LONDON (November 14 2024) – Virtuoso®, the global network renowned for luxury and experiential travel, is uniquely positioned to identify the key trends shaping travel in the year ahead. The 2025 Virtuoso Luxe Report: U.K. and Ireland once again taps into the collective knowledge of Virtuoso’s industry-leading travel agency members, and their teams of professional travel advisors, to determine what’s now and next for in-the-know travellers. Findings show a yearning for transformative and authentic experiences, fueled by an adventurous spirit and a desire to forge deeper connections with family, friends and new surroundings.
In 2025, Virtuoso clients continue to prioritise exploration and personalised experiences, but they are increasingly focused on maximizing value without compromising quality. While luxury travellers are willing to spend more, they are also mindful of rising costs and want to ensure their investment enhances their travels, making their relationship with a trusted travel advisor all the more important. More than half of Virtuoso advisors surveyed anticipate a slight rise in travel demand next year, with 25 percent expecting a significant increase. Additionally, 57 percent predict a modest uptick in spending per trip, while 22 percent believe pricing will remain steady.
The Luxe Report identified five key trends highlighting how upscale globetrotters in the U.K. and Ireland are establishing their influence in the travel-sphere for 2025.
- Ice-olated Escapes: The “coolcation” trend shows no signs of slowing down, as more travellers request cold-weather destinations to escape the rising temperatures and avoid crowds. Antarctica has surged in popularity due to its expanding cruise options and pristine landscapes, claiming the third spot among the destinations to watch after not appearing on last year’s list. Norway also ranks in the top five, reemphasizing the trend toward northern European countries. This shift is largely driven by climate change, with 64 percent of advisors reporting that their clients are altering their plans due to its effects – up 18 points from last year. Sixty-nine percent of advisors say clients are opting for shoulder season or off-peak travel, 79 percent say they now favour destinations with more moderate weather and 14 percent are looking to minimize their carbon footprint with offsetting initiatives.
- Sailing Solo: Travellers seeking freedom and flexibility have no hesitation going it alone, and expedition cruising is proving to be a key trend amongst the solo set. Promoting personal growth and self-reliance, solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers if desired. Expedition cruising offers a more intimate small-ship experience with activities like wildlife watching and exploring remote landscapes alongside like-minded companions in small groups. Many cruise lines now cater to solo voyagers with special deals, dedicated hosts and curated excursions, making it more accessible and attractive for anyone looking for a solo journey of discovery.
- Born to be Mild: Adventure and wellness continue to be significant motivators, but in 2025, upscale travellers will pursue a harmonious balance of exhilaration and relaxation. While some venture to the extreme frontiers of Antarctica and Alaska, others are drawn to destinations like Thailand, Australia and Bhutan, where physical activity meets wellness practices. These “softer” adventures not only cultivate personal accomplishment but give travellers the chance to unwind and recharge, leaving them refreshed and ready for their next big adventure.
- You Tell Me Travel: Rather than sticking to well-worn bucket lists, travellers are finding new inspiration in documentaries, books, beloved films and recommendations from friends and family. TikTok remains a powerful influence, delivering rapid-fire clips of destinations previously overlooked. Yet nothing rivals the expertise of travel advisors, who report their clients are now reaching out to ask, “Where to next?” rather than naming a specific destination.
- Palate and Place: Culinary experiences have become a crucial element of luxury travel, and globetrotters are prioritizing gastronomic discoveries that showcase the authentic local flavours and unique traditions of the places they visit. High-end visitors want meals that go beyond traditional dining, with an emphasis on experiences that immerse them in a destination’s culture through its cuisine – think food tours, hidden markets and one-of-a-kind eateries, like the best food trucks and street vendors. As a result, some advisors report spending weeks, even months, curating the ideal culinary immersion for their clients to savour.
Key findings from the 2025 Virtuoso Luxe Report – U.K. and Ireland:
Thailand has emerged as the top destination on the rise, with its popularity set to climb following the White Lotus effect. Reflecting a growing demand for cultural immersion, authenticity has ranked within the top five travel trends for next year. Meanwhile, U.K. travellers’ increasing preference for exclusive-use options has propelled it from third place last year to the top travel trend. Dethroning Italy for the first time, Greece has become both the leading global and family destination for 2025. London has replaced Paris as the preferred city, while Tokyo’s momentum has carried it into this year’s top five. Japan was also named a favourite among families, offering unique cultural experiences like ryokan stays and tea ceremonies, alongside family-friendly attractions such as the upcoming Universal Expo and the Studio Ghibli Museum. Croatia has made its mark in the top destinations on the rise, with Dubrovnik still drawing crowds. However, there’s growing interest in lesser-known spots like Istria, especially amongst gourmet enthusiasts who are looking to venture beyond the obvious to enjoy truffle hunting and wine-tasting.
| Top Travel Trends | Destinations on the Rise |
| 1. Exclusive use (private villas, yachts/jets etc.) 2. Family Travel (immediate family) 3. Beach resort stays 4. Authenticity 5. Active Travel | 1. Thailand 2. Croatia 3. Antarctica 4. India 5. Norway |
| Top Global Destinations | Top Cities |
| 1. Greece 2. Italy 3. Japan 4. France 5. United States | 1. London 2. Paris 3. Tokyo 4. Dubai 5. New York City |
| Top Family Travel Destinations | Top Adventure Destinations |
| 1. Greece 2. Italy 3. France 4. Spain 5. Japan | 1. Antarctica 2. South Africa 3. Australia 4. Kenya 5. Iceland |
| Top Honeymoon Destinations | Top Cruise Itineraries |
| 1. Maldives 2. French Polynesia 3. Bali 4. Italy 5. Greece | 1. Antarctica 2. Mediterranean 3. Caribbean 4. Alaska 5. Galápagos Islands |
| Top Aspects of Sustainable Tourism | Top Travel Motivations |
| 1. Wildlife conservation/interaction 2. Avoiding over-touristed destinations 3. Staying at sustainably minded hotels and resorts 4. Booking with companies that employ locals 5. Booking with companies with ethical standards | 1. Celebrating a milestone 2. Escaping foul weather 3. Excitement of exploring a new destination 4. Health and wellness 5. Rest and relaxation |
| Top Solo Travel Experiences | |
| 1. Guided tours 2. Japan 3. Bali 4. England 5. Expedition cruising |
More than 2,200 travel advisors from Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East took the Luxe Report survey, drawing on their extensive knowledge, professional experience and client requests to offer insight into 2025’s top trends.
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About Virtuoso
Virtuoso® is the leading global travel agency network specialising in luxury and experiential travel. This by-invitation-only organisation comprises over 1,200 travel agency locations with more than 20,000 travel advisors in 54 countries throughout North America, Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. Drawing upon its preferred relationships with more than 2,300 of the world’s best hotels and resorts, cruise lines, airlines, tour companies and premier destinations, the network provides its upscale clientele with exclusive amenities, rare experiences and privileged access. Normalised annual sales of (U.S.) $28-$32 billion make Virtuoso a powerhouse in the luxury travel industry. For more information, visit www.virtuoso.com.
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