Luxury travel has always been about privilege, exclusivity, and comfort. But the definition of “ultra-luxury” is changing fast. We’re moving into an era where technology, cultural authenticity, and hyper-personalization blend to create experiences that do more than impress — they transform. Today’s most discerning travellers want privacy, meaning, and connection just as much as they want exclusivity. And increasingly, they expect sustainability, wellness, and seamless digital experiences to be part of the journey.

This shift is set to take centre stage at Arabian Travel Market (ATM) 2026, happening 4–7 May at Dubai World Trade Centre. Under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’, ATM 2026 will explore how individuality and innovation are reshaping the global ultra-luxury travel landscape.

A New Stage for the Ultra-Luxury Segment

One of the standout announcements for ATM 2026 is the debut of the ATM Ultra Luxury Lounge. This will be an exclusive networking environment connecting suppliers and buyers who cater specifically to ultra-high-net-worth travellers. Think private jet charter companies, bespoke tour designers, luxury hospitality groups, and operators specialising in once-in-a-lifetime experiences.

And the timing couldn’t be better. According to Fortune Business Insights, the luxury travel market is expected to grow from $2.7 trillion in 2025 to $4.8 trillion by 2032. Meanwhile, private aviation alone is projected to exceed $943 million by 2029, reflecting the region’s growing appetite for privacy, flexibility, and personalized service.

This is not just about creating “premium upgrades.” It’s about an entirely new class of travel experience—one grounded in exclusivity, authenticity, and highly curated discovery.

The Middle East Is Becoming a Global Ultra-Luxury Powerhouse

The region is already positioning itself as a heavyweight in the category. Mega-projects such as:

• Saudi Arabia’s Red Sea developments
• Cheval Blanc on Naïa Island in Dubai
• Bvlgari Resort & Mansions on a private island in Abu Dhabi

…are signalling that ultra-luxury hospitality in the Middle East is not only expanding—it’s redefining the standard.

And it’s not just inbound tourism. Travellers from the Middle East spend 50% more per trip than the global average, according to Tourism Economics. Outbound luxury travel from the region is growing twice as fast as the global pace. That means the Middle East is now both a destination and a major source market for ultra-luxury travel.

The New Luxury Values: Purpose, Wellness, Personal Transformation

One of the most significant themes emerging from reports such as Experium’s Top 10 Luxury Travel Trends Transforming the Middle East in 2025 is that modern luxury is no longer only about opulence.

Today’s luxury travellers are searching for:

• Purpose-driven journeys
• Cultural immersion with integrity
• Wellbeing and restoration
• Tech-enabled seamlessness and privacy
• Environmental and community consciousness

As Danielle Curtis, Exhibition Director ME for ATM, puts it:

“Luxury travel is no longer defined by opulence alone, but by purpose, connection, and transformation.”

Conclusion: Ultra-Luxury Is Becoming the Testbed for the Future of Travel

What we’re seeing in ultra-luxury today often sets the tone for broader travel trends tomorrow. Just as brands like Aman, Six Senses, and Four Seasons pioneered wellness-centric and experience-based luxury in previous decades, the next wave of innovation is being shaped by smart personalization, sustainability, privacy tech, and meaningful cultural design.

ATM 2026 is positioning itself as the platform where these emerging ideas will be negotiated, tested, and showcased — not just by the industry’s most prestigious brands, but also by the innovators shaping what luxury will mean in 2040.

Dubai’s growing role as a global travel innovation hub makes it the right stage for this moment. And with new spaces like the Ultra Luxury Lounge and the Tech & Innovation Hub at ATM Travel Tech, the industry now has a space to confront a key question:

If luxury is no longer just about what is exclusive, but about what is meaningful, what does the next era of global travel look like?

ATM 2026 might just provide the clearest answer yet.