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Virtuoso, the worldwide community specialising in luxurious and experiential journey, has drawn upon its intensive community of journey advisors, most popular companions and high-net-worth/ultra-high-net-worth clientele to find out what’s new and subsequent in luxurious journey, whereas additionally revealing the information and insights that show it. Revered because the main “Voice of Luxurious” and business development forecaster, Virtuoso has based mostly its findings on an information warehouse of (US) $80 billion in transactions and an ongoing sequence of surveys.
The outcomes of the intensive analysis had been shared on the 366h annual Virtuoso Journey Week, happening August 10-16, in Las Vegas at Bellagio Resort & On line casino, ARIA Resort & On line casino, The Cosmopolitan of Las Vegas and Vdara Resort & Spa. Often called the Trend Week of luxurious journey, Virtuoso Journey Week is famend for presenting the newest developments and information to hundreds of business leaders whereas driving multi-million-dollar journey gross sales annually.
The important thing takeaway is that journey stays sturdy, even in opposition to a backdrop of worldwide challenges. Yr-to-date gross sales have surpassed these of 2023 for a similar January-June timeframe by 14 p.c and skyrocketed 211 p.c over 2019, with future 2025-2026 gross sales already up 38 p.c over final 12 months. The demand for journey advisors stays excessive, with a 76 p.c improve in customers in search of out journey advisors up to now this 12 months by way of the community’s web site, virtuoso.com.
Outbound excels
Whereas home journey dominates in fall 2024, travellers are venturing afar in document numbers, with Italy, France, Mexico, the UK, Spain, Saint Barthelemy, Portugal, Canada and Japan topping the record. The biggest development areas year-over-year are Canada (+168 p.c), Japan (+160 p.c) and Saint Barthelemy (+155 p.c). Main cities like Paris, London, New York, Rome and Tokyo are displaying important will increase in comparison with 2023, whereas locations reminiscent of Taormina (Sicily), Napa and Amsterdam are seeing fee declines, making this fall a good time to go to.
For the festive season, Mexico, Hawaii, Anguilla, Costa Rica and Saint Barthelemy are probably the most sought-after locations, with Saint Lucia, the Dominican Republic and Grenada approaching robust with double- and triple-digit share will increase. Notably, Maui is up 66 p.c for the vacations in comparison with final 12 months. Fall and festive season bookings are anticipated to be robust, with fall bookings up 23 p.c and festive season bookings up 32 p.c in comparison with 2023. Moreover, Virtuoso’s most popular lodges are seeing fee will increase of 46 p.c within the Caribbean and eight p.c in Mexico.
Hottest journey developments
On the subject of the most popular journey developments, Virtuoso advisors have famous continued demand for exclusive-use experiences reminiscent of VIP transportation, luxurious yachts and personal residences, together with itineraries that incorporate next-level stimulation and engagement. Requests for these exceptionally high-end experiences have elevated for 89 p.c of Virtuoso advisors. Main developments in ultraluxe journey embody expedition cruises, unique locations (reminiscent of Fiji, the Maldives and Thailand) and African safaris. Prime motivations for ultraluxe journey are celebrations, passion-point experiences (like sports activities, arts, tradition, concert events and festivals) and once-in-a-lifetime journeys.
Of explicit curiosity is a notable shift from specializing in a visit to-do record to an emphasis on how one feels throughout journey. Virtuoso’s analysis has recognized that travellers prioritise curiosity and exploration (77 p.c), pleasure and happiness (65 p.c) and awe and marvel of nature (57 p.c) as the highest emotional drivers for luxurious travellers. The intangibles of a journey expertise are extra compelling than checking off bucket record objects.
Coolcations rise
Different developments embody an increase in journey to cooler climates, or “Coolcations,” to locations in northern Europe and Canada, that are up 44 p.c this summer time, whereas visits to hotter spots, together with Italy, Greece and France, have decreased by 0.5 p.c. Wellness journey is predicted to be a serious development this 12 months and into the subsequent, with a give attention to “Silver Bullet” wellness – a sub-trend coined by Globetrender in a forthcoming co-authored report with Virtuoso – highlighting hyper-specific, focused “cures” tailor-made to particular person wellness wants. A survey revealed that 70 p.c of travellers are in search of leisure and disconnection by wellness journey, whereas half are serious about hyper-personalised experiences and psychological resets.
‘Wander Ladies’ journey
Solo feminine journey, dubbed as “Wander Ladies” by Virtuoso and Globetrender, has additionally seen important development, with ladies making up 71 p.c of solo travellers. Moreover, as Gen Z begins having kids in 2025 (Beta infants), the business for the primary time will see seven generations touring concurrently. Legacy journey, or the act of bringing all these generations collectively to have a good time milestones or to hunt nostalgia and reconnection (24 p.c in accordance with the 2024 Virtuoso Model & Journey Tracker examine) is changing into more and more well-liked. And Virtuoso shared that when surveyed, 32 p.c of Gen Zs had been planning to journey with kids over the subsequent 12 months, with 42 p.c of them planning to take action underneath the steerage of a journey advisor.
Journey to off-the-beaten-path locations and at off-peak occasions is rising in recognition, aligning with the development towards extra accountable and sustainable journey as a response to overtourism. Gross sales for Virtuoso’s sustainable companions are a formidable $700 million in 2023, with strategic options reminiscent of Slovenia, Portugal and Croatia rising as enticing choices to keep away from crowded locations at peak occasions. Virtuoso advisors play an important position in educating shoppers about sustainable journey whereas fulfilling their journey aspirations. These efforts are detailed within the 2024 Virtuoso Influence Report, the primary ongoing examine that tracks luxurious journey’s optimistic contributions to sustainable journey.
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