Virtuoso’s Luxe Report for 2025 highlights five key travel trends based on feedback from travel advisors across 58 countries, emphasizing a rise in interest for cold weather destinations, termed “coolcations,” to avoid heat and crowds.
There is an increasing number of solo travellers, with ocean and river cruising identified as popular travel experiences for those venturing alone in the coming year.
The report also notes a growing interest in adventure and wellness travel, alongside a shift towards discovering new destinations through media influences rather than traditional bucket lists.
Culinary experiences are deemed essential to luxury travel, with top cruise destinations including the Mediterranean and Alaska, while popular adventure spots are Antarctica and Iceland, and the leading solo travel experiences feature guided tours and expedition cruising.
The five trends selected by the consortium incude:
- Ice-olated Escapes: The “coolcation” trend continues to gain traction, with an increasing number of travellers opting for cold-weather destinations to escape rising temperatures and avoid crowds. Notably, Antarctica has seen a rise in popularity, landing in second place on the list of top destinations to watch thanks to its growing cruise options and breathtaking landscapes, a striking comeback after not being featured last year. Iceland also maintains a position in the top five, highlighting the ongoing interest in Northern European countries.
- Sailing Solo: Travellers are embracing solo adventures with enthusiasm, especially in the cruising sector, where expedition, ocean, and river cruises are becoming popular choices for those who value flexibility and freedom. Solo cruising promotes personal growth and self-sufficiency, allowing individuals to explore new experiences at their own pace while enjoying the option for companionship with fellow passengers. Smaller cruise ships offer a sense of safety and the opportunity for shared excursions in intimate groups. Many cruise lines are now catering specifically to solo travellers, offering attractive deals, dedicated hosts, and engaging social activities to facilitate connections among guests.
- Born to be Mild: While adventure and wellness are still major motivations, upscale travellers in 2025 will seek a balance of excitement and relaxation. Some may push their limits in remote locations like Antarctica and Alaska, while others are drawn to destinations such as Colombia, Costa Rica, and Bhutan, where physical activities are complemented by wellness practices. These “softer” adventures not only promote personal achievement but also provide travellers with the chance to rejuvenate, ensuring they leave refreshed and ready for their next adventure.
- You Tell Me Travel: Instead of relying on conventional bucket lists, travellers are increasingly inspired by documentaries, books, favorite films, and recommendations from friends and family. TikTok continues to serve as a significant influence, featuring quick glimpses of previously overlooked destinations. However, nothing compares to the insights of travel advisors, who report that clients are now inquiring, “Where to next?” rather than specifying a particular destination.
- Palate and Place: Culinary experiences are now essential to luxury travel, with travellers prioritizing gastronomic adventures that highlight the authentic flavors and rich traditions of the locales they visit. Upscale travellers seek meals that transcend ordinary dining, focusing on experiences that immerse them in a destination’s culture through its cuisine—such as food tours, hidden markets, and unique dining spots like food trucks and street vendors. Consequently, some travel advisors dedicate weeks or even months to curating the perfect culinary journey for their clients to enjoy.
