According to the 2026 edition of Virtuoso’s annual Luxe Report, the industry can expect luxury travel demand to remain high next year: Nearly half of Virtuoso travel advisors expect to see a slight rise in business, while 18% predict a “significant” increase. Spending will likely also stay high, with 28% of advisors predicting it will remain at current levels and 55% anticipating a modest increase.
Among the main trends identified in the survey is that upscale travelers are opting for comfortable climates and less crowded destinations, resulting in growing interest in Greenland, Iceland and Antarctica, and a preference for shoulder-season travel to more popular spots such as Italy and France. In fact, 45% of Virtuoso advisors say their clients are adjusting plans due to climate change, with 76% seeing requests for off-peak travel and 75% reporting client preferences for destinations with moderate weather.
For the first time, the study also looked at the ultra-luxe travel segment, revealing that 45% of advisors have seen an increase in requests for trips at this level. Virtuoso reports that this type of client is driven by trends, including seamless trips with every detail included (such as resort buyouts with chefs, wellness experts and guides on demand); celebration travel, including milestones, birthdays and anniversaries; and privacy, which is driving interest in private islands and remote retreats. Other top experiences for this segment include active/adventure trips and hyper-personalized experiences.
More major trends for the year to come include the influence of film and television (such as “The White Lotus”) on destination choice; requests for wellness travel; an interest in slower travel; and the “fear of missing out” compelling travelers toward once-in-a-lifetime experiences (such as tracking Kenya’s Great Migration).
When it comes to top locations for luxury travel, Italy remains Virtuoso’s No. 1 global destination, followed by Japan, continuing the popularity these two countries have seen over the last few years. The top five list is rounded out by Greece, France and Croatia.
Our Analysis: Luxury Travel Is Continuing Its Upward Climb
Luxury travel appears to be continuing the resilient streak it has been on since the pandemic, showing no signs of slowing even as economic and geopolitical concerns cause uncertainty among other industry segments. But travel advisors should be aware of Virtuoso’s finding that this clientele is no longer satisfied with “luxury for its own sake.” Instead, they are demanding meaningful, deeply personalized journeys. Advisors serving these clients should remember that even though luxury travelers are still willing to spend, they are mindful of rising costs and not simply spending indiscriminately; advisors will need to provide value that enhances their travelers’ experiences in order to fully meet their needs.
Fast Facts: More Luxury Destinations and Trends for 2026
- Virtuoso’s top travel trends for 2026 are immediate family travel, multigenerational family travel, active/adventure trips, cultural immersion and expedition cruising.
- The top travel motivations for luxury clients are celebrating a milestone, the excitement of exploring a new destination, spending time with loved ones, rest and relaxation and escaping bad weather.
- Destinations on the rise include Iceland, Antarctica, Norway, Morocco and Egypt.
- The top five aspects of sustainable tourism are listed as avoiding over-touristed destinations, wildlife conservation/interaction, farm-to-table dining, giving back to/supporting local communities and booking with companies that employ locals.
- Top cities for 2026 include Paris; Tokyo; Barcelona; Kyoto, Japan; and Rome.
- Antarctica, Iceland, South Africa, Costa Rica and Kenya rank as the top destinations for adventure.
- Hot honeymoon spots range from Italy and Japan to Costa Rica, the United States and Greece.
- Top cruise itineraries include the Mediterranean, Alaska, the Greek Isles, the Danube River and Antarctica.
- Families are looking to visit Italy, Japan, Costa Rica, the United States and Greece.
- Solo travelers are seeking trips to Italy, France, Japan, Canada and the United Kingdom. In terms of experiences, they want adventure travel/trekking, health and wellness, guided tours, cultural exploration and culinary travel.
- More than 2,400 Virtuoso-affiliated travel advisors were surveyed for the Luxe Report.