WTM London 2026: Travellers Crave Luxury Experiences in Record Numbers
London, UK — The world’s leading travel trade event, World Travel Market (WTM) London 2026, opened its doors on November 3 with a powerful message for the global tourism industry: travellers are not giving up on their holiday dreams—they’re becoming more selective about how they spend.
Headline findings from the WTM Global Travel Report 2026, produced in partnership with Tourism Economics, revealed that 60% of surveyed travellers want luxury holidays centred on curated experiences.
Opening-day discussions explored shifting consumer spending, the growth of accessible tourism, and the rapid integration of AI-powered services into the travel-booking journey.
Sean Morgan, Head of Travel Industry Research at Tourism Economics, presented the luxury travel findings live from the International Media Centre. The press conference was also streamed to all four of the event’s main stages, reflecting strong industry interest.
Other speakers included representatives from Skift Advisory, Visit Philadelphia, the Spanish Tourist Office, and easyJet Holidays.
The Spanish Tourist Office launched a hotel advice guide and a series of accessibility-focused social media ads as part of its Spain for All strategy. WTM also dedicated an entire hub to the growing experiential travel segment of the visitor economy.
The overarching message was one of resilience: despite global cost-of-living pressures, leisure travel remains a top consumer priority. Travellers are adapting by spending selectively on the experiences that matter most to them.
Source: eTurboNews — WTM London 2026 Opens With a Reality Check