Where the World’s Wealthiest Travellers Are Skiing This Winter

Paradiso Mountain Club & Restaurant, St. Moritz

Matt Concierge founder Matthieu Schon reveals what affluent travellers are looking for from winter 2026/27 - from serious skiing and destination dining to wellness, privacy and the right social scene.

For affluent travellers planning winter 2026/27, choosing the right ski destination is increasingly about much more than the quality of the snow. According to Matthieu Schon, founder of international luxury travel and lifestyle concierge Matt Concierge, restaurants, wellness, privacy, family experiences and the social scene are playing an increasingly important role in where clients choose to spend winter.

"There isn't really one 'best' ski resort," says Schon. "The important question is what you want from the holiday. One person wants to ski all day, another wants great restaurants and atmosphere, while somebody else wants complete privacy. The destination has to fit the traveller." With clients travelling internationally across Europe, the Middle East, North America and beyond, Schon highlights four distinct ways luxury travellers are approaching the mountains this winter.

For the Social Scene: Courchevel, Gstaad, St. Moritz and Ischgl

Courchevel 1850 remains one of Europe's most complete destinations for travellers combining skiing with restaurants, après-ski, nightlife and a strong social scene. For families, Schon highlights the recently opened Rosewood Courchevel Le Jardin Alpin, combining true ski-in, ski-out access with dedicated children's programming and an increasingly strong dining proposition. While Hôtel Le Pralong offers another strong option for travellers looking for a more intimate luxury stay with direct access to the slopes. For something more understated, Gstaad offers traditional Alpine glamour, with the historic Gstaad Palace overlooking the village, while Badrutt's Palace (pictured below) remains synonymous with the old-world glamour and social calendar of St. Moritz. For a livelier après-ski scene, Ischgl is another destination Schon recommends, with the Elizabeth Arthotel combining a central location, contemporary design and easy access to both the slopes and the resort’s nightlife.

"For many travellers, the destination is about much more than skiing," says Schon. "Where you eat, who you're travelling with and what happens after the slopes can be just as important."

For Serious Skiing: Verbier and Chamonix

For travellers whose priority remains the mountain, Schon points to Verbier, with its extensive Four Valleys terrain and big-mountain skiing. For the full experience, The Lodge, Sir Richard Branson's private nine-bedroom Alpine retreat, offers a more intimate alternative to a traditional luxury hotel.

Chamonix is another favourite for travellers who come primarily for the skiing, particularly those looking for more challenging Alpine terrain. Here, Schon often recommends taking a private chalet, allowing groups and families to combine serious days on the mountain with greater privacy, space and a more personalised stay. "If somebody tells me the skiing itself is the most important thing, Verbier immediately enters the conversation," says Schon. "People return because they genuinely love skiing there, while still having all the restaurants, chalets and nightlife around them."

For Food and Wellness: The Dolomites and Crans-Montana

In Alta Badia, skiing between mountain restaurants is part of the experience. Schon highlights Hotel La Perla in Corvara, home to Michelin-starred La Stüa de Michil, while the arrival of Aman Rosa Alpina in nearby San Cassiano further strengthens the Dolomites' luxury credentials. For wellness, Six Senses Crans-Montana combines direct slope access with a 2,000-square-metre spa, recovery facilities and biohacking technology.

"Après-ski doesn't have to mean Champagne anymore," says Schon. "For some travellers it's now about recovery, wellness and being ready to ski again the next morning."

For Privacy: Iceland

At the opposite end of the traditional Alpine social scene, some travellers are looking for complete escape. Schon highlights Eleven Deplar Farm on Iceland's remote Troll Peninsula, where guests can heli-ski isolated summits and descend towards the ocean. "Sometimes the ultimate luxury is simply space," says Schon. "No crowds, no queues and very little interruption. For the right traveller, that can be far more valuable than being in the most famous resort."

Matt’s advice for winter 2026/27 is simple

For Schon, all four trends point to a broader shift in luxury travel: away from simply choosing the most expensive hotel and towards creating a trip around the individual. "Real luxury is often everything you don't have to think about," he says. "Your skis are ready, the transfer works, the restaurant is booked and somebody understands what you want from the trip before you arrive. Don't start with where everybody else is going. Start with what you want the holiday to feel like - and choose the destination from there."