Published on
August 15, 2025
As 2025 enters its second half, Virtuoso—the preeminent global network dedicated to luxury and experiential travel—reports consequential changes in both consumer preferences and sector trajectories. Increasing demand for travel to the United States, Italy, France, and other global hubs for the fall and festive travel windows indicates a vigorous rebound among high-net-worth and ultra-high-net-worth segments. Drawing on data derived from Virtuoso’s expansive consortium of travel agencies, advisors, and preferred partners, the report distills the core travel behaviors that will exert influence on the luxury segment for years to come. Leveraging transaction data that surpasses $90 billion, in concert with continual surveys of both travelers and travel advisors, Virtuoso presents a detailed and data-rich portrait of luxury travel in the latter stages of 2025.
Robust Growth in Luxury Travel Sales
Virtuoso’s data highlights a 12 percent increase in luxury travel sales for January through June 2025, compared to the same period in 2024. The significant growth is a clear indication of the resilience of the luxury travel market. Hotels have seen a nearly 26 percent increase in sales, with expectations of this rising by more than 33 percent in the second half of the year. The upward trend isn’t limited to just accommodations. Cruise and tour bookings are projected to increase steadily, reinforcing the continued demand for high-end travel experiences. This surge in demand reflects the growing appetite for personalized travel, with many travelers opting for more exclusive, tailored experiences.
Cruise Travel Remains Strong
Cruises have emerged as a major focus in the luxury travel market, particularly among U.S. and Canadian travelers. Virtuoso reports that 30 percent of U.S. luxury travelers and 20 percent of Canadian travelers are planning to embark on luxury cruises within the next year. More notably, bookings for future cruises exceeding $50,000 per booking have risen by 43 percent compared to last year. This upward trend in cruise bookings reflects a shift toward longer, more luxurious voyages. This growing interest in luxury cruises further illustrates that travelers are opting for higher-end experiences, with a focus on comfort and personalization during their voyages.
The Role of Travel Advisors
With the rise in demand for more curated travel experiences, luxury travelers are increasingly turning to professional advisors for guidance. Virtuoso has reported a 76 percent increase in consumers seeking out travel advisors through its platform. According to Virtuoso’s 2025 Global Luxury Traveler Report, 75 percent of clients consider safety and security to be their top priorities when planning trips, with 65 percent of travelers valuing the added protection and peace of mind that comes with using a travel advisor. This reinforces the critical role that expert guidance plays in the luxury travel market, as high-end travelers look for seamless, secure, and personalized travel planning.
Fall and Festive Season Travel Surge
Fall, traditionally viewed as a shoulder season, is now emerging as a peak period for luxury travelers. Virtuoso reports that fall bookings are up by 30 percent, with sales 39 percent higher than last year. This surge shows that luxury travelers are increasingly opting for the more relaxed atmosphere and fewer crowds that fall offers. The holiday season is also witnessing robust growth, with festive season bookings up 35 percent over the previous year. These findings point to the growing preference for off-season travel, where travelers can enjoy exclusive experiences without the peak-season crowds.
The U.S. and Top Global Destinations Remain Popular
Despite shifting travel preferences, the United States remains a dominant player in the luxury travel market. Inbound U.S. travel saw a four percent increase in sales from January to July 2025, with fall sales projected to rise by 27 percent. The U.S. continues to be a key destination for luxury travelers, along with perennial favorites like Italy, France, the UK, Spain, Japan, Greece, Canada, and Portugal. For holiday travel, warmer destinations such as Mexico, Costa Rica, and Anguilla are in high demand, reflecting the growing desire for relaxation in tropical climates during the colder months.
Generational Shifts in Travel Preferences
Virtuoso’s report also highlights the generational differences in luxury travel preferences. Younger generations, particularly Gen Z and Millennials, are increasingly using travel as a catalyst for personal transformation, seeking immersive and dynamic experiences. These travelers are gravitating toward “meaning-making” opportunities, looking for journeys that offer a deeper connection to their destinations. In contrast, older generations place a higher value on comfort, relaxation, and exclusivity. As a result, luxury travel continues to cater to a wide array of preferences, from transformative experiences to relaxation-focused retreats.
Sustainability in Luxury Travel
Sustainability continues to be a driving force in the luxury travel market. Virtuoso reports that 64 percent of high-net-worth travelers are interested in making eco-conscious choices during their trips, with 42 percent willing to pay more for services that prioritize sustainable practices. Gen Z and Millennials are leading the charge when it comes to sustainable travel, while Baby Boomers are particularly focused on counteracting overtourism by choosing destinations that emphasize environmental responsibility. This growing interest in sustainability highlights the shifting priorities of luxury travelers, as they seek to make a positive impact through their travel choices.
Solo Travel and the “Wander Women” Movement
The rise of solo female travelers, known as the “Wander Women” movement, is another trend reshaping the landscape of luxury travel. Women now represent 68 percent of solo travelers, with many opting for more mindful, sustainable travel experiences. The movement is particularly strong among women over 65, whose independent spirit and desire for exploration are redefining solo travel. These travelers are increasingly bypassing over-touristed areas in favor of quieter, more sustainable destinations, contributing to a shift away from heavily crowded locations.
Off-Season Travel and “Coolcations”
As climate change and extreme weather patterns continue to impact global travel, more luxury travelers are opting for off-season vacations or “Coolcations.” Virtuoso reports that 55 percent of travel advisors are seeing a rise in off-season bookings, with travelers seeking destinations with cooler temperatures and fewer crowds. This trend reflects a broader desire to avoid high-season congestion while enjoying the benefits of more peaceful, exclusive travel experiences.
A Bright Future for Luxury Travel
The luxury travel sector is charting a trajectory of notable expansion, and data released by Virtuoso identify crucial trends likely to shape the industry through 2025 and the years thereafter. Notable is the surge in both autumn and Christmas-season bookings, alongside a pronounced quest for travel that is both sustainable and profoundly transformative. Destinations such as the United States, Italy, and Mexico will maintain their magnetism for the affluent, and the travel advisor’s role will continue to be indispensable, offering experiences that are bespoke, secure, and finely curated. With these dynamics in play, the luxury travel market appears well-positioned for ongoing and robust growth.
