From crowd-free itineraries to multigenerational adventures, the 2026 Virtuoso Luxe Trend Report reveals how high-end travel is becoming more personal, purposeful, and experience-driven.
In an era where luxury means more than fine hotels and first-class flights, the newly released 2026 Virtuoso Luxe Trend Report offers a window into how affluent travellers are planning to explore the world in the year ahead. Drawing on insights from more than 2,400 travel advisors across 58 countries within the Virtuoso network, the report looks beyond destinations alone, focusing instead on how people want to travel.
The big takeaway from the 2026 report is that luxury travel is becoming more personal and more intentional. Travellers are still willing to invest, but they want those investments to translate into experiences that feel meaningful, restorative, and genuinely memorable — not just impressive on paper.
Top Travel Trends to Watch
According to the report, ten key motivations are shaping how luxury travellers plan their journeys in the year ahead:
Family and Multigenerational Travel
Trips are increasingly designed to be shared, with families travelling together across generations to create lasting memories.Active and Adventure Travel
From remote hikes to wildlife encounters, adventure remains central — especially when paired with comfort, expertise, and thoughtful pacing.Cultural Immersion and Authenticity
Travellers are prioritizing experiences that offer real insight into local traditions, food, and communities.Cruising and Expedition Voyages
Ocean, river, and expedition cruising continue to grow, with a stronger focus on meaningful time ashore.Gastronomy and Spirits Travel
Food and drink are no longer just part of the journey — they’re often the reason for choosing a destination in the first place.
Together, these trends point to a larger shift: luxury travel is moving away from checklist tourism and toward experiences that feel story-worthy and deeply personal.
Where Travellers Are Heading in 2026
Italy, Japan, Greece, France, and Croatia continue to lead as the most-requested destinations, offering a mix of culture, cuisine, history, and scenery that appeals across traveller types. Canada also makes the top 10, reflecting growing interest in wide-open landscapes paired with vibrant urban culture.
At the same time, emerging destinations are gaining ground. Places like Iceland, Antarctica, and Morocco are attracting travellers looking for experiences that feel fresh, uncrowded, and emotionally resonant.
How Travellers Have Changed
Beyond destinations, the report highlights several mindset shifts shaping luxury travel today:
Crowd Control Is the New Luxury
Avoiding peak crowds has become a priority, with travellers opting for shoulder seasons, alternative routes, and quieter regions to preserve a sense of calm.
Experience Drives Inspiration
Film, television, and social media continue to influence where people want to go, sparking interest in destinations seen on screen and shared online.
All-Inclusive, Reimagined
Today’s all-inclusive experience is about freedom, not limitation — with private transfers, elevated dining, and bespoke excursions replacing the one-size-fits-all model.
Wellness Is Now Core to Travel
Wellness is no longer a niche category. From spa-focused escapes to nature-led retreats, restorative travel experiences are increasingly central, particularly for solo travellers and couples.
What ultimately emerges from the 2026 Virtuoso Luxe Trend Report isn’t a checklist of places to visit, but a broader philosophy. Luxury travel in 2026 is less about how many destinations you can fit into a year, and more about how deeply you experience each one.
