Luxury travelers are preparing to increase their travel budgets significantly in 2026, but the definition of “luxury” is undergoing a fundamental shift. According to a new data report released today by Flywire, high-net-worth individuals are moving away from traditional markers of extravagance, instead prioritizing exclusivity, authenticity, and immersion.
Flywire’s new report, “How to win over the luxury traveler in 2026,” surveyed over 500 U.S.-based luxury travelers. The findings depict a resilient market: 79% of respondents plan to increase their travel spend in 2026 compared to 2025, with nearly a quarter (24%) expecting to spend “much more.”
“Our research reveals a fundamental shift in how luxury travelers define their experiences. They’re seeking authenticity and exclusivity that makes them feel like the protagonist of their own, unique, vacation story, rather than simply staying at the most expensive properties,” Colin Smyth, SVP and GM of Travel at Flywire, said in a statement. “With travel frequency on the rise and spending intentions strong, providers who can deliver seamless, personalized experiences, including simplified payment processes, will be positioned to capture loyalty in this growing market.”
The “New” Luxury: Access and Authenticity
The survey indicates that for 93% of respondents, luxury travel is no longer defined by the most expensive accommodation, but by access to authentic people, places, and experiences. Clients are looking to be the “protagonists” of unique narratives, with 90% explicitly stating they enjoy taking vacations that others are not taking.
The Role of Travel Advisors
Crucially for the industry, the report identifies travel advisors as the gatekeepers of this new form of luxury. The data shows a heavy reliance on human expertise to curate these bespoke itineraries:
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97% of luxury travelers believe travel advisors are the best way to create personalized travel experiences.
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92% agreed that working with travel experts is the “only way” to have a truly luxury travel experience.
High Frequency, Short Lead Times
Despite high spending, booking behaviors are trending toward spontaneity. The report found that booking windows remain tight, with 61% of travelers booking between one and three months prior to departure. Only 11% plan six months or more in advance.
Frequency is also climbing. Eighty-five percent of respondents took at least three trips in 2025. Among the highest spending bracket—those investing $25,000 or more per vacation—52% took five or more trips, a 38% increase over the previous year.
Wellness and Nature Dominate
The demand for restoration remains a primary driver. Ninety-seven percent of travelers are likely to book a trip specifically to reduce stress or anxiety in the coming year. Specific interests include:
This trend is even more pronounced among younger demographics, with 97% of luxury travelers under 45 expressing interest in wellness travel for 2026.
Payment Friction and Discount Sensitivity
While the market is flush with capital, wealthy travelers remain sensitive to value and transactional ease. The report suggests that discounting can effectively incentivize pre-payment. Nearly 60% of travelers indicated they would commit to a non-refundable rate for a 20% discount; for travelers under 45, 91% said they are more likely to prepay for just a 10% discount.
However, the transactional experience remains a pain point. Over one-third of respondents cited payment security as their biggest frustration when booking travel, and 91% claimed they are more loyal to brands that offer a seamless payment experience.
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