2026 Travel Trends Report
In its third annual edition, our 2026 Travel Trends Report distills the patterns, passions, and pivots shaping the way thoughtful travelers will explore the world in the year ahead.
From transformational journeys that just so happen to dip into the six-figures to a reimagined cruising category to a Milan-and-Dolomites takeover ahead of the Winter Olympics, 2026 is set to be defined by intentional, joy-driven itineraries…
Built on insights from our global network of advisors, firsthand scouting insights gleaned across seven continents, and daily conversations amongst our community, this year’s forecast reveals a clear throughline: travelers are no longer waiting for “someday.” From transformational journeys that just so happen to dip into the six-figures to a reimagined cruising category to a Milan-and-Dolomites takeover ahead of the Winter Olympics, 2026 is set to be defined by intentional, joy-driven itineraries that blend cultural cachet, design-led stays, and once-in-a-lifetime moments. Whether it’s resort-branded lifestyle collaborations, the rise of semi-private aviation, or a shift in family travel during festive from beach cabanas to European boulevards, these are the 2026 travel trends poised to influence where—and how—the world’s most discerning travelers will go next.
2026 TRAVEL TRENDS WE’RE BREAKING DOWN
No More ‘Someday’: Transformational Travel is Booming
Six-figure bookings by SmartFlyer travel advisors have increased 26% year-over-year, with safari itineraries alone surging by 22%.
If there’s one takeaway from our latest booking report, it’s that travelers are prioritizing transformative experiences now—they aren’t waiting for “someday” to book big-ticket trips. Six-figure bookings by SmartFlyer travel advisors have increased 26% year-over-year, with safari itineraries alone surging by 22%. And while spend alone doesn’t dictate the level at which a trip will have emotional resonance and, in turn, impact, investment of this caliber does showcase a deeply intentional approach to how our agents and clients are partnering on travel plans.
High-touch itineraries built with purpose are often ones that bring together multi-generational families and friend groups—while we’ll be diving into how the urge to have a bit of fun is a driving factor later in this trends report, first, let’s talk about where these transformational trips are taking place. Yacht charters are at the top of the list with travelers allured by privacy and the opportunity to reach otherwise inaccessible spots along the Mediterranean and Adriatic coasts. We’re seeing a notable uptick in seven-to-ten-night charters tracing Corsica and Sardinia, as well as the lesser-known islands of Greece.
Safari remains a cornerstone of transformational travel, unlocking encounters with nature and fostering deep connection to conservation efforts. With itineraries like Eight Nights in Magical Kenya, Twelve Days in Tanzania, combining South Africa and Botswana, or going Gorilla Trekking in Rwanda, often times, the bush portion is the segway to a remote beach. From the pristinely appointed Cheval Blanc Seychelles to Miavana in Madagascar, these remote island stays lead in both rate and experience. In sum, these big-ticket stays aren’t aspirational anymore; they’re actionable, and clients are turning to savvy travel advisors to have them planned to perfection.
Hotel Brands at Sea Set to Change Luxury Travelers
In our 2025 Travel Trends Report, we highlighted the travel trend that revolved around making the mode of transport the actual trip. That trend certainly bore itself out with the launch of Orient Express’ La Dolce Vita train through Italy, Belmond’s Eastern & Orient Express train through Malaysia, and the launch of The Ritz-Carlton Yacht Collection’s third vessel, Luminara. Having just disembarked from her inaugural voyage, we’ve got our eyes keenly set on how the prevalence of hotel brands at sea will continue to change luxury travelers’ perception of what it means to cruise.
…For years, many luxury travelers saw cruising as outside their world. Now, those same clients are taking notice—drawn by the familiarity, design ethos, and service standards they already trust on land.
Few brands are a better use case for curious travelers’ willingness to translate brand loyalty from hotel to cruise product than Four Seasons. In early 2026, Four Seasons Yachts will set sail—of the several bookings we have on initial journeys, the vast majority of passengers are first-time cruisers. It’s their loyalty to the Four Seasons brand—not an inherent love of cruising—that motivated them to book. SmartFlyer’s Head of Cruise, Saul Fonseca weighs in, sharing, “We’re at a turning point. 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 travelers who once swore off ships now leaning in with curiosity—and booking. For years, many luxury travelers saw cruising as outside their world. Now, those same clients are taking notice—drawn by the familiarity, design ethos, and service standards they already trust on land. This isn’t just evolution—it’s a reinvention of luxury at sea.”
And Four Seasons isn’t alone. Orient Express is preparing to debut Corinthian, a one-of-a-kind sailing yacht that promises to marry maritime elegance with the brand’s storied heritage. Following close behind is Aman’s hotly anticipated Amangati, bringing the brand’s signature serenity to sea. For travelers who have always sought out luxury on land, these new entrants offer an entirely fresh chapter—one where the journey truly becomes the destination.
