GROWING DEMAND FOR TRAVEL ADVISORS
The demand for tailored travel experiences is leading more individuals to seek out professional travel advisors. According to a report by Virtuoso, there has been a remarkable 76% increase in consumers reaching out to travel advisors through its platform. The network’s recently published 2025 Global Luxury Traveler Report reveals that 75% of clients prioritize safety and security when arranging their trips. Furthermore, 65% of these travelers consider the added assurance provided by advisors to be more critical than receiving special perks or upgrades.
EXPLOSION OF SHOULDER SEASON TRAVEL
Fall travel, which was traditionally seen as a shoulder season, has gained immense traction among luxury travelers. Data from Virtuoso indicates that fall bookings have surged by 30%, with sales reflecting a 39% increase compared to 2024. Additionally, festive season bookings have also witnessed significant growth, experiencing a 35% rise in bookings and a 38% increase in sales. Contrary to the belief that international travelers shy away from the U.S., Virtuoso reports a steady increase in inbound luxury travel, with year-to-date sales up by 4% and fall bookings soaring by 27%. The U.S. now competes with classic favorites like Italy, France, the UK, Spain, Japan, Greece, Canada, and Portugal as top destinations for fall travel.
EVOLUTION OF TRAVEL PREFERENCES
Virtuoso highlights distinct generational shifts in travel preferences. Younger travelers, including Gen Z and Millennials, are increasingly on the lookout for transformative and immersive experiences, favoring unique accommodations such as villas, tents, and lodges. In contrast, older generations like Gen X and Baby Boomers tend to prioritize comfort and relaxation, often opting for traditional lodging. Moreover, sustainability continues to grow in importance, with 77% of Virtuoso’s advisors reporting heightened interest in sustainable travel among clients compared to five years ago. Notably, Baby Boomers are taking charge in combating overtourism by selecting less crowded destinations.
Climate considerations are also subtly influencing travel decisions. About 79% of advisors note that changing weather patterns affect client choices, with 55% observing a shift towards off-season travel to evade extreme conditions. Multi-generational travel remains a key trend, as 53% of Virtuoso clients plan to travel with multiple generations in the upcoming year. Celebration travel is also on the rise, showing a 23% increase year-over-year.
EMERGENCE OF ‘WANDER WOMEN’
The rise of the term “Wander Women,” coined by Virtuoso and Globetrender, showcases the increasing impact of women in solo travel. Currently, women account for 68% of solo travelers, with many opting for mindful and sustainable journeys away from heavily visited areas. This trend is particularly noticeable among women over 65, who are transforming solo travel experiences with a focus on independence and curiosity.
As Virtuoso Travel Week progresses until August 15, the event highlights industry achievements and will culminate in a celebratory gala. For continuous updates, follow @VirtuosoLtd on Instagram, and visit Virtuoso Travel on Facebook and LinkedIn for more information.
