Virtuoso Travel Week is an event that many travel professionals circle on their calendar, and attendance at this year’s event proves it — the conference brought 4,800 luxury travel suppliers and advisors to Las Vegas last week for networking, education and celebration.
The Vegas conference marked the 37th year of Virtuoso Travel Week. Here are several themes that stood out to us as we listened to and conferred with fellow travel professionals.
Perception Versus Reality
If you listen to media reports, travel is on the verge of a major downturn — and there are indications that this could be closer to reality in certain markets. But according to data from Virtuoso (which is based on actual network bookings), the travel industry is going strong. Virtuoso is seeing a 12% overall increase in sales this year compared to 2024, which was already a record year for growth.
In fact, Virtuoso members are feeling good — 69% say they are optimistic about business — although this number is down slightly from last year.
Additionally, Virtuoso is expecting 39% more sales and 30% more bookings this fall compared to 2024. Looking ahead to the next two years, Virtuoso sees a 24% increase in sales for travel in 2026 and 2027 (compared to 2024).
It’s not all great news, however. Virtuoso shared research from the WTTC that international arrivals are growing in nearly every region, except North America. And within that region, the U.S. is the only country to see a decrease in international inbound travel — and that’s continuing into 2026.
Even with this in mind, Virtuoso’s own data shows that America still rates high with luxury travelers. According to its data, inbound travel sales to the U.S. shows a modest uptick of 4% for January to July this year, while fall sales are up 27%.
Finally, the use of travel advisors continues to grow. Virtuoso saw a 76% increase in the number of people seeking out a Virtuoso advisor this year, with 95% of current clients saying they would recommend an advisor to a friend.
Luxury Travel Stands on its Own
Virtuoso’s clients are luxury travelers, and over the course of Travel Week there were many reminders that this demographic is simply different than more typical travelers.
The luxury travel sector is being fueled by a surge in global wealth. One of the most notable drivers is the rise of so-called “everyday millionaires” — individuals with $1 to $5 million in assets. This segment has grown by 50 million people worldwide since 2022, with an additional 5 million expected soon. In the U.S. alone, more than 1,000 new millionaires were created each day last year. The U.S. now accounts for 40% of the world’s high-net-worth individuals, more than the next seven countries combined. High-net-worth and ultra-high-net-worth travelers are projected to grow by nearly 7% globally over the next three years, expanding the pool of potential luxury clients for advisors, suppliers and destinations alike.
We can see the effect of luxury travelers on Virtuoso’s hotel statistics, in particular. While average daily rates (ADR) in some mainstream segments are falling, Virtuoso properties are seeing the opposite swing, with luxury hotel rates rising to the tune of an 8% increase in ADR for preferred partners this year. As a comparison, global leisure ADR for the first half of 2025 versus the first half of 2024 was up 9.9%, while ADR in the first half of 2024 only increased 2.1% over the same time in 2023.
This increase in ADR is one reason hotel spending topped all other Virtuoso categories, showing a 33% increase in preferred leisure sales from July to December of this year. During the same period, cruise sales increased by 15.9% and tours by 13.6%.
According to other Virtuoso research, the network’s luxury clients spend three to four times more than non-Virtuoso travelers and show strong interest in sustainable travel, especially in supporting local economies, protecting the planet and celebrating culture. Bookings for high-value trips — cruises, safaris and custom itineraries over $50,000 — are all trending upward for 2026–2027.
Matthew Upchurch, CEO of Virtuoso.
Credit: 2025 Virtuoso
Perhaps unsurprisingly given the current political climate, safety and security have risen in importance year-over-year, with 62% of luxury travelers — and 75% of Virtuoso clients — rating it as highly important when planning trips. U.S. travelers, in particular, showed a 12% year-over-year increase in prioritizing destination safety.
Travelers indicated that they value advisors’ knowledge of local safety, legal requirements and insurance — with 30% of luxury travelers, and 65% of Virtuoso clients, citing “an extra layer of protection” as a top benefit of collaborating with an advisor, ahead of perks, upgrades or VIP access.
Generational Differences
Seven generations are now traveling simultaneously, from new “Beta Babies” to Boomers. While Boomer wealth still dominates — controlling $83 trillion globally — a major intergenerational transfer of wealth lies ahead.
According to Virtuoso executives, Gen Z is poised to rewrite the travel industry. While Boomers, millennials and Gen X remain dominant economic forces for now, Gen Z’s growing affluence signals long-term market disruption. This generation may become the wealthiest and most influential in history, and international travel tops their wishlist. Currently, they favor Asia for its mix of eco-tourism, adventure and shopping, and they are open to alternative destinations in response to climate change.
Each generation cites different goals when it comes to travel. Gen Z and millennials use travel for personal transformation, reflection and social impact, while Gen X and Boomers lean toward self-paced cultural experiences. When it comes to selecting an advisor, Gen X and Boomers tend to prioritize advisors with detailed, regulatory knowledge and other practical expertise, while younger travelers seek ambitious, culturally fluent advisors.
One powerful demographic that should not be overlooked is solo female luxury travelers — also known as “Wander Women.” More than two-thirds (68%) of solo Virtuoso travelers are women. This cohort consists predominantly of Boomers (62%), followed by Gen X (26%). They are leading the shift toward avoiding over-touristed destinations, aligning their purchasing power with sustainable, culturally rich experiences. This is a high-potential niche for advisors able to tailor independent yet safe travel itineraries.
The Short and Long of Bookings
According to Virtuoso research, travelers are booking well in advance — an average of 122 days out — and maintaining trip lengths close to last year’s levels. But this is only part of the story.
Many Virtuoso advisors paint a picture of two types of trip planning. On the one hand, there is the “see it, book it” philosophy, especially when it comes to bucket-list experiences and limited-availability suites. These advisors point out that there is actually a shortage of luxury options in some destinations or with many products, so when an opportunity presents itself, travelers need to jump on it even if it’s years away.
On the flip side, advisors are dealing with more last-minute, shorter length luxury bookings. One advisor told the story of a client who wanted a private plane the next day for a last-minute trip to Spain. Another said at least one advisor on her staff is always working on an international trip less than a week out. These travelers are more concerned about the uncertainty of travel and want to seize the moment for their dream trip when they can.
Sustainable Sustainability
Virtuoso research shows that sustainable travel is no longer niche — almost two in three luxury travelers say they want to make sustainable choices, and 42% are willing to pay more for eco-minded suppliers. Gen Z and Millennials lead on environmental commitment, while Gen X favors giving back to locals and Boomers focus on avoiding overtourism.
In addition, climate change is no longer a distant concern — it’s actively reshaping travel patterns for luxury clients. Virtuoso data shows 79% of advisors report that changing climate and extreme weather are influencing trip planning and destination choice. The shift is already evident in traveler behavior: 55% of clients are adjusting plans to travel in off-peak seasons, and 49% are selecting alternative destinations to avoid climate-related disruptions. Even more striking, 80% say they are open to off-season travel, and 79% are open to exploring alternative destinations in the future.
To sum up, the future certainly looks bright for luxury travel advisors and suppliers, as David Kolner, executive vice president of Virtuoso, shared in the opening general session.
“We have three big things going on,” he said. “We’ve got millions of people growing in our target market around the world. We’ve got people that are extremely interested in using a travel advisor. And we have amazing partners and members that deliver all these exceptional experiences.”
It appears to be a winning combination for Virtuoso agents.
