The Experientialist® returns to Vegas for the 36th annual Virtuoso Travel Week and uncovers the trends and insights set to define luxury and experiential travel, from the distinguished ‘who’s who’ of the industry.
It’s been an incredible year in luxury travel. But don’t just take it from us and the journeys we’ve made in 2024 alone… but from the leading, global travel community that is Virtuoso®, the ‘voice of luxury’ in tourism. If anyone should know, it’s them. Comprising over 21,000 expert travel professionals worldwide, each with valued connections to like-minded travellers who seek out luxury, exceptional service, and meaningful experiences, the Virtuoso® network is responsible for linking clients with the best the world has to offer – more than 2,300 exclusive experiences, to be precise.
From what we hear from them collectively, this has been a record-breaking year. While 2024 isn’t over yet, luxury travel sales through Virtuoso® have already exceeded 2023 figures by 14%, and astonishingly, surpassed the pre-pandemic peak of 2019, by over 211%! Like this year’s hot summer, the surging demand for travel shows no sign of cooling. The network’s advisors report that sales for 2025 and 2026 are already up by an impressive 38% compared to last year.
Where to?
So, where is the jet-set heading and why? It appears that climate change is playing a significant role. There’s been a marked rise in ‘cool-cations’ this summer, as travellers seek destinations that aren’t swelteringly hot. Northern Europe, in particular, is experiencing a boom. Finland has seen a remarkable 150% increase in bookings, Norway 89%, and Iceland 62%, while the more universally popular Sweden and Denmark have also seen growth, with interest rising by 17% and 16% respectively. Closer to home, the United Kingdom is also in demand and so is France (although the Paris Olympic Games may partially have driven this). Over in North America, Canada has experienced an extraordinary boost of 168%, and in Asia, Japan is witnessing similar growth, with luxury bookings up by an impressive 160%.
However, this doesn’t mean that sunny holidays aren’t still in vogue. While Virtuoso® agents haven’t reported year-on-year growth in warmer destinations – following the astronomical surge in demand during 2023 – people are still flocking to them, though visitation is now more evenly spread throughout the year. In a time when ‘overtourism’ is a hot topic, this shift is likely a welcome relief for residents of popular luxury summer destinations like Italy, Spain, and Portugal. The Caribbean continues to attract travellers, with Saint Barthelemy seeing a 155% increase in bookings.
This trend is further supported by traditionally warmer destinations seeing an increase in tourists wanting to visit from autumn through to spring, including Anguilla, Costa Rica, Hawaii, Mexico, and Saint Lucia. Additionally, Virtuoso® hoteliers have noted a distinct shift in summer-seasonal destinations, with many extending their offerings much later in the year, sometimes staying open well beyond Christmas and into the New Year, particularly in the showcase regions of France, Greece, and Italy.
So, what does the Experientialist® deduce from all this?
Start planning and booking as early as possible to secure the best availability and rates. Consider off-the-beaten-track destinations and experiences for more unique and rewarding journeys. However, if you’re still keen to fulfil your wanderlust, try travelling during off-peak and shoulder seasons. While the world continues to grapple with the effects of climate change, this can mean more favourable weather is likely to be in your favour, as well as the opportunity to ‘beat the crowds’ and enjoy better luxury for your money.
The inside track
As much as we’re interested in knowing where people travel, we’re equally curious about where they don’t. These less-visited destinations often offer more affordable luxury experiences away from the madding crowd. Carolyn Addison, Head of Product at boutique travel agency Black Tomato, mentioned that their travel consultants are even advising clients to “avoid chasing Instagram destinations and seek out hidden gems instead”.
Several Virtuoso® agents we spoke to recommended alternatives to the usual European bucket-list spots, such as Montenegro and Slovenia. We were also given insider tips on luxury villas and unique experiences in Croatia, away from the crowded Dalmatian Coast, as well as on lesser-known islands in the Cyclades and Ionian archipelagos in Greece.
For a European city break, we were advised to consider the Netherlands, particularly Amsterdam, which offers outstanding luxury options at competitive rates. In North America, Toronto is an insider favourite. As a Caribbean alternative, Puerto Rico is a hidden gem. And for wine enthusiasts, Napa Valley in California has consistently been highlighted as a great-value luxury destination this year.
Travel with passion
At OutThere, we’ve always resonated with Carolyn from Black Tomato’s philosophy. We’ve long focused on steering travellers away from bucket lists and must-dos, placing greater emphasis on how we feel when we travel, rather than just what we do. For us, it’s much more about the “why” over the “where” and “what.”
Cathy Holler, President and CEO of Canada-based Momenti Travel, echoes this sentiment, adding, “Emotional attachments to the ‘why’ of travel are coming up more than ever in booking conversations”. Virtuoso’s research supports this, highlighting that travellers increasingly prioritise curiosity, exploration, joy, and happiness when making travel decisions.
Virtuoso® advisors also tell us that Australia often arises in discussions with clients exploring their deeper ‘why’ for travel. Having recently travelled to South Australia ourselves – where we experienced the region’s commitment to inclusivity and its passion for Indigenous and First Nations tourism – we wholeheartedly support this trend.
