Virtuoso, a leading global network specializing in luxury and experiential travel, has announced the launch of Luxury Travel Trend Watch 2025, in partnership with travel trend forecasting company Globetrender.
Globetrender and Virtuoso leveraged global data from Virtuoso’s 2024 Brand and Travel Tracker study to identify seven trends that will shape the luxury travel landscape in 2025.
silver bullet wellness
With wellness tourism expected to grow 16.6% annually and reach $2.1 trillion by 2027, the Global Wellness Institute foresees the rise of “silver bullet wellness.”
Luxury travelers are seeking treatments for insomnia, cognitive decline, and disease prevention and are moving beyond traditional luxury treatments to life extension programs. Switzerland, Spain, Germany and Thailand are among the countries leading the way, as wealthy travelers prefer retreats that offer intensive, customized mind-body transformation.
fuck it list
While the term ‘bucket list’ has long dominated the travel world, the focus is shifting towards spontaneous, short-term experiences, reflecting the idea of ’carpe diem’.
From 2025 onwards, travelers will embrace “F**k-It Lists.” It’s a spontaneous, fun, and liberating adventure that prioritizes living in the moment and encourages splurging on more luxurious travel modes like yacht charters, first-class flights, and private jets. .
mood boarding
Philosopher Alain de Botton points out that the challenge of travel is to “take oneself with you” and emphasizes the importance of understanding the purpose behind the trip.
When planning a trip, most people think about the destination and activities and tend to overlook how they want to feel. By asking the right questions to tap into a client’s true motivations, travel designers can address deeper emotional needs, giving rise to the “mood boarding” trend. Imagine a candlelight banquet inside an Icelandic volcano.
XZ Beta Travel
By 2025, Gen Z parents will have “beta babies” and seven generations will travel together for the first time in history. This includes Generation Alpha, Millennials, Generation X, Baby Boomers, and Mature Generations. With XZ Beta Travel, young Gen Z parents travel with their children, and Gen X grandparents often fund the trip.
As a result, hotels are also adapting. For example, Shangri-La, Hong Kong Island has transformed an entire floor into a luxury haven for Beta Babies and Alphas, complete with communal spaces and themed rooms such as a treehouse and submarine. Located in the Italian Dolomites, Sonnwies offers wellness services for families, including milk baths and chocolate massages for children, as well as an aqua park, playground and zoo.
wonder woman
As more women of all ages choose adventurous solo travel, travel companies are responding by offering experiences tailored to this trend.
According to Virtuoso, 71% of solo travelers are women, and 47% of them have experienced divorce, separation or bereavement, highlighting the surge in travel after marriage or while raising a family. .
AmaWaterways will discontinue single supplements for solo travelers on some European river cruises in 2024, and Swiss travel network A Small World will introduce solo cruises targeting women over 55.・Started a company. For small group travel, Intrepid Travel is partnering with local women-owned travel companies to debut the first women-only trip to Saudi Arabia in November 2024.
memoir movement
This trend includes high-end travelers hiring professional film crews to document their travels and turn their vacations into personal legacies. Unlike the “set jet” trend, which focuses on visiting film locations, this trend allows clients to star in their own documentaries, tapping into the growing demand for personalized storytelling and memory preservation. It is reflected.
Companies like Cookson Adventures, Quintessentially Travel, Pelorus, and Joro Experiences turn travel into cinematic memories, providing virtually stunning documentation of extraordinary experiences.
extortion act
The seventh trend reflects the growing popularity of racquet sports such as tennis, pickleball, and padel during the holidays.
Companies like Pickleball in Paradise are now organizing racquet sports-themed vacations, and resorts around the world are capitalizing on this trend by adding state-of-the-art courts, clinics, and tournaments. Masu. Notable destinations include the Marbella Club, the birthplace of European padel, and Necker Island, where Richard Branson hosts the exclusive Necker Cup tennis tournament.
Cruise lines such as Crystal Cruises also offer pickleball and padel courts onboard.
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