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

¹15% savings represents the average savings based on price prediction and booking recommendation for flights. Savings may vary. Services such as cancel your flight for any reason, price prediction, price watch, price drop protection, and price match guarantee are subject to terms and conditions. The availability of these services varies by account and they may not be available on all bookings. Additional fees may apply. See travel.capitalone.com/terms-of-service/ for details.

Capital One Travel's price drop protection is available when Capital One Travel recommends that a customer buys a given flight and the customer books the flight. Capital One Travel will monitor the price of that itinerary for 10 calendar days after the date of booking. If the price drops during that monitoring period, then Capital One will issue to the customer the maximum difference in the price in the form of a travel credit up to $50.

²Prices, amenities and hours of operation are subject to change at any time and without prior notice. Cardholders will not be compensated for changes in locations, rates or policies. Access is not guaranteed and is subject to space availability.

To qualify for complimentary or discounted Lounge and Landing access, card accounts must be in good standing and cardholders must present their eligible Capital One card. Additionally, cardholders and guests must present a boarding pass with a confirmed seat assignment for a departing or connecting same-day flight.

³Premier Collection hotel experience credit will be applied at checkout by hotel to qualifying charges up to $100 USD or the local currency equivalent.

⁴Lifestyle Collection hotel experience credit will be applied at checkout by hotel to qualifying charges up to $50 USD or the local currency equivalent.

⁵Eligible Venture X primary account holders receive an annual $300 Capital One Travel credit to use toward purchases made through Capital One Travel.

⁶Eligible Venture primary account holders will receive a one-time $250 Capital One Travel credit to use toward purchases made through Capital One Travel.

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