PRIVATE LUXURY EVENTS ANNOUNCES THE SECOND EDITION OF LANDMARK INDUSTRY EVENT: ULTRA (United Arab Emirates)
Ultra by Private Luxury Events: The only event hosting qualified luxury hospitality leaders, executive assistants, personal assistants, and travel advisors to UHNW individuals. |
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PRIVATE LUXURY EVENTS ANNOUNCES THE SECOND EDITION OF LANDMARK INDUSTRY EVENT: ULTRA (United Arab Emirates)
Ultra by Private Luxury Events: The only event hosting qualified luxury hospitality leaders, executive assistants, personal assistants, and travel advisors to UHNW individuals. |
Category: Worldwide - United Arab Emirates - Exclusive experiences
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This is a press release selected by our editorial committee and published online for free on 2025-04-28
 Photo credit © Private Luxury Events
- Ultra 2026 will take place from 25-29 January 2026, hosted at the prestigious Atlantis The Royal, Dubai
- Ultra 2025 brought together 230 of the world’s foremost luxury travel advisors and exhibitors to connect, collaborate, and explore the future of ultra-luxury travel.
- Luxury brands and properties that attended Ultra 2025 include: Four Seasons, Cheval Blanc, Airelles, Reschio House, Beno, Fregate Private Island, and SHA Wellness Clinic.
- Trends revealed at Ultra 2025 include hyper-personalisation, places with passion and purpose, the role that the local culture and people play in ultra-luxury travel, and the importance of authenticity and adding value for Gen Z travellers.
- Christy Kuplic, Managing Director of Private Luxury Events said that “A new chapter for ultra-luxury is beginning, and our community is helping shape that chapter.”
- Kyp Charalambous, Vice President of Sales Atlantis Dubai described hosting Ultra at Atlantis The Royal Dubai as: “An incredible experience, bringing together the most influential leaders in high-end travel.”
Following the inaugural edition of Ultra this January, Private Luxury Events is thrilled to announce the much-anticipated second edition, taking place from 25-29 January 2026 at Atlantis The Royal, Dubai.
The guest list will comprise 230 of the world’s most renowned brands and luxury travel designers, uniquely including Family Offices, EAs, and PAs who cater to UHNW individuals.
They can expect to meet luxury brands such as Four Seasons, Cheval Blanc, Airelles, Reschio House, Beno, Fregate Private Island, and SHA Wellness Clinic who attended Ultra 2025.
With the luxury travel sector projected to grow from US$1.4 trillion in 2024 to $2.2 trillion by 2030, Ultra fulfils a unique need in the luxury travel market by curating an event that caters to the highest level of ultra-luxury exhibitors and luxury travel designers who cater to UHNW individuals. Christy Kuplic, Managing Director of Private Luxury Events, said:
“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.
“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, Sales, Atlantis Dubai said:
“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.”
Trends shaping the future of ultra-luxury travel:
Several key trends shaping the future of ultra-luxury travel emerged at Ultra 2025, highlighting a shift towards transformational travel experiences that prioritise personal growth and cultural immersion.
UHNW travellers are increasingly seeking hyper-personalised itineraries, where every detail is curated to anticipate their needs.
Additionally, the influence of a younger generation of UHNWI is redefining luxury: emphasising authenticity, meaningful connections, and simplicity over excessive opulence. Younger travellers are choosing locations and stays that hold strong values around the local communities and culture.
These trends echoed a recent 2024 report by McKinsey which stated “Ultra-high-net-worth individuals (UHNWIs) 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, commented:
“Ultra has become 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.”
About Private Luxury Events
Private Luxury Events is a premier B2B event company specialising in luxury travel. Their exclusive events gather the best in class from the industry, providing unparalleled networking opportunities and business growth potential. Private Luxury Events curates gatherings that showcase excellence and create meaningful connections within the luxury travel community.
 Photo credit © Private Luxury Events
 Photo credit © Private Luxury Events
 Photo credit © Private Luxury Events
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