Virtuoso Shares Luxury Travel Traits —Together with That Advisors Are Reserving More $50,000 + Journeys

Luxury journey is flourishing in 2025, with high-end vacationers spending extra and turning to journey advisors for journeys that prioritize security, sustainability and transformative experiences, in accordance with new knowledge from Virtuoso.

Revealed in the course of the thirty seventh annual Virtuoso Travel Week in Las Vegas, the findings draw on the journey advisor community’s knowledge warehouse of $90 billion in transactions and an ongoing sequence of advisor and client surveys.

Here’s what Virtuoso’s analysis says is shaping luxurious journey proper now.

Luxury Travel Market Remains Strong With Growth in Bookings of $50,000 or More 

From January by June 2025, total Virtuoso gross sales are up 12% in comparison with the identical interval in 2024, with resorts seeing a surge of practically 26%, which jumps to greater than 33% within the second half of the yr. Cruise and tour bookings are additionally projected to see a gradual rise.

Cruising is especially in demand: 30% of U.S. luxurious vacationers and 20% of Canadians plan to cruise inside the subsequent yr.

Cruisers are additionally anticipating to spend extra. Bookings for future cruises that exceed $50,000 per reserving are up 43% yr over yr. And total future journey bookings of $50,000 or extra are up 35% in comparison with 2024.

RELATED: Why Luxury Travelers With $25K+ Budgets Are Turning to Travel Advisors

Safety Fuels Strong Advisor Demand

Interest in skilled steering is booming, with Virtuoso reporting a 76% enhance in shoppers looking for advisors by way of the community’s web site.

Safety is a number one issue: 75% of surveyed shoppers cite security and safety as prime priorities when planning journey, with 65% pointing to an added layer of safety as a prime advantage of utilizing an advisor, surpassing perks and upgrades, unique entry and VIP lodging.

Fall Travel Sees Record Growth

Once a shoulder season, fall is now in excessive demand amongst luxurious vacationers. Fall bookings are up 30% with gross sales 39% above final yr. Holiday season journey can be sturdy, with bookings up 35% and gross sales up 38% in comparison with 2024’s vacation interval. 

RELATED: Do Shoulder Seasons Still Exist? Advisors Say ‘Sort of’

Virtuoso’s knowledge reveals that the U.S. continues to be a prime draw, difficult the concept that worldwide guests are avoiding the vacation spot. Inbound journey gross sales to the U.S. have risen 4% for January to July this yr, with fall gross sales up 27%. Other prime fall locations embrace Italy, France, the U.Okay., Spain, Japan, Greece, Canada and Portugal, whereas Mexico, Costa Rica and Anguilla are particularly well-liked for vacation journey.

Generations Differ on Travel Preferences however Unite on Sustainability

Virtuoso famous that Gen Z and millennials are drawn to immersive, “meaning-making” experiences and distinctive lodging akin to villas, tents and lodges. Older generations lean towards specialised pursuits and prioritize consolation, favoring refined resorts. 

Sustainability is a rising precedence for all age teams. The majority (70%) of Virtuoso advisors say shoppers are extra curious about sustainable journey than they had been 5 years in the past, and 64% of high-end vacationers are curious about making sustainable decisions, with 42% keen to pay extra for eco-friendly corporations. While Gen Z and millennials are main this cost, child boomers appear to be essentially the most invested in avoiding overtourism.

The Rise of “Wander Women”

Women now make up 68% of solo vacationers, with many, particularly these over 65,  selecting aware, sustainable journeys and avoiding over-touristed areas. This “Wander Women” motion displays a rising urge for food for independence and discovery.

Coolcations Are Still Hot

Changing climate patterns are influencing journey choices, with 79% of Virtuoso advisors noting local weather impacts on journey planning and 55% saying shoppers are choosing low season journey.

Top motivations embrace spending time with household, with 53% of vacationers planning multi-generational journeys within the subsequent yr. Celebration journey can be up 23% year- over- yr.