How affluent travellers are redefining value, purpose and place in their journeys
Nov 20, 2025
Luxury travel in 2026 is shifting away from excess for its own sake and toward meaningful, tailored experiences, according to the Virtuoso Luxe Report. Drawing on insights from over 2,400 travel advisors across more than 50 countries, the report reveals that while spending remains strong, travellers are increasingly seeking comfort, authenticity, and conscious choices. The report highlights five major trend-vectors — from “crowd control” destinations to wellness-led escapes — and identifies the destinations, motivations and behaviours shaping the year ahead. These insights underscore how luxury travel is evolving in tandem with broader social, environmental and demographic shifts.
Key takeaways
- High demand, mindful spend: Luxury travel demand is expected to rise slightly to significantly, with 67 % of advisors anticipating increases in bookings, while 55 % expect higher spend per trip and 28 % foresee spending holding steady.
- Crowd control and climate flex: Travellers are prioritising less-crowded, moderate-weather and off-peak locations — 45 % of advisors say clients are changing plans due to climate concerns; 76 % of those opting for shoulder-season or off-peak travel.
- Media-fuelled cultural immersion: Destinations featured in film, television and social media — and the immersive experiences around them — are rising in appeal; culture, local markets and authenticity are increasingly central.
- From FOMO to slow-mo: While the urgency to travel (FOMO) remains a driver, once on-site guests are opting for slower, deeper stays — smaller camps, longer port calls, immersive local time.
- Ultraluxe re-defined: “Unlimited luxe” is now about seamless inclusion of every detail — private transfers, full-service experiences, exclusive access. Advisors report 45 % are seeing increased ultraluxe requests.
- Wellness as wealth: Health, resilience and self-discovery are leading travellers to wellness-focused trips across generations — from silent retreats to surf-and-yoga escapes. Wellness now ranks as the second-most requested experience for solo travellers.
- Destination shifts: Classic luxury markets like Italy and France remain popular, but emerging interest is strong for places like Iceland, Antarctica, Morocco and Vietnam. Japan features highly across categories (global, family, solo, honeymoon).
- Advisor relevance grows: As travellers seek curated, meaningful experiences amid rising costs, the role of trusted advisors and networks becomes more pivotal in designing trips aligned with personal values and preferences.
Get the full report at Virtuoso
