Virtuoso recently conducted a survey among its travel agency members and professional travel advisors from over 50 countries to gather insights on the upcoming travel trends. The findings from the 2024 Virtuoso Luxe Report revealed that travelers are becoming more comfortable and adventurous, seeking once-in-a-lifetime experiences in far-flung locations. The survey also indicated that travelers are increasingly aware of the value of time and the importance of spending it with the right people.
Despite global inflation and unrest, Virtuoso travel advisors reported that their clients are keen on fulfilling their travel dreams and are willing to pay for new and unique experiences. In fact, more than half of the advisors surveyed anticipate an increase in travel demand and spending per trip in 2024.
The Luxe Report identified five key trends that are expected to influence upscale travel in 2024. These trends reflect the evolving preferences and motivations of luxury travelers as they seek novel experiences and global exploration.
The first trend, “New Frontiers,” highlights the growing interest in venturing beyond the usual tourist destinations and exploring exotic and less-explored locations. Luxury travelers are drawn to cultural richness and re-emerging travel hotspots such as Japan and Iceland, offering unique and exciting itineraries for those seeking a departure from the norm.
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“Post-Pandemic Celebrations” continue to drive travel trends, with many travelers embarking on trips to commemorate milestones and share important moments with family. Multigenerational travel has also gained momentum, as families prioritize quality time together and meaningful experiences.
The third trend, “Honoring the Earth,” reflects a growing awareness of environmental sustainability and a desire to witness nature in its pristine form. Travelers are seeking destinations that have been recently impacted by natural disasters to support their recovery efforts while enjoying their natural beauty.
In line with the trend of seeking more intimate and authentic experiences, small-vessel cruising has gained popularity among upscale voyagers. River cruises and adventure cruising in destinations such as Alaska and Antarctica have emerged as top choices for luxury travelers in 2024.
Lastly, the trend of “At Ease” reflects the increased demand for custom and exclusive travel experiences to maximize comfort and convenience. Travelers are seeking private and exclusive-use options, such as private jets, yachts, and villas, to ensure a seamless and tailored travel experience.
According to the report, Italy retains its position as the favorite global destination, catering to families, honeymooners, and luxury travelers. Croatia and Portugal have also emerged as new European favorites, providing a respite from the crowds in Italy and Greece. Japan, with its refined culture and cuisine, leads the list of re-emerging destinations, while Southeast Asian countries like Thailand and Vietnam have captured the interest of many travelers in 2024.
The Luxe Report also highlighted related articles offering insights into family travel, the private tour industry, and unique travel experiences, providing further information and perspectives on the evolving landscape of luxury travel. These articles serve as valuable resources for both travelers and travel advisors as they navigate the changing trends in the industry.
In conclusion, the 2024 Virtuoso Luxe Report provides a comprehensive overview of the evolving trends and preferences in upscale travel, offering valuable insights for both travel advisors and their clients. As travelers continue to seek unique and meaningful experiences, the luxury travel industry is poised for an exciting year ahead, with a focus on adventure, celebration, sustainability, and personalized experiences.
