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Virtuoso, a global network specializing in luxury and experiential travel, leverages its extensive network of travel advisors, preferred partners and affluent/ultra-high net worth clients to predict current and upcoming trends in luxury travel, and also publishes the data and insights to prove it. Recognized as the leading “voice of luxury” and industry trend forecaster, Virtuoso publishes its findings based on its USD 80 billion transactional data warehouse and an ongoing series of surveys.
The results of the extensive survey were announced at Virtuoso Travel Week, a 366-hour annual event held at Bellagio Resort & Casino, ARIA Resort & Casino, The Cosmopolitan of Las Vegas and Vdara Hotel & Spa in Las Vegas from August 10 to 16. Known as luxury travel’s fashion week, Virtuoso Travel Week is renowned for showcasing the latest trends and news to thousands of industry leaders while driving millions of dollars in travel sales each year.
The key takeaway is that travel remains strong against the backdrop of global challenges: sales so far this year are 14% higher than sales for the same January-June period in 2023 and have soared 211% over 2019, and sales through 2025-2026 are already 38% higher than last year. Demand for travel advisors remains high, with consumers seeking travel advisors through the network’s site, virtuoso.com, up 76% so far this year.
Outbound is better
While domestic travel dominates in fall 2024, record numbers of travelers are venturing further afield, including to Italy, France, Mexico, the UK, Spain, St. Barthélemy, Portugal, Canada and Japan. The largest growth regions year-over-year are Canada (+168%), Japan (+160%) and St. Barthélemy (+155%). Major cities like Paris, London, New York, Rome and Tokyo are showing significant increases compared to 2023, while destinations like Taormina (Sicily), Napa and Amsterdam are seeing price drops, making this fall a great time to visit.
For the holiday season, Mexico, Hawaii, Anguilla, Costa Rica and St. Barthélemy are the most popular travel destinations, with St. Lucia, Dominican Republic and Grenada also performing well with double-digit and triple-digit increases. Maui in particular is up 66 percent for the holiday season compared to last year. Fall and holiday bookings are expected to be strong, with fall bookings up 23 percent and holiday bookings up 32 percent compared to 2023. Additionally, Virtuoso recommended hotels are seeing rate increases of 46 percent in the Caribbean and 8 percent in Mexico.
The hottest travel trends
In terms of the hottest travel trends, Virtuoso advisors note continued demand for exclusive experiences such as VIP transportation, luxury yachts and private residences, as well as itineraries that incorporate next-level excitement and engagement. 89% of Virtuoso advisors are seeing an increase in requests for these ultra-luxury experiences. Key trends in ultra-luxury travel include expedition cruises, exotic destinations (e.g., Fiji, Maldives, Thailand) and African safaris. Primary motivations for ultra-luxury travel are celebrations, passion experiences (e.g., sports, arts, culture, concerts, festivals) and once-in-a-lifetime trips.
What’s particularly interesting is the clear shift away from a focus on the travel to-do list and toward how they feel while traveling. Virtuoso research found that travelers prioritize curiosity and exploration (77%), joy and happiness (65%), and awe and wonder at nature (57%) as the main emotional drivers for luxury travel. The intangibles of a travel experience are more appealing than checking off an item on a bucket list.
Coolcations are on the rise
Other trends include an increase in trips to cooler climates in Scandinavia and Canada, or so-called “coolcations,” which are up 44 percent this summer, while visits to warmer destinations like Italy, Greece and France are down 0.5 percent. Wellness travel is expected to be a big trend this year and next, with a focus on “silver bullet” wellness (a sub-trend created by Globetrender in a forthcoming report co-authored with Virtuoso), emphasizing very specific and targeted “treatments” tailored to individual wellness needs. The survey revealed that 70 percent of travelers seek relaxation and escape from the everyday through wellness travel, with half interested in hyper-personalized experiences and a mental reset.
“Wonder Woman” Journey
Solo female travel, which Virtuoso and Globetrender have dubbed “Wander Women,” has also seen a significant increase, with women now making up 71% of solo travelers. In addition, in 2025, Gen Z will start having children (beta babies), meaning that for the first time in the travel industry, seven generations will be traveling at the same time. Legacy travel, or the act of all these generations coming together to celebrate milestones, seek nostalgia or reunion (24% according to the 2024 Virtuoso Brand & Travel Tracker survey), is becoming increasingly popular. Virtuoso also revealed that, according to a survey, 32% of Gen Z plan to travel with their children in the next year, and 42% of them plan to do so under the guidance of a travel advisor.
In response to overtourism, off-the-beaten-path destinations and off-peak travel are growing in popularity, in line with the trend towards more responsible and sustainable travel. Virtuoso’s sustainable partners are projected to have a staggering $700 million in sales in 2023, with strategic alternatives such as Slovenia, Portugal and Croatia emerging as attractive options to avoid crowded destinations at peak times. Virtuoso’s advisors play a key role in educating their clients about sustainable travel and helping them fulfill their travel aspirations. These efforts are detailed in the 2024 Virtuoso Impact Report, the first ongoing study tracking luxury travel’s positive contribution to sustainable travel.
