Last month, I attended the 37th annual Virtuoso Travel Week in Las Vegas, widely regarded as “the Fashion Week of luxury travel.” At the event, Virtuoso released its latest findings on luxury travel trends and booking patterns for 2025. Their insights highlight a strong market fueled by high-net-worth travelers who continue to prioritize experiences, personalization and safety.
The U.S. travel industry is showing signs of steadying in 2025, driven mainly by higher-income and luxury travelers. Airlines, hotels and booking platforms report strong demand for premium experiences, especially international trips and upscale accommodations. Middle- and lower-income travelers are more cautious, taking shorter domestic trips, booking at the last minute, or postponing travel. The luxury market, however, is thriving and supporting the overall recovery.
Virtuoso reports overall sales for January through June 2025 are up 12 percent compared to the same period in 2024. Hotel bookings surged nearly 26 percent and second-half sales are expected to rise more than 33 percent. Cruise bookings for trips over $50,000 per traveler are up 43 percent year over year while tours and other experiential trips continue to grow steadily. Fall and holiday season bookings are particularly strong, with fall reservations up 30 percent and festive season bookings 35 to 38 percent higher than last year.
High-net-worth travelers remain largely insulated from broader economic swings. They prioritize safety, security and personalized experiences over general market concerns. The average booking window for luxury trips is 122 days, unchanged from 2024, showing that early planning is still important to secure popular accommodations and exclusive experiences. Many clients, 76 percent, also turn to travel advisors for guidance, underscoring the value of professional expertise in luxury travel.
Generational differences are shaping travel choices. Gen Z (born from 1997 to 2012) and Millennials (1981–1996) seek immersive, transformative experiences and often choose unique accommodations like villas, tents, and lodges. Older travelers prefer comfort and relaxation and look for well-curated experiences. Sustainability is increasingly important, with 77 percent of advisors reporting growing client interest and 42 percent of travelers willing to pay more for environmentally responsible companies. Solo female travelers, particularly those over 65, are also driving growth, favoring mindful journeys away from crowded destinations.
Virtuoso’s top 10 fall travel destinations for 2025 highlight the range of experiences luxury travelers want
- United States – Fall bookings are up 27 percent
- Italy – Vineyards, historic sites, and rich culture
- France – Art, culture, and culinary delights
- Mexico – Warm-weather escapes including Anguilla and Costa Rica
- United Kingdom – History, culture, and scenic landscapes
- Spain – Vibrant culture and beautiful coastlines
- Japan – A mix of tradition and modern experiences
- Greece – Ancient ruins and stunning islands
- Canada – Vast landscapes and dynamic cities
- Portugal – Rich history, coastlines, and cuisine
Overall, while middle- and lower-income travelers remain cautious, luxury travel continues to grow. Hotels, cruises and tours in the upper market are seeing strong demand driven by early planning, international interest, and a focus on personalization, safety, and sustainability. Multi-generational trips, celebration travel, and immersive experiences are all becoming more popular.
Luxury travelers remain the backbone of the travel industry’s recovery. They continue to book confidently, explore global destinations and drive trends in personalized and sustainable experiences while setting the pace for growth through 2025 and beyond.
I wasn’t surprised by any of the top 10 destinations since this is what I’m seeing on my end through either reader questions or the places I see my friends and family traveling to on social media. Above is a photo I snapped of Virtuoso’s top countries for fall travel according to their agents in Australia, Canada and the USA.
