Virtuoso’s 2026 Luxe Report Reveals What’s Next for High-End Travel
Affluent travelers are spending more but seeking meaning over excess, according to Virtuoso’s 2026 Luxe Report, which charts five key shifts redefining what luxury travel looks like next year.
Photo: Unma Desai / Unsplash
Virtuoso’s latest Luxe Report points to a decisive evolution in luxury travel: Spending is staying strong, but discernment is the new currency. The 2026 survey—the most comprehensive to date, with 2,485 responses across more than 50 countries—captures a market where affluent travelers are willing to pay more, yet expect greater value, personalization, and purpose in return.
Nearly half of respondents forecast a modest rise in travel demand next year, while more than half predict higher per-trip spending. But according to Virtuoso, clients are no longer chasing “luxury for its own sake.” The new motivators are meaning, restoration, and depth—an ethos reflected in the year’s top five trends.
“Crowd Control” tops the list. In an era of climate anxiety and overtourism fatigue, open space and mild weather have become defining luxuries. Advisors cite growing interest in Greenland, Iceland, and Antarctica, as well as Bhutan’s controlled-visitor model and shoulder-season trips to Italy and France. Forty-five percent of respondents reported that clients are adjusting their plans due to climate change, often by seeking moderate climates or off-peak timing.
“Main Character Synergy” highlights the entertainment industry’s influence as a catalyst for travel. Series like The White Lotus and House of the Dragon, along with K-dramas and K-pop fandoms, are inspiring travelers to trace cinematic backdrops in Sicily, Cornwall, and Seoul—then stay for the culture, food, and art behind the scenes.
“From FOMO to ‘Slow-mo,’” another shift is underway. Once-in-a-lifetime experiences—Kenya’s Great Migration, the Galápagos, Patagonia—are still driving bookings, but clients increasingly want to linger. Longer safaris, extended river-cruise port calls, and multi-week itineraries through Argentina or Peru speak to a broader desire to slow down.
The debut of “Unlimited Luxe” reflects how the concept of “all-inclusive” has evolved into ultraluxe. Forty-five percent of advisors report increased demand for fully bundled experiences that cover private transfers, Michelin-level dining, and resort buyouts. Milestone celebrations and privacy are key drivers.
Finally, the “Healthy Wealthy” underscores how wellness has become an investment category. Clients are seeking everything from Ayurvedic programs in India to silent retreats in the Canadian Rockies—often traveling across generations to reset together.
Among rising destinations, Iceland, Antarctica, and Norway lead, followed by Morocco, Egypt, and Vietnam. Japan ranks just behind Italy as the top global destination overall, while Riga, Latvia, and Albania’s Riviera are emerging as fresh alternatives.
