From the rise of boutique air experiences and bookings for ‘transformational’ travel to the beauty of Northern Italy and hotels entering cruise, travellers in 2026 will be focused on “joy-driven itineraries”, according to Smartflyer’s third annual Travel Trends Report.
Guests are prioritising big-ticket trips, as six-figure bookings by SmartFlyer advisors have increased 26 year-on-year and safari itineraries have risen 22%.
Meanwhile, private aviation is on the up, said SmartFlyer founder & CEO Michael Holtz.
“Private aviation has gone from being a once-in-a-while indulgence to a strategic part of how our clients travel…It’s about efficiency and access,” he said.
Moving to land, travellers’ demand for Italy is shifting, with rising interest in Milan, which is expecting a slate of hotel openings in 2026, including Mandarin Oriental.
As Cortina d’Ampezzo prepares for the 2026 Winter Olympics, guests are inspired to book alpine adventures in the Dolomites.
Luxury hotel brands entering the cruise market will prove to be a formidable on-ramp for the sector.
Aman Resorts is set to unveil its first cruise ship in 2027, the 182-metre Amangati, while Orient Express’ Corinthian and Four Seasons Yachts’ Four Seasons I will sail next year.
The three brands will follow The Ritz-Carlton Yacht Collection into the market, which has already launched Evrima, Ilma, and Luminara.
These moves are aimed at tempting loyalists to these brands to try a cruise, which they may not have considered in the past.
“With the entry of trusted hospitality names, we’re seeing travellers who once swore off ships now leaning in with curiosity – and booking,” explained SmartFlyer Head of Cruise Saul Fonseca, who
described hotels as “redefining the category altogether”.
“Now, those same clients are taking notice – drawn by the familiarity, design ethos, and service standards they already trust on land.
