Despite speculation that international travellers are shying away from the US, Virtuoso’s Global Luxury Traveller Report 2025 has revealed otherwise.The trends report was shared during the 37th annual Virtuoso Travel Week in Las Vegas, currently underway, with the findings drawing from the luxury travel network’s US$90 billion in transactional data and surveys of travellers and advisers across 17 countries.“Virtuoso data shows that America still rates high with its luxury clientele across the globe,” the report said. In fact, inbound US travel sales from January to July rose 4%, with northern hemisphere autumn sales surging 27%.Luxury travel demand remains strong, with overall sales up 12% in the first half of 2025. Hotel bookings saw a 26% increase over the same period, rising to more than 33% for the second half. Future high-value bookings (US$50,000+) jumped 35% compared with 2024, and cruise sales in that same price range were up 43%.
Meanwhile, safety emerged as a growing priority for travellers, with 75% of Virtuoso clients citing safety and security as of leading importance when planning travel, while 65% gave “an added layer of protection” as a top benefit of using an advisor. In line with this, Virtuoso reported a 76% increase in consumers seeking travel advisers via virtuoso.com.Additionally, the research showed that autumn and holiday bookings were up 30% and 35% respectively, as well as the enduring popularity of “coolcations” – 79% of advisors reported that climate concerns were shaping client decisions.Generational preferences are also shifting. While Gen Z and Millennials seek “meaning-making” experiences and nontraditional accommodations, Boomers are leading the charge against overtourism, making more sustainable choices. According to Virtuoso, 64% of high-end travellers said they are interested in making sustainable travel choices, with 42% willing to pay more for eco-friendly options.Meanwhile, solo female travellers – dubbed “Wander Women” – are asserting their influence. Representing 68% of solo travellers, many are older women over 65 who are “redefining what solo travel looks like.”
