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The Future of Space Tourism Is Now. Well, Not Quite.

From zero-pressure balloon trips to astronaut boot camps, reservations for getting off the planet — or pretending to — are skyrocketing. The prices, however, are still out of this world.

By Debra Kamin

Ilida Alvarez has dreamed of traveling to space since she was a child. But Ms. Alvarez, a legal-mediation firm owner, is afraid of flying, and she isn’t a billionaire — two facts that she was sure, until just a few weeks ago, would keep her fantasy as out of reach as the stars. She was wrong.

Ms. Alvarez, 46, and her husband, Rafael Landestoy, recently booked a flight on a 10-person pressurized capsule that — attached to a massive helium-filled balloon — will gently float to 100,000 feet while passengers sip champagne and recline in ergonomic chairs. The reservation required a $500 deposit; the flight itself will cost $50,000 and last six to 12 hours.

“I feel like it was tailor-made for the chickens like me who don’t want to get on a rocket,” said Ms. Alvarez, whose flight, organized by a company called World View , is scheduled to depart from the Grand Canyon in 2024.

Less than a year after Jeff Bezos and Richard Branson kicked off a commercial space race by blasting into the upper atmosphere within weeks of each other last summer, the global space tourism market is skyrocketing, with dozens of companies now offering reservations for everything from zero-pressure balloon trips to astronaut boot camps and simulated zero-gravity flights. But don’t don your spacesuit just yet. While the financial services company UBS estimates the space travel market will be worth $3 billion by 2030, the Federal Aviation Administration has yet to approve most out-of-this-world trips, and construction has not started on the first space hotel. And while access and options — not to mention launchpads — are burgeoning, space tourism remains astronomically expensive for most.

First, what counts as space travel?

Sixty miles (about 100 kilometers) above our heads lies the Kármán line, the widely accepted aeronautical boundary of the earth’s atmosphere. It’s the boundary used by the Féderátion Aéronautique Internationale, which certifies and controls global astronautical records. But many organizations in the United States, including the F.A.A. and NASA, define everything above 50 miles to be space.

Much of the attention has been focused on a trio of billionaire-led rocket companies: Mr. Bezos’ Blue Origin , whose passengers have included William Shatner; Mr. Branson’s Virgin Galactic , where tickets for a suborbital spaceflight start at $450,000; and Elon Musk’s SpaceX , which in September launched an all-civilian spaceflight, with no trained astronauts on board. Mr. Branson’s inaugural Virgin Galactic flight in 2021 reached about 53 miles, while Blue Origin flies above the 62-mile mark. Both are eclipsed by SpaceX, whose rockets charge far deeper in to the cosmos, reaching more than 120 miles above Earth.

Balloons, like those operated by World View, don’t go nearly as high. But even at their maximum altitude of 18 or 19 miles, operators say they float high enough to show travelers the curvature of the planet, and give them a chance to experience the overview effect — an intense perspective shift that many astronauts say kicks in when you view Earth from above.

Now, how to get there …

Blue Origin and Virgin Galactic, which are both licensed for passenger space travel by the F.A.A., are open for ticket sales. (Blue Origin remains mum on pricing.) Both companies currently have hundreds or even thousands of earthlings on their wait lists for a whirl to the edge of space. SpaceX charges tens of millions of dollars for its further-reaching flights and is building a new facility in Texas that is currently under F.A.A. review.

Craig Curran is a major space enthusiast — he’s held a reserved seat on a Virgin Galactic flight since 2011 — and the owner of Deprez Travel in Rochester, N.Y. The travel agency has a special space travel arm, Galactic Experiences by Deprez , through which Mr. Curran sells everything from rocket launch tickets to astronaut training.

Sales in the space tourism space, Mr. Curran acknowledges, “are reasonably difficult to make,” and mostly come from peer-to-peer networking. “You can imagine that people who spend $450,000 to go to space probably operate in circles that are not the same as yours and mine,” he said.

Some of Mr. Curran’s most popular offerings include flights where you can experience the same stomach-dropping feeling of zero gravity that astronauts feel in space, which he arranges for clients via chartered, specialized Boeing 727s that are flown in parabolic arcs to mimic being in space. Operators including Zero G also offer the service; the cost is around $8,200.

You can almost count the number of completed space tourist launches on one hand — Blue Origin has had four; SpaceX, two. Virgin Galactic, meanwhile, on Thursday announced the launch of its commercial passenger service, previously scheduled for late 2022, was delayed until early 2023. Many of those on waiting lists are biding their time before blastoff by signing up for training. Axiom Space, which contracts with SpaceX, currently offers NASA-partnered training at Houston’s Johnson Space Center. Virgin Galactic, which already offers a “customized Future Astronaut Readiness program” at its Spaceport America facility in New Mexico, is also partnering with NASA to build a training program for private astronauts.

Would-be space tourists should not expect the rigor that NASA astronauts face. Training for Virgin Galactic’s three-hour trips is included in the cost of a ticket and lasts a handful of days; it includes pilot briefings and being “fitted for your bespoke Under Armour spacesuit and boots,” according to its website.

Not ready for a rocket? Balloon rides offer a less hair-raising celestial experience.

“We go to space at 12 miles an hour, which means that it’s very smooth and very gentle. You’re not rocketing away from earth,” said Jane Poynter, a co-founder and co-chief executive of Space Perspective , which is readying its own touristic balloon spaceship, Spaceship Neptune. If all goes according to plan, voyages are scheduled to begin departing from Florida in 2024, at a cost of $125,000 per person. That’s a fraction of the price tag for Blue Origin and Virgin Galactic, but still more than double the average annual salary of an American worker.

Neither Space Perspective nor World View has the required approval yet from the F.A.A. to operate flights.

Unique implications

Whether a capsule or a rocket is your transport, the travel insurance company battleface launched a civilian space insurance plan in late 2021, a direct response, said chief executive Sasha Gainullin, to an increase in space tourism interest and infrastructure. Benefits include accidental death and permanent disablement in space and are valid for spaceflights on operators like SpaceX, Blue Origin and Virgin Galactic, as well as on stratospheric balloon rides. They’ve had many inquiries, Mr. Gainullin said, but no purchases just yet.

“Right now it’s such high-net-worth individuals who are traveling to space, so they probably don’t need insurance,” he said. “But for quote-unquote regular travelers, I think we’ll see some takeups soon.”

And as the industry grows, so perhaps will space travel’s impact on the environment. Not only do rocket launches have immense carbon footprints, even some stratospheric balloon flights have potentially significant implications: World View’s balloons are powered by thousands of cubic meters of helium, which is a limited resource . But Ted Parson, a professor of environmental law at the University of California, Los Angeles, said that space travel’s environmental impact is still dwarfed by civil aviation. And because space travel is ultra-niche, he believes it’s likely to stay that way.

“Despite extensive projections, space tourism is likely to remain a tiny fraction of commercial space exploration,” he said. “It reminds me of tourism on Mt. Everest. It’s the indulgence of very rich people seeking a transcendent, once-in-a-lifetime experience, and the local environmental burden is intense.”

Stay a while?

In the future, space enthusiasts insist, travelers won’t be traveling to space just for the ride. They’ll want to stay a while. Orbital Assembly Corporation, a manufacturing company whose goal is to colonize space, is currently building the world’s first space hotels — two ring-shaped properties that will orbit Earth, called Pioneer Station and Voyager Station. The company, quite optimistically, projects an opening date of 2025 for Pioneer Station, with a capacity of 28 guests. The design for the larger Voyager Station , which they say will open in 2027, promises villas and suites, as well as a gym, restaurant and bar. Both provide the ultimate luxury: simulated gravity. Axiom Space , a space infrastructure company, is currently building the world’s first private space station; plans include Philippe Starck-designed accommodations for travelers to spend the night.

Joshua Bush, chief executive of travel agency Avenue Two Travel , has sold a handful of seats on upcoming Virgin Galactic flights to customers. The market for space travel (and the sky-high prices that come with it), he believes, will evolve much like civilian air travel did.

“In the beginning of the 20th century, only very affluent people could afford to fly,” he said. “Just as we have Spirit and Southwest Airlines today, there will be some sort of equivalent of that in space travel, too. Hopefully within my lifetime.”

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You Won’t Hear Much About the Next Chapter of Space Travel

Space tourism is getting less transparent, and more like traveling by private jet.

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Of all the high-flying tourism ventures spawned by space-obsessed billionaires, Virgin Galactic, founded by Richard Branson, offers perhaps the most unconventional approach. It doesn’t use big rockets or gumdrop-shaped capsules. Instead, an airplane takes off with a spacecraft strapped to its wing. The spacecraft, shaped like a plane itself, holds the paying customers and more pilots. When the airplane reaches a certain altitude, it releases the spacecraft. The spacecraft’s pilots then ignite its engine, and the vehicle soars straight up, to the fuzzy boundary that separates us from the rest of the universe, before gliding back down and landing on a runway.

The spaceplane experience is a stark contrast to Blue Origin’s suborbital jaunts and SpaceX’s orbital missions, but Virgin Galactic’s passengers still have a few surreal minutes of weightlessness, and they get to see the planet gleaming against the darkness of space. Those passengers have included the first former Olympian to reach space, as well as the first mother-daughter duo and, most recently, the first Pakistani .

In the midst of all that, Virgin Galactic clocked a first that raised some eyebrows: The company withheld the passenger list from the public before a takeoff last month, divulging the travelers’ names only after they had landed. The company never publicly explained its preflight secrecy. (Virgin Galactic did not respond to a request for comment.) Yesterday, Virgin Galactic announced its next flight, scheduled for November; the company kept one of the three listed passengers anonymous, saying only that the person is “of Franco-Italian nationality.”

Virgin is of course within its rights to withhold passenger names before takeoff. After all, airlines and railroads keep private the names of their customers. But Virgin Galactic’s choice to do so marks a subtle shift—the latest in U.S. spaceflight’s arc from a publicly funded national mission to private tourism. NASA, as a taxpayer-funded organization, has always had to provide the public with launch lists and livestreams. But the age of space tourism raises a host of questions: How much openness do space-tourism companies owe the public? How much privacy do they owe their customers? Before the Virgin flight returned home last month, it operated almost like a privately chartered plane, its movements known to relevant aviation agencies but its passengers’ names undisclosed to the public. Commercial spaceflight and air travel are still far from alike, but in this particular aspect, the space-tourism industry may be drifting toward its private-jet era.

Read: The new ‘right stuff’ is money and luck

In practice, the space-tourism industry is barely more than two years old, and it’s “still finding its norms,” says Carissa Christensen, a space consultant and the CEO of BryceTech, an analytics and engineering firm. The first passenger rosters were marquee news in 2021, when Branson and Jeff Bezos were racing to be the first to ride their own spacecraft , and Elon Musk’s SpaceX was working to send a quartet of private astronauts with zero spaceflight experience into orbit.

All three of their companies publicized, and even hyped, the passenger lists, in some cases months in advance. Wally Funk, an octogenarian aviator who had outperformed male candidates in astronaut tests during the 1960s but was kept out of the astronaut corps because she was a woman, flew alongside Bezos . Jared Isaacman, a billionaire businessman, paid for three other people to fly into orbit with him on SpaceX; all of them gave countless interviews before launch. And who can forget the hype ahead of William Shatner’s flight, and the Star Trek star’s unfiltered, emotional remarks after landing?

