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Feb
Elevating the Escape: Why Premiumization is the Defining Travel Trend of 2026
Elevating the Escape: Why Premiumization is the Defining Travel Trend of 2026 For decades, the travel industry was a game of volume. Success was measured in “heads on beds” and “butts in seats.” But as we move through 2026, the script has flipped. The industry is no longer just selling a destination; it is selling a feeling, a status, and a frictionless experience. This shift is known as Premiumization, and it is fundamentally altering how we explore the world. A recent deep dive by The Edvocate, building on research from market leaders, suggests that premiumization...