Virtuoso Shares Luxury Travel Stats & Trends at 37th Travel Week

Global luxury travel network Virtuoso says sales in the first half of 2025 are up 12% year-over-year, reflecting growth across all preferred partner categories and on pace for another record. 

Speaking at the opening of the 37^th annual Virtuoso Travel Week, Executive Vice President David Kolner says the immediate future looks very bright, with bookings for fall and festive travel this year up 30% and 35% year-over-year, respectively. 

The trend holds for future sales (travel booked for 2026 and 2027) too, which are 24% higher compared to the same timeframe last year, Kolner said. 

Importantly, Kolner said that proprietary research has revealed that millions of high-net-worth individuals have increased interest in using a travel advisor across all global markets, though different generations seek varying traits in an advisor. 

Gen Z and Millennials want to work with someone who is not only ambitious but also tuned into cultural sensitivities, while Gen X and Boomers want an advisor who has attention to detail and is familiar with all the rules and regulations in travel, Kolner said. 

Virtuoso research draws upon its network of travel agencies and advisors, preferred partners and high-net-worth/ultra-high-net-worth clientele to determine what’s new and next in luxury travel. 

The latest research illustrates that luxury travel remains robust overall, while also acknowledging that “your mileage may vary” as different sectors see variances across markets. 

Using January-June figures, Virtuoso says a key takeaway is that luxury travel remains robust. Significantly, hotels have seen a nearly 26% increase, which climbs to more than 33% in the second half of the year. 

Cruise and tour bookings are projected to see a steady rise. In fact, Virtuoso’s consumer survey data indicates 30% of luxury travellers from the U.S. and 20% from Canada plan to cruise within the next year, and they expect to spend on luxury sailings. 

Virtuoso future cruise sales one to two years out that exceed $50,000 per booking are up 43% compared to the same time last year. Overall, future travel bookings in the $50,000 and above category are up 35% compared to 2024.  

This appetite for enriching and personalized travel experiences translates into higher demand for professional guidance. Virtuoso reports a sustained 76% increase in the number of consumers seeking out travel advisors via the network’s site, virtuoso.com.

Off-peak season travel is another key trend. Once considered shoulder season, fall travel is now favoured amongst the luxe set. Virtuoso reports its fall bookings are up 30% with sales 39% above last year, followed closely by festive season bookings 35% higher than 2024’s robust holiday period and sales up by 38%. 

The perception that international travellers are avoiding the U.S. is also challenged, as Virtuoso data shows that America still rates high with its luxury clientele across the globe, including those from Australia and Canada.

Inbound travel sales to the U.S. have seen a modest uptick of four percent for January to July this year, while fall sales are up 27%. Joining the U.S. on the top 10 list for fall getaways are perennial favorites such as Italy, France, the UK, Spain, Japan, Greece, Canada and Portugal. Warm weather spots such as Mexico, Costa Rica and Anguilla are especially popular for holiday travel.

A happy trend is that the desire for more impactful travel continues to build, with 77% of Virtuoso advisors surveyed reporting that their clients are more interested in booking sustainable travel than they were just five years ago. 

Across all generations, 64% of high-end travellers said they are interested in making sustainable travel choices during their trips, with 42% willing to pay more for companies that have adopted environmentally friendly philosophies and practices.