Virtuoso shared the latest trends in luxury travel. The results of its research were shared at Virtuoso Travel Week, taking place 10AUG-16AUG in Las Vegas.
"The key takeaway is that travel remains robust, even against a backdrop of global challenges. Year-to-date sales have surpassed those of 2023 for the same January-June timeframe by 14 percent and skyrocketed 211 percent over 2019, with future 2025-2026 sales already up 38 percent over last year. The demand for travel advisors remains high, with a 76 percent increase in consumers seeking out travel advisors so far this year via the network’s site, virtuoso.com," Virtuoso stated in a press release.
The research found that domestic travel dominates in fall 2024, and travellers are venturing in record numbers, with Italy, France, Mexico, the United Kingdom, Spain, Saint Barthelemy, Portugal, Canada and Japan topping the list. The largest growth areas year-over-year are Canada (+168%), Japan (+160%) and Saint Barthelemy (+155%).
Paris, London, New York, Rome and Tokyo are showing significant increases compared to 2023, while destinations such as Taormina (Sicily), Napa and Amsterdam are seeing rate declines.
Mexico, Hawaii, Anguilla, Costa Rica and Saint Barthelemy are the most sought-after destinations for the festive season. Saint Lucia, the Dominican Republic and Grenada are strong with double- and triple-digit percentage increases. Maui is up 66% for the holidays compared to last year. Fall and festive season bookings are expected to be strong, with fall bookings up 23% and festive season bookings up 32% compared to 2023. Virtuoso’s preferred hotels also see rate increases of 46% in the Caribbean and 8% in Mexico.
Demand for Ultraluxe
Virtuoso advisors noted continued demand for exclusive-use experiences such as VIP transportation, luxury yachts and private residences, and itineraries incorporating next-level stimulation and engagement. Requests for high-end experiences have increased for 89% of Virtuoso advisors.
Leading trends in ultraluxe travel include expedition cruises, exotic destinations (such as Fiji, the Maldives and Thailand) and African safaris. The top motivations for ultraluxe travel are celebrations, passion-point experiences (like sports, arts, culture, concerts and festivals) and once-in-a-lifetime trips.
Prioritizing Wellness
Of particular interest is the notable shift from focusing on a trip to-do list to emphasizing how one feels during travel.
Virtuoso said its research has identified that travellers prioritize curiosity and exploration (77%), joy and happiness (65%), and awe and wonder of nature (57%) as the top emotional drivers for luxury travellers. The intangibles of a travel experience are more compelling than checking off bucket list items.
Wellness travel is expected to be a major trend this year and into the next, with a focus on “Silver Bullet” wellness – a sub-trend coined by Globetrender in a forthcoming co-authored report with Virtuoso – highlighting hyper-specific, targeted “cures” tailored to individual wellness needs. A survey revealed that 70 percent of travellers seek relaxation and disconnection through wellness travel, while half are interested in hyper-personalized experiences and mental resets.
Rise in 'Coolcations'
Other trends include a rise in travel to cooler climates, or “Coolcations,” to destinations in northern Europe and Canada, which are up 44% this summer, while visits to warmer spots, including Italy, Greece and France, have decreased by .5%.
"Wander Women"
Solo female travel, dubbed “Wander Women” by Virtuoso and Globetrender, has also grown significantly, with women making up 71% of solo travellers.
As Gen Z begins having children in 2025 (Beta babies), the industry will see seven generations travelling simultaneously for the first time. Legacy travel, or bringing all these generations together to celebrate milestones or seek nostalgia and reconnection (24% according to the 2024 Virtuoso Brand & Travel Tracker study), is becoming increasingly popular.
Virtuoso shared that when surveyed, 32% of Gen Zs were planning to travel with children over the next year, with 42% of them planning to do so under the guidance of a travel advisor.
Focus on Responsible Travel
Travel to off-the-beaten-path destinations and at off-peak times is growing in popularity, aligning with the trend toward more responsible and sustainable travel as a response to over-tourism.
Virtuoso says sales through sustainable partners reached $700 million in 2023, with alternatives such as Slovenia, Portugal, and Croatia emerging as attractive options to avoid crowded destinations at peak times.
"Advisors play a crucial role in educating clients about sustainable travel while fulfilling their travel aspirations. These efforts are detailed in the 2024 Virtuoso Impact Report, the first ongoing study that tracks luxury travel’s positive contributions to sustainable travel," Virtuoso stated.
Access complete findings here.
Booking analysis is based on transactional data sourced from Virtuoso’s travel agency members; wellness and off-the-beaten-track travel insights were based on surveys conducted with Virtuoso advisors, and sustainability findings result from a recent analysis of Virtuoso partners. Generational analysis is sourced from Virtuoso/Globetrotter Luxury Travel Trends 2024 and the 2024 Virtuoso Brand & Travel Tracker study.