Americans Are Craving Fun and Traveling Together to Fill the Void
A recent Atlantic essay by Ellen Cushing opens with a striking claim: “America is in a party deficit.” Only 4.1% of Americans attended or hosted a social event on a typical weekend during the survey period—a number down 35 % since 2004. Teenagers and young adults have declined most drastically, with 70% fewer parties than two decades ago. The thing is, most Americans cite wanting to go to parties—but no one seems to want to host them, resulting in widespread loneliness and social disconnection.
Group travel offers a powerful antidote. Instead of traditional parties at home, Americans are turning vacations into social events—we’re seeing a rise in friend group reunions, milestone birthday celebrations, and even less conventional themed trips, like divorce parties. These trips serve double duty: they satisfy the craving for shared experiences while removing the pressure on any one person from hosting. According to a recent survey, over 37% of Americans feel stuck in a social rut, and 44% haven’t vacationed with friends in a year, yet 22% say a trip with friends is exactly what they need—and it’s seen as more meaningful than time off with family or partners.
In short, the group trip has become the new house party—except this time, no one has to clean up.
At SmartFlyer, we’re seeing this trend firsthand. Requests for intimate destination weddings, long-term villa stays, and yacht charters are at an all-time high, particularly in destinations that lend themselves to a sense of occasion—think Mykonos, Mallorca, and the Caribbean, or alpine resorts for ski season. The magnetic pull of St Barths for this type of trip can’t be overlooked, with both suites and villas across Eden Rock – St Barths‘s portfolio remaining top booked. Travelers are asking for more than just accommodation; they want itineraries that feel like holistic experiences, inclusive of tailored culinary highlights, exclusive access to nightlife and cultural exhibitions, and a touch of the unexpected along the way. In short, the group trip has become the new house party—except this time, no one has to clean up.
All Eyes on Northern Italy: Milano and the Dolomites Dominate
Italy has always been a SmartFlyer’s top booked destination, but a travel trend we’re tracking is how demand within Italy is shifting. Our latest booking data shows a clear pivot north, where fashion, design, and alpine adventure are stealing the spotlight. From the creative energy of Salone del Mobile in Milan to the anticipation of the 2026 Winter Olympics in Cortina d’Ampezzo, cultural moments combined with a wave of new hotel openings are shaping the way our clients experience the country.
When it comes to the Milan of it all, we’re finding that the person who used to be whisked away straight to Como is now asking about tacking on a few days in Milan—and lucky for us, there is more product than ever to offer. Joining the ranks of favorites like Mandarin Oriental, Milan, Park Hyatt Milan, Hotel Principe di Savoia, and Portrait Milano, several major hotel brands have big openings slated here in 2026. The Carlton, a Rocco Forte Hotel, is set to join its apartment product at Rocco Forte House Milan with a newsworthy seventy-one-key hotel. Rosewood Hotels is also set to make a splash with its Rosewood Milan opening, while IHG has Six Senses Milan in the pipeline. Then, on the boutique side of things, J.K. Place has J.K. Place Milano in development.
…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.
Beyond Milan, the allure of the Dolomites continues to rise, and the 2026 Winter Olympics set to take place in Cortina d’Ampezzo are only accelerating that momentum. The recent reopening of Aman Rosa Alpina following an extensive renovation joins HOTEL de LEN, Gardena Grödnerehof Hotel & Spa, COMO Alpina Dolomites, and the opening of Ancora Cortina, a thirty-five-room family-owned gem backed by the same team as Borgo Egnazia, which will offer views directly to the slopes where the Games are taking place. Additionally, we have our eyes on the forthcoming Mandarin Oriental property in the Dolomites. In sum, 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.
Private, Perfected: The Rise of High-Touch, Boutique Air Operators
From short scenic hops to remote-island arrivals, the demand for private aviation is surging—and boutique, high-touch operators are setting a new standard for how we travel smarter. As SmartFlyer Founder & CEO Michael Holtz explains, “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. Our job is to connect travelers with the best partner for each trip, and we leverage our relationships with leading brokers and operators alike to do so.”
We’re seeing a notable surge in clients going private to reach difficult-to-reach resorts, including Amangiri in Arizona, Nemacolin in Pennsylvania, and The Greenbrier Resort in West Virginia, as well as longer journeys to get to Mandarin Oriental, Canouan and Soho House Canouan in the Caribbean and even the far reaches of Fogo Island Inn in Canada. Many have maxed out their WheelsUp hours on camp visits and weekend getaways and are leaning on advisors to coordinate routes and logistics for leisure trips with precision. The appeal is simple: time saved, comfort maximized, and the ability to reach destinations commercial flights can’t touch.
