Scott Dunn Private, an ultra-luxury arm of Flight Centre Travel Group’s Luxury Travel Collection with offices in the UK, USA, Singapore and Hong Kong, has reported a whopping 40% year-on-year increase in six-figure bookings in the last three months.

The record-breaking result and the recently opened Hong Kong office, coupled with bespoke luxury travel through the exclusive membership marks a transformative year for Scott Dunn Private.

The business says it is witnessing an “unmistakable shift” among its ultra-high-net-worth (UHNW) members, whose average trip length reached 19 nights. Members are extending their time abroad, favouring immersive experiences over headlined destinations, and exploring the globe in “increasingly complex, cross-continental itineraries,” the FTCG division said.

“At Scott Dunn Private, we don’t just book travel. We choreograph extraordinary experiences through a trusted global network built over four decades. Our members aren’t following trends, they’re setting them,” said Jules Maury, Head of Scott Dunn Private.

Recent bookings include a private Alaskan lodge expedition paired with a direct charter to Hawaii; a thoughtfully curated family trip to Egypt that intertwined their child’s school learnings about ancient Egyptian history; a multi-generational family Christmas winter getaway to Japan and a 25-person conservation-led celebration in Costa Rica.

The 2026 Outlook – An evolving view of Luxury

According to SDP, today’s UHNW travellers are motivated by privacy, authenticity, purpose and perspective. Based on that intel, Scott Dunn Private has identified numerous key trends:

• Residential style stays over presidential suites: properties including La Reserve Florence (opening June 2026), Casa J.K. Place Roma’s residences, and Wildland’s new Scottish cottages reflect this shift.
• Citizen science and grassroots philanthropy: members increasingly want hands-on involvement, from marine restoration in the Seychelles to wildlife tracking in Patagonia, often bringing children along to inspire future generations.

• Conscious cuisine: fine dining gives way to food with story and soul. Recent itineraries include foraging with Andean chefs in Peru, cheesemaking with pioneers in Chile’s Lake District, and back-alley food trails in Phnom Penh led by local storytellers.
• Unique, one-of-a-kind experiences: ‘ungoogleable’ activities sourced from the Scott Dunn Private black book – from illuminating the Sistine Chapel and exploring Vatican secret archives to stepping into Formula One’s inner sanctum, playing post-tournament at Wimbledon’s legendary courts, gaining private audiences with world-class designers, and enjoying VIP access to global sporting events.
• Members in the Asia-Pacific region are increasingly seeking travel experiences that transcend traditional tourism, prioritising destinations with profound emotional resonance and cultural depth. This trend reflects a broader shift towards meaningful, purpose-driven travel that goes beyond mere destination-hopping, emphasising personal growth, cultural understanding, and global connectivity.

“Our members are redefining luxury travel through incredible depth and purpose. They’re passionate about experiences that expand their understanding of the world. Parents are also increasingly seeking travel experiences that complement their children’s academic curricula; whether it’s marine biology workshops in the Maldives, cultural immersion programs in South Africa, or historical studies in Egypt, thus ensuring that our next-generation travelers are learning beyond classroom walls while feeling empowered, heard, and deeply engaged in their family’s travel narrative,” adds Mansha Channa, SDP Hong Kong Relationship Manager.

• Gastronomy remains a pivotal driver of travel choices, with members viewing culinary exploration as a gateway to understanding local cultures, traditions, and ecosystems.

Says Luciana Lee, SDP Hong Kong Relationship Manager, “culinary exploration has become a beautiful language of cultural discovery for our members. They’re seeking extraordinary experiences that go beyond dining; imagine spending a day with a multi-generational Chilean winemaking family, understanding their heritage, or exploring the intricate spice markets of Morocco with a local chef. Our clients are creating meaningful connections through food, turning each meal into a profound cultural dialogue.”

• The connection with nature and wildlife has emerged as a critical factor, reflecting a growing consciousness about environmental preservation and sustainable travel.

Luciana shares: “Members are demonstrating an increasingly sophisticated approach to wildlife experiences, embracing our new observation-only policy that prioritises environmental preservation and sustainable travel through carefully curated, respectful encounters that allow for deep ecological understanding without direct intervention.”

• Latin American destinations have seen a remarkable surge, with trip bookings growing 125% over the past year.

Mansha adds “Peru and Chile continue to be perennial favourites, offering a compelling blend of historical richness, diverse landscapes, and culinary excellence. More adventurous members are drawn to emerging destinations like Costa Rica and the Galapagos, attracted by their unique biodiversity, conservation initiatives, and opportunities for immersive ecological experiences.”

• Africa remains an enduring enchantment, with members demonstrating remarkable forward-planning by booking safari experiences as far ahead as 2027. South Africa maintains its popularity due to its robust tourism infrastructure, diverse wildlife, and relative accessibility. Kenya follows closely, offering iconic safari experiences and rich cultural interactions. Morocco has also captured significant interest, presenting a fascinating blend of African, Arab, and European influences, with its vibrant markets, historic medinas, and diverse landscapes offering a multifaceted travel experience.
• UK-based members continue to prioritise sustainability, cultural immersion, and nature-integrated wellness. Forest bathing retreats in Scotland and artisanal explorations across rural Europe resonate deeply. A growing appetite for no-frills fine dining also reflects an intersection between wellness and gastronomy.
• American members are blending business and leisure more fluidly, with extended trips that combine boardrooms with backcountry lodges. The US remains the world’s largest wellness tourism market, with bespoke wellness journeys from biohacking retreats to ancient spa traditions – driving bookings.