Virtuoso Identifies 6 biggest shifts in luxury travel

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Demand for luxury cruising is on the up

Luxury travel spending is on the rise, with high‑net‑worth travellers increasingly seeking personalised, meaningful, safe and sustainable experiences, and relying on trusted advisors to navigate their complex travel needs.

That’s the picture emerging from travel advisor network Virtuoso, which shared fresh data during its 37th annual Virtuoso Travel Week in Las Vegas, where more than 4,800 industry professionals from 107 countries gathered to examine the state of the market.

According to Virtuoso, global luxury travel sales grew by 12% in the first half of 2025 compared with the same period last year, with hotel sales alone climbing nearly 26% and future high-value bookings of more than US$50,000 rising by 35%.

Beneath the headline growth, Virtuoso’s data highlights six key consumer trends reshaping the luxury space.

1 Big spend on cruising

Cruising continues to command a growing share of luxury travellers’ budgets. Virtuoso’s latest research shows that 30% of US clients and 20% of Canadian clients plan to cruise within the next year, with bookings exceeding US$50,000 per voyage rising 43% compared with last year, a clear indicator of demand for premium itineraries, private suites and elevated onboard experiences.

This ongoing momentum is reflected in CLIA’s most recent State of the Cruise Industry Report, which recorded a global all-time high of 34.6 million passengers in 2024, with projections for 2025 rising to 37.7 million.

CLIA further notes that the luxury and premium segments are leading this growth, with travel advisors reporting the strongest surge in bookings at the top end of the market and expecting 1.5 million travellers to choose a luxury cruise experience by 2028.

Luxury cruising is rising / Silversea's Silver Dawn

2 Rising dependence on travel advisors

As luxury trips become more personalised, with travellers prioritising enriching experiences alongside enhanced safety, the demand for professional guidance is climbing.

Virtuoso notes a 76% increase in consumers actively seeking out advisors through its platform, with three out of four clients naming safety and security as their main concern when planning travel.

For 65% of respondents, the leading benefit of working with a travel advisor is the extra layer of protection they provide, surpassing the value of upgrades, exclusive access or VIP perks.

This trend is echoed in external research. According to Preferred Hotels & Resorts’ inaugural Luxury Travel Report, produced with The Harris Poll, 84% of those surveyed felt that a trusted travel advisor offered better support than relying on internet research alone.

Demand for professional travel advisors is growing

3 Off-peak becomes peak

Once considered an off-season indulgence, fall travel now rivals the heights of summer and the holidays. Virtuoso data shows bookings in the autumn months have risen 30%, with sales 39% higher than last year. Holiday travel is also robust, with a 35% increase in bookings and a 38% rise in sales compared with 2024’s strong festive season, highlighting how high-end travellers are spreading demand across the calendar in search of better climates and fewer crowds.

This wider trend is reflected by Norwegian Cruise Line (NCL), which has expanded its European itineraries, offering a record 160 shoulder season voyages for 2025-2026 to meet strong demand, especially from GCC travellers. NCL reports that spring and early autumn sailings now attract more guests from the region, drawn by smaller crowds and longer days in port, making it possible to enjoy cultural and landmark experiences at a more relaxed pace.

NCL grows shoulder season cruises to meet GCC demand

Virtuoso predicts 2025 luxury travel trends

4 Rise of ’Wander Women’

Solo female travellers are emerging as a significant force in luxury travel, with women now making up 68% of solo journeys booked through Virtuoso.

Notably, many of these travellers are over 65, highlighting a growing confidence in independent exploration that pairs cultural curiosity with a desire for meaningful, sustainable experiences beyond the usual tourist trail.

Virtuoso describes this movement as the rise of ’Wander Women’, making it one of the fastest-growing dynamics in high-end travel globally.

This pattern for solo travel is mirrored in the Gulf region. Data from Middle East travel platform Wego reveals a steady uptick in solo travel among Saudi travellers, with nearly 4 in 5 (78.82%) booking solo journeys for summer 2025.

solo women travel shutterstock 2265029313

Solo female travellers are a rising demographic

5 Milestones and meaning lead the way

Family connections remain a powerful driver, with 53% of Virtuoso travellers planning multi-generational trips in the next year. Celebration travel is also surging, up 23% on 2024.

Preferences diverge across generations: Gen Z and Millennials are gravitating toward “meaning-making” journeys and non-traditional stays, while Boomers are at the forefront of sustainable choices, actively avoiding over-touristed destinations.

This shift aligns with Middle East travel platform Wego’s latest findings, which indicate increasing interest among GCC travellers for authentic, experience-led holidays that foster deeper engagement with local traditions and communities.

Family and celebration travel is on the rise

6 Boomers drive sustainability

Sustainability remains at the forefront of luxury travel decisions, with Virtuoso reporting that 64% of high-end travellers are interested in sustainable options and 42% willing to pay a premium for providers with strong environmental credentials. Advisors within the network also highlight climate change as a growing influence, with 79% noting that shifting weather patterns affect trip planning and more than half of clients opting to travel during milder seasons.

Boomers are especially prominent in driving these sustainable choices, actively favouring less crowded destinations and seeking to avoid over-tourism.

This approach echoes the broader trend towards ’detour destinations’, as nearly half (49%) of UAE travellers now choose to explore less-visited locations, according to Musafir.com’s latest data.

Destinations such as Salalah in Oman, Abha in Saudi Arabia, as well as Georgia, Armenia and Morocco, are growing in appeal due to their cooler climates and opportunities for authentic experiences away from traditional tourist hotspots

For more information, visit virtuoso.com