The rosters became less noteworthy as time went on: The customers were no longer memorable guests who got free rides, but simply very wealthy people who could afford the trips on their own. Last month’s temporarily secret Virgin Galactic fliers included a real-estate investor from Las Vegas, a South African entrepreneur, and a British engineer who founded a company that builds race cars. Michelle Hanlon, a space lawyer and the executive director of the University of Mississippi’s Center for Air and Space Law, told me that she was mildly surprised by Virgin Galactic’s decision to withhold the passengers’ identities before takeoff, but that the decision did not strike her as inappropriate.

“From a paparazzi standpoint, if it’s Ashton Kutcher, the world’s gonna care a little bit more than if it’s Michelle Hanlon,” Hanlon said. (Kutcher did, in fact, purchase a Virgin Galactic ticket in 2012, but he later sold it back to the company after his wife and fellow actor, Mila Kunis, talked him out of going.) And from a legal standpoint, nothing inappropriate occurred, Hanlon said; there are no existing requirements for a private company to disclose passenger names. Space travelers must sign waivers from the Federal Aviation Administration outlining the risks associated with the activity, she said, but the companies they’re flying with are not required to provide the agency with a passenger list.

Read: Jeff Bezos knows who paid for him to go to space

Passenger names aren’t the only details of commercial spaceflight that are becoming more opaque. When SpaceX launched its first set of private astronauts, the company shared significantly less live footage of their experience in orbit than they did when NASA astronauts test-drove the capsule a year earlier. During its last two flights, Virgin Galactic decided not to provide a livestream, giving updates on social media instead.

Because there are no regulations, it’s difficult to say when the companies’ right to privacy becomes a concerning level of secrecy. NASA overshares when it comes to its astronauts and their mission, because the public—which funds the agency—expects it. Americans might also expect a good look at SpaceX customers who visit the International Space Station, which relies on billions of dollars of taxpayer money, and where private visitors share meals with government astronauts. But what about other kinds of SpaceX missions, which go into orbit without disembarking at any government-owned facility? The company developed its crewed launch services with significant investment from NASA, so virtually every SpaceX trip indirectly involves government money. That doesn’t necessarily mean SpaceX is obligated to share as the space agency does, even if people on the ground feel that it should.

Another major difference between NASA missions and private ones, of course, is that astronauts are at work, whereas many space tourists are presumably just having fun. Caryn Schenewerk, a consultant who specializes in commercial spaceflight at her firm CS Consulting, told me that she thinks commercial spaceflight will adopt the practices of other forms of adventure tourism. Take skydiving, for example: Schenewerk said that she has signed paperwork granting the skydiving company permission to use footage of her experience for its own purposes. “There’s some expectation of privacy on the individual’s behalf that then has to be actively waived for the company’s benefit,” she said.

The once-anonymous Virgin Galactic passengers on the September flight have since publicly shared their stories , basking in the awe of their experience. Christensen told me that most future tourists will likely do the same. “A big part of the fun is other people knowing that you’ve done it,” she said. Flying to space isn’t exactly something to be modest about: Fewer than 700 people have done it since human beings first achieved the feat, in the early 1960s, and we know all of their names. If Virgin’s new mystery passenger doesn’t reveal their name, they really will make history.

Read: Seeing Earth from space will change you

Many spacefarers—the Soviet cosmonauts who inhabited the first space station, the American astronauts who shuttled their way into orbit, the Chinese astronauts living in space right now, all of the people who have flown commercial—have spoken about the transformational wonder of seeing Earth from space, a phenomenon known as the overview effect . They reported that they better understood the reality of our beautiful, fragile planet, and that they felt a duty to share their impressions with people on the ground. Gene Cernan, one of the dozen men who walked on the lunar surface, once said, “If only everyone could relate to the beauty and the purposefulness of it … It wouldn’t bring a utopia to this planet for people to understand it all, but it might make a difference.” In this sense, for a space traveler to remain unknown forever would be a sort of anti–overview effect: Just as they may have the right to request some privacy, they have no obligation to bring the transcendent power of their journey back to Earth.

Three years ago, two NASA astronauts made a historic flight on a new SpaceX astronaut capsule. Ahead of the mission, I asked NASA what Doug Hurley and Bob Behnken were going to have for breakfast on the morning of the launch. It was a question with a long tradition in spacefaring history: During the Apollo days, the public was privy to the final Earth-bound meals of history-making astronauts. NASA officials balked, saying they couldn’t divulge that information for privacy reasons. But on the day of the launch, Hurley, as if to sate the space press corps, posted a picture of his steak and eggs on Twitter (as it was still known then).

Hurley and Behnken’s preflight hours seemed like fair game; after all, these men were government employees, doing their job on their assigned mission. But future passengers may decide that we have no business knowing their breakfast order—or even their name.

The future of spaceflight—from orbital vacations to humans on Mars

NASA aims to travel to the moon again—and beyond. Here’s a look at the 21st-century race to send humans into space.

Welcome to the 21st-century space race, one that could potentially lead to 10-minute space vacations, orbiting space hotels , and humans on Mars. Now, instead of warring superpowers battling for dominance in orbit, private companies are competing to make space travel easier and more affordable. This year, SpaceX achieved a major milestone— launching humans to the International Space Station (ISS) from the United States —but additional goalposts are on the star-studded horizon.

Private spaceflight

Private spaceflight is not a new concept . In the United States, commercial companies played a role in the aerospace industry right from the start: Since the 1960s, NASA has relied on private contractors to build spacecraft for every major human spaceflight program, starting with Project Mercury and continuing until the present.

Today, NASA’s Commercial Crew Program is expanding on the agency’s relationship with private companies. Through it, NASA is relying on SpaceX and Boeing to build spacecraft capable of carrying humans into orbit. Once those vehicles are built, both companies retain ownership and control of the craft, and NASA can send astronauts into space for a fraction of the cost of a seat on Russia’s Soyuz spacecraft.

SpaceX, which established a new paradigm by developing reusable rockets , has been running regular cargo resupply missions to the International Space Station since 2012. And in May 2020, the company’s Crew Dragon spacecraft carried NASA astronauts Doug Hurley and Bob Behnken to the ISS , becoming the first crewed mission to launch from the United States in nearly a decade. The mission, called Demo-2, is scheduled to return to Earth in August. Boeing is currently developing its Starliner spacecraft and hopes to begin carrying astronauts to the ISS in 2021.

Other companies, such as Blue Origin and Virgin Galactic , are specializing in sub-orbital space tourism. Test launch video from inside the cabin of Blue Origin’s New Shepard shows off breathtaking views of our planet and a relatively calm journey for its first passenger, a test dummy cleverly dubbed “Mannequin Skywalker.” Virgin Galactic is running test flights on its sub-orbital spaceplane , which will offer paying customers roughly six minutes of weightlessness during its journey through Earth’s atmosphere.

With these and other spacecraft in the pipeline, countless dreams of zero-gravity somersaults could soon become a reality—at least for passengers able to pay the hefty sums for the experience.

Early U.S. Spaceflight

Looking to the moon

Moon missions are essential to the exploration of more distant worlds. After a long hiatus from the lunar neighborhood, NASA is again setting its sights on Earth’s nearest celestial neighbor with an ambitious plan to place a space station in lunar orbit sometime in the next decade. Sooner, though, the agency’s Artemis program , a sister to the Apollo missions of the 1960s and 1970s, is aiming to put the first woman (and the next man) on the lunar surface by 2024.

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Extended lunar stays build the experience and expertise needed for the long-term space missions required to visit other planets. As well, the moon may also be used as a forward base of operations from which humans learn how to replenish essential supplies, such as rocket fuel and oxygen, by creating them from local material.

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Such skills are crucial for the future expansion of human presence into deeper space, which demands more independence from Earth-based resources. And although humans have visited the moon before, the cratered sphere still harbors its own scientific mysteries to be explored—including the presence and extent of water ice near the moon's south pole, which is one of the top target destinations for space exploration .

NASA is also enlisting the private sector to help it reach the moon. It has awarded three contracts to private companies working on developing human-rated lunar landers—including both Blue Origin and SpaceX. But the backbone of the Artemis program relies on a brand new, state-of-the-art spacecraft called Orion .

Archival Photos of Spaceflight

Currently being built and tested, Orion—like Crew Dragon and Starliner—is a space capsule similar to the spacecraft of the Mercury, Gemini, and Apollo programs, as well as Russia’s Soyuz spacecraft. But the Orion capsule is larger and can accommodate a four-person crew. And even though it has a somewhat retro design, the capsule concept is considered to be safer and more reliable than NASA’s space shuttle—a revolutionary vehicle for its time, but one that couldn’t fly beyond Earth’s orbit and suffered catastrophic failures.

Capsules, on the other hand, offer launch-abort capabilities that can protect astronauts in case of a rocket malfunction. And, their weight and design mean they can also travel beyond Earth’s immediate neighborhood, potentially ferrying humans to the moon, Mars, and beyond.

A new era in spaceflight

By moving into orbit with its Commercial Crew Program and partnering with private companies to reach the lunar surface, NASA hopes to change the economics of spaceflight by increasing competition and driving down costs. If space travel truly does become cheaper and more accessible, it’s possible that private citizens will routinely visit space and gaze upon our blue, watery home world—either from space capsules, space stations, or even space hotels like the inflatable habitats Bigelow Aerospace intends to build .

The United States isn’t the only country with its eyes on the sky. Russia regularly launches humans to the International Space Station aboard its Soyuz spacecraft. China is planning a large, multi-module space station capable of housing three taikonauts, and has already launched two orbiting test vehicles—Tiangong-1 and Tiangong-2, both of which safely burned up in the Earth’s atmosphere after several years in space.

Now, more than a dozen countries have the ability to launch rockets into Earth orbit. A half-dozen space agencies have designed spacecraft that shed the shackles of Earth’s gravity and traveled to the moon or Mars. And if all goes well, the United Arab Emirates will join that list in the summer of 2020 when its Hope spacecraft heads to the red planet . While there are no plans yet to send humans to Mars, these missions—and the discoveries that will come out of them—may help pave the way.

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Articles on Space tourism

Displaying 1 - 20 of 44 articles.

South African hominin fossils were sent into space and scientists are enraged

Dipuo Winnie Kgotleng , University of Johannesburg and Robyn Pickering , University of Cape Town

Sex in space: why it’s worrying that the space tourism sector hasn’t considered the consequences

David Cullen , Cranfield University

Astro-tourism − chasing eclipses, meteor showers and elusive dark skies from Earth

Vahe Peroomian , USC Dornsife College of Letters, Arts and Sciences

Virgin Galactic’s use of the ‘Overview Effect’ to promote space tourism is a terrible irony

Ariane Moore , University of Tasmania

How can we make the space sector more sustainable?

Nonthapat Pulsiri , TBS Education and Victor Dos Santos Paulino , TBS Education

This course takes college students out of this world – and teaches them what it takes to become space pioneers

Joshua D. Ambrosius , University of Dayton

Axiom launch: why commercial space travel could be another giant leap for air pollution

Eloise Marais , UCL

What happens when someone dies in space? Space tourism brings new legal and moral issues

Christopher Newman , Northumbria University, Newcastle and Nick Caplan , Northumbria University, Newcastle

Death in space: here’s what would happen to our bodies

Tim Thompson , Teesside University

From poo politics to rubbish disposal: 5 big questions about the International Space Station becoming a movie set

Alice Gorman , Flinders University

SpaceX Inspiration4 mission sent 4 people with minimal training into orbit – and brought space tourism closer to reality

Wendy Whitman Cobb , Air University

Keen to sign up for space tourism? Here are 6 things to consider (besides the price tag)

Steven Freeland , Western Sydney University

Space tourism: rockets emit 100 times more CO₂ per passenger than flights – imagine a whole industry

Virgin Galactic: space tourism takes off with Branson’s inaugural flight

Louis Brennan , Trinity College Dublin

Branson vs Bezos: as the billionaires get ready to blast into space, who’s got the better plan?

