Virtuoso has revealed the most coveted destinations, top motivations and evolving preferences driving travel now and the year ahead. For its 2026 Virtuoso Luxe Report, the luxury travel agency network sourced intel from 2,485 members across more than 50 countries.
Among the top-line news: Luxury travelers are willing to spend more but are mindful of rising costs, seeking value that enhances their experiences. That said, nearly half of Virtuoso advisors surveyed foresee a slight rise in travel demand next year, with 18% anticipating a significant increase. Spend per trip is also expected to remain high, with 55% of members predicting a modest increase and 28% expecting spend to stay the same.
Additionally, findings show that luxury travelers are no longer satisfied with luxury for its own sake.. Instead, they are “pursuing exotic encounters, slowing down to savor each moment and curating journeys that are meaningful, restorative and deeply personal.”
On top of these findings, Virtuoso identified five key trends in its 2026 Luxe Report, highlighting how upscale globetrotters are asserting their influence in the travel sphere.
1. Crowd Control
For today’s well-heeled traveler, comfortable climates and the freedom to enjoy the destination unencumbered by crowds are the new luxury. This growing desire to sidestep overtourism has become the top aspect of sustainable travel this year, with increasing interest in Greenland’s fjords, Iceland’s volcanic scenery and Antarctica’s ice fields, as well as shoulder-season visits to classics like Italy and France. Bhutan also embodies this trend with its high-value, low-volume approach, where daily fees limit visitors and preserve authenticity.
Forty-five percent of Virtuoso advisors report that their clients are adjusting plans due to climate change. Of those advisors, 76% say clients are choosing shoulder-season or off-peak travel, 75% highlight a preference for destinations with moderate weather and 43% mention clients are purchasing insurance as a safeguard against climate-related disruptions.
2. Main Character Synergy
TikTok, Instagram Reels and word of mouth all spark curiosity, according to Virtuoso, but film and TV are among the strongest catalysts for adventure. The White Lotus continues to turn its destinations into must-sees, while K-dramas and the new KPop Demon Hunters is calling fans to South Korea. In the U.K., Cornwall’s coast and fishing villages are receiving a bump as the filming locations for House of the Dragon and Poldark.
Advisors say entertainment creates a natural synergy between stepping into a beloved story and discovering the culture around it through food tours, local markets, art districts and other authentic experiences. This aligns with the rise of cultural immersion, which has climbed four spots since last year to become a top five trend for 2026.
3. From FOMO to Slow-mo
The fear of missing out is propelling globetrotters to extraordinary adventures, such as tracking Kenya’s Great Migration and exploring the Galápagos’ ecosystems. Boomers and Gen X, in particular, feel this urgency, spurred by global environmental changes and a sharpened awareness that “someday” can’t wait. Yet once they arrive, the pace shifts.
River cruisers are requesting longer port stays to wander markets and neighborhoods at leisure. Safari-goers are choosing smaller camps where they can spend unhurried days watching wildlife. In South America, travelers linger in Argentina, Chile and Peru to pair adventure with food, wine and heritage. FOMO gets them on the plane, but “slow-mo” (slow motion) defines the experience, says Virtuoso.
4. Unlimited Luxe
For the first time, the Luxe Report asked advisors about ultraluxe travel, revealing that 45% have seen an increase in recent requests. What’s especially notable is that the ultraluxe segment now defines itself by the seamless inclusion of every detail. Once viewed as mainstream convenience, “all-inclusive” has been elevated to cover everything from private transfers and Michelin-level dining to resort buyouts where chefs, wellness experts and guides are entirely at the guest’s disposal.
Celebration travel is fueling this demand, with milestone birthdays, anniversaries and family gatherings driving interest in private yachts and secluded estates. “Privacy” rounds out the top three ultraluxe experiences, as travelers seek out hidden islands and remote retreats.
5. The Healthy Wealthy
After years of upheaval, people are turning to wellness-focused journeys to restore balance and resilience. Requests span the globe, including Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica and retreats in the Canadian Rockies where silence is part of the healing. These trips can even span generations, with parents and grandparents encouraging younger (not-always-willing) participants to step away from social media and reconnect with the natural world.
Mental health and longevity, Virtuoso reports, are just as important as physical fitness, and many view these trips as investments in a healthier future. According to advisors, health and wellness now ranks as the second-most requested experience for solo travelers, who are drawn to programs that foster structure and self-discovery.
