Butterfield & Robinson taps into high-end trends

Butterfield & Robinson has revealed some of the trends that will be driving high-end travel in 2026.

B&R notes that in 2026, one thing is clear — luxury travellers aren’t just seeking out new destinations, they’re keen to explore in new ways. And that can mean journeys that foster family traditions, offer privacy, or are entirely tailored to their preferences and passions.

Kristi Elborne, B&R’s Chief Experience Officer, explained: “We’re seeing travellers look to more niche styles of travel so trips can fit their specific needs, but also because doing so allows them to connect more deeply to the communities they’re visiting.”

In fact, four trip styles have emerged as preferred by B&R travellers, each offering their own unique take on an active adventure.

Multi-generational 

A trend that started as travel resumed post-pandemic has only grown — and the demand for inventive itineraries that can spark joy and offer diversity of activity is key now more than ever.

B&R travellers are using multi-generational trips to kick-start new traditions and foster legacy, so much so that the company this fall launched a new trip category: Multi-Gen Legacy trips.

The key, Elborne said is to “balance shared adventures with space for each person in the family to experience the journey in their own way.” Where others see logistical complexity, B&R Experience Designers seize opportunity for insider access and include in multi-generational trips everything from private entry to iconic sites, candlelit abbeys and chapels, to access to secret farms and wineries.

At B&R, multi-generational travel has seen a 52% increase year-over-year in 2025.

Customization

Bespoke is a pillar of B&R’s product offering and has been for decades. The demand for personalized journeys is higher than ever before. Whether the group size is two or 80, the customization available through Bespoke travel is unmatched and can apply to everything from cultural journeys to family history trips. Customization allows travellers to pursue their interests—whether culinary, design, spiritual or sports—at the exact pace they prefer, for whatever timeframe they choose, whether it’s a weekend escape or a multi-country trek.

Private Cruising

The industry is seeing the growth of micro-cruising and B&R travellers are no exception.

Said Elborne: “Our thriving By Sea business this year grew 130% in departures over 2024.”

Adventure by luxury yacht allows for intimate sailing holidays, privacy that can’t be found at on-land hotels and access to quiet marinas and off-the-radar ports that allow travellers to quickly immerse themselves in local culture.

By Sea travellers also cover more geography than is typically doable during a week on land. “Croatia, Greece, Türkiye and the Galápagos are leading the way as travellers embrace the ease, comfort and intimacy of private yacht exploration,” she adds.

Villas

For groups, whether family or friends, villa stays offer a flexible space not easily found at hotels. With villas and private estates, everyone has room to spread out when they need to and can come together in communal spaces when they want. They also allow for tailored local immersion.

Elborne said: “We bring the destination to you—private wine tastings, live music in the evenings, kids’ cooking classes and storytelling under the stars.”

On top of this, travellers get concierge-level planning through every part of their stay so that group can simply arrive and unwind.

For more, go to https://www.butterfield.com/ .