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Virtuoso 2026 Report: A New Luxury Mindset

The newly released Virtuoso 2026 Luxury Report outlines the key trends shaping the luxury travel market in the coming year. High-end travelers continue to show strong demand and are willing to spend more per trip. For them, luxury now extends beyond glamorous spaces to include emotional value and meaningful experiences.

Crowd control is becoming central to planning. Forty-five percent of Virtuoso advisors note that clients are adjusting travel plans in response to climate change, actively seeking destinations with fewer visitors. Seventy-six percent prefer off-peak seasons, seventy-five percent choose destinations with mild weather and forty-three percent purchase climate-related travel insurance. Cold-climate destinations such as Greenland, Iceland and Antarctica are gaining traction thanks to dramatic landscapes, better visitor management and climate resilience.

Popular culture continues to shape travel inspiration. Film and television titles such as “The White Lotus” turn filming locations into sought-after destinations, while “K-Pop Demon Hunters” has sparked increased interest in Korea. Advisors report a growing preference for cultural immersion, with travelers seeking culinary tours, markets, artisan experiences and local storytelling.

A shift from FOMO to slow-mo is emerging. Baby Boomers and Gen X travelers are booking major, extended trips to ensure they do not miss out on key experiences. Yet once on the ground, they tend to slow down, opting for cruises, wildlife viewing and vineyard exploration.

The definition of ultra-luxury is evolving. Virtuoso observes that travelers now associate luxury with seamless, all-encompassing experiences reflected in design details, curated programs and thoughtful touches, particularly within branded itineraries.

Wellness remains a top priority, especially for solo travelers. Demand is rising for Ayurvedic retreats in India, yoga and surf escapes in Costa Rica and quiet wellness programs in the Canadian Rockies. Another growing wellness focus is strengthening multigenerational bonds and reconnecting with nature.