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Though this was the 37th annual Virtuoso Travel Week, self-described as the “Fashion Week of Luxury Travel,” it was my first time attending.
Some 4,800 advisors, hoteliers, technologists, and media descended on