This month, eDreams ODIGEO—the world’s leading travel subscription platform and parent company of Opodo in the UK—launched its annual ‘Year in Travel’ report. The report examines search and booking data from travelers in key European markets and the USA and gives insight into what’s ahead for the industry in 2026.
A key trend found in the report is ‘transformational and purpose-driven travel’. “Travellers are increasingly prioritising transformational and purpose-driven holidays: designed not just for relaxation, but for learning, and personal growth,” says the report. “SmartFlyer’s 2026 Travel Trends Report highlights how big-budget travel has jumped 26% year over year. Purpose-driven itineraries often bring together multigenerational families or friend groups, allowing shared meaning and deeper connections across generations.”
Wayfairer Travel offers kayaking in Antarctica.
(Credit: Shutterstock)
The sentiment is echoed by Wayfairer Travel, experts in luxury travel experiences, which also refers to SmartFlyer’s report: “2026 marks the end of ‘someday travel’. Travellers are no longer waiting for the perfect moment; they’re booking transformational journeys that celebrate life now. Wayfairer crafts travel that marks milestones with meaning. From honeymoons in Bhutan’s Paro Valley to anniversaries on Kenya’s Maasai Mara plains, every itinerary is bespoke, built around connection and purpose. Clients can volunteer in local conservation projects, dine with artisans in Jaipur or hike to remote Himalayan monasteries. It’s travel as transformation, designed for those who want their journeys to change them.”
Alila Moments includes Meet the Poder, breadmaker, in Goa.
(Credit: Alila)
One brand taking note of the trend is Alila, which is part of Hyatt’s luxury portfolio. It has just launched Alila Moments, a new platform of immersive guest experiences found across 18 global destinations. Spanning culture and community, nature and sustainability, creativity and wellness, Alila Moments has been designed to reveal the true soul of a place.
“Thoughtfully crafted to create meaningful connections between our guests and our destinations, these personalized experiences go beyond the ordinary,” says the brand. “Designed with purpose, inspired by rich local traditions and grounded in timeless wisdom, Alila Moments awaken new perspectives leaving a profound impact that resonates long after your stay.”
Rice paddy trekking in Ubud, Bali, as part of Alila Moments.
(Credit: Alila)
Firmly grounded in the distinct facets and culture of each Alila hotel’s destination, the programme offers guests a rare sense of place—redefining what luxury travel means today. Rather than sightseeing, amenities or status, these experiences embody the essence of ‘purpose-led travel’, with the intention of sparking authentic encounters that linger long after check-out.
One example is the Meet the Poder experience in Goa, during which, before day breaks fully, guests follow a winding village path to a neighborhood bakery where Goa’s oldest morning ritual begins—breadmaking. Ms. Anisha, the village’s beloved poderin, welcomes you into her world of dough and discipline. With flour-dusted hands, you’ll knead and shape your own pão as she shares stories of Portuguese influence, community routines, and why bread remains at the center of Goan life.
Taj Mahal, Jaipur: part of Preferred Hotels’ Live Like a Legend programme.
(Credit: Preferred Hotels)
Citing the emergence of ‘ultra-luxury transformational experiences’ as one of its top trends for the year ahead is Preferred Hotels & Resorts, the world’s largest independent hotel brand.
“Ultra-luxury travel and transformative experiences are set to define the hottest trends in 2026, as discerning travelers seek more than just destinations—they seek life-changing journeys,” says the company. “Reflecting this shift, Preferred Hotels & Resorts has unveiled its ‘Live Like a Legend’ collection, featuring six bespoke luxury experiences at its prestigious Legend Collection properties worldwide. These offerings blend iconic locations, personalized services, and once-in-a-lifetime opportunities for guests to immerse themselves in unparalleled opulence. From a Rolls-Royce chauffeur tour in London to private helicopter adventures in Montana’s rugged wilderness, each experience is crafted to go beyond expectation. Whether indulging in art tours in Santa Monica or crafting songs with Nashville professionals, they redefine luxury as a deeply personal and transformative journey. With exclusive bookings through the Personal Legend Concierge service, the collection exemplifies a growing demand for exclusivity and uniqueness in travel.”
Recently launched is the inaugural private jet experience in partnership with Bucketlist Xperiences.
(Credit: Preferred Hotels)
Taking things up a notch further, the brand has also offered its inaugural private jet experience: Legendary Journeys—The Ultimate Private Jet Experience in partnership with Bucketlist Xperiences.
See the great wildernesses with Pelorus: such as The Gobi Desert, Mongolia.
