Today’s ultra-high-net-worth travelers want more than just luxury and being in a recognizable status-driven destination. They also want privacy, access, and unique curated experiences. This growing group, with the United States home to the largest concentration, is reshaping how high-end travel operates.
Few understand that shift better than FF Global Group, the private advisory firm founded by Jacob Frisch and Luc Freilicher, recently featured in the New York Times article “The ‘Hunger Games,’ Hamptons-Style: Hiring a Private Chef for Summer”. The firm manages the lifestyle and travel of some of the world’s most powerful individuals and their families, a client base it keeps strictly confidential.
We recently spoke with Jacob Frisch to go over the key shifts shaping summer 2026. The biggest change, he notes, is how traditional hotspots are being reconsidered. Places like Capri, Mykonos, and Saint-Tropez, long favored by the wealthiest travelers, are increasingly seen as overexposed. In many cases, they have become influencer central, which runs counter to what truly discerning people are looking for.
Instead, there is a clear shift toward destinations like Switzerland, the Dolomites, and other locations defined by exceptional natural beauty and a greater sense of privacy. More broadly, the idea of luxury has evolved. The ultimate goal is no longer to be seen in the right place, but to disappear entirely, to travel with your own staff, to have complete control of your environment, and to spend time in settings that feel removed from the usual circuits.
Below, Frisch expands on these shifts, from where people are going to how they are choosing to experience it.
PALMER: What are the peak summer destinations this year?
Jacob Frisch: This summer is really defined by range. We’re seeing strong demand across Japan, which continues to work year-round, often with clients pairing Tokyo and Kyoto with destinations like Niseko for nature or Okinawa and Miyakojima for something more relaxed. At the same time, there’s a noticeable shift toward cooler summer destinations. We’re placing more clients in Switzerland, the Dolomites, and parts of Austria as travelers look to balance outdoor activity with wellness, fresh air, and privacy. Italy and the South of France will always remain part of the rotation for many of our clients, often returning to the same trusted hotels and regions they visit each year. What’s evolving isn’t necessarily the destination itself, but how they experience it: better timing, more privacy, and layering new experiences alongside familiar favorites. We’re also seeing interest in more remote, visually striking destinations like Patagonia, often incorporated into larger itineraries that balance nature with cultural cities. Overall, clients are prioritizing destinations that feel intentional rather than simply popular.
Do you see a shift in what clients are looking for?
JF: Definitely. The biggest shift is toward more intentional travel. Clients are less interested in destinations simply because they’re popular and more focused on how the experience actually feels once they’re there. Privacy continues to be a major priority, along with access and thoughtful planning.
What are some of the more unique experiences you’ve been asked to arrange?
JF: What we see most often are requests for experiences that feel authentic rather than staged. Clients want to feel connected to where they are, not like they’re moving through a checklist. That can look like private culinary experiences with chefs and producers, behind-the-scenes access to galleries or ateliers, or hands-on cultural experiences like truffle hunting or working with local artisans. We had a client ask us the following: “Where can we go in Europe this summer that’s near gorgeous water and away from the all the usual crowds were all familiar with but stay in really great hotels that is something different” As an exercise we scanned the entire coastline in Europe and ended up with the following solution: They are now staying at the new Zannier Île de Bendor, which is a private island resort off the coast of Bandol on the western side of the Côte d’Azur then they will be driving to Biarritz and staying at Grand Hotel Du Palais before finally making their way over to San Sebastián and staying at the Maria Cristina. We also arrange more complex experiences like expedition yacht charters or fully private wellness retreats where clients take over a property and bring in their own practitioners, trainers, and performance specialists. More than anything, the common thread is personalization. Clients want experiences that feel like they couldn’t have been arranged without the right relationships behind them.
Where are you seeing growing interest from your clients?
JF: We’re seeing growing interest in destinations that feel less saturated but still deliver a high level of experience. Namibia continues to come up for safari clients looking for something more remote. Inland Sicily is gaining traction as an alternative to more crowded coastal routes. Clients are interested in the intersection of landscape, architecture, and culture, so pairing Athens Four Seasons with Amanzoe is an example of what many clients are requesting more often. Japan also continues to expand beyond the traditional Tokyo and Kyoto routes as repeat travelers look to explore more deeply. Overall, the shift isn’t necessarily about finding somewhere completely new. It’s more about going deeper into destinations clients already love and experiencing them in a more thoughtful way.
Which destinations are falling out of favor?
JF: It’s not really about destinations falling out of favor, but more about how they’re approached. Clients aren’t necessarily abandoning places like the Mediterranean or traditional summer hotspots, but they are being more selective about when and how they travel. We do see clients becoming more cautious around highly crowded environments or experiences that feel overly commercialized. The focus is shifting toward better timing, stronger properties, and more private ways to experience popular destinations. The destinations themselves haven’t changed as much as expectations have. Clients still want the classics, but they want them done properly — with the right access, the right planning, and the right level of privacy. Sardinia, Capri, or Saint-Tropez, the expectation isn’t just the destination itself, but how it’s experienced — whether that means the right hotel relationships, private access, or timing trips outside of peak congestion. We’re also seeing more hybrid itineraries. Clients want both activity and recovery in the same trip, whether that means hiking, diving, or cultural exploration paired with strong wellness programming, longevity treatments, or structured downtime. It’s less about choosing one style of travel and more about creating balance.
