70% of Millennials and Gen Zs view travel as a priority with premium experiences booming

Travel has become a non-negotiable expense for many, with 70% of Millennials and Gen Zs viewing it as a priority, according to the 2026 AMEX Global Travel Trends Report. As people increasingly seek unique and personalized experiences, high-end travel options are booming, with global searches for first and business class flights on Trip.com rising 99% year-on-year in the first half of 2026. Five-star hotel searches also surged 57% over the same period.

This trend reflects a growing demand for premium travel experiences that are highly customizable and offer once-in-a-lifetime moments. Custom tours on Trip.com, where users can chat with a travel expert and tailor their trip to their preferences, have seen bookings increase by over 600% year-on-year globally. The largest demand is coming from Mainland China, Hong Kong SAR, and Singapore, with these regions experiencing some of the fastest growth in affluent travelers.

Among Trip.com's top membership tiers, custom tours are one of the fastest-growing product lines, suggesting a shift in demand towards bespoke experiences. To cater to this, Trip.com offers its Black Diamond members access to a dedicated 24/7 relations management team, ensuring deeper personalization and seamless service.

Live entertainment has also emerged as a top reason for people to splurge on trips. According to data from Trip.com Group, 63% of Asia Pacific travelers have already crossed borders for concerts, and 66% are willing to travel abroad for one. Recognizing this demand, Trip.com Group has launched integrated offerings that combine concert tickets, accommodation, transportation, and local attractions into one-stop packages, leading to triple-digit growth in 2025.

Beyond tailored experiences, privacy and wellness are key factors driving luxury retreat bookings. Global searches for "luxury" and "best spas" increased by 170%, reflecting a greater focus on wellness and relaxation. Luxury retreats such as Aman Tokyo and Cheval Blanc Randheli Maldives are among the top-ranked hotels on Trip.com's list of luxury hotels, known for their serene environments and private amenities.

Bookings for Platinum Luxury Hotels on Trip.com rose in the first half of 2026, with interest concentrated in Mainland China and Southeast Asia. For instance, bookings for Platinum Luxury Hotels in the Minamitsuru District in Japan, known for iconic Mount Fuji views, saw a three-digit year-on-year jump. Novotel Shanghai Clover in Shanghai, a popular 5-star property booked by international travelers, costs about USD 126 per night, making Mainland China a sought-after destination for high-end experiences at more affordable prices.

Premium travelers are going further and staying longer, with first and business class flights booked globally in the second half of 2026 showing a strong preference for long-distance destinations. International travelers flying first or business class are expected to spend at least 14 days overseas each trip, with European premium travelers extending their stays to as long as 20 days. Japan stands out as a high-frequency repeat destination, with four of the top 10 most-booked 5-star hotels globally located there.

Millennials and Gen X lead the demand for high-end experiences, with close to half of international travelers who booked 5-star hotels in the second half of 2026 being aged 35-49. A similar trend is observed among first and business class flight bookings. In recent years, demand for senior travel has also grown, with Old Friends Club, an initiative by Trip.com Group catering to users aged 50 and above, seeing a 100% year-on-year increase in gross hotel bookings in the first quarter of 2026.

Trip.com's AI features, such as Trip.Planner, further enhance the customization process by allowing users to tailor their itineraries and recommendations based on their preferences and travel group types.

The premium travel experience today is about more than just opulence; it is about creating impactful and unforgettable moments that go beyond everyday experiences.