For 30% of respondents, luxury on holiday primarily means having time to relax and slow down. This percentage is considerably higher than the 17% who associate luxury with high levels of comfort.
The shift becomes even clearer in responses concerning what travellers regard as genuine luxury during a trip. More than half of those surveyed, or 53%, said that not having to worry about anything represents the ultimate luxury.
At the same time, 40% consider not having to cook during their holiday to be a luxury. A further 28% value the opportunity to leave most of the planning and organisation to others.
The findings indicate that luxury is increasingly defined by elements that are often missing from everyday life, including available time and mental relief. Traditional luxury goods, by contrast, appear to play a less significant role.
The focus is now on the sense that travellers can temporarily step away from obligations and responsibilities. Comfort and high-quality holiday experiences remain important, but they serve a different purpose by creating more space and freedom for travellers to use their time according to their own needs and preferences.
According to Robinson and TUI MAGIC LIFE, the results confirm a trend the two companies have observed for several years. Holidaymakers are not only seeking relaxation, but also travel concepts that reduce the pressures of everyday life as comprehensively as possible.
Multiple dining options, sports and leisure activities, childcare services and entertainment available in one location reduce the need for organisation. They also allow guests to decide how active or relaxed they want their holiday to be, without constantly dealing with planning and practical arrangements.
Bernd Mäser, Managing Director of Robinson Club GmbH, said: “The study clearly shows that, for many people, luxury in travel is increasingly becoming the opposite of an often tightly scheduled daily routine. Time for oneself, shared experiences with family and friends, and the opportunity to temporarily hand over responsibility are becoming more important. That is why it remains a priority for us not only to deliver first-class clubholiday experiences, but also to provide services that give our guests the gift of time and make their holidays as effortless as possible,”
The results show that, in 2026, the concept of luxury holidays is no longer limited to the exceptional or exclusive. Instead, it is increasingly associated with the quality of time available to travellers.
The representative online survey was conducted by YouGov on behalf of Robinson Club GmbH between 3 and 6 July 2026. It involved 2,016 adults aged 18 and over in Germany.Th e study examined what Germans understand by luxury when on holiday in 2026 and which aspects they perceive as particularly luxurious when travelling.