Chris James , The University of Queensland

Want to become a space tourist? You finally can — if you have $250,000 and a will to sign your life away

Cassandra Steer , Australian National University

Space tourism is here – 20 years after the first stellar tourist, Jeff Bezos’ Blue Origin plans to send civilians to space

Space tourism – 20 years in the making – is finally ready for launch

Apollo landers, Neil Armstrong’s bootprint and other human artifacts on Moon officially protected by new US law

Michelle L.D. Hanlon , University of Mississippi

The International Space Station at 20 offers hope and a template for future cooperation

Related topics.

• Blue Origin
• Space exploration
• Space travel
• Virgin Galactic

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Virgin Galactic’s first space tourists finally soar, an Olympian and a mother-daughter duo

Virgin Galactic rocketed to the edge of space with its first tourists Thursday, including a former British Olympian who bought his ticket 18 years ago and a mother-daughter duo from the Caribbean. (August 10) (Production Marissa Duhaney)

This photo provided Virgin Galactic shows passengers during Virgin Galactic’s first space tourism flight on Thursday Aug. 10, 2023. Virgin Galactic rocketed to the edge of space with its first tourists Thursday. The space plane glided back to a runway landing at Spaceport America in the New Mexico desert, after a brief flight that gave passengers a few minutes of weightlessness.(Virgin Galactic via AP)

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Virgin Galactic’s rocket-powered plane Unity 22, lands after a short flight to the edge of space at Spaceport America, near Truth or Consequences, N.M., Thursday, Aug. 10, 2023. Virgin Galactic is taking its first space tourists on a long-delayed rocket ship ride. (AP Photo/Andrés Leighton)

Virgin Galactic’s rocket-powered plane Unity 22, left, flies past its mothership Eve on its way to the edge of space after taking off from Spaceport America, near Truth or Consequences, N.M., Thursday, Aug. 10, 2023. Virgin Galactic is taking its first space tourists on a long-delayed rocket ship ride. (AP Photo/Andrés Leighton)

Virgin Galactic’s mothership Eve, carrying the rocket-powered plane Unity 22, flies after taking off from Spaceport America, near Truth or Consequences, N.M., Thursday, Aug. 10, 2023. Virgin Galactic is taking its first space tourists on a long-delayed rocket ship ride. (AP Photo/Andrés Leighton)

Space tourists, from left, Anastatia Mayers, Jon Goodwin and Keisha Schahaff pose for photos before boarding their Virgin Galactic flight at Spaceport America, near Truth or Consequences, N.M., Thursday, Aug. 10, 2023. Virgin Galactic is taking its first space tourists on a long-delayed rocket ship ride. (AP Photo/Andrés Leighton)

Guests wave flags of Antigua and Barbuda while watching the return of Virgin Galactic’s rocket-powered plane Unity at Spaceport America, near Truth or Consequences, N.M., Thursday, Aug. 10, 2023. Virgin Galactic is taking its first space tourists on a long-delayed rocket ship ride, including a British former Olympian and a mother-daughter duo from the Caribbean island. (AP Photo/Andrés Leighton)

Space tourists, from left, Anastatia Mayers, Jon Goodwin and Keisha Schahaff walk to the tarmac before boarding their Virgin Galactic flight at Spaceport America, near Truth or Consequences, N.M., Thursday, Aug. 10, 2023. Virgin Galactic is taking its first space tourists on a long-delayed rocket ship ride. (AP Photo/Andrés Leighton)

Virgin Galactic’s mothership Eve, carrying the rocket-powered plane Unity 22, takes off from Spaceport America, near Truth or Consequences, N.M., Thursday, Aug. 10, 2023. Virgin Galactic is taking its first space tourists on a long-delayed rocket ship ride. (AP Photo/Andrés Leighton)

TRUTH OR CONSEQUENCES, N.M. (AP) — Virgin Galactic rocketed to the edge of space with its first tourists Thursday, a former British Olympian who bought his ticket 18 years ago and a mother-daughter duo from the Caribbean.

The space plane glided back to a runway landing at Spaceport America in the New Mexico desert, after a brief flight that gave passengers a few minutes of weightlessness.

This first private customer flight had been delayed for years; its success means Richard Branson’s Virgin Galactic can now start offering monthly rides, joining Jeff Bezos’ Blue Origin and Elon Musk’s SpaceX in the space tourism business.

“That was by far the most awesome thing I’ve ever done in my life,” said Jon Goodwin, who competed in canoeing in the 1972 Olympics.

Goodwin, 80, was among the first to buy a Virgin Galactic ticket in 2005 and feared, after later being diagnosed with Parkinson’s disease, that he’d be out of luck. Since then he’s climbed Mount Kilimanjaro and cycled back down, and said he hopes his spaceflight shows others with Parkinson’s and other illnesses that ”it doesn’t stop you doing things.”

Ticket prices were $200,000 when Goodwin signed up. The cost is now $450,000.

He was joined on the flight by sweepstakes winner Keisha Schahaff, 46, a health coach from Antigua, and her daughter, Anastatia Mayers, 18, a student at Scotland’s University of Aberdeen. They high-fived and pumped their fists as the spaceport crowd cheered their return.

“A childhood dream has come true,” said Schahaff, who took pink Antiguan sand up with her. Added her daughter: “I have no words. The only thought I had the whole time was ‘Wow!’ ”

With the company’s astronaut trainer and one of the two pilots, it marked the first time women outnumbered men on a spaceflight, four to two.

Cheers erupted from families and friends watching below when the craft’s rocket motor fired after it was released from the twin-fuselage aircraft that had carried it aloft. The rocket ship’s portion of the flight lasted about 15 minutes and it reached 55 miles (88 kilometers) high.

It was Virgin Galactic’s seventh trip to space since 2018, but the first with a ticket-holder. Branson, the company’s founder, hopped on board for the first full-size crew ride in 2021. Italian military and government researchers soared in June on the first commercial flight. About 800 people are currently on Virgin Galactic’s waiting list, according to the company.

In contrast to Virgin Galactic’s plane-launched rocket ship, the capsules used by SpaceX and Blue Origin are fully automated and parachute back down.

Like Virgin Galactic, Blue Origin aims for the fringes of space, quick ups-and-downs from West Texas. Blue Origin has launched 31 people so far, but flights are on hold following a rocket crash last fall. The capsule, carrying experiments but no passengers, landed intact.

SpaceX, is the only private company flying customers all the way to orbit, charging a much heftier price, too: tens of millions of dollars per seat. It’s already flown three private crews. NASA is its biggest customer, relying on SpaceX to ferry its astronauts to and from the International Space Station. since 2020.

People have been taking on adventure travel for decades, the risks underscored by the recent implosion of the Titan submersible that killed five passengers on their way down to view the Titanic wreckage. Virgin Galactic suffered its own casualty in 2014 when its rocket plane broke apart during a test flight, killing one pilot. Yet space tourists are still lining up, ever since the first one rocketed into orbit in 2001 with the Russians.

Branson, who lives in the British Virgin Islands, watched Thursday’s flight from a party in Antigua. He was joined by the country’s prime minister, as well as Schahaff’s mother and other relatives.

“Welcome to the club,” he told the new spacefliers via X, formerly Twitter.

Several months ago, Branson held a virtual lottery to establish a pecking order for the company’s first 50 customers — dubbed the Founding Astronauts. Virgin Galactic said the group agreed Goodwin would go first, given his age and his Parkinson’s.

This story has been updated to correct introductory price to $200,000, not $250,000.

Dunn reported from Cape Canaveral, Florida.

The Associated Press Health and Science Department receives support from the Howard Hughes Medical Institute’s Science and Educational Media Group. The AP is solely responsible for all content.

How bad is space tourism for the environment? And other space travel questions, answered.

Six questions to consider before launching yourself into space.

by Rebecca Heilweil

For many, the rise of commercial space tourism is a vulgar display of wealth and power . Amid several global crises, including climate change and a pandemic, billionaires are spending their cash on launching themselves into space for fun. When Amazon founder Jeff Bezos told reporters after his first space tourism trip on Tuesday that Amazon customers and employees had “paid” for his flight, that only intensified that criticism. 

But critics won’t deter Bezos and the other superrich. Space tourism is now a reality for the people who can afford it — and it will have repercussions for everyone on Earth.  

In fact, all signs indicate that the market for these trips is already big enough that they’ll keep happening. Jeff Bezos’s spaceflight company Blue Origin already has two more trips scheduled later this year , while Virgin Galactic , the space firm founded by billionaire Richard Branson, has at least 600 people who have already paid around $250,000 each for future tickets on its spaceplane. 

Now, as the commercial space tourism market (literally) gets off the ground, there are big questions facing future space travelers — and everyone else on the planet. Here are answers to the six biggest ones.

1. What will people actually be able to see and experience on a space trip?

The biggest perk of traveling to space is the view. Just past the boundary between space and Earth, passengers can catch a stunning glimpse of our planet juxtaposed against the wide unknown of space. If a passenger is riding on a Virgin Galactic flight, they will get about 53 miles above sea level. Blue Origin riders will get a little bit higher, about 62 miles above sea level and past the Kármán line, the internationally recognized boundary between Earth and space. Overall, the experience on both flights is pretty similar. 

The view is meant to be awe-inducing, and the experience even has its own name: the Overview Effect . “​​When you see Earth from that high up, it changes your perspective on things and how interconnected we are and how we squander that here on Earth,” Wendy Whitman Cobb, a professor at the US Air Force’s School of Advanced Air and Space Studies, told Recode. 

Another perk of these trips is that space tourists will feel a few minutes of microgravity, which is when gravity feels extremely weak . That will give them the chance to bounce around a spacecraft weightlessly before heading back to Earth. 

But Blue Origin’s and Virgin Galactic’s flights are relatively brief — about 10 and 90 minutes long , respectively. Other space tourism flights from SpaceX, the space company founded by Elon Musk , will have more to offer. This fall, billionaire Jared Isaacman, who founded the company Shift4 Payments, will pilot SpaceX’s first all-civilian flight, the Inspiration4 , which will spend several days in orbit around Earth. In the coming years, the company has also planned private missions to the International Space Station, as well as a trip around the moon . 

These trips are meant to be enjoyed by space nerds who longed to be astronauts. But there’s another reason rich people want to go to space: demonstrating exclusivity and conspicuous consumption. More than a few people can afford a trip to Venice or the Maldives. But how many people are privileged enough to take a trip to space? 

“What a nice way of showing off these days than to post a picture on Instagram from space,” Sridhar Tayur, a Carnegie Mellon business professor, told Recode.

2. Does commercial space travel have any scientific goals, or is it really just a joyride?

Right now, space tourism flights from Virgin Galactic and Blue Origin have only reached suborbital space , which means that flights enter space but do not enter orbit around Earth. Scientifically, that’s not a new frontier. Though these current flights use new technology, suborbital flight with humans aboard was accomplished by NASA back in the early 1960s , Matthew Hersch, a historian of technology at Harvard, told Recode. 

Right now, it’s not clear these trips will offer scientists major new insights, but they might provide information that could be used in the future for space exploration. In fact, these trips are also being marketed as potential opportunities for scientific experiments. For instance, the most recent Virgin Galactic flight carried plants and tested how they responded to microgravity . 

