The 2026 Virtuoso Luxe Report reveals that luxury travellers are prioritising meaningful and restorative experiences over opulence, with trends such as all-inclusive breaks, cultural immersion, and wellness-focused journeys gaining popularity
As the rising cost of living continues to affect us all, travellers are increasingly seeking value for their money, with a significant shift towards slow-paced travel and ultraluxe experiences.
The 2026 Virtuoso Luxe Report provides an in-depth look at the evolving preferences of luxury travellers. Based on insights from leading agencies and advisors, the report highlights emerging trends that are expected to shape the travel landscape in the coming year as well as the top destinations for the year ahead.
As travellers become more discerning, there is a growing emphasis on meaningful, restorative, and deeply personal journeys.
Shifting Priorities in Luxury Travel
Luxury travellers are no longer content with opulence for its own sake. Instead, they are slowing down to savour each moment, curating journeys that offer personal significance and restorative experiences. While travellers are willing to spend more to enhance their experiences, there is an increasing demand for value, especially amid rising costs.
According to the report, 67% of Virtuoso advisors anticipate a rise in travel demand next year, with 55% predicting at least a modest increase in spending per trip.
The 10 biggest travel trends to lookout for in 2026:
1. Family travel (immediate family)
2. Multigenerational family travel
3. Active / adventure trips
4. Cultural immersion
5. Expedition cruising
6. Authenticity
7. Beach resort stays
8. Ocean cruising
9. Food, wine and high-end spirits travel
10. River cruising
The predicted 10 most popular global destinations for 2026:
1. Italy
2. Japan
3. Greece
4. France
5. Croatia
6. Portugal
7. Spain
8. South Africa
9. Australia
10. Canada
Key Trends in 2026
The Luxe Report identifies five key trends that upscale globetrotters are embracing in 2026:
1. Crowd Control: The desire to avoid overtourism has made comfortable climates and uncrowded destinations the new luxury. Travellers are increasingly interested in destinations such as Greenland, Iceland, Norway and Antarctica. A significant number of Virtuoso advisors report that clients are adjusting plans due to climate change, with many opting for shoulder-season or off-peak travel.
2. Main Character Synergy: Entertainment, particularly film and TV, is a strong catalyst for adventure, sparking curiosity and cultural immersion. Destinations featured in popular shows like “The White Lotus” and “KPop Demon Hunters” are becoming must-sees. This trend aligns with the rise of cultural immersion as a top trend for 2026, encouraging travelers to explore local cultures through food tours and authentic experiences.
3. Longer breaks: The fear of missing out is driving extraordinary adventures, especially among Boomers and Gen X. However, once travellers arrive, there is a shift towards a slower pace. Travellers are opting for longer stays in destinations, such as river cruises with extended port stays and smaller safari camps for unhurried wildlife watching.
4. Unlimited inclusivity: The demand for ultraluxe travel is on the rise, with 45% of advisors noting an increase in requests. Ultraluxe is defined by seamless inclusivity, covering everything from private transfers and Michelin-level dining to resort buyouts with personalised services.
5. The Healthy Wealthy: Wellness-focused journeys are gaining popularity as travellers seek balance and resilience. These trips often span generations and include activities like Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica, and silent retreats in the Canadian Rockies. Wellness is now the second-most requested experience for solo travellers, with a booming industry that shows no sign of slowing down.
Survey Insights
The findings of the 2026 Virtuoso Luxe Report are based on a survey of over 2,400 travel advisors from Virtuoso-affiliated agencies across North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa, and the Middle East. These advisors drew on their extensive knowledge, professional experience, and client requests to identify the top trends for 2026.
Conclusion
The 2026 Virtuoso Luxe Report highlights a significant shift in luxury travel, with travelers prioritizing meaningful and restorative experiences over traditional notions of luxury.
As the industry adapts to these changing preferences, destinations and travel providers will need to focus on offering value, personalization, and sustainable options to meet the demands of discerning travelers.
View the full report via static.virtuoso.com
