Last month, I was privileged to attend the 35th annual Virtuoso Travel Week in Las Vegas. With more than 5,000 attendees from 54 countries, and another 46 countries represented virtually, the ‘Fashion Week of Travel’ as it is so fondly known, was a true gathering of luxury travel’s best and finest. They all came together to connect, learn, celebrate success and look to the future.
What struck me most about this year’s event was how Virtuosos from around the world, whether an advisor or a partner, could curate their experience to align with their individual goals and objectives. The exceptional logistics required to deliver this scale of event and these outcomes are truly mind-boggling and so appreciated by all delegates.
The week was jam-packed with exciting highlights, including:
- the inspiring keynote by Stephen Bartlet (the man behind the global top-rating podcast ‘Diary of a CEO);
- the 2nd annual Travel Tech Summit;
- a full day of Community Globetrotting (always loved by all); and
- the special Under One Sky event honouring our sustainability partners and members.
Aussie achievements take the global stage
Notably, two Australians received awards on the global stage this year. The first was Josephine DeMuth, a luxury travel advisor from Bayview Travel in Melbourne. Josephine was recognised for her exceptional work as the top global producer in Virtuoso’s wellness community over the past year. Congratulations to Josephine for pursuing wellness travel as her passion point and winning this coveted award.
The second went to an organisation rather than an individual: Tourism Australia.
Tourism Australia received the 2023 Luminary Award, at the Legends, Luminaries and Leaders Gala Dinner. This dinner recognises a Virtuoso partner that upholds the highest professional standards, serves as a leader in their industry, and embodies the spirit of the Virtuoso network through their dedication and engagement.
Tourism Australia has set a remarkable benchmark over the past year. And that’s despite the challenging and competitive market for luxury inbound travellers. It was impossible not to feel a deep sense of pride in their achievements and gratitude for their efforts. After all, every Australian benefits from an economy improved by the revival of inbound tourism.
Trends in Luxury Travel
Whilst at Virtuoso Travel Week, we delved into the latest trends shaping the luxury travel sector:
- Despite economic challenges, the luxury travel segment continues to thrive, with hotel and cruise segments leading the way. Tailor-made travel continues to dominate demand in the luxury segment. 57% of high-value travellers prioritise experiences that align with their expectations over price. Interestingly, the research indicated that this trend is particularly strong among Australian travellers.
- Exclusive use travel, which gained popularity during the pandemic, remains a sought-after luxury. Private charter yachting is on the rise in the Caribbean and the Mediterranean, with global bookings up 79% compared to 2019. Private aviation is also experiencing increased demand for domestic and short-haul flights. Meanwhile, first-class air travel remains the preference for long-haul journeys.
- Luxury travellers are increasingly seeking out increased mental and physical exertion. Scientific expeditions, such as shadowing researchers in Antarctica and the Galapagos, are on the rise and high-flying executives are also embracing activities that push them beyond their comfort zones.
- This year, culinary travel is a significant luxury trend, especially among Baby Boomers and Gen-Xers. A whopping 70% of Virtuoso advisors have witnessed increased interest in culinary-focused trips, and a remarkable 20% of clients are booking trips with food and wine as their primary focus, with some willing to spend up to A$70,000 per trip. The sensory aspect of culinary experiences helps deliver the authenticity and cultural immersion that high-value travellers seek.
- Hyper-local foodie experiences are gaining popularity, combining craft brewery or night market visits one day with visits to Michelin-starred restaurants the next. Emerging culinary destinations include Portugal, Croatia, Copenhagen, and Colombia, all poised to become culinary capitals of the world.
- Wellness travel remains a dominant luxury trend, with emerging programs focusing on creative and performance arts such as art and dancing, sleep and nutrition programs, and sustainable wellness. Thailand, Bali, Fiji, and Iceland are among the top emerging destinations for wellness, with an uptick in African safaris featuring wellness components.
All interesting trends worth considering if the luxury sector is your space today.
A shoutout to five remarkable cruise lines
And finally, I want to take a moment to acknowledge five outstanding cruise lines. Silversea, Quark Expeditions, and Uniworld Boutique River Cruises all deservedly won their Ocean, Expedition and River categories at this year’s Virtuoso Cruise Awards, and we salute them!
To Seabourn with whom I recently had the pleasure of sailing the Alaskan Inside Passage on my way home from Las Vegas, may I say, bravo! Your commitment to sustainability, attention to detail, and impeccable service truly stood out.
And, having just returned from the Kimberley region last week with Ponant, my journey has left a lasting impression. Small ship cruising in this remote and stunning region was an experience I’ll never forget. And to do it with the French chic of Le Ponant, the original sailing ship in the Ponant fleet, was simply sublime.
Indeed, every Australian should put the Kimberley on their must-visit list if they can. I promise it to be a life-changing experience.
