lessen spent $950 million to buy property maintenance management firm SMS Assist in what the Commercial Observer called the largest proptech acquisition in history.

Lessen's software is widely used, handling 3 million work orders a year across 250,000 properties, according to Fifth Wall, an investor in the firm. Lessen also launched Lessen Advantage Marketplace, which allows its landlord customers to buy materials like glass, floors, and doors and find better insurance and loan rates.

The main challenge it faces: Like many real-estate firms, Lessen faces an overall slowdown in both the commercial and residential sectors, with mortgage rates remaining elevated. One big potential client base for Lessen is office building owners and property managers, but the office market right now is struggling, with vacancies around the US at record highs.

"We typically grow hand-in-hand with our clients, serving them in additional properties and markets as they expand. So, for example, interest rates can influence growth in some areas of our business," said Michael Tanner, senior vice president of marketing at Lessen.

A dearth of tradespeople is also a challenge for the company's platform that connects them to landlords, Tanner said.

Finally, the firm competes in a crowded market of competitors offering software for landlords, including Stessa, AppFolio, TenantCloud, and more.

City: Santa Monica

Year founded: 2017

Total funding raised by the company: $1.93 billion

What it does: Metropolis uses a computer vision platform powered by artificial intelligence to enable checkout-free payment at parking facilities. After registering their vehicles on the Metropolis app, customers can simply drive in and drive out without the hassle of paying with credit cards or ticket machines.

Why it's hot: Metropolis announced its acquisition of SP Plus, the largest parking network in North America, for $1.5 billion in October 2023 and closed the deal in May 2024. The move allowed Metropolis to rapidly scale its technology and reach 50 million customers across 4,000 locations.

"We've seen success and are continuing to scale and grow because Metropolis' checkout-free experiences give people the gift of time back, so they can spend it on the things that matter the most," cofounder and CEO Alex Israel told Business Insider.

The main challenge it faces: Israel said that most of the parking payments and transactions in the world are still analog.

"We envision a future where checkout-free payments travel with you, but scaling this technology across industries is complicated — it requires remarkable proprietary technology and boots on the ground," he said.

City: Boston

Year founded: 2020

Total funding: $13.17 million

What it does: PredictAP makes real estate invoice processing simple and easy. It uses AI to code invoices quickly.

"So the accounting rules can become very complicated in commercial real estate at big companies," said CEO and founder David Stifter, describing the journey of how an invoice is processed.

He said an invoice would come in first, and someone would need to determine which accounting rules to apply. Predict AP will be useful at this stage because the AI will understand and use the accounting rules correctly. Then, it will go through the rest of the accounts payable process, a department responsible for paying vendors for services or goods at the company. Then, someone will approve it and then pay for it.

Why it's hot: Predict AP serves every corner of the real estate sector. The company said its customers are publicly traded companies that own real estate, private companies that own and operate real estate, or customers who provide services for those big companies.

The company has been able to help AP specialists and property managers face difficulties entering invoices because it takes a lot of time and effort.

"We're able to help folks with that difficult task of coding invoices and it's particularly painful in real estate where there's a lot of complexity," said CEO and founder David Stifter. He added: "Nobody wants to be typing 15-digit invoice numbers; that's not fun."

Russell Franks, the president and cofounder of Predict AP, added to his comments and noted that Predict AP could process an invoice in 30 to 40 seconds faster than the normal processing time of five to 10 minutes.

The main challenge it faces: The company shared that it is hard to find funding in this tough economy, and it is not easy to grow and expand.

City: Boston

Year Founded: 2022

Total funding: $7.97 million

What it does: Propexo's unified API, or application programming interface, helps other real-estate tech companies quickly and easily integrate with property-management systems.

Why it's hot: Real-estate tech companies use APIs to integrate with data from external sources, like lead generation systems or rent roll systems.

However, existing APIs and the technology around them are outdated.

That means companies lose time and money that could be used to develop their product while trying to integrate with these APIs, said COO Ben Keller.

Propexo's unified API improves the developer experience by making the integration process simpler, faster, and cheaper. "We're really the first engineering infrastructure product in the proptech ecosystem," said Keller.

The main challenge it faces: It's not easy to convince property managers and owner-operators to change how they've been running their businesses for many years.

In August, the Department of Justice filed an antitrust lawsuit against RealPage, alleging that the property-management software company allows landlords to coordinate and unfairly keep rents high. This is causing some landlords to rethink how they handle and process information, according to trade publication Multifamily Dive.