These private companies primarily see opportunities in their commercial vehicles that can be reused at scale, which will allow the same rockets (or in Virgin Galactic’s case, spaceplanes) to go to space again and again, which lowers the overall cost of space tourism.

Billionaires and their private space companies also see the development of these rockets as an opportunity to prepare for flights that will do even more, and go even farther, into space. Bezos, for instance, has argued that New Shepard’s suborbital flights will help prepare the company’s future missions, including its New Glenn rocket, which is meant for orbital space. 

“The fact of the matter is, the architecture and the technology we have chosen is complete overkill for a suborbital tourism mission,” Bezos said at Tuesday’s post-launch briefing . “We have chosen the vertical landing architecture. Why did we do that? Because it scales.”  

Beyond potential scientific advancements in the future, suborbital spaceflight might also create new ways to travel from one place on earth to another. SpaceX, for instance, has advertised that long-haul flights could be shortened to just 30 minutes by traveling through space.

3. Is it safe?

Right now, it’s not entirely clear just how risky space tourism is. 

One way space tourism companies are trying to keep travelers safe is by requiring training so that the people who are taking a brief sojourn off Earth are as prepared as possible. 

On the flight, people can experience intense altitude and G-forces. “This is sustained G-forces on your body, upwards of what can be 6 G in one direction — which is six times your body weight for upwards of 20 or 30 seconds,” Glenn King, the chief operating officer of the Nastar Center — the aerospace physiology training center that prepared Richard Branson for his flights — told Recode. “That’s a long time when you have six people, or your weight, pressing down on you.” 

There’s also the chance that space tourists will be exposed to radiation, though that risk depends on how long you’re in space. “It’s a risk, especially more for the orbital flight than sub-orbital,” explains Whitman Cobb. “Going up in an airplane exposes you to a higher amount of radiation than you would get here on the ground.” She also warns that some tourists will likely barf on the ride. 

There doesn’t seem to be an age limit on who can travel, though. The most recent Blue Origin flight included both the youngest person to ever travel to space, an 18-year-old Dutch teenager, as well as the oldest: 82-year-old pilot Wally Funk. 

4. How much will tickets cost?

The leaders in commercial space tourism already claim they have a market to support the industry. While Bezos hinted on Tuesday the price would eventually come down — as eventually happened with the high prices of the nascent airline industry — for now, ticket prices are in the low hundreds of thousands, at least for Virgin Galactic . That price point would keep spaceflight out of reach for most of humanity, but there are enough interested rich people that space tourism seems to be economically feasible. 

“If you bring it down to $250,000, the wait times [to buy a ticket] will be very long,” Tayur, of Carnegie Mellon, told Recode. 

5. What impact will commercial space travel have on the environment?

The emissions of a flight to space can be worse than those of a typical airplane flight because just a few people hop aboard one of these flights, so the emissions per passenger are much higher. That pollution could become much worse if space tourism becomes more popular. Virgin Galactic alone eventually aims to launch 400 of these flights annually.

“The carbon footprint of launching yourself into space in one of these rockets is incredibly high, close to about 100 times higher than if you took a long-haul flight,” Eloise Marais , a physical geography professor at the University College London, told Recode. “It’s incredibly problematic if we want to be environmentally conscious and consider our carbon footprint.” 

These flights’ effects on the environment will differ depending on factors like the fuel they use, the energy required to manufacture that fuel, and where they’re headed — and all these factors make it difficult to model their environmental impact. For instance, Jeff Bezos has argued that the liquid hydrogen and oxygen fuel Blue Origin uses is less damaging to the environment than the other space competitors (technically, his flight didn’t release carbon dioxide ), but experts told Recode it could still have significant environmental effects . 

There are also other risks we need to keep studying , including the release of soot that could hurt the stratosphere and the ozone. A study from 2010 found that the soot released by 1,000 space tourism flights could warm Antarctica by nearly 1 degree Celsius. “There are some risks that are unknown,” Paul Peeters, a tourism sustainability professor at the Breda University of Applied Sciences, told Recode. “We should do much more work to assess those risks and make sure that they do not occur or to alleviate them somehow — before you start this space tourism business.” Overall, he thinks the environmental costs are reason enough not to take such a trip.

6. Who is regulating commercial space travel?

Right now, the Federal Aviation Administration (FAA) has generally been given the job of overseeing the commercial space industry. But regulation of space is still relatively meager. 

One of the biggest areas of concern is licensing launches and making sure that space flights don’t end up hitting all the other flying vehicles humans launch into the sky, like planes and drones. Just this June, a SpaceX flight was held up after a helicopter flew into the zone of the launch. 

There’s a lot that still needs to be worked out, especially as there are more of these launches. On Thursday, the Senate hosted a hearing with leaders of the commercial space industry focused on overseeing the growing amount of civil space traffic .  

At the same time, the FAA is also overseeing a surging number of spaceports — essentially airports for spaceflight — and making sure there’s enough space for them to safely set up their launches. 

But there are other areas where the government could step in. “I think the cybersecurity aspect will also play a very vital role, so that people don’t get hacked,” Tayur said. The FAA told Recode that the agency has participated in developing national principles for space cybersecurity, but Congress hasn’t given it a specific role in looking at the cybersecurity of space.

At some point, the government might also step in to regulate the environmental impact of these flights, too, but that’s not something the FAA currently has jurisdiction over.

In the meantime, no government agency is currently vetting these companies when it comes to the safety of the human passengers aboard. An FAA official confirmed with Recode that while the agency is awarding licenses to companies to carry humans to space , they’re not actually confirming that these trips are safe. That’s jurisdiction Congress won’t give the agency until 2023. 

There doesn’t seem to be an abundance of travelers’ insurance policies for space. “Passengers basically sign that they’re waiving all their rights,” Whitman Cobb said. “You’re acknowledging that risk and doing it yourself right now.” 

So fair warning, if you decide to shell out hundreds of thousands of dollars for a joyride to space: You’d likely have to accept all responsibility if you get hurt.

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Want to be a space tourist? Here are 6 things to consider first

The industry of space tourism could exist in the future. Image:  Unsplash/NASA

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Stay up to date:.

• In July 2021, entrepreneur Sir Richard Branson and Amazon founder Jeff Bezos went up into space, accompanied by fellow passengers.
• These trips created vast amounts of media coverage and brand recognition for Branson’s Virgin Galactic and Bezos’ Blue Origin.
• This could indicate that a commercial space tourism industry is on the horizon.
• Before space trips become commercially available, important factors such as environmental and safety laws need to be considered.

It’s been a momentous month for space-faring billionaires. On July 11, British entrepreneur Sir Richard Branson’s Unity “rocket-plane” flew him and five fellow passengers about 85 kilometres above Earth. And this week, Amazon founder Jeff Bezos’ New Shepard capsule reached an altitude of 106km , carrying Bezos, his brother, and the oldest and youngest people ever to reach such a height. Passengers on both flights experienced several minutes of weightlessness and took in breathtaking views of our beautiful and fragile Earth.

Both flights created an avalanche of media coverage and brand recognition for Branson’s Virgin Galactic and Bezos’s Blue Origin. There is renewed anticipation of a lucrative commercial space tourism industry that could eventually see thousands of paying passengers journey into space (or not quite into space, depending on your preferred level of pedantry).

This year marks 60 years since Soviet cosmonaut Yuri Gagarin became the first human in space. Since then, almost 600 trained astronauts have gone into outer space, but very few people have become space tourists.

The first, US engineer Dennis Tito, paid a reported US$20 million to spend six days orbiting Earth in the Russian section of the International Space Station in April 2001, after three months’ training at Russia’s Star City complex. He was followed by a handful of other very wealthy “orbital tourists”, most recently Cirque de Soleil founder Guy Laliberté in 2009, whose ticket reportedly cost US$35 million.

Unlike their predecessors, Branson’s and Bezos’ flights were suborbital – they didn’t reach the velocity needed to orbit Earth. Bezos’s entire flight lasted just over 10 minutes. Suborbital flights are much less technically complex, and in theory cheaper (although one seat on the New Shepard flight was auctioned for US$28 million ).

While they might quibble over billionaire bragging rights, there’s no denying that suborbital “space” flights have the potential to be less eye-wateringly expensive than going into orbital outer space and beyond.

But before you sign up – assuming you’re lucky enough to afford it – here are a few things to consider.

Where does space start, anyway?

Have you read, how many space launches does it take to have a serious climate impact, from space squid to saliva: what's inside nasa's cargo missions and why, the big space clean-up - and why it matters.

Despite assertions to the contrary , there is no legal definition of “outer space”, and thus no official boundary where airspace ends and outer space begins. In the past, the International Aeronautical Federation has looked to the von Karman line , but this does not coincide with the boundary of any of the atmosphere’s scientifically defined layers, and the UN Committee on the Peaceful Uses of Outer Space , which deals with such issues, has not yet resolved the question.

Conveniently for Branson, 80km has been proposed by some experts as an appropriate boundary.

Outer space is undeniably influenced by Earthly geopolitics. Essentially, the larger space-faring countries see no need to legally define a boundary that would clearly demarcate the upper limits of their sovereignty.

Will you be an ‘astronaut’?

The 1967 UN Outer Space Treaty designates astronauts as “envoys of (hu)mankind in outer space”. Certainly, that seemed to be the case as the world watched the historic Apollo 11 Moon landing and prayed for a safe return of the stricken Apollo 13 capsule. However, the 1968 UN Rescue Agreement refers to “personnel of a spacecraft”, which may imply not everyone on board should be considered a fully fledged astronaut.

Of course, these legal niceties won’t deter space tourism companies from awarding “astronaut wings” to their passengers.

What laws apply when things go wrong?

The 1986 Challenger and 2003 Columbia shuttle disasters are stark reminders of the dangers of space travel. Human space travel has always involved determining acceptable levels of risk for trained astronauts. But commercial space tourism is different to state-sponsored space programs, and will need the highest possible safety standards.

Commercial space travel will also require a system of responsibility and liability, for cases in which a space tourist suffers injury, loss or damage.

Space tourists (or their families) can’t claim for compensation under the 1972 UN Liability Convention which, in terms of space, applies only to collisions between space objects such as satellites and space debris. While there may be scope to take legal action under national laws, it is likely space tourists will be asked to sign carefully worded waivers of liability.

The same is probably true of international air law , which applies to “aircraft” — a designation space tourism operators will understandably be keen to avoid.

Ultimately, we may need to develop a system of “aerospace law” to govern these suborbital flights as well as “transorbital” transport such as the keenly envisaged flights that might one day take passengers from Sydney to London in just a few hours.

What activities should be allowed in space?

The advent of space tourism will give rise to some interesting ethical questions. Should there be advertising billboards in space? What about casinos, or brothels? On what legal basis should these things be restricted?

How does tourism fit with the underlying philosophy of space law: that the exploration and use of outer space “shall be carried out for the benefit and in the interests of all countries”?

Will space tourism harm the environment?

Space tourism will inevitably put pressure on Earth’s environment – there are claims that space vehicles may one day become the world’s biggest source of carbon dioxide emissions. We will need to manage space traffic carefully to avoid disastrous collisions and steer clear of space debris .

If tourists go to the Moon, they may cause pollution or damage the heritage of earlier exploration, such as Neil Armstrong’s footprints .

Will tourism workers have to live in space?

If space tourism does become truly widespread, it will need infrastructure and perhaps even staff. People may end up living permanently in space settlements, perhaps having children who will be born as “space citizens”. What legal rights would someone have if they were born at a Moon base? Would they be subject to terrestrial laws, or some version of current international legal rules for outer space?

