According to Luxury experts Virtuoso, Australian’s are heading to Cuba and Iceland, looking for adventure in Antarctica and South Africa and honeymooning in the Maldives.

Revealed in the 2017 Virtuoso Luxe Report Australia, these are the luxury trends being seen by the network’s Australian based advisors for the coming year.

The annual report, which for the first time included a breakdown from the Australian market, is the leading trend predictor for luxury and experiential travel globally.

Also for the first time, the report looks at destinations which are rapidly changing or at risk of disappearing in the coming decade.


Virtuoso’s travel recommendations for 2017:


– Head now for destinations with a sense of urgency: ones that are changing rapidly or even disappearing.

Cuba tops the list as both an emerging destination and one in danger of losing its distinctive character. The Arctic is another must-see, with melting glaciers impacting the region’s unique wildlife. Closer to home, the Great Barrier Reef ranks second in the list of most endangered.


– Multi-generational travel remains hot, and families are looking to relax in Fiji, Hawaii and Thailand or explore the US or Italy.

Take the opportunity to live like a local by with a cooking class, perusing the markets, hunting for truffles or even opting for a private, in-home dining experience.


– Pack the bathers as island destinations are the top-tip for honeymooners.

The Maldives offers the No.1 romantic get away and Fiji provides a destination closer to home for Australian newly weds.


– Seek out active journeys, as adventure travel soars even higher this year as a dominant trend.

Virtuoso’s Australian advisors are rating South African safaris, exploring Vietnam and the Galapagos Islands, and New Zealand as a closer adventure option.

“We are starting to see movement outside of the mainstream travel agenda with people taking the current global turbulence as a prompt to look all the way down their bucket list,”

Michael Londregan, Managing Director, Virtuoso Asia Pacific 

“People are starting to think about their holidays in really distinct blocks because their asset is not the money they have in the bank, it’s how many days they have off each year.

“People are taking their 20 days of holiday and planning out their year with a two week adventure, three long weekends, and a family get away for example – we are seeing people thinking more strategically about investing their travel time.


Top five “emerging destinations” for 2017


Cuba, Iceland, Japan, Sri Lanka & Myanmar/Burma


Most popular international leisure destinations


Italy, United States, France, Spain & Canada


Most popular destinations for family travel


Fiji, United States, Thailand, Italy & Hawaii


Most popular adventure destinations


Antarctica, South Africa, Vietnam, New Zealand & Galapagos Islands


Most popular honeymoons


The Maldives, Fiji, Italy, Bali & Thailand


Top Endangered/Changing Destinations


Cuba, Great Barrier Reef, Antarctica, Venice & The Maldives


Biggest trends for 2017

family fun header

Family & multigenerational, Active and adventure, Luxury cruise & Celebration


Length of trip with increased demand for in 2017


2+ weeks international, 3-5 day domestic trips & A week long international


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