Forget the fight for the perfect pool lounger in Santorini. This summer, luxury travelers are ditching the traditional European hotspots and charting a course for cooler climes, immersive cultural experiences, and the open seas.
That’s the scoop, according to Virtuoso, the travel industry’s insider’s club, which analyzed booking data to predict the hottest luxury travel trends for the season.
Eastward Bound
Asia is having a moment. With Thailand leading the pack at a whopping 162% increase in bookings, it seems travelers are yearning for the unparalleled hospitality and rich cultural tapestry the continent offers. Beyond the allure of pristine beaches — fueled in part by the recent season of White Lotus — Thailand beckons with its focus on wellness and serene landscapes, perfect for those seeking rejuvenation. Foodies and anime enthusiasts alike are flocking to Japan, the travel comeback kid according to Virtuoso’s Luxe Report. Singapore, with its delectable blend of cultures, rounds out the Asian trifecta, experiencing a 52% rise in bookings, thanks in part to the travel bubble implemented earlier this year.
Keeping it Cool
Europe may still be on the itinerary, but this year, well-heeled travelers are opting for cooler destinations to escape the crowds and scorching temperatures. Scandinavia is having a serious glow-up, with Iceland and Sweden experiencing a surge in bookings (49% and 47% respectively). Other cool-weather havens like the Netherlands (up 33%), Norway (16%), and Ireland (13%) are also experiencing increased interest.
Ahoy There! Millennials Set Sail
Move over, shuffleboard enthusiasts. The cruise industry is undergoing a makeover, and it’s attracting a younger crowd. A recent Virtuoso advisor survey predicts cruising will be the strongest tourism sector in 2024-2025. Premium and Luxury Ocean cruises are leading the pack, with expedition and river cruises following closely behind. Destination immersion with extended port stays and exploration of colder climates like Alaska and Antarctica are hot trends. Interestingly, solo female cruising is on the rise, with new cruise lines catering to a more hotel-like experience offering options for every vacation style.
Sustainable Seekers & Adrenaline Chasers
Millennials and Gen Z are not only traveling more, but they’re also prioritizing sustainability. This eco-conscious generation is seeking travel experiences that benefit local communities and minimize environmental impact, and they’re willing to pay a premium for it. Adventure also ranks high on their list, with twice the interest in adrenaline-pumping activities and social impact initiatives compared to other generations. This shift is evident even at sea, with Virtuoso advisors reporting a surge in Millennial and Gen Z cruise bookings for luxury travel.
The Power of the Travel Advisor
No matter where your luxury wanderlust takes you, navigating the complexities of travel is easier with an expert by your side. From securing exclusive access and navigating flight chaos to crafting unique itineraries, a Virtuoso travel advisor is your secret weapon for an unforgettable summer escape. So ditch the stress and embrace the expertise — after all, with hotel rates exceeding $1,750 a night in July, planning ahead is key!
