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Luxury Travel Trends 2026: North Americans Seek Meaning Over Milestones

GHardy Tours reports a rising shift toward experiential, culturally rich travel that blends indulgence with deeper connection. As interest in international travel continues to accelerate, GHardy Tours is identifying clear patterns shaping North American luxury travel in 2026 . The company’s analysis of traveller behaviour, booking data, and destination demand signals a decisive shift away from checklist-style vacations toward culturally immersive, emotionally resonant journeys. “People want to feel changed by the places they visit,” says Kathleen Hardy , President of GHardy Tours. “Luxury used to be defined by opulence. Now it’s defined by context, access, and meaning.” This shift mirrors broader consumer sentiment across the industry. Travellers are prioritizing experiences that feel personal , connections that feel authentic , and destinations that feel alive , rather than simply returning to familiar hotspots. According to GHardy’s internal reporting for 2025, non-branded organic search interest across Canada grew by more than 30 percent year-over-year, reinforcing the idea that consumers are starting their planning with intent rather than habit. As 2026 approaches, GHardy Tours highlights five defining trends reshaping the luxury travel landscape. 1. Italy Leads the “Slow Luxury” Movement Italy remains one of the strongest demand drivers, but travellers are favouring a new kind of experience: longer stays, deeper immersion, and itineraries built around culture rather than speed. Requests for vineyard-led learning, private culinary workshops, and after-hours museum access have grown sharply. For travellers passionate about food, art, and craftsmanship, Italy continues to offer the highest satisfaction ratings across GHardy’s portfolio. The company’s flagship Italy Luxury Travel programs for 2026 will feature curated access to historic estates, local experts, and lesser-known regions where guests can connect directly with artisans. “People are no longer asking to ‘see everything,’” Hardy adds. “They’re asking to understand something deeply.” 2. Portugal Becomes the New “First-Choice Europe.” Portugal’s rise has been steady but unmistakable. For North American travellers seeking elegance without crowds, the country’s combination of modern style, rich history, and coastal calm continues to resonate. GHardy has seen notable interest in multi-city itineraries that blend Lisbon, Porto, the Douro Valley, and emerging coastal havens. Travellers are especially drawn to Portugal’s “quiet luxury” — boutique hotels, intimate culinary experiences, and design-forward architecture — offering an alternative to more saturated European destinations. While Portugal is not one of the anchored links in this release (due to the 3-link limit), it remains a top performer in the company’s booking data for 2026. 3. Morocco Anchors the Rise of Experience-Driven Adventure Adventure no longer means sacrificing comfort. Morocco is emerging as the anchor destination for “experiential luxury,” combining desert landscapes, historic medinas, and exceptional hospitality with style and cultural depth. GHardy Tours’ Morocco Luxury Travel programs for 2026 reflect the country’s growing appeal among high-net-worth travellers who want variety — bustling marketplaces, serene mountains, and architectural beauty — wrapped in a seamless, elevated travel experience. Desert camps, private riads, and locally guided experiences continue to be among the company’s most requested offerings. 4. Costa Rica Reinforces the Shift Toward Sustainable Luxury Environmental responsibility is no longer a niche preference. Guests increasingly expect sustainability to be part of the luxury experience, not an add-on. Costa Rica is setting the global standard, and interest from Canadian and U.S. travellers remains particularly strong. GHardy Tours’ Costa Rica Luxury Travel itineraries highlight eco-focused lodges, wildlife engagement led by biologists and conservation partners, and curated wellness components. These trips attract travellers who want luxury that aligns with their values — comfort, but with purpose. “Costa Rica proves that sustainability and sophistication can coexist beautifully,” Hardy says. “It’s become one of the clearest expressions of where luxury travel is heading.” 5. Travellers Want Storytelling, Not Spectacle A defining shift for 2026 is the desire for narrative — understanding a place through its people, traditions, and lived culture. GHardy’s team has seen increased demand for experiences that offer perspective: private talks with local historians, design-focused architecture tours, access to working vineyards or farms, and opportunities to participate in cultural rituals respectfully and responsibly. This trend also reflects the influence of educational travel on GHardy’s luxury division. With more than 40 years of designing academic travel for schools and universities, the company is uniquely positioned to bring depth and meaning into its adult-focused itineraries. A New Era of Luxury: Meaning Over Milestones As the luxury travel market evolves, GHardy Tours sees a blurring of the line between indulgence and education. Travellers want comfort, but they also want connection — not only to destinations, but to themselves. Hardy believes this shift will continue well into 2026 and beyond. “People want to return home with something they didn’t have before,” she says. “Not a souvenir, but an insight.” This trend is especially relevant for families and multigenerational travellers seeking shared experiences that encourage curiosity and reflection. It is equally strong among solo travellers, who are prioritizing emotional resonance and cultural learning alongside traditional luxury. “Luxury is no longer about how much you can fit into a day,” Hardy adds. “It’s about how deeply a moment stays with you.” What’s Next for GHardy Tours With demand rising for destinations that offer both sophistication and authenticity, GHardy Tours will continue expanding its 2026 programming across Europe, Africa, and Latin America. The company is also strengthening its partnerships with local experts and cultural institutions, ensuring each itinerary delivers meaning, insight, and ease — the foundation of modern luxury. High-resolution images, interview opportunities, and destination-specific media assets are available upon request. For more information or to explore itineraries, visit ghardytours.com or email [email protected] .