2025 Virtuoso Luxe Report: Travelers Want Transformative Experiences

Travelers are yearning for transformative experiences. And that’s not all. They also want to forge deeper connections with family, friends and new surroundings through travel.

These are just some of the takeaways from the 2025 Virtuoso Luxe Report, which taps into the collective knowledge of Virtuoso’s travel agency members and teams of professional travel advisors across 58 countries in order to determine what’s now and next for in-the-know travelers.

That information-gathering process reveals travelers are continuing to prioritize exploration and personalized experiences, but they are increasingly focused on maximizing value without compromising quality.

“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,” says the report.

Half of Virtuoso advisors surveyed for the report said that they anticipate a slight rise in travel demand next year, with 20 percent expecting a significant increase.

In addition, 55 percent predict a modest uptick in spending per trip, while 28 percent believe pricing will remain steady. 

Luxury Travel Trends to Watch for in 2025

The Virtuoso report discusses five key trends for the year ahead, which it says reveal how globetrotters are establishing their influence in the travel-sphere for 2025.

Ice-olated Escapes

The “coolcation” trend shows no signs of slowing down, as more travelers request cold-weather destinations to escape the rising temperatures and avoid crowds.

“Antarctica, with its expanding cruise options and pristine, icy landscapes, has surged in popularity, climbing from fifth place last year to second among the top destinations to watch,” says the report.

Norway and Iceland, meanwhile, also rank in the top five, reemphasizing the trend toward northern European countries.

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. In fact, 78 percent of advisors say clients are opting for shoulder season or off-peak travel, while 76 percent say they now favor destinations with more moderate weather—up five points from last year.

Sailing Solo

Travelers seeking freedom and flexibility have no hesitation going it alone, and cruising is proving to be a key trend amongst the solo set, with expedition, ocean and river cruises ranking among the top travel experiences for the coming year.

Guest enjoying a view from the balcony. (photo courtesy of Paul Gauguin Cruises)

“Promoting personal growth and self-reliance, solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers if desired,” says the report. “Solo cruising can provide a sense of security, as small-ship cruises allow excursions alongside like-minded companions in more intimate groups,” the report adds.

As an added bonus, 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.

Born to be Mild

Adventure and wellness continue to be significant motivators, but in 2025, upscale travelers will pursue a harmonious balance of exhilaration and relaxation.

“While some venture to the extreme frontiers of Antarctica and Alaska for thrills, others are drawn to destinations like Morocco, Costa Rica and Bhutan, where physical activity meets holistic wellness practices,” says the report. “These ‘softer’ adventures not only cultivate personal accomplishment but give travelers the chance to unwind and recharge, leaving them refreshed and ready for their next big adventure.”

You Tell Me Travel

Rather than sticking to well-worn bucket lists, travelers are finding new inspiration in documentaries, books, beloved films and recommendations from friends and family.

“TikTok remains a powerful influence, delivering rapid-fire clips of destinations previously overlooked,” says the report. “Yet nothing rivals the expertise of travel advisors, who report their clients are now reaching out to ask, ‘Where to next?’ rather than naming a specific destination.”

Palate and Place

Culinary experiences have become a crucial element of luxury travel, and globetrotters are prioritizing gastronomic discoveries that showcase the authentic local flavors and unique traditions of the places they visit.

“High-end visitors want meals that go beyond traditional dining, with an emphasis on experiences that immerse them in a destination’s culture through its cuisine – think food tours, hidden markets and one-of-a-kind eateries, like the best food trucks and street vendors,” says the report. “As a result, some advisors report spending weeks, even months, curating the ideal culinary immersion for their clients to savor.”

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