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Premiumization in Travel & Tourism (2026)

Publisher GlobalData
Published Jan 15, 2026
Length 43 Pages
SKU # GBDT20850859

Description

Premiumization in Travel & Tourism (2026)

Summary

This report analyzes the key theme of premiumization in the travel and tourism sector. Premiumization is taking on greater importance as travel companies look to build customer loyalty and improve customer experience. This report provides an insight into key trends, challenges, and recommendations, as well as providing concrete case studies to help the reader see examples of personalization in action.

This report takes an in-depth look at the theme of premiumization and the impact it has on the travel and tourism industry. This report analyzes the players impacted by this theme alongside the contributing trends, negative destination trends, unintended opportunities, and trends that have emerged as a result of premium tourism. It then dives deep into an industry analysis, presenting several real-life case studies looking at how destinations and companies have responded to the impact of this theme on their operations. Recommendations are then offered for the travel sector, alongside a description of companies mentioned throughout. This report focus is on premiuimization within the tourism industry.

Scope
  • This report provides an overview of the impact premiumization has on the travel sector and seeks to understand some of the contributory factors.
  • The key trends within this theme are split into three categories: technology trends, macroeconomic trends, and regulatory trends. Several case studies are included to analyze the multiple ways countries and companies have responded to the impact of this theme’s growth and what they are doing to grow with this theme.
Reasons to Buy
  • Understand the impact of premiumization on the tourism industry, using case studies to help you understand how you can adapt and understand this theme.
  • Assess the strategies that companies are adopting to succeed in premiumization.
  • Discover companies that are leading in the space.
  • Analyze real-world trends created by integrating experience economy across the travel & tourism space and throughout the traveler journey.

Table of Contents

43 Pages
Executive Summary
Players
Thematic Briefing
Defining premiumization
First-class service
Experience-driven
Unique
Trends
Technology trends
Macroeconomic trends
Regulatory trends
Industry Analysis
Distribution of wealth
The US continues to dominate in terms of high-net and ultra-high-net-worth individuals
Luxury hotels
The 10 countries with the highest occupancy rates for luxury hotels are from a range of continents
Lodging
Europe has five of the top 10 countries with the highest average daily rates for luxury hotels
Case studies
Primary suppliers
Secondary suppliers
Third-party suppliers
Timeline
Value Chain
Primary suppliers
Secondary suppliers
Third-party suppliers
Companies
Public companies
Private companies
Sector Scorecards
Lodging sector scorecard
Who’s who
Thematic screen
Valuation screen
Risk screen
Glossary
Further Reading
GlobalData reports
Our Thematic Research Methodology
Report Authors
About GlobalData
Contact Us
List of Figures
Figure 1: Who are the leading players in the premiumization theme, and where do they sit in the value chain?
Figure 2: Three main fundamentals underpin premiumization
Figure 3: Top 10 countries for their number of high-net and ultra-high-net-worth individuals (2025, thousands)
Figure 4: The top 10 countries with the highest occupancy rate for luxury hotels, % (2024, 2025)
Figure 5: The top 10 countries for the highest ADR in their respective luxury hotel sub-sectors ($) (2025)
Figure 6: The premiumization story
Figure 7: The premiumization value chain
Figure 8: The premiumization value chain - Primary suppliers
Figure 9: The premiumization value chain - Secondary suppliers
Figure 10: The premiumization value chain - Third-party suppliers
Figure 11: Who does what in the lodging space?
Figure 12: Thematic screen
Figure 13: Valuation screen
Figure 14: Risk screen
Figure 15: Our approach to identifying the companies most likely to succeed in a sector over the next five years

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