60% of Travelers Want Luxury — But Can They Pay for It?

Sixty percent of surveyed travelers say they want luxury holidays, yet declining purchasing power dominated the opening day of World Travel Market London 2026. That gap between aspiration and ability to pay framed the launch of the WTM Global Travel Report, produced with Tourism Economics, and set the agenda for airlines, hotels, tour operators and destinations.

Dave Goodger, managing director of Tourism Economics, said consumer spending pressure remains a real concern but does not equal falling demand. "Travellers are reallocating resources and looking to save where they can," he said. For sellers of travel, the distinction matters: consumers may keep prioritizing holidays while cutting spending elsewhere, shortening stays, downgrading accommodation categories, or paying up only for experiences they judge worth the extra cost. The commercial task is identifying which parts of a trip customers will pay more for — and which they now treat as unnecessary.

Is Luxury Redefining Itself?

Sean Morgan, head of travel research at Tourism Economics, presented the report's headline finding: 60% of travelers surveyed expressed interest in luxury holidays, with experiences at the center of that interest.

Traditionally, luxury has meant five-star hotels, premium cabins and exclusive resorts. At WTM London, the discussion shifted toward less tangible definitions: access, authenticity, personalization and memorable experiences. A private cultural encounter, an exceptional local guide or family time may now carry more perceived value than expensive physical amenities.

The takeaway for operators: aspiration is not willingness to pay. The opportunity lies in delivering experiences that feel exceptional across price categories, rather than assuming the future belongs only to high-spending visitors.

What Will Travelers Want in 2036?

Chase Gray of Skift Advisory offered a decade-long view, arguing that luxury will increasingly mean "access not excess." He identified three traveler cohorts for planning through 2036:

• Prestige travelers, who value recognition, exclusivity and being seen.
• Enrichment travelers, who seek learning, cultural engagement and personal development.
• Connection travelers, who prioritize shared experiences with family and friends.

The categories are a product-development framework, not silos — one traveler may move between all three across different trips. Smaller destinations, community-based providers and independent guides may be well placed to serve enrichment and connection demand.

How Big Is the Experience Economy?

WTM London dedicated a specific hub to experiences, reflecting the segment's growth. In a session titled "The Experience Economy: Niche Is the New Mainstream," Angela Val of Visit Philadelphia addressed the economic potential of specialized tourism experiences.

The shift is structural: for many visitors, the experience itself now drives destination choice, rather than acting as an add-on to flights and hotels. That opens markets for cultural organizations, local communities and specialist operators that previously struggled against large hospitality brands. It also raises distribution questions — if a destination markets its culture and neighborhoods, local businesses should gain a meaningful share of the revenue.

Where Do Accessibility and AI Fit?

Accessibility received equal billing. A destination cannot promise exceptional experiences if large groups of travelers cannot participate. Accessible tourism spans reliable information, suitable transport, trained staff, inclusive digital booking and design for varied physical, sensory and cognitive needs. It is also commercial: travelers with disabilities frequently bring companions, so improvements benefit whole travel groups and an aging global population.

Artificial intelligence cut both ways. AI tools can help travelers discover, compare and book, and help suppliers personalize, forecast demand and cut costs. But resources are uneven. Large platforms and international hospitality groups can invest more in AI systems, data and automated distribution, while smaller operators risk growing dependence on the platforms controlling how products are presented and recommended.

What Remains Unresolved?

The open questions after day one: whether luxury aspirations convert into sustainable demand under household budget pressure; whether experience-led tourism enriches local entrepreneurs or mainly large intermediaries; whether accessibility becomes a commercial priority; and whether AI strengthens independent businesses or deepens platform dependence.

The winners of the next decade may not be those selling the most expensive products, but those who understand what travelers genuinely value — and deliver it consistently at prices they can afford.