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At a time when broader travel industry reports point to steep declines in inbound tourism to the United States, Virtuoso is challenging that narrative — at least in the luxury space.
Kicking off the 37th annual Virtuoso Travel Week this week in Las Vegas, the global luxury travel network unveiled new data showing continued momentum across high-end travel, including inbound U.S. bookings.
Based on its data of $90 billion in transactions and ongoing advisor and consumer surveys, Virtuoso reports overall sales are up 12 percent from January through June compared to the same period in 2024. Hotels lead the surge, climbing nearly 26 percent — and more than 33 percent in the second half of the year. Cruise and tour bookings are also on the rise, with 30 percent of U.S. luxury travelers and 20 percent from Canada planning to cruise within the next year.
Future bookings are trending higher, too. Luxury sailings booked one to two years out with price tags exceeding $50,000 are up 43 percent compared to last year, while all travel bookings in the $50,000-plus category are up 35 percent.
That demand is fueling interest in professional travel planning. Virtuoso has seen a sustained 76 percent increase in consumers seeking out advisors via virtuoso.com. According to its 2025 Global Luxury Traveler Report, 75 percent of clients rank safety and security as a top priority, with 65 percent saying an added layer of protection is the main reason they use a travel advisor — surpassing perks, exclusive access and VIP accommodations.
Fall is shaping up as the new high season for many affluent travelers. Virtuoso says fall bookings are up 30 percent, with sales 39 percent higher than last year. Festive season bookings are pacing 35 percent ahead of 2024. While international reports have suggested foreign travelers are avoiding the U.S., Virtuoso says inbound sales to the U.S. have risen 4 percent year-over-year from January through July — and fall sales are up 27 percent. Top fall destinations include Italy, France, the U.K., Spain, Japan, Greece, Canada, Portugal, and the U.S., with warm-weather getaways like Mexico, Costa Rica and Anguilla popular for the holidays.
Generational travel preferences are also shifting. Gen Z and Millennials seek “meaning-making” experiences and gravitate toward villas, tents and lodges, while older travelers value comfort, relaxation and traditional luxury accommodations. Sustainability remains a priority, with 77 percent of Virtuoso advisors reporting their clients are more interested in booking sustainable travel than five years ago. Boomers, in particular, are focused on avoiding overtourism, while younger travelers drive overall demand for eco-conscious options.
Virtuoso and Globetrender also highlighted the rise of “Wander Women,” who now make up 68 percent of solo travelers — particularly women over 65 pursuing independent, mindful and sustainable journeys.
And if there’s one common thread, it’s that luxury travelers are approaching 2025 with a blend of curiosity and conviction. They’re booking bigger trips further in advance, seeking more personalized guidance, and leaning into experiences that feel both transformative and responsible. Whether it’s a villa in Tuscany, a tented lodge in Botswana, or a cool-season escape to a less crowded U.S. city, the message from Virtuoso’s network is clear: the appetite for luxury travel isn’t just holding steady — it’s accelerating.
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