The Virtuoso 2025 Luxe Report: Australia & New Zealand draws on the intel of the Virtuoso network and professional advisors across 58 countries.
More than 2,200 travel advisors from Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East participated in the Virtuoso 2025 Luxe Report survey, drawing on their extensive knowledge, professional experience and client requests to offer insight into 2025’s top trends.
The findings show that in 2025, Virtuoso clients continue to prioritise exploration and personalised experiences, but they are increasingly focused on maximising value without compromising quality.
While luxury travellers are willing to spend more, they are also mindful of rising costs and want to ensure their investment enhances their travels, making their relationship with a trusted travel advisor all the more important.
Nearly half of Virtuoso advisors surveyed anticipate a slight rise in travel demand next year, with 11 per cent expecting a significant increase.
Additionally, 47 per cent predict a modest uptick in spending per trip, while 33 per cent believe pricing will remain steady.
The Virtuoso 2025 Luxe Report has identified the following five key trends highlighting how luxury travellers in Australia and New Zealand are establishing their influence in the travel-sphere for 2025.
1. Ice-elated escapes
The “coolcation” trend shows no signs of slowing down, as more travellers request cold-weather destinations to escape the rising temperatures and avoid crowds. Antarctica, with its expanding cruise options and pristine landscapes, has surged in popularity, climbing from fourth place last year to first among the top destinations to watch.
Norway also ranks in the top five for the first time, reemphasising the trend toward northern European countries.
2. Sailing solo
Travellers seeking freedom and flexibility have no hesitation going it alone, and cruising is proving to be a key trend amongst the solo set, with expedition, ocean and river cruises ranking among the top travel experiences for the coming year.
Many cruise lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.
3. Born to be mild
Adventure and wellness continue to be significant motivators, but in 2025, upscale travellers will pursue a harmonious balance of exhilaration and relaxation. While some venture to the extreme frontiers of Antarctica and Alaska, others are drawn to destinations like Sri Lanka, Vietnam and Bhutan, where physical activity meets wellness practices.
These “softer” adventures not only cultivate personal accomplishment but give travellers the chance to unwind and recharge, leaving them refreshed and ready for their next big adventure.
4. You tell me travel
Rather than sticking to well-worn bucket lists, travellers are finding new inspiration in documentaries, books, beloved films and recommendations from friends and family. TikTok remains a powerful influence, delivering rapid-fire clips of destinations previously overlooked.
Yet Virtuoso says nothing rivals the expertise of travel advisors, who are reporting that their clients are now reaching out to ask, “Where to next?” rather than naming a specific destination.
5. Palate and place
Culinary experiences have become a crucial element of luxury travel, and travellers are prioritising gastronomic discoveries that showcase the authentic local flavours and unique traditions of the places they visit.
High-end visitors want meals that go beyond traditional dining, with an emphasis on experiences that immerse them in a destination’s culture through its cuisine – such as food tours, hidden markets and one-of-a-kind eateries, like the best food trucks and street vendors.
As a result, some advisors report spending weeks, even months, curating the ideal culinary immersion for their clients to savour.
Key findings of the Virtuoso 2025 Luxe Report
Antarctica is the top destination on the rise and the leading adventure spot for 2025.
Adventure cruising continues as the leading travel trend for the second year in a row.
Portugal, a new addition to destinations on the rise, is gaining recognition for its great value, mild climate, flavourful cuisine and stunning scenery, particularly in the Azores.
Meanwhile, classic favourites – Italy, Greece and France – continue to dominate as top international destinations. Rome has overtaken Paris as the preferred city, while Tokyo’s momentum has carried it to the second spot in this year’s top five. Japan is also a growing favourite with families, offering unique cultural experiences like ryokan stays and tea ceremonies, alongside family-friendly attractions such as the upcoming Universal Expo and the Studio Ghibli Museum.
Croatia remains popular, with Dubrovnik still drawing crowds, but there’s growing interest in lesser-known spots like inland Istria, especially among gourmet enthusiasts who are looking to venture beyond the obvious to enjoy truffle hunting and wine-tasting.
Top Travel Trends
- Adventure cruising
- Multi-generational family travel
- Family travel (immediate family)
- Authenticity
- Celebration travel
Destinations on the rise
- Antarctica
- Sri Lanka
- Norway
- Portugal
- Vietnam
Top Global Destinations
- Italy
- Japan
- Greece
- France
- Croatia
Top Cities
- Rome
- Tokyo
- Paris
- London
- Barcelona
Top Family Travel Destinations
- Japan
- Hawai’i
- Italy
- Greece
- Thailand
Top Adventure Destinations
- Antarctica
- Vietnam
- Canada
- Alaska
- New Zealand
Top Honeymoon Destinations
- Maldives
- Fiji
- Greece
- Bali
- Italy
Top Cruise Itineraries
- Mediterranean
- Antarctica
- Danube River
- Alaska
- Greek Isles
Top Aspects of Sustainable Tourism
- Avoiding over-touristed destinations
- Wildlife conservation/interaction
- Booking with companies that employ locals
- Giving back to/supporting local communities
- Booking with companies with ethical standards
Top Travel Motivations
- Crossing off Wanderlist locations/experiences
- Celebrating a milestone
- Excitement of exploring a new destination
- Rest and relaxation
- Spending time with loved ones
Top Solo Travel Experiences
- Guided tours
- Ocean cruising
- River cruising
- Expedition cruising
- Italy
For more information visit virtuoso.com
