As 2027 approaches, affluent travellers are not just planning holidays—they are curating experiences. The latest Luxury Travel Trends Report from Virtuoso, a global network of travel agencies, draws on insights from over 3,100 advisors across more than 50 countries to map the future of high-end tourism. The findings point to a sector that is not merely holding steady but accelerating its focus on meaningful, personalised journeys.
According to the survey, 59% of advisors expect a modest increase in travel spending next year, while 13% forecast a significant rise. A further 23% anticipate spending to remain at 2026 levels. Virtuoso interprets this as a sign that luxury travellers are “not simply maintaining current levels but accelerating their prioritisation of meaningful experiences and investing more in access, quality and time.” The report also notes that “value and safety” have become decisive factors in destination choice and travel style.
Europe’s dominance in 2027
Europe is set to dominate the luxury travel map, with seven of the top ten most popular global destinations. Japan takes the top spot, but Italy, France, Greece, and Spain fill the next four places. Croatia, South Africa, Portugal, the UK, and the US round out the top ten. This European concentration reflects a broader trend: travellers are seeking cultural depth, culinary excellence, and historical richness—all of which the continent offers in abundance.
The primary motivations for affluent travellers next year are celebrating milestones, exploring new destinations, and spending time with loved ones. Multigenerational family travel, immediate family trips, and expedition cruising are also leading trends, indicating a shift towards shared experiences and adventure.
The rise of ultra-luxury experiences
Virtuoso’s research reveals a 47% increase in “ultraluxe travel,” defined as exclusive-use, private, or exceptionally high-end experiences. This segment is reshaping what luxury means, moving away from ostentatious displays of wealth towards discreet, tailored encounters.
All-inclusive reimagined tops the list for 2027. The report notes that “these days, the best all-inclusive properties are rewriting the script. Tasting menus take the place of buffets, private villas reign over cookie-cutter rooms, and service is genuine and personal, never transactional.” This is a far cry from the traditional buffet-and-bracelet model, appealing to travellers who want both convenience and refinement.
Celebration travel ranks second, with destination weddings, anniversaries, graduations, and milestone birthdays driving bookings. Greece, Bali, the Maldives, Italy, and French Polynesia are the top five honeymoon destinations for 2027, according to Virtuoso’s data.
Privacy is another key driver. In an era where social media can turn a hidden gem into a crowded hotspot overnight, luxury travellers increasingly value the ability to move without queues or camera clicks. This desire for discretion extends to every aspect of the journey, from private transfers to secluded villas.
Hyper-personalised experiences are also on the rise. Travellers are no longer satisfied with generic packages; they seek encounters shaped by their exact preferences. This can include private tours, bespoke dining, or educational opportunities—personal enrichment and education ranked eighth among motivations for travel in 2027.
Rounding out the list are active and adventure trips, with “seeking adventure” ranking tenth. Antarctica, South Africa, Iceland, Costa Rica, and Kenya are the top five adventure destinations for next year, offering everything from polar expeditions to safari treks.
For those planning a 2027 escape, the message is clear: luxury is no longer about opulence alone, but about authenticity, exclusivity, and personal meaning. As the definition of luxury travel evolves, Europe remains the stage for the most sought-after experiences.
However, travellers should also be mindful of broader challenges. The tourism industry faces climate-related threats, and rising costs are partly linked to environmental pressures. For the discerning traveller, choosing sustainable and responsible options is becoming part of the luxury experience itself.