Inclusivity, which personally brings us joy, is central to our travel philosophy. It was encouraging to learn that Virtuoso® Travel Week hosts MGM Resorts were recently recognised for their efforts to create an inclusive workplace across all their Las Vegas properties. We’ve always admired the brand, although the complimentary tickets they gave us to Mariah Carey’s concert at the MGM-owned Dolby Grand Theatre might have sweetened our opinion!
Of course, sustainability is another key passion point for Virtuoso®, focusing on people, the planet, and the economy. They are encouraging sustainability to become a greater factor in consumer choices when planning travel, ensuring that achievements in sustainable tourism best practices also translate into business success. Virtuoso defines sustainable travel as celebrating and honouring culture, supporting local communities, and protecting the environment.
Luxury levels up
Virtuoso® continues to see strong demand for exclusive-use and ultra-luxury experiences, ranging from private yachts to luxury residences, alongside itineraries that offer next-level stimulation and engagement. We were thrilled to hear from luxury experience-maker, Noteworthy Experiences, who are crafting exceptional ways for ultra-luxury travellers to engage with the UK, Ireland and France. A bonus is that Noteworthy is LGBTQ+ owned, which scores it even higher with us.
Requests for the most exclusive experiences have increased by 89% for Virtuoso® advisors, particularly for African safaris, off-the-beaten-track destinations, and expedition cruises.
We were excited to learn that Wilderness Desert Rhino Camp in Damaraland, Namibia is back online. The newly revamped camp offers eight Meru-style tents with viewing decks, allowing guests to fully appreciate the breathtaking surroundings.
In Botswana, Wilderness has also unveiled the updated Tubu Tree and Little Tubu camps on Hunda Island in the Jao Reserve, providing a more intimate bush experience. Tubu Tree features eight tented suites and a family unit overlooking the floodplains, while Little Tubu, connected by elevated boardwalks, offers a more private, three-tented retreat – ideal for OutThere families. Both camps run entirely on solar power and support conservation and community initiatives, with recycled materials used to benefit local projects.
Hot off the press, Wilderness is also set to reopen its Bisate experience near Volcanoes National Park in Rwanda, offering just four spacious villas. Additionally, the brand has enhanced its solo travel offering by waiving single supplement fees for 2024 bookings, encouraging solo travellers to experience Africa’s wild beauty.
Global travel company Abercrombie & Kent also impressed us, particularly with the reveal of their chic new brand identity, reminiscent of Hermès. It’s a clever move, given that Virtuoso® CEO Matthew Upchurch highlighted the unprecedented age diversity among today’s luxury travellers. Seven generations are now travelling simultaneously, with five of those – Silver Surfers*, Boomers, Gen X, Millennials, and Gen Y – able to indulge in luxury travel. This signals a boom in ‘legacy travel,’ where multiple generations come together to celebrate milestones or reconnect, a trend that’s up 24%.
Abercrombie & Kent offers many ways to experience this, but we were particularly drawn to their cruise and expedition products, with Crystal Cruises now part of the A&K family. Highlights include the only Nobu restaurant at sea and the first Casino de Monte-Carlo outside Monaco. With small-ship luxury cruising as their ambition, A&K has two new ships on order, in addition to their existing two.
The magic of an A&K cruise is amplified in its land excursions. Their proprietary destination expertise ensures guests avoid cookie-cutter tours when in port. A&K is also launching a new floating expedition hotel, the Pure Amazon, in the Peruvian Amazon, driven by their joint venture with Ecoventura, of Galapagos fame. Having travelled with Ecoventura, we’re eager to get on board Pure.
Pure accommodates 32 guests in 16 oversized staterooms, offering the chance to explore Peru’s Amazon in style. Highlights include spotting six-foot-wide water lilies, fishing for piranhas, and interacting with local communities along the river and the Pacaya-Samiria Reserve, which is twice the size of Yellowstone and teeming with wildlife, including pink Amazon dolphins, black caimans, and three-toed sloths.
Other standout cruises caught our eye as well. Aqua Expeditions is set to launch its sixth luxurious small ship next year, introducing new itineraries in the Seychelles and Zanzibar as part of its first foray into Africa. These expeditions will offer shorter journeys to the rugged, lesser-known inner islands of the Seychelles.
Regent Seven Seas Cruises is also breaking the mould, redefining the expectations of those who think they’re ‘too young’ or ‘too cool’ to cruise. With immersive overnight experiences in ports of call, exciting partnerships with Fabergé and Aston Martin, and a record-breaking 71-port, 140-night world cruise in 2027, it’s clear the future of luxury cruising is looking brighter than ever.
Why use a Virtuoso travel advisor to help plan your travels?
Tooting their own horn, Virtuoso® is proudly reporting a 76% increase in people seeking out their advisors this year, and it’s easy to see why.
Clients booking through Virtuoso® travel advisors gain access to exclusive perks and benefits that aren’t available to the general public—such as room upgrades, complimentary meals, spa treatments, late checkouts, and more at luxury hotels and resorts worldwide. With partnerships across thousands of high-end properties and service providers, clients are guaranteed VIP treatment.
Virtuoso® advisors excel at crafting bespoke travel experiences tailored to individual preferences. These experts use their insider knowledge and extensive network of suppliers and destinations to create seamless, personalised itineraries, ensuring access to unique experiences and hassle-free luxury travel.
Photography courtesy of Aqua Expeditions
