Pavlus Travel & Cruise sees shifts in luxury booking dynamics in 2026 | News
Luxury travelers love to explore the world in their own unique way, and as they grow older, they simply adapt their vacation style and personality to their stage of life. “But whether they’re 25, 50, 75 or older, they ‘go, go, go,’” says Craig Pavlus, founder and CEO of Pavlus Travel & Cruise, Albuquerque, NM, one of the nation’s largest independent travel agencies. “In 2026, our luxury customers can’t wait to experience the world on their own terms. They believe – like us – that they deserve a fantastic luxury holiday, and we strive to deliver that.”
Between January and early April 2026, Pavlus team members have already booked thousands of luxury holidays for both new and existing customers. An interesting development? “Our Pavlus team sees several shifts in the booking behavior of luxury travelers in 2026,” Pavlus explains. “These range from small nuances to broader market trends, but they all point to how luxury customers’ vacation preferences are evolving and what matters most to them this year. Here are a few of those shifts.”
Travelers who have often cruised with one brand are not always so loyal: some luxury guests who have happily remained loyal to one cruise brand for years are now jumping ship, so to speak. Surprisingly, this also includes some travelers with a high loyalty program status.
Among the takeaways? Guests tell their personal Pavlus travel planner that they are interested in trying another luxury product, especially if it includes shore excursions in the cruise price.
Moving to larger suites, plus small details matter: more and more guests are considering higher category suites before booking. Many then head there so they can enjoy more spacious interiors or terraces, dedicated butler service, priority dining, better views, larger showers and more.
But in 2026, “I also notice that little things like included laundry service can entice a customer to upgrade their cabin or suite more often than one would expect,” reports a Pavlus travel planner. While priorities vary from guest to guest, even small extras are becoming increasingly influential.
Longer vacations, more consecutive bookings: Pavlus’ personal travel planners are hearing more requests for longer cruise or tour itineraries than in the past. On a recent Viking cruise, a Pavlus team member overheard a guest say, “When I travel abroad, it’s stupid to go for anything less than a 14-day cruise.” Others in that guy’s group nodded in agreement.
Today, travelers are often looking for longer itineraries, either as a single longer trip or by booking consecutive cruises, tours or a combination of the two. Robust Grand Voyages of World Cruises also remain popular with Pavlus’ luxury customers, especially those over 65 who have more time to travel or customers who work remotely.
Another factor: Some customers are wondering how higher jet fuel costs in 2026 could affect future airfares. Many believe that booking one longer vacation can provide better overall value than taking two or three separate trips with multiple plane tickets.
Increase in last-minute luxury bookings: Traditionally, many luxury travelers plan well in advance, enjoying the anticipation of their future vacation and having plenty of time to map out activities and experiences. But this year there has been a noticeable increase in last-minute bookings of luxury cruises and tours, many of which depart within three months. “People want to go now, and they feel like there is no better time than now,” Pavlus emphasizes.
Trends for the most desired international destinations: As for where travelers will go in 2026, the most in-demand destinations are, unsurprisingly, outside the Middle East. Bookings for Japan are particularly strong. “Our team also sees significant interest in Antarctica for winter 2027-2028 travel,” says Pavlus.
Also popular are the Arctic, Greenland, Iceland, Norway and Finland, along with the Baltic countries of Estonia, Latvia and Lithuania. In the Mediterranean, Spain, Portugal, Italy, France and Croatia remain favorites, along with growing interest in European river cruises.
Desire for Elevated, Experiential Travel – Beyond City Tours: Luxury travelers are increasingly seeking more immersive, authentic experiences. It’s not just about a standard city tour anymore. Many are repeat visitors to destinations and want to connect more deeply with locals, artisans, vintners, chefs and others who bring the culture, heritage, lifestyle and cuisine to life.
In Viviers, France, a Pavlus tour planner recently took part in a walking tour where the guide pointed out a pétanque court and explained the game. While it was fun, guests noticed that travelers from another cruise line were actually learning and playing the game on that same court. Many commented that the hands-on experience would have been much more memorable.
More requests for independent extended stays before/after their cruise: While cruise and tour operators’ pre- and post-trip packages remain popular, “many of my luxury guests are increasingly requesting independent extended stays before or after their cruise,” says a prolific Pavlus travel planner in Albuquerque, NM. These guests can:
Ask their tour planner to book a multi-night luxury hotel stay in the city of embarkation or disembarkation.
Plan expansions around a special event, concert or cultural program that matches their personal interests.
Travelers are looking for smaller luxury ships, smaller guided group trips: “Our luxury guests are increasingly asking for vacations on smaller ships or within smaller guided tour groups,” says Pavlus. “They’re looking for a more intimate experience, without the crowds.”
For more information about Pavlus Travel & Cruise, visit https://pavlustravel.com/
