Luxury travel trends for 2027 point towards a shift in how affluent travellers choose to spend their time and money, with greater emphasis on privacy, personalised service, wellness and experiences that offer a deeper connection to a destination.
Rather than measuring a holiday by the size of a hotel suite or the number of exclusive amenities available, more travellers are looking for quieter surroundings, carefully planned itineraries and experiences that justify the cost. Private airport facilities, luxury rail journeys, smaller river cruises and hotels designed around rest and recovery are among the offerings expected to shape the market next year.
“Luxury today is completely different than what it was,” said Marie-France Perrel, head of business development for hotels at the Michelin Guide, during the Euronews Travel & Tourism Summit 2026 in Brussels.
Perrel said the traditional idea of luxury as visible opulence was giving way to properties that offer a stronger sense of place. The shift reflects a growing interest in accommodation and experiences that feel connected to local culture rather than interchangeable with luxury offerings elsewhere.
Europe is expected to remain a major destination for high-end holidays in 2027. Virtuoso’s 2027 Luxe Report, based on a survey of more than 3,100 travel advisers across more than 50 countries, placed seven European destinations among its top 10 most popular global destinations. Japan ranked first, followed by Italy, France, Greece and Spain. Croatia, Portugal and the United Kingdom also featured in the top 10, alongside South Africa and the United States.
Other destinations are attracting attention from luxury travel specialists. Abercrombie & Kent has recommended Easter Island, part of Chile, for travellers interested in its archaeological heritage and remote setting. The island is home to around 1,000 moai statues, the monumental stone figures that have made it internationally recognised. The company has also highlighted China and Egypt, pointing to renewed interest in destinations known for their cultural and historical attractions.
Choosing where to go is only part of the decision. How a trip is organised is also becoming increasingly important, helping explain the renewed interest in professional travel advisers and trip designers.
Although artificial intelligence can generate an itinerary in seconds, it cannot automatically provide the personal judgement, relationships and practical intervention that experienced advisers bring to a complicated holiday. Their work can include arranging access to sought-after experiences, negotiating bookings, identifying suitable rooms and helping clients choose restaurants and activities that match their expectations.
The role has also gained visibility on social media, where advisers showcase carefully curated itineraries and exclusive experiences. For travellers with limited time, the appeal is not simply having someone make reservations. It is having an expert who understands their preferences and can manage the details that determine whether an expensive holiday meets expectations.
Privacy is another increasingly prominent part of the luxury travel conversation. As popular destinations attract large crowds and social media encourages visitors to seek out the same locations, some affluent travellers are looking for ways to avoid queues, busy public spaces and tightly scheduled excursions.
That can mean arranging a private museum visit before public opening hours, sailing away from a crowded departure point or staying in a villa instead of a conventional hotel. A private villa can offer more control over meals, shared facilities and daily schedules, although the level of service depends on the property and its arrangements.
The same preference for privacy is extending to airports. DiamondAir has introduced a private check-in facility near London Heathrow, offering a separate setting away from the main terminal. The service includes a lounge, a la carte dining, a wellness area and runway views.
For departing passengers, the arrangement allows guests to relax while their luggage is collected and transferred through the airport’s baggage system. Arriving passengers can also use the lounge before transferring to the airport’s concierge service. The concept targets travellers who want to reduce the time and stress associated with airport procedures without giving up personal assistance.
Airline dining is also becoming a more deliberate part of the premium travel experience. Singapore Airlines is preparing to introduce an updated in-flight dining programme across its Suites, First Class and Business Class cabins in November 2026. According to the airline’s plans, the menu will include more than 100 new or revised appetisers, main courses and desserts developed by its in-house and guest chefs. The meals will be presented on new serviceware featuring the airline’s signature batik design.
The development reflects the importance airlines place on food as part of the overall premium experience. For passengers paying for higher cabin classes, dining can be one of the most visible differences between an ordinary flight and a more personalised journey.
Beyond airports and aircraft, slower travel is emerging as another defining theme for 2027. Instead of trying to fit as many attractions as possible into a short stay, travellers may increasingly favour itineraries that allow more time for local experiences, rest and unhurried exploration.
Luxury rail travel fits this approach. In the United Kingdom, the restored Northern Belle train is planning a programme of day trips for 2027, combining scenic journeys with food and traditional hospitality, including caviar blinis and afternoon tea. In Italy, the La Dolce Vita Orient Express offers another way to explore the country by rail, with a planned two-night journey along a truffle-focused route between Rome and Alba.
River cruising also suits travellers seeking a more measured pace. Unlike large ocean-going ships, river vessels can travel through inland waterways and stop in cities and smaller towns along the route. Their smaller passenger capacity can also create a more intimate atmosphere, although the experience varies by vessel and itinerary.
The Viking Sekhmet, a ship designed for Nile cruises, is scheduled to launch in November 2026 with capacity for as few as 82 guests. Its 2027 programme is expected to include the company’s Pharaohs & Pyramids itinerary and a 12-day Total Eclipse on the Nile journey.
In Europe, Scenic Cruises is planning a 27-day river and land journey for 2027 that includes a 13-day tour of Switzerland. Food is a central part of the programme, with activities such as risotto-making alongside a schedule of breakfasts, lunches and dinners. The itinerary also includes a stay in Interlaken, a destination known for its mountain scenery.
Wellness is undergoing a related change. The Lemongrass Annual Travel Trend Report 2027 suggests that luxury hotels will increasingly focus on creating environments that help guests rest, rather than simply expanding their menus of spa treatments and wellness services.
That could mean paying closer attention to lighting, sound, natural materials and the design of spaces to reduce stress and sensory overload. The aim is to make wellbeing part of the entire stay rather than an activity that guests have to book separately.
Estonia’s Eha Retreat is one example highlighted in the report. Guests begin their stay with a consultation intended to shape an individual wellbeing programme, while in-room offerings include guided sleep meditations. The approach places personal needs and rest at the centre of the experience.
Despite the emphasis on exclusive services, luxury travel in 2027 does not necessarily mean spending more on every part of a holiday. The Lemongrass report describes a growing willingness among travellers to make deliberate trade-offs, directing their budgets towards the experiences they value most.
A traveller might choose an economy or premium economy flight and use the savings for a more distinctive hotel, a private guide or a tailor-made cultural experience. Another might spend more on a particular journey or event while keeping other parts of the trip relatively simple.
Signature Travel Network’s trend report points to rising demand for holidays that feel personal and difficult to reproduce. Private cultural encounters and trips organised around rare natural events are examples of experiences that can give a journey a stronger individual purpose.
Taken together, these developments suggest that luxury travel is becoming less about spending indiscriminately and more about deciding where money, time and personal attention make the greatest difference. For 2027, the appeal may lie as much in having room to slow down, avoid crowds and enjoy a destination on one’s own terms as it does in five-star accommodation or premium transport.
