Sustainability driving seasonal shift in luxury travel

Today’s luxury travellers are prioritizing decisions that reduce pressure on destinations, support local communities and enhance the overall travel experience according to a new survey of Virtuoso travel advisors.

When Virtuoso asked those advisors which aspect of sustainability has the greatest impact on their clients’ travel experiences, 57% of advisors pointed to avoiding overcrowded destinations as a top priority. Additionally, 25% identified supporting local communities and economies as a key factor shaping client preferences, reflecting the rising demand for more intentional and immersive travel experiences.

As well, advisors are seeing a notable shift in travel timing, with 79% reporting that their clients are more regularly choosing to travel during off-peak times. Among this group, 60% of advisors said their clients are motivated by the opportunity to avoid crowds and mitigate overtourism, while 29%  said they are drawn by the added value and flexibility of off‑season pricing.

Virtuoso also found that as interest in sustainable travel continues to grow, advisors say a lack of clarity outweighs concerns over cost. While 23% of advisors cited insufficient information as the primary reason clients hesitate to choose sustainable options, only 10% of advisors said their clients see price as a deterrent.

With travel advisors playing a critical role in addressing these perceptions by serving as a trusted source of clarity and expertise, those advisors say that travel companies should communicate clear, accessible details about their sustainability efforts, showing how these initiatives can both improve the travel experience and fit within a client’s budget.

Nearly half of advisors agree (49%) that firsthand sustainability experiences, like educational trips or study tours, are the most effective way for travel partners to showcase their efforts.

Jessica Hall Upchurch, Virtuoso’s vice chair and sustainability strategist, pointed out that: “Many travellers want to make more thoughtful decisions about when and where they travel, but they need clear guidance to do so with confidence.”

Hall Upchurch continued: “Advisors play a critical role in turning that intent into action, helping clients understand that through their choices, they can ease pressure on destinations and have an even better experience than they expected.”

Go to www.virtuoso.com for more.