The craving for privacy and exclusivity continues apace. Think self-catering boltholes, some with hot tubs, others that dial up the character with quirky accommodation like treehouses, safari lodges or glamping yurts.
Further afield you may prefer to upgrade to business class and take advantage of private transfers or guided excursions. Accommodation with pool suites, sumptuous private villas and island retreats are more popular than ever.
Safaris and wilderness, big sky and "bucket list" experiences are hitting top of the lists.