Virtuoso, the global network specialising in luxury and experiential travel, has declared that high-end travel is booming in 2025. And as the host of Virtuoso Travel Week in Las Vegas, often called the “Fashion Week of Luxury Travel,” it’s well placed to know.
The latest findings offer a clear view into what’s driving the industry in 2025 and what to expect through the rest of the year and beyond.
Drawing on US $90 billion in transactions plus consumer and advisor surveys, Virtuoso reports overall sales are up 12% in the first half of 2025 compared to last year. Hotels are the star performers, with bookings surging 26% – and over 33% in the second half of the year. Cruises are also making waves, with big-ticket sailings (over $50,000 per booking) up 43%.
Autumn, once the “shoulder season,” is now prime time, with bookings up 30% and holiday travel not far behind. The U.S. remains a magnet for high-end visitors, joined by perennial favourites like Italy, France, Japan and warm-weather escapes such as Mexico and Costa Rica.
Generational tastes are shifting travel styles: Gen Z and Millennials crave immersive, transformative trips, often in villas, tents and lodges while Boomers lean towards comfort and are surprisingly active in combatting overtourism. Sustainability is a rising priority, with 64% of luxury travellers aiming to make eco-friendly choices.
One standout movement? “Wander Women” – solo female travellers, especially over-65s, embracing mindful, independent adventures.
When it comes to travel trends, “coolcations” are holding strong. Nearly 80% of Virtuoso advisors say climate and extreme weather are influencing trip planning, with over half of clients choosing cooler destinations or off-peak travel to beat the heat. Multi-generational trips are also on the rise, with 53% planning family adventures in the next year, alongside a 23% uptick in celebration travel marking milestones in style.
So, whether it’s family gatherings, milestone celebrations, or personal discovery, 2025 is proving that luxury travel is as much about meaning as it is about money.
Read the full report here
