Of the nearly 2,500 travel advisors polled for the 2026 Virtuoso Luxe Report, 67% predict travel demand this year will either increase moderately or significantly. But there’s a shift in attitude: luxury travelers are no longer satisfied with luxury for its own sake. Whether you call it a why-cation or post-luxe travel, affluent vacationers seek out purposeful journeys.
From road trips to silent retreats, travelers in 2026 seek purpose over prestige, redefining what true luxury means. Photo credit: Depositphotos.
Luxury is no longer defined purely by cost. Whether a trip is focused on sustainability, wellness, cultural immersion or connecting with family, luxury travelers want meaningful experiences that evoke lasting memories.
“Today, people speak of experiences, but true luxury lies in the quiet feeling of belonging, wherever you are,” Sophie Khoury, the founder of Luura, told Forbes magazine. “In a world of sameness, the real escape is found in what feels authentic. People travel not to consume, but to connect. To explore life differently. To return with stories and a sense of fulfilment, enriched by genuine connection and new inspiration.”
Stick close to home
The easiest way to save some cash on your travels is to not get on a plane or a boat. About 71% of Americans plan to drive on their next vacation. Road trips are more popular than flying for many because of the inherent flexibility. They can go where they want, when they want. They’re not locked into a destination, but can exercise spontaneity.
While international trips are still popular, more people in 2026 will stick within the continental United States, or at most, venture as far as a Canadian road trip. And why not, when there are plenty of options from riding up the California coast to exploring the wine and water of New York’s Finger Lakes. More than half of parents surveyed say they’ll opt for time travel this year, revisiting childhood destinations with their families. That includes recreating patriotic road trips for America’s 250th anniversary.
Bring the whole family
Multigenerational travel continues to grow since the pandemic lockdowns ended. More than 90% of families say they plan to travel with their children or grandchildren in the next year, according to a new study from The Family Travel Association, Good Housekeeping and the NYU School of Professional Studies Jonathan M. Tisch Center of Hospitality.
Hilton notes in their 2026 travel trends analysis that 48% of team members across all properties observed more families traveling with three or more generations. Last year, Hilton reported 44% of Gen Z adults cite saving money or sharing travel costs as their core motivation for traveling with family.
Younger generations place more value on memories and experiences rather than objects and that’s reflected in travel plans for both the affluent and those on a tighter budget. Group bookings often qualify for special rates or bigger discounts. And vacationers say a shared experience is both more memorable and more affordable. Thirty-seven percent of travelers often take vacations with their parents, and 2 in 5 invite extended family members.
Purposeful journeys
Luxury travel in 2026 comes packaged with more responsibility. Affluent travelers look for ways to limit their impact on the world. Visits during the shoulder season benefit the environment and the pocketbook. May, early June and September often offer lower prices on flights, accommodations and experiences. Travel experts do say to plan ahead, though. Some of the busiest places are now shifting seasons, and even the off months can be packed.
Luxury travelers take seriously the need to cut back on overtourism. They seek out less busy venues, whether that’s copycat locations or just less popular, but still beautiful, environs.
This dovetails well with the drive for cultural immersion. In 2025, 73% of global travelers sought out authentic, local experiences when traveling with children. This year, 35% say they’re interested in cultural experiences.
Go to get better
Wellness-centric travel continues to be in high demand. Thirty-six percent of travellers say they vacation to improve their mental health. Hilton coined the term “hushpitality” to describe the latest trend of not only looking for wellness, but doing so in silence. Silent retreats are fast becoming the most popular wellness sector for 2026.
Serenity is the new status symbol. Fifty-seven percent of U.S. travelers surveyed report interest in a silent retreat, with about the same number specifically citing reading retreats. Slowing down during travel can also mean traveling by boat or train for a change of pace. Dan Clarke points out that local rail passes may be cheaper than Interrail or Eurail.
“Travel Wellness is all about minimizing anxiety,” explains Edyta Satchell, a travel wellbeing expert and certified health coach. “It’s about preparation and protection through healthy habits, self-care, beauty (yes!), confidence, nutrition, mindset and so much more. It’s about balancing and bringing out the best in you and the people you travel with.”
How everyone saves
Regardless of how much money you have saved up for your trip, there are many tips that offer a more affordable journey. The first being to plan ahead. Travel companies release early booking offers well before the season starts, and those who know where they want to go early can get a rewarding deal.
The cheapest flights tend to be Tuesday and Wednesday departures, but the best plan is to sign up for travel company newsletters and keep a lookout for discount announcements. Sure, it’s a little more email, but one good deal could make it all worthwhile.
A somewhat new trend to explore: stopover programs. These are curated trips that feel like two journeys for the price of one, by staggering your flights and spending a few days on a layover, rather than several hours.
Always look out for bundle offers. Many travel companies offer package deals that combine accommodation, transfers or activities. When bundled, the total cost can be less than booking each element separately. This also works well for larger groups, if the whole family is coming. All-inclusive holidays can also be more convenient and potentially cheaper for families and bigger parties.
Use short-term rentals when possible. Most times, these fully furnished homes and apartments are cheaper than a hotel stay. But always do your due diligence. Many cities are raising local taxes or limiting the use of short-term rentals. In this case, a hotel might be more affordable. Not to mention, many guesthouses and hotels today offer suites that are a far cry from budget chains’ commuter hotels.
Sundays are the perfect day to book a hotel for the best rates. Experts also suggest you email or call the hotel you’re considering to see if they can match or beat the posted online rate, as sometimes those prices are restricted. Finally, sign up for Private Upgrades, a free email list catered to discount luxury posts.
Make memories
In 2026, luxury travel is defined by authenticity, not excess. Even the most budget-conscious traveller can find a way to make the most of their trips, especially if they plan ahead, stay close to home and share the experience with the ones they love.
Ksenia Prints is a food and travel writer from Montreal, Canada. She blogs over at We Travel We Bond, writing about family travel off the beaten path.
The post Simple Tips Make High-End Travel Affordable in 2026 appeared first on Food Drink Life.
