After gathering data and insights from its network of travel advisors, preferred partners and high-net-worth clientele, Virtuoso says it has its finger on the pulse of what’s cool and emerging in travel for the remainder of the year. From the “White Lotus Effect,” to travelling with the pooch, and summer’s hottest destinations, here are some key insights shaping the industry.

Travel trends ramping in 2025:

• Reel roaming: Let’s call it the “White Lotus Effect.” In 2025, the trend of “Reel Roaming” – where travellers flock to destinations featured in their favourite movies or TV shows –is continuing to gain momentum. A prime example: Following the release of season two of The White Lotus in October 2022, Virtuoso data revealed a staggering 424% surge in travel bookings to Sicily. Likewise, luxury travel to Thailand has seen a strong start in 2025, with bookings up by 41% and sales continuing to climb. The average daily rate (ADR) has also risen by 10%.
• Blizzard beasts travel: Polar safaris offer encounters with the region’s most elusive wildlife in their natural habitats (for example, penguins in Antarctica, polar bears in South Georgia, and narwhals in Canada) but equally, if not more, importantly, they also support vital conservation projects. In short, they’re a win-win for travellers: bragging rights for gorgeous photography as well as impactful journeys.
• Solo travel: Solo travellers (particularly women!) continue to blaze trails, venturing further than ever and inspiring others to follow suit. Recent Virtuoso data shows that females now make up 71% of solo travellers. Increasingly, they’re embracing traditionally group-oriented experiences, such as cruising. Promoting personal growth and self-reliance, solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers (if desired). Many exploration lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.
• Pet travel: High-end airlines and hotels are rolling out the red carpet for pets, offering animal-friendly accommodation, exclusive amenities and even first-class travel options. Pet owners are happily splurging to ensure their furry companions travel in comfort. Distance is no barrier – from weekend getaways to international trips, travellers are eager to bring their passported pooches along.

Sustainability in focus

Sustainability is increasingly a greater factor in travel choices, with 26% of Virtuoso advisors saying their clients are committed to reducing their carbon footprint by supporting carbon offsetting initiatives. According to a recent survey of Virtuoso travellers, 59% are willing to spend more on responsible travel if they know how the funds are being used. Virtuoso advisors can help guide clients toward destinations and partners that align with their values and interests, so that having a positive impact and traveling well go hand-in-hand.

Trending destinations for summer travel 

When looking at where travellers are headed this summer, as always, the European summer continues to reign supreme. Specifically, travellers are showing more interest beyond Europe’s beloved cities. The UK countryside saw a 173% increase in sales last year, and Algarve saw a 110% increase. The Athenian Riviera is a hot destination, too, as hotel ADRs showed a 132% increase year-over-year, a tell-tale sign of high demand.

Following the “cool-cations” trend that emerged in recent years, European destinations with more moderate climates, including Scandinavia, Iceland, Denmark, Finland, Iceland, Norway and Sweden, have thus far seen a 263% year-over-year increase for travel already booked for this summer. The slopes are calling, too, as Courchevel saw a 132% jump in sales year-over-year, as well as St. Moritz (+153%) and Val-d’Isere (+457%).

The hottest destination on the rise in Europe, based on year-over-year sales for travel already booked for this June, July and August, is Slovenia (+473%). Other places to watch this summer include Croatia (+356%), Malta (+108%), Montenegro (+24%), Turkey (+272%), Austria (+254%), Czech Republic (+309%), Germany (+59%) and Hungary (+143%).

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