Among the latest luxury travel trends revealed at the 38th annual Virtuoso Travel Week is city-maxxing, or destination-maxxing: longer itineraries that combine several destinations, often via private aviation or luxury rail journeys. Some high-value travellers, Virtuoso reports, are even combining cities across diverse regions – including Singapore, London and New York – in a single trip.
Other travel trends also point to the rise of destination-maxxing. For example, 66% of US travellers are prioritising bucket-list or once-in-a-lifetime trips. Beyond the US, 30% of global travellers are booking fewer trips, but the trips they do book are longer or of a higher quality. Both behaviours lend themselves to destination-maxxing.
Virtuoso’s data also shows that younger travellers are particularly keen on city-maxxing itineraries, with private-jet requests from millennials aged 27 to 42 running 6% above the global average.
“City-maxxing fits naturally with how Evoke | Inspire approaches travel,” said James Kareka, vice-president and managing director of trade brands at Evoke | Inspire. “We’ve built our portfolio to support the way people are travelling today, including private-aviation options and point-to-point rail journeys across Europe. It’s less about seeing more and more about experiencing a place in a richer, more authentic way.”
Where are travellers destination-maxxing?
According to Virtuoso, Italy is the standout destination in this trend, with Italian cities – including Rome, Florence and Venice – appearing in 40% of multi-city itineraries, most often combined with destinations in France. Other popular destination-maxxing pairings include France and the UK, as well as Italy and Switzerland.
Beyond country and city pairings, clients can apply the same maxxing strategy to visit multiple properties within a single luxury hotel brand.
One example is the Serras Collection, which enables advisers to curate a multi-stop Spanish itinerary in which clients can discover several destinations in a single journey, including Serras Barcelona, Serras Andorra and Serras Sevilla, opening in September 2026.
“With the opening of Serras Sevilla this September, alongside our properties in Barcelona and Andorra, we are uniquely positioned to help guests discover different facets of the region,” said Ona Matas, chief strategy officer of Serras Collection. “As a locally rooted hospitality brand, we’re able to connect guests with the authentic character of each destination through experiences that extend beyond the traditional itinerary.”
Clients who stay at both The Londoner and The Edwardian Manchester will experience two of England’s iconic cities. Photo Credit: 2026 The Edwardian Manchester
For city-maxxing in the UK, the Edwardian Hotels London collection includes The Londoner in London’s West End – dubbed the world’s first super-boutique hotel – and The Edwardian Manchester, allowing clients to experience two iconic English cities within the same hotel portfolio.
“We’re seeing more travellers look beyond a single-city stay to experience a country more fully,” said Hasnain Alloo, executive vice-president and commercial director at Edwardian Hotels London.
“Staying within the Edwardian Hotels London portfolio offers guests a sense of familiarity and seamless service while allowing them to experience the distinct character of each destination.”
We’re seeing more travellers look beyond a single-city stay to experience a country more fully.– Hasnain Alloo, executive vice-president and commercial director, Edwardian Hotels London
Luxury representation company Calliope Collective also encourages advisers to pair complementary experiences rather than limiting a trip to a single destination.
“It’s not one hotel for a week any more,” said Marie Chawke, director of global sales at Calliope Collective. “It’s a curated journey through three or four, each one a different chapter – and sometimes without ever setting foot in a commercial terminal.”
Private aviation
It is no secret that commercial air travel has become increasingly fraught, so it is no surprise that travellers are turning to private aviation to ensure they spend valuable holiday time on holiday, rather than simply getting to their destinations.
“Private aviation has completely changed the equation for our clients,” Chawke said. “We’re seeing more of them fly directly into the destination, but it doesn’t stop once they’ve landed.”
According to Chawke, Calliope Collective is also arranging private-helicopter transfers between five-star properties in Ireland, including K Club in County Kildare, The Europe Hotel & Resort in County Kerry and Dromoland Castle in County Clare. Meanwhile, chauffeured cars can transport travellers from Palazzina Grassi in Venice to Rosapetra in the Dolomites, then onwards to Interalpen-Hotel Tyrol in Austria.
Private aviation has completely changed the math for our clients.– Marie Chawke, director of global sales, Calliope Collective
Europe is not the only region where travellers are destination-maxxing, notes David Holtz, chief operating officer of Wheels Up. The Caribbean is also well suited to private-aviation transfers between islands.
“Looking ahead to autumn and winter, Wheels Up has seen significant year-on-year growth in travel to the Caribbean,” he said. “We’re seeing travellers look beyond a single destination, increasingly using private aviation to make more of their time in the region by island-hopping and accessing harder-to-reach destinations.”
Belmond’s Eastern & Oriental Express turns the journey between Singapore and Malaysia into an immersive part of a multi-destination escape. Photo Credit: 2026 Belmond
Luxury rail journeys
While many destination-maxxing itineraries incorporate private flights, luxury rail journeys can further optimise a holiday by making the time between destinations part of the experience rather than an intermission.
“For travel advisers looking to embrace the art of destination-maxxing, our trains make the journey part of the destination, combining multiple locations with immersive cultural and local experiences,” said Pascal Deyrolle, area managing director of trains in continental Europe for Belmond.
Many travellers may not know that the iconic Venice Simplon-Orient-Express goes beyond its classic Paris-to-Venice route, offering longer itineraries such as Istanbul to Paris. In the UK, the Royal Scotsman journeys through the Highlands, lochs and countryside, while the Britannic Explorer departs London for journeys through Cornwall, the Lake District and Wales. The Eastern & Oriental Express travels between Singapore and Malaysia, offering a distinctive perspective on South-east Asia.
“Together, these journeys offer clients a way to experience more of a destination without simply travelling through it,” Deyrolle said.
In 2026, Belmond introduced its Villeggiatura by Train series, linking the Venice Simplon-Orient-Express with Belmond hotels. One of the newest additions is a journey to the Amalfi Coast, which combines the signature experience aboard the Venice Simplon-Orient-Express with a visit to Pompeii and a stay at Caruso, a Belmond Hotel, Amalfi Coast.
“Our focus remains on creating more immersive and enriching itineraries, while giving guests the opportunity to experience destinations in a truly distinctive way,” Deyrolle said.
“Whether travelling on one of our iconic trains, cruising on one of our floating villas or staying at a storied property, we always encourage guests to slow down, immerse themselves in their surroundings and appreciate the moments in between.”
By train, private jet, helicopter transfer or chauffeured car, destination-maxxing offers luxury travellers an opportunity to make the most of precious holiday time. Multi-city and even multi-country journeys, coupled with luxury hotel collections and efficient transfers, have the potential to transform trips into unforgettable experiences.
Source: TravelAge West