All-inclusive to adventure: The top experiences that will shape ultra-luxury travel in 2027

The 2027 Luxe Report from Virtuoso, based on insights from more than 3,100 travel advisors across 50+ countries, reveals the top experiences that will shape ultra-luxury travel in the coming year. Spending on luxury trips is expected to increase, with 59% of advisors predicting a modest rise and 13% forecasting a significant increase, while 23% anticipate spending to remain steady.

Europe is predicted to dominate luxury travel, with top destinations including Italy, France, Greece, Spain, Croatia, South Africa, Portugal, the UK, and the US. Affluent travelers will be motivated by celebrating milestones, exploring new destinations, and spending time with loved ones.

The report highlights a 47% increase in "ultraluxe travel," which encompasses exclusive use, private or exceptionally high-end experiences. Luxury all-inclusive experiences, tasting menus, private villas, and genuine personal service are among the characteristics of these top-tier properties.

Celebration travel, such as destination weddings, anniversaries, family gatherings, graduations, and milestone birthdays, ranks second among ultraluxe travel experiences. Popular honeymoon destinations for 2027 include Greece, Bali, Maldives, Italy, and French Polynesia.

Privacy is increasingly important for luxury travelers, who seek to avoid crowds and unwanted attention as they navigate the world with minimal friction. Hyper-personalized experiences, including private tours or unique dining encounters tailored to individual preferences, are highly sought after. Active and adventure trips complete the list, with Antarctica, South Africa, Iceland, Costa Rica, and Kenya among the top adventure travel destinations.