Luxury travelers have a rosier view of travel in 2026 than those of lesser means and are looking for personalized, authentic and deeply resonant experiences when they travel, new research suggests.
The Minor Hotels Travel Trends Report 2026, based on a self-reported survey of people who subscribe to the company’s newsletters, found that while 94 percent of respondents plan to spend the same or more on travel, and almost half (47 percent) intend to increase their travel budgets, luxury travelers were nearly twice as likely to anticipate traveling more in 2026 than travelers in other income brackets.
The survey defined luxury travelers as anyone who had previously stayed at one of Minor Hotels’ upscale branded properties: Anantara Hotels & Resorts, the Elewana Collection or Tivoli Hotels & Resorts.
“Yet beneath the enthusiasm lies a shift: travelers are rethinking how they move through the world, seeking multidimensional experiences that resonate emotionally, relationally and even spiritually, ideally within a single journey,” the report noted.
Wellness and Renewal Top Motivators
For example, 71 percent of survey respondents said personal renewal and self-care were important motivations for travel; nature escapes (59 percent) and solo relaxation (54 percent) were cited as ways to reconnect with themselves. About half (44 percent) of those surveyed said they planned to incorporate wellness or mindfulness elements into their trips in 2026.
A strong majority of travelers (83 percent) said local cultural experiences are important when selecting where to visit, and those destinations that make an emotional connection with travelers are likely to enjoy a return visit: 76 percent of those surveyed said such connections motivate them to revisit a destination. About half of the respondents said environmental and social initiatives help make connections to a destination.
Those findings were backed up by a report from luxury tour company Butterfield & Robinson.
“We’re seeing travelers look to more niche styles of travel so trips can fit their specific needs, but also because doing so allows them to connect more deeply to the communities they’re visiting,” said Kristi Elborne, B&R’s Chief Experience Officer.
The company cited four key luxury travel trends for 2026: multi-generational “legacy” trips; highly personalized journeys; private cruising; and villa stays.
Virtuoso’s annual Luxe Report, compiled with input from more than 2,600 travel advisors, identified nine “must-have” luxury travel experiences for 2026, including:
- Exploring K-pop, art, history and Korean cuisine in Seoul.
- Expeditions to the North Pole.
- Touring the Vatican Museums.
- Rumbling down Morocco’s Memory Road from the Atlantic to the Sahara.
- Diving into the sacred cenotes of Mexico’s Yucatan peninsula.
- Farm-to-table dining in Portuguese vineyards and Tasmanian lavender farms.
- Nile River cruises in Egypt.
- Interacting with traditional communities in Japan, Cambodia, and Iceland.
- Whale watching in Monterey Bay, Norwegian fjords and off the coast of South Africa.
Classic Vacations: Advisor Feedback
Classic Vacations published its inaugural luxury trends report, offering insights into the booking behaviors, motivations and emerging preferences of high-end travelers. The findings were drawn from a survey of travel advisors across leading consortia networks, including Travel Leaders Network, Virtuoso and Signature.
“Advisors are seeing a clear shift in how luxury travelers explore the world,” said Melissa Krueger, CEO of Classic Vacations, in a media statement. “They are moving beyond traditional destinations and standard itineraries to seek transformative, purposeful experiences that create lasting memories.”
According to the report, key trends shaping next year’s luxury travel include intentional travel, heritage exploration, wellness-focused escapes, bespoke and micro-luxury experiences and socially connected journeys.
Advisors predict that internationally, Italy, Greece, Japan, Portugal, Croatia and France will top the list of sought-after destinations. Domestically, Hawaii, Florida (the Keys), California (Napa/Sonoma), New York City and Arizona (Scottsdale) are expected to lead.
Travelers are most interested in beaches, culturally significant sites and off-the-beaten-path regions. According to the report, 76 percent of advisors say sun and beach destinations such as Hawaii, the Caribbean and Mexico will remain in high demand. While 56 percent note that destinations rich in history and culture—like Rome and Japan—will continue to captivate luxury travelers.
Meanwhile, 29 percent predict growing interest in “off-the-beaten-path” locales, including Puglia and the Dolomites in Italy and the Loire Valley and Bordeaux in France. When it comes to the top motivations driving travelers to book trips in 2026, the reasons range from celebrating milestones to seeking rest as well as quality family time.
According to advisors, 81 percent of travelers are planning vacations to mark life’s biggest moments, including anniversaries, birthdays, graduations, pregnancies and weddings. Meanwhile, 67 percent of advisors surveyed believe that travelers are seeking trips simply to unwind and recharge, and 66 percent are booking vacations focused on spending meaningful time with family, maximizing shared experiences.
