Virtuoso has released new survey findings highlighting how luxury travelers are approaching sustainability. Based on responses from more than 250 U.S.-based Virtuoso advisors in March 2026, the data shows clients are prioritizing choices that ease pressure on destinations, support local communities and enhance the overall travel experience.
When asked which aspect of sustainability has the greatest impact on their clients’ travel experiences, 57 percent of advisors pointed to avoiding overcrowded destinations as a top priority. Additionally, 25 percent identified supporting local communities and economies as a key factor shaping client preferences, reflecting the rising demand for more intentional and immersive travel experiences.
Advisors are also seeing a notable shift in travel timing, with 79 percent reporting that their clients are more regularly choosing to travel during off-peak times. Among this group, 60 percent of advisors said their clients are motivated by the opportunity to avoid crowds and mitigate overtourism, while 29 percent said they are drawn by the added value and flexibility of off‑season pricing.
As interest in sustainable travel grows, advisors say the bigger barrier isn’t cost but a lack of clear information. While 23 percent cite insufficient details as the main reason clients hesitate, only 10 percent say price is a deterrent. Advisors point to a need for more transparent, accessible communication from travel companies, including how sustainability efforts enhance the guest experience and fit within a client’s budget. Nearly half (49 percent) also say firsthand experiences—such as educational trips or study tours—are the most effective way for partners to demonstrate their sustainability efforts. “Many travelers want to make more thoughtful decisions about when and where they travel, but they need clear guidance to do so with confidence,” said Jessica Hall Upchurch, Virtuoso’s Vice Chair and Sustainability Strategist. “Advisors play a critical role in turning that intent into action, helping clients understand that through their choices, they can ease pressure on destinations and have an even better experience than they expected.”
