Luxury travellers in Australia and New Zealand are increasingly more adventurous and seeking out-of-the-box experiences, according to the 2024 Virtuoso Luxe Report.
As part of its annual survey, Virtuoso polled its industry-leading travel agency members and their teams of travel advisors to forecast the biggest travel trends for the year ahead.
The global luxury network company extracted Australia and New Zealand travel preferences from the survey results, which cover more than 50 countries.
Virtuoso reported that despite inflation and global unrest, 40 per cent of advisors surveyed reported travel demand and spending per trip are both expected to increase next year.
The Luxe Report identified five key trends that upscale travellers are influencing for 2024.
#1 Getting ‘off the beaten track’
Virtuoso reports that experienced travellers are opting for less-explored options instead of the usual European destinations – seeking exotic and exciting itineraries. This is driven by the desire to visit places they’ve been dreaming of during the pandemic. Travel destinations such as Japan and Egypt continue to re-emerge as options for first-time exploration.
#2 Flying for family occasions
Celebration travel made the list of top trends as people play catch up after the pandemic led to delayed celebrations. Families are travelling with immediate or multigenerational family members for these occasions. The report predicts that travel remains an essential way to connect with loved ones.
#3 Supporting recovery destinations
Extreme weather has made travellers increasingly aware of the planet’s fragility. Travellers are seeking to witness the world’s natural wonders before they are severely impacted or become inaccessible. In addition, there is an emerging desire to support countries affected by disasters such as Greece, Morocco, and Hawaii while being respectful of their recovery.
#4 Preference for smaller-sized cruises
Small-vessel cruising is gaining popularity. River cruises are favoured by upscale travellers for their casual atmosphere, proximity to cities, and varied itineraries. Popular routes include the Danube, Mekong, and Nile. Adventure cruising is also growing due to interest in Alaska and increased accessibility to Antarctica – the leading adventure destination for 2024.
#5 Customised travel
Due to restrictions, shortages, and turbulent air travel, there is now a higher demand for custom trips. Travellers are looking for exclusive experiences such as private jets, yachts, and villas, as well as booking hotels for shorter periods.
Italy remains a global favourite, whether for families or honeymooners, but Croatia is becoming the new European favourite for those seeking to avoid crowds in Italy and Greece.
Japan, due to its refined culture and in-demand cuisine, heads the list of reemerging destinations, having been one of the last countries to open its borders to the outside world.
Additionally, Thailand and Vietnam are back on the must-see list for many travellers in 2024 as Southeast Asia is rediscovered.
France, beloved by foodies and art connoisseurs, has risen to the top five in three categories, including family travel, due to its status as a popular destination and the upcoming Paris Olympics.
Adventure seekers are drawn to the enchantment of the northern lights and the unspoiled splendour of Iceland, Alaska, and Antarctica.
The release of the 2024 Virtuoso Luxe Report follows an event held in Sicily last month recognising the group’s highest-performing travel agency members at its 2023 Chairman’s Event.
For more information on Virtuoso, visit virtuoso.com.
