Virtuoso has analyzed intel from its data warehouse exceeding $63.6 billion in transactions to unveil the top destinations and trends for summer and beyond. Luxury travelers are making some surprising choices this season as they shake off inflation and seek out cultural immersion, new experiences and ways to beat the heat and the crowds. From riding the wave of the cruise industry’s newest ships and itineraries to embracing sustainable and adventurous travel choices, the common thread is that they’re turning to the guidance of professional travel advisors.
Virtuoso takes a look at where travelers are heading for luxury experiences.
The Virtuoso Hot 10
The countries experiencing the largest percentage of year-over-year growth in bookings for summer 2024 include:
- Thailand (+162 percent)
- Japan (+126 percent)
- Anguilla (+70 percent)
- Singapore (+52 percent)
- Belgium (+50 percent)
- Bermuda (+50 percent)
- Iceland (+49 percent)
- Saint Barthélemy (+49 percent)
- Sweden (+47 percent)
- Netherlands (+33 percent)
With three countries in the Hot 10, travelers are returning to Asia to enjoy cultural experiences and hospitality. Thailand tops the list with a 162 percent increase in bookings compared to the same period last year. While buzz surrounding the latest season of “The White Lotus” is contributing to its rise, Thailand’s beaches and focus on wellness make it a holistic haven for travelers in need of rejuvenation. Japan, the top re-emerging destination in the 2024 “Virtuoso Luxe Report,” continues its rise to popularity, appealing to everyone from anime enthusiasts to foodies. It’s no longer solely about cherry blossom season, as Japan is becoming a year-round destination. Singapore closely follows with a 52 percent rise, kicked off by the “Swift Lift” from early this year that put it squarely on the radar for travelers wanting a blend of diverse cultures.
Travelers are still Europe-bound this summer but are foregoing traditional favorites, opting instead for the cooler climes of the north. While traditional favorites like Italy are seeing a 3 percent rise in bookings compared to last summer—not surprising given its upward trajectory for the past several seasons—it’s Scandinavia that is having a moment with a 27 percent increase in bookings. Iceland and Sweden are particularly popular, as well, with increases of 49 percent and 47 percent, respectively. Other cool-weather European destinations on the rise include the Netherlands, which is still seeing year-over-year growth of 33 percent, while Norway is up 16 percent and Ireland by 13 percent.
A recent survey of Virtuoso advisors found that 58 percent anticipate cruising will emerge as the strongest tourism sector in 2024-25, surpassing land-only experiences. Among the cruise categories with the highest anticipated bookings, premium ocean takes the lead at 34 percent, followed by luxury ocean at 27 percent, river at 22 percent and expedition at 15 percent. Some of the biggest trends shaping the industry include destination immersion with more nights in port or overnights on land; cruising to cold-weather climates like Alaska, Antarctica and the Arctic; and a rise in female solo cruising. With new cruise lines, including those that more closely mirror hotel stays, and vessels joining the market, there’s an option to suit every traveler.
The “Brand & Traveler Trend Tracker Study,” a proprietary Virtuoso survey of high-value travelers across 15 countries conducted by YouGov, reveals that Millennials and Gen Z are increasing their travels in 2024, while demand for travel among Gen X and Boomers remains steady. A notable trend among younger travelers is their emphasis on sustainability. They exceed other generations in their prioritization of travel experiences that promote environmental responsibility and benefit local communities, and they are willing to pay more for them. Millennials and Gen Z are also twice as likely to seek an adrenaline rush or participate in social impact activities. This shift is also evident even at sea. Fifty-nine percent of Virtuoso advisors have noticed a demographic transformation underway in the cruise industry, with 36 percent attributing this change to increased bookings from Millennials and Gen Z.
Travel plans, whatever their destination, size or length of stay, are improved with expert guidance. Between navigating flights and chaotic airports, travel insurance policies, securing access during one of the busiest travel seasons on record, and creating tailored experiences, travelers rely on advisors for their advice, exclusive access and support. The demand remains strong: Virtuoso global sales made between January and April 2024 for travel in 2025 and 2026 are up 49 percent, while future cruise sales are up 52 percent, compared to transactions made over the same time period in 2023 for travel in 2024 and 2025. Hotel average daily rates (ADRs) also continue to climb, with a 9 percent year-over-year increase in rates this summer. July marks the peak, with rates exceeding $1,750 per night. Average global booking windows have increased 10 percent to 112 days. Planning vacations earlier allows travelers sufficient time to incorporate the guidance of a Virtuoso travel advisor and ensures their advisor secures them desired hotels and room categories.
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