There’s a question that many tourism and hospitality brands still ask themselves: how do we win over clients who can choose any brand in the world?
In 2026, the answer will no longer lie in perfect rooms or infinity pools. It will depend on the ability to design experiences that truly resonate with each person — and to tell a story with authenticity and purpose.
The newly released Virtuoso Luxe Report 2026 — a leading reference for the luxury travel segment — confirms this reality: travellers’ priorities are shifting. Today’s luxury traveller wants to feel more than see, to experience more than display, and to find meaning that goes beyond the destination itself.
If you’re a hotel, a DMC or a tour operator, here are the main trends shaping luxury travel in 2026 — and how to use them to grow your business.
Travelling with purpose: the luxury of feeling
The main travel motivations for 2026 reveal a clear trend: celebrating important moments, discovering new places, and spending time with loved ones.
The key word is purpose. In the luxury segment, travelling is no longer simply about “going on holiday”. It’s now a privileged way to mark new chapters and milestones — a birthday, a proposal, a life change. Brands that know how to connect with this emotional dimension will see better results, because they’ll be addressing what truly motivates their clients.
Family travel: together, yet at their own pace
According to the same report, family travel — both nuclear and multigenerational — will be the leading trend next year.
Travellers want to be together, but without giving up their individual interests. It’s easy to picture a grandmother eager for a pottery class, a father who insists on his cycling tours, and a teenage daughter keen to explore the local food scene.
For hotels, this means adapting their offer. Interconnecting rooms and villas with kitchens are no longer “nice to have” — they’re powerful selling points. For DMCs and tour operators, the secret lies in developing modular itineraries where each traveller chooses their own micro-programme, then everyone reunites at the end of the day.
And when it comes to communication, the message needs an update. Simply saying a hotel is “family-friendly” no longer cuts it. What truly influences families’ decisions are authentic stories and practical guides that show real families enjoying genuine experiences.
Portugal shines on the luxury map
The Virtuoso report places Portugal sixth worldwide among the most sought-after destinations in the luxury travel segment. Lisbon, meanwhile, ranks in the top ten cities, alongside heavyweights like Paris, Rome and Tokyo.
For Portuguese brands, this brings both opportunity and responsibility. There’s demand — but also expectation: of authenticity, closeness, and local curation.
Now is the perfect time to highlight content and experiences that present Portugal as an ideal stage for family trips, celebratory getaways, or pre/post-cruise stays.
At the same time, interest in expeditions and soft-adventure experiences continues to grow. Destinations such as Antarctica, Iceland, Norway, Morocco and Egypt are on the rise. Even for companies not operating directly in those countries, there’s room for smart combinations — for example, Lisbon + Morocco — and for content that links the spirit of exploration with Portuguese comfort and hospitality.
The new ultra-luxury: exclusiveness with soul
The report also shows a strong increase in demand for ultra-luxury experiences. But the concept itself is changing: it’s no longer about ostentation, but about privacy, personalisation and genuine premium experiences.
Clients are seeking exclusive buyouts, dedicated hosts, culinary experiences with local producers, and small details that reveal authentic care. More than feeling surprised, luxury in 2026 is about feeling heard.
Climate as the new decision-maker
Almost half of luxury travellers say they have changed their plans because of weather conditions. This has led to rising demand for shoulder-season travel and for destinations with mild climates, as well as a greater concern for safety and predictability.
Interestingly, there’s also growing appetite for responsible travel to destinations at risk from climate change — while it’s still possible to experience them authentically.
For brands, this presents both a challenge and an opportunity: to reposition dates, to educate clients transparently (about the weather, the need for a plan B, the importance of insurance), and to communicate the positive impact that tourism operations can have on local destinations.
Highlighting actions that support local communities or showing care for managing visitor capacity in sensitive sites is more than a detail — it’s a selling point.
Turning trends into bookings
In 2026, luxury will be defined by relevance and empathy. To turn these trends into results — through product, content and communication — there are five clear paths to follow:
- Create content that helps people decide. Interactive, dynamic guides — such as Multigenerational Travel in Portugal or When to Visit This Region — demonstrate expertise and quality of service. Beyond SEO, they provide genuine value.
- Design products for different life moments. Flexible policies, celebration-focused amenities and age-adapted experiences are now essential. Think of personalisable 3, 5 or 7-night packages.
- Practise hyper-personalisation without overwhelming guests. Simple pre-booking questionnaires can identify preferences and translate them into real gestures: a children’s book in the family’s language, a pastel de nata workshop for food lovers, a sunrise walk. These details create memories — and make all the difference.
- Communicate sustainability with substance. Go beyond slogans: show real practices — the producers you work with, your energy policies, your community support. Transparency is the new luxury.
- Build a clear, human-centred digital architecture. Structure your website around thematic pillars (for example, Families, Gastronomy, Cruises) and link them to destinations. Titles and FAQs should reflect real search intent. The algorithm, and the customer, will thank you.
The essentials haven’t changed — and we’re here to help
2026 will be the year when family, authenticity and wellbeing align with privacy and curation as the foundation of luxury experiences. Portugal is firmly on the world luxury map, but what will truly set brands apart is their ability to preserve their humanity.
At Message in a Bottle, we believe trends only matter when they turn into concrete actions and stories with soul. As a communication agency, we help tourism and hospitality brands translate trends into products, content and campaigns that make an impact.
If you’re looking for a partner to help prepare your business for this new era of luxury travel, talk to us. We’re ready to tell your story.
