What Does Luxury Travel Look Like in 2026?

In an era where travelers play by their own rules, it can be difficult to track emerging markets and industry trends — behaviors are constantly changing, interests are shifting away from previously established patterns and booking demands evolve. The luxury travel sector isn’t immune to these rapid developments, but new data is helping define the noteworthy traits of high-net-worth adventurers. Curious what the ultra-luxe are up to in 2026? Read on to discover who these travelers are, where they’re headed and what trends they’re contributing to.

Luxury Travel Remains Profitable

Virtuoso, a global network of agencies specializing in luxury travel, recently published a 2026 outlook showing promising growth in these exclusive itineraries. In fact, 18% of the network's advisors predicted a significant increase in business for next year, with 55% forecasting an increase in spending on the trips. It may feel like an overzealous observation, especially as the state of travel remains in flux for the everyday client, but in actuality, the U.S. is a leading contributor to the rise of “everyday millionaires.” These individuals possess between $1 to $5 million in assets, and in 2024 alone, they grew by a rate of 1,000 people per day, according to a recent CNBC article.

The evidence speaks for itself: the market of wealthy American travelers is expanding, and their 2026 wish lists go beyond the steep price tag typically associated with luxe vacations. One of their top priorities is hyper-personalized and transformative experiences — where “all-inclusive” used to mean coverage of the majority of the trip details, high net-worth travelers are seeking seamless itineraries, from private transfers and resort buyouts to chefs, wellness guides and other experts available on demand. And, while these vacationers aren’t afraid to drop a pretty penny on their journeys, they want to get the most out of their dollar with meaningful, once-in-a-lifetime experiences that make the expense worthwhile.

Another notable attribute of 2026 luxury travelers is their desire for exclusivity. Many of these clients want to celebrate a milestone (such as anniversaries or major birthdays), avoid overtourism and escape bad weather on their high-budget trips, factors encouraging them to look at destinations with comfortable climates and pockets of privacy. The shoulder and off-season travel windows are particularly appealing for their ability to offer these perks, and they are a major reason luxury vacationers are moving on from summer trips.

Destinations of Interest

Combining the private and off-the-beaten-path traits travelers are after, destinations like Greenland, Iceland, Norway and Antarctica are ironically hot, according to Virtuoso. Adventurers with their sights set on more traditional vacation spots are opting for the tried-and-true Italy, France and even Japan, booking their getaways well into the fall when families and young children are occupied with school and the upcoming holiday season. Underrated countries like Egypt, Morocco and New Zealand shouldn’t be overlooked by advisors either, as these destinations also offer a healthy dose of adventure balanced with quiet luxury. While the data depicts a wide range of interests from these travelers, their criteria remain the same: personalized itineraries, seamless experiences and opportunities for true seclusion.

A New Wave of Clients

Baby boomers are one of the richest generations to have lived in the advanced economies, and they continue to dominate various travel markets. However, a Bank of America consumer report from earlier this year noted they might not remain the biggest breadwinners down the line. Instead, all signs point to Gen Z, as this group is on track to be the largest and richest generation by 2035. They will have globally amassed $36 trillion in income in the next five years, with a significant portion of that coming from inherited wealth. With their funds, luxury travel is taking them international, as they currently favor Asian destinations for their mix of sustainability, adventure, culture and shopping.

Within this dynamic group of high-net-worth vacationers, solo female travelers are surprisingly rising in the ranks. Many do favor a “go at it alone” approach, taking joy in the planning and booking process themselves, though a growing number of women are tapping into the expertise provided by advisors. These adventurous travelers are seeking safe yet under-the-radar itineraries, with incorporated elements of cultural immersion and sustainability.

Luxury at Sea

Cruising, another profitable market, is maximizing its potential with the ultra-luxe audience by building ships that more closely resemble floating five-star properties than a clunky vessel. World-class brands ritzy travelers are already familiar with, like the Orient Express, Ritz-Carlton and Four Seasons, are bringing their product out to sea with the introduction of chic yachts and fleets. These ships are especially appealing to wealthier travel markets because clients know what standards to expect from the brand, and the vessels embrace the sought-after “exclusivity” piece.