City: Chicago

Year founded: 2020

Total funding: $4 million

What it does: Rent Butter has created an alternative tenant screening process that gives landlords a more comprehensive view of applicants' financial history.

Why it's hot: Landlords have historically relied on static credit reports and background checks when evaluating potential tenants. Doing so creates a barrier for applicants with financial difficulties early in their adult lives, as credit scores are a difficult metric to improve.

Rent Butter is trying to eliminate that barrier and change the narrative around who is a "good" candidate by providing landlords with additional information that can more accurately assess a person's financial reliability.

Their application connects to an applicant's bank account, credit history, and employment, criminal, and rent payment history to provide a detailed one-page report highlighting their financial behaviors and potential risks.

"Our whole approach is: How do we show who the person is today — not who they were seven or 10 years ago," cofounder and CTO Christopher Rankin told Business Insider.

The main challenge it faces: Rent Butter partners with landlords, rather than selling directly to consumers, which makes scaling a challenge. Most landlords already have a tenant-vetting process, so it could be hard to convince them to change to Rent Butter.

City: San Francisco

Year founded: 2021

Total funding: $22.27 million

What it does: Shepherd is a Managing General Underwriter (MGU) leveraging tech to make underwriting commercial construction insurance more efficient. It also wields data to create more informed risk selection and price recommendations, often leading to upfront and long-term savings for policyholders.

Why it's hot: Insurers partner with MGUs to provide clients with insurance, with the MGU underwriting policies for clients and selling to potential policyholders. Shepherd adapts the typical MGU model by cutting the underwriting process from weeks to hours and incorporating risk assessment tech into its platform, making it a one-stop shop for insurers and clients. By working faster and putting these services in one place, Shepherd can better serve construction companies and insurers while fostering more involved relationships.

The main challenges it faces: Both insurance brokers and potential clients have some healthy skepticism about a new model for commercial construction insurance, so it falls on Shepherd to earn their trust to gain their business.

City: Austin

Year founded: 2020

Total funding: $60.1 million

What it does: Steadily is a digital insurance company for real-estate investors that promises a "faster, better, and cheaper" underwriting experience.

Why it's hot: Steadily founder Darren Nix first encountered the outdated nature of insurance underwriting, trying to find quotes for his own rental property in Chicago.

Terrible customer service and shockingly high quotes stopped him in his tracks.

"It was like rolling back the clock to the mid-1990s," he told Business Insider. Focusing on selling insurance to real-estate investors has helped Steadily grow to about 140 employees across Austin and Kansas City, Missouri.

In November, Steadily announced it had started to actively write new business on its own insurance carrier. "Nothing says 'we believe in the product we've built' more strongly than underwriting risk as the carrier," Nix said in a statement.

The main challenge it faces: Steadily has started selling insurance to short-term-rental investors, which presents different challenges than underwriting more traditional, longer-term rentals.

The market represents significant growth — accounting for nearly 20% of Steadily's current business — but the pricing is tricker.

"The people coming in and out of those properties don't take care of them at the same level of responsibility," Nix explained. "One of the things that a host can do to demonstrate that they are a good insurance risk is to point to their Airbnb or VRBO history and show that they're a super host, they take great care of their property, they don't host ragers."

City: Medfield, Massachusetts

Year founded: 2020

Total funding: $20.35 million

What it does: Tour24 is an app that lets prospective tenants take self-guided apartment tours without a leasing agent present.

Why it's hot: In many cities, renting an apartment can be cutthroat, with open-house lines and bidding wars to nab a good unit at a reasonable price.

More than ever, people are deciding on places to live quickly — sometimes even committing before they've even seen the unit because they aren't able to schedule a walkthrough that jives with their working hours.

Tour24 allows users — who are ID- and credit card-verified — to tour apartments when leasing agents aren't available, such as on evenings and weekends.

"We are seeing that certainly millennials really prefer self-guided experience," Georgianna W. Oliver, the founder of Tour24, told Business Insider.

Oliver said many of their leasing-agency clients offer Tour24's self-guided tours as well as leasing agent-led tours and virtual tours — and have given feedback that the more options they give potential renters, the better.

"People have the options," she said. "And they really like having the options."

The main challenge it faces: Since the worst part of the COVID-19 pandemic, many individual leasing agencies have been offering some version of a self-guided tour on their own with their own video Tour24 also competes with other self-guided rental-tour apps like Rently and CareTaker.

Tour24 seems to be holding its own: The startup announced in October that it raised $5 million in a Series B round, noting that it had doubled in size in 2024 to reach 525,000 units across over 2,060 multifamily properties.

