The luxury travel landscape is evolving rapidly. Today, more travelers are looking for personalized experiences, whether that means a private chef creating a bespoke dining experience or a yacht charter service to explore hidden coves and remote beaches.
Now worth over $1.48 trillion, the global luxury travel market is set to continue to grow, and is projected to reach $2.36 trillion by 2030. Europe continues to lead with a 38% market share, and destinations like Mykonos and the Greek Islands are leading the way.
Here at Kinglike Concierge, we have identified the key trends shaping luxury travel in 2026, based on a combination of our internal booking data, expert insights from our founder Thanasis Mougios, and extensive industry research.
- The rise of short villa breaks
- Shifting booking patterns
- August overtakes July as the peak month to travel
- Exclusive culinary experiences
- Yachts and private boats a highlight of the villa experience
- The rise of private transportation
Booking analysis of stay durations from 2021 to 2025 highlights a new trend. While 7-night and 10–14-night villa stays remain popular, with some travelers enjoying even longer stays of a month or more, there is a noticeable increase in shorter breaks.
A recent Deloitte study confirmed that travelers are taking more, shorter trips each year, seeking to experience a variety of destinations without committing to extended time away. Supporting this research, Reuters has reported that Greece experienced a 9.6% decrease in the average length of stay per visitor in 2024 compared to the previous year. This indicates a shift towards shorter, more frequent trips for vacationers to look forward to throughout the year, which is growing across luxury villa breaks too.
This trend also reflects the growing culture of island hopping across the Cyclades, where travelers often spend just a couple of days on one island before exploring another.
Founder of Kinglike Concierge, Thanasis Mougios, notes: “Guests love coming for long weekends for entertainment – beach clubs, fine dining, and the vibrant atmosphere of the Greek islands. Many choose a long weekend rather than a full week, often combining it with island hopping. They’ll spend three or four days in Mykonos before heading to Paros or Antiparos, making the most of their time through island hopping and experiencing the best each place has to offer.”
Since Covid-19, travelers have been booking closer to their stay, resulting in shorter lead times compared to the pre-pandemic era, and this trend appears as though it’s here to stay. Data from 2021–2025 shows booking patterns gradually stabilizing, reflecting a shift toward last-minute planning. While some still plan well in advance, most travelers now prefer to book villas closer to their trip.
Thanasis goes on to explain: “Before Covid, travelers from the US and Australia typically booked way in advance, with many villa requests coming in January. During Covid, however, many lost their deposits, so travelers are now more cautious about non-refundable payments. While some still plan a year ahead, most wait until closer to their trip.”
Research from Skift supports this trend, noting that travelers are adopting a more cautious approach, often delaying bookings to avoid potential losses due to unforeseen cancellations.
At the same time, an increase in villa availability has also encouraged last-minute bookings.
Thanasis adds: “These days, many book in March or April rather than at the very start of the year, and some even wait until June – a very busy month for last-minute bookings in recent years. With so many villas now available, particularly across destinations like Mykonos, guests feel confident they can find exactly what they want without rushing, knowing that last-minute bookings are no longer a problem.”
In fact, in the first half of 2024 alone, approximately 20,000 new short-term rental accommodations were added each month in Greece. And by 2025, the number of beds in short-term rentals in Greece reached 1.06 million, overtaking the 895,000 beds in traditional hotels.
Looking ahead, this increase in villa availability across Greece will likely further reinforce the trend towards last-minute bookings. As the market continues to expand, so will confidence in booking closer to the date of travel with travelers feeling more at ease knowing there’s still plenty of choice when it comes to finding their ideal property.
Our booking data shows a clear pattern in peak travel months over recent years. Despite being one of the busiest and priciest months to travel, August is now the most popular month, overtaking July.
Reports suggest U.S. travellers in particular are willing to pay more for reliable weather and fully operational services. In Greece, August offers a vibrant atmosphere, with beach clubs and cultural events operating at full capacity. The weather is ideal too, with warm seas and steady breezes creating perfect conditions for activities such as swimming and sailing. Not only that, for families, booking around school holidays is likely to play a part, with reports showing that 85% of families prioritize planning vacations around school breaks.
