Luxury travel advisor Virtuoso has offered insights into what's new and next in luxury travel in 2025 and beyond.
Virtuoso has based its findings on its data warehouse of $US90 billion in transactions and an ongoing series of advisor and consumer surveys.
The travel agency network has more than 20,000 travel advisors in 58 countries throughout North America, Latin America, the Caribbean, Europe, Asia Pacific, Africa and the Middle East.
The key takeaway from the data is that luxury travel remains robust, with Virtuoso reporting a 12 per cent sales increase for January through June when compared to the same timeframe in 2024. Hotels saw a nearly 26 per cent increase during the period, which climbed to more than 33 percent in the second half of the year.
While all travel categories show growth, cruise and tour bookings are projected to rise steadily. Virtuoso's consumer survey data indicates 30 per cent of US luxury travellers and 20 per cent from Canada plan to cruise within the next year, and they expect to spend on luxury sailings.
Future cruise sales one to two years out that exceed $50,000 per booking are up 43 percent compared to the same time last year. Overall, future travel bookings that exceed $50,000 are up 35 per cent year over year.
Shoulder season travel is now favoured by luxury travellers. Bookings for the American fall season are up 30 per cent, with sales 39 per cent above last year.
Festive season bookings follow closely, up 35 percent over 2024's robust holiday period, with a 38 per cent increase in sales.
Virtuoso also observed how different generations are approaching luxury travel. Gen Z and Millennials use travel as a catalyst for personal transformation, seeking "meaning-making" experiences and gravitating towards dynamic, immersive opportunities. In contrast, older generations tend to favor specialised interests, placing a high value on comfort and relaxation.
The desire for impactful travel continues to build, with 77 per cent of Virtuoso advisors surveyed reporting their clients are more interested in booking sustainable travel than they were just five years ago.
Across all generations, 64 percent of high-end travellers are interested in making sustainable travel choices during their trips, with 42 per cent willing to pay more for companies that have adopted environmentally friendly philosophies and practices. While Gen Z and Millennials are leading this charge, Boomers appear most invested in counteracting overtourism with their travel choices.
Women now represent 68 per cent of solo adventurers, many of whom are leading the charge toward more mindful, sustainable journeys and bypassing over-touristed areas. The movement is particularly strong among women over 65, whose independent spirit and appetite for discovery are redefining solo exploration.
"Coolcations" remain a strong trend, with 79 per cent of surveyed advisors agreeing that changing climate and/or extreme weather affect travel planning, and 55 per cent noting that clients are choosing off-season travel as a result. Top travel motivations include quality time with family – specifically multi-generational travel, which 53 per cent plan to do in the next year – and celebration travel, which is up 23 per cent year over year.
