Amid reports of significant downturns in inbound tourism to the United States, Virtuoso offers a contrasting perspective, particularly within the luxury travel segment.
At the opening of its 37th annual Travel Week in Las Vegas, Virtuoso presented data indicating robust activity in high-end travel, specifically regarding U.S. bookings.
Drawing from over $90 billion in transactions and ongoing surveys, Virtuoso revealed a 12 percent rise in overall sales from January to June 2024 compared to the same period in the previous year. Hotel bookings have surged by nearly 26 percent, with an even greater increase projected for the latter half of the year. Cruise and tour reservations are also climbing, with 30 percent of U.S. luxury travelers and 20 percent from Canada planning to take a cruise within the next year.
Future travel plans show promising trends as well. Bookings for luxury voyages priced above $50,000 that are planned one to two years in advance have risen by 43 percent year-over-year, while overall travel bookings in this price range increased by 35 percent.
This rising demand has sparked increased interest in professional travel planning. Virtuoso has recorded a consistent 76 percent rise in consumers seeking advisors via virtuoso.com. According to the 2025 Global Luxury Traveler Report, 75 percent of clients prioritize safety and security, with 65 percent indicating that enhanced protection is the primary reason for engaging a travel advisor, surpassing exclusive perks and accommodations.
The fall season is emerging as a peak period for affluent travelers, with Virtuoso noting a 30 percent increase in fall bookings and a 39 percent rise in sales compared to the previous year. Bookings for the festive season are tracking 35 percent ahead of 2024. Despite international claims that foreign visitors are shying away from the U.S., Virtuoso reports a 4 percent uptick in inbound sales from January to July, with fall bookings up by 27 percent. Popular destinations this fall include Italy, France, the U.K., and Spain, alongside warm-weather retreats like Costa Rica and Anguilla for the holidays.
Generational shifts are influencing travel preferences. Gen Z and Millennials are increasingly drawn to meaningful experiences, favoring unique accommodations such as villas and tents. In contrast, older travelers gravitate toward traditional luxury and comfort. Sustainability is also a focal point, with 77 percent of Virtuoso advisors noting that clients have a heightened interest in eco-conscious travel compared to five years ago. Baby boomers particularly aim to avoid overtourism, while younger travelers drive the demand for sustainable options.
The trend of “Wander Women” is also gaining traction, with women over 65 making up 68 percent of solo travelers, seeking independent and sustainable travel experiences.
Luxury travelers are entering 2025 with a sense of purpose. They are planning larger trips well in advance, seeking tailored advice, and looking for transformative experiences. Whether dreaming of a villa in Tuscany or a tented lodge in Botswana, the message from Virtuoso’s community is unmistakable: the demand for luxury travel is not just stable; it is on the rise.
