In its 2026 Virtuoso Luxe Report, the travel agency network concludes that modern luxury travellers are no longer satisfied with luxury for its own sake. Rather, they are pursuing exotic encounters, slowing down to savour each moment, and curating journeys that are meaningful, restorative and deeply personal. And they need a travel advisor to help do it (better).
The just-released report identifies the key trends shaping luxury and experiential travel in the year ahead, based on a survey that tapped into the collective knowledge of Virtuoso members, half of whom foresee at least a slight rise in travel demand next year, with 13% anticipating a significant increase.
Moreover, spend per trip is expected to remain high, with 60% predicting at least a modest increase (five points above this year’s global percentage) and 18% expecting spend to stay the same.
But while luxury travellers are willing to spend more, they are mindful of rising costs, seeking value that enhances their experiences. This makes their relationship with a trusted travel advisor even more essential, says the report
Here are five key trends from the report, highlighting how Canadian globetrotters are asserting their influence in the travel sphere for 2026:
- Crowd Control: For today’s well-heeled traveller, comfortable climates and the freedom to enjoy the destination unencumbered by crowds are the new luxury. This growing desire to sidestep overtourism has become the top aspect of sustainable travel, with increasing interest in Greenland’s serene fjords, Iceland’s volcanic scenery and Antarctica’s vast ice fields, as well as shoulder-season visits to classics like Italy and France. Bhutan also embodies this trend with its high-value, low-volume approach, where daily fees limit visitors and preserve authenticity.
- Main Character Synergy: There’s no shortage of inspiration when it comes to where to head next. TikTok, Instagram Reels and word of mouth all spark curiosity, but film and TV are among the strongest catalysts for adventure. The White Lotus continues to turn its dramatic destinations into must-sees, while K-dramas and the new KPop Demon Hunters are calling fans to South Korea. In the U.K., Cornwall’s rugged coast and fishing villages – filming locations for House of the Dragon and Poldark – pull visitors into the narrative. Advisors say entertainment creates a natural synergy between stepping into a beloved story and discovering the culture around it through food tours, local markets, art districts and other authentic experiences. What begins as a playful escape often deepens into a genuine appreciation for the people and customs behind the scenes.
- From FOMO to Slow-mo: The fear of missing out is propelling globetrotters to extraordinary adventures, such as tracking Kenya’s Great Migration and exploring the Galápagos’ remarkable ecosystems. Boomers and Gen X, in particular, feel this urgency, spurred by global environmental changes and a sharpened awareness that “someday” can’t wait. Yet once they arrive, the pace shifts. River cruisers are requesting longer port stays to wander markets and neighborhoods at leisure. Safari-goers are choosing smaller camps where they can spend unhurried days watching wildlife. In South America, travellers linger in Argentina, Chile and Peru to pair adventure with food, wine and heritage. FOMO gets them on the plane, but “slow-mo” (slow motion) defines the experience. The rarer the location, the more travellers want to stretch out their stay and savour every moment.
- Unlimited Luxe: For the first time, the Luxe Report asked advisors about ultraluxe travel, revealing that 38% have seen an increase in recent requests. What’s especially notable is that ultraluxe is now defined by having every detail seamlessly included. Once viewed as mainstream convenience, “all-inclusive” has been elevated to cover everything from private transfers and Michelin-level dining to resort buyouts where chefs, wellness experts and guides are entirely at the guest’s disposal. Privacy fuels demand, as travellers seek out hidden islands and remote retreats where exclusivity and escapism are the ultimate indulgence. Celebration travel rounds out the top three ultraluxe experiences, with milestone birthdays, anniversaries and family gatherings driving interest in private yachts and secluded estates.
- The Healthy Wealthy: After years of upheaval, people are turning to wellness-focused journeys to restore balance and resilience. Requests span the globe, including Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica and retreats in the Canadian Rockies where silence, itself, is part of the healing. These trips can even span generations, with parents and grandparents encouraging younger (not-always-willing) participants to step away from social media and reconnect with the natural world. Mental health and longevity are just as important as physical fitness, and many view these trips as investments in a healthier future. According to advisors, health and wellness now ranks as the third-most requested experience for solo travellers, who are drawn to programs that foster structure and self-discovery.
The top 5 Canadian lists for each category follow:
Top Global Destinations
- Italy
- Portugal
- Greece
- Japan
- Croatia
Destinations on the Rise
- Iceland
- Costa Rica
- Antarctica
- Morocco
- Vietnam
Top Aspects of Sustainable Tourism
- Avoiding over-touristed destinations
- Wildlife conservation/interaction
- Farm-to-table dining
- Booking with companies that employ locals
- Giving back to/supporting local communities
Top Cities
- Lisbon
- Barcelona
- Paris
- Budapest
- Tokyo
Top Adventure Destinations
- Antarctica
- Canada
- Iceland
- Costa Rica
- Galápagos Islands
Top Honeymoon Destinations
- Greece
- Italy
- Bali
- French Polynesia
- Fiji
Top Cruise Itineraries
- Mediterranean
- Danube River
- Alaska
- Caribbean
- Greek Isles
Top Family Travel Destinations
- Costa Rica
- Dominican Republic
- Mexico
- Canada
- Italy
Top Solo Travel Destinations
- Canada
- Italy
- Ireland
- France
- Portugal
Top Solo Travel Experiences
- Guided tours
- Adventure travel/trekking
- Health and wellness
- Cultural exploration
- Culinary travel
Top Travel Trends
- Family travel (immediate family)
- Multigenerational family travel
- Ocean cruising destination
- Active / adventure trips
- Beach resort stays
Top Travel Motivations
- Celebrating a milestone
- Escaping foul weather
- Excitement of exploring a new destination
- Spending time with loved ones
- Rest and relaxation
Top Ultraluxe Travel Experiences
- All-inclusive experiences
- Privacy
- Celebration travel
- Hyper-personalized experiences
- Active/adventure trips
More than 2,400 travel advisors from Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East took the Luxe Report survey.
If this article was shared with you by a friend or colleague, you may enjoy receiving your own copy of Travel Industry Today with the latest travel news and reviews each weekday morning. It’s absolutely free – just CLICK HERE.