Virtuoso’s Travel Trend Data Finds a 35% Surge in High-End Bookings

Luxury travel remains robust, according to Virtuoso’s latest study which found a 12% increase for January to June when compared to the same period in 2024.

Overall, future travel bookings $50,000 and above are up 35%.  

Announced during Virtuoso’s 37th annual Travel Week in Las Vegas, the data is based on the travel advisor network’s data warehouse of $90 billion in transactions and an ongoing series of advisor and consumer surveys.

Breaking it down, hotels saw nearly a 26% increase which climbed to 33% in the second half of the year. Though all travel categories saw growth, cruise and tour bookings are expected to rise steadily, with 20% of Canadian luxury travellers expected to take a cruise next year. Future cruise sales one to two years out that exceed $50,000 per booking are up 43% compared to the same time last year.

Perhaps most surprisingly is the data found the U.S is holding a spot as a luxury destination, despite a noted drop in current visitation. Inbound travel sales saw a modest uptick of 4% January to July, while fall sales are up 27%. The U.S remains on the top 10 list for fall getaways alongside the usual favourites like Italy, France and the U.K.

How the luxury traveller travels continues to depend on which generation they’re a part of; Gen Z and Millennials use travel as a catalyst for personal transformation, seeking “meaning-making” experiences and gravitating towards dynamic, immersive opportunities. In contrast, older generations tend to favour specialized interests, placing a high value on comfort and relaxation.

Sustainable travel continues to be a strong consideration as well, with 77% of Virtuoso advisors reporting their clients are more interested in it than they were five years ago. 64% of all travellers, regardless of generation are making sustainable travel choices during their trips, with 42% willing to pay more for companies who have more environmentally friendly policies.

“Wander Women” – a term coined in part by Virtuoso to capture the more active solo woman traveller, now comprises 68% of solo adventurers. More women over the age of 65 are choosing more mindful, sustainable journeys and bypassing over-touristed areas to redefine solo travel.

“Coolcations” remain a strong trend, with 79% of surveyed advisors agreeing that changing climate and/or extreme weather affect travel planning, and 55% noting clients are choosing off-season travel as a result.

The study also found a whopping 76% increase in consumers seeking out the service of a Virtuoso travel advisor. According to its 2025 Global Luxury Travel Report which is an annual survey of ultra-high-net worth travellers, 75% say safety and security are leading importance when planning travel. 65% say using an advisor adds an extra layer of protection as well as additional perks like exclusive access and VIP accommodations.