Feb 16, 2026
Feb 16, 2026
Luxury travel: Why holidaymakers are raising the bar
Luxury travel: Why holidaymakers are raising the bar
Luxury travel: Why holidaymakers are raising the bar
Luxury travel is at a crossroads. For years, we’ve been told what luxury should look like: big price tags, obvious destinations, and high-end experiences. But the reality is changing fast.
Luxury travel is at a crossroads. For years, we’ve been told what luxury should look like: big price tags, obvious destinations, and high-end experiences. But the reality is changing fast.
Emily Williams
Research Executive
Emily Williams
Research Executive
Emily Williams
Research Executive
A Mintel study on Luxury Travel reported that today’s affluent holidaymakers aren’t just looking for a box to tick or somewhere expensive to unwind. They’re searching for something that feels genuinely special and demanding more from what luxury means today. In short, we must forget the clichés; luxury isn’t what it used to be. It’s about experiences that feel personal, exclusive and, above all, worth remembering.
A Mintel study on Luxury Travel reported that today’s affluent holidaymakers aren’t just looking for a box to tick or somewhere expensive to unwind. They’re searching for something that feels genuinely special and demanding more from what luxury means today. In short, we must forget the clichés; luxury isn’t what it used to be. It’s about experiences that feel personal, exclusive and, above all, worth remembering.
A Mintel study on Luxury Travel reported that today’s affluent holidaymakers aren’t just looking for a box to tick or somewhere expensive to unwind. They’re searching for something that feels genuinely special and demanding more from what luxury means today. In short, we must forget the clichés; luxury isn’t what it used to be. It’s about experiences that feel personal, exclusive and, above all, worth remembering.
What does that look like?
What does that look like?
It’s about the feeling of effortlessness from the moment you book to the moment you leave. Imagine this, a hotel where you never queue at reception. Your luggage disappears quietly and reappears exactly where it should. The doorman greets you by name without checking a screen. The room feels right the moment you walk in – perfect temperature, lighting layered, amenities chosen for you. Allergies, preferences, even pillow type - already handled. Problems don’t get solved; they never surface.
Source: Mintel Luxury Travel, October 2025
It’s about the feeling of effortlessness from the moment you book to the moment you leave. Imagine this, a hotel where you never queue at reception. Your luggage disappears quietly and reappears exactly where it should. The doorman greets you by name without checking a screen. The room feels right the moment you walk in – perfect temperature, lighting layered, amenities chosen for you. Allergies, preferences, even pillow type - already handled. Problems don’t get solved; they never surface.
Source: Mintel Luxury Travel, October 2025
It’s about the feeling of effortlessness from the moment you book to the moment you leave. Imagine this, a hotel where you never queue at reception. Your luggage disappears quietly and reappears exactly where it should. The doorman greets you by name without checking a screen. The room feels right the moment you walk in – perfect temperature, lighting layered, amenities chosen for you. Allergies, preferences, even pillow type - already handled. Problems don’t get solved; they never surface.
Source: Mintel Luxury Travel, October 2025
Shorter trips, bigger impact
The numbers don’t lie - bookings for luxury holidays of six nights or less are up, while longer trips are down. This isn’t about cutting back; it’s about making every moment count. The modern luxury traveller wants intensity, not just duration. Brands like COMO Hotels are already on board, catering to travellers enjoying a short break in London through the launch of their ‘50 Iconic Experiences’ list, which offers guests curated, high-end activities such as guided chocolate tastings, outdoor yoga in Hyde Park and festive gastro tours.
Source: Mintel Luxury Travel, October 2025
The numbers don’t lie - bookings for luxury holidays of six nights or less are up, while longer trips are down. This isn’t about cutting back; it’s about making every moment count. The modern luxury traveller wants intensity, not just duration. Brands like COMO Hotels are already on board, catering to travellers enjoying a short break in London through the launch of their ‘50 Iconic Experiences’ list, which offers guests curated, high-end activities such as guided chocolate tastings, outdoor yoga in Hyde Park and festive gastro tours.
Source: Mintel Luxury Travel, October 2025
The numbers don’t lie - bookings for luxury holidays of six nights or less are up, while longer trips are down. This isn’t about cutting back; it’s about making every moment count. The modern luxury traveller wants intensity, not just duration. Brands like COMO Hotels are already on board, catering to travellers enjoying a short break in London through the launch of their ‘50 Iconic Experiences’ list, which offers guests curated, high-end activities such as guided chocolate tastings, outdoor yoga in Hyde Park and festive gastro tours.
