Virtuoso, the global network specialising in luxury and experiential travel, has unveiled fresh insights into what is driving the high-end market in 2025, revealing robust growth and evolving traveller preferences.
The findings, drawn from Virtuoso’s $135 billion data warehouse, consumer and adviser surveys, were revealed during the 37th annual Virtuoso Travel Week in Las Vegas, often dubbed the ‘Fashion Week of Luxury Travel’.
From January to June 2025, Virtuoso sales are up 12 per cent year-on-year, with hotels climbing almost 26 per cent and projected to hit 33 per cent in the year’s second half. Future travel bookings over $75,000 are up 35 per cent, while luxury cruise sales in the same bracket have surged 43 per cent. Cruise demand is strong, with 30 per cent of US and 20 per cent of Canadian luxury travellers planning to sail in the next year.
The appetite for personalised service is growing, with visits to virtuoso.com to find a travel adviser up 76 per cent. Safety and security rank as the top concern for 75 per cent of Virtuoso clients, with 65 per cent citing the peace of mind provided by advisers as their biggest benefit, outranking perks and upgrades.
Fall travel, once a shoulder-season option, is now in vogue, with bookings up 30 per cent and sales up 39 per cent. Festive season sales are 38 per cent higher than last year. Despite talk of travellers avoiding the US, inbound luxury sales to America are up 4 per cent so far this year and 27 per cent for fall. Other top fall destinations include Italy, France, the UK, Spain, Japan, Greece, Canada and Portugal, while Mexico, Costa Rica and Anguilla lead for holiday escapes.
Gen Z and Millennials seek transformative, immersive trips, favouring villas and unique stays, while older travellers prioritise comfort and relaxation. Sustainable travel interest is climbing, with 77 per cent of advisers seeing more demand than five years ago and 42 per cent of travellers willing to pay more for eco-friendly providers.
Women now make up 68 per cent of solo travellers, with those over 65 leading in mindful, sustainable journeys. Climate considerations are also shaping decisions, with 55 per cent of advisers noting clients are travelling off-season to avoid extreme weather. Multi-generational and celebration travel are also trending upward.
 
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