Ultra 2026
Welcome back! After a successful launch earlier this year, PLE’s high-calibre luxury travel showcase Ultra is back for its second edition – and it’s set to raise the bar once again. Registration is now open!
Save the Date: Ultra 2026
- Dates: January 25–29, 2026
- Location: Atlantis The Royal, Dubai
- Who’s coming? 100 hand-picked ultra-luxury buyers from around the world – including top-tier travel designers, family offices, and personal assistants to high-profile clients. Attendance is by invitation only – and registration is now officially open.
- Who’s exhibiting? Once again, 100 meeting tables will be reserved for some of the world’s most prestigious travel brands. Expect the likes of Four Seasons, Fregate Island, Cheval Blanc, and SHA Wellness Clinic – all ready to connect with the best in the business.
- How it works: Each 1-on-1 meeting lasts just 13 minutes. Think speed dating – but with serious business impact.
- What to Expect When it comes to the program, PLE is still playing its cards close to the chest – but we managed to get a few teasers. A stylish Welcome Event and a grand Gala Night are in the works, though exact locations remain under wraps for now. What has been promised, however, is a lineup featuring world-class cuisine and entertainment, inspirational content, and plenty of elevated experiences throughout.
- Market Insights Industry experts predict that the global luxury travel market will grow from $1.4 trillion in 2024 to a projected $2.2 trillion by 2030. No surprise, then, that the ultra-luxury segment served by Ultra’s participants is expanding just as rapidly.
- Trend Watch Today’s ultra-luxury travellers are seeking hyper-personalisation, meaningful places, authentic passion, and a deep connection to local culture. It’s no longer just about five stars – it’s about purpose and presence. Hello, Gen Z – we see you.
