Luxury values, redefined: greater connection and meaning for modern travelers

Luxury travel is no longer defined by price or prestige; affluent travelers now value connection, authenticity, and personalization as much as they do five-star amenities. Find out how these values are shaping the biggest luxury travel trends of 2026.

How affluent travelers are redefining luxury

Capital One Travel’s inaugural 2026 Luxury Trendcast examines the landscape of premium travel among U.S. adults, revealing how affluent consumers plan and book their trips, what influences their travel decisions, and what they value when on the journey. Here's what we heard:

Cultural connection and authenticity

Luxury travelers are increasingly seeking authentic cultural experiences—connecting with destinations through local food, art, and events—rather than transactional tourism.

  • 87% of luxury travelers value authentic and exclusive cultural experiences
  • 72% plan trips around key dining experiences, concerts, sporting events, or cultural moments
  • 93% of premium spenders are interested in non-traditional stays for unique, immersive, and local experiences

 

Capital One Travel Luxury Trendcast 2026

Adventure

Dive deeper with our full trend report

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Prioritizing ease + comfort

Modern luxury travelers seek to feel cared for, prioritizing basic values like comfort and peace of mind. Eliminating friction and worry is the ultimate upgrade—as important as first-class seats or five-star hotels. Luxury travelers prioritize premium airport dining and lounges, revealing they want a comfortable journey from the start, not just at the destination.

  • Top two luxury travel drivers: Comfort (62%) + Peace of mind (51%)
  • 97% of premium spenders prioritize premium airport dining or lounges when booking flights

 

Capital One Travel Luxury Trendcast 2026

Blending digital tools with human expertise

Affluent travelers use digital tools, like AI for efficiency and personalization, alongside professional services for validation and flawless execution. They seek platforms with comprehensive planning, booking, and personalization features.

Luxury travelers use:

  • All-in-one travel platforms (81%)
  • Curated recommendations from professional sources (e.g., advisors, concierge) (79%)
  • AI personalized planning (65%)

 

Capital One Travel Luxury Trendcast 2026

 

In 2026, one thing is clear: luxury travelers are redefining access—seeking out travel experiences that are shaped by a desire for authentic connection and personalized journeys.

Footnotes

About Capital One Travel’s Premier Collection: Eligible cardholders enjoy a suite of premium benefits when booking with Premier Collection, including a $100 experience credit to use during the stay, daily breakfast for two, free Wi-Fi and, when available, a room upgrade, early check-in and late checkout.  

About the Lifestyle Collection: Eligible cardholders enjoy premium benefits when booking a stay at a vibrant hotel from the Lifestyle Collection. Benefits include a $50 experience credit to use during the stay, free Wi-Fi and, when available, a room upgrade, early check-in and late checkout.  

To learn more about the Premier Collection, Lifestyle Collection and for Capital One Travel’s full Terms and Conditions, visit travel.capitalone.com/terms-of-service/.

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