Luxury Travel Enters a New Phase. Industry outlook for 2026
Photo: Travel Daily news
Classic Vacations has released its first-ever Luxury Travel Trends Report, offering advisor-led insights into how US luxury travelers are expected to plan and book trips in 2026. The report is based on survey data from travel advisors working with Classic Vacations and major consortia such as Virtuoso, Travel Leaders Network and Signature.
Rising demand and higher spending
According to the findings, luxury travel demand is poised for solid growth next year. Advisors anticipate not only more bookings but also a noticeable increase in average trip investment. Luxury travelers are increasingly willing to spend more on journeys that feel meaningful, personalized and emotionally significant rather than standardized or transactional.
Shifting motivations behind bookings
The report highlights a shift in traveler motivation toward experiences tied to life milestones, family connection and personal well-being. Advisors note that luxury trips are often planned around major personal events or used as a way to restore balance and spend quality time together, reinforcing the need for thoughtful planning and high-touch service.
Destination momentum in 2026
Internationally, advisors expect Italy, Greece and Japan to lead luxury travel demand in 2026, followed by Portugal, Croatia and France. These destinations combine culture, gastronomy and diverse experiences. Within the US, Hawaii, Florida, California’s wine regions, New York City and Arizona are forecast to remain top choices, reflecting strong interest in lifestyle-driven travel.
Experiences take center stage
Rather than focusing solely on destinations, luxury travelers are prioritizing experiences. Beach travel remains central, but cultural immersion, culinary journeys, soft adventure and lesser-known regions are gaining traction. Advisors also report sustained interest in travel inspired by films, books and personal heritage, reinforcing the experiential nature of the luxury segment.
Longer booking windows reshape planning
The report also points to longer booking lead times, with luxury clients increasingly securing trips several months in advance. This trend reflects competition for premium accommodations and exclusive experiences, while underscoring the growing importance of professional advisors in managing complex itineraries.
As International Investment experts report, the Classic Vacations findings signal a maturation of the luxury travel market. Travel is evolving into a lifestyle investment, favoring destinations and operators that offer authenticity, personalization and long-term value, creating new opportunities across hospitality, real estate and experiential tourism.
Branded hotels
As luxury travel is increasingly shaped around service quality and the ability to manage and curate experiences, branded hotels are becoming a core element of the premium offering. International hotel chains in the upper price segment set unified standards for comfort, privacy, and operational management, reducing destination-selection risks for travelers and creating a stable infrastructure for markets to attract high-budget demand.
As the geography of luxury tourism expands, such projects are moving beyond traditional destinations. In this context, the Wyndham
Grand Batumi Gonio complex stands out as the largest branded resort project on Georgia’s Black Sea coast. Its development reflects the growing interest of international hotel operators in the region and illustrates how global brands integrate premium accommodation formats into emerging tourism markets.