Crowd avoidance, off-peak trips to drive next 12 months of luxury travel: Virtuoso


Louis Vuitton featured children exploring the Icelandic countryside in a luggage campaign photographed by Viviane Sassen. Image credit: Louis Vuitton 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.

Pace, place, purpose
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.

Croatia will make waves in 2024 after garnering increased attention in recent years for being the filming location for noteworthy scenes in popular TV shows like HBO's "Game of Thrones." Image courtesy of Virtuoso Featured on previous annual lists, Croatia remains among Virtuoso’s top 10 most popular destination predictions for 2026. Image courtesy of Virtuoso

In fact, despite general economic pressures, ultraluxe travel continues to gain momentum. Forty-five 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 wellness programming and exclusive-use properties.

Wellness has also solidified its role as a core travel driver rather than an ancillary benefit. Health- and wellness-focused trips now rank among the most requested experiences, particularly for solo travelers seeking structure, self-discovery and long-term wellbeing. Additionally, multigenerational wellness journeys are on the rise, as families use travel as a tool for reconnection and balance.

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 destinations “on the rise,” including Morocco, Vietnam and Costa Rica, pointing to the appeal of culturally rich locations that prioritize adventure and authenticity.

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