While surveys show the very rich are not skimping on holiday spending, they are turning increasingly to “experiential” trips in the developing world, often with a charitable component, according to The Wall Street Journal.

High-end travel firms, such as Kuoni and Abercrombie & Kent, are seeing increased business for tours of impoverished areas in Southeast Asia and Africa. The latter recently formed A&K Philanthropy, which organizes trips to development projects supported by the company.