And on the semi-private side, operators like Tradewind Aviation shine: their Pilatus PC-12s—fitted with just eight plush seats instead of the typical twelve—deliver a noticeably more spacious, bespoke experience. Scheduled service options, like Tradewind’s regular flights to Nantucket, Martha’s Vineyard, and St. Barths, offer a hybrid between commercial convenience and true charter luxury, giving travelers access to remote destinations without compromising on service. In 2026, flying private isn’t just a splurge—it’s becoming an integral layer of high-touch travel planning, woven seamlessly into itineraries alongside yachts, villas, and remote destinations. For the world’s most discerning travelers, it’s no longer about if they’ll fly private—it’s about who they’ll trust to get them there.
Culture as Currency: The Scene Isn’t Accidental—It’s Artfully Engineered
When looking at 2026 travel trends, being in the right place at the precisely timed cultural moment is a common theme driving decision-making. Whether that means 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, timing is no longer a footnote—it’s foundational to a trip with cachet. As Sheila Yasmin Marikar recently wrote in Town & Country, “Posting from the right place has always been important, but posting from the right place at the right time is a new form of status signaling.”
The luxury landscape is evolving to a rotation of seasonally driven, immersive cultural stages. Hotels are curating their own creative programming, with standout examples across the Auberge Resorts Collection, including art installations and chef residences at properties like Hotel Jerome in Aspen during Food & Wine weekend or Bishop’s Lodge in Santa Fe during Indian Market. In the Dolomites, FORESTIS is hosting Nordic-influenced alpine dining pop-ups that reimagine slow food with minimist flair.
…SmartFlyer advisors are tuned into these rhythms, translating inspiration into presence by securing the villa, the view, and the weekend that matches the cultural moment.
The setting of the cultural clock for where—and when—to be has also been infused by the all-powerful brand trip. From Zimmermman’s Mykonos takeover to J.Crew’s Puglian takeover at Masseria San Domenico and Veronica Beard at Sugar Beach, A Viceroy Resort in St. Lucia, showcasing their new art-filled villa, these campaigns aren’t just about clothes; they’re about casting destinations as must-visit stages in a broader lifestyle narrative. Think Loewe’s tomato sculpture at Marbella Club—a whimsical moment that’s sure to disappear as quickly as Tomato Girl Summer arrived. Fortunately, SmartFlyer advisors are tuned into these rhythms, translating inspiration into presence by securing the villa, the view, and the weekend that matches the cultural moment.
Resortcore Reimagined: Where Retail Meets Ritual
As we evaluate 2026 travel trends, the seemingly limitless number of brand collaborations between hotels and consumer goods now means you don’t have to leave your favorite hotel behind at checkout. This intersection of identity and experience is reshaping how brands—from fashion houses to hotel groups—show up in a traveler’s life, from a Four Seasons mattress turning your bedroom into feeling like the suite you stayed at in Athens to an ISSIMO wine glass bringing the Italian Riviera to your home dining table.
…capsule collections are worn as lifestyle statements, not just souvenirs. These items don’t just say ‘I stayed here’—they signal taste, access, and alignment.
As SmartFlyer COO and Managing Partner Erina Pindar explains, “Travel is increasingly a core pillar of the luxury consumer’s lifestyle, as well as a powerful way to status signal and self-identify. Jacquemus continues to lead this convergence, from its branded Beach Club in Monte-Carlo to its Air France collaboration designing first-class loungewear. Meanwhile, hotels themselves are becoming brands with distinct cultural cachet: 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. These items don’t just say ‘I stayed here’—they signal taste, access, and alignment.”
At SmartFlyer, we’re watching this commodification of experience change the way clients interact with hotels. Advisors are fielding requests for rooms based on design aesthetic, knowing that guests might want to bring a piece of it home. It’s a natural extension of the desire for personalization: why should brand affinity end at checkout when it can be woven into your daily rituals? For discerning travelers, the hotel isn’t just a destination anymore—a stay can turn into a lifestyle subscription.
The New Power Players: Tennis and Golf Take Center Court
Pickleball may be having its moment with many resorts installing dedicated courts, but when it comes to travel, tennis and golf are stealing the spotlight. These classic sports are fueling a new wave of destination-driven itineraries, where access to world-class courts and courses is just as important as the view from your suite. Properties are leaning in, creating memberships and experiences that cater to this athletic-meets-leisure mindset.
