Virtuoso, the leading global network specializing in luxury and experiential travel, has drawn upon its extensive network of travel agencies and advisors, preferred partners and high-net-worth/ultra-high-net-worth clientele to determine what’s new and next in luxury travel. These findings provide a glimpse into the future of luxury travel in 2025, and what we can expect for the remainder of this year and next. Revealed at the 37Th annual Virtuoso Travel Week in Las Vegas – revered as “the Fashion Week of Luxury Travel” – Virtuoso based its findings on its data warehouse of (US) $90 billion in transactions and an ongoing series of advisor and consumer surveys.
Virtuoso reported that sales were up 12 % for the period January to June 2024 compared to those of the previous year. The hotels sector has seen an increase of almost 26 percent. This rises to 33 percent during the second half. Virtuoso predicts that cruise and tours bookings will see steady growth. According to Virtuoso consumer survey data, 30 percent of U.S. luxury travellers and 20 percent of Canadian luxury travellers plan to cruise in the next year and expect to spend a lot on their luxury cruises. The number of Virtuoso bookings for future cruises that are more than $50,000 in advance is up by 43 percent when compared with the same period last year. Bookings of travel in the category $50,000 and over are up 35% compared to 2024.
This desire for more personalized experiences and richer travel experiences leads to a higher demand for expert guidance. Virtuoso has reported a sustained increase of 76 percent in the number consumers who seek out travel advisors through the network’s website. virtuoso.com. According to Virtuoso’s 2025 Global Luxury Traveler Report – a survey conducted annually of ultra-high and high net worth travellers from 17 countries – 75 percent of Virtuoso’s clients cite safety and security as the most important factor when planning a trip. And 65 percent say an extra layer of protection is cited by an advisor over perks and upgrades and VIP accommodations.
The luxury set now prefers fall travel. Virtuoso says that fall bookings and sales are up 30 percent compared to last year. The festive season is also up 35 percent compared to 2024, with sales up 38 percent. Virtuoso’s data also challenges the perception that international travelers are avoiding the U.S., showing that America is still a top choice for its clients from around the world, including Australia and Canada. The U.S. has seen an increase of 4 percent in the number of international travel sales from January to July, but fall sales have increased by 27 percent. Italy, France and the UK are also among the top 10 destinations for fall vacations. Other perennial favourites like Japan, Greece, Canada, Portugal and Spain join the U.S. Mexico, Costa Rica, and Anguilla have warm climates that make them popular destinations for holiday travel.
Virtuoso also pays close attention to the different approaches of generations when it comes to luxury travel. Gen Z and Millennials, for example, use travel as a tool for personal transformation. They seek “meaning-making experiences” and are drawn towards immersive, dynamic opportunities. Older generations, on the other hand, tend to value comfort and relaxation over specialized interests. This generational divide also shows up in travel preferences. Younger travellers tend to prefer villas and special accommodations, such as tents or lodges. These options offer unique and experiential features, while older travellers seek more refined comfort.
As the desire for impactful travel grows, 77 percent (of Virtuoso advisers) report that their clients have more interest in booking sustainable trips than just five years ago. All generations of high-end travellers are eager to make sustainable travel decisions during their vacations. And 42 percent will pay more for companies with environmentally friendly policies and practices. While Gen Z, Millennials and a growing number of Boomers are driving this movement, they seem to be most interested in the countering overtourism through their travel choices.
The rise of the “Wander Women” – a term coined by Virtuoso and Globetrender – is reshaping the face of solo travel. Women represent 68 per cent of solo adventurers. Many of them are leading the way to more mindful and sustainable journeys. These travellers are increasingly choosing to avoid over-touristy areas. Women over 65 are particularly influenced by this trend, as their independent spirit and desire to discover new things is redefining solo travel.
As for the most popular travel trends, we can expect “coolcations” to continue. 79 per cent of the advisors surveyed agreed that climate change and/or extreme weather conditions have an impact on travel planning. 55 per cent reported that their customers choose to travel in off-season/offpeak times because of the climate. Top motivations for travel include spending quality time with the family – specifically multi-generational travel – with 53 percent of Virtuoso travellers saying they intend to travel with multiple generations within the next year. Celebration travel is also up 23 percent, compared to last year.
You can view the complete findings by clicking here here.
Virtuoso Travel Week continues through Friday, 15 August, with industry news, trends, and awards. The week will culminate with a spectacular gala on Thursday evening. Virtuoso Travel Week can be followed in real time via the network’s various social media channels, including @VirtuosoLtd. on Instagram and Virtuoso Travel. on Facebook and LinkedIn. For more information on Virtuoso, visit www.virtuoso.com.
About Virtuoso
Virtuoso® is the leading global travel agency network specialising in luxury and experiential travel. This by-invitation-only organisation comprises over 1,200 travel agency locations with more than 20,000 travel advisors in 54 countries throughout North America, Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. The network’s upscale clients are provided with exclusive experiences, rare amenities and privileged access thanks to its preferred relationships. These include more than 2,300 hotels, resorts, cruise ships, airlines, tour operators and premier destinations. Virtuoso is a leader in the luxury travel market with normalised sales between (U.S.). $28 and $32 billion. Visit for more information. www.virtuoso.com.
