Why experiences are still the most valuable luxury currency in 2026

Journeys Insight - February 2026

by Jules Hugo, Journeys Insight Editor.

As we move beyond the first key booking period of the year, it’s the right moment to take stock. Early indicators already point to a continued shift in how affluent travellers define value, and what they expect from luxury in 2026.

For decades, luxury travel followed a familiar formula: more stars, more space, more staff. Marketing language revolved around thread counts, club floors and brand prestige. Reviews lingered on pillow menus and celebrity collaborations.

But luxury for luxury’s sake has steadily lost its pull. Experiential travel continues to draw the premium client.

Affluent travellers still expect polish and professionalism. What has changed is how they define luxury. Increasingly, it is measured by emotion — by what they feel during the journey and the stories they tell long after returning home. True luxury lies in experiences that cannot simply be replicated with an upgrade.

Research from McKinsey highlights growing demand for “end-to-end experiences steeped in local ambience”, with some luxury demographics placing less emphasis on brand names altogether. The implication is clear: differentiation no longer lives in amenities. It lives in meaning.

Experiences as the new luxury currency

This shift is partly cultural. In an always-connected world saturated with acquisition and status signalling, objects are easy to obtain and quick to lose their appeal. Experiences, by contrast, are finite. They create memory, identity and community. They hold long-term emotional value in contrast to an increasingly disposable culture.

That mindset is reshaping the premium economy. Experiential luxury — across travel, hospitality, culture and wellness — remains one of the fastest-growing areas of high-end spending.

The premium audience itself is also broadening. High-income, high-intent consumers are selectively investing in standout moments rather than blanket ultra-luxury. A private guide, rare access, a once-in-a-lifetime dinner, or a transformative wellness experience can justify an entire trip — even if other elements are deliberately pared back.

For suppliers and destinations, this represents a strategic pivot: design journeys around emotion and moments, not around stacked amenities.

The key shifts shaping 2026

Culture-first, without cliché

Demand for authentic cultural immersion continues to rise. Neighbourhood-led food experiences, craft workshops, traditional music, heritage storytelling — travellers want context and dialogue, not performance. Luxury brands that integrate local culture as identity rather than entertainment are setting the pace.

Access as the new adventure

Adventure has evolved. Physical challenge is optional; access is the luxury. Whether polar exploration or desert trekking, premium travellers want to go further — but with guidance, safety and comfort intact. Expedition cruising reflects this shift, with CLIA’s 2025 State of the Industry Report recording a 21.6% increase in passenger volume, and continued growth projected for 2026.

Wellness as transformation

Wellness has matured beyond spa menus. Today it centres on measurable reset and genuine transformation: sleep optimisation, bio-hacking, mental resilience, nature immersion and purposeful disconnection. Time-poor, high-performing guests — alongside younger affluent travellers — expect cutting-edge methodologies at the intersection of science, wellness and technology.

Event-led travel

Experiences are increasingly driving destination choice. According to American Express, 60% of global travellers plan trips around entertainment or sporting events. Cultural calendars have become catalysts. Travel is now anchored to moments.

What this means for brands and destinations

Travellers are no longer starting with “where”. They are starting with “why”.

Search behaviour reflects this shift. Guests are increasingly guided by how they want to feel, not simply where they want to go. As AI-driven platforms become more intuitive and personalised, brands must rethink how they position themselves digitally and ensure their emotional proposition is clearly articulated.

Luxury has never been one size fits all. Precision, data integrity and intelligent personalisation are now essential. Clean, optimised data enables meaningful tailoring.

At the same time, digital fatigue is real. Silence has become a premium. Flywire’s early 2026 research found that 97% of luxury travellers intend to take a trip specifically to reduce stress and fully unplug, with 44% prioritising nature-based experiences. Dark-sky tourism, solar eclipses, the Northern Lights and remote desert observatories continue to resonate as travellers seek reconnection with natural rhythms.

The differentiators that now matter

Star ratings still provide reassurance. But at the top end of the market, they no longer create distinction.

In an increasingly competitive and crowded landscape, differentiation is defined by four core elements:

1. AccessTo people, places and perspectives that feel rare and meaningful.

2. Emotional designHow the journey feels during and after — not just how it functions.

3. Values alignmentTravel as an expression of identity, belief and aspiration.

4. BelongingWelcoming guests into a micro-community rather than processing them as a transaction.

Today’s premium traveller is investing in lifetime memory assets, not hospitality inventory. In a market where experience is the status symbol, the brands and destinations that lead will be those that understand not just where their guests want to go — but who they want to become along the way.

By Jules Hugo, Journeys Insight Editor

From Micaela Giacobbe

Jules captures something we see across every Journeys edition: luxury has shifted from possession to participation.

When we designed the Fam-Meet® format, it was built on this belief — that shared experiences accelerate trust. Emotion deepens connection.

The move from “where” to “why” is not only reshaping travel. It’s reshaping how our industry builds relationships.

As we head into our first in-person events of 2026, this feels especially relevant. Experience isn’t an add-on. It’s the foundation.