Prague - 2
There were just over a hundred invited travel advisors from 14 countries at the 2026 Luxury Bloc in Prague, organized, as always, by Gabriela Markova, with the strong support of the event's co-founder, her husband Petr Marek, and her growing team. Her business is growing, indeed. She is now also doing a German show at the Rosewood Munich, 12th to 14th October 2026, with 30 exhibitors and 35 buyers from DACH - tables sold out in a week. Next Luxury Bloc, by the way, 30th August to 3rd September 2027, was 30% sold by this March.
This year, Luxury Bloc 2026, followed its established format of 20-minute meetings spread over three days: tables flowed from main floor of Empire Hall to its gallery – exhibitors stay put, buyers move. This year there was an introduction, Markova momentous minutes on research the younger generation.
First, Gen Zs, born mid-1990 to early 2000s. Mobile is their world. 95% are online every day. 98% use a smartphone. Interestingly, 82% use a laptop. They're always connected. They expect seamless experiences across all their platforms and devices. Across the 14 countries represented by Luxury Bloc, there's $44 billion indirect spending power from Gen Zs, and family purchases are strongly influenced by them (87% of those polled said family vacation decisions are definitely stimulated by what Gen Z wants). They seek authenticity and personalization.
Alphas, born from 2010 on, are the first generation growing up entirely immersed in technology. AI, smartphones, and connections are just their norm. They're still travelling with their families, but influencing how and where they travel. They also want seamless technology, immersive experiences, wellness and adventure. Sustainability is standard for them.
Overall, the 14 countries of Central Eastern Europe, a population of 114 million, spend $169 billion on outbound travel, expected to grow to $228 billion by 2030. Within the region, there are about 46 U.S. dollar billionaires and about 1.18 million U.S. dollar millionaires, a 4% year-on-year increase. According to Bloomberg's May report, Czech Republic is home to the region's largest group of billionaires, while Poland and Czech Republic are the leaders in the ultra-high-net-worth individual year-on-year growth (the spotlight is on Lithuania, with a YOY growth of 8% in U.S. dollar millionaires, followed by Latvia, 5.7%, and Hungary, 5.3%).
Rail travel is one trend that surpasses all others in demand. Luxury trains across Europe, Africa, and Asia are in high demand, followed by luxury brands’ yachts, and mountain retreats.
