Virtuoso’s newly released 2026 “Luxe Report” points to a shift in what high-end travelers actually want next year: fewer crowds, slower itineraries, more cultural immersion and wellness—and a willingness to spend, as long as it feels meaningful.
Why it Matters
Demand remains strong despite cost pressures. Sixty-seven percent of Virtuoso advisors forecast a slight to significant uptick in travel next year, while 55 percent expect clients to spend more per trip. But travelers are no longer chasing flash. They want space, soul and value.
1. Crowd Control Becomes the New Luxury
Overtourism fatigue is real, and so is climate anxiety.
- 45 percent of Virtuoso advisors say clients are actively adjusting plans due to climate change.
- Among them: 76 percent are steering to shoulder seasons, 75 percent toward moderate-weather destinations, and 43 percent are booking climate-disruption insurance.
- Rising stars: Greenland, Iceland and Antarctica—all appealing for climate resiliency, dramatic landscapes and built-in crowd control.
Advisor takeaway: Expect more requests for off-peak itineraries and alternative destinations that still deliver “wow” without the wall-to-wall tourists.
2. Pop Culture Drives Bookings
Call it “Main Character Energy” for 2026.
Film and TV continue to shape travel inspiration: “The White Lotus” keeps turning its filming locations into pilgrimage sites, and “K-Pop Demon Hunters” is sending fans to South Korea. Advisors report cultural immersion as a rising priority, with travelers seeking food tours, markets, artisans and local storytelling.
The vibe: It’s no longer just about visiting the backdrop; it’s about stepping into the narrative.
3. From FOMO to Slow-Mo
Boomers and Gen X are booking big, bucket-list trips driven by “if not now, when?” urgency. But once they’re on the ground, they’re deliberately slowing down.
- River cruisers want longer port days.
- Safari travelers prefer smaller camps with unhurried wildlife watching.
- South America trips skew toward linger-longer blends of culture, wine and adventure.
What’s driving it: Eco-concerns, post-pandemic perspective and the sense that “someday” is no longer a guarantee.
4. Ultraluxe Goes Unlimited
Virtuoso notes strong momentum for ultraluxe, defined as every detail included and seamless.
- 45 percent of advisors report increased requests for ultraluxe stays.
- The new “all-inclusive” goes beyond convenience:
- private transfers
- Michelin-caliber dining
- fully bespoke wellness
- even resort buyouts where chefs, guides and practitioners operate as a private staff
Trendline: All-inclusive, but make it couture.
5. Wellness Gets Generational
Health and healing top the charts, especially for solo travelers.
- Wellness is now the second-most requested experience for solo clients.
- Popular journeys range from Ayurvedic retreats in India to yoga-surf escapes in Costa Rica and silent retreats in the Canadian Rockies.
- Many trips now bridge three generations, as parents and grandparents nudge younger travelers to unplug and reconnect with nature.
TL; DR: Wellness has fully crossed over from “nice-to-have” to core travel motivation.
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