Take Aman Tennis Club, for example. Launched in 2025, the program offers exclusive access to elite-level courts, private coaching, and curated tournaments across its global portfolio—think rallies in the Caribbean or lessons with pros in the Alps. Meanwhile, golf continues its reign as a cornerstone of luxury travel, with resorts in Scotland, Portugal, and the Dominican Republic drawing enthusiasts eager to play storied greens with bespoke caddie programs and post-round spa rituals.
At SmartFlyer, we’ve seen a rise in requests for tennis- and golf-centric vacations, often anchored by marquee events like Wimbledon or The Masters and extending into multi-day stays. Clients are seeking itineraries that marry performance with pleasure: private lessons in the morning, Michelin-starred dinners by night. For some, these trips aren’t just about the sport—they’re about community, exclusivity, and elevating a passion into a passport-worthy experience.
The Boutique Illusion: Big Brands Behind the Curtain of Seemingly Independent Hotels
That charming boutique hotel you’ve been eyeing? There’s a good chance it’s backed by a global powerhouse brand that’s helping to fuel renovations, implement sustainability efforts, and ensure consistency in service. From Hyatt’s Unbound Collection (a portfolio built to celebrate individuality) to The Luxury Collection’s newest openings like Salterra in South Caicos and Hôtel du Couvent in Nice, big brands are leaning into indie aesthetics to attract a new generation of travelers who crave authenticity over uniformity. Even Standard Hotels—once the poster child for offbeat cool—now sits comfortably under Hyatt’s broader umbrella, delivering its signature individuality and scalable hospitality.
While purists argue that once a small property enters the orbit of a global brand, it risks losing the soul that made it special in the first place, we see it a bit differently. At SmartFlyer, we see clients benefiting from this hybrid model…
It’s no longer about going it alone for boutique hotels. By aligning themselves with the backing of a larger global brand, they can maintain the illusion of independence while gaining the infrastructure to deliver a seamless stay. While purists argue that once a small property enters the orbit of a global brand, it risks losing the soul that made it special in the first place, we see it a bit differently. At SmartFlyer, we see clients benefiting from this hybrid model. Not unlike our own agency model, these properties offer the creativity and soul of a small brand, but with the backing of a robust organization. In this way, travelers can enjoy a stay that feels one-of-one, without sacrificing the benefits of loyalty programs, global support, or operational excellence.
The rise of LVMH’s stake in Les Domaines de Fontenille or Accor’s ownership of Palazzo Donà Giovannelli in Venice exemplifies this shift. What’s emerging is a new kind of “boutique” hospitality: intimate, expressive, and locally grounded—but engineered with intent and reach. In the end, today’s traveler doesn’t just want consistency; they want connection—with a sense of place, a story, and yes, a solid Wi-Fi signal. This travel trend suggests a future where “boutique” isn’t about being small and independent—it’s about maintaining an authentic intimacy, even if there’s big-brand muscle behind the scenes.
From Sun Loungers to City Lights: Families Pivot Festive Travel to Europe
For decades, American families have traded snow for sand in Mexico or the Caribbean during the festive season. But as pricing for peak-season sun trips continues to soar—especially for families needing multiple rooms or larger suites and villas—many are rethinking the formula. This isn’t about cutting budgets necessarily, but it is about travel advisors helping clients get more value for their investment. Instead of shelling out five figures for a beach week that may feel like a rinse-and-repeat, families are chasing destinations that deliver culture, history, and holiday magic.
Enter Europe. Cities like Paris, London, and Rome are topping wish lists for 2026 and beyond, offering holiday markets, cultural programming, and a sense of place you simply can’t replicate poolside. Parents are reframing these trips as a chance to weave in educational elements alongside indulgent meals and curated tours—think cooking classes in Florence along the Arno River, a Christmas Market river cruise on AmaWaterways, or private museum visits led by a curator to the Prado in Madrid—making the experience feel richer than a traditional resort stay.
At SmartFlyer, our advisors are crafting itineraries that pair convenience with celebration. Direct flights from U.S. gateways make a long weekend in London viable, while high-speed trains allow for multi-city itineraries that feel like an adventure without the stress of constant packing. Family-focused perks like interconnected suites, early check-in, and kid-friendly programming at properties. In Paris, we love Hotel de Louvre for its family suite with bunk beds and Hotel Bowmann for its family suite that fits up to five guests. In London, we adore The Berkeley for its rooftop pool and Mandarin Oriental Hyde Park for its creative kids programming, including scavenger hunts through Hyde Park. For families craving something fresh, festive travel might just look like trading cabanas for cobblestones at these fabulous properties.
Inspired to book your 2026 holiday? Get matched with a SmartFlyer travel advisor to begin planning your next adventure.
