Virtuoso takes a deep dive into what’s new and what’s next 

Virtuoso has taken a deep dive into “what’s new and next in luxury travel. Based on data drawn from its network of travel agencies and advisors, preferred partners and high-net-worth/ultra-high-net-worth clientele, Virtuoso offered insights on what’s driving the industry in 2025 and what to expect through the rest of the year and beyond.

The findings were revealed during the 37th annual Virtuoso Travel Week in Las Vegas – with the key takeaway being that luxury travel remains robust, with Virtuoso reporting overall sales are up 12% for January through June when compared to the same timeframe in 2024.

Significantly, hotels have seen a nearly 26% increase, which climbs to more than 33% in the second half of the year. While all travel categories show growth, according to Virtuoso, 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, www.virtuoso.com.

According to Virtuoso’s 2025 Global Luxury Traveler Report, an annual survey of ultra-high-net-worth and high-net-worth travellers across 17 countries, 75% of Virtuoso clients say safety and security are of leading importance when planning travel, with 65% citing an added layer of protection as a top benefit of using an advisor, surpassing perks and upgrades, exclusive access and VIP accommodations.

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 4% 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 favourites such as Italy, France, the UK, Spain, Japan, Greece, Canada and Portugal. And warm weather spots such as Mexico, Costa Rica and Anguilla are especially popular for holiday travel.

Go to www.virtuoso.com for more.