SmartFlyer this month released its third Travel Trends Report, detailing—based on insights from its global network of advisors, firsthand scouting and conversations with its peers—“the patterns, passions and pivots” shaping the way luxury travellers will explore the world in 2026.
According to the ‘2026 Travel Trends Report,’ next year “is set to be defined by intentional, joy-driven itineraries that blend cultural cachet, design-led stays, and once-in-a-lifetime moments.” The New York City-based luxury travel agency identified 10 specific trends it expects to flourish in 2026.
Those are:
1. “Transformational Travel” Is Booming
Luxury travellers are no longer waiting for “someday” to book their bucket list trips. Six-figure bookings by SmartFlyer travel advisors have increased 26% year-over-year, with safari itineraries surging by 22%.
Said the agency: “While spend alone doesn’t dictate the level at which a trip will have emotional resonance … investment of this calibre does showcase a deeply intentional approach to how our agents and clients are partnering on travel plans.”
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2. Hotel Brands-Turned-Cruise Lines Are Enticing Travelers
The Ritz-Carlton, Four Seasons, Orient Express and Aman are just a few luxury hotel brands that have launched—or plan to launch—small cruise ships. SmartFlyer Head of Cruise Saul Fonseca added that “hotel brands at sea aren’t just enhancing cruise offerings; they’re redefining the category altogether. With the entry of trusted hospitality names, we’re seeing travellers who once swore off ships now leaning in with curiosity—and booking.”
3. Americans Are Travelling Together
Citing several external reports that said, among others, only 4.1% of Americans attended or hosted a social event on a typical weekend—which ius down 35% since 2004 and that over 37% of Americans feel stuck in a social rut and 44% haven’t vacationed with friends in a year. “Group travel offers a powerful antidote,” said SmartFlyer, adding that “requests for intimate destination weddings, long-term villa stays, and yacht charters are at an all-time high.”
4. Milan, Dolomites “Dominate” Ahead of Olympics
Not that Italy needs any help retaining its top spot on many travellers’ wish lists, but the 2026 Winter Olympics in Cortina d’Ampezzo and Salone del Mobile in Milan are driving added desire for northern Italy. Here, said SmartFlyer, “fashion, design and alpine adventure are stealing the spotlight.”
The agency added that “the 2026 Winter Olympics are sparking early demand for prime ski-in/ski-out stays and private chalets, often paired with Milan’s cultural scene for itineraries that blend alpine adventure with Italian glamour.”
5. The Rise of “High-Touch, Boutique Air Operators”
The demand for private aviation is surging—which is something SmartFlyer’s Beth Washington told LATTE recently at Virtuoso Travel Week—especially as commercial airfare continues to rise in cost, maintaining top-tier status in loyalty programs becomes increasingly difficult and the actual product quality diminishes.
In the report, SmartFlyer Founder & CEO Michael Holtz explained, “Private aviation has gone from being a once-in-a-while indulgence to a strategic part of how our clients travel. It’s not just about the privacy these charters provide—it’s about efficiency and access.”
6. Global Cultural Events Are a Major Draw
The mantra of “right place, right time” is a purposeful attitude among travellers, said SmartFlyer. This could include, for instance, “aligning a trip with the buzziest moment of Art Basel, or arriving in Paris just as a major retrospective opens at the Fondation Louis Vuitton or being invited to join a brand dinner during Milan Design Week.”
Hotels, too, are taking advantage of this trend, hosting their own seasonally and culturally driven programming on property.
7. The “Commodification of Experience” Continues
As explained by SmartFlyer COO and Managing Partner Erina Pindar, hotels are becoming brands with their own cultural cachet—especially in the luxury consumer cohort. “Hotel Esencia’s striped totes, Le Bristol Paris’ Sporty & Rich sweats, and Ritz Paris’ FRAME capsule collections are worn as lifestyle statements, not just souvenirs,” said Pindar.
This “commodification of experience” is changing the way clients interact with hotels.
8. Tennis and Golf Take Centre Court
Despite the seemingly surging popularity of pickleball at resorts globally, tennis and golf still share the spotlight, said the luxury travel agency. These sports “are fuelling a new wave of destination-driven itineraries,” it added. Not only are travellers seeking world-class courts and courses, memberships and private coaching, but trips are being planned about marquee events like Wimbledon and The Masters.
9. Big Brands Fuelling “Seemingly Independent Hotels”
Big hotel brands, said SmartFlyer, “are leaning into indie aesthetics to attract a new generation of travellers who crave authenticity over uniformity.” Examples of this include Hyatt’s Unbound Collection and Marriott’s Luxury Collection.
This approach works on multiple levels for the hotels: They can “maintain the illusion of independence,” while having the financial backing and other infrastructure of the parent company to carry out renovations, implement sustainable initiatives and ensure consistency in service.
10. Families Pivot Festive Travel to Europe
Instead of flying to the beaches of the Caribbean or Mexico in the winter—Americans, according to SmartFlyer, are now opting for European mainstays like Paris, London and Rome. Chasing value, clients are skipping the five-figure beach resort “that may feel like a rinse-and-repeat” and are instead seeking the “culture, history and holiday magic” of Europe’s capitals.
