Luxury cruises. Photo: Shutterstock Virtuoso has released its latest Luxe Report, an annual look at how high-end travelers are planning their trips for the coming year. The report draws on insights from more than 2,400 travel advisors across more than 50 countries, all of whom work closely with clients who treat travel as a major part of their lifestyle. Their feedback gives a clear picture of what affluent travelers are thinking about for 2026, and what is driving their choices.
Advisors say their clients are still ready to spend, though most are paying closer attention to value amid rising prices. Many travelers are leaning even more on trusted advisors to help them make the most of their trips. Almost half of the advisors surveyed expect demand to rise slightly next year, while nearly one in five predicts a stronger jump. Spending is also expected to stay high, with most advisors anticipating modest increases in trip budgets.
The report breaks down what is inspiring travelers right now. Family trips continue to dominate both immediate-family and multigenerational travel. Active trips, cultural immersion, expedition cruising, and the desire for authentic experiences round out the year’s biggest trends. When it comes to personal motivations, travelers are most often hitting the road to mark milestones, explore new places, reconnect with loved ones, rest, escape bad weather, or focus on wellness.
Lefkada. Photo: SHUTTERSTOCKThe list of top destinations includes classic favorites that continue to hold strong, with Italy as the number-one choice, closely followed by Japan, Greece, France, and Croatia. Iceland, Antarctica, Norway, Morocco, and Egypt are also slowly gaining momentum as part of the “on the rise” category.
Paris tops the list of most-requested cities, while Antarctica takes first place among adventure travelers. Italy, Greece, and Bali remain popular honeymoon destinations.
Cruising remains a major draw, especially itineraries in the Mediterranean, Alaska, and the Greek Islands. Family travelers are keeping Italy, Japan, Costa Rica, the United States, and Greece at the top of their lists. Solo travelers are choosing Italy first as well, with France, Japan, and Canada close behind.
The report also shows how travel priorities are shifting. Advisors say 45% of their clients are showing more interest in “ultraluxe” experiences, which include full-service stays, privacy, celebration travel, and highly personalized itineraries. Another 45% say climate change is now influencing how their clients choose destinations and timing, with many travelers opting for shoulder seasons, moderate climates, and insurance that covers extreme weather.
Travelers are also placing greater emphasis on sustainability, including avoiding crowded spots, supporting wildlife conservation, choosing restaurants that source locally, and booking with companies that hire locally.