Virtuoso has shared four takeaways from its annual conference in Las Vegas, revealing key insights into the trends set to shape the industry in 2026.
The global network of luxury travel professionals hosted its 37th Virtuoso Travel Week in August, bringing together nearly 5,000 advisors, hoteliers and tour operators for seven days of intensive networking and education.
As per tradition, the trade show highlighted the most prominent booking requests – from culinary to wellness – over the past twelve months, as well as the ways in which agents can leverage this information to increase sales.
Tasty over tasteful
High-net-worth travellers are moving away from lavish banquets, which, once the pinnacle of indulgence, have lost their ‘wow factor’ in today’s competitive luxury market.
Instead, clients are using food as an opportunity to engage with a destination’s culture and history, through meeting local chefs, visiting popular establishments and trying new dishes.
“Opulent dinners are not in demand – people want more of the classic mom-and-pop experience,” said Virtuoso travel advisor Eli Wagner.
Luxury advisors should therefore familiarise themselves with a destination’s authentic culinary scene; think independent restaurants serving local cuisine and food markets selling homemade goods. If your clients want something a little fancier, a chef’s table – which can double up as a cookery lesson – is a great shout.
Family first
It’s no secret that intergenerational families are big business for luxury travel.
For the first time ever, seven generations of travellers are on the “move at once” – reflecting longer lifespans and the rising demand for post-pandemic reconnection.
Virtuoso also found that 64% of global luxury travellers now journey with multiple age groups, highlighting the potential for typically 'single-generation' clients to make larger bookings.
Agents’ knowledge of suppliers that cater to a wide range of ages is therefore crucial; research hotels with interconnecting suites, and experiences that are suitable for both children and adults.
The variance in age may also spotlight the need for accessible infrastructure such as elevators, ramps and grab bars, as well as childcare services like babysitting and kids' clubs.
'Safari-isation' of destinations
Virtuoso’s research also identified a trend in safari operators using small aircrafts to link rural destinations, allowing luxury travellers to cover wider ground in less time.
For example, Nomadic Expeditions will soon connect its Western Mongolia camp to its Gobi-based Three Camel Lodge by Cessna, by providing a flight service between the two regions that currently does not exist. Similarly, luxury travel boutique Blue Parallel has designed several private South American itineraries that transfer guests between destinations across South America.
Longevity wellness
The spa day is no longer enough to tick the ‘wellness’ box.
Virtuoso’s research found that clients are swapping ‘fast-result’ treatments, such as massages and facials, for more personalised therapies like nutrition counselling and stress management techniques.
The rise in life expectancy has also coincided with increased demand for longevity experiences, such as lab panels, electrocardiograms and vascular ultrasounds.
