Luxury travellers are making some surprising choices this season as they shake off inflation and seek out cultural immersion, new experiences, and ways to beat the heat and the crowds. What’s more, they’re willing to pay to get exactly the experience they want, according to luxury and experiential travel specialist Virtuoso.
And from refreshing ‘coolcations’ and riding the wave of the cruise industry’s newest ships to itineraries and embracing sustainable and adventurous travel choices, the common thread is that they’re turning to the guidance of professional travel advisors, says Virtuoso, which analyzed intel from its network’s data warehouse – exceeding US$63.6 billion in transactions – to aggregate the prevailing destinations and trends for the summer season and beyond.
Here’s what they found:
The Hot 10
The countries experiencing the largest percentage of year-over-year growth in Virtuoso bookings for summer 2024.
- Thailand (+162%)
- Japan (+126%)
- Anguilla (+70%)
- Singapore (+52%)
- Belgium (+50%)
- Bermuda (+50%)
- Iceland (+49%)
- Saint Barthélemy (+49%)
- Sweden (+47%)
- Netherlands (+33%)
Asia awaits
With three countries in the Hot 10, travellers are returning to Asia to enjoy rich cultural experiences and unsurpassed hospitality and service. Thailand tops the list with an impressive 162% increase in bookings compared to the same period last year. While buzz surrounding the latest season of “White Lotus” is contributing to its rise, Thailand’s beautiful beaches, focus on wellness and serene landscapes make it a holistic haven for travellers in need of rejuvenation.
Japan – the top reemerging destination in the 2024 Virtuoso Luxe Report – continues its massive rise to popularity, appealing to everyone from anime enthusiasts to foodies. It’s no longer solely about cherry blossom season, as Japan becomes a year-round destination.
Singapore closely follows with a 52% rise, kicked off by the “Swift Lift” from early this year that put it squarely on the radar for travellers wanting a perfect blend of diverse cultures.
Chill seekers
The well-travelled are still Europe-bound this summer but are foregoing traditional favourites to beat the heat and the masses, opting instead for the cooler climes of the north. While traditional favourites like Italy are seeing a modest 3% rise in bookings compared to last summer, not surprising given its incredible upward trajectory for the past several seasons, it’s Scandinavia that is having a moment with a 27% increase in bookings.
Iceland and Sweden are particularly popular, with increases of 49% and 47%, respectively. Elsewhere in Europe, other cool-weather destinations are on the rise: the Netherlands, despite efforts to curb its popularity, is still seeing year-over-year growth of 33%, while Norway is up 16% and Ireland by 13%.
Sailing into summer
The cruise industry is heating up. A recent survey of Virtuoso advisors found that 58% anticipate cruising will emerge as the strongest tourism sector in 2024-25, surpassing land-only experiences. Among the cruise categories with the highest anticipated bookings, Premium Ocean takes the lead at 34%, followed by Luxury Ocean at 27%, River at 22% and Expedition at 15%.
Some of the biggest trends shaping the industry include destination immersion with more nights in port or overnights on land; cruising to cold-weather climates like Alaska, Antarctica and the Arctic; and a rise in female solo cruising. With new cruise lines, including those that more closely mirror hotel stays, and vessels joining the market, there’s an option to suit every traveller.
The young and the restless
According to the Virtuoso Brand & Traveller Trend Tracker Study, a proprietary Virtuoso survey of high-value travellers across 15 countries conducted by YouGov, the current travel landscape is evolving. In 2024, Millennials and Gen Z are significantly increasing their travels, while demand for travel among Gen X and Boomers remains steady.
A notable trend among younger travellers is their emphasis on sustainability. They exceed other generations in their prioritization of travel experiences that promote environmental responsibility and benefit local communities, and they are willing to pay more for them.
Additionally, Millennials and Gen Z are twice as likely to seek an adrenaline rush or participate in social impact activities. This shift is also evident even at sea: 59% of Virtuoso advisors have noticed a demographic transformation underway in the cruise industry, with 36% attributing this change to increased bookings from Millennials and Gen Z.
Sales up
Virtuoso reports that its global sales made between January and April 2024 for travel in 2025 and 2026 are up 49%, while future cruise sales are up 52%, compared to transactions made over the same time period in 2023 for travel in 2024 and 2025.
Hotel average daily rates (ADRs) also continue to climb, with a 9% year-over-year increase in rates this summer. July marks the peak, with rates exceeding $1,750 per night. Average global booking windows have increased 10% to 112 days.