7 luxury travel shifts identified by Preferred Hotels for 2026

2 Heritage is the new frontier

Affluent travellers are no longer content to simply admire historic backdrops; more than nine in 10 now actively seek heritage-rich stays that immerse them in local history and culture, the report finds. This appetite is driving a new wave of restoration-led hotel openings, where architectural relics are meticulously revived for modern use while retaining their original character.

 

In Malta, Romègas Hotel will open in a 500-year-old palazzo restored to preserve its fabric while introducing contemporary comforts, while Serras Sevilla will transform an early 20th-century building into a boutique hideaway in the heart of Seville. Meanwhile, Palais Jamaï Fès in Morocco is set within a late 19th-century mansion, immersing guests in the spiritual capital of Fes.

 

Palais Jamaï Fès in Morocco

 

3 Rise of cognitive wellness

Wellness is also undergoing a reset, shifting from passive relaxation to science-driven optimisation that provides long-term benefits and transformative results. Preferred Hotels & Resorts describes this as “cognitive wellness”: hyper-personalised, tech-enabled programmes using tools such as DNA analysis, IV infusions, genetic testing, stress mapping and sleep monitoring layered with time-honoured healing traditions.

 

At Sommerro in Oslo, guests can tap into a dedicated sleep clinic that uses targeted nerve stimulation to support deeper rest, while The Alpina Gstaad in Switzerland offers a biohacking programme fusing Eastern philosophies with cutting-edge technology for rapid, restorative results

4 Boutique seacationing

The report also points to a shift away from mega-ship cruising for luxury travellers towards smaller, design-led voyages it dubs “boutique seacationing”. Here, luxury is defined by intimacy, sense of place and curated itineraries rather than sheer size. Preferred Hotels & Resorts’ partnership with Wings Encora Collection brings this concept to life on Egypt’s Nile, with five luxury cruise experiences including Mazaj Meroot, which pairs journeys between Luxor and Aswan with chef-led dining, a rooftop plunge pool and a full suite of wellness facilities.

5 Meaningful over mass-produced
The report highlights a backlash against lookalike “Insta-famous” hotels, with 83% of luxury travellers saying they can spot when a property is designed for mass appeal rather than true luxury. Preferred has dubbed this creeping sameness “beige-ification” and notes rising demand for unapologetically original hotels with a strong sense of place.

 

Kasbah Tamadot in Morocco, Sir Richard Branson’s mountain retreat, responds with community-led experiences, from handwoven textile workshops to encounters that bring local culture to life, while Rancho Santana on Nicaragua’s Emerald Coast leans into handcrafted tiles, curated art and horseback rides through wild coastal landscapes.

 

Kasbah Tamadot in Morocco 

 

6 Healing power of nature

Nature-forward wellness is another strong theme, as travellers look beyond indoor spa rituals towards experiences that prioritise reconnection with the outdoors. Hotels are weaving in rituals such as barefoot grounding walks, forest bathing sessions and open-air meditations to help guests slow down and sync with natural rhythms. At Casa Velas in Puerto Vallarta, a curated tour leads guests from barefoot grounding in the Botanical Garden to contemplative time by the sea at Tau Beach Club for quiet rest.

 

While in Bernardus Lodge & Spa, California, guests can engage in ‘moon manifestations’, a ritual using the energy of the full moon combined with breathwork and intention setting.

 

Casa Velas in Puerto Vallarta

 

7 Travelling with pets

Pet-inclusive travel is moving firmly into the luxury space, reports Preferred, which echoes a rising trend highlighted in recent Amadeus travel forecasts. Hotels are no longer just simply ‘allowing’ dogs, but spoiling them. Preferred Pets programme treats four-legged companions as VIPs, with custom beds, water bowls, toys and in-room dining tailored for dogs, often mirroring the white-glove service their owners receive.

 

Some properties go further: Nemacolin in Pennsylvania operates a full-service resort and spa for pets, covering boarding, grooming and veterinary care, while The Mark in New York has partnered with Dolce&Gabbana on a limited-edition bottle of Fefé, the Italian brand’s alcohol-free fragrance for dogs. 

 

For more information, visit theluxurytravelreport.preferredhotels.com