Classic Vacations this week released its first-ever luxury travel trends report, offering insights into booking behaviors, motivations and rising trends among discerning travelers. The findings are based on a survey completed by travel advisors booking Classic Vacations spanning major consortia networks including Travel Leaders Network, Virtuoso and Signature.

Notably, the wholesaler said “2026 is poised to be a year defined by intentionally slow, immersive and elevated travel.” Melissa Krueger, CEO of Classic Vacations, added: “Advisors are seeing a clear shift in how luxury travelers explore the world — intentionally moving beyond traditional destinations and standard itineraries to seek transformative experiences.”

The 2026 Travel Landscape  

According to advisors surveyed by Classic Vacations, luxury travel is set for strong growth in 2026 as travelers prioritize “meaningful, personalized experiences and show a willingness to spend more on trips that matter.” The top motivations include milestone celebrations, relaxation, quality family time and bucket-list adventures.

Advisors also reported high interest in destinations spanning beaches, cultural capitals and lesser-known locales—both in the U.S. and abroad. Key trends shaping next year include intentional travel, heritage exploration, wellness-focused escapes, bespoke and micro-luxury experiences, and socially connected journeys.

The Top Destinations

When it comes to specific destinations, advisors predicted that the following will be the most popular in 2026:

• International Destinations: Italy, Greece, Japan, Portugal, Croatia and France
• Domestic Destinations: Hawaii, the Florida Keys, Napa/Sonoma, CA, New York City, and Scottsdale, AZ

To that point, the survey found that travelers are most interested in visiting beaches, culturally significant sites, and off-the-beaten-path regions. Three-quarters (76%) of advisors said that sun and beach destinations (such as Hawaii, the Caribbean and Mexico) will remain in high demand for luxury travelers in the new year. More than half (56%) believe that destinations where travelers can soak in rich history and local culture—such as Rome and Japan—will captivate travelers.

Lastly, just under a third (29%) of advisors expect “off-the-beaten-path” destinations to rise, including the likes of Puglia and the Dolomites in Italy and the Loire Valley and Bordeaux in France.

Travel Demand, Motivations and Behavior

Perhaps the most important data point: 77% of advisors indicated that demand for luxury travel will increase among their clients in 2026. On top of that, a nearly equal 71% of respondents expect the average amount that luxury travelers will invest per trip will increase significantly. 

As for why clients will be traveling in 2026, the top three motivations driving travelers to book will be: celebrating milestones, rest and relaxation, and family time. Eight in 10 advisors (81%) responded that travelers are booking vacations to celebrate life’s biggest moments—such as anniversaries, birthdays, graduations, pregnancies, weddings and more. 

Trailing two-thirds of advisors said travelers are booking vacations simply for rest and relaxation (67%) and to maximize time together with their families (66%). 

While actually traveling, however, clients are booking unique and engaging experiences, Classic Vacation said. More than half (54%) of advisors believe that adventure or soft-adventure experiences—such as camping in the Grand Canyon, skiing in Big Sky, Montana, or exploring the exploring the sights of Sydney—will be in high demand.

A quarter (23%) of advisors anticipate that unique culinary experiences (think: cooking classes in Tuscany and wine tasting in Napa Valley) will attract travelers seeking authentic tastes and local flavors. 

In addition to the above motivations, 20% of advisors predict that film- or book-inspired travel (known as “set jetting”) will continue to captivate travelers.

Good to know: Advisors also reported that travelers are making bookings well ahead of time to secure their preferred experiences and accommodations. Most common, 75% of travel advisors said clients are booking travel between five to 11 months in advance, reflecting a longer lead time compared to last year, according to Classic Vacations.  

Emerging Travel Trends & Terms

In its luxury travel trends report, Classic Vacations also highlighted a few terms—based on growing travel trends—that it expects to enter the lexicon in 2026.

Among them:

• Whycations (purpose-led travel): Travelers increasingly want trips with intention—choosing immersive itineraries, longer stays and “quietly luxurious” retreats that foster connection and meaning. This purpose-first mindset is fueling the rise of “whycations,” where travel is guided by personal significance rather than sightseeing checklists. A growing expression of this trend is “Heritage” or “Roots Tourism,” as more travelers seek ancestral destinations to strengthen their sense of identity, often through multigenerational journeys focused on shared stories and history.
• Hushpitality (wellness travel with minimal “noise”): Wellness travel continues to surge as travelers seek calm, rest and digital detachment. Advisors reported strong interest in low-stimulus escapes (coined “hushpitality”) that emphasize peace, nature and mental restoration. Related concepts include “Dead Zoning” (device-free breaks), “Blue-Mind” ocean escapes and “Glow-Cations” centered on spa and beauty treatments.

In addition, Classic Vacations expects the following trends to continue burgeoning in 2026:

• Luxury, Elevated: Bespoke, quietly luxurious travel is increasingly the standard. Travelers want itineraries that feel custom-crafted, with micro-luxury touches that elevate the journey—such as a standout night in a premier suite, seamless private transfers or tailored experiences. “Suite-cations” and short, high-impact “micro-cations” continue to rise in popularity, as travelers seek comfort, exclusivity and meaningful upgrades.
• Connectivity: Group and relationship-driven travel is evolving as travelers prioritize shared experiences with the people who matter most. “Bestie-moons,” “buddy-moons” and “fan-fueled trips” tied to concerts or sporting events are gaining traction. Families are embracing “kidfluence”—letting children shape the itinerary—while skip-gen trips remain popular for grandparent-grandchild bonding.
• The Resurgence of YOLO: A renewed “YOLO” mindset is inspiring travelers to finally take the bucket-list trips they’ve long imagined. Advisors reported that clients are leaning into dream destinations and major experiences with a “why wait?” attitude—echoing the lingering effects of post-pandemic revenge travel and a desire to make up for lost time.