Private Luxury Events has announced the return of 'Ultra' for 2026, bringing together the cream of the luxury travel and hospitality industry at Atlantis The Royal, Dubai. Olivia Palamoutain reports

After a successful debut this year, Private Luxury Events has confirmed that the second chapter of its Ultra corporate festival will go ahead in 2026.

Taking place from January 25-29, once again at Atlantis The Royal, Dubai, the event targets the pinnacle of the luxury travel market, bringing together qualified luxury hospitality leaders, executive assistants, personal assistants and travel advisors who serve ultra-high-net-worth individuals (UHNWIs).

The second Ultra event will again host approximately 230 participants representing leading luxury brands and travel designers. The 2025 gathering included representatives from Four Seasons, Cheval Blanc, Airelles, Reschio House, Beno, Fregate Private Island and SHA.

It was also attended by Globetrender founder and CEO Jenny Southan (pictured below left), who moderated a panel session with Britnie Turner, owner of the Ariel BVI; Adam Sebba, CEO and Co-Founder of The Luminaire; and Dr Naim Maadad, CEO and Founder of Gates Hospitality.

Christy Kuplic, managing director of Private Luxury Events, explains the rationale behind creating the Ultra event: "With the word 'luxury' being used to describe such a wide range of products and experiences in the travel sector, we felt it was time to recognise the distinction of excellence in luxury. Luxury is not easy to define; however, there are elements that discerning clients expect. We use these elements of service, distinction, and discretion to certify the products and people who exceed these expectations."

She adds: "Ultra is a gathering of the luxury travel advisor experts and hospitality leaders who go above and beyond. At Ultra 2025, the energy was electric as the community shared their insights, ideas, and passion for the art of luxury. A new chapter for ultra-luxury is beginning, and our community is helping shape that chapter."Kyp Charalambous, vice-president of sales at Atlantis Dubai, says: "Hosting Ultra at Atlantis The Royal has been an incredible experience, bringing together the most influential leaders in high-end travel.

The event's success reflects our commitment to redefining world-class hospitality. We are delighted to welcome Ultra to Atlantis The Royal in 2026, providing an iconic setting that offers extraordinary experiences and unparalleled luxury. This partnership strengthens our connection with the global travel community and reinforces Atlantis Dubai as the ultimate destination for discerning travellers."

The timing of the event coincides with significant growth projections for the luxury travel sector, which is expected to expand from US$1.4 trillion in 2024 to US$2.2 trillion by 2030.

Several key trends in ultra-luxury travel emerged during the 2025 event, including:

• Hyper-personalisation of itineraries tailored to anticipate individual needs
• Increased emphasis on authenticity, meaningful connections, and simplicity over ostentatious luxury
• Growing influence of younger UHNWIs who prioritise destinations with strong values around local communities and culture
• These trends align with a 2024 McKinsey report which notes: "Ultra-high-net-worth individuals prefer quiet luxury with personalised service - targeting remote, private destinations, accessible via private airports or helipads, that feature tailored experiences available nowhere else."

Mary Gostelow, Founder of Girlahead and Gostelow Report, describes Ultra as "the definitive stage for identifying the future of ultra-luxury travel. The trends established at this event continue to redefine what discerning travellers seek, ensuring the industry remains at the pinnacle of innovation and exclusivity."

The event remains invitation-only, with interested luxury travel leaders able to check their eligibility via the Private Luxury Events website.