Louis Vuitton featured children exploring the Icelandic countryside in a luggage campaign photographed by Viviane Sassen. Image credit: Louis Vuitton Sixty-seven percent of Virtuoso advisors surveyed foresee a slight to significant increase in travel demand next year, according to the high-end hospitality network’s 2026 Luxe Report.
Findings hone in on the growing influence of climate considerations on these journeys, suggesting that concerns such as crowd avoidance and a desire for moderate weather are pushing destinations such as Iceland, Antarctica and Norway to the forefront. Virtuoso’s advisors report that 45 percent of clients are adjusting travel plans due to climate considerations, driving off-peak and shoulder-season bookings and feeding the rising popularity of off-the-beaten-path adventures.
People and place
Of the segment of Virtuoso clients reported to be making climate-conscious travel plan adjustments, 76 percent are choosing shoulder-season or off-peak excursions.
Three out of every four clients are favoring destinations with moderate weather, and nearly half indicate they have purchased insurance to safeguard against climate-related disruptions, the firm shares.
Avoiding overtourism now ranks as the top sustainability priority among affluent travelers, reflecting a move away from bucket-list tourism toward more deliberate exploration.
Despite a preference for less congested itineraries, nearly two-thirds of advisors anticipate demand will increase in 2026. Spend per trip is also expected to remain elevated, as the high end of the hospitality market remains resilient.
Featured on previous annual lists, Croatia remains among Virtuoso's top 10 most popular destination predictions for 2026. Image courtesy of Virtuoso
Geographically, Italy, Japan and Greece continue to dominate global destination rankings, while cities such as Paris, Tokyo and Barcelona remain perennial favorites.
The report also highlights growing interest in culturally rich destinations, including Morocco, Vietnam and Costa Rica, pointing to the appeal of locations that prioritize adventure and authenticity.
Per insights, spend per trip will remain elevated in 2026, as the high end of the hospitality market shows resilience despite general economic pressures.
The Virtuoso report predicts ultraluxe travel will gain momentum. To this end, 45 percent of advisors report increased demand for experiences where every detail is seamlessly integrated, redefining “all-inclusive” to encompass private transfers, high-end dining, personalized programming and exclusive-use properties.
Pace and purpose
Among other themes set to drive luxury travel over the next 12 months, Virtuoso cites a spreading sense of urgency.
The 2026 Luxe Report notes that the well-resourced, particularly Baby Boomers and Gen X, are more motivated by the fear of missing out than ever before, prompting long-haul and once-in-a-lifetime trips.
Honeymoons are among the top 10 motivations for upcoming client travel plans. Image of Raffles Istanbul courtesy of Virtuoso
The firm still expects the actual experiences at the core of these expeditions to unfold at a much slower pace, with longer stays, smaller accommodations and deeper engagement with local environments central to next year’s voyages.
Wellness continues to solidify its place as a core travel driver rather than an ancillary benefit. Health- and wellness-focused trips now rank among the most requested Virtuoso experiences, particularly for solo travelers chasing self-discovery or longevity hacks.
Additionally, multigenerational wellness journeys are on the rise, as families use travel as a tool for reconnection and balance.