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As 2026 begins, travel demand is already showing clear patterns. Clients are booking earlier, choosing smarter stays, and prioritising hotels that enhance the overall journey, whether through location, wellness, or refined city luxury.
This year is all about balance: iconic cities paired with calm neighbourhoods, wellness without isolation, and luxury that feels effortless rather than overdone. Here’s a look at destinations and hotels performing strongly as 2026 gets underway, and why they’re resonating with travellers now.
Iconic city stays lead 2026 demand
City travel is firmly back, with clients gravitating toward landmark curated hotels that offer space, service and a sense of occasion.
5* The Peninsula London – United Kingdom
One of London’s most sought-after luxury addresses, The Peninsula delivers refined elegance near Hyde Park and Buckingham Palace. Spacious rooms, discreet service and a peaceful setting make it ideal for premium city breaks and multi-city European itineraries.
5* Hôtel de Crillon – Paris, France
A timeless Parisian icon overlooking Place de la Concorde. Known for its restored interiors, refined dining and serene spa, Hotel de Crillon suits travellers seeking culture-rich stays with five-star comfort in the heart of the city.
Wellness-focused travel shapes 2026
Wellness continues to influence booking decisions, not just spa holidays, but hotels that offer calm, space and the ability to slow down.
5* Jumeirah Lowndes – London, UK
Tucked into elegant Belgravia, this boutique hotel provides a quieter London stay with access to Jumeirah Carlton Tower’s premium wellness facilities. Ideal for travellers who want city access with a restorative edge.
5* Sareeraya Villas & Suites – Koh Samui, Thailand
A boutique beachfront retreat offering private jacuzzi suites, traditional Thai spa therapies and a relaxed island pace. Popular with couples and honeymooners seeking beachside calm and understated luxury.
4* Ajax Hotel – Limassol, Cyprus
A comfortable wellness-friendly option with indoor and outdoor pools, sauna and steam room. Well suited to travellers looking for Mediterranean sunshine, gentle relaxation and flexible stays.
Culture-rich cities with strong value
Cities offering history, food and character, paired with reliable hotel brands, are performing well as clients seek depth alongside comfort.
5* DoubleTree by Hilton Hotel Istanbul – Piyalepaşa, Turkey
A modern base with easy access to Istanbul’s cultural districts. Spacious rooms, contemporary design and trusted Hilton service make it a strong choice for city explorers and short stopovers.
City icons with a softer luxury feel
Urban travel is thriving again, but clients are favouring hotels that offer space, privacy and refined comfort away from the busiest areas.
5* Raffles London at The OWO – United Kingdom
A landmark luxury hotel housed in the historic Old War Office, Raffles London blends heritage with modern refinement. Spacious rooms, world-class dining and a destination spa make it ideal for premium city stays and special-occasion travel in 2026.
5* Le Meurice – Paris, France
Facing the Tuileries Garden, Le Meurice combines classic Parisian elegance with contemporary luxury. Renowned dining, indulgent suites and a calm, central location make it a strong choice for culture-focused travellers seeking five-star comfort.
Why these stays are trending in 2026
- Prime locations with calm surroundings
- Wellness elements that support slower travel
- Recognisable brands and iconic properties
- Suitable for multi-city and longer itineraries
- Strong appeal for couples, premium and repeat travellers
Tips for travel agents in 2026
- • Position these hotels as part of experience-led itineraries, not just accommodation
- Highlight location, atmosphere and ease, especially for city stays
- Wellness and luxury options convert well for honeymoons and milestone trips
- Encourage early bookings, availability tightens quickly for peak travel
- Use Stuba’s curated collections to match hotels to client intent faster