The World Economic Forum was the first to draw the world’s attention to the Fourth Industrial Revolution, the current period of unprecedented change driven by rapid technological advances. Policies, norms and regulations have not been able to keep up with the pace of innovation, creating a growing need to fill this gap.

The Forum established the Centre for the Fourth Industrial Revolution Network in 2017 to ensure that new and emerging technologies will help—not harm—humanity in the future. Headquartered in San Francisco, the network launched centres in China, India and Japan in 2018 and is rapidly establishing locally-run Affiliate Centres in many countries around the world.

The global network is working closely with partners from government, business, academia and civil society to co-design and pilot agile frameworks for governing new and emerging technologies, including artificial intelligence (AI) , autonomous vehicles , blockchain , data policy , digital trade , drones , internet of things (IoT) , precision medicine and environmental innovations .

Learn more about the groundbreaking work that the Centre for the Fourth Industrial Revolution Network is doing to prepare us for the future.

Want to help us shape the Fourth Industrial Revolution? Contact us to find out how you can become a member or partner.

These are obviously questions for the future. But given the excitement generated by the brief journeys of a couple of wealthy entrepreneurs, we should start contemplating them now. Outer space is the new frontier, but it is not — and must not — be a lawless one.

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The Past, Present, and Future of Space Tourism

It’s been more than 20 years since the first space tourist took flight, but there’s a lot more to come in the emerging industry of space tourism..

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Are space vacations in our near future?

Illustration by Delcan & Co.

When Austrian journalist Gerhard Pistor requested to book a trip to the moon in 1964, his travel agency forwarded his query to Pan American World Airways—Pan Am. The now-defunct airline accepted the reservation and noted that the first flights to the moon would take off in the year 2000. So began a years-long space-tourism marketing stunt in which some 93,000 people joined Pan Am’s First Moon Flights Club, a waiting list for the first civilian trips to the moon.

That, of course, never happened. But as the Space Age advanced, space tourism did, too. In 2001, American entrepreneur Dennis Tito became the first true space tourist, launching aboard a Russian Soyuz spacecraft and spending more than a week aboard the International Space Station (ISS)—reportedly spending $20 million to do so.

Today, we’re in a new era of space tourism, with growing numbers of civilians leaving Earth for brief moments through private enterprises focusing on such endeavors. And in the coming decades, we may even see the dawn of regular long-duration space vacations.

The Birth of Space Tourism

After the Apollo era, companies investigated opportunities to send civilians rather than government professionals—that is, NASA astronauts—into space. In the 1970s, manufacturing conglomerate Rockwell International, a contractor for NASA’s Space Shuttle program, researched the possibility of passenger modules that could fit into the payload bay of the Space Shuttle, with similar concepts developed by other companies over the subsequent decade. None came to fruition.

NASA did open up its spaceflights to nongovernment professionals, though, primarily as payload specialists, who were tasked to complete specific in-flight projects by companies outside of NASA. NASA also developed the Teacher in Space and Journalist in Space programs to open up spaceflight to several civilians annually. But the programs were ended after the Challenger disaster in 1986, which killed the first Teacher in Space participant, Christa McAuliffe, along with her six crew members. The program was considered for a revival, but that, too, was ended after a Space Shuttle failure—this one, the fatal Columbia disaster in 2003.

Space tourism finally became successful in 2001 with Tito’s launch to the ISS. That trip was organized by a company called Space Adventures, which ultimately saw eight other space tourists take trips to the ISS through 2009, each launched on a Russian Soyuz spacecraft. But these tourist flights ended after the retirement of NASA’s Space Shuttle program in 2011. Because the only spacecraft capable of human spaceflight at that time was the Soyuz , every seat on every launch was needed for professional astronauts from around the world, and tourism was put on the back burner.

Space Tourism Today

For the past decade, private space tourism companies have been developing spacecraft to take passengers on suborbital flights, which bring them to the edge of space and back down to Earth in relatively short “hops” lasting anywhere from a few minutes to a few hours. By comparison, the first nine Space Adventure clients flew orbital missions that encircled the planet for days.

The method of flight varies by company. Blue Origin , for instance, launches vertically like most rockets, whereas Virgin Galactic flies a rocket-powered space plane that is launched from the belly of a carrier aircraft. While these two companies are the only suborbital companies cleared by the Federal Aviation Administration (FAA) for launches—both have already carried passengers to space—other companies are preparing for liftoff. That includes space-balloon companies Space Perspective and World View , which offer a far more leisurely journey than rocket-powered ascents, gently lifting passengers to high altitudes in a high-tech version of a hot air balloon. Across all suborbital space tourism companies, prices range from approximately $50,000 to $450,000 per seat.

Orbital tourism has also made a comeback, though at far higher prices: tens of millions of dollars per seat. SpaceX , which is contracted by NASA to launch astronauts to the ISS, is also available for private charters. In 2021, entrepreneur Jared Isaacman organized the Inspiration4 mission, the world’s first all-civilian mission, during which he and three crewmates orbited the Earth in a SpaceX Crew Dragon capsule as a fundraiser for St. Jude Children’s Research Hospital. In 2022, SpaceX provided the launch vehicle for the Axiom mission 1 (Ax-1), the world’s first all-civilian mission to the ISS, during which four crew members spent eight days onboard the orbiting research facility.

Space Adventures is also back in business; it organized a flight to the ISS for Japanese entrepreneur Yusaku Maezawa, who traveled to space in December 2021. Maezawa intends to charter SpaceX’s under-development Starship spacecraft for a moon mission called the dearMoon project, taking with him eight civilians on the journey.

What’s Next for Space Tourism

Space tourism remains in its nascent phase, with plenty of work to be done. Existing suborbital companies are still tweaking launch vehicles and increasing launch cadence to approach regularity, while upcoming ones are waiting for FAA approval to begin their operations. And, hopefully, the space tourism companies will eventually be able to reduce the cost of flights, too.

But many enterprises are already eyeing the future when it comes to space tourism—a future in low-Earth orbit (LEO). NASA itself is investing in that future through the Commercial LEO Development Program, through which it is funding the development of private space stations. As NASA and its international partners move toward retiring the ISS in the next decade or so, the agency hopes to rent facilities from private stations that will be able to host not only its professional astronauts but also commercial visitors.

Four projects have received funding from NASA’s Commercial LEO Development Program, including Axiom Space, the company that launched the Ax-1 mission. Axiom has partnered with avant-garde interior designer Philippe Starck to work on its Axiom Station. Another funded project, Starlab by Voyager Space and its subsidiary Nanoracks, has partnered with Hilton to develop astronaut accommodations.

Three of the four companies are expecting to launch their space stations by the end of the decade, but as space programs go, delays are highly likely. (NASA’s current Artemis program, for instance, was hoping to land humans on the moon in 2024, but that deadline has been pushed back to at least 2025.) Still, the future is bright for space tourism and certainly within the realm of reality—all we have to do is wait. And for travelers who have always wished to be among the stars, that wait will be worth it.

We have liftoff: Space Tourism and the Space Economy

The past year has been revolutionary for the space economy, with space tourism finally becoming a reality. While traveling to the stars seemed like a far-fetched dream, companies like SpaceX , Blue Origin and Virgin Galactic have seemingly made it possible, each having flown their first tourist-focused missions in 2021.  

Following the milestone number of successful commercial space launches in 2021, it seems like every week there are new announcements of plans for space travel. With more private citizens than ever before making the trip outside of the Earth’s atmosphere in 2022, it is clear that Space Tourism is now a reality. But what does the emergence of space tourism mean for the space economy?   

What is space tourism?

Simply put, space tourism refers to the activity of traveling into space for recreational purposes. While to many it seems like an unattainable dream, the concept of space tourism isn’t new, with Dennis Tito, the first space tourist, having paid $20 million in 2001 to go to the International Space Station (ISS) aboard the Russian Soyuz spacecraft.   

While approximately 600 people have traveled into space, only a small fraction of them have been space tourists, meaning they traveled into space for leisure or recreational purposes, and not for any scientific research. Between 2001-2009 eight space tourists reached orbit, each of them utilizing government rockets and/or government space stations for their journey. In fact, the 2021 SpaceX voyage was the first all-private mission to orbit with the crew even planning their own itinerary.   

The rapid growth of interest in space tourism has resulted in many companies researching, designing and testing spacecraft to carry tourists to space on a regular basis. Companies such as SpaceX and Virgin Galactic are leading the space tourism industry in outlining plans to deliver various forms of commercial space travel in the near future. Individuals who one daydream of being space tourists will be able to choose from three different types of space travel; suborbital space tourism, orbital space tourism, or lunar space tourism.   

Suborbital Space Tourism

Suborbital space flights will aim to reach an altitude that will qualify as reaching space but will not achieve a full orbit. The spacecraft will fly at low speeds with its trajectory intersecting the atmosphere of the surface and will fall back to the earth after the engines are shut off. Suborbital space tourists will reach altitudes of approximately 100 kilometers and will have a few minutes in space, they will also experience some moments of weightlessness as the spacecraft free falls back to earth.  

The suborbital space tourism market is currently dominated by two competing companies: Virgin Galactic, which debuted on the public market in 2019 and Blue Origin, the private space company funded almost exclusively by Amazon founder Jeff Bezos. Tickets for Virgin Galactic suborbital space flights are being sold at a cost of $450,000 for the 90-minute spaceflight.   

Orbital Space Flights

Orbital space flights will reach altitudes of over 400 kilometers and orbital space tourists tend to spend days or even more than a week in space. The spacecraft will be placed on a trajectory to remain in space for at least one full orbit and should achieve the orbital velocity to remain in the orbital path. Due to the increased length, speed and distance, orbital space flights are significantly more expensive than suborbital space flights, with SpaceX’s four passengers on their September 2021 orbital space flight allegedly paying $50 million per ticket.  

While in the past orbital space tourism has been largely limited to a few flights to the International Space Station that used Russian Soyuz spacecraft, new companies entering the market are making orbital space tourism more possible. SpaceX, founded by Elon Musk, has been the market leader, having launched the first all-private orbital space flight in 2021. 

Lunar Space Tourism

Lunar space tourism aims to complete full trips to the moon with a suitable lunar spacecraft. While no lunar space tourism flights have yet been launched, plans to launch Lunar tourism on the moon’s surface or around it between 2023 and 2043 have been announced.   

SpaceX announced plans for the dearMoon project in 2021, the first ever lunar space tourism mission. The project is being financed by Japanese Billionaire Yusaku Maezawa, with a proposed launch in 2023. It will make use of a SpaceX Starship spacecraft with the aim of achieving a single circumlunar trajectory around the Moon. The mission is expected to last 6 days and is currently looking for eight crew members to take part in this historic project.  

The space economy

The space economy, as defined by OECD , includes the full range of activities and the use of resources that create value and benefits to human beings while exploring, researching, understanding, managing, and utilizing space. It comprises all public and private sectors involved in developing, providing and using space-related outputs, space derived products and services as well as the scientific knowledge that comes from various space research. Space tourism is a small subsector of the larger space industry that is expected to see exponential growth in the coming decades.  

The space economy can be further divided into two categories, space-for-earth and space-for-space activities. Space-for-earth activities are the activities that produce goods or services in space for use on earth. These activities currently dominate the space economy in terms of revenue and include activities such as telecommunications and internet infrastructure, earth observation capabilities, national security satellites, and more. In contrast, space-for-space activities are the activities that produce goods or services in space for use in space. These activities are currently experiencing high levels of growth, with space tourism opening the door for businesses to start creating an array of space-for-space goods and services over the next several decades.   

