Heritage, comfort and emotional connection are overtaking extravagance as the defining traits of modern luxury, according to PoB Hotels’ 2026 Luxury Travel Trends and Insights report.
The study, conducted with market research firm Altiant, found that affluent travellers now value experiences that feel “personal, restorative and real” over displays of wealth. Nearly half of respondents said their definition of luxury has changed in recent years, with time, space and authenticity becoming more important than status or spectacle.
Three-quarters of high-net-worth travellers ranked heritage as their leading motivation when booking a luxury break, ahead of food, wellness and nature. Britain’s history and cultural depth were identified as key differentiators, with castles, coastlines and countryside rivalling international destinations.
Comfort and quiet have also become central to the high-end experience. POB said almost eight in 10 travellers described peace and rest as “essential” or “very important” to their holiday choice, with many seeking hidden or lesser-known locations that offer privacy and calm.
The report highlights a notable rise in domestic tourism, with more than half of respondents taking three or more UK breaks last year and nearly six in 10 planning to do so again in 2026. PoB Hotels said “climate confidence”, global disruption and a renewed appreciation for local heritage are driving the trend.
Despite wider economic uncertainty, travel budgets remain resilient. Some 42% of affluent travellers expect to spend more on UK breaks next year, while only 5% plan to cut back. PoB described holidays as a “non-negotiable investment” in wellbeing and relationships.
Dining continues to shape the luxury experience, with guests judging hotels on provenance and creativity as much as taste. The report found strong demand for both relaxed and refined dining, and a growing appetite for experiences such as chef’s tables, vineyard visits and foraging walks.
Meanwhile, spontaneity has emerged as a new status symbol. Although most travellers claim to book one to three months in advance, hotels reported that up to three-quarters of reservations now arrive at short notice.
PoB Hotels chief executive Kalindi Juneja said the findings reflect “a profound rebalancing of priorities”.
She added: “True luxury today is not about what can be displayed, but about how deeply an experience makes people feel.”
The research, based on responses from more than 1,600 affluent and high-net-worth individuals in the UK, suggests that Britain’s luxury travel market is increasingly defined by discernment, depth and connection — values PoB says will continue to shape the sector in the years ahead.