(Credit: patrick schneider / unsplash)
Meanwhile, Pelorus has unveiled its 2026 Adventure Agenda, including five new journeys that take immersive, experience-led travel to new frontiers. From following Odysseus’ path across the Mediterranean to chasing a solar eclipse in Greenland, the collection combines cultural immersion, pioneering conservation, and the kind of cinematic storytelling that has become synonymous with the Pelorus name.
Each itinerary has been designed in collaboration with world-leading experts, conservationists, filmmakers and local communities, ensuring unrivalled access and a deep connection to each destination. One such journey is ‘One of the World’s Final Frontiers: Mongolia’ which sees travelers able to embrace experiences surrounding the ‘Year of the Horse’ in the Mongolian lunar year. Part of the trip is a private expedition across the vast steppes, deserts, and mountains of Mongolia—one of Earth’s last untouched wildernesses. “Adventurers are able to explore far beyond the typical tourist spots to experience true remoteness and cultural intimacy,” says Pelorus.” Encounter eagle hunters in the Altai, traverse Zavkhan’s golden dunes and turquoise lakes on foot, yak, camel and horse, and experience a private Naadam Festival in the region’s heartland—all bringing guests closer to the wild frontiers of Mongolia. Guests will stay in luxury Ger camps, encounter palaeontologists, conservationists, and astronomers to enjoy unrivalled cultural access, to explore this final frontier.”
Immersive itineraries are part of the DNA of Aqua Expeditions.
(Credit: Auq Expeditions)
Also offering itineraries that resonate on a deeper emotional level is Aqua Expeditions, a global leader in luxury small-ship expeditions. Allowing travelers to explore the world’s most biodiverse and culturally significant destinations, in destinations such as the Peruvian Amazon, Cambodia, Vietnam and Raja Ampat, Aqua’s activities focus around heritage connections and human-centric service to create experiences that deeply resonate. Think: Q&As with local Buddhist monks and interactions with the Indonesian Asmat Tribe.
The new Aqua Lares will offer immersive itineraries in the Seychelles.
(Credit: Aqua Expeditions)
The brand, which is part of the Ponant Explorations Group, is set to launch its sixth vessel, Aqua Lares, in February 2026. The 15-suite Aqua Lares will be the first ultra-luxe expedition yacht available to book by the cabin in the Seychelles. The expansion into East Africa, will offer once-in-a-lifetime voyages to biodiversity hotspots in the Seychelles, Aldabra Atoll, Zanzibar and Tanzania, and, says Aqua Expeditions: “This reinforces Aqua’s leadership in luxury exploration and its commitment to delivering immersive voyages, cultural discovery, and sustainable tourism to the world’s most pristine destinations. Guests can expect a superyacht experience in line with Aqua’s signature standards: personalised service, a 1:1 crew-to-guest ratio, cuisine by world-renowned chefs, and expert-led excursions in small groups that reveal the best of each destination.”
COMO Maalifushi in the Maldives.
(Credit: Martin Morrell)
Meanwhile, offered at Como Hotels & Resorts, the COMO Journeys programme encompasses residencies led by experts in a variety of fields: Active, Adventure, Creative, Culinary and Wellness. The programme is an opportunity for guests to learn a new skill, perspective or deepen an existing practice. From tennis with Carlos Alcaraz in Turks and Caicos and therapeutic wellness with Julia Mast in the Maldives to an extraordinary ‘COMO Journey: Into the Arctic’, pairing COMO’s signature luxury COMO cuisine and COMO Shambhala wellness treatments with the expedition expertise of Natural World Safaris, specialists in remote, wildlife-rich destinations.
The Sky Lodge at One&Only Moonlight Basin gives guests a breather in Big Sky country.
(Credit: One&Only)
Finally, with online travel agency Expedia revealing that Big Sky, Montana is their destination of the year—with accommodation and flight searches up 92% year on year, boosted by the year-round appeal of the ‘Yellowstone effect’—the new One&Only Moonlight Basin is firmly in the spotlight.
The hotel, which has just opened its doors this month, is the brand’s first ever US property. Not only is it found in the destination ‘of the moment’ it offers a luxurious base to immerse travelers in the rugged US wilderness. The Olson Kundig designed hotel celebrates the surrounding landscape, with natural materials and floor-to-ceiling windows that offer panoramas of the surrounding mountains. In the summer months, adventurers can enjoy horse riding, hiking in the nearby National Park, fly fishing, kayaking, and mountain biking. Once snowfall sets in from September, the resort is perfectly positioned for Big Sky’s winter activities, with a gondola connected directly from the Sky Lodge to the ski area, and 5,800 acres of world-class ski and snowboarding options.
