BY AMIRAH KEATON High-end hospitality network Virtuoso is revealing the key luxury travel trends set to shape the next 12 months. Published Nov. 6, the company’s 2025 Luxe Report unveils which destinations and preferences are poised to drive the luxury travel landscape. Among the most popular are solo trips and “softer adventures,” or itineraries that balance exhilaration and relaxation. For the report, the global organization gathered data from more than 2,200 travel advisors across 58 countries at Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East via its Luxe Report survey.
Report results
Findings from the 2025 Virtuoso Luxe Report emphasize a shift towards personal and sustainable experiences. According to the report, 50 percent of Virtuoso travel advisors expect a moderate increase in travel demand, while 20 percent anticipate a notable surge. Further, 55 percent of respondents foresee a modest rise in spending per trip, and 28 percent expect that vacation pricing will remain steady. The Luxe Report identifies five core trends reflecting the evolving desires of affluent travelers. This includes cold-weather “cool-cations,” which capture interest as travelers seek remote, icy destinations such as Antarctica, Norway and Iceland to enjoy temperate climates while avoiding crowds. Advisors attribute this trend to climate change, noting that half of advisors have reported clients are altering their plans because of its impact. Roughly four in every five travelers are opting for shoulder or off-peak seasons, and 76 percent now favor destinations with more moderate weather, increasing five points as compared to last year.
Top travel choices
Solo travel, especially on cruises, which ranked among the top travel experiences for the coming year, is also expected to gain momentum as luxury travelers embrace independence and flexibility. Destinations including Morocco (
see story), Costa Rica, and Bhutan are emerging as prime choices for “softer adventures, combining physical activity and relaxation, leaving those who partake refreshed for their next journey. After scoring a fourth-place ranking last year, Portugal (
see story) now leads as the top “destination on the rise,” praised for its mild climate, rich cuisine and scenery. At the same time, Italy, Greece and France remain enduring favorites among Virtuoso’s clientele. Paris holds its place as the most popular city, while Tokyo has advanced to join the top five, appealing to families with offerings such as the Studio Ghibli Museum and immersive cultural experiences. The Mediterranean and Alaska are top choices for upscale cruise itineraries, with other notable locations including the Caribbean and Greek Isles.
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