VIRTUOSO Unpacks Latest Luxury Findings

With trends such as ‘coolcations’ and ‘wander women’ on the up, recent industry research by Virtuoso reveals a healthy global travel market, with some notable shifts.

Virtuoso, the leading global network specialising in luxury and experiential travel, has drawn upon its extensive network of travel advisors, partners and high-net-worth clientele to determine what’s new and what’s next in luxury travel. Respected as the leading “Voice of Luxury” and industry trend forecaster, Virtuoso has based its findings on a data warehouse of $80bn in transactions and an ongoing series of surveys.

The results of the extensive research were shared at the recent annual Virtuoso Travel Week in Las Vegas. Known as the Fashion Week of luxury travel, Virtuoso Travel Week is renowned for presenting the latest trends and news to thousands of industry leaders while driving multi-million-dollar travel sales each year.

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% and skyrocketed 211% over 2019, with future 2025-2026 sales already up 38% over last year. The demand for travel advisors remains high, with a 76% increase in consumers seeking out travel advisors so far this year via the network’s site, virtuoso.com.

While domestic travel dominates in autumn 2024, travellers are venturing afar 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 (up 168%), Japan (160%) and Saint Barthelemy in the Caribbean (up 155%). Major cities like 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, making this autumn a great time to visit.

Looking ahead

For the festive season, Mexico, Hawaii, Anguilla, Costa Rica and Saint Barthelemy are the most sought-after destinations, with Saint Lucia, the Dominican Republic, and Grenada coming on strong with double- and triple-digit percentage increases. Notably, Maui is up 66% for the holidays compared to last year. Autumn and festive season bookings are expected to be strong, with autumn bookings up 23% and festive season bookings up 32% compared to 2023.

When it comes to the hottest travel trends, Virtuoso advisors have noted continued demand for exclusive-use experiences such as VIP transportation, luxury yachts and private residences, along with itineraries that incorporate next-level stimulation and engagement. Requests for these exceptionally 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. Top motivations for ultraluxe travel are celebrations, passion- point experiences, like sports, arts, culture, concerts and festivals, and once-in-a-lifetime trips.

Of particular interest is a notable shift from focusing on a trip to-do list to an emphasis on how one feels during travel. Virtuoso’s research has identified that travellers prioritise curiosity and exploration, joy and happiness, and awe and wonder of nature as the top emotional drivers for luxury travellers. The intangibles of a travel experience are more compelling than checking off bucket list items.

Stay cool

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 0.5%. 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% of travellers are seeking relaxation and disconnection through wellness travel, while half are interested in hyper-personalised experiences and mental resets.

Solo female travel, dubbed as “wander women” by Virtuoso and Globetrender, has also seen significant growth, with women making up 71% of solo travellers. Additionally, as Gen Z begins having children in 2025 (Beta babies), the industry for the first time will see seven generations traveling simultaneously. Legacy travel, or the act of bringing all these generations together to celebrate milestones or to seek nostalgia and reconnection (24% according to the 2024 Virtuoso Brand & Travel Tracker study) is becoming increasingly popular. And 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.

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 overtourism. Sales for Virtuoso’s sustainable partners are an impressive $700m in 2023, with strategic alternatives such as Slovenia, Portugal, and Croatia emerging as attractive options to avoid crowded destinations at peak times. Virtuoso 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.

Further information – virtuoso.com