The space economy is one that is continuously growing and evolving alongside the development of the space sector as well as the further integration of space into our society and economy.  

Current trends in the space industry including the increasing public interest and investment in space activities worldwide, the unprecedented levels of private investment in space ventures, and the growing space industry revenues have led predictions of the space industry being the next trillion-dollar industry by 2040.  

The space tourism market

Space tourism has finally become a reality, and while the ticket cost is still unobtainable to most, the cost of booking a trip to the stars is expected to gradually decrease as companies continue to find new and innovative ways to make space tourism more efficient and inexpensive.   

Due to significant technological innovations coupled with the increased interest in having access to space, the space tourism market is expanding at a rapid growth rate.  

(Graph 1: 2021 Global Space Tourism Market Share)  

The global space tourism market size was valued at USD 598 million in 2021, with the commercial space tourism market dominating in 2021, gaining a market share of 56.7%. In 2021 alone, there were thirteen commercial spaceflight missions undertaken, with Virgin Galactic, Blue Origin, SpaceX, and NASA having undertaken the majority of spaceflight missions to transport non-astronaut individuals across space and bring them back to Earth after a certain period.  

(Graph 2: U.S. Space Tourism Market Size 2020-2030)  

North America led the overall market in 2021, with a market share of 38.3%. The U.S. Space tourism market is the largest globally, valued at USD 191.6 Million in 2021. Factors including advancements in technology, rising interest in space travel, and increased focus on research and development activities for space tourism are some of the factors fueling the growth of the market. The U.S. Space tourism market is expected to expand at a compound annual growth rate (CAGR) of 37.1% from 2022 to 2030, meaning the space tourism market is predicted to be a multi-billion-dollar market in the coming decade.  

The future of Space Tourism  

Space tourism is expected to grow far beyond tourists traveling to space just for the ride, with orbital space flights involving tourists staying in space for a period of time, while the international space station is the only habitable structure in space now, companies have begun to look beyond this.   

Designs for Voyager Station , the first ever space hotel were released in 2019 by the Gateway Foundation. The project is now being overseen by Orbital Assembly Corporation , a space construction company, who has recently taken over the project from the Gateway Foundation and is now aiming to launch two space stations with tourist accommodation: Voyager Station, the original design, as well as a new concept design Pioneer Station . Voyager Station is scheduled to open in 2027 and will accommodate an expected 400 tourists. The Pioneer Station is expected to open in three years, housing 28 tourists at a much smaller capacity. While the international space station is primarily a place of work and research, Orbital Assembly’s space hotel fulfills a different niche; they offer a destination for space tourists. While collaborations between Orbital Assembly and the companies organizing space flight such as Virgin Galactic, Blue Origin and Elon Musk’s company SpaceX have not been publicly announced, they are expected.  

It is likely that space tourism will continue to grow in the years to come, and competition between private space companies for leadership will intensify. There is no doubt that private space tourism will have a substantial economic impact. While space tourism is currently a small subsector of the larger space economy, it will redefine it in the coming decades.   

It is likely that the space tourism industry will evolve during the next decade, as barriers to entry will be reduced, competition will grow, costs will be lowered, and eventually, space travel will be affordable for everyone. The future of space tourism has the ability to positively impact many socioeconomic factors on Earth including creating jobs, educating citizens about space and fostering further innovation in the space economy.  

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Space elevators could get us to Mars in record time — and Japan is planning one for 2050

• A space elevator could make it much cheaper and faster to get goods to other planets, like Mars.
• The Obayashi Corporation based in Japan announced in 2012 plans to begin building one by next year.
• Not only would it cost $100 billion, there are huge technological and organizational challenges.

Imagine a long tether linking Earth to space that could launch us to orbit at a fraction of the cost and slingshot us to other worlds at record speed.

That's the basic idea behind a space elevator .

Instead of taking six to eight months to reach Mars, scientists have estimated a space elevator could get us there in three to four months or even as quickly as 40 days .

The concept of space elevators isn't new, but engineering such a structure would be no easy feat , and many other issues besides technology stand in the way.

That's why the ambition to seriously build one is fairly recent.

The Japan-based company Obayashi Corporation thinks it has the expertise.

Japan aims to build a space elevator by 2050

Known for constructing the world's tallest tower, the Tokyo Skytree , Obayashi Corporation announced in 2012 that it would reach even loftier heights with its own space elevator.

In a report that same year, the company said it would begin construction on the $100-billion project by 2025 and could start operations as early as 2050.

We checked in with Yoji Ishikawa, who wrote the report and is part of the company's future technology creation department, to see how the project is progressing ahead of 2025.

While Ishikawa said the company likely won't start construction next year, it is currently "engaged in research and development, rough design, partnership building, and promotion," he told Business Insider.

Some have doubted such a structure is even possible.

"It's been sort of a kooky idea," said Christian Johnson, who published a report on space elevators last year in the peer-reviewed Journal of Science Policy & Governance.

"That said, there are some people who are real scientists who are really on board with this and really want to make it happen," Johnson said.

A cheaper route to space

Launching humans and objects into space on rockets is extremely expensive. For example, NASA has estimated its four Artemis moon missions will cost $4.1 billion per launch .

The reason is something called the rocket equation . It takes a lot of fuel to get to space, but the fuel is heavy, which increases the amount of fuel you need. "And so you see the kind of vicious cycle there," Johnson said.

With a space elevator, you don't need rockets or fuel.

According to some designs, space elevators would shuttle cargo to orbit on electromagnetic vehicles called climbers. These climbers could be remotely powered — like through solar power or microwaves — eliminating the need for on-board fuel.

In his report for the Obayashi Corporation, Ishikawa wrote that this type of space elevator could help drop the cost of moving goods to space to $57 per pound. Other estimates for space elevators in general have put the price at $227 per pound.

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Even SpaceX's Falcon 9, which, at around $1,227 per pound, is one of the cheaper rockets to launch, is still about five times as expensive as the higher cost estimates for space elevators.

There are other benefits besides cost, too.

There's no danger of a rocket exploding , and the climbers could be zero-emission vehicles, Johnson said. At a relatively leisurely pace of 124 miles per hour, the Obayashi Corporation's climbers would travel slower than rockets with fewer vibrations, which is good for sensitive equipment.

Ishikawa said the Obayashi Corporation sees a space elevator as a new kind of public works project that would benefit all of humankind.

There's not enough steel on Earth to make a space elevator

Right now, one of the biggest obstacles to building a space elevator is what to make the tether or tube from.

To withstand the tremendous tension it would be under, the tube would have to be very thick if it were made out of typical materials, like steel. However, "if you try to build it out of steel, you would need more steel than exists on Earth," Johnson said.

Ishikawa's report suggested Obayashi Corporation might use carbon nanotubes . A nanotube is a rolled-up layer of graphite, the material that's used in pencils.

It's much lighter and is less likely to break under tension compared to steel, so the space elevator could be much smaller, Johnson said. But there's a catch.

While nanotubes are very strong, they're also tiny, a billionth of a meter in diameter. And researchers haven't made them very lengthy. The longest is only about 2 feet.

To be properly balanced while still reaching geosynchronous orbit — where objects stay in sync with Earth's rotation — the tether would need to be at least 22,000 miles long, per Ishikawa's report.

"So we're not there," Johnson said of the nanotube length. "But that doesn't mean it's impossible."

Instead, researchers might need to develop an entirely new material, Ishikawa said.

Other obstacles

Whatever the material turns out to be, there are still other problems.

For instance, a space elevator's tether would be under such incredible tension that it would be prone to snapping, Johnson said. A lightning strike could vaporize it. There's also other weather to consider like tornadoes, monsoons, and hurricanes.

Locating the tether base at the equator would lessen the likelihood of hurricanes , but it would still need to be in the open ocean to make it more difficult for terrorists to target, Johnson said.

It would also take a lot of trips to make up for that giant price tag for construction.

That's only scratching the surface of the challenges. And they can't all be solved by one company, Ishikawa said. "We need partnerships," he said. "We need different industries."

"Of course," Ishikawa said, "raising funds is very essential."

That's a lot of obstacles to overcome to start construction in time for operation by 2050, especially since Ishikawa estimated it would take 25 years to build. He noted that the 2050 estimate always came with caveats about the technology progressing. "It's not our goal or promise," he said, but the company is still aiming for that date.

"I think that those time estimates are optimistic," Johnson said, "even assuming there was a breakthrough tomorrow."

Watch: Why Hot Air Balloons Are So Expensive

• Main content

What is the future of travel?

All aboard! After the pandemic upended life and leisure as we know it, travel is roaring back. The industry is set to make a full recovery by the end of 2024, after losing 75 percent of its value in 2020. Much of this has been so-called “revenge travel,” or people embarking on international or bucket list trips that were delayed by the pandemic. But domestic travel is recovering quickly too and is set to represent 70 percent of travel spending by 2030.

Get to know and directly engage with senior McKinsey experts on travel and tourism

Margaux Constantin is a partner in McKinsey’s Dubai office, Matteo Pacca is a senior partner in the Paris office, and Vik Krishnan is a senior partner in the Bay Area office.

We’ve done a deep dive into the latest travel trends and how industry players can adjust accordingly in The state of travel and hospitality 2024 report. Check out the highlights below, as well as McKinsey’s insights on AI in travel, mass tourism, and much more.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice .

Who are today’s travelers, and what do they want?

In February and March 2024, McKinsey surveyed  5,000 people in China, Germany, the United Arab Emirates (UAE), the United Kingdom, and the United States who had taken at least one leisure trip in the past two years. Here are six highlights from the results of that survey:

• Travel is a top priority, especially for younger generations. Sixty-six percent of travelers we surveyed said they are more interested in travel now than before the COVID-19 pandemic. And millennials and Gen Zers  are traveling more and spending a higher share of their income on travel than their older counterparts.
• Younger travelers are keen to travel abroad. Gen Zers and millennials who responded to our survey are planning nearly an equal number of international and domestic trips in 2024. Older generations are planning to take twice as many domestic trips.
• Baby boomers are willing to spend if they see value. Baby boomers still account for 20 percent of overall travel spending. They are willing to spend on comforts such as nonstop flights. On the other hand, they are more willing to forego experiences to save money while traveling, unlike Gen Zers who will cut all other expense categories before they trim experiences.
• Travel is a collective story, with destinations as the backdrop. Travelers both want to hear other travelers’ stories and share their own. Ninety-two percent of younger travelers were inspired by social media in some shape or form for their last trip.
• What travelers want depends on where they’re from. Sixty-nine percent of Chinese respondents said they plan to visit a famous sight on their next trip, versus the 20 percent of European and North American travelers who said the same. Respondents living in the UAE also favor iconic destinations, as well as shopping and outdoor activities.

Learn more about McKinsey’s  Travel, Logistics, and Infrastructure Practice .

What are the top three travel industry trends today?

Travel is back, but traveler flows are shifting. McKinsey has isolated three major themes for industry stakeholders to consider as they look ahead.

• The bulk of travel spending is close to home. Seventy-five percent of travel spend is domestic. The United States is currently the world’s largest domestic travel market, but China is set to overtake it in the coming years. Stakeholders should make sure they capture the full potential of domestic travelers before turning their attention abroad.
• New markets such as India, Southeast Asia, and Eastern Europe are growing sources of outbound tourism. Indians’ travel spending is expected to grow 9 percent per year between now and 2030; annual growth projections for Southeast Asians and Eastern Europeans are both around 7 percent.
• Unexpected destinations are finding new ways to lure travelers and establish themselves alongside enduring favorites. Rwanda, for example, has capitalized on sustainable tourism by limiting gorilla trekking permits and directing revenue toward conservation.

