Scott Dunn says travellers now want trips that help them switch off and reconnect rather than showcase where they stayed.

Luxury travel is moving away from traditional markers of status as high-end travellers look for trips built around meaning, access and emotional value.

Alison Zacher, Global Managing Director of Scott Dunn, said the shift is shaping the company’s 2026 travel outlook as it marks its 40th year.

“Luxury travel used to be defined by thread count and champagne, but today it's about meaning, impact, and authenticity,” Zacher said.

The change is forcing travel companies to compete on more than premium hotels or standard itineraries. Zacher said the way travellers want to feel during a trip can matter more than where they stay, making personal advice and destination knowledge harder to replace.

Digital tools still have a role in high-end travel planning. Zacher said technology can remove friction and reduce pain points, but human advisers are needed to understand guest preferences and match them with the right destinations, suppliers and access.

“The way someone wants to feel about their travel is almost more important than where they stay,” Zacher said.

Scott Dunn expects family travel to remain a major source of demand as people live longer and more households plan trips across generations. Zacher said this includes parents travelling with newborns and grandparents joining multigenerational holidays.

Wellness and nature-led tourism are also expected to shape future itineraries. Zacher said travellers increasingly want trips that help them switch off, slow down and reconnect with people and places.

For Scott Dunn, the opportunity is to serve travellers who want more personal and expert-led experiences. The challenge is maintaining that level of service as digital planning becomes faster and travellers expect both convenience and deeper value from luxury trips.