Virtuoso taps into 2026 luxury trends in new report

Once again, Virtuoso is tapping into the key trends shaping luxury travel in the coming year.

Using the expertise and insights of its member agencies, The 2026 Virtuoso Luxe Report uses the expertise and insights of its member agencies to determine what’s now and what’s next for savvy travellers.

Its findings reveal that those travellers are no longer satisfied with luxury for its own sake. Instead, they are pursuing exotic encounters, slowing down to savour each moment and curating journeys that are meaningful, restorative and deeply personal.

Luxury travellers are willing to spend more but are mindful of rising costs, seeking value that enhances their experiences. This makes their relationship with a trusted travel advisor even more essential.

Nearly half of Virtuoso’s Canadian advisors surveyed foresee at least a slight rise in travel demand next year, with 13% anticipating a significant increase. Spend per trip is expected to remain high, with 60% predicting at least a modest increase (five points above this year’s global percentage) and 18% expecting spend to stay the same.

As for how Canadian travellers are making their influence known in the travel sphere in 2026, The Luxe Report identified five key trends that included:

• Crowd Control: For today’s well-heeled traveller, comfortable climates and the freedom to enjoy the destination unencumbered by crowds are the new luxury. This growing desire to sidestep overtourism has become the top aspect of sustainable travel, with increasing interest in Greenland’s serene fjords, Iceland’s volcanic scenery and Antarctica’s vast ice fields, as well as shoulder-season visits to classics like Italy and France. Bhutan also embodies this trend with its high-value, low-volume approach, where daily fees limit visitors and preserve authenticity. 
• Main Character Synergy: There’s no shortage of inspiration when it comes to where to head next. TikTok, Instagram Reels and word of mouth all spark curiosity, but film and TV are among the strongest catalysts for adventure. The White Lotus continues to turn its dramatic destinations into must-sees, while K-dramas and the new KPop Demon Hunters are calling fans to South Korea. In the U.K., Cornwall’s rugged coast and fishing villages – filming locations for House of the Dragon and Poldark – pull visitors into the narrative. Advisors say entertainment creates a natural synergy between stepping into a beloved story and discovering the culture around it through food tours, local markets, art districts and other authentic experiences. What begins as a playful escape often deepens into a genuine appreciation for the people and customs behind the scenes.  
• From FOMO to Slow-mo: The fear of missing out is propelling globetrotters to extraordinary adventures, such as tracking Kenya’s Great Migration and exploring the Galápagos’ remarkable ecosystems. Boomers and Gen X, in particular, feel this urgency, spurred by global environmental changes and a sharpened awareness that “someday” can’t wait. Yet once they arrive, the pace shifts. River cruisers are requesting longer port stays to wander markets and neighborhoods at leisure. Safari-goers are choosing smaller camps where they can spend unhurried days watching wildlife. In South America, travellers linger in Argentina, Chile and Peru to pair adventure with food, wine and heritage. FOMO gets them on the plane, but “slow-mo” (slow motion) defines the experience. The rarer the location, the more travellers want to stretch out their stay and savour every moment. 
• Unlimited Luxe: For the first time, the Luxe Report asked advisors about ultraluxe travel, revealing that 38 percent have seen an increase in recent requests. What’s especially notable is that ultraluxe is now defined by having every detail seamlessly included. Once viewed as mainstream convenience, “all-inclusive” has been elevated to cover everything from private transfers and Michelin-level dining to resort buyouts where chefs, wellness experts and guides are entirely at the guest’s disposal. Privacy fuels demand, as travellers seek out hidden islands and remote retreats where exclusivity and escapism are the ultimate indulgence. Celebration travel rounds out the top three ultraluxe experiences, with milestone birthdays, anniversaries and family gatherings driving interest in private yachts and secluded estates.
• The Healthy Wealthy: After years of upheaval, people are turning to wellness-focused journeys to restore balance and resilience. Requests span the globe, including Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica and retreats in the Canadian Rockies where silence, itself, is part of the healing. These trips can even span generations, with parents and grandparents encouraging younger (not-always-willing) participants to step away from social media and reconnect with the natural world. Mental health and longevity are just as important as physical fitness, and many view these trips as investments in a healthier future. According to advisors, health and wellness now ranks as the third-most requested experience for solo travellers, who are drawn to programs that foster structure and self-discovery.

As for the Canadian traveller, the 2026 Virtuoso Luxe Report found that they’re chasing both cooler settings and sun-soaked escapes.

Iceland takes the number one spot for destinations on the rise, captivating travellers with its dramatic landscapes and geothermal wonders, while Antarctica attracts thrill-seekers eager for once-in-a-lifetime expeditions.

Warm-weather destinations shine just as brightly: Costa Rica ranks second among rising destinations, celebrated for its lush rainforests, abundant wildlife and versatility as a top choice for family getaways, adventure travel and honeymoons.

Morocco and Vietnam each climbed two spots from last year, securing their place in the top five destinations on the rise. Japan continues to capture attention across multiple categories, placing in the top five global destinations and making the top 10 for family travel, solo travel and cruises.

For the first time, Kyoto joins Tokyo as one of the top 10 cities to visit in 2026. Closer to home, Canada makes its mark with strong domestic appeal, ranking in the top five for family and adventure travel, and securing the number one spot for solo trips.

Stylish alternatives to European icons are stealing the spotlight, including Riga, Latvia, with its striking Art Nouveau architecture, Albania’s sun-soaked Riviera, Montenegro’s intimate Adriatic resorts and Malta’s historic towns brimming with Mediterranean charm. Each serves as a less expensive, less crowded alternative to more touristed countries like Italy and Croatia.

Go to www.virtuoso.com for more.