LEBANON, N.H.—According to new findings Global Rescue 2026 Winter Traveler Sentiment and Safety Surveyluxury and adventure travel are growing in popularity, and travelers are redefining what these experiences mean today. Survey data shows how travelers themselves define luxury and adventure travel, and what they believe can meaningfully improve business travel in the context of a rapidly evolving global travel landscape.
Luxury travel is one of the fastest-growing segments of the travel industry, driven by consumers prioritizing personalized, experiential journeys over traditional displays of luxury. This shift is clearly reflected in the survey data. Nearly 40% of respondents defined luxury travel as upgrading all aspects of the journey, making it the most common explanation. About 20% of respondents said luxury means traveling less frequently but with exceptional experiences, reinforcing a thoughtful, quality-first approach to travel.
Privacy and discretion came in second, cited by about 14%, while about 10% associated luxury with replacing sightseeing with exclusive visits or integrating wellness without sacrificing indulgence. The findings are in line with wider industry trends towards deeper, more meaningful experiences, as well as growing interest in premium rail, private aviation and carefully curated itineraries.
“Luxury travel is no longer about excess for the sake of luxury,” said Dan Richards, CEO of Global Assistance and a member of the U.S. Department of Commerce's Travel and Tourism Advisory Council. “Today's luxury travelers expect seamless execution, personalization and confidence, with every detail considered from transportation to medical and security support.”
Adventure travel is also on the rise as demand stabilizes at pre-2020 levels, revenue growth is strong and the market continues to expand. About 35% of respondents said adventure travel means traveling to truly remote places, making it the main definition overall. About 17% defined adventure as challenging one's physical or mental limits, while about 16% associated adventure with upgrading to semi-independent adventure travel.
Men were more likely than women to define adventure as being in faraway places, while women more often associated adventure with personal challenges. Travelers outside the United States (24%) are more likely to define adventure as pushing personal limits, compared with about 16% of U.S. respondents. U.S. tourists place greater emphasis on remote destinations supported by specialized infrastructure.
“Modern adventure travelers want meaningful challenges and access to extraordinary places, not unnecessary risks,” Richards said. “They are choosing capability, preparedness and contingency over bravado.”
business trip
Business travel remains in a state of transition but is trending upward overall, with nominal spending exceeding pre-pandemic levels. Nearly 30% of respondents said combining business travel with personal time would be the most meaningful improvement, highlighting the continued growth of bleisure travel. About one in five respondents (20%) want to optimize business travel to increase productivity and efficiency. A majority (33%) say business travel needs no change, suggesting widespread acceptance of current practices or travel fatigue after years of disruption.
“Business travel is still recovering, but it’s also evolving,” Richards said. “Travelers want travel to be purposeful, efficient and flexible, and to add personal value where appropriate. The focus is on intent, not quantity.”
Overall, the survey results show that across luxury, adventure and business travel, travelers prioritize optimization, reliability and meaningful experiences.
