The trends shaping luxury travel in 2025

Sustainable travel, wellness travel and multi-generational travel are just three of the trends continuing to gain traction

As we rapidly approach the last quarter of 2024, new research reveals how luxury travel is evolving in response to changing consumer preferences and global dynamics. According to recent insights from global luxury travel agency network Virtuoso, the demand for exclusive, meaningful and sustainable travel – something we saw emerge in the years prior to Covid – continues to surge. Travel in general, too, is still in a boom period, despite global political and economic challenges. At Virtuoso’s annual Travel Week, held in Las Vegas earlier this month, five significant trends were highlighted as the ones to watch in 2025 and beyond.

Exclusive-use experiences

In the realm of ultraluxe travel, the demand for exclusive-use experiences – such as private yachts, luxury residences, and VIP transportation – has surged. Virtuoso advisors report an 89 per cent increase in requests for these high-end, personalised experiences.

Expedition cruises, exotic destinations like Fiji and the Maldives, and African safaris are leading the charge in this segment. These trips are often motivated by special celebrations, passion-driven experiences such as attending cultural events or festivals, and the desire for once-in-a-lifetime adventures.

Experiences that foster connection

There continues to be a growing emphasis on the emotional impact of travel, as opposed to merely checking off bucket-list destinations. Virtuoso’s research reveals that travellers are prioritising feelings of curiosity, joy and awe during their journeys. This trend highlights a desire among consumers for a deeper connection to the experiences that travel can provide, focusing on personal fulfillment rather than just sightseeing.

‘Coolcations’ and wellness travel

Among the emerging trends is the rise of “coolcations” – travel to cooler climates, particularly in northern Europe and Canada. This trend has seen a 44 per cent increase throughout June, July and August 2024, contrasting with a slight decline in travel to traditionally warmer spots like Italy and Greece.

Wellness travel is another major trend, with a growing focus on hyper-specific, targeted wellness experiences. Dubbed “Silver Bullet” wellness, this trend caters to individual needs with tailored “cures” and treatments. According to Virtuoso, 70 per cent of travellers are seeking relaxation and disconnection, while half are interested in highly personalised wellness experiences and mental resets.

Solo female travel and multi-gen travel

Solo female travel, another trend we saw booming in the years leading up to Covid, is gaining traction, with women making up 71 per cent of solo travellers.

Additionally, the anticipated arrival of Gen Z’s first children in 2025 – who Virtuoso has labelled “Beta babies” – is expected to introduce a new dynamic in family travel, with seven generations potentially travelling together for the first time in history. This multi-generational trend is growing in popularity, with families seeking to reconnect and celebrate milestones together. A significant portion of Gen Z travellers (32 per cent) plans to travel with children, often under the guidance of a travel advisor, according to Virtuoso.

Sustainable travel as a growing priority

As the world becomes more and more conscious of the environmental impact of travel, the trend toward sustainable and off-the-beaten-path destinations is (thankfully) gaining momentum. Virtuoso’s sustainable partners generated an impressive $700 million in sales in 2023, with destinations like Slovenia, Portugal and Croatia emerging as popular alternatives to the more crowded go-tos of Italy and France.