In the latest The Future Laboratory Report, Travel & Hospitality Futures: Optimised Odysseys, ‘Gilded Luxury Travel’ is cited as a major trend for 2026. But what does this mean? The shift has been defined as: “Moving beyond material excess: post-luxe travel embraces sensory design, resonant rituals, heritage connections and human-centric service to create experiences that resonate on a deeper emotional level.”
The report also reveals: “According to the World Travel & Tourism Council, international visitor spending is forecast to reach £1.63 trillion ($2.1 trillion, €1.94 trillion) in 2025, surpassing the previous high of £1.47 trillion ($1.9 trillion, €1.76 trillion) in 2019. Post-luxe travel also redefines value. Affluent travellers now seek experiences that evoke lasting emotions, prioritising legacy and innovation over display.”
Storytelling, meaningful connections and an emphasis on ‘sanctuary over extravagance’ are all key factors for luxury hospitality moving forward—values which are endorsed by leading innovators in the industry.
Na Praia is due to open in spring 2026 on a secluded stretch of Portugal’s Atlantic coast.
(Credit: Na Praia)
José António Uva, is the founder of the visionary new project, Na Praia, which is due to open in spring 2026 in Portugal. Found on a secluded stretch of Portugal’s Atlantic coast, set on a peninsula between the ocean and a wild nature reserve just beyond Comporta, Na Praia is a distinctive 113-key independent hotel. The property sits in harmony with its natural setting and is the result of more than a decade of careful design and lasting commitment to conservation.
Na Praia is the second hotel project from José António Uva, eighth-generation steward of São Lourenço do Barrocal, the much-loved farmhouse hotel in Portugal’s Alentejo. While Barrocal lies inland, rooted in agricultural traditions, Na Praia looks outward to the sea, shaped by the wild Atlantic horizon. It is a continuation of Uva’s work of protecting, restoring and preserving Portuguese heritage and guardianship of the land.
Na Praia sits at one with nature.
(Credit: © Jody Daunton 2025)
“Our mission as independent hoteliers is simple, to enable guests to form an intimate, personal connection with a distinctive setting,” says José. “At Na Praia, this means offering a raw and genuine immersion in nature, architecture, and craftsmanship. Our service will be of the highest level yet deliberately pared back—discreet and thoughtful. We are fortunate to be surrounded by an extraordinary combination of natural beauty, a uniquely talented set of designers, and a team that lives and breathes Portuguese culture. This rare alignment of place, design, and people is, we believe, essential to exceptional hospitality.”
Luura will debut its inaugural hotel, Luura Cliff, on the island of Paros in May 2026.
(Credit: Luura)
Sophie Khoury, founder of Luura, a brand-new family-owned hospitality brand, which will debut its inaugural hotel, Luura Cliff, on the island of Paros in May 2026, says the future of hospitality is all about belonging.
“Today, people speak of experiences, but true luxury lies in the quiet feeling of belonging, wherever you are. In a world of sameness, the real escape is found in what feels authentic. People travel not to consume, but to connect. To explore life differently. To return with stories and a sense of fulfilment, enriched by genuine connection and new inspiration.”
Luura Cliff represents a bold new chapter in contemporary Greek hospitality.
(CredIt: Luura)
Founded by the Khoury family, Luura is a multigenerational vision rooted in family values. Luura Cliff represents a bold new chapter in contemporary Greek hospitality and the first of several openings in a Mediterranean pipeline that will include additional properties in Paros, Athens, and beyond. Each property will be designed to reflect its location, providing guests with insider access to the destinations’ rich culture and traditions.
“Tomorrow’s hotels will not simply ‘host’ you,” says Sophie. “They will open doors to culture, community and a deeper connection with place. At Luura, we bring belonging to life through curiosity and connection. It lives in the architecture, in the art, food, people, and in the simple joys of place. Whether exploring or unwinding, each stay feels personal, intentional and deeply connected.”
Malkai’s pavilion accommodation will set a new marker for luxury hotels in Oman.
(credit: The Malkai)
Meanwhile, Kairavi Khimji, director of The Malkai, a new hospitality concept set to redefine luxury travel in Oman, and due to open in autumn 2026, says that it is “discreet, curated experiential journeys that will define this new era of luxury hospitality.”
A culmination of a decade-long dream, passed down through generations by one family (the founders of The Chedi Muscat), The Malkai is a legacy project rooted in Omani tradition, sustainability and a spirit of generosity. It will offer guests an immersive journey across three remarkable tented camp locations—the coastal farmlands of Barkaa, the soaring Al Hajar mountains, and the sweeping Sharqiyah Sands—each designed to reveal the true soul of the Sultanate. From private island access within the Al Dimaniyat archipelago to farm-to-fork dining, bespoke adventures, and restorative wellness, it heralds a new era for experiential luxury travel in Oman.
One of The Malkai’s outposts in Hajar.
