Luxury Travel Trends 2027: What 3,100 Virtuoso Advisors Expect
What the 2027 Virtuoso Luxe Report, drawn from more than 3,100 travel advisors in 50+ countries, says about where luxury travellers will go next year, how they will travel, and what has changed since 2026.
- For the first time in the report's history, Japan overtakes Italy as the most requested luxury destination, and China debuts as the top destination on the rise.
- Multigenerational family travel is the No. 1 trend, and expedition cruising rises to No. 3: Virtuoso calls the combination 'Gen-XYZ-peditions'.
- Greece ends Italy's long reign as the top honeymoon destination, with Bali and the Maldives close behind.
- Advisors are confident: 53% expect leisure demand to rise slightly and 22% significantly, and 59% expect at least a modest increase in spend per trip.
- Celebrating a milestone is the top travel motivation for the third consecutive year.
The short answer
According to the 2027 Virtuoso Luxe Report, released on 30 September 2026 and drawn from more than 3,100 travel advisors across 50+ countries, 2027 is the year luxury travel's centre of gravity moves east: Japan overtakes Italy as the most requested destination for the first time in the report's history, and China debuts as the top destination on the rise. Multigenerational family travel becomes the No. 1 trend, Greece takes the honeymoon crown from Italy, and advisors report their most confident outlook in three years.
The five trends shaping 2027
- Air Supply — new access shaping where travellers go, with visa-free entry to China and nonstop flights to South Korea.
- Fancy-flation — travellers are spending more rather than trading down, in destinations such as Vietnam, Egypt and Turkey.
- Multi, May I? — multi-destination itineraries built around contrast.
- Extreme Relatives — multigenerational family travel, now the No. 1 trend, increasingly combined with expedition cruising, which rises to No. 3.
- Solitary Refinement — solo travel led by health and wellness, which overtakes adventure as the leading solo category; women-only solo travel debuts at No. 4.
Where luxury travellers are going in 2027
Top destinations: 1 Japan, 2 Italy, 3 France, 4 Greece, 5 Spain, 6 Croatia, 7 South Africa, 8 Portugal, 9 United Kingdom, 10 United States.
On the rise: 1 China, 2 Antarctica, 3 Iceland, 4 Egypt, 5 Norway, 6 Vietnam, 7 South Korea, 8 Morocco, 9 Kenya, 10 Turkey.
Top cities: 1 Tokyo, 2 Kyoto, 3 Barcelona, 4 Paris, 5 Rome, 6 Athens, 7 London, 8 Lisbon, 9 Budapest, 10 Amsterdam.
Families, honeymoons and cruises
Family destinations: Italy, Japan, Costa Rica, the United States and France lead. Honeymoons: 1 Greece, 2 Bali, 3 Maldives, 4 Italy, 5 French Polynesia. Cruise itineraries: 1 the Mediterranean, 2 Alaska, 3 the Greek Isles, 4 Antarctica, 5 the Danube, with the Nile making its debut at No. 10. Nearly half of advisors, 47%, say ultraluxe travel is on the rise, and the top ultraluxe experiences are all-inclusive experiences, celebration travel and privacy.
What changed since 2026
In the 2026 report, released in October 2025 from 2,485 advisors, Italy was No. 1 with Japan just behind; Italy also led honeymoons, and immediate-family travel was the No. 1 trend with multigenerational at No. 2. For 2027, Japan and Italy swap places, Greece moves to the top for honeymoons, multigenerational travel takes the No. 1 trend and expedition cruising rises from No. 5 to No. 3, while China, Vietnam and South Korea enter the list of rising destinations. Our reading of the 2026 trends is in Luxury Travel Trends 2026.
What it means for planning a 2027 trip
Demand is concentrating on the same places and the same weeks, so the scarce inventory goes first. For Japan, a luxury trip starts from around US$1,000 per person per night, and the rooms that define it book nine to twelve months ahead for the blossom and autumn weeks. Families planning across three generations should start with how to plan a multi-generational trip; couples weighing Greece against Italy, with Greek islands or the Amalfi Coast for a honeymoon; and anyone drawn to expedition cruising or the Danube, with luxury expedition travel, river cruise or ocean cruise and the Christmas markets by river. To begin, speak with an advisor.
Questions, answered.
According to the 2027 Virtuoso Luxe Report, drawn from more than 3,100 advisors, five: Air Supply (new access, such as visa-free entry to China), Fancy-flation (spending more rather than trading down), Multi, May I? (multi-destination itineraries built around contrast), Extreme Relatives (multigenerational travel, now the No. 1 trend) and Solitary Refinement (solo travel led by health and wellness).
Japan. For the first time in the report's history, the 2027 Virtuoso Luxe Report ranks Japan ahead of Italy as the most requested destination, followed by France, Greece and Spain. Tokyo and Kyoto are also the top two cities. A luxury trip to Japan starts from around US$1,000 per person per night, and the best rooms book nine to twelve months ahead for the blossom and autumn weeks.
China debuts as the top destination on the rise in the 2027 Virtuoso Luxe Report, followed by Antarctica, Iceland, Egypt and Norway, then Vietnam, South Korea, Morocco, Kenya and Turkey. Egypt's rise is matched by the Nile making its debut on the list of top cruise itineraries.
Greece. The 2027 Virtuoso Luxe Report says Greece ended Italy's long reign as the place to honeymoon, with Bali and the Maldives close behind, then Italy and French Polynesia. A luxury honeymoon starts from US$5,000 for two; for the choice between the two Mediterranean favourites, see our guide to the Greek islands or the Amalfi Coast.
Yes. In the 2027 Virtuoso Luxe Report, multigenerational family travel rose to the No. 1 trend after climbing one place each year since the 2024 report, while expedition cruising rose to No. 3. Virtuoso calls the combination 'Gen-XYZ-peditions': a far-flung adventure shared across several generations. Italy, Japan and Costa Rica are the top family destinations.
According to the 2027 Virtuoso Luxe Report: the Mediterranean, Alaska, the Greek Isles, Antarctica and the Danube, followed by the Caribbean, Northern Europe, Japan, the Rhine and, for the first time, the Nile. Expedition cruising is also the No. 3 travel trend for the year.
Advisors expect it to. In the 2027 Virtuoso Luxe Report, 59% predict at least a modest increase in spend per trip and 13% a significant jump, while fewer than a quarter expect spending to stay the same. On demand, 53% expect leisure travel to rise slightly and another 22% expect a significant increase, Virtuoso's most confident outlook in three years.
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