Forget the idea that traveling like a millionaire simply means booking the most expensive suite in Paris, spending the summer on a crowded Mediterranean beach, or choosing the most sought-after restaurant in a European capital.
In 2026, true privilege increasingly seems to be associated with something that no amount of money can produce on a large scale: exclusivity.
The Virtuoso Luxe Report 2026, based on responses from more than 2,400 travel advisors in over 50 countries, reveals that high-net-worth travelers remain willing to spend. For 55% of the professionals surveyed, spending per trip is expected to increase moderately.
But the way that money is being spent is changing. Avoiding overly touristy destinations has become a priority, while privacy ranks among the most desired experiences in the ultra-luxury segment.
Italy remains on top — but the way people visit has changed
If there is one country wealthy travelers are still unwilling to give up, it is Italy. It ranks first among the global destinations most sought after by Virtuoso clients in 2026.
That interest, however, does not necessarily mean facing crowds at the height of summer. One of the major trends is traveling during the so-called shoulder seasons, enjoying classic destinations during less congested periods.
This movement became even more evident throughout 2026. Data released during Virtuoso Travel Week indicated that bookings for September rose sharply, with travelers choosing to travel later, stay longer, and experience destinations under conditions considered more favorable.
Japan is among luxury travelers’ favorites
Japan ranks second in Virtuoso’s global ranking.
The country combines several characteristics sought by today’s high-end traveler: exceptional cuisine, culture, sophisticated service, and experiences that can be highly personalized.
Rather than simply visiting famous attractions, the luxury trend is moving toward cultural immersion and privileged access — an important shift away from tourism based solely on five-star hotels and shopping.
Greece and France remain firmly on the map
Greece and France rank third and fourth, respectively, among the most sought-after global destinations.
But even Europe’s classic destinations are being affected by the search for tranquility. Traveling outside the busiest periods has become a way to transform familiar destinations into more exclusive experiences.
The logic is simple: for those who can choose when to travel, avoiding lines, extreme heat, or crowded beaches has become a luxury just as important as the accommodation itself.
Croatia is one of the destinations to watch
Croatia ranks fifth in Virtuoso’s list, ahead of Portugal and Spain.
Its presence among the traditional giants of luxury tourism helps reveal another transformation: sophisticated travelers are becoming more receptive to destinations capable of combining extraordinary scenery, cultural experiences, and a greater sense of discovery.
South Africa, Australia, and Canada complete the global Top 10.
Greenland, Iceland, and Antarctica represent the new luxury
Outside the ranking of the most popular destinations, there is an even more revealing trend.
Greenland, Iceland, and Antarctica are attracting interest precisely because they offer what is becoming rare in traditional destinations: space, monumental nature, and the possibility of escaping the crowds.
It is the phenomenon of traveling to cooler climates and remote regions. Expeditions, virtually untouched landscapes, and experiences that are difficult to replicate are gaining value among travelers who have already seen much of the world.
Privacy has become a status symbol
This may be the biggest change in luxury tourism in 2026.
The wealthiest traveler does not necessarily want to show where they are. They may prefer a hidden island, a private villa, or a remote retreat where they can simply disappear.
It is a significant transformation in the concept of luxury. Instead of displaying access to places visited by everyone, the new status symbol may be precisely the ability to reach places where almost no one else is.
For the super-rich, the perfect trip in 2026 does not simply need to be expensive. It must offer something that is becoming increasingly difficult to buy: time, space, access, and privacy.
Sources: Virtuoso Luxe Report 2026 and data presented during Virtuoso Travel Week 2026.
+ Lamborghini launches US$ 5,000 baby stroller with supercar leather and only 500 units
+ LATAM A320 with 151 people on board leaves runway at Brazilian airport
This content was created with the help of AI and reviewed by the editorial team.
