Luxury and experiential travel specialist Virtuoso, which welcomed 4,800 industry professionals from 107 countries at its 37th annual Virtuoso Travel Week in Las Vegas last week, has revealed its latest findings on the sector, based on the opinions of its network of travel agencies and advisors, preferred partners and clientele. In a word, it is “robust.”
Virtuoso reports that overall sales across the network are up 12% in the first half of 2025 when compared to the same timeframe in 2024. Significantly, hotels have seen a 26% increase, which climbs to more than 33% in the second half of the year.
Canada
The report offers a wealth of Canadian-specific data. Key points include:
- 33% of Canadians expect to travel more
- 72% seek to relax and disconnect
- 7% increase in all-inclusives
- 54% have an affinity for sustainability
- Over-indexed on adventure and live entertainment
Top destinations for Canadians:
- U.S. overall – 46% (continental U.S. -7%)
- Europe – 39%
- Canada – 34%
Types of trips for Canadians:
- Beach – 60%
- City – 47%
- History/Museum – 23%
- Culinary – 22%
- Cruise – 20%
Cruise
While all travel categories show growth, according to Virtuoso, cruise and tour bookings are projected to see a steady rise. In fact, Virtuoso’s consumer survey data indicates 30% of luxury travellers from the U.S. and 20% from Canada plan to cruise within the next year, and they expect to spend on luxury sailings.
Virtuoso future cruise sales one to two years out that exceed $50,000 per booking are up 43% compared to the same time last year. Overall, future travel bookings in the $50,000 and above category are up 35% compared to 2024.
Professional guidance
Further, this appetite for enriching and personalized travel experiences translates into higher demand for professional guidance. Virtuoso reports a sustained 76% increase in the number of consumers seeking out travel advisors via the network’s web site.
According to Virtuoso’s 2025 Global Luxury Traveller Report, an annual survey of ultra-high-net-worth and high-net-worth travellers across 17 countries, 75% of Virtuoso clients say safety and security are of leading importance when planning travel, with 65% citing an added layer of protection as a top benefit of using an advisor, surpassing perks and upgrades, exclusive access and VIP accommodations.
Fall favoured
Once considered shoulder season, fall travel is now favoured amongst the luxe set. Virtuoso reports its fall bookings are up 30% with sales 39% above last year, followed closely by festive season bookings 35% higher than 2024’s robust holiday period and sales up by 38%.
The perception that international travellers are avoiding the U.S. is also challenged, as Virtuoso data shows that America still rates high with its luxury clientele across the globe, including those from Canada and Australia. Inbound travel sales to the U.S. have seen a modest uptick of 4% for January to July this year, while fall sales are up 27%.
Joining the U.S. on the top 10 list for fall getaways are perennial favourites such as Italy, France, the UK, Spain, Japan, Greece, Canada, and Portugal. And warm weather spots such as Mexico, Costa Rica and Anguilla are especially popular for holiday travel.
Generational travel
Virtuoso has also taken a keen eye to how different generations approach luxury travel, noting that 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. This generational divide is also evident in accommodation preferences: younger travellers gravitate towards villas and specialty accommodations like tents and lodges, options that offer both unique and experiential elements, while older generations seek out more refined comfort.
Impactful travel
The desire for more impactful travel continues to build, with 77% of Virtuoso advisors surveyed reporting that their clients are more interested in booking sustainable travel than they were just five years ago.
Across all generations, 64% of high-end travellers said they are interested in making sustainable travel choices during their trips, with 42% willing to pay more for companies that have adopted environmentally friendly philosophies and practices. While Gen Z and Millennials are leading this charge, it is Boomers who seem most invested in counteracting overtourism with their travel choices.
Wander Women
The rise of the “Wander Women” – a term coined by Virtuoso and Globetrender – is reshaping the face of solo travel. Women now represent 68% of solo adventurers, many of whom are leading the charge toward more mindful, sustainable journeys. Increasingly, these travellers are choosing to bypass over-touristed areas. The movement is particularly strong among women over 65, whose independent spirit and appetite for discovery are redefining what solo travel looks like.
Trends
When it comes to the hottest travel trends, “coolcations” can expect to continue with 79% of surveyed advisors agreeing that changing climate and/or extreme weather events and conditions affect travel planning and 55% reporting that their clients are choosing to travel at off-season/off-peak times due to the climate.
Top motivations for travel include spending quality time with the family specifically multi-generational travel – with 53% of Virtuoso travelers saying they intend to travel with multiple generations within the next year. There is a 23% uptick in celebration travel as well, year-over-year.
See the full findings here.
If this article was shared with you by a friend or colleague, you may enjoy receiving your own copy of Travel Industry Today with the latest travel news and reviews each weekday morning. It’s absolutely free – just CLICK HERE.