We're now over halfway through 2026, and the year so far has brought new insights into how clients of ALS Private are travelling, and hoping to travel, in the seasons ahead.
Adventure: No Longer a Compromise on Luxury
Some itineraries leave you yearning to go on the very trip you have organised and for us, those centred on adventure are often the ones that do this best at ALS Private. We have seen an increase in clients no longer looking for classic ski trips or beach holidays. This summer, ranches in Wyoming have replaced the beaches of St Tropez, and clients are choosing to experience the Lofoten Islands by explorer yacht over weeks spent cruising the Mediterranean.
Each day combines adrenaline and relaxation seamlessly; these new experiences are energy-giving, offering fresh perspectives on travel. The assumption that adventure isn't conducive to an ultra-luxe experience is outdated. We show how both can be incorporated into a single itinerary. A sunrise hike in the mountains can end in an alpine meadow, where an elevated picnic awaits, the backdrop awe-inspiring and the setting anything but basic.
AI & Travel: How It Has Impacted Us
It is harder than ever to ignore the impact AI is having, and will continue to have, on the travel industry. In a short space of time, it has already had a huge influence on the way we work and how our clients operate. Like many others, we have seen the articles and opinion pieces suggesting the human role in planning holidays will lessen in the coming years; naturally, this triggers some concern for the future of our industry.
However, from our perspective and our clients' perspective, whilst AI assists with certain tasks and streamlines some workflows, what it cannot offer is the access built through relationships, the understanding created through personal experience, and the conversations had with clients. A March 2026 Cornell University study on AI use across traveller spending segments found that "Premium and Luxury travelers tend to use AI to quickly evaluate options", rather than to curate an entire experience. As more research takes place and is published, we think it will become clear that AI will develop into a tool to assist decision-making in the luxury market, but never replace the access that years of combined experience can bring to a trip.
Intentional Travel: Sustainability As Standard
2026 has seen the hottest recorded temperatures across Europe, with parts of France, Spain and Italy hitting over 40°C on numerous occasions. Europe is warming at roughly twice the global average rate, and this year's heat has come with devastating wildfires that have impacted thousands of people, businesses and tourism-dependent sectors. As we have all watched this unfold, it has led to discussions on how to travel more intentionally and with purpose.
Our clients want to know the impact of their trips, and how, through their experiences, they can help mitigate that impact. These conversations are engaging, and our clients' curiosity pushes us to think outside the box and really understand how we can incorporate sustainability into our clients' itineraries. This can, of course, be through financial support, but also through engaging with local communities, or choosing to travel slowly, taking trains and allowing the journey to become part of the trip. We expect this to remain centre stage as the desire to see the world, but to do so sustainably, becomes the norm.
What Hasn't Changed
In a world where change, trends and virality are paramount, some things don't need to change. Looking ahead, clients are excitedly planning their winter travel: New Year's Eve in St Barths, followed by January on the slopes, then Scotland come spring. The loyalty and routine in certain travel patterns confirm that some formulas are best left untouched, simply because they still work.
Connect with hello@alsprivate.com to speak with the team.