On the topic of Island weather, Thanasis adds: “Global warming has made the Mediterranean mainland significantly hotter, with temperatures rising faster than the global average, along with more frequent and intense heatwaves. People now prefer the Greek islands for their more stable climate, with temperatures around 20–25°C. Paros and Antiparos peak in August for family vacations, while Mykonos still peaks in July.”
The in-villa chef service remains the most sought-after service, with our internal data showing that chef services have consistently topped guest requests over the past three years, which is more than any other luxury service offered.
Thanasis explains: “Guests often don’t want to cook on holiday. Sometimes they’ll hire a chef just for breakfast, and other times for full private dining throughout their stay.”
Dimitris Prammatias, CEO and Head Chef at IAM-YOURCHEF, a luxury private chef and catering service in Greece adds: “More and more travelers today are seeking something deeper than fine dining; they want to connect with the essence of a place through its food. Sharing a meal prepared by a private chef in the intimacy of their villa allows them to experience the warmth of Greek culture and the authenticity of a family gathering.”
The family-style way of dining is what our guests love most, and it’s often what they ask for from the very beginning. It’s the way we Greeks have always eaten: with shared dishes at the center (meze-style/local recipes), laughter, conversation, and genuine connection. This style of dining naturally brings people closer and perfectly captures the true spirit of Greek hospitality.”
A recent industry report highlights that the global in-villa chef service market reached $1.84 billion in 2024, and is projected to reach $4.46 billion by 2033. This trend is driven by the ‘ability to customize menus, accommodate dietary restrictions, and provide unique gastronomic adventures’ which has become a premium alternative to dining out.
Dimitris adds “ Many guests trust us completely with their menus, asking only for fresh, local ingredients, which is something we deeply value, as we only collaborate closely with local producers and fishermen across the islands. Mostly, the guests request Mediterranean cuisine, which is the type of cuisine we specialize in.”
High-profile collaborations between celebrity chefs and luxury villa brands are also further driving this trend, while digital platforms now make it easier than ever for guests to connect with top culinary talent worldwide.
Yacht charters continue to define the ultimate luxury experience, with our data highlighting that yacht trips are consistently among the most requested luxury services.
Thanasis explains: “For many guests, a yacht day is the highlight of their vacation – sailing between islands, enjoying fine food and drinks, and spending quality time together. Luxury yachts today come equipped with private crews, chefs, and concierge teams, ensuring the same service expected in a villa, with the added magic of exploring secluded coves.”
The global yacht charter market was valued at $9.1 billion in 2024 and is projected to reach $16.8 billion by 2033. Europe dominates the sector, accounting for over 44% of the global market, with the Mediterranean, particularly Greece, Italy, and Croatia, standing out.
Our data also shows that private transport, while less frequently booked than chefs or yachts, is another key component of the luxury experience. Private transport services are becoming increasingly popular among high end travelers, offering flexibility, reliability, and comfort, especially on islands where public transport is limited.
In fact, over 58% of high-net-worth travelers now prefer private transport, highlighting the strong demand for seamless travel experiences.
Thanasis adds: “Public transport isn’t great on the Greek islands – there’s very few buses or taxis. Guests often hire mini-vans or private drivers, coordinated via WhatsApp. Some even have a vehicle at disposal all day, waiting for them. This level of private transport provides flexibility, comfort, and peace of mind.”
Our report highlights that the 2026 luxury travel landscape is going to be shaped by experiences that are personal and seamless – from private chefs creating bespoke menus to yacht excursions exploring hidden coves. Not only that, travelers are increasingly valuing flexibility and authenticity. This shift is particularly noticeable in destinations like Mykonos, where short villa breaks and island hopping allows travelers to experience the best each place has to offer, whilst at the same time is tailored to their individual needs.
At Kinglike Concierge, we continue to define Mediterranean luxury with our carefully selected Mykonos villas. With over a decade of experience, we specialize in curating exclusive, handpicked villas and bespoke travel experiences that redefine luxury.