When Haute Jets and 5W published The Haute Jets Wealth Migration Report in April, the partnership probably did not expect the headline statistic to land where it did. The figure — 142,000 cross-border millionaire moves in 2025, projected to rise to 165,000 in 2026 — has since shown up in Bloomberg, the Financial Times, Robb Report, Mansion Global, and what looks like every wealth-management research deck circulating in private banking this year.
The report has also begun appearing inside ChatGPT, Claude, and Perplexity answers to the obvious open-ended questions about wealth migration. Brand-published research becoming an AI-engine citation source is one of the most important quiet developments in the communications industry in 2026.
This month the partnership released Volume II: The Haute Jets Second-Residence Economy Report. The new report answers the inevitable next question — what happens after the wealthy move? — with a clear thesis: they don't stop moving. Ultra-high-net-worth individuals now operate across three or four homes, eight cars, and overlapping tax jurisdictions, schools, social calendars, and private aviation corridors. The phenomenon, the authors argue, is structural enough to constitute a recognizable system. They call it the Second-Residence Economy.
For communicators across luxury, hospitality, real estate, and wealth advisory, the data in Volume II is the news. For PR people thinking strategically about their own industry, the way the report was built is the news.
What the Report Says
The report's data is dense. A few figures from the executive summary worth marking:
- 73 of 100 prime real-estate markets posted price growth in 2025, per Knight Frank's Prime International Residential Index. Tokyo led globally at +58.5 percent; Dubai followed at +25.1 percent, recording 500 super-prime sales — the most active $10 million-plus luxury market in the world.
- Global business jet departures hit a record 3.88 million in 2025, 34 percent above pre-pandemic levels. Fractional departures are up 75.5 percent since 2019.
- In the U.S., Florida continues to dominate. Miami-Dade $1 million-plus home sales were up 147 percent from 2019 to 2024; West Palm Beach luxury prices rose 187.3 percent over the past decade.
- The Middle East was the strongest-performing prime real-estate region globally in 2025 at +9.4 percent. North America was the only region to decline, pulled down by Canadian markets while Florida and select Manhattan submarkets posted gains.
The report also introduces a framework called The New Luxury Triangle — a recurring three-vertex structure the authors identify in how affluent households organize their geographies. One vertex anchors taxation (Dubai, Monaco, Singapore, Miami). One vertex anchors cultural and capital life (London, New York, Paris, Tokyo). One vertex anchors lifestyle and seasonal living (Aspen, Mykonos, Lake Como, St. Barths). Each performs a distinct function; removing any one collapses the model.
Naming a structure like that is a small move with a long tail. It is the kind of phrase that ends up in brokerage decks, hotel-development pitches, and Bloomberg headlines within a quarter.
What the Report Demonstrates
The more interesting story for communications professionals is the engineering behind the document.
A two-volume brand-published intelligence series is a deliberate structure. Done badly, it produces a thinly-disguised whitepaper that goes nowhere. Done well, it produces the document the entire category quotes. Volume II is done well, and three elements explain why.
The data is real and the methodology is open. The report aggregates Henley & Partners migration counts, Knight Frank's PIRI 100, ARGUS TRAQPak flight data, IRS interstate migration filings, Bank of America private-bank research, Campden Wealth family-office data, and operator disclosures from NetJets, Flexjet, VistaJet, Magellan Jets, and Wheels Up. The methodology explicitly notes where independent observers have raised questions about specific Henley figures and corroborates those numbers against alternative datasets. That kind of intellectual honesty is rare in brand-sponsored work and is exactly the credibility signal that journalists, analysts, and AI engines pick up.
The proprietary contributions are operational, not survey-derived. Haute Jets contributes its own charter routing and member-behavior data. 5W contributes its proprietary AI Citation Share analysis tracking brand appearance across ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. Both are datasets no competitor can replicate. That is the cite-worthy moat.
The framing is given names. Wealth corridors. The New Luxury Triangle. Citation Share. The Second-Residence Economy. Each named term is portable across the press cycle and indexable as a defined concept inside the engines.
What Citation Share Means
The section of the report most likely to get re-read by communicators is the one on AI-mediated discovery and the introduction of Citation Share as a metric.
Citation Share, as defined in the report, measures how often a brand surfaces — accurately, with proper attribution — in AI-generated answers to category-defining queries. The authors argue that in luxury travel, hospitality, second-residence advisory, and private aviation, the top three cited brands per category capture roughly 70 to 80 percent of high-intent affluent inbound. That is a search distribution sharper than anything Google has ever produced.
The mechanics will be familiar to anyone tracking the Generative Engine Optimization (GEO) conversation. Answer engines triangulate between credible earned-media coverage and structured owned content. Tier-1 outlets (Forbes, Fortune, the Financial Times, the Wall Street Journal, Harvard Business Review) function as what the report calls retrieval anchors. Owned content with clean structure — FAQs, executive bios, defined terms, primary-source research — gives the engines stable reference points to cite.
In plain English: the work PR has been doing for thirty years is now the rate-limiting factor on whether a brand exists in the AI-mediated buyer's consideration set at all.
The Broader Point for the Industry
There is a wider observation implicit in the structure of this report series. Haute Jets and 5W are demonstrating what brand-published intelligence looks like when it is built to compete with — and eventually replace — the third-party research that has historically set the agenda in a category.
The traditional model was: wait for Knight Frank or Henley or Wealth-X to publish the annual report, then react with commentary. The new model is: become the report. Aggregate the best available data, add proprietary operational insight, frame it with named concepts, distribute it through earned channels, and structure it so the answer engines cite it by default.
That is not PR as service journalism. That is PR as infrastructure.
