From food-led escapes to trip of a lifetime hotels: How luxury travel has evolved and ‘doesn’t look one way’

In years gone by, the luxury travel sector was all about opulent hotels and extravagant surroundings. But for today's travellers, the experience is becoming much harder to define. Speaking at the Euronews Travel & Tourism Summit 2026 in Brussels last week, Marie-France Perrel, Head of Business Development, Hotels at Michelin Guide, said luxury hospitality has evolved to bring together a fusion of food, wellness, service, as well as connection to the destination. “Luxury today is completely different than what it was,” she said. “It’s no longer the sort of standards of opulence that we had in mind. It’s no longer about the amount of marble you have in a bathroom or the number of rooms in one property.” Instead, Perrel said travellers are looking for “properties who are giving you a sense of place” and hotels with a special connection to their surroundings.