25-29 JANUARY 2026
ATLANTIS THE ROYAL
Visionaries of luxury travel
Around the world, there are a select few who push the boundaries to stay on the cutting edge. A collective of people and products renowned for unmatched service and luxury offerings.
This is a show that connects the crème de la crème of high-end luxury travel designers with once-in-a-lifetime properties and products.
The standard of ultra luxury
As a collective that understands the UHNW individual, there are three main elements that qualify a product or service in the ultra-luxury space.
The Ultra Member badge certifies our attendees for their ability to deliver these distinct qualities.
01
DISTINCTION
The wow factor. Something to write home about. Redefining the way guests experience delight by evoking a deep and meaningful emotional connection.
02
Service
Only the highest level of service attracts today’s luxury traveller. Every element leaves a lasting impression.
03
DISCRETION
Privacy and exclusivity are paramount to ultra-luxury experiences. A place of seclusion; a heavenly hideaway for life’s joyful moments.
Ultra members
Here are a few of the Ultra Members who attended our inaugural edition.
EXHIBITORS
Vetted by the Ultra advisory board whose members have decades of experience in the ultra-luxury travel sector.
Buyers
Hand selected and invited based on their client portfolio. Buyers include family offices, executive assistants, personal assistants, and celebrity agents for ultra-high net worth individuals.
What people are saying
Namratha Rose,
Grandes Alpes Private Hotel & Spa
EXHIBITOR
“The calibre of attendees reflected the prestige of Ultra, making it a must-attend for those who operate at the highest level of luxury hospitality. I left with stronger partnerships and fresh opportunities.”
Linda Scroggins,
Affluent Luxury Travel
BUYER
“I think what Ultra has done to differentiate itself from other industry trade shows has resonated with a lot of buyers and exhibitors. We need something like this in the industry.”
Fisal El Bayoumy,
Rocco Forte Hotels Italy
EXHIBITOR
“I’m already seeing increased engagement with our brand, directly attributable to the connections made at this event. I highly recommend Ultra to any hotel seeking to elevate its presence in the luxury market.”-
Latifa Regenbogen,
Luxury Travel By Latifa
BUYER
“As someone who has spent 35+ years in the travel industry, I can confidently say that participants can expect not only exceptional service but also the chance to network with leading industry figures.”
Irfan Showcketh,
Al Maha, A Luxury Collections Desert Resort & Spa
EXHIBITOR
“Ultra was exceptionally well-curated, bringing together the finest in ultra-luxury hospitality. The seamless execution, insightful discussions, and level of detail truly reflected the high standards of excellence that Ultra represents.”
Francesca Costa,
Belcost
BUYER
“The presence of renowned brands and top-level speakers made the event extremely authoritative, and created impactful networking and synergy opportunities. We strongly recommend Ultra to anyone looking to elevate their professional level and achieve tangible results.”
Ariek Mahardika,
Mandapa, a Ritz-Carlton Reserve
EXHIBITOR
“The quality of buyers was 100% clients that we target from business perspective. I had the chance to meet a buyer who booked a group at our resort right after the event.”
Ilse Devos,
Travel Lounge
BUYER
“The name ‘Ultra’ is no lie; this was the best event I have ever experienced in the ultra-luxury travel sector.”
Vice President, Sales, Atlantis Dubai.
EXHIBITOR
“Hosting Ultra at Atlantis The Royal has been an incredible experience and one that reflects our commitment to redefining world-class hospitality. Bringing together the most influential leaders in high-end travel, this partnership strengthens our connection with the global travel community and reinforces Atlantis Dubai as the ultimate destination for discerning travellers.”
Niyama Private Islands
BUYER
“An incredible opportunity to network with leaders at Ultra, where the art of luxury is surely at its greatest height. Inspiring conversations, new trends, and meaningful connections.”
Grecotel Hotels & Resorts
EXHIBITOR
“Ultra is the epitome of luxury, and I highly recommend it to anyone looking to engage with a select group of influential leaders in an extraordinary setting.”
Evon Sachdeva,
Hans Travel and Lifestyle
BUYER
“If you want to connect with the very best and offer your clients truly exceptional experiences, Ultra is where you need to be.”
Hidden Iceland
EXHIBITOR
“I can honestly say that the quality of delegates at Ultra has been the highest level I’ve ever encountered at any other event.”
Cristina Chaverri,
Godwana Experiences
BUYER
“Ultra is a must-attend – the ultimate event for industry professionals looking to stay ahead of the curve. From insightful sessions to unparalleled networking opportunities, this is where innovation meets connection.”
The St. Regis Venice
EXHIBITOR
“The most surprising luxury show in the industry. Exceptional quality and unforgettable networking opportunities.”
Key Luxury Experience – KLE
BUYER
The first edition of Ultra was exceptional – every communication between the Ultra team and myself as a buyer was personalised.”
andBeyond
EXHIBITOR
“Ultra is one of the highest-value trade events we’ve attended, with tangible returns through partnerships formed and a measurable increase in enquiries. Ultra offers a rare combination of brand alignment, commercial value, and long-term relationship building, and we would recommend it to any brand.”
Departures
BUYER
“Ultra is a must-attend show. Great meetings and excellent networking opportunities with the elite of luxury travel designers and top exhibitors – matchmaking at its best.”
Windrose Finest Travel
BUYER
“A great opportunity to meet the right partners in the ultra-luxury segment.”
Oceandusk Group UAE
BUYER
“Ultra by PLE is a great event that no other company is doing. They are market leaders.”
Cadogan Private Travel
BUYER
“As a buyer in the UHNW travel space, attending Ultra was truly beneficial. The event was streamlined exceedingly well, making pre-event preparation and post-event management easy. I highly recommend Ultra and will definitely be attending again.”
Carter Luxury Travel
BUYER
“Ultra is by far the most exclusive travel fair I have ever attended. I appreciated the very high quality of exhibitors and buyers alike.”
Finest by City Reisen GmbH
BUYER
“Ultra luxury means always going the extra mile – it’s all about small details and exceptional service. Ultra as a show is exactly that for the luxury travel community.”
Almosafer Concierge
BUYER
“A boutique gathering of partners and suppliers, offering an ultra-luxury networking experience for like-minded travel professionals. I can’t wait for the next one.”
Savile Row Travel
BUYER
“Organised with enthusiasm, dedication, and personality. The blend of more formal meetings and time to connect with suppliers in a more casual environment was first class. An all-round superb show!”
The Concierge Box Tourism LLC
BUYER
“An outstanding show bringing together key decision-makers in luxury hospitality. Offering unparalleled networking opportunities and valuable industry insights, Ultra is a must-attend for professionals looking to build connections and stay ahead of market trends.”
The Ultra experience
An intimate but influential gathering of 200+ of the most knowledgeable and influential leaders in luxury travel.
INSPIRATIONAL CONTENT
Explore the future of ultra-luxury through insightful panels and discussions led by industry leaders.
BRAND STORIES
Elevate your showfloor presence at Ultra through highly-personalised, branded spaces.
ELEVATED EXPERIENCES
See the iconic city of Dubai through the lens of luxury with experiences hosted by world-renowned brands.
INTIMATE EVENINGS
Deepen your connections at evening events designed to showcase Dubai’s high-end venues and offerings.
ULTRA BY PRIVATE LUXURY EVENTS
25-29 JANUARY 2026 | ATLANTIS THE ROYAL
Be part of the collective
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HOST PARTNER
EVENT PARTNERs
Supporting PARTNER
