Luxury experiences rebound: travel and dining growth in 2026
According to a new study, luxury spending is expected to rebound this year, led more by experiences than by luxury goods.
According to Bain & Co. and Altagamma, after two straight years of declines, luxury goods sales are expected to grow 1% to 4% in 2026. Personal luxury goods sales are forecast to reach between 365 billion and 373 billion euros ($413.6 billion to $422.7 billion) this year.
Tensions in the Middle East continue to weigh on sales. Dubai in the United Arab Emirates had been one of the world’s fastest-growing luxury markets before the Iran war, but its heavy reliance on tourism has yet to show signs of recovery. The report says luxury sales could grow this year if conditions in the Middle East stabilize and demand from China improves.
The report says the United States has become the leading growth market for luxury goods for the first time since 2021. It notes that U.S. growth is largely driven by aspirational consumers.
Meanwhile, the priorities and spending of affluent consumers worldwide are shifting. Travel, events and dining experiences are becoming more important than buying status-signaling goods. The report also says luxury goods sales are expected to grow 1% to 4%, while experiences could grow 3% to 7% this year. Bookings for dining, leisure and entertainment are up about 30% this year.
Experience-driven luxury: resilient in time, access and meaning
“The resilience we are seeing this year in experience-driven luxury is concentrated in categories that money cannot easily replicate: time, access and meaning,” said Claudia D’Arpizio, senior partner at Bain & Co. “Luxury is increasingly about how people live, not just what they own.”
Travel to nontraditional, less-visited destinations is growing. “Immersive travel”—customized slow-travel experiences built around exploration and tradition—is also becoming more popular. The report says travel to nontraditional regions rose 20%.
Intergenerational travel extends family trips across generations
The report also points to the rise of “intergenerational travel,” where wealthy families travel together and Gen Z begins to adopt the travel tastes and preferences of their parents.
From cruises and fine dining to growth in art
Cruises in particular are attracting many first-time buyers and repeat customers. Fine dining and gourmet cuisine are being driven by a “less but better” mindset, and high-end art is also returning to growth.
“Consumers are not just spending more; the way they spend is changing too, as they seek moments that feel more intimate and more authentic,” D’Arpizio said.
