The new luxury of 2026: not a pool, not a villa, but something completely different

In 2026, a new luxury trend has emerged among the world’s wealthiest individuals, away from private islands and villas, toward complete privacy. Instead of buying extravagant homes, some of the richest people are purchasing entire parcels of land, additional houses, and even parts of villages. Their goal is to create secluded complexes where they can live undisturbed. This shift reflects a growing desire for privacy over prestige. The trend, known as “landmaxxing,” has gained traction in recent months, with experts and media outlets such as The Wall Street Journal, Business Insider, and real estate firm Coldwell Banker noting its rise. Traditionally, wealth was symbolized by grand villas with pools, private beaches, or ocean views. However, today’s ultra-rich are prioritizing something far rarer: peace and isolation. They are seeking properties that offer more than just luxury, they want security, seclusion, and control over their environment. According to data from Coldwell Banker, interest in large, exclusive land parcels within the luxury market has surged by nearly 100% this year. Demand for unique properties, private islands, and vast estates continues to grow. Danny Hertzberg, a well-known real estate broker in Miami, explained that wealthy buyers are no longer simply looking for houses. For some, it's about privacy and safety. For others, it's a form of protection against inflation. He noted that privacy has become one of the most genuine currencies of modern luxury. In an age of social media, drones, paparazzi, and constant exposure, the ability to create a protective buffer around one’s home has become invaluable. Jeff Bezos, founder of Amazon, exemplifies this trend. Over the past few years, he has spent more than $230 million (approximately €200 million) on land on the exclusive Indian Creek Island in Florida. The island, which has attracted several billionaires, has been dubbed the “Billionaire Bunker” due to its exclusivity and seclusion. Similarly, Ken Griffin, founder of investment firm Citadel, has invested over $450 million (around €390 million) in developing a massive private complex in Palm Beach. His property spans approximately 27 hectares of previously separate parcels, effectively creating a self-contained estate. Larry Ellison, co-founder of Oracle, has also embraced this approach. For years, he has purchased adjacent land near his luxurious properties in California, Nevada, and Florida. These acquisitions allow him to expand his living space while maintaining a high degree of privacy and autonomy. While this trend is most visible among the ultra-wealthy, real estate analysts warn that the demand for personal space extends beyond the top echelon. After the pandemic, attitudes toward home life have shifted. Homes are no longer just places to sleep but spaces for work, recreation, and leisure. As a result, larger plots of land have become appealing even to more affluent middle-class buyers. Real estate professionals observe that customers increasingly seek homes on the outskirts of towns, fewer neighbors, and land that offers greater privacy. What once meant wanting a vibrant neighborhood now often means searching for the opposite. This shift signals broader changes in societal values. The new definition of luxury is not about displaying wealth, it’s about possessing things that cannot easily be bought. Time, tranquility, silence, safety, and the feeling of being in charge of one’s surroundings are becoming highly sought-after commodities. Some experts predict that privacy will continue to grow in value, with the wealthiest already acquiring it through additional homes and land. Others suggest that the rest of society will look for similar benefits in less crowded areas. Once, the pinnacle of luxury was a mansion. Now, it seems, it’s the ability to live in peace.