As the great wealth transfer begins to unfold, Generation
Through their lifestyle and investment choices and their desire for unique, high-functioning homes, these generations are reshaping the luxury market, he said Coldwell Banker Global Luxury’s 2026 Trend Reportwhich was released on Friday.
Michael Altneu | Coldwell Banker global luxury
“The next generations will inherit a historic amount of wealth and approach luxury with intention,” said Michael Altneu, vice president of the Coldwell Banker Global Luxury program, in a press statement. “They choose homes that reflect their identity, support their daily lifestyle and protect long-term financial value.
“For many, real estate has become a strategic part of their estate planning and a haven for their well-being.”
The report is based on three years of luxury home sales data, data from global wealth research firms and a survey of more than 100 Coldwell Banker Global Luxury real estate specialists.
Even though many homebuyers have withdrawn from the market over the past year due to higher rates and other affordability issues, luxury buyers have continued to expand their real estate portfolios, according to the 2026 Trend Report. Over the past six years, global wealth among high-net-worth individuals has increased by almost 40 percent, of which 29.4 percent comes from real estate, the report said.
Luxury home buyers continue to view real estate as a stable financial investment and are attracted to value- and experience-driven real estate. In 2026, these and other factors will shape the luxury market. Below, see some of the key emerging trends from the new year report.
Market resilience
Ultra-high net worth individuals have continued to invest in luxury real estate despite market headwinds in recent years, according to the 2026 Trend Report. About 80 percent of Coldwell Banker Global Luxury agents surveyed said their markets remain “resilient,” with steadily growing average prices and regular inventory turnover.
Nationally, prices of luxury single-family homes rose 3 percent by 2025, while sales rose 4 percent, reflecting steady demand and “confidence” in the market, Altneu said in the report.
“Luxury buyers remain active, prices remain stable and demand focuses on markets that offer lifestyle depth and long-term stability, which is why these markets continue to perform.”
Wealth gain in the US
With America’s Generation
Millennials are on track to inherit the majority of wealth through real estate in the long term, the report said.
The step towards ‘nest investing’
For luxury buyers, real estate is increasingly seen as an investment in lifestyle and wealth, the report said, with buyers making highly value-driven decisions. This mentality leads to more discretionary spending on upgrading primary residences and acquiring second homes.
Among people with a net worth of $30 million or more, spending on their home will soon exceed spending on personal luxuries by 18.5 percent. Younger heirs are also now saving more of their portfolio for real estate than older generations.
Growing luxury markets in the South and Midwest
The migration of wealth is breathing new life into the luxury markets of the South and Midwest, where the affluent are attracted by stability, lifestyle amenities and long-term real estate value.
Atlanta, San Diego, Nashville, Dallas, Salt Lake City and Minneapolis have all experienced steady price growth over the past five years, supported by strong local economies and robust lifestyle amenities.
“Affluent buyers have more geographic flexibility than ever before,” Altneu said in the report. “As wealth becomes more mobile, buyers are choosing different cities, and that shift is changing where luxury demand is concentrated globally.”
‘Quiet luxury’ steps aside
Jade mills | Coldwell banker
According to the Trend Report 2026, the days of an understated, ‘quiet’ form of luxury may be coming to an end. Luxury buyers are increasingly moving towards large homes with ‘distinction’ that embrace multi-functional living.
According to the company’s research, nearly 64 percent of single-family home inquiries among luxury buyers are for those with five or more bedrooms.
“For today’s ultra-luxury buyers, special features matter,” Jade Mills, president of Jade Mills Estate and international ambassador for the Coldwell Banker Global Luxury program, said in the company’s report. “They want homes with presence and lasting value, including square footage and privacy, forever views and architectural quality. Homes must tell a story to really stand out.”
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