Introducing McKinsey Explainers : Direct answers to complex questions

For a more in-depth look at these trends, check out McKinsey’s State of travel and hospitality 2024   report .

How will AI change how people travel?

In the 1950s, the introduction of the jet engine dramatically reduced travel times, changing the way people traveled forever. Now AI is upending the industry  in a similarly fundamental way. Industry players down to individual travelers are using advances in generative AI (gen AI) , machine learning , and deep learning  to reimagine what it means to plan, book, and experience travel. “It’s quite clear,” says McKinsey partner Vik Krishnan , “that gen AI significantly eases  the process of travel discovery.”

For travel companies, the task now is to rethink how they interact with customers, develop products and services, and manage operations in the age of AI. According to estimates by McKinsey Digital, companies that holistically address digital and analytics opportunities have the potential to see an earnings improvement of up to 25 percent .

McKinsey and Skift Research interviewed executives from 17 companies across five types of travel business. Here are three key findings on how travel companies can reckon with emerging technologies, drawn from the resulting report The promise of travel in the age of AI :

• Segmentation. Companies can use AI to create hyperspecific customer segments to guide how they interact with and serve customers. Segmentation can be based on a single macro characteristic (such as business versus leisure), or it can be so specific as to relate to just one customer.
• Surprise and delight. In the travel context, gen AI could take the form of digital assistants that interact with customers throughout their journeys, providing personalized trip itineraries and tailored recommendations and helping to resolve unexpected disruptions.
• Equipping workers better. AI tools can free up frontline workers’ time, allowing them to focus more on personal customer interactions. These tools can also shorten the training time for new hires and quickly upskill  the existing workforce.

AI is important, yes. But, according to Ella Alkalay Schreiber, general manager (GM) of fintech at Hopper, “The actual challenge is to understand the data, ask the right questions, read prediction versus actual, and do this in a timely manner. The actual challenge is the human thinking, the common sense .”

How is mass tourism changing travel?

More people are traveling than ever before. The most visited destinations are experiencing more concentrated flows of tourists ; 80 percent of travelers visit just 10 percent of the world’s tourist destinations. Mass tourism can encumber infrastructure, frustrate locals, and even harm the attractions that visitors came to see in the first place.

Tourism stakeholders can collectively look for better ways to handle visitor flows before they become overwhelming. Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

For one thing, destinations should understand their carrying capacity of tourists—that means the specific number of visitors a destination can accommodate before harm is caused to its physical, economic, or sociocultural environment. Shutting down tourism once the carrying capacity is reached isn’t always possible—or advisable. Rather, destinations should focus on increasing carrying capacity to enable more growth.

Next, destinations should assess their readiness to handle mass tourism and choose funding sources and mechanisms that can address its impacts. Implementing permitting systems for individual attractions can help manage capacity and mitigate harm. Proceeds from tourism can be reinvested into local communities to ensure that residents are not solely responsible for repairing the wear and tear caused by visitors.

After risks and funding sources have been identified, destinations can prepare for growing tourist volumes in the following ways:

• Build and equip a tourism-ready workforce to deliver positive tourism experiences.
• Use data (gathered from governments, businesses, social media platforms, and other sources) to manage visitor flows.
• Be deliberate about which tourist segments to attract (business travelers, sports fans, party groups, et cetera), and tailor offerings and communications accordingly.
• Distribute visitor footfall across different areas, nudging tourists to visit less-trafficked locations, and during different times, promoting off-season travel.
• Be prepared for sudden, unexpected fluctuations triggered by viral social media and cultural trends.
• Preserve cultural and natural heritage. Engage locals, especially indigenous people, to find the balance between preservation and tourism.

How can the travel sector accelerate the net-zero transition?

Global warming is getting worse, and the travel sector contributes up to 11 percent of total carbon emissions. Many consumers are aware that travel is part of the problem, but they’re reticent to give up their trips: travel activity is expected to soar by 85 percent  from 2016 to 2030. Instead, they’re increasing pressure on companies in the travel sector to achieve net zero . It’s a tall order: the range of decarbonization technologies in the market is limited, and what’s available is expensive.

But decarbonization doesn’t have to be a loss-leading proposition. Here are four steps  travel companies can take toward decarbonization that can potentially create value:

• Identify and sequence decarbonization initiatives. Awareness of decarbonization levers is one thing; implementation is quite another. One useful tool to help develop an implementation plan is the marginal abatement cost curve pathway framework, which provides a cost-benefit analysis of individual decarbonization levers and phasing plans.
• Partner to accelerate decarbonization of business travel. Many organizations will reduce their business travel, which accounts for 30 percent of all travel spend. This represents an opportunity for travel companies to partner with corporate clients on decarbonization. Travel companies can support their partners in achieving their decarbonization goals by nudging corporate users to make more sustainable choices, while making reservations and providing data to help partners track their emissions.
• Close the ‘say–do’ gap among leisure travelers. One McKinsey survey indicates that 40 percent of travelers globally say they are willing to pay at least 2 percent more for carbon-neutral flights. But Skift’s latest consumer survey reveals that only 14 percent  of travelers said they actually paid more for sustainable travel options. Travel companies can help close this gap by making sustainable options more visible during booking and using behavioral science to encourage travelers to make sustainable purchases.
• Build new sustainable travel options for the future. The travel sector can proactively pioneer sustainable new products and services. Green business building will require companies to create special initiatives, led by teams empowered to experiment without the pressure of being immediately profitable.

What’s the future of air travel?

Air travel is becoming more seasonal, as leisure travel’s increasing share of the market creates more pronounced summer peaks. Airlines have responded by shifting their schedules to operate more routes at greater frequency during peak periods. But airlines have run into turbulence when adjusting to the new reality. Meeting summer demand means buying more aircraft and hiring more crew; come winter, these resources go unutilized, which lowers productivity . But when airlines don’t run more flights in the summer, they leave a lot of money on the table.

How can airlines respond to seasonality? Here are three approaches :

• Mitigate winter weakness by employing conventional pricing and revenue management techniques, as well as creative pricing approaches (including, for example, monitoring and quickly seizing on sudden travel demand spikes, such as those created by a period of unexpectedly sunny weather).
• Adapt to seasonality by moving crew training sessions to off-peak periods, encouraging employee holiday taking during trough months, and offering workers seasonal contracts. Airlines can also explore outsourcing of crew, aircraft, maintenance, and even insurance.
• Leverage summer strengths, ensuring that commercial contracts reflect summer’s higher margins.

How is the luxury travel space evolving?

Quickly. Luxury travelers are not who you might expect: many are under the age of 60 and not necessarily from Europe or the United States. Perhaps even more surprisingly, they are not all millionaires: 35 percent of luxury-travel spending is by travelers with net worths between $100,000 and $1 million. Members of this group are known as aspirational luxury travelers, and they have their own set of preferences. They might be willing to spend big on one aspect of their trip—a special meal or a single flight upgrade—but not on every travel component. They prefer visibly branded luxury and pay close attention to loyalty program points and benefits .

The luxury-hospitality space is projected to grow faster than any other segment, at 6 percent per year  through 2025. And competition for luxury hotels is intensifying too: customers now have the option of renting luxurious villas with staff, or booking nonluxury hotels with luxury accoutrements such as rainfall showerheads and mattress toppers.

Another critical evolution is that the modern consumer, in the luxury space and elsewhere, values experiences over tangible things (exhibit).

Luxury properties may see more return from investing in a culture of excellence—powered by staff who anticipate customer needs, exceed expectations, create cherished memories, and make it all feel seamless—than in marble floors and gold-plated bath fixtures. Here are a few ways luxury properties can foster a culture of excellence :

• Leaders should assume the role of chief culture officer. GMs of luxury properties should lead by example, to help nurture a healthy and happy staff culture, and listen and respond to staff concerns.
• Hire for personalities, not resumes. “You can teach someone how to set a table,” said one GM we interviewed, “but you can’t teach a positive disposition.”
• Celebrate and reward employees. Best-in-class service is about treating customers with generosity and care. Leaders in the service sector can model this behavior by treating employees similarly.
• Create a truly distinctive customer experience . McKinsey research has shown that the top factor influencing customer loyalty in the lodging sector is “an experience worth paying more for”—not the product. Train staff to focus on tiny details as well as major needs to deliver true personalization.

What’s the latest in travel loyalty programs?

Loyalty programs are big business . They’ve evolved past being simply ways to boost sales or strengthen customer relationships; now, for many travel companies, they are profit centers in their own right. One major development was that travel companies realized they could sell loyalty points in bulk to corporate partners, who in turn offered the points to their customers as rewards. In 2019, United’s MileagePlus loyalty program sold $3.8 billion worth of miles to third parties, which accounted for 12 percent of the airline’s total revenue for that year. In 2022, American Airlines’ loyalty program brought in $3.1 billion in revenue, and Marriott’s brought in $2.7 billion.

But as this transition has happened, travel players have shifted focus away from the original purpose of these programs. Travel companies are seeing these loyalty programs primarily as revenue generators, rather than ways to improve customer experiences . As a result, loyalty program members have become increasingly disloyal. Recent loyalty surveys conducted by McKinsey revealed a steep decline in the likelihood that a customer would recommend airline, hotel, and cruise line loyalty programs to a friend. The same surveys also found that airline loyalty programs are driving fewer customer behavior changes than they used to.

So how can travel brands win customers’ loyalty back? Here are three steps to consider:

• Put experience at the core of loyalty programs. According to our 2023 McKinsey Travel Loyalty Survey , American respondents said they feel more loyal to Amazon than to the top six travel players combined, despite the absence of any traditional loyalty program. One of the reasons for Amazon’s success may be the frictionless experience it provides customers. Companies should strive to design loyalty programs around experiential benefits that make travelers feel special and seamlessly integrate customer experiences between desktop, mobile, and physical locations.
• Use data to offer personalization  to members. Travel brands have had access to customer data for a long time. But many have yet to deploy it for maximum value. Companies can use personalization to tailor both experiences and offers for loyalty members; our research has shown that 78 percent  of consumers are more likely to make a repeat purchase when offered a personalized experience.
• Rethink partnerships. Traditionally, travel companies have partnered with banks to offer cobranded credit cards. But many credit card brands now offer their own, self-branded travel rewards ecosystems. These types of partnerships may have diminishing returns in the future. When rethinking partnerships, travel brands should seek to build richer connections with customers, while boosting engagement. Uber’s partnership with Marriott, for example, gives users the option to link the brands’ loyalty programs, tapping into two large customer bases and providing more convenient travel experiences.

In a changing travel ecosystem, travel brands will need to ask themselves some hard questions if they want to earn back their customers’ loyalty.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice . And check out travel-related job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

• “ Updating perceptions about today’s luxury traveler ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ Now boarding: Faces, places, and trends shaping tourism in 2024 ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ Destination readiness: Preparing for the tourist flows of tomorrow ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ How the world’s best hotels deliver exceptional customer experience ,” March 18, 2024, Ryan Mann , Ellen Scully, Matthew Straus, and Jillian Tellez Holub
• “ How airlines can handle busier summers—and comparatively quiet winters ,” January 8, 2024, Jaap Bouwer, Ludwig Hausmann , Nina Lind , Christophe Verstreken, and Stavros Xanthopoulos
• “ Travel invented loyalty as we know it. Now it’s time for reinvention. ,” November 15, 2023, Lidiya Chapple, Clay Cowan, Ellen Scully, and Jillian Tellez Holub
• “ What AI means for travel—now and in the future ,” November 2, 2023, Alex Cosmas  and Vik Krishnan
• “ The promise of travel in the age of AI ,” September 27, 2023, Susann Almasi, Alex Cosmas , Sam Cowan, and Ben Ellencweig
• “ The future of tourism: Bridging the labor gap enhancing customer experience ,” August 1, 2023, Urs Binggeli, Zi Chen, Steffen Köpke, and Jackey Yu
• “ Hotels in the 2030s: Perspectives from Accor’s C-suite ,” July 27, 2023, Aurélia Bettati
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• “ Rebooting customer experience to bring back the magic of travel ,” September 21, 2021, Vik Krishnan , Kevin Neher, Maurice Obeid , Ellen Scully, and Jules Seeley

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Liftoff nasa astronauts pilot first starliner crewed test to station.

