Over the last year, up to two-thirds (66%) of us have been away or made plans to travel, according to a recent travel survey by YouGov. And what’s more, our insights show that we’re also spending more money on our holidays than we were a year or two ago. While it’s expected for the cost of travel to rise over time, more than ever, travellers are opting for quality holidays rather than budget getaways.
Holidays are kindling for making memories, and investing in meaningful travel experiences is becoming increasingly important for many of us. But out of those who are taking time out to see the world, recent YouGov data shows that it’s older Britons with twice the average median income who travel more than younger folks with similar affluence.
More than one in six travellers over the age of 60 (17%) go on holiday five or more times a year, as opposed to just one in 10 (10%) wealthy people under 60. And as travellers in their golden years embrace more free time to go abroad, we’re seeing more interest in personalised trips and exclusive escapes.
Read on as we explore exactly where we’re all travelling to, uncovering the top emerging luxury travel trends for holidaymakers visiting Italy in 2026. Find out which Brits are keen to make a getaway abroad, the Italian holidays that travellers are loving most, as well as the most popular destinations for different holiday types.
Here at Citalia, we’ve analysed our travel insights to see how travel trends are shifting – exploring which places are gaining popularity, and how much travellers are investing in creating memorable escapes.
Our data shows that almost two out of five (37.4%) holiday bookings were above the average spend over the last year, with travellers spending an average of £5,243 on holidays. But which city has the biggest travel itch in the UK?
The rise in interest for luxury travel has taken root across the country, but Swindon takes the top spot with a staggering 568.86% increase year on year.
Norwich follows closely behind with a yearly increase of 40.96%, while Birmingham and Wolverhampton have shown a boost in interest by 35.84% and 32.83% respectively.
Interest in luxury getaways has risen sharply in Milton Keynes and Newcastle upon Tyne, by 25.85% and 22.22% respectively. In contrast, Edinburgh has seen almost no change, with desire increasing by 1.1% year on year.
From slow travel with your amore, to multi-destination adventures, discover how today’s travellers want to experience Italy and where they’re booking. Explore some of our fastest-growing luxury travel trends for the year ahead below.
Italy’s lakes are shimmering again. If a luxury holiday to Italy’s finest lakeside retreats is calling your name, you’re not alone. Luxury holiday bookings to Lake Garda rose by 42.5%, while trips to Lake Maggiore and Lake Como rose by 18.9% and 17.1% respectively.
Reel in the panoramic views of aged vineyards and rugged mountains that crest the rippling azure water. Timeless lake retreats are proving irresistible to travellers looking for romance, relaxation, and refined Italian charm.
From fair Verona to the romantic canals of Venice, couples dominate bookings for luxury Italian breaks – making up four in five bookings (84%) – and they’re staying longer, too.
According to our insights, high-spend travellers tend to book 26 days earlier, preferring trips over five nights long over shorter getaways. Meanwhile, our trends show that the most indulgent spenders, who spend £8,500 on average, always opt for extended escapes.
When it comes to whisking your sweetheart away to one of the most romantic places in the world, we’ve found that luxury travel is less about ticking boxes and more about lingering in style.
Italy’s coastlines are having their moment. Whether you’re drawn in by the stunning cuisine, glamourous boat tours, or the postcard-perfect hillsides dotted with pastel buildings, bookings to the Amalfi Coast have surged by 54.8% over the last year.
Likewise, many of Italy’s glistening coastal cities are breaking out of bucket lists and into photo albums. Interest in luxury holidays to Sorrento grew by 78.5% in the last year.
Meanwhile, bookings at luxury resorts in Cefalù, Sicily, rose by 58.3%, as did visits to Taormina (41.6%) – known for its ancient Greek theatre with views of the sea. This proves that travellers are seeking glamour with a view – and they’re willing to spend more to get it.
Opera is back in the spotlight. Trips to the Verona Opera Festival and Puccini Opera Festival topped the most-booked tours in 2026, followed closely by small-group cultural tours in Puglia. Travellers aren’t just looking for five-star stays — they want five-star stories to tell when they return home.
Arrive for the event and stay for the adventure. Once in Verona, it’s easy to take a train to Venice, Lake Gardan, or the local trattorias of Bologna – all less than 90 minutes away.
