Luxury Travel Trends 2025: Insights from the Virtuoso Luxe Report
Every year, Virtuoso® surveys thousands of its top travel advisors across 58 countries to identify what’s shaping the world of luxury travel. The 2025 Virtuoso Luxe Report highlights what’s inspiring today’s most discerning travelers — and how those insights may shape your next journey.
At its heart, the report highlights a shift toward transformative, meaningful journeys that strike a balance between adventure and connection. Travelers are signaling they may take fewer trips overall, but they’re choosing to travel better— increasing their spend year over year. The focus is on value without compromise, which continues to fuel strong growth in the ocean and expedition cruise market.
Here are the five biggest trends to know in luxury travel for 2025:
1. Ice-olated Escapes: Coolcations Are Heating Up
Cooler destinations are heating up. Antarctica has climbed into the top two “destinations to watch,” with Iceland and Norway close behind. Climate-conscious travelers are embracing off-peak and shoulder-season trips, swapping crowded beaches for serene glaciers, fjords, and northern lights.
I experienced this myself on a recent trip to Iceland in April. It was certainly cold, but the shoulder-season timing allowed for light-filled days, northern light spotting, glacier snowmobiling, and thawed landscapes that felt both otherworldly and accessible. It’s a reminder that “coolcations” can offer more than just chilly weather — they deliver space, beauty, and adventure.
2. Sailing Solo: Cruises for Independent Travelers
Independent doesn’t mean alone. More travelers are booking solo journeys, with small-ship expedition, river, and ocean cruises leading the way. These voyages offer both flexibility and community — freedom to explore at your own pace with the comfort of like-minded companions nearby.
This trend is huge! I often recommend river cruises to solo travelers or those testing the idea. It’s a wonderful way to travel alone without feeling alone. The hosts on board intentionally pair solo travelers for dining, and the shared excursions create a natural extension of connection. Many clients return with not just memories, but new friends for life.
3. Born to Be Mild: Blending Adventure and Wellness
Adventure and wellness are blending in 2025. Think trekking in Morocco, yoga in Costa Rica, or mindfulness retreats in Bhutan. These “soft adventures” deliver the thrill of discovery while leaving space to reset and recharge — the perfect balance of adrenaline and restoration.
4. You Tell Me Travel: Why Expert Advice Matters
Instead of checking off a bucket list, travelers are asking, “Where should I go next?” Inspiration is coming from films, books, TikTok clips, and, most importantly, trusted advisors.
Travelers today crave authenticity and want to stay away from the crowds. But here’s the catch: if a trip is planned entirely from a guidebook or the latest viral reel, you’ll likely end up in the exact same spot as everyone else who did the same thing. In effect, the culture travelers hope to experience gets diluted by overtourism.
That’s where expert advice matters because your version of “amazing” deserves more than someone else’s idea of “perfect”. With my global network of trusted local partners, I can open the doors to experiences led by locals — ensuring your travels feel both authentic and uniquely yours.
5. Palate + Place: Culinary Travel Experiences
Cuisine is becoming the heartbeat of travel. Whether it’s truffle hunting in Croatia, night markets in Tokyo, or Portugal’s rising wine scene, food experiences are now central to luxury itineraries. Travelers want to taste culture as much as they see it.
Luxe Report Rankings for 2025
Beyond trends, Virtuoso highlighted where luxury travelers are heading next.
Top Global Destinations
- Italy ✓
- Greece ✓
- France ✓
- Japan ✓
- Croatia
Top Cities
- Paris ✓
- Barcelona ✓
- Rome ✓
- London ✓
- Tokyo ✓
Top Family Travel Destinations
- Italy ✓
- Hawaii ✓
- Costa Rica ✓
- Greece ✓
- Japan ✓
Top Adventure Destinations
- Antarctica
- Alaska
- Iceland ✓
- South Africa ✓
- Costa Rica ✓
Destinations on the Rise
- Portugal ✓
- Antarctica
- Iceland ✓
- Norway
- Morocco
Where Will 2025 Take You?
While trends are fascinating, the best journeys are always personal. As a Virtuoso travel advisor here in Oklahoma — and part of exclusive programs like Four Seasons Preferred Partner, Rosewood Elite, Belmond Bellini Club, and more — I can translate global insights into an itinerary that feels uniquely yours. These partnerships unlock VIP amenities, personalized touches, and insider access you won’t find by booking online — whether you’re dreaming of a world-class resort stay or a tucked-away boutique gem.
✨ Ready to plan your next adventure? Let’s start the conversation.
