Walking the halls of Bellagio, Aria and Vdara in Las Vegas last month, there was a buzz of excitement in the air as travel advisors, suppliers, media and anyone else with their toes in the travel industry networked, conducted business, gained knowledge, etc., during the 2025 Virtuoso Travel Week.
Optimism for travel—even in these uncertain times—was evident throughout the conference, but still, the question many of us had on our minds was: Is travel demand slowing—or just shifting?
This was the topic at hand during Virtuoso’s State of Travel in 2025 press conference, moderated by Misty Belles, Virtuoso’s VP, Global Public Relations. Right out of the gate, Belles acknowledged that, “Travel is a mixed bag right now. We’re all hearing the news. We’re reading the reports. We’re even writing the stories about how travel is down, especially to the U.S. and it makes sense. Travel is susceptible to geopolitical situations, to economic instability and to consumer confidence. But at the same time, our advisors are telling us that they are incredibly busy, almost busier than ever…there appears to be either a disconnect or at least another side of the story.”
According to Virtuoso’s latest findings, which are based on its data warehouse of $90 billion in transactions and an ongoing series of advisor and consumer surveys, travel is very robust. In fact, Virtuoso is reporting that overall sales are up 12 percent for January through June when compared to the same timeframe in 2024, with, hotels seeing a nearly 26 percent increase, climbing to more than 33 percent in the second half of the year. While all travel categories show growth, according to Virtuoso, cruise and tour bookings are projected to see a steady rise. In fact, Virtuoso’s consumer survey data indicates 30 percent of luxury travelers from the U.S. and 20 percent from Canada plan to cruise within the next year, and they expect to spend on luxury sailings. Virtuoso future cruise sales one to two years out that exceed $50,000 per booking are up 43 percent compared to the same time last year. Overall, future travel bookings in the $50,000 and above category are up 35 percent compared to 2024.
That said, Belles did note that “there are pockets where travel has indeed softened. Overall, though, what we have learned is that luxury travel just behaves differently and we know that intuitively, but now we have the data to support that as well.”
In fact, contrary to what the World Travel & Tourism Council (WTTC) is forecasting that the U.S. economy is set to lose $12.5 billion in international traveler spend this year, Virtuoso’s findings indicate that the U.S. remains a “top travel destination for our [luxury] travelers,” says Belles. Inbound travel sales to the U.S. have seen a modest uptick of 4 percent for January to July this year, while fall sales are up 27 percent.
And U.S. travelers will be sticking close to home this fall, according to data revealing the “top countries for fall travel” as our own backyard is the most popular in that category, followed by Italy, France, Mexico and the UK. And the “festive travel top 10” list for 2025 is topped by U.S., followed by “warm weather favorites” as Belles noted, such as Mexico, Anguilla, Costa Rica, Turks & Caicos, St. Barths, The Bahamas and Cayman Islands. Also on the list, you’ll find Canada and France.
Virtuoso reports its fall bookings are up 30 percent with sales 39 percent above last year, followed closely by festive season bookings 35 percent higher than 2024’s robust holiday period and sales up by 38 percent.
What’s Trending
The desire for more impactful travel continues to build, with 77 percent of Virtuoso advisors surveyed reporting that their clients are more interested in booking sustainable travel than they were just five years ago. Across all generations, 64 percent of high-end travelers said they are interested in making sustainable travel choices during their trips, with 42 percent willing to pay more for companies that have adopted environmentally friendly philosophies and practices. While Gen Z and Millennials are leading this charge, it is Boomers who seem most invested in counteracting overtourism with their travel choices.
Added Belles, “Sixty-eight percent of advisors said that they feel like their clients understand the positive impact of their travels, while about 60 percent said that their clients understand the potential negative impact with their travel. And if you’re like me and you wondered just how much carbon offsetting really factors into travel planning, I’m sad to say not as much as we would like right now, but it is at least increasing.”
Virtuoso’s surveys point to the fact that when it comes to U.S. travelers specifically, 30 percent plan to cruise in the next year; 39 percent plan to travel more in 2025; 76 percent travel to relax/disconnect; and 49 percent have an affinity for sustainability.
“Domestic travel is always strong within the U.S. [for U.S. travelers} so we see that continuing, though, interestingly, it’s down just a little bit compared to where it was year over year.”
Europe and the Caribbean are still popular destinations for U.S. travelers, with many looing to go to the beach; explore a city; go on a cruise; visit a museum or take a historic tour and head out on a culinary adventure.
The reasons they travel? According to Virtuoso, U.S. travelers travel for “joy & happiness,” a “mental reset and refresh,” “curiosity & exploration,” “awe & wonder of nature,” and “anticipation & excitement.” The number-one thing they seek, though, is “relaxing/disconnecting.”
Among the more interesting trends is the rise of the “wander women,” which, according to Virtuoso, is reshaping the face of solo travel. Women now represent 68 percent of solo adventurers, with many of these travelers choosing to bypass over-touristed areas. The movement is particularly strong among women over 65.
Also, “coolcations” is still on an upward movement, with 79 percent of surveyed advisors agreeing that changing climate and/or extreme weather events and conditions affect travel planning and 55 percent reporting that their clients are choosing to travel at off-season/off-peak times due to the climate. Top motivations for travel include spending quality time with the family specifically multi-generational travel—with 53 percent of Virtuoso travelers saying they intend to travel with multiple generations within the next year. There is a 23 percent uptick in celebration travel as well, year-over-year.
When it comes to generational differences, Gen Z and Millennials use travel as a catalyst for personal transformation, seeking “meaning-making” experiences and gravitating towards dynamic, immersive opportunities. In contrast, older generations tend to favor specialized interests, placing a high value on comfort and relaxation. This generational divide is also evident in accommodation preferences: younger travelers gravitate towards villas and specialty accommodations like tents and lodges, options that offer both unique and experiential elements, while older generations seek out more refined comfort.
“Younger travelers are more interested in nature and ecotourism, romantic getaways, adventure, travel and shopping,” says Belles. “And when you look at the older generations, they prefer more accessible landmarks. They prefer to do things really at their own pace, while the younger generations look to be more active and more on the go. Also, our younger generations are much more interested in visiting Asia, where we see the Caribbean and some of the more traditional destinations appealing to slightly older demographics.”
Of utmost importance for travelers is an emphasis on safety and security. Seventy-five percent of Virtuoso clients say safety and security are of leading importance when planning travel, with 65 percent citing an added layer of protection as a top benefit of using an advisor, surpassing perks and upgrades, exclusive access and VIP accommodations.
Travel Advisors Are the Influencers for Virtuoso Travelers
Among Virtuoso travelers, bookings with travel advisors increased more than any other method. There’s a 76 percent sustained increase in the number of people seeking out a Virtuoso advisor this year. They point to their expert advice, their access, their advocacy, their accountability, the vaiue they offer and the time savings they provide as the reasons they’re booking with travel advisors.
“The older generations placed a premium on the practical attributes that a travel advisor provides, like attention to detail and sorting through legal requirements, [etc.],” said Belles. “Whereas younger generations really appreciated more interpersonal traits like cultural sensitivity and ambition.”