Source: Mintel Luxury Travel, October 2025
Going where others don’t go
Europe and North America still draw crowds, but the real story is the growing interest in Africa and Latin America. These aren’t just destinations; they’re holidays of the mainstream. Today’s luxury traveller wants to be first, to discover and experience the new before it becomes the norm.
Source: Mintel Luxury Travel, October 2025
Europe and North America still draw crowds, but the real story is the growing interest in Africa and Latin America. These aren’t just destinations; they’re holidays of the mainstream. Today’s luxury traveller wants to be first, to discover and experience the new before it becomes the norm.
Source: Mintel Luxury Travel, October 2025
Europe and North America still draw crowds, but the real story is the growing interest in Africa and Latin America. These aren’t just destinations; they’re holidays of the mainstream. Today’s luxury traveller wants to be first, to discover and experience the new before it becomes the norm.
Source: Mintel Luxury Travel, October 2025
Flexibility is luxury’s new must-have
Planning a year ahead? That’s yesterday’s news. Nearly half of affluent travellers (46%) booked their summer holidays between April and June last year, compared to 35% of non-luxury travellers. Why? Because flexibility is now the ultimate luxury and the ability to handle (smoothly) late bookings and ever-changing plans, and still deliver an excellent service and experience is setting brands apart. In short, a heightened focus on shorter trips and a desire for spontaneity have created new peaks in late spring and early summer.
Planning a year ahead? That’s yesterday’s news. Nearly half of affluent travellers (46%) booked their summer holidays between April and June last year, compared to 35% of non-luxury travellers. Why? Because flexibility is now the ultimate luxury and the ability to handle (smoothly) late bookings and ever-changing plans, and still deliver an excellent service and experience is setting brands apart. In short, a heightened focus on shorter trips and a desire for spontaneity have created new peaks in late spring and early summer.
Planning a year ahead? That’s yesterday’s news. Nearly half of affluent travellers (46%) booked their summer holidays between April and June last year, compared to 35% of non-luxury travellers. Why? Because flexibility is now the ultimate luxury and the ability to handle (smoothly) late bookings and ever-changing plans, and still deliver an excellent service and experience is setting brands apart. In short, a heightened focus on shorter trips and a desire for spontaneity have created new peaks in late spring and early summer.
What’s next?
The rules have changed. Affluent travellers are ready to spend, but only travel brands deliver experiences that are genuinely memorable. Here’s how to stay ahead:
Design for anticipation, not reaction. Don’t just solve problems, make sure they never surface. Think pre-arrival touchpoints, personalised preferences, and frictionless service.
Don’t commoditise. Bundle unique, story-worthy experiences such as private tastings, behind-the-scenes tours and exclusive access.
Spotlight the undiscovered. Make emerging destinations your headline act.
Luxury travel isn’t just evolving; the travellers themselves are redefining it. The brands that listen, adapt, and dare to lead will thrive. The rest? They’ll be left wondering where all their customers went.
The rules have changed. Affluent travellers are ready to spend, but only travel brands deliver experiences that are genuinely memorable. Here’s how to stay ahead:
Design for anticipation, not reaction. Don’t just solve problems, make sure they never surface. Think pre-arrival touchpoints, personalised preferences, and frictionless service.
Don’t commoditise. Bundle unique, story-worthy experiences such as private tastings, behind-the-scenes tours and exclusive access.
Spotlight the undiscovered. Make emerging destinations your headline act.
Luxury travel isn’t just evolving; the travellers themselves are redefining it. The brands that listen, adapt, and dare to lead will thrive. The rest? They’ll be left wondering where all their customers went.
The rules have changed. Affluent travellers are ready to spend, but only travel brands deliver experiences that are genuinely memorable. Here’s how to stay ahead:
Design for anticipation, not reaction. Don’t just solve problems, make sure they never surface. Think pre-arrival touchpoints, personalised preferences, and frictionless service.
Don’t commoditise. Bundle unique, story-worthy experiences such as private tastings, behind-the-scenes tours and exclusive access.
Spotlight the undiscovered. Make emerging destinations your headline act.
Luxury travel isn’t just evolving; the travellers themselves are redefining it. The brands that listen, adapt, and dare to lead will thrive. The rest? They’ll be left wondering where all their customers went.
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Assume nothing.
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST
South-West
The Node, 1 Enterprise Road,
Roundswell Barnstaple,
Devon EX31 3YB
All enquiries
020 72712481