8 Top Trends in Luxury Travel for 2025

More than 2,200 Virtuoso luxury travel advisors from across the globe contributed to the 2025 Virtuoso Luxe report, which spotlighted the top trends among luxury travelers for the upcoming year.

Below, we break down the key findings from the report.

1. Luxury Travelers Will Spend More — But Not a Ton More

Half of the advisors surveyed say that there will be a slight rise in travel demand next year, while 20% expect a significant increase. Slightly more than half (55%) expect a modest uptick in spending per trip, while about a third (28%) say that pricing will remain steady.

According to Virtuoso, “while luxury travelers are willing to spend more, they are also mindful of rising costs and want to ensure their investment enhances their travels, making their relationship with a trusted travel advisor all the more important.”

2. "Coolcations" Reign Again

Cooler destinations are among the most popular once again — with Antarctica,Iceland and Norway among the top five destinations on the rise (Portugal topped the list, while Morocco took the fifth spot). Seventy-six percent of advisors say clients now favor destinations with more moderate weather — an increase of five points since last year.

“This shift is largely driven by climate change, with nearly half of advisors reporting that their clients are altering their plans due to its effects,” said Virtuoso. 

3. Shoulder Season/Off-Peak Travel Is Hot

The majority of travel advisors (78%) say that clients are now opting for shoulder and off-peak times for their vacations.

RELATED: The Top 5 Travel Trends for 2025

4. Italy Tops Multiple Lists

Respondents named Italy the top global travel destination for 2025, followed by, in order, Greece, France, Japan and Croatia. It is also the top destination for family travel, followed by Hawaii, Costa Rica, Greece and Japan.

Italy is also the top honeymoon destination, followed by Greece, Bali, French Polynesia and the Maldives. Rome is the No. 3 top city, after Paris and Barcelona, and before London and Tokyo. The Mediterranean is the No. 1 cruise destination, followed by Alaska, the Greek Isles, the Caribbean and the Danube River.

5. More Are Onboard for Solo Cruising 

Expedition, ocean and river cruising have become an attractive option for solo travelers looking for an adventure at their own pace (only guided tours are more popular for solo travelers). Virtuoso shared that “many cruise lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.” 

6. Togetherness Is Still the Biggest Driver of Travel

The No. 1 travel trend is family travel with immediate family, followed by celebration travel and multigenerational travel. Celebrating a milestone is the No. 1 travel motivator, and spending time with loved ones is No. 4. 

7. Adventure and Wellness Are Also Significant Motivators 

According to Virtuoso, “upscale travelers will pursue a harmonious balance of exhilaration and relaxation” in 2025, with some opting for Antarctica and Alaska, while others visit destinations such as Morocco, Costa Rica and Bhutan, “where physical activity meets holistic wellness practices.”  “Adventure cruising” and “active travel” are two of the top trends of the year, while “rest and relaxation” is one of the top motivators of travel. 

8. Travelers Are More Open-Minded About Where to Go

Advisors say that clients are veering away from their bucket lists and finding inspiration from their networks, as well as from film, television and social media. According to Virtuoso, TikTok is a significant influence, “delivering rapid-fire clips of destinations previously overlooked.” Advisors report that clients are increasingly asking for their recommendations, as well.