When it comes to luxury family vacations, Gen Z is increasingly calling the shots.

Inspired by social media and what they want to post on their Instagram and TikTok accounts on holiday, younger travelers are becoming more opinionated about the activities they want to do and the destinations they wish to visit.

Julia Carter, the founder of the luxury travel agency Craft Travel, told Business Insider that the phenomenon has become increasingly pervasive. Now, roughly 80% of family trips her company organizes are influenced by Gen Zers, who suggest destinations and activities based on what they've seen on social media.

"It's definitely the hotels that they're most interested in," Carter said. "You can go to London or Paris, but unless you get these money shots, as they say, how do you show that you really did it in style? The hotel is the proof."

Wellness tourism is growing, and it's getting a lot more specific, according to luxury travel network Virtuoso's 2025 trend report.

From genetic testing and menopause therapy to virility treatments and brain-boosting, luxury hospitality venues tapping into wellness tourism are popping up around the world, the report said.

Black Tomato has also seen demand increase for what it dubs "silent travel," whereby clients who predominantly live in big cities seek intentional, quiet resets away from the hustle and bustle.

These vacations can last as long as a month, aligning with the already popular slow travel movement, which has seen people crave longer and less rushed holidays.

Samy Ghachem, general manager of La Dolce Vita Orient Express, told BI that he calls the movement "slow cruising" and said it originated shortly post-COVID-19.

Since then, Ghachem said: "People have developed an appetite, an interest, a desire to slow down, to increase the quality of the experience, and to appreciate that experience more."

One of the quirkier trends set to pick up speed is a desire among travelers to challenge themselves in the wild.

As Scott Dunn, a luxury travel agency founded in the UK, reports in its "What's Hot for 2025" report, there's a growing interest in remote experiences with clients seeking "to step out of their comfort zone, and use travel as a medium for discovery, deep immersion and transformation."

Black Tomato offers a "Get Lost" service, where clients are challenged to find their way out of a remote destination while being monitored by a support team.

Travelers who book the service often don't know the terrain or what they will be required to do upon arrival, but that appears to be exactly the point.

Luxury all-inclusive trips also seem to be having a moment.

Travel agent Fora told BI it's seen a 324% increase year-over-year in bookings across top-booked all-inclusive brands in 2024. Scott Dunn also listed the luxury all-inclusive as a key travel trend for 2025.

While convenience and the feeling of luxury for decent value are big draws, all-inclusive resorts that offer more than relaxing by a beach are among the most popular options.

As Scott Dunn reports, clients are booking all-inclusive venues that "go beyond the typical 'fly and flop' beach hotel to encompass everything from safari camps and remote lodges, to cruise journeys and wellness retreats."

From flying to Texas for the best views of the solar eclipse this year to heading to Australia to catch a glimpse of the rare pink Lake Hillier or the Namib desert for the fairy circles, Black Tomato and Scott Dunn report seeing an uptick in clientele crafting itineraries around "once-in-a-lifetime" moments in nature.

The trend aligns with the "last chance tourism" trend that Will Bolsover, founder and CEO of Natural World Safaris, told BI is gaining momentum.

"We're seeing more of our clients booking trips and requesting experiences because they know they might not always be available," he said. "Sometimes these requests are related to specific iconic locations that are at threat of climate change, such as travelers wanting to see Mount Kilimanjaro while there's still snow at the peak and seeing Antarctica before the ice melts," he added.

Some wealthy travelers are booking escapes to destinations known for cooler summer temperatures, a switch from the traditional desire to head to the beach.

Scott Dunn, for example, reported a 26% increase in bookings for trips to Finland and Norway this summer, while Luggage Forward, a global door-to-door luggage delivery service, said it's seeing more of its clients head to cooler destinations.

"With most of our clients being US city dwellers, we are seeing a rise in their interest in more remote, colder countries," Luggage Forward's co-CEO Audrey Kohout said. "This kind of travel is more adventurous than your typical summer beach vacation, with outdoor winter activities like skiing being the focal point of many of these trips."

Sports like padel and pickleball are growing in popularity in the US, and the desire to keep playing on holiday is taking hold.

According to Virtuoso's 2025 travel report, luxury resorts are increasingly building "state-of-the-art" courts and facilities for racket sports to attract wealthy guests.

Dubbed the "racketeering trend," pioneers of the sports/luxury travel combo include the British billionaire Virgin Group founder Richard Branson, whose exclusive Necker Island retreat now houses courts for padel, pickleball, and tennis.