By MICHAEL BAGINSKI/ Virtuoso On Tour Canada events concluded Wednesday in Toronto, with the leading luxury network welcoming member agencies, advisors and preferred partners over two days at the Fairmont Royal York Hotel. The gathering followed a similar event in Vancouver at the Fairmont Pacific Rim March 31-April 1. Together, 180 advisors and 135 partners took part.
The events offered networking opportunities, professional development sessions and deep dives into the latest trends and insights within luxury travel.
That included a forward-looking view of Canada’s luxury travel market, which is expected to grow by nearly 48%, expanding from $74.6 billion (USD) to $110.5 billion (USD) by 2030, according to the 2025 Grandview Research Industry Report.
The report also indicates that experiential travel will outpace traditional luxury goods, with a projected growth rate of 9% between 2025 and 2030, compared to just 4% growth for luxury goods during the same period.
Within the Virtuoso network, preferred partner sales in Canada have risen by 9% year-over-year, while future leisure sales one to two years out have increased by 35% and bookings exceeding $50,000 are up 50% year-over-year.
Sustainability
Insights from a survey conducted this month among more than 100 Virtuoso advisors based in Canada revealed how sustainability is increasingly influencing luxury travel decisions. When asked which aspect of sustainability has the greatest impact on their clients’ travel experiences, nearly half (46%) of advisors pointed to avoiding overcrowded destinations and overtourism as a top priority.
Additionally, 35% identified supporting local communities and economies as a key factor shaping client preferences, reflecting a rising demand for more intentional and immersive travel experiences.
Advisors also noted a significant shift in travel timing, with 73% reporting that their clients are embracing offseason travel more regularly. Among this group, 58% of advisors said their clients are motivated by the opportunity to avoid crowds and mitigate overtourism, while 26% said they are drawn by the added value and flexibility of offseason pricing.
Among top emerging destinations are Iceland, Costa Rica, Antarctica, Morocco and Vietnam, while panellists in Toronto noted Scandinavia and Japan are “huge.”
The most popular cruise destinations are the Med., Danube, Alaska, Caribbean and Greek Islands, while expedition and river cruising are the fastest growing segments.
Barriers to travel
Despite the rising interest in sustainable travel, barriers remain. Higher costs (28%) and a lack of clear information (19%) were identified as the primary challenges preventing clients from opting for sustainable travel options. Travel advisors are addressing these concerns by educating clients on how sustainable choices, such as off-season travel or environmentally responsible accommodations, can often be more affordable than traditional luxury options and enhance the overall experience. By guiding clients to destinations and experiences that deliver both high value and sustainability, advisors help dispel the myth that sustainable travel is more expensive.
To further support advisors, members said travel providers should communicate clear, accessible details about their sustainability efforts, showing how these initiatives can both improve the travel experience and fit within a client’s budget: 63% of advisors agree that firsthand sustainability experiences, like educational trips or study tours, are the most effective way for travel partners to showcase their efforts.
The panel in Toronto agreed that travel insurance is “so important now – you have to protect your (travel) investment.”
U.S.
Similarly, panellists told Travel Industry Today that U.S. travel continues to struggle with many clients maintaining a “no way” attitude to venturing south of the border, even when it comes to connecting through U.S. airports.
Those who are travelling there are most likely going for business or pre- or post-cruises, they agreed.
But, added Jakki Prince, “It’s not my role to tell them whether they should go or not.”
During the event, Virtuoso’s General Manager, Canada, Karen Hardie, highlighted the continued evolution of Canadian luxury travel and the growing influence of advisors.
“Canadian luxury isn’t defined by excess, but by meaning,” she said. “Travellers are prioritizing stories, connection and authenticity over status. We’re also seeing a notable increase in how travellers plan, with intent to use a travel advisor eight percentage points higher in Canada than the global average, reinforcing the value of trusted expertise in delivering more personalized, high-impact travel experiences,” said Hardie.
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