Europe continues to lead the way for summer travel according to Virtuoso, which shared summer travel trends at the network’s annual U.S. Forum. At the event — which took place Jan. 28-31 — Virtuoso also announced that U.S. advisors produced 25% more in 2024 than in 2023.
Thanks to longer booking windows (an average of 124 days), the network has a good idea of where luxury travelers are headed this summer. Here are some of the trends Virtuoso shared.
1. There’s a Notable Pull Beyond European Cities
Travelers are going beyond Europe’s cities this summer, with the U.K. countryside seeing a 173% increase in sales, while Portugal’s Algarve region is experiencing a 110% increase. Average daily room rates have increased by 132% in Greece’s Athenian Riviera, showing high demand.
2. "Coolcations" Are Still Hot
The coolcation trend (aka a preference for destinations with moderate climates) has continued to gain steam, with Scandinavia, Iceland, Denmark, Finland, Norway and Sweden seeing a 263% year-over-year increase for travel already booked for this summer.
3. The Mountains Are Calling
Mountainous locales, such as Val-d’Isere, France (457%), St. Moritz, Switzerland (153%), and Courchevel, France (132%), are also seeing year-over-year increases.
4. Slovenia Is Rising
The top emerging destination for Virtuoso is Slovenia, with a 473% increase year-over-year. According to the network, this staggering rise comes after the group held its Chairman’s Event in Slovenia last year, “showcasing the destination for its highest-performing travel agency members and demonstrating the direct influence that Virtuoso advisors have on increasing interest and tourism to certain destinations.”
5. More Trending Destinations Throughout Europe
The network is also seeing sales increases in Croatia (356%), Czech Republic (309%), Austria (254%), Turkey (272%), Hungary (143%), Germany (59%) and Montenegro (24%). European islands in the Mediterranean are also seeing sales increases, including Sardinia (316%), Malta (140%) and Sicily (135%).
6. Asia Is Having a Good Year, With More to Come Thanks to “The White Lotus”
Sicily saw a 424% spike in sales after the October 2022 debut of season 2 of “The White Lotus,” which took place in the destination. As such, Virtuoso is expecting to see a significant increase in sales to Thailand, which is the location of the third season of the show, set to air Feb. 16.
Other destinations in Asia are trending, including year-over-year increases in Bhutan (196%), Tokyo (116%) and Kyoto (115%).
