The 2025 Virtuoso Luxe Report reveals the future of luxury travel

For luxury globetrotters, 2025 was the year of meaningful extremes — icy frontiers, solo sailings and adventures with a wellness twist to match. The annual Virtuoso Luxe Report 2025 from the global luxury travel collective Virtuoso highlights a rising appetite for experiences that transform, reconnect and justify their price tag. The survey is a good snapshot of trends in luxury travel as the ILTM Cannes, Europe’s top luxury travel trade show, is taking place from December 1 to 4 on the French Riviera.

Advisors surveyed across 58 countries say demand is trending upward. Half expect bookings to increase slightly, while 20% predict a major surge. More than half also see travelers spending a bit more per trip next year, even as 28% foresee prices leveling off.

But this era of “luxury, redefined” is less about unchecked splurging and more about smart splurging. Travelers are increasingly cost-conscious, focused on extracting value which reinforces the role of the travel advisor as part planner, part strategist.

Cold is the new coast

The northern-tilting “coolcation” trend is holding strong. Antarctica jumped to the second-most buzz-worthy destination — a boost driven by new small-ship expedition cruises showcasing untouched ice panoramas. Norway and Iceland remain top picks for travelers escaping heat waves and peak-season crowds. Advisors report that nearly half of their clients are now altering plans because of climate disruptions. About 78% are steering plans toward shoulder or off-peak seasons, and 76% favor destinations with milder weather than the year prior.

Solo ships, shared stories

Cruising -be it ocean, river or expedition fleets- is powering the solo travel boom. Smaller vessels are winning favor for perceived security and instant community: built-in excursions, social programming and even tailored cabins for one now make it easier to meet like-minded company on the water without a tag-along itinerary.

Born to be mild

While some travelers want true extremes, others are opting for “soft adventure,” blending activity with serenity. Destinations such as Morocco, Costa Rica, and Bhutan are drawing guests who want sweat and soul. Such as jungle hikes that end in spa rituals, or Himalayan treks paired with meditation and monastery stays.

From bucket list to feed list

Inspiration now comes at hyperspeed. Social platforms like TikTok are reshaping itineraries, driving interest toward unexpected locations. Yet advisors note a shift: instead of coming with a preset destination wish, clients increasingly open with a blank-slate prompt : “Where should we go next?”

Palate as a passport

Dining has crossed over from perk to pillar. For many high-end travelers, culinary immersion is the journey. Advisors say clients want more than a reservation. They look for food tours, tucked-away markets and authentic street eats. Planning these custom eating adventures can take weeks or months, with truffle hunts and vineyard crawls edging out the traditional tasting menu.

What’s climbing, what’s classic

Portugal has claimed the No. 1 spot for destinations gaining traction. The country is prized for value, gentle weather and standout cuisine. The Azores in particular earned shout-outs for scenery and singularity. Meanwhile, staples of high-end travel such as Italy, France and Greece, remain the international heavyweights. Paris, ever the anchor city, held its crown, while Tokyo cracked the top five on unstoppable momentum.

Japan also emerged as a favorite for luxury family trips, combining cultural rituals like Ryokan stays and tea ceremonies with new attractions on the horizon.

Croatia is still pulling crowds to Dubrovnik, but advisors say inland Istria, underscored by truffle-foraging and wine trails, is increasingly the real draw for epicures ready to go off script.

Collectively, more than 2,200 advisors from Virtuoso-aligned agencies across North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East contributed to the survey, turning client requests and regional insight into a roadmap for the evolving world of high-end travel.

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