Where and how will wealthy people travel next?
Luxury consortium Virtuoso has shared its take on what’s cool and emerging in the marketplace, sharing data and insights from its network of travel advisors, preferred partners and ultra-high-net-worth clientele.
The organization on Tuesday (April 1) shared some of the season’s most compelling trends and insights for 2025.
Reel Roaming
Virtuoso calls this the "White Lotus Effect."
In 2025, the trend of "Reel Roaming"— where travellers flock to destinations featured in their favourite movies or TV shows—is continuing to gain momentum.
A prime example: following the release of season two of The White Lotus in October 2022, Virtuoso data revealed a staggering 424 per cent surge in travel bookings to Sicily.
Likewise, luxury travel to Thailand has seen a strong start in 2025, with bookings from U.S. travellers up by 41 per cent and sales continuing to climb.
The average daily rate (ADR) has also risen by 10 per cent.
Blizzard Beasts Travel
Polar safaris offer encounters with the region’s most elusive wildlife in their natural habitats (for example, penguins in Antarctica, polar bears in South Georgia, and narwhals in Canada) but equally, if not more, importantly, they also support vital conservation projects.
In short, they’re a win-win for travellers: bragging rights for gorgeous photography as well as impactful journeys.
Solo Travel
Solo travellers (particularly women) continue to blaze trails, venturing further than ever and inspiring others to follow suit, says Virtuoso.
Recent Virtuoso data shows that females now make up 71 per cent of solo travellers. Increasingly, they’re embracing traditionally group-oriented experiences, such as cruising.
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).
Many exploration lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.
Pet Travel
High-end airlines and hotels are rolling out the red carpet for pets, offering animal-friendly accommodations, exclusive amenities and even first-class travel options.
Pet owners are happily splurging to ensure their furry companions travel in comfort. Distance is no barrier — from weekend getaways to international trips, travellers are eager to bring their "passported pooches" along.
Sustainability In Focus
Sustainability is increasingly a greater factor in travel choices, with 26 per cent of Virtuoso advisors saying their clients are committed to reducing their carbon footprint by supporting carbon offsetting initiatives.
According to a recent survey of Virtuoso travellers, 59 per cent are willing to spend more on responsible travel if they know how the funds are being used.
Virtuoso advisors can help guide clients toward destinations and partners that align with their values and interests, so that having a positive impact and traveling well go hand-in-hand.
Trending destinations for summer
When looking at where travellers are headed this summer, as always, the European summer continues to reign supreme.
Specifically, travellers are showing more interest beyond Europe’s beloved cities.
The U.K. countryside saw a 173 percent increase in sales last year, and Algarve saw a 110 per cent increase.
The Athenian Riviera is a hot destination, too, as hotel ADRs showed a 132 per cent increase year-over-year, a tell-tale sign of high demand.
Following the “cool-cations”trend that emerged in recent years, European destinations with more moderate climates, including Scandinavia, Iceland, Denmark, Finland, Iceland, NorwayandSweden,have thus far seen a 263 per cent year-over-year increase for travel already booked for this summer.
The slopes are calling, too, as Courchevel saw a 132 per cent jump in sales year-over-year, as well as St. Moritz (+153 percent) and Val-d’Isere (+457 percent).
The hottest destination on the rise in Europe, based on year-over-year sales for travel already booked for this June, July and August, is Slovenia (+473 per cent).
Other places to watch this summer include Croatia (+356 per cent), Malta (+108 per cent), Montenegro (+24 per cent), Turkey (+272 percent), Austria (+254 per cent), Czech Republic (+309 per cent), Germany (+59 per cent) and Hungary (+143 per cent).
Don't miss a single travel story: subscribe to PAXtoday! Click here to follow PAX on Facebook.
