Luxury travel is thriving in 2025, with high-end travelers spending more and turning to travel advisors for trips that prioritize safety, sustainability and transformative experiences, according to new data from Virtuoso.
Revealed during the 37th annual Virtuoso Travel Week in Las Vegas, the findings draw on the travel advisor network’s data warehouse of $90 billion in transactions and an ongoing series of advisor and consumer surveys.
Here’s what Virtuoso’s research says is shaping luxury travel right now.
Luxury Travel Market Remains Strong With Growth in Bookings of $50,000 or More
From January through June 2025, overall Virtuoso sales are up 12% compared to the same period in 2024, with hotels seeing a surge of nearly 26%, which jumps to more than 33% in the second half of the year. Cruise and tour bookings are also projected to see a steady rise.
Cruising is particularly in demand: 30% of U.S. luxury travelers and 20% of Canadians plan to cruise within the next year.
Cruisers are also expecting to spend more. Bookings for future cruises that exceed $50,000 per booking are up 43% year over year. And overall future travel bookings of $50,000 or more are up 35% compared to 2024.
Safety Fuels Strong Advisor Demand
Interest in professional guidance is booming, with Virtuoso reporting a 76% increase in consumers seeking advisors via the network’s site.
Safety is a leading factor: 75% of surveyed clients cite safety and security as top priorities when planning travel, with 65% pointing to an added layer of protection as a top benefit of using an advisor, surpassing perks and upgrades, exclusive access and VIP accommodations.
Fall Travel Sees Record Growth
Once a shoulder season, fall is now in high demand among luxury travelers. Fall bookings are up 30% with sales 39% above last year. Holiday season travel is also strong, with bookings up 35% and sales up 38% compared to 2024’s holiday period.
Virtuoso’s data shows that the U.S. continues to be a top draw, challenging the idea that international visitors are avoiding the destination. Inbound travel sales to the U.S. have risen 4% for January to July this year, with fall sales up 27%. Other top fall destinations include Italy, France, the U.K., Spain, Japan, Greece, Canada and Portugal, while Mexico, Costa Rica and Anguilla are especially popular for holiday travel.
Generations Differ on Travel Preferences but Unite on Sustainability
Virtuoso noted that Gen Z and millennials are drawn to immersive, “meaning-making” experiences and unique accommodations such as villas, tents and lodges. Older generations lean toward specialized interests and prioritize comfort, favoring refined hotels.
Sustainability is a growing priority for all age groups. The majority (70%) of Virtuoso advisors say clients are more interested in sustainable travel than they were five years ago, and 64% of high-end travelers are interested in making sustainable choices, with 42% willing to pay more for eco-friendly companies. While Gen Z and millennials are leading this charge, baby boomers seem to be the most invested in avoiding overtourism.
The Rise of “Wander Women”
Women now make up 68% of solo travelers, with many, especially those over 65, choosing mindful, sustainable journeys and avoiding over-touristed areas. This “Wander Women” movement reflects a growing appetite for independence and discovery.
Coolcations Are Still Hot
Changing weather patterns are influencing travel decisions, with 79% of Virtuoso advisors noting climate impacts on trip planning and 55% saying clients are opting for off-season travel.
Top motivations include spending time with family, with 53% of travelers planning multi-generational trips in the next year. Celebration travel is also up 23% year- over- year.
