Where and how will we travel next? Virtuoso, the leading global network specializing in luxury and experiential travel, has its finger on the pulse of what’s cool and emerging, gathering critical data and insights from its network of travel advisors, preferred partners and ultra-high/high-net-worth clientele. Here are the season’s most compelling trends, as well as some key insights shaping the industry. Plus, the destinations to know this summer.
Travel Trends Ramping Up in 2025:
- Reel Roaming: Let's call it the "White Lotus Effect." In 2025, the trend of "Reel Roaming"— where travelers flock to destinations featured in their favorite movies or TV shows—is continuing to gain momentum. A prime example: Following the release of season two of The White Lotus in October 2022, Virtuoso data revealed a staggering 424 percent surge in travel bookings to Sicily. Likewise, luxury travel to Thailand has seen a strong start in 2025, with bookings from U.S. travelers up by 41 percent and sales continuing to climb. The average daily rate (ADR) has also risen by 10 percent.
- Blizzard Beasts Travel: Polar safaris offer encounters with the region’s most elusive wildlife in their natural habitats (for example, penguins in Antarctica, polar bears in South Georgia, and narwhals in Canada) but equally, if not more, importantly, they also support vital conservation projects. In short, they’re a win-win for travelers: bragging rights for gorgeous photography as well as impactful journeys.
- Solo Travel: Solo travelers (particularly women!) continue to blaze trails, venturing further than ever and inspiring others to follow suit. Recent Virtuoso data shows that females now make up 71 percent of solo travelers. Increasingly, they’re embracing traditionally group-oriented experiences, such as cruising. Promoting personal growth and self-reliance, solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers (if desired). Many exploration lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.
- Pet Travel: High-end airlines and hotels are rolling out the red carpet for pets, offering animal-friendly accommodations, exclusive amenities and even first-class travel options. Pet owners are happily splurging to ensure their furry companions travel in comfort. Distance is no barrier — from weekend getaways to international trips, travelers are eager to bring their passported pooches along.
Sustainability in Focus
Sustainability is increasingly a greater factor in travel choices, with 26 percent of Virtuoso advisors saying their clients are committed to reducing their carbon footprint by supporting carbon offsetting initiatives. According to a recent survey of Virtuoso travelers, 59 percent are willing to spend more on responsible travel if they know how the funds are being used. Virtuoso advisors can help guide clients toward destinations and partners that align with their values and interests, so that having a positive impact and traveling well go hand-in-hand.
Trending Destinations for Summer Travel
When looking at where travelers are headed this summer, as always, the European summer continues to reign supreme. Specifically, travelers are showing more interest beyond Europe’s beloved cities. The UK countryside saw a 173 percent increase in sales last year, and Algarve saw a 110 percent increase. The Athenian Riviera is a hot destination, too, as hotel ADRs showed a 132 percent increase year-over-year, a tell-tale sign of high demand.
Following the “cool-cations” trend that emerged in recent years, European destinations with more moderate climates, including Scandinavia, Iceland, Denmark, Finland, Iceland, Norway and Sweden, have thus far seen a 263 percent year-over-year increase for travel already booked for this summer. The slopes are calling, too, as Courchevel saw a 132 percent jump in sales year-over-year, as well as St. Moritz (+153 percent) and Val-d’Isere (+457 percent).
The hottest destination on the rise in Europe, based on year-over-year sales for travel already booked for this June, July and August, is Slovenia (+473 percent). Other places to watch this summer include Croatia (+356 percent), Malta (+108 percent), Montenegro (+24 percent), Turkey (+272 percent), Austria (+254 percent), Czech Republic (+309 percent), Germany (+59 percent) and Hungary (+143 percent).
