Japan continues its ascent, ranking just behind Italy as the top global destination and a top pick for family travel.

Luxury travelers are spending more—but with greater intention. That’s one of the top takeaways from the newly released 2026 Virtuoso Luxe Report, which draws insights from 2,485 Virtuoso-affiliated advisors across more than 50 countries.

According to the findings, travelers in the luxury segment remain committed to exploration, but are increasingly mindful of value and meaning. Nearly half of advisors surveyed expect travel demand to rise in 2026, with 18 percent anticipating a significant increase. More than half predict per-trip spending will climb modestly, underscoring a willingness to invest in experiences that feel restorative, personal and authentic.

Key Trends

The Luxe Report identified five key trends highlighting how upscale globetrotters are asserting their influence in the travel sphere for 2026. Among the five leading travel trends shaping the year ahead:

Crowd Control: Avoiding over-touristed destinations and seeking comfortable climates have become hallmarks of the new definition of sustainable luxury.

From FOMO to Slow-mo: Many travelers—particularly Boomers and Gen X—are chasing bucket-list adventures with a sense of urgency, yet once on the ground, they’re slowing down to savor the experience.

Unlimited Luxe: Ultraluxury is evolving to mean all-inclusive ease, with everything seamlessly arranged, from private transfers and Michelin-level dining to full resort buyouts.

Wellness also continues its rise, with Virtuoso advisors citing a surge in trips centered on mental health, longevity and reconnection with nature. Multigenerational wellness travel is on the upswing, with parents and grandparents encouraging younger family members to disconnect and recharge.

On the destination front, Japan continues its ascent, ranking just behind Italy as the top global destination and top pick for family travel. Iceland, Antarctica and Norway lead as the top “Destinations on the Rise,” reflecting travelers’ growing appetite for cool, crowd-free environments.

Meanwhile, Morocco and Egypt have climbed the list, with demand for private Nile cruises and early access to the Grand Egyptian Museum driving interest. Other noteworthy risers include Vietnam, praised for its value and authentic appeal, and Canada, which appears in multiple categories for adventure, family and solo travel.

For the full 2026 Virtuoso Luxe Report, visit virtuoso.com.

AloJapan.com