AmEx: milestone luxury up

American Express says milestone trips are becoming a bigger driver of luxury travel in 2026, with travelers stretching weddings, reunions and birthdays into longer, experience-heavy vacations. (americanexpress.com) In its 2026 Global Travel Trends Report, American Express found 66% of global respondents plan to take a trip to celebrate someone else’s milestone this year, and 82% plan to add buffer days around the main event. The company published the report on April 8, 2026. (americanexpress.com) Among Millennials and Generation Z travelers who extend those trips, 49% cited more time with family and friends, 46% said they want to experience the destination on their own terms, and 45% said they want to explore someplace new. Birthdays ranked as the top reason for a milestone trip among those younger travelers at 40%. (americanexpress.com) American Express also said 72% of global respondents who extend a milestone trip expect to add at least three to four days, and nearly 42% plan to stay in the same place or nearby rather than move on to a second destination. The report surveyed travelers in the United States, Australia, Canada, India, Japan, Mexico and the United Kingdom. (americanexpress.com 1) (americanexpress.com 2) The shift fits a broader premium-travel market that is leaning harder on higher-spending customers. Deloitte’s 2026 travel outlook said luxury and premium travel are separating further from the rest of the market, while Millennials and Generation Z now dominate United States travel demand. (deloitte.com) American Express’s data also points to a more experiential version of luxury. In the same 2026 report, 79% of Millennials and Generation Z respondents said they are likely to seek local workshops or destination-specific activities, and 76% of global respondents said skills gained on a trip last longer than a material souvenir. (americanexpress.com) Wellness travel is growing alongside that demand for experience. The Global Wellness Institute defines wellness tourism as travel aimed at maintaining or improving personal wellbeing, and it estimates global wellness tourism spending reached $894 billion in 2024. (globalwellnessinstitute.org) That category is distinct from medical tourism, which centers on treatment such as surgery or dental care. The wellness market covers trips built around stress reduction, movement, sleep, spas and other preventive routines travelers want to keep while they are away from home. (globalwellnessinstitute.org) For travel brands, the pattern is straightforward: the celebration is becoming the booking trigger, and the extra days around it are where hotels, tours, dining and recovery-style add-ons can win more spending. American Express said 40% of global respondents plan to spend more on travel in 2026 than they did last year. (americanexpress.com)