The 2025 Virtuoso Luxe Report, based on insights from Virtuoso’s global network of luxury travel advisors, has revealed key trends for the year ahead. It shows a rising demand for transformative experiences, fuelled by adventure and a desire to build deeper connections with family, friends, and new destinations.
In 2025, Virtuoso clients will continue to prioritise exploration and personalised experiences, but with a growing focus on maximising value without compromising quality. While luxury travellers are still willing to spend more, they are increasingly mindful of rising costs and want to ensure their investment enhances their travels, making their relationship with a trusted travel advisor even more essential. Half of Virtuoso advisors surveyed expect a slight rise in travel demand next year, with 20% anticipating a significant increase. Additionally, 55% predict a modest uptick in spending per trip, while 28% expect prices to remain steady.
The report identified five key trends highlighting how upscale globetrotters are establishing their influence in the travel-sphere for 2025.
1. Iceolated escapes
The “coolcation” trend shows no signs of slowing down, as more travellers request cold-weather destinations to escape the rising temperatures and avoid crowds. Antarctica, with its expanding cruise options and icy landscapes, has surged in popularity, climbing from fifth place last year to second among the top destinations to watch. Norway and Iceland also rank in the top five, reemphasising the trend toward northern European countries. This shift is largely driven by climate change, with nearly half of advisors reporting that their clients are altering their plans due to its effects. 78% of advisors say clients are opting for shoulder season or off-peak travel, while 76% say they now favour destinations with more moderate weather – up five points from last year.
2. Sailing solo
Travellers seeking freedom and flexibility have no hesitation going it alone, and cruising is proving to be a key trend among the solo set, with expedition, ocean and river cruises ranking among the top travel experiences for the coming year. Promoting personal growth and self-reliance, solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers if desired. Solo cruising can provide a sense of security, as small-ship cruises allow excursions alongside like-minded companions in more intimate groups. Many cruise lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.
3. Born to be mild
Adventure and wellness continue to be significant motivators, but in 2025, upscale travellers will pursue a harmonious balance of exhilaration and relaxation. While some venture to the extreme frontiers of Antarctica and Alaska, others are drawn to destinations like Morocco, Costa Rica and Bhutan, where physical activity meets holistic wellness practices. These “softer” adventures not only cultivate personal accomplishment but give travellers the chance to unwind and recharge, leaving them refreshed and ready for their next big adventure.
4. You tell me travel
Rather than sticking to well-worn bucket lists, travellers are finding new inspiration in documentaries, books, beloved films and recommendations from friends and family. TikTok continues to wield significant influence, showcasing lesser-known destinations through rapid-fire clips. However, nothing compares to the expertise of travel advisors, who note that clients are increasingly asking, “Where to next?” instead of naming a specific destination.
5. Palate and place
Culinary experiences have become a crucial element of luxury travel, and globetrotters are prioritising gastronomic discoveries that showcase the authentic local flavours and unique traditions of the places they visit. High-end visitors want meals that go beyond traditional dining, with an emphasis on experiences that immerse them in a destination’s culture through its cuisine – think food tours, hidden markets and one-of-a-kind eateries, like the best food trucks and street vendors. As a result, some advisors report spending weeks, even months, curating the ideal culinary immersion for their clients to savour.
Key findings from the 2025 Virtuoso Luxe Report, as measured across more than 50 countries, revealed that Portugal has risen to top the list of destinations after finishing fourth last year. The destination’s appeal has broadened thanks to its mild climate, flavourful cuisine and stunning scenery, particularly in the Azores.
Meanwhile, classic favourites – Italy, France and Greece – continue to dominate as top international destinations. Paris holds steady as the preferred city, but Tokyo’s momentum has carried it into this year’s top five. Japan was also named a favourite among families, offering unique cultural experiences like ryokan stays and tea ceremonies, alongside family-friendly attractions such as the upcoming Universal Expo and the Studio Ghibli Museum.
Croatia remains popular, with Dubrovnik still drawing crowds, but there’s growing interest in lesser-known spots like inland Istria, especially among gourmet enthusiasts who are looking to go beyond the obvious to enjoy truffle hunting and wine tasting.
The report also shared the top aspects of sustainable tourism, namely wildlife conservation/interaction, avoiding over-touristed destinations, booking with companies that employ locals, giving back to/supporting local communities, and conservation of land and the environment.
View the full report here.
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