What’s trending with luxury travelers this summer? Affluent clients are impacted by some of the major summer trends affecting all travelers, but Virtuoso’s latest data zeroes in on what the consortia’s well-heeled clients are booking.
Here are the destinations experiencing the largest year-over-year growth, how Europe is faring after last year’s summer heat wave, what’s in store for the cruise industry and how much high-end travelers are willing to pay.
Asia and the Caribbean Are Increasingly Popular This Summer
Three of the destinations experiencing the most growth are in Asia (Thailand with 162% year-over-year growth, Japan with 126% and Singapore with 52%). The Caribbean is also welcoming more travelers, with Anguilla experiencing a 70% jump in year-over-year summer bookings, followed by Bermuda (50%) and St. Barts (49%).
What About Europe?
According to Virtuoso, “traditional favorites like Italy are seeing a modest three percent rise in bookings compared to last summer, not surprising given its incredible upward trajectory for the past several seasons.”
Scandinavia, on the other hand, is seeing a 27% increase in bookings, with Iceland (49%) and Sweden (47%) leading the charge. Other cooler-weather locales are also experiencing gains, including the Netherlands (33%), Norway (16%) and Ireland (13%).
Virtuoso Advisors Expect Cruising to Overtake Land-Only Experiences
More than half of Virtuoso advisors (58%) believe that cruising will be the leading tourism sector in 2024-2025.
The highest anticipated bookings are for premium ocean cruise lines (34%), followed by luxury ocean lines (27%), river cruising (22%) and expedition cruising (15%).
According to Virtuoso, the biggest trends include “destination immersion with more nights in port or overnights on land; cruising to cold-weather climates such as Alaska, Antarctica and the Arctic; and a rise in female solo cruising.”
Business Has Been Good — Despite Costs
Virtuoso 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.
How Are Hotel Rates This Summer?
Average daily rates have risen, with a nine percent year-over-year increase in rates this summer. July is the most expensive month, with rates at Virtuoso properties exceeding $1,750 per night.
Average global booking windows have increased to 112 days, which marks a 10% increase.
