Virtuoso Travel Week 2027: Luxury Travel Trends

At the recent Virtuoso Travel Week, an annual gathering of luxury travel advisers, key trends for 2027 were identified. The 'maxxing' trend, popular on social media, is influencing travelers to visit multiple destinations in one longer trip, particularly in France, Italy, the UK, and Switzerland. There is a notable increase in bookings for September, with sharp rises in visits to Puglia, the Greek Isles, and the French Riviera. Travelers are also seeking private villas and clubs, with companies like Le Collectionist, Rental Escapes, One Fine Stay, and The Eugenes offering curated residences. Ultra-exclusive hotel-within-a-hotel experiences are growing, with properties like Four Seasons Maui, Fairmont Mayakoba, Lotte New York Palace, and Impression Moxché introducing private villas. Wellness-focused travel is outpacing other trends, with guests seeking quantifiable data and longevity programming. The cruise industry is seeing a spike in trips valued over $50,000, with brands like Explora Journeys, Orient Express, and Four Seasons leading. Private jet tourism is also on the rise, with Virtuoso noting substantial requests for flights between Abu Dhabi and London, New York and Nantucket, and London and alpine destinations. Abercrombie & Kent announced a 28-day private jet journey covering all seven continents in January 2028.