Private flight operator LunaJets recorded a 30 percent increase in bookings from Spanish luxury travelers during the first half of summer 2026 compared to the same period in 2025.
The figure confirms growing demand for premium summer travel alongside an evolution in how clients choose to travel. Beyond selecting an exclusive location, high net worth travelers are seeking privacy, natural surroundings, and experiences that connect directly with the identity of each destination.
LunaJets is a European private jet charter broker founded in 2007 and headquartered in Geneva, Switzerland. The firm manages executive jet flights across international routes for business and leisure clients.
The company had already identified this shifting demand early in 2026. Prior to the summer season, LunaJets noted rising interest in activities such as visits to artisanal cheese makers, tours of small family vineyards, horseback riding at dawn, and dedicated yoga and meditation retreats.
Growth in demand for traditional European hotspots
Established European luxury destinations maintain a strong pull on Spanish travelers while offering increasingly exclusive options. The French Riviera remains a primary summer destination, with Saint-Tropez drawing visitors through its blend of beach clubs, high gastronomy, glamour, and cultural programming.
Saint-Tropez is a coastal town on the French Riviera in southeastern France, long established as a Mediterranean resort town for international celebrities and high net worth individuals.
Cascais has also gained prominent interest among Spanish holidaymakers. Located near Lisbon on the Portuguese coast, the town combines surfing, high gastronomy, wellness, and natural surroundings with a relaxed, cosmopolitan atmosphere suited to discreet luxury.
Cascais is a coastal town situated in the Lisbon District of Portugal along the Atlantic Ocean shoreline, historic for its royal patronage and maritime history.
Within Spain, the Balearic islands of Mallorca and Menorca remain priority choices for luxury bookings. Both islands continue to expand their premium travel offerings, with Menorca attracting travelers keen to engage with local traditions and authentic identity.
Rise of volcanic landscapes and off the beaten track travel
A key trend detected this summer is growing demand for volcanic landscapes. Spanish travelers are increasingly booking flights to Lanzarote in the Canary Islands and Santorini in Greece, drawn by their geological formations, wild beaches, boutique accommodations, and natural environment.
Lanzarote is a Spanish island in the Atlantic Ocean known for its volcanic soil and protected biosphere reserves, while Santorini is a Greek island in the southern Aegean Sea famous for its dramatic coastal caldera cliffs.
Both volcanic locations are becoming established as alternative expressions of luxury travel that offer a sense of discovery away from predictable resort routes.
In contrast, Ibiza appears to be losing part of its traditional dominance among certain high net worth profiles. While Ibiza retains its international appeal, traveler interest is diversifying toward destinations offering a quieter pace alongside privacy and nature.
Ibiza is a Mediterranean island off the eastern coast of Spain, globally renowned for its summer nightlife and entertainment industry.
Authentic experiences and global wellness destinations
Custom experiences away from conventional guidebooks are driving client choices. LunaJets reported that clients frequently request trips centered on discovering small cheese shops, family vineyards, classic car events, and contemporary art exhibits.
Spanish luxury travelers are also looking beyond the Mediterranean toward Asia and India for wellness and exploration retreats. Yoga and meditation stays in these regions are seeing increased demand from travelers prioritizing comfort, privacy, and personal balance.
India and East Asia are recognized internationally for their historical tradition of holistic medicine, spiritual retreats, and mindfulness practices.
Carlos Matallana, the director of LunaJets Spain, said clients were seeking to combine natural beauty, privacy, and personalized experiences while showing curiosity to discover new places before they became mass trends.
The overall summer travel pattern shows high net worth holidaymakers balancing traditional luxury hubs like Saint-Tropez with volcanic islands and global wellness retreats in pursuit of unique experiences.
