5W Public Relations, one of the largest independent PR firms in the United States, has just co-published a 50-page research report with Haute Jets — the on-demand private aviation brand of Haute Living — documenting the largest single-year international wealth migration on record. For PR professionals working in luxury, financial services, real estate, hospitality, private aviation, or any category that touches high-net-worth audiences, the report is required reading.
The headline number: 142,000 millionaires areprojected to relocate internationally in 2025. That figure, drawn from the Henley Private Wealth Migration Report 2025, is the highest on record. It is projected to reach 165,000 by 2026. And every one of those relocations is an audience moving with its wallet, its media consumption, its event calendar, and its professional-services relationships.
The full report — The Haute Jets Wealth MigrationReport — is available free with no registration at https://www.hautejets.com/the-haute-jets-wealth-report, and synthesizes data from Henley & Partners, Knight Frank, Bank of America, Campden Wealth, the Internal Revenue Service, Mordor Intelligence, ARGUS TRAQPak, and more than forty additional primary sources. Every claim is linked.
Why this matters for PR
The report’s implications for public relations strategy are direct and, for firms that have not been paying attention, uncomfortable. Most PR plans for luxury and adjacent categories were built onaudience assumptions that are no longer accurate. Those assumptions — that wealthy audiences live in London, New York, and San Francisco; that tier-one media for UHNW targeting runs through TheTimes, the Financial Times, and coastal US broadsheets; that event calendars should be weighted toward Cannes, Art Basel Switzerland, and Aspen — are increasingly wrong.
Consider what the report documents:
- The United Kingdom is projected to lose 16,500 millionaires in 2025 — the largest single-year millionaire exodus from any country on record. $91.8 billion in combined wealth departing. Henley applications from UK nationals are up 183% year-over-year.
- The United Arab Emirates leads global wealth attraction for the fourth consecutive year with +9,800 net inflow. Dubai’s millionaire population has grown 102% over the past decade.
- Florida captured $20.7 billion in net adjusted gross income through US interstate migrationin 2023 — nearly four times the gain of second-place Texas. Miami-Dade added 50% to its millionaire population over the past decade.
- Miami is now institutional. Citadel has relocated its global headquarters there and is building a $2.5 billion Norman Foster-designed tower on Brickell Bay. Thoma Bravo, Point72, Elliott Management, Apollo Global, Starwood Capital, Blackstone, and Banco Santander have all committed meaningful Miami operations. Miami Alts Week now draws 6,000+ attendees annually.
- A new demographic has emerged: 241,700 crypto millionaires globally, up 40% year-over-year. 94% are under 40. They relocate based ontax structure — favoring Dubai, Singapore, Switzerland, Portugal, and Puerto Rico — andthey fly private at rising rates.
- Global business jet departures hit a record 3.88 million in 2025, 34% above pre-pandemic levels. Private aviation route corridors — New York–Miami, London–Dubai, Miami–São Paulo — map almost perfectly onto the wealth migration data.
The PR strategic implication
Each of these findings has operational consequence for a PR agency. The brand that has been concentrated on UK press for a luxury client must now re-weight toward UAE, Italian, anddistributed US luxury publishers. The financial services firm running crisis comms on a declining UK non-dom book needs a Dubai and Miami playbook. The real estate client thinking about markets to activate in should be looking at West Palm Beach and Palm Jumeirah as actively as they look at Manhattan and Mayfair. The luxury brandwithout a crypto-audience strategy is missing ademographic approximately the size of the entire UHNW class from a decade ago.
Speaking about the research, Torossian observed: "What the data shows in 2025 is not a softening of wealth migration — it is an acceleration and adiversification. The old pattern of UK to Switzerland, New York to Florida, is now layered with crypto wealth moving to Dubai, Latin American capital landing in Miami, and a new generation relocating for tax structure as much as lifestyle."
The Haute Living partnership
The partnership between 5W and Haute Jets reflects a pattern the research itself highlights. Haute Living, Haute Jets’ parent company, has spent two decades building distributed luxury media reach across multiple wealth cities — New York, Miami, Los Angeles, San Francisco, andothers — rather than concentrating in a single market. That structural advantage becomes more valuable, not less, in a wealth migration era. When affluent audiences relocate, publishers with concentrated single-city reach lose audience; publishers with distributed reach go with them.
For 5W, publishing this research with Haute Jets is part of a broader pattern the firm has been building: research-led thought leadership, with findings drawn from third-party data. The wealth migration report continues that research practice into a different vertical.
What to do with the research
For PR practitioners, a few immediate actions areworth considering:
- Read the report. It is free, 50 pages, with 40+ linked sources. The full document at https://www.hautejets.com/the-haute-jets-wealth-report is more detailed than thesummary here.
- Audit the audience map in every current luxury or HNW-adjacent client plan. If the plan references a geographic audience distributionthat has not been updated since 2022, rebuild it against the 2025 data.
- Re-evaluate media relationships. Which of your relationships point at audiences that have moved? Which publishers have the audiencewhere it is going?
- Examine client crisis readiness for migrationexposure. If a client has more than 20% of private client revenue concentrated in the UK, France, Spain, or Germany, scenario-plan for migration-driven attrition. The UK case is already playing out; the others may be next.
- Build a crypto-wealth strategy. The 241,700-person crypto millionaire class is not a niche, and pretending it is will cost relevance.
Full report
The complete 50-page Haute Jets Wealth MigrationReport is free, with no registration required. Findings cover global migration flows, the UK exodus, crypto wealth, US interstate migration, Miami as Wall Street South, Latin America to Florida, luxury real estate, UAE and Dubai, wealthiest cities, Europe, Asia, the Great Wealth Transfer, family offices, the multi-home reality, private aviation volume and market structure, tax policy, sustainability and SAF, and an FAQ.
For PR firms planning 2026, it is the mostsubstantive audience map available for luxury and HNW-adjacent categories.
5W Public Relations is one of the largest independently owned PR and digital marketing firms in the United States. Haute Jets is the on-demand private aviation brand of Haute Living, theluxury lifestyle media company.
