A new study conducted among Virtuoso travellers in March 2025 shows more than two-thirds (68 percent) of travellers say recent global events have inspired them to travel more responsibly.
The survey was conducted to provide insights into how sustainable tourism is a driving force shaping luxury travellers’ decisions and redefining the way they experience the world.
The findings show 62 percent of luxury travellers surveyed believe sustainable travel enhances their travel experience – a rise from 44 percent last year. And 59 percent remain willing to spend more on responsible travel if they know how the funds are used.
When asked what actions they would potentially take to curb overtourism, 32 percent said they are willing to travel to alternative, less explored destinations, and 26 percent would visit a popular destination off-peak.
Luxury travellers are also increasingly seeing the importance of choosing a travel company with strong sustainable policies (42 percent) – a 15-point jump from 2024.
Demand for expert guidance on sustainable travel is also growing. Twenty-five percent of travellers say they’re more likely to travel responsibly with support from a trusted advisor, up from 16 percent last year.
Virtuoso’s Vice President of Sustainability Javier Arredon says it’s clear luxury travellers are looking to take a more active role in ensuring they travel responsibly.
“Sustainable travel has been viewed as either something observed by backpackers or – on the other end of the spectrum – an exclusive choice for a select few. We’re now seeing sustainable tourism as an accessible option for travellers who recognise that doing good and travelling well are not mutually exclusive.
“By empowering our members and partners to meet the expectations of informed travellers, we’re helping make sustainable travel an easy choice for everyone who wants to explore with confidence and purpose.”
Virtuoso’s Vice Chair and Sustainability Strategist, Jessica Hall Upchurch, says, “We have a unique position at the intersection of travel advisors, partners, and travellers.”
“Keeping each of these groups in focus, we’ve continued to grow and evolve our role within the sustainability space.
“And now we’re launching our first event, the Virtuoso Impact Summit, to focus on luxury travel’s positive effect on sustainable tourism and to address challenges that we know are opportunities when we work together.”
The report found heightened awareness of global challenges, with surveyed travellers expressing concerns about extreme weather, natural disasters, geopolitical instability, overtourism, and changes in environmental policies.
For more information, see Virtuoso.
