Dubai Brings Together the Elite at Ultra by Private Luxury Events, the Top Gathering for Luxury Hospitality Professionals

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Dubai is the ideal location to host Ultra by Private Luxury Events, bringing together the world’s most prestigious luxury hospitality professionals. This exclusive event stands out as the top gathering for industry leaders, offering a platform to showcase the latest trends, innovations, and collaborations in ultra-luxury travel. With its status as a global hub for high-end experiences, Dubai provides the perfect setting for luxury brands, family offices, and UHNW service providers to connect, network, and shape the future of luxury hospitality.

Event Highlights:

• Ultra 2026 will be held from January 25-29, 2026, at the iconic Atlantis The Royal in Dubai.
• Ultra 2025 successfully brought together 230 of the world’s top luxury travel advisors and exhibitors, fostering collaboration and dialogue on the future of ultra-luxury travel.
• Esteemed luxury brands and properties that attended Ultra 2025 include Four Seasons, Cheval Blanc, Airelles, Reschio House, Beno, Fregate Private Island, and SHA Wellness Clinic.
• Key trends unveiled at Ultra 2025 included hyper-personalization, destinations driven by passion and purpose, the influential role of local culture and people in ultra-luxury travel, and the growing importance of authenticity and value for the Gen Z traveler.

• 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 success of its inaugural edition this January, Private Luxury Events is excited to announce the highly anticipated second edition of Ultra, set to take place from January 25-29, 2026, at the prestigious Atlantis The Royal in Dubai.

This exclusive event will bring together 230 of the world’s leading luxury brands and travel designers, with a unique guest list that includes Family Offices, Executive Assistants, and Personal Assistants who serve UHNW individuals.

Attendees can expect to meet renowned luxury brands such as Four Seasons, Cheval Blanc, Airelles, Reschio House, Beno, Fregate Private Island, and SHA Wellness Clinic, all of whom participated in Ultra 2025.

With the luxury travel sector projected to grow from US$1.4 trillion in 2024 to $2.2 trillion by 2030, Ultra fills a critical gap in the market by curating an event that caters specifically to the highest level of ultra-luxury exhibitors and luxury travel designers serving 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 Defining the Future of Ultra-Luxury Travel:

At Ultra 2025, several key trends emerged, signaling a shift towards transformational travel experiences focused on personal growth and cultural immersion.

UHNW travelers are increasingly drawn to hyper-personalized itineraries, where every aspect of their journey is meticulously curated to meet their unique needs and preferences.

Moreover, a new generation of UHNWI is reshaping luxury travel, prioritizing authenticity, meaningful connections, and simplicity over ostentatious opulence. Younger travelers are gravitating toward destinations and accommodations that align with values rooted in supporting local communities and preserving cultural heritage.

Dubai hosts Ultra by Private Luxury Events, bringing together the world’s leading luxury hospitality professionals to connect, collaborate, and shape the future of ultra-luxury travel in the perfect setting of a global luxury hub.

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.”