Brand USA Highlights Exclusive Luxury Experiences for Travellers Seeking Something Beyond the Ordinary

Brand USA is showcasing the growing range of luxury travel experiences across the United States, highlighting destinations and experiences that offer travellers greater privacy, personal access and opportunities to connect with American culture, landscapes and people.

Following its participation at IMM LUX North America in Las Vegas on 9 and 10 September and ahead of IMM LUX U.K. in London on 12 and 13 October, Brand USA is putting the spotlight on luxury experiences across the country, from wilderness retreats and private islands to renowned restaurants, cultural institutions and premium sporting events.

The organisation says luxury travel in the USA is increasingly about experiences that are difficult to replicate, including private access to museums, exclusive dining experiences, secluded retreats and privately guided journeys through national parks.

“Across the USA, luxury is increasingly defined not only by where travellers stay, but by the access, personalization and sense of place they experience along the way,” said Fred Dixon, president and CEO of Brand USA. “From authentic, only-in-the-USA moments to bespoke journeys tailored to individual passions, destinations coast to coast offer extraordinary opportunities to connect more deeply with our people, landscapes, and culture.”

For art and culture enthusiasts, options include private before or after-hours tours at the Museum of Modern Art in New York, where groups of up to 25 can explore the galleries with a professional art historian before or after regular opening hours. The Art Institute of Chicago also offers private tours covering works by artists including Seurat, Monet, Renoir, Picasso and van Gogh, alongside American works such as Grant Wood’s American Gothic and Edward Hopper’s Nighthawks.

In San Francisco, Alcatraz’s Behind the Scenes experience takes a limited number of visitors beyond the main cellhouse into tunnels, former workspaces and other areas not included on the standard route. Led by a National Park Service ranger, the experience extends into the evening.

Food focused travellers can explore intimate dining experiences such as Kira Omakase in New Orleans, where chef Yoshi Okai serves a 20-course menu for just six guests. In Miami Beach, chef Francis Mallmann’s Los Fuegos at Faena Miami Beach offers an open fire dining experience featuring meat, fish and seasonal produce.

Wine lovers visiting Napa Valley can arrange private experiences at estates including Quintessa and Donum Estate, while private chauffeured tours can also include Far Niente, Stag’s Leap and Domaine Carneros.

The USA’s major food festivals also offer premium experiences. Food & Wine Classic in Aspen features a limited Summit or Classical Invitational pass with access to private tastings, exclusive events and intimate dinners. Pebble Beach Food & Wine offers Gold and Diamond packages that include VIP events, after parties and intimate dinners with James Beard Award winners and Michelin recognised chefs.

For overnight stays, The Point in New York’s Adirondack Mountains offers an all-inclusive experience across just 11 accommodations, with the option to reserve the entire estate. The Ranch at Rock Creek in Montana combines a secluded 10 square mile setting with private cabins, glamping tents, outdoor activities and all-inclusive service.

Blackberry Farm in Tennessee spans 4,200 acres in the foothills of the Great Smoky Mountains, combining luxury accommodation with Southern hospitality, cuisine, wine and outdoor activities. On Hawaiʻi Island, Kona Village, A Rosewood Resort occupies 81 acres of volcanic coastline with 150 standalone hale, while Dorado Beach, a Ritz Carlton Reserve in Puerto Rico offers 50 beachfront acres, 100 ocean facing accommodations and personal butlers.

Travellers seeking island seclusion can also visit Lovango Resort + Beach Club in the U.S. Virgin Islands. Accessible only by boat, the private 40-acre island resort features accommodations ranging from glamping tents and treehouses to a three-bedroom private villa.

The American wilderness can be explored through privately guided experiences such as customised journeys across Utah’s Mighty Five national parks. In Arizona, Navajo owned Sacred Edge Tours offers private 4×4 trips around the Grand Canyon’s East Rim, combining scenic exploration with Navajo history and cultural insights.

In Maine, Casco Bay Custom Charters provides private trips aboard classic wooden vessels, with customised itineraries around the islands and lighthouses of Casco Bay. The operator also works with local chefs to incorporate food and drinks into the experience.

Luxury rail travel is another option, particularly as the USA approaches the 200th anniversary of American rail in 2027. Halloway Private Rail Cars, launched in January 2026, offers exclusive use of restored vintage railcars attached to regularly scheduled Amtrak services through the American West. The experience includes a private chef, housekeeping, laundry and nightly turndown.

Canyon Spirit offers two- and three-day luxury rail journeys between Denver, Moab and Salt Lake City, with Premier upgrades providing access to an exclusive lounge car, elevated dining, cocktails and an outdoor viewing area. In Alaska, Alaska Railroad’s GoldStar Service features glass dome railcars, outdoor viewing platforms, dining and onboard narration.

Sports fans can also access premium experiences at major American sporting events. At the Masters Golf Tournament in Augusta, limited VIP badges provide access to an exclusive facility with private garden areas, chef driven dining and dedicated concierge services.

At the Kentucky Derby in Louisville, premium hospitality venues including the Turf Club and Club SI offer fine dining, private wagering facilities, track views and concierge services. At the US Open in New York, luxury hospitality options at Arthur Ashe Stadium include dedicated suite levels and The Blue Room, with additional premium clubs planned through 2027.

For wellness travellers, Golden Door in Southern California offers personalised programmes across a 600-acre retreat, combining fitness, mindfulness, spa treatments, hiking and organic nutrition. Its Golden Flight programme with Latitude 33 Aviation adds private air travel to the experience.

The Ranch Hudson Valley, located about an hour from New York City, offers three-, four- or seven-night programmes combining hiking, strength training, restorative yoga, daily massage and plant focused cuisine across 26 private guest rooms.

Canyon Ranch Austin is scheduled to open on 15 October 2026 across more than 600 acres of Texas Hill Country overlooking Lake Travis. The property will combine whole person health, women’s wellness and clinical programming, building on Canyon Ranch’s existing Longevity8 programme in Tucson, which includes specialist consultations and diagnostics covering more than 200 biomarkers.

Through these experiences, Brand USA is positioning luxury travel in the United States around more than accommodation and traditional sightseeing, with a focus on personal access, distinctive settings and experiences that allow travellers to engage more closely with the country’s culture, food, nature and communities.