Luxury travel network Virtuoso has shared data and insights from its network of travel advisors, preferred partners, and high and ultra-net-worth clientele across Australia and New Zealand, revealing when, where, and how the affluent will travel in 2024 and beyond.
The latest trends were sourced from data across the Virtuoso global network and presented at the recent Virtuoso AUS/NZ Forum, which was held at the Four Seasons Hotel in Bangkok.
The promising news for the travel industry at large is that the Australia and New Zealand premium travel trends demonstrated a continued surge in sales in 2023, with an especially strong outlook for cruising.
Exceeding 2019 levels, leisure hotel bookings at international destinations also soared to 90 per cent in the first half of 2023 and held steady through the remainder of the year, highlighting the continuing shift from domestic to international travel.
Following the success of the last two years, double-digit growth is also forecasted for outbound leisure travel in 2024, with an estimated 29 per cent lift predicted in luxury travel departures from Australia.
Read on for our top 5 trend luxury travel takeaways.
1. Cruise sales lead the way
Analysing the 2023 preferred partner sales by type, perhaps not surprisingly, premium cruising has emerged as the travel frontrunner for 2024 and beyond.
While the entire category is up significantly, ocean luxury and premium cruises are particularly desired by AUS/NZ Virtuoso travellers.
For Virtuoso members in Australia and New Zealand, cruise sales across the category were up 60 per cent in 2023 versus 2022.
- Cruise: +60 per cent
- Tour: +21 per cent
- On-site (destination management companies): +17 per cent
- Hotel: +15 per cent
Luxury and premium ocean cruising came out on top in 2023 vs. 2022.
- Ocean Luxury: +67 per cent
- Ocean Premium: +66 per cent
- River: +52 per cent
- Contemporary: +43 per cent
- Expedition: +12 per cent
2. Average booking window increases for peace of mind
Easing the issue of less capacity or fearing missing out on experiences, the booking window in 2023 increased by more than 8 per cent from the 117-day average seen in 2022, reaching an average of 126 days.
The number one factor when considering a trip is to have peace of mind when travelling (52 per cent), followed by favourable online reviews (35 per cent) and strong travel ratings (33 per cent).
3. The climate crisis is causing Virtuoso advisors’ clients to travel differently
In what is yet another wake-up call (as if we needed any more), 46 per cent of Virtuoso Travel Advisors said their clients are now actively factoring in the climate crisis into their travel plans.
Only 5 per cent of Virtuoso advisors in Australia and New Zealand said their clients weren’t at all interested in sustainable travel choices, while 24 per cent said they were extremely interested.
- 25 per cent are looking to minimise their carbon footprint with offsetting initiatives
- 70 per cent are travelling during shoulder/off-peak season when the weather is less extreme
- 75 per cent are selecting destinations with more moderate weather conditions
Aspects of responsible tourism clients are most likely to support include animal wildlife conservation, avoiding over-touristed destinations, giving back to/supporting local communities, booking with companies that employ locals and conservation of land/environment.
4. Australians and Kiwis seek serenity and disconnection
When it comes to motivations for leisure travel, affluent Australians and Kiwis are most interested in relaxation and disconnecting from the wider world, closely followed by nature eco-tourism and cultural experiences.
Joy and happiness, a mental reset and refresh, curiosity and exploration were all key emotional needs cited for Virtuoso traveller’s future trips.
The top 5 motivators for travel are:
- Relaxation/Disconnecting
- Nature/Eco-Tourism
- Cultural Experiences
- Romantic Getaways
- Adventure
5. Complimentary perks and exclusive benefits win over Virtuoso travellers
The Virtuoso network in AUS/NZ experienced a notable sales increase of 17 per cent in 2023 compared to 2022, reaching unprecedented record levels. Virtuoso’s preferred partner sales from its Australia and New Zealand advisors also soared by 95 per cent in 2023.
Looking ahead to 2024, some 45 per cent of advisors in Australia and New Zealand said they predict an 11-20 per cent lift in luxury travel sales versus 2023. Aiming even higher, 6 per cent of advisors said they predict a 50 per cent jump in 2024 sales.
The most appealing aspects of Virtuoso, according to responders in Australia and New Zealand, are:
- Complimentary perks and upgrades: 40 per cent (surpassing the global average of 34 per cent)
- Special benefits and values: 39 per cent (exceeding the global average of 31 per cent)
- Advisors’ firsthand experience (almost matching the global average of 30 per cent)
With the theme ‘Together for tomorrow,’ this year’s sold-out Virtuoso Forum saw some 200 attendees, 90 dedicated member agency owners and managers, and 50 global and regional preferred partners fly into Bangkok.
Read: Together for Tomorrow: 2024 Virtuoso Forum AUS/NZ underway in Bangkok
Read: Virtuoso AUS/NZ Award Winners Crowned in Bangkok
For more information, visit virtuoso.com