Forget one-and-done holidays. Travellers are curating journeys that span multiple destinations. Be it by rail or coach, Italian road trips to have risen by 82.7% year on year.
With television shows like BBC’s Race Across the World and Destination X, and Channel 4’s Worlds Apart taking the nation by storm, it’s no wonder travellers are feeling inspired to widen their holiday horizons. Pairing Rome with Sorrento, or Sicily with Puglia, is becoming the new luxury standard.
Our multi-centre holidays can take you from the likes of Naples to the Amalfi Coast, catching a slice at authentic pizzerias, and making time for relaxing beach reads along the way. Or if you count yourself as a foodie, our multi-destination tour of the gastronomic highlights of Emilia Romagna lets you explore the famous foodie regions of Palma, Modena and Bologna.
Why settle for standard? This is what many travellers are thinking these days. Our insights reveal that more than half of travellers (55%) booked upgraded rooms for their getaways in the last year. Meanwhile, up to 10% selected suites or junior suites to make the most of their time away.
When it comes to sightseeing, personalised experiences remain popular, with almost one in 10 travellers adding a private excursion or experience to their booking. Whether it’s a hilltop hotel in Tuscany or a luxury resort in Sicily, Italy offers no shortage of curated small and boutique hotels to choose from. Tailored experiences and accommodation aren’t just an option anymore, they’re an expectation.
Likewise, our latest data reveals that holidaymakers are looking for more exciting places to rest and relax when they go abroad. People have seen charming beachside hotels and city-centre boutiques before, and they’re looking for luxury villas with character while they’re in Italy.
Nowhere proves this more than the Aquatio Cave Luxury Hotel and Spa in Matera with its immersive wellness centre and romantic hotel suites, carved into the ancient stone. The five-star hotel saw a 107.2% increase in bookings year on year, showing that travellers are looking for unique accommodation experiences that come second to none.
No longer reserved for younger travellers, interrailing is now for the young at heart. Our findings show that more travellers are catching on to the advantages of exploring Italy by rail, with Italian interrailing seeing a 16% increase in interest year on year.
Scenic and efficient, rail tours open the door to so many destinations, allowing you to embrace the journey as its own excursion as you get around the country.
Travelling in style is always an option, with luxury experiences like the Venice Simplon-Orient-Express transporting you back to 1920s splendour. Journey from Paris to Verona, Florence, Venice and Rome in an elegant twin cabin or suite, passing through the countryside at your leisure.
Whether it’s an exciting means to get to your next destination, or a luxury experience in itself, travelling by rail is one of the best ways to squeeze more out of your luxury break.
Rich with centuries of history and romance, the capital city of Rome has always had a healthy market for tourism. Since the death of Pope Francis in April 2025, Rome and Vatican City has naturally seen a rise in visitors as people come to pay their respects.
Likewise, interest in visiting the Vatican Museums and the Sistine Chapel is on the rise, with trips to Rome increasing by 46.3% since the late Pope passed away.
Discover more cultural and architectural gems in Rome with our ultimate Rome travel guide, highlighting some of our favourite things to see, unmissable dishes to eat, and the best hotels selected by our experts.
Closing out our top luxury travel trends for 2026, we’ve narrowed down the leading holiday hotspots in Italy as we look at the most popular breaks by destination:
Wherever your next journey takes you, our insights make it clear that the demand for luxury getaways enriched by multi-destination itineraries and unique experiences is on the rise. Travellers crave tailored journeys that prioritise comfort and indulgence, and they’re willing to spend more to enjoy the privilege.
Our Head of Product Heather states: “Looking to 2026, we expect travellers to seek experiences that go beyond the ordinary, connecting with inspiring destinations on journeys that matter. Personalised, authentic travel will be the defining trend.”
Get to know the real Italy and start planning your dream escape with our escorted tours and luxury holidays. Our tailored multi-centre holidays introduce you to Italy’s most iconic destinations, seamlessly combining city breaks with lakeside retreats in one unforgettable journey. We can also help you plan a bespoke itinerary with a little help from our Italy Experts.
We have been helping our customers discover the real Italy for 95 years now. Our experience and expertise, together with our attention to detail and personal touch, really does make us the leading Italian holiday specialist. Read guests reviews...
