Virtuoso Identifies the Trends Redefining Luxury Travel, From Fallcations to City-Maxxing
Virtuoso, the leading global network specializing in luxury and experiential travel, unveiled its latest travel trends during the 38th annual Virtuoso Travel Week. Drawn from proprietary data and ongoing advisor and consumer surveys, the findings show luxury travelers choosing fall over summer, lingering longer and investing more to enjoy destinations at their best, without the crowds.
The Virtuoso network is on pace for a nearly 21 percent increase in year-over-year sales, building on an already strong 2025. Growth is broad-based, with every traveler-origin region up, led by Greater China at 34 percent, the United Kingdom and Ireland at 26 percent, the Middle East and Africa at 24 percent and Continental Europe at 23 percent, with the United States up 21 percent. Hotels lead with a 25 percent increase, followed by cruises at 22 percent, on-sites (destination management companies) at 18 percent and tour operators up 11 percent. Bookings at hotels charging $1,500 or more per night rose 37 percent, more than twice the rate of lower-priced properties. Luxury international hotels now average $1,653 a night and luxury U.S. hotels $1,445, up from $985 and $790 respectively in 2019.
