THE RISE OF LUX-SCAPING: HOW TRAVELERS ARE REIMAGINING LUXURY FOR 2026

As we move into January 2026, a sophisticated new booking behavior has taken the global travel industry by storm: Lux-scaping. This trend, identified by major hospitality leaders like Marriott International, involves travelers strategically booking a high-end luxury resort or premium experience specifically for a targeted portion—typically the very beginning or the absolute end—of an otherwise standard trip.

By “landscaping” their itinerary with bursts of opulence, travelers are finding ways to maximize their perceived value and emotional impact without the price tag of a week-long five-star stay.

1. The Psychology of “Perceived Value”

Lux-scaping is driven by a shift in consumer psychology where “smart luxury” replaces traditional extravagance.

• The “Peak-End” Rule: Travelers are leveraging the psychological principle that people judge an experience largely based on how they felt at its peak and its end. By capping a mid-range family holiday with two nights at a world-class spa resort, the entire trip is remembered as a luxury experience.
• Mindset Transition: Data from the 2026 Ticket to Travel report suggests that 54% of travelers use a luxury start to “reset” and instantly enter a holiday mindset, while 45% prefer a luxury finish to ensure they return home feeling genuinely refreshed rather than exhausted from travel logistics.

2. Regional Leaders: The UAE and KSA Surge

While a global phenomenon, Lux-scaping is most prevalent in the GCC region.

• High Adoption Rates: Recent research shows that over 80% of travelers from the UAE and Saudi Arabia have already embraced Lux-scaping. This is significantly higher than the EMEA average of 59%, highlighting a regional appetite for high-touch hospitality.
• The “Experience Gap”: For younger travelers in the Gulf, Lux-scaping provides access to “trophy assets”—iconic hotels in Riyadh, Dubai, or the Red Sea—that might otherwise be outside their total trip budget, allowing for premium content creation and personal “passion pursuits.”

3. The Role of AI in “Smart Luxury”

The maturation of Generative AI has made Lux-scaping easier to execute than ever before.

• Algorithmic Itineraries: AI travel planners are now optimized to “slot” one-night luxury upgrades into broader itineraries. In the UAE and KSA, nearly 70% of travelers now trust AI to find these high-value pockets of luxury that fit their specific budget constraints.
• Frictionless Transitions: AI tools are being used to manage the logistics of moving from a budget-friendly boutique or “Passion Pursuit” rental to a five-star flagship, ensuring the transition enhances rather than complicates the journey.

4. Sustainability and Intentionality

Lux-scaping also aligns with the 2026 focus on Conscious Travel.

• Quality Over Quantity: Rather than staying in a mediocre hotel for seven days, travelers are opting for four days of eco-conscious mid-range stays followed by three days of “Regenerative Luxury.”
• Impactful Spending: By concentrating their budget into a shorter, high-impact stay, travelers can afford properties that offer genuine sustainability credentials, such as zero-waste catering or carbon-offsetting programs, which are often priced at a premium.

Lux-scaping Strategy Snapshot 2026