Tiernan P. Doyle

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Editor’s note: This release was updated June 6, 2024, to reflect new times for Thursday’s activities including docking, hatch opening, welcome remarks, and a post-docking news conference. A previously planned Earth to space call that evening with crew and NASA leadership also was postponed.

Editor’s note: This release was updated June 5, 2024, to include instructions on how to attend the post-docking briefing on Thursday, June 6.

NASA astronauts Butch Wilmore and Suni Williams are safely in orbit on the first crewed flight test aboard Boeing’s Starliner spacecraft bound for the International Space Station.

As part of NASA’s Boeing Crew Flight Test, the astronauts lifted off at 10:52 a.m. EDT Wednesday on a ULA (United Launch Alliance) Atlas V rocket from Space Launch Complex-41 at Cape Canaveral Space Force Station in Florida on an end-to-end test of the Starliner system.

“Two bold NASA astronauts are well on their way on this historic first test flight of a brand-new spacecraft,” said NASA Administrator Bill Nelson. “Boeing’s Starliner marks a new chapter of American exploration. Human spaceflight is a daring task – but that’s why it’s worth doing. It’s an exciting time for NASA, our commercial partners, and the future of exploration. Go Starliner, Go Butch and Suni!”

As part of NASA’s Commercial Crew Program , the flight test will help validate the transportation system, launch pad, rocket, spacecraft, in-orbit operations capabilities, and return to Earth with astronauts aboard as the agency prepares to certify Starliner for rotational missions to the space station. Starliner previously flew two uncrewed orbital flights, including a test to and from the space station, along with a pad abort demonstration.

“With Starliner’s launch, separation from the rocket, and arrival on orbit, Boeing’s Crew Flight Test is right on track,” said Mark Nappi, vice president and program manager of Boeing’s Commercial Crew Program. “Everyone is focused on giving Suni and Butch a safe, comfortable, ride and performing a successful test mission from start to finish.”

During Starliner’s flight, Boeing will monitor a series of automatic spacecraft maneuvers from its mission control center in Houston. NASA teams will monitor space station operations throughout the flight from the Mission Control Center at the agency’s Johnson Space Center in Houston.

“Flying crew on Starliner represents over a decade of work by the Commercial Crew Program and our partners at Boeing and ULA,” said Steve Stich, manager, Commercial Crew Program, at NASA’s Johnson Space Center in Houston. “For many of us, this is a career-defining moment bringing on a new crew transportation capability for our agency and our nation. We are going to take it one step at a time, putting Starliner through its paces, and remaining vigilant until Butch and Suni safely touch down back on Earth at the conclusion of this test flight.”

Starliner will autonomously dock to the forward-facing port of the station’s Harmony module at approximately 12:15 p.m. Thursday, June 6, and remain at the orbital laboratory for about a week.

Wilmore and Williams will help verify the spacecraft is performing as intended by testing the environmental control system, the displays and control system, and by maneuvering the thrusters, among other tests during flight.

After a safe arrival at the space station, Wilmore and Williams will join the Expedition 71 crew of NASA astronauts Michael Barratt, Matt Dominick, Tracy C. Dyson, and Jeanette Epps, and Roscosmos cosmonauts Nikolai Chub, Alexander Grebenkin, and Oleg Kononenko.

NASA’s arrival and in-flight event coverage is as follows (all times Eastern and subject to change based on real-time operations):

Mission coverage will continue on NASA Television channels throughout Starliner’s flight and resume on NASA+ prior to docking.

Thursday, June 6 9:30 a.m. – Arrival coverage begins on NASA+ , the NASA app , and YouTube , and continues on NASA Television and the agency’s website .

1:34 p.m. – Docking

3:20 p.m. – Hatch opening with welcome remarks to follow

5 p.m. – Post-docking news conference at NASA Johnson with the following participants:

• NASA Associate Administrator Jim Free
• Steve Stich, manager, NASA’s Commercial Crew Program
• Jeff Arend, manager for systems engineering and integration, NASA’s International Space Station Office
• Mark Nappi, vice president and program manager, Commercial Crew Program, Boeing

Coverage of the post-docking news conference will air live on NASA+ , NASA Television, the NASA app , YouTube , and the agency’s website .

To attend the post-docking briefing, U.S. media must contact the NASA Johnson newsroom at: [email protected]  or 281-483-5111 by 3 p.m. Thursday, June 6. To join by phone, media must contact the NASA Johnson newsroom by 3:30 p.m. Thursday, June 6.

Coverage of the Earth to space call will air live on NASA+ , NASA Television, the NASA app , YouTube , and the agency’s website .

Saturday, June 8

8:50 a.m. – NASA astronauts Wilmore and Williams will provide a tour of Starliner.

Coverage of the in-orbit event will stream live on NASA+ , NASA Television, the NASA app , YouTube , and the agency’s website .

Monday, June 10

11 a.m. – Williams will speak to students from Sunita L. Williams Elementary School in Needham, Massachusetts, in an event aboard the space station.

Tuesday, June 11

3:15 p.m. – Wilmore will speak to students from Tennessee Tech University in an event aboard the space station.

Meet NASA’s Crew

Wilmore is the commander for the mission. A veteran of two spaceflights, Wilmore has 178 days in space under his belt. In 2009, he served as a pilot aboard space shuttle Atlantis for the STS-129 mission. Additionally, Wilmore served as a flight engineer for Expedition 41 until November 2014, when he assumed command of the space station after arrival of the Expedition 42 crew. He returned to Earth the following March. Prior to his selection by NASA in 2000, the father of two obtained both his bachelor’s degree and master’s degree in Electrical Engineering from Tennessee Technological University, Cookeville, before graduating with another master’s degree in Aviation Systems from the University of Tennessee, Knoxville. He is also a graduate of the United States Naval Test Pilot School, Patuxent River, Maryland, and has completed four operational deployments during his tenure as a fleet naval officer and aviator.

Williams is the spacecraft pilot for the flight test. Williams has spent 322 days in space across two missions: Expedition 14/15 in 2006 through 2007, and Expedition 32/33 in 2012. The Massachusetts native also conducted seven spacewalks, totaling 50 hours and 40 minutes. Before her career began with NASA in 1998, Williams graduated with her bachelor’s degree in Physical Science from the U.S. Naval Academy, Annapolis, Maryland, before obtaining her master’s degree in Engineering Management from the Florida Institute of Technology, Melbourne. In total, she has logged more than 3,000 flight hours in over 30 different aircraft.

NASA’s Commercial Crew Program has delivered on its goal of safe, reliable, and cost-effective transportation to and from the International Space Station from the United States through a partnership with American private industry. This partnership is changing the arc of human spaceflight history by opening access to low Earth orbit and the space station to more people, science, and commercial opportunities. The space station remains the springboard to NASA’s next great leap in space exploration, including future missions to the Moon under Artemis and, eventually, Mars.

Learn more about NASA’s Commercial Crew program at:

https://www.nasa.gov/commercialcrew

Josh Finch / Jimi Russell / Claire O’Shea Headquarters, Washington 202-358-1100 [email protected] / [email protected] / claire.a.o’[email protected]

Steven Siceloff / Danielle Sempsrott / Stephanie Plucinsky Kennedy Space Center, Florida 321-867-2468 [email protected] / [email protected] / [email protected]

Leah Cheshier Johnson Space Center, Houston 281-483-5111 [email protected]

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Elon Musk's SpaceX Starship survives re-entry into Earth's atmosphere after launch from Texas

SpaceX's giant Starship rocket has survived re-entry through Earth's atmosphere on Thursday and splashed down in the Indian Ocean as planned during its fourth test mission after launching from south Texas.

The two-stage spacecraft, consisting of the Starship cruise vessel mounted atop its towering Super Heavy rocket booster, broke apart during its last attempt in March to survive a blazingly hot re-entry through Earth's atmosphere.

But the craft survived its re-entry on Thursday, a SpaceX live stream showed.

"Despite loss of many tiles and a damaged flap, Starship made it all the way to a soft landing in the ocean!" SpaceX CEO Elon Musk posted on social media after the splashdown.

The world's largest and most powerful rocket — at 121 metres tall — was empty as it soared above the Gulf of Mexico and headed east. 

The spacecraft on top was aiming for a half-lap around the planet with a splashdown in the Indian Ocean, once it ditched the first-stage booster in the gulf.

This time, SpaceX was looking to avoid explosions by controlling the descents.

SpaceX came close in March, but lost contact with the spacecraft as it careened out of space and blew up short of its goal. 

The booster also ruptured in flight, about 400 metres above the gulf.

Last year's two test flights ended in explosions shortly after blasting off from the southern tip of Texas near the Mexican border. 

The first one cratered the pad at Boca Chica Beach and hurled debris for thousands of metres.

SpaceX upgraded the software and made some rocket-flyback changes to improve the odds.

The Federal Aviation Administration signed off Tuesday local time on this fourth demo, saying all safety requirements had been met.

Starship is designed to be fully reusable.

That is why SpaceX wants to control the booster's entry into the gulf and the spacecraft's descent into the Indian Ocean — it is intended as practice for planned future landings. 

Nothing will be recovered from Thursday's flight.

NASA has ordered a pair of Starships for two Moon landing missions by astronauts, on tap for later this decade. 

Each Moon crew will rely on NASA's own rocket and capsule to leave Earth, but meet up with Starship in lunar orbit for the ride down to the surface.

SpaceX already is selling tourist trips around the Moon. 

The first private lunar customer, a Japanese tycoon, pulled out of the trip with his entourage last week, citing the oft-delayed schedule.

SpaceX's founder and CEO also has grander plans: Mr Musk envisions fleets of Starships launching people and the infrastructure necessary to build a city on Mars.

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2024 Total Eclipse: Where & When

Eclipse explorer.

For a mobile-friendly or full-screen version of this interactive map, visit go.nasa.gov/EclipseExplorer .

The Monday, April 8, 2024, total solar eclipse crossed North America, passing over Mexico, the United States, and Canada. The total solar eclipse began over the South Pacific Ocean. Weather permitting, the first location in continental North America that experienced totality is Mexico’s Pacific coast at around 11:07 a.m. PDT.

The path of the eclipse continued from Mexico, entering the United States in Texas, and traveled through Oklahoma, Arkansas, Missouri, Illinois, Kentucky, Indiana, Ohio, Pennsylvania, New York, Vermont, New Hampshire, and Maine. Small parts of Tennessee and Michigan also experienced the total solar eclipse. The eclipse entered Canada in Southern Ontario, and continued through Quebec, New Brunswick, Prince Edward Island, and Cape Breton. The eclipse exited continental North America on the Atlantic coast of Newfoundland, Canada, at 5:16 p.m. NDT.

This table provides the time that totality began in some U.S. cities in the path of totality. These areas also experienced a partial eclipse before and after these times.

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