Travel trends 2027: how we will travel next year

Every year the world's largest travel advisor networks share what they see coming. Virtuoso's 2027 Luxe Report, built on the views of more than 3,100 advisors in over 50 countries, leaves one idea that sums it all up: travelers are changing destinations, not their standards. They still want the great room, the private guide and the hard-to-get table. What changes is where and how.

What is the most popular destination for 2027?

Japan. For the first time in the report's history it overtakes Italy as the number one destination in the world. It makes sense: cities unlike anywhere else, carefully kept nature, food that justifies the trip on its own and hospitality you notice in every detail. Greece becomes the favorite honeymoon destination, and China appears as the fastest rising one.

Why are multigenerational trips growing?

Because shared time has become the real luxury. Grandparents, children and grandchildren who live far apart or have impossible schedules find in a trip the excuse to truly be together. According to Virtuoso, it is the number one trend for the third year in a row.

The challenge is pace. What excites a teenager can exhaust a grandparent. These trips work best when they include free time, places to stay where everyone has their own space and a few moments everyone enjoys equally, like a long dinner or a day on a boat.

What is shoulder season and why is it worth it?

It is the weeks between high and low season, such as May, June, September and October in the Mediterranean. The weather is still lovely, there are fewer people and places can be enjoyed calmly. In Virtuoso's 2026 report, 76% of advisors were already steering clients toward those dates to avoid the crowds.

Is slow travel a fad or here to stay?

Everything suggests it is here to stay. More and more people choose fewer destinations per trip and more nights in each. Instead of five cities in ten days, two well chosen places. You rest more, you see more and you come home feeling you lived the place, not just saw it.

What other ways of traveling are gaining ground?

• Expedition cruises on small ships that reach places like Antarctica or Greenland, with expert guides on board.
• River cruises on the Danube, the Rhine or the Nile, to see several cities without packing and unpacking.
• Wellness trips, with hot springs, spas and nature at the center of the plan.
• Short but carefully planned breaks of three or four nights, with every detail taken care of.

How can you make the most of these trends on your next trip?

You do not need to follow trends, but it is worth taking the best of them: choose your dates well, give the trip a human pace and dare to pick a destination that is not in every photo. If you like, we can think it through together. Tell us what you love and we will design a trip that makes sense for you, with every booking handled.