6 Trends Virtuoso Advisors Say Will Shape Luxury Travel This Season
From soaring holiday demand to shoulder-season Europe, Virtuoso advisors across four markets reveal the trends shaping how affluent clients will book in the months ahead.
Photo: Calin Stan / Unsplash
At this year’s Virtuoso gathering, four top advisors from the U.S., Canada, the U.K., and Australia compared notes on what’s driving luxury travel demand heading into the next six months. Their conversation revealed a luxury market that remains resilient, but also more thoughtful—where clients are balancing rising prices with a desire for privacy, personalization, and new experiences.
Here, six key takeaways from their discussion:
Clients Are Spending Smarter, Not Less
Advisors agreed that business is still booming. “We are definitely still seeing a huge demand for travel,” said Bharti Keshwala, partnerships director for global elite and luxury at Reed & Mackay Travel. “Things are as busy as ever, but travel decisions are being made for the best quality for the money.”
That observation tracks with Virtuoso’s own mid-year figures: Overall sales are up 12% year-to-date, with hotel sales up nearly 26% compared with 2024. Even so, clients are being more selective. “They’re still going, they still want to make those memories happen, but they might be more inclined to step down in some areas,” said Eli Wagner, founder of California-based Wagner Bespoke Travel. “They’ll fly premium economy just to get there, but then spend three or four thousand on a suite once they arrive.”
Festive Season Bookings Are Driving Demand
Year-end travel is driving bookings across every market. “Australians don’t get to celebrate a white Christmas, so that’s certainly very popular,” said Chris McIlroy, managing director of Travel Inspirations. She noted that festive river cruises and multigenerational ski trips are in especially high demand.
From Canada, Carly Renshaw of Renshaw Travel reported a similar trend: “Christmas market river cruises are extremely popular. Canadians will also go south for the holidays, but we’re pivoting some clients away from the Caribbean because rates are so high and availability so limited.” That pivot makes sense, given that Caribbean ADRs are still running well above pre-pandemic averages, and limited airlift has kept pricing firm.
In the U.K., advisors said the holiday period rivals Thanksgiving in the U.S., with many plans made on-the-fly. “Our typical booking window is 18 days,” Keshwala explained. “We might get a request for a private jet tomorrow morning, and we have to move quickly.”
Shoulder Seasons Are Becoming a Sweet Spot
Higher rates and crowded cities are pushing more clients toward shoulder-season options. “We’re seeing a lot of people try to avoid over-tourism and the heat,” Mcillroy said. “Extending the European cruising season into October and November is really starting to drive business.”
Cruise lines have responded, adding Mediterranean departures deeper into fall. The result is favorable weather, fewer crowds, and lower rates that help advisors deliver a richer experience.
Destination Swaps Offer Better Value
Advisors are steering clients away from overcrowded favorites toward fresh alternatives. “Instead of Sicily, we’ll send them to Malta. Instead of Switzerland, Slovenia,” said McIllroy. The goal is both better value and a sense of discovery.
Wagner agreed that the execution of these trips comes down to partnerships. “It’s really about those relationships and creating those partnerships so that we can get those clients into a very busy tourist place with the right supplier, with the right partner, so that we elevate their experience.”
Airline loyalty is also influencing these shifts. With programs constantly moving the goalposts—Delta, for example, moved to revenue-only qualification in 2024—clients are less likely to route trips around status and more likely to follow value, opening the door for advisors to recommend new destinations and combinations.
Villas and Events Are Redefining Luxury Travel
Privacy-focused accommodations are climbing back to the top of the list. “Some of our most popular sales are two- or three-bedroom villas—families want that space and privacy but still like resort amenities,” said Renshaw. Demand reflects a broader trend: Marriott’s Homes & Villas platform saw 38% international growth in 2023, showing that private space with hotel-style services is resonating across markets.
Advisors also highlighted the rise of event-based travel. “Formula One has become extremely popular,” McIlroy noted, with clients now planning entire itineraries around race calendars. That also aligns with the numbers: The 2024 Las Vegas Grand Prix alone generated $934 million in economic activity, underlining the drawing power of marquee events.
Advisor Expertise Matters More Than Ever
The panel closed with a caution about information overload. TikTok clips and AI itineraries may inspire, but they can’t guarantee accuracy. “That restaurant may now be open only one day a week, or that hotel suite has been booked out for months,” said Renshaw.
For high-net-worth travelers, advisors’ ability to cut through noise, secure scarce inventory, and deliver vetted access is the difference between a trip that looks good online and one that actually works.
