Luxury Travel in 2026: Virtuoso Luxe Report Reveals Top Trends in Crowds, Wellness, and Immersive Experiences, All You Need To Know

Virtuoso, a world-famous company in the luxury and experiential travel sector, has published the much-awaited 2026 Virtuoso Luxe Report, which provides great insights into the fast-changing nature of the luxury travel market. The report, compiled using the skills of more than 2,400 travel agents from around the globe, points out the main trends that will characterise the luxury travel industry for the next year. The report shows how the places and activities are transforming to cater to the needs of travellers who are looking for more meaningful, restorative, and personalised experiences.

The Luxe Report identifies five major trends that will shape the future of luxury travel: Crowd Control, Main Character Synergy, From FOMO to Slow-mo, Unlimited Luxe, and The Healthy Wealthy. Each of these trends reflects a shift toward deeper connections, more purposeful travel, and the desire to experience destinations at a slower, more immersive pace.

1. Crowd Control: A Shift Toward Undiscovered Destinations

In response to overtourism, many luxury travelers are now prioritizing quieter, less crowded destinations. The growing desire to avoid overcrowded sites has made destinations like Greenland, Iceland, and Antarctica increasingly popular. The trend toward more sustainable travel is also influencing decisions, with travelers opting for shoulder-season or off-peak visits to enjoy comfortable climates without the crowds.

Virtuoso advisors report a significant rise in requests for destinations offering moderate weather and minimal crowds, with travelers keen to experience these places in a more relaxed and authentic way. Moreover, 45% of Virtuoso advisors note that their clients are factoring in climate change when making travel plans, further highlighting the connection between sustainability and crowd-free experiences.

2. Main Character Synergy: Travel Inspired by Film and TV

Entertainment continues to be a strong influence on travel choices, with many travelers eager to step into the scenes of their favorite shows or films. With the success of series like The White Lotus, which showcases dramatic destinations, and the rise of K-Pop culture, especially in South Korea, travelers are increasingly seeking destinations that offer both entertainment and cultural immersion.

The integration of film and television into travel is creating a natural synergy where travelers not only visit iconic filming locations but also delve deeper into local culture through experiences like food tours, local markets, and artistic explorations. This trend speaks to the growing desire to make travel experiences feel more personal, as travelers are eager to connect with the stories behind the destinations.

3. From FOMO to Slow-mo: The Rise of Unhurried Travel

While Fear of Missing Out (FOMO) continues to drive travel, particularly among Baby Boomers and Gen X, there is a noticeable shift toward a slower, more immersive pace once travelers arrive at their destination. This trend is evident in the growing popularity of river cruises, where passengers request longer port stays to explore neighborhoods and markets, as well as safaris that allow for extended, unhurried stays to watch wildlife.

In South America, travelers are taking their time to enjoy not just adventure, but also the local food, wine, and heritage, combining exploration with cultural immersion. The experience has moved from a rush to check off destinations to a more reflective and soulful way of traveling, where quality of experience matters more than the quantity of destinations visited.

4. Unlimited Luxe: The Evolution of All-Inclusive Luxury

The demand for ultraluxe travel continues to rise, with travelers increasingly looking for all-inclusive experiences where every detail is seamlessly taken care of. Private transfers, Michelin-level dining, and even resort buyouts, where chefs, wellness experts, and guides are at the guest’s disposal, are becoming the new standard for ultraluxury travel. This evolution of the all-inclusive concept allows travelers to experience the ultimate in convenience and exclusivity.

This demand for “Unlimited Luxe” reflects a shift toward experiences that provide both comfort and exclusivity, as more travelers seek out premium, all-encompassing packages that cater to their every need, offering them a deeper connection to the places they visit.

5. The Healthy Wealthy: Wellness Travel Continues to Soar

In response to years of upheaval, travelers are increasingly prioritizing wellness-focused journeys. From Ayurvedic programs in India to yoga-and-surf escapes in Costa Rica and silent retreats in the Canadian Rockies, wellness travel is rapidly becoming a central focus for those looking to restore balance and resilience.

Health and wellness are now the second-most requested experiences for solo travelers, many of whom are seeking structured programs that allow for self-discovery and reconnection with nature. These wellness journeys are often multigenerational, with parents and grandparents encouraging younger family members to disconnect from social media and engage with the natural world.

The Impact on Luxury Travel

As the demand for personalized and transformative travel experiences grows, the 2026 Virtuoso Luxe Report reveals that travelers are increasingly seeking meaningful and soulful experiences. Whether through embracing sustainable travel, exploring less crowded destinations, or opting for immersive cultural and wellness journeys, the luxury travel landscape is evolving to meet the desires of a more conscientious and experience-driven traveler.

With a predicted rise in travel demand and increased spending on travel in the coming year, the trends highlighted in the Luxe Report suggest that luxury travel will continue to thrive, offering travelers opportunities to explore the world in ways that are both enriching and restorative.

A New Era of Luxury Travel

The 2026 Virtuoso Luxe Report provides an exciting preview of the future of luxury travel, highlighting the growing demand for personalized, slow-paced, and meaningful experiences. As travelers increasingly seek to connect with destinations in more authentic ways, the future of luxury travel promises to offer experiences that are not only luxurious but also deeply rewarding. From sustainable destinations to wellness-focused escapes, 2026 will be a year where travelers embrace a more thoughtful and purposeful approach to exploring the world.

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