Luxury travel is undoubtedly on the up, with high-net-worth globetrotters splashing out even more on bespoke, meaningful, and eco-conscious experiences, and increasingly turning to trusted advisors to navigate the complexities of their travel desires.
That’s the clear message from Virtuoso, as revealed during its 37th Annual Virtuoso Travel Week in Las Vegas earlier this month, where more than 4,800 global industry experts gathered to decode the shape of luxury travel today.
Spending soars, bookings boom
Between January and June 2025, global luxury travel sales soared by 12% compared to the previous year. Temple whispers across the industry: hotel sales were up nearly 26%, while high-value bookings (those exceeding US$50,000) shot up by an impressive 35%.
Six key trends of 2025
- Cruising a luxury cornerstone
Cruises remain a magnet for high spenders and Virtuoso’s figures show 30% of US clients and 20% of Canadians plan to cruise within a year, with $50K+ bookings per voyage up 43% year-on-year. - Trust in travel advisors
There’s been a remarkable 76% surge in travellers seeking advisors via Virtuoso. Safety and security dominate concerns, where three-quarters cite it as a primacy in planning, and 65% say advisors deliver that reassuring extra layer of protection. - Autumn over summer
The elegant “off-peak” fall is now trending, with bookings in autumn leaping 30%, and sales up 39%. Holiday travel also surged with bookings up 35% and sales up 38%, as travellers spread demand across the calendar for comfort and fewer crowds. - ‘Wander Women’ take the lead
Solo female travellers now account for 68% of Virtuoso’s solo bookings with many over the age of 65 seeking soulful, sustainable adventures that are off the beaten track. - Milestones, family bonds and meaning
53% of travellers are planning multigenerational trips, with celebration travel up 23% year-on-year. While Gen Z and Millennials crave meaningful travel, Boomers are opting for sustainability and lower-footfall destinations. - Boomers power sustainability
64% of luxury travellers are expressing interest in sustainable options, and 42% are ready to pay a premium for green-conscious providers. Advisors agree shifting weather patterns influence planning, as nearly 8 in 10 note that Boomers are leading the shift toward detour destinations.
Beyond Virtuoso: A broader picture of luxury travel in 2025
Personalisation, wellness and nature
Marriott’s 2025 Intentional Traveler Report revealed that 72% of affluent Asia-Pacific travellers plan to boost their luxury travel spending, prioritising tailored experiences, wellness, and connection with nature. An overwhelming 93% now expect personalisation, while 90% feature wellness as a booking key factor, far beyond mere spa perks. Nature-based escapes have also surged: rural retreats (28%, up from 19%) and safaris (30%) are growing fast, with 92% citing nature as a travel priority.
Quiet luxury
McKinsey-backed reports describe the decline of “revenge travel” and bring “quiet luxury” into focus—a preference for privacy, authenticity and serene exclusivity over ostentation. Travellers, especially younger ones, now lean toward understated, sustainable, and emotionally rich escapades like remote vineyard retreats or private cultural tours. The shift reflects a nuanced craving for experiences that speak to identity, not ego.
Health, longevity and slow travel
Gen Z and Millennial luxury travellers are gravitating towards wellness tourism. Think genetic screenings, mental wellness, digital detoxes, sleep-enhancing stays and prolonged journeys. The guiding principle? Travel that enriches the body, mind and soul, and not just the photo album.
Even broader indicators suggest that the uptick in luxury travel reflects confidence in the wider economy. Barron’s notes that high-income households ($250K+ earners) remain key drivers, bookings stay robust, with Virtuoso among the big networks reporting strong growth in high-value sales. Global projections anticipate luxury travel growing 5.2% in 2025, further underpinning economic optimism
Why it matters and what’s next
The luxury travel landscape is undergoing a significant transformation. It’s no longer about showcasing wealth and status, but about creating meaningful, emotionally resonant experiences. Personalisation has become a non-negotiable aspect of luxury travel, with travellers expecting bespoke experiences that cater to their individual needs and desires. Sustainability is also a key consideration, with luxury travellers demanding eco-friendly and responsible travel options.
As the industry continues to evolve, travel advisors are playing an increasingly important role in shaping the luxury travel experience. With trust and safety top of mind for travellers, advisors are well-positioned to provide guidance and expertise. The demographics of luxury travellers are also shifting, with solo women, multi-generational families, and Gen Z travellers all contributing to a diverse and rich landscape. By understanding these trends and adapting to the changing needs of luxury travellers, travel brands can stay ahead of the curve and deliver exceptional experiences that meet the evolving expectations of their clients.
To stay competitive, travel operators and advisors need to focus on curating unique, off-peak, and nature-driven packages that cater to the evolving tastes of luxury travellers. While digital tools and AI can enhance the travel experience, it’s essential to maintain a human touch, leveraging the expertise of travel advisors to provide personalised guidance and support. Delivering wellness and quiet-luxury experiences that prioritise calm, privacy, and mindful luxury can also help operators differentiate themselves in a crowded market.
Moreover, transparency is key when it comes to sustainability. Operators might consider prioritising showcasing genuine commitments to environmental responsibility and social accountability. As the industry continues to grow, understanding emerging markets and demographics is crucial. By recognising the diverse needs and values of new travellers, operators can tap into new sources of growth and stay ahead of the curve.
For us, the message is clear, and that is new luxury isn’t about being louder and all about being meaningful.
