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The Nordic spa garden at Grantley Hall's Three Graces Spa
According to a key finding from the 2026 Luxury Travel Trends Report, historic or cultural experiences are the top booking priority for three quarters (75 per cent) of affluent travellers.
A statement from Juneja notes that the most significant shift is not in travel destinations, but in "how and why they travel." Juneja adds that "Heritage has emerged as the most compelling driver of luxury travel, ahead even of food and wellness." This is because heritage travel "offers a grounding in place and meaning."
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