Virtuoso has released the findings of its 2025 Luxe Report, showing sustainability is increasingly a key factor in travellers’ holiday choices.
The specialist in luxury and experiential travel surveyed more than 2,200 of the industry’s most respected travel advisors from more than 58 countries for the report.
Close to 40 percent say clients will change their plans due to climate change, and according to the 2024 Virtuoso Brand & Travel Tracker study, 70 percent of travellers were mindful of the climate in their travel planning process.
It says 42 percent of travellers are willing to pay more to support companies that benefit local communities and the economy, and 45 percent will pay for experiences that preserve natural and cultural heritage.
Virtuoso Vice President Sustainability, Javier Arredondo says, “We have partners doing extraordinary things to serve the areas where they operate, ensuring that trips can benefit both travellers and the communities they visit.
“Virtuoso advisors are there to help guide clients in choosing experiences that align with their values, so that doing good and doing well are not mutually exclusive”.
He says to support this, Virtuoso runs an annual campaign in Australia and New Zealand to “raise awareness of the unique and exciting ways that its partners are uplifting the travel space in line with Virtuoso’s sustainability mission”.
Key examples include working with Aurora Expeditions which takes actionable steps to not only reduce its environmental footprint, but also to create a positive impact.
The expedition cruise operator offsets 100 percent of its greenhouse gas emissions by funding blue carbon initiatives, such as kelp and seagrass restoration.
It also annually tracks, measures and reduces emissions across the business and supply chain.
And in January 2024, the cruise company was recognised as a Certified B Corporation™ recognising its commitment to prioritise people and the planet in its operations.
Another partner, Lindblad Expeditions has an Artisan Fund to help preserve cultural heritage by supporting local artists.
The fund offers workshops, supplies equipment, supports projects benefiting artisans and encourages craft preservation to ensure Indigenous communities pass along culturally significant craft skills to future generations.
Lindblad also educates guests on the value of buying local artisanal handcrafts that, in addition to being meaningful, also make a difference in artists’ lives.
And Adventure World chooses locally owned accommodations for guest itineraries, employing local guides and collaborating with regional operators and suppliers.
He says, for example, in Vietnam guests can enjoy local cuisine at KOTO Restaurant, a social enterprise that offers hospitality training to disadvantaged youth and supports job placement.
Or, in Rio de Janeiro, take a behind-the-scenes tour of the Carnival Parade, learning about the history of samba and engaging with local vendors and artisans.
For more information, visit Virtuoso.
