High-end travel is booming like never before, stated Trip.com’s latest data, which shows a 99 per cent year-on-year (YoY) jump in global searches for first and business class flights in the first half of 2026 as well as a 57 per cent YoY increase in five-star hotel searches.
Travellers are increasingly looking for memorable experiences that are fully catered to their needs and preferences. Custom tours on Trip.com, where users are able to chat with a travel expert and book a tour fully tailored to their requests, have seen bookings surged by over 600 per cent YoY globally. The largest demand is coming from China, Hong Kong and Singapore – markets with some of the fastest growth in affluent travellers in the region.
Among Trip.com’s top two highest membership reward tiers, known as Black Diamond and Diamond+ members, custom tours are also one of the fastest-growing product lines, suggesting a shift in demand towards customised itineraries and bespoke experiences as travellers spend more on their trips. Recognising this need, the travel company offers Black Diamond members access to a dedicated 24/7 relations management team, allowing deeper personalisation and seamless service that caters to their preferences.
Beyond tailored experiences, live entertainment has emerged as a top reason for people to splurge on trips, as travellers seek unforgettable moments. Sixty-three per cent of Asia-Pacific travellers have already crossed borders for concerts, and 66 per cent are willing to go abroad for one, finds the same study. Identifying this demand, Trip.com Group has launched integrated offerings that combine concert tickets, accommodation, transportation and local attractions into one-stop packages, and this resulted in triple-digit growth in 2025.
For many high-end travellers, wellness and privacy are essential on any trip. Worldwide searches for “luxury” and “best spas” went up by 170 per cent, reflecting an increased focus on wellness and relaxation as travellers seek premium experiences.
Meanwhile, global bookings for “Platinum Luxury Hotels” on Trip.com rose in the first half of this year, with interest concentrating on hotels in China and South-east Asia, and reflecting a growing preference for high-quality stays in this region.
In particular, China has emerged as a popular destination for premium stays at comparatively lower prices. Travellers from Singapore, South Korea and Hong Kong have picked up on this trend, forming the largest overseas source markets for quality stays in China.
Trip.com’s study finds that most premium travellers are not constrained by seasonality or budget, making them frequent travellers whether for work or for leisure. Black Diamond members make almost 20 times the number of bookings compared to the average member, suggesting that many high-end travellers are frequent travellers all year round.
This segment of travellers are also choosing longer-distance destinations and extending their stays. International travellers flying first or business class are expected to spend at least 14 days overseas each trip, close to 40 per cent more than the average traveller. This stretches to as long as 20 days when it comes to European premium travellers, based on the study.
In addition, more than four in 10 of first and business class flights booked globally in the second half of this year are long-haul flights, indicating a strong preference for long-distance destinations when it comes to high-end travellers. Japan is a destination that premium travellers frequent, with four out of the top 10 most-booked five-star hotels globally located there, while the Tokyo-Sapporo route is the top-selling first class flight route. Similarly, booking patterns among Black Diamond and Diamond+ members reflect a preference for long-haul destinations.
Premium travellers today comprise largely of the Millennials and Gen X, signalling a higher-placed value on elevated, comfortable and bespoke travel experiences among these age groups. Close to one in two international travellers who booked 5-star hotels in the second half of this year are aged 35 to 49 years old, who also form the largest majority of first and business class flight bookings, based on Trip.com’s data.
A similar trend is observed across various regions, and also among the higher tiers of Trip members, suggesting that Millennials and Gen X worldwide are eager to spend on quality experiences when they travel.
In recent years, demand for senior travel has also grown. With spending power three times that of younger travellers, many affluent and active seniors are increasingly looking to explore and spend on quality travel. Gross hotel bookings for Old Friends Club, an initiative launched by Trip.com Group to cater exclusive products for users aged 50 and above, increased by over 100 per cent YoY in the first quarter of this year.
