The luxury travel landscape continues to evolve, with transformative experiences, sustainability, and personalisation taking centre stage. Insights from Virtuoso’s presentation at ILTM Cannes 2024 and the Luxe Report highlight a dynamic future for travel advisors catering to discerning clientele.
The Virtuoso view: transformative luxury travel in 2025
During his presentation at ILTM 2024, Virtuoso CEO Matthew Upchurch emphasised the ongoing demand for bespoke experiences. Virtuoso’s network of over 20,000 advisors across 58 countries reported a significant increase in the reliance on their expertise, with a 76% rise in clients seeking tailored travel services.
Travel demand and spending are expected to rise modestly in 2025, underscoring the resilience of the industry amidst global challenges. Virtuoso’s strategy of leveraging AI alongside human connections highlights a dual approach to creating value in a competitive marketplace.
Top trends from the Luxe Report
Drawing from over 2,200 travel advisors worldwide, Virtuoso’s Luxe Report identifies five key trends shaping the preferences of upscale travellers:
- Family travel and celebrations
Multi-generational travel remains a cornerstone, with families seeking opportunities to bond through shared cultural and adventure experiences. Popular destinations include Italy, Greece, and Japan, offering a mix of heritage and modern appeal. - Adventure and wellness
Upscale travellers increasingly seek “soft” adventures that combine physical activity with holistic wellness. Destinations like Costa Rica and Bhutan offer retreats that balance exhilaration with relaxation. - Culinary immersions
Culinary travel is surging in popularity, with clients requesting bespoke food tours and access to hidden gastronomic gems. These experiences often serve as a gateway to deeper cultural understanding. - Sustainability and climate awareness
Advisors report a growing preference for destinations with moderate weather and eco-conscious offerings. Avoiding over-touristed locations and supporting local communities are key priorities for clients. - Solo journeys
The demand for solo travel continues to grow, driven by the desire for flexibility and self-discovery. Small-ship cruising and guided tours offer secure and intimate experiences for solo travellers.
Emerging destinations: where to next?
While classic destinations like Italy and France dominate the charts this year, rising stars include Portugal, Antarctica, and Iceland. Portugal’s appeal is fuelled by its scenic beauty and rich culinary heritage, while Antarctica captivates with its pristine, untouched landscapes. These destinations offer a mix of exclusivity and experiential depth, resonating strongly with luxury travellers.
Opportunities for travel advisors
The insights from Virtuoso and the Luxe Report underline the pivotal role of travel advisors in shaping the future of luxury travel through transformative experiences. To thrive in 2025, advisors should:
- Embrace technology: Use AI to streamline processes and personalise client experiences while retaining the human touch that defines luxury travel.
- Prioritise sustainability: Align offerings with clients’ growing environmental consciousness by promoting eco-friendly destinations and operators.
- Offer tailored experiences: Craft itineraries that integrate wellness, adventure, and cultural immersion, catering to clients’ specific interests and goals.
- Foster connections: Strengthen relationships with clients by understanding their evolving preferences and curating once-in-a-lifetime experiences.
Key take-aways for Saudi inbound travel
The global trends highlighted by Virtuoso and the Luxe Report offer significant lessons for those involved in the Saudi inbound travel market. To capitalise on these insights, Saudi Arabia would benefit by developing the following elements:
- Leverage family appeal: With multi-generational travel thriving, Saudi Arabia’s rich cultural heritage and family-friendly attractions can position it as a top destination for luxury travellers.
- Develop wellness tourism: Incorporating wellness-focused experiences, from desert spa retreats to holistic health evaluations, can attract high-net-worth individuals seeking rejuvenation.
- Further promote sustainability: Highlight eco-conscious initiatives, such as sustainable desert lodges and conservation-focused experiences, to align with global priorities (this is already the case, but the more, the better).
- Elevate culinary offerings: Showcase Saudi Arabia’s diverse gastronomy through curated food tours and exclusive dining experiences.
- Embrace technology: Integrate AI-driven services for personalisation while maintaining a human connection, crucial for creating exceptional experiences.
By aligning with these global trends, Saudi Arabia would enhance its appeal as a “transformative” destination discerning travellers, solidify its position as a premier luxury destination, and ensure sustainable growth in the years to come.
…
Read also: Buzz vs reality: global luxury travel trends report released @ ILTM
…
Photo – top of page – tourists in AlUla (Photo courtesy of STA)
