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Is it too early to start thinking about New Year’s resolutions? Well, if more travel in 2027 has been on your mind, perhaps a luxury trip should make that list, too.
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Offering inspiration for high-end tourism, Virtuoso’s 2027 Luxe Report draws on insights from more than 3,100 travel advisors across more than 50 countries to reveal what will shape luxury travel in the coming year.
According to those surveyed by the global network of agencies, 59% of advisors predict spending on trips will increase modestly and 13% forecast a significant increase, while a further 23% expect spending to remain at 2026 levels.
This suggests that luxury travellers are “not simply maintaining current levels but accelerating their prioritisation of meaningful experiences and investing more in access, quality and time”, Virtuoso said, adding that “value and safety” have become increasingly important in deciding where they go and how they travel.
In 2027, Europe is set to dominate the luxury travel map, with seven of the top 10 most popular global destinations. Following Japan in first place, Italy, France, Greece and Spain make up the top five, while Croatia, South Africa, Portugal, the UK and the US are in the top 10.
Celebrating milestones, excitement to explore a new destination, and spending time with loved ones are the top three reasons why affluent travellers will be jetting away next year.
Other leading travel trends include multigenerational family travel, immediate family travel, and expedition cruising.
Top ‘ultraluxe travel’ experiences
Virtuoso’s survey found that advisors saw a 47% increase in “ultraluxe travel”, which covers exclusive use, private or exceptionally high-end experiences.
So, what will shape the experiences of the high-end traveller next year?
Luxury all-inclusive experiences
All-inclusive experiences top the ultraluxe travel list for 2027. In a separate report, Virtuoso said that “these days, the best all-inclusive properties are rewriting the script”. The company added that “tasting menus take the place of buffets, private villas reign over cookie-cutter rooms, and service is genuine and personal, never transactional.”
Celebration travel
From destination weddings and anniversaries to family gatherings, graduations and milestone birthdays, celebration travel ranks second among the ultraluxe travel experiences. According to Virtuoso’s research, Greece, Bali, Maldives, Italy and French Polynesia rank among the top five honeymoon destinations for 2027.
Privacy
With social media’s ability to quickly turn obscure destinations into must-see, overcrowded spots overnight, for the luxury traveller, privacy means avoiding the queues and camera clicks, while being able to move through the world with minimal friction.
Hyper-personalised experiences
Luxury travellers are no longer satisfied with splurging on a trip abroad just for the sake of it. They are instead pursuing encounters that are personal. According to the report, personal enrichment and education ranked eighth on the top 10 motivations for why the affluent will travel next year.
From the tarmac to bed and board, luxury travellers’ tastes are shifting from generic, off-the-shelf experiences to ones shaped by their exact preferences, which provides a sense of exclusivity. This can include private tours or one-of-a-kind dining experiences catered around their preferences.
Active and adventure trips
Rounding up the ultraluxe travel experiences list are active and adventure trips, with “seeking adventure” ranking 10th among affluent travellers’ top motivations for travel in 2027. Virtuoso’s research found Antarctica, South Africa, Iceland, Costa Rica and Kenya as the top five most popular adventure travel destinations for next year.
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