(Credit: The Malkai)
“Personalised, locally inspired accommodation, and far-flung experiences away from the maddening crowd, will be sought after,” says Kairavi. “A slower, more secure pace of life, punctuated by moments of adrenaline, discovery, and exclusivity, will supersede the fast-paced experiences. Fireside chats, stargazing, and remote island escapes, enriched by expert knowledge and authentic cultural encounters, will shape guest experiences and service must be intuitive, flexible, and deeply considerate. It’s all about Silent Luxury.”
Jayasom will capture a sense of thoughtful luxury.
(Credit: Jayasom)
Karen Campbell, co-founder Jayasom,a destination wellness retreat launching in Amaala, in the Red Sea in 2026, agrees and says: “The new luxury is all about authentic experiences that deliver insight and a new perspective; it is in sharp contrast to over-cooked, manufactured, and out-of-place, staged hospitality.”
Regina Experimental hotel in Biarritz was a reimagination of a historic building dating back to 1907.
(Credit: MR.TRIPPER)
Romee de Gorianoff, co-founder of Experimental*, the innovative hospitality group that was founded in 2007, adds his take: “In my opinion, true luxury is about experiencing the ‘unique’ and the ‘genuine authenticity’ of a place or of the people behind it. Taken separately, luxury can be found in food, design, location and material elements, but it must seamlessly blend into a unified experience to deliver ‘true luxury’ and that doesn’t necessarily mean ultra-expensive.”
Aerial view of Ras Amud, Oman, where the first Discover Collection property will open in September 2026.
(Credit: Discover collection)
Backing up the trend of luxury travelers seeking more meaning is Discover Collection, a new private membership community designed for the next generation of curious travellers who explore responsibly and give back to the places they visit. Founded by legendary global hotelier Bernhard Bohnenberger (BB), Discover Collection is resetting the boundaries of luxury hospitality, reimagining how tourism can serve as a genuine force for good.
“High-end hospitality can be a driver of environmental integrity, conservation and cultural preservation,” says BB. “Tourism must transcend traditional sustainability and move toward regenerative models that create lasting benefits for both people and the planet. Sustaining destinations is no longer about minimising harm; it’s about creating net-positive impact.”
Hotelier Bernhard Bohnenberger (BB) is the founder of Discover Collection.
(Credit: Toby Mitchell)
A collection of inspiring destinations, from tented camps and wilderness resorts to lodges and historic châteaux, offers members tailor-made adventures led by local experts, each designed to create meaningful connections and lasting impact through the Discover Collection Foundation. Every journey celebrates the spirit of place while helping to preserve the ecosystems, habitats and cultural identities that make it unique.
The first of a dozen planned Discover Collection properties will open in September 2026 in Ras Amud, Oman. The 32-villa retreat on the Musandam Peninsula overlooks the Hajar Mountains and the Sea of Oman. In December 2026, Discover Collection Lemomo in Kenya will open, offering sensational views of Mount Kilimanjaro, as well as immersive experiences with Maasai culture and the wildlife of Amboseli National Park.
The ‘Billionaire Backlash’ is a reaction to ostentatious wealth.
(Credit: Lemongrass)
Furthermore, in the Annual Travel Trend Report 2026 by Lemongrass, the leading B-Corp Travel PR and Marketing Agency, says that the future of luxury lies in ‘thoughtfulness’. It refers to an uptick in what they term a ‘Billionaire Backlash’, in which there is an increasingly negative reaction and perception to the display of ostentatious wealth; resulting in a search for more ‘meaning’ in travel, and life, than just the quest for material things.
“The truth is, luxury travel can be positively impactful and even sustainable. Generally speaking, a more values-led culture is emerging, and that’s true with luxury travel brands as well. As this trend continues to evolve, it’s very possible that, within the coming years, luxury will be more aligned with local immersion and thoughtful, personalised experiences rather than a playground for the tactless rich and famous.”
At Namron’s La Valise Mazunte, guests can find ‘quiet luxury’ in just six suites in Mexico’s Oaxaca.
(Credit: Namron)
Finally, Namron Hospitality says that “travellers are moving away from big resorts in favour of boutique, design-forward stays that foster real connection and authenticity.”
Namron Hospitality is one of Mexico’s leading hospitality brands, managing boutique hotels across the country, incorporating distinctive design, top tier service and local culture. Its USP is to redefine luxury travel in Mexico through a growing collection of design-led, eco-conscious boutique hotels that connect guests deeply with the local community. Founded by Yves Naman, Namron Hospitality also champions sustainability through The Tulum Pledge, an initiative guiding travellers and businesses toward more responsible tourism as the region continues to grow
Travellers are moving towards design-forward stays that foster real connection and authenticity, says Namron.
(Credit: Namron)
“As travellers increasingly seek authentic, human experiences over scale, Namron’s properties offer immersive programmes celebrating Mexican culture—from artisan collaborations and culinary experiences to wellness and creative workshops that foster meaningful ties with local communities. Launching in 2026, Namron’s new cultural programming will bring a monthly rhythm of wellness, music and creative events to each property, weaving community and culture into the brand’s core offering.”
