Premium surges as travellers spend more on experiences: Trip.com

Travellers are increasingly willing to spend big on premium flights, luxury hotels and personalized experiences, with new data from Trip.com pointing to strong growth in the high-end travel market.

Global searches for first and business class flights on Trip.com jumped 99 per cent year-over-year during the first half of 2026, while searches for five-star hotels climbed 57 per cent.

The trend comes as travel takes on greater importance for younger generations. According to the 2026 American Express Global Travel Trends Report, seven in 10 Millennials and Gen Z travellers consider travel a “non-negotiable” expense.

Rather than simply spending more on traditional luxury, travellers are increasingly seeking customized trips, live entertainment, wellness experiences and other memorable moments.

Custom travel takes off

Demand for personalized itineraries is rising sharply.

Bookings for Trip.com’s custom tours, which allow travellers to work with a travel expert to create an itinerary tailored to their requests, have surged by more than 600 per cent year-over-year globally.

The strongest demand is coming from Mainland China, Hong Kong and Singapore, according to the company.

Live entertainment is another factor influencing how travellers spend.

Trip.com Group data shows 63 per cent of Asia-Pacific travellers have already crossed borders to attend concerts, while 66 per cent are willing to travel internationally for one.

Wellness and privacy gain ground

Wellness and privacy are also becoming increasingly important among high-end travellers.

Worldwide searches for terms including “luxury” and “best spas” have increased 170 per cent, according to data cited by Trip.com.

Properties such as Aman Tokyo and Cheval Blanc Randheli Maldives are among the hotels featured on Trip.Best’s Top Luxury Hotels list.

Trip.com also reported an increase in global bookings for its “Platinum Luxury Hotels” during the first half of 2026, with interest particularly concentrated on properties in Mainland China and Southeast Asia.

Bookings for Platinum Luxury Hotels in Japan’s Minamitsuru District, an area known for Mount Fuji views and lakeside resorts, recorded a triple-digit year-over-year increase.

Mainland China, meanwhile, is emerging as an option for travellers seeking upscale stays at comparatively lower prices.

Trip.com highlighted Novotel Shanghai Clover, one of the most popular five-star properties in China booked by international travellers during the second half of the year, with rates of about US$126 per night.

Travellers from Singapore, South Korea and Hong Kong represent the largest overseas source markets for quality stays in China, according to the company.

Travelling farther – and staying longer

Trip.com’s data also suggests premium travellers are travelling more frequently and taking longer trips.

Black Diamond members make nearly 20 times as many bookings as the average Trip.com member.

International travellers flying first or business class are expected to spend at least 14 days abroad per trip, nearly 40 per cent longer than the average traveller. Among European premium travellers, that figure rises to as many as 20 days.

More than four in 10 first and business class flights booked globally for the second half of 2026 are long-haul.

Japan is proving particularly popular with this market, with four of the world’s 10 most-booked five-star hotels located in the country. Tokyo-Sapporo is also Trip.com’s top-selling first class flight route.

Booking patterns among Black Diamond and Diamond+ members similarly point to strong interest in long-haul destinations, including Australia, the United Kingdom and United States, while Japan stands out for repeat visits.

Millennials, Gen X drive premium demand

Millennials and Gen X travellers are leading much of the demand for high-end travel.

Nearly one in two international travellers booking five-star hotels for the second half of 2026 are between 35 and 49 years old, according to Trip.com. The age group also accounts for the largest share of first and business class flight bookings.

Demand among older travellers is growing as well.

Gross hotel bookings through Old Friends Club, a Trip.com Group initiative offering products for users aged 50 and older, increased by more than 100 per cent year-over-year during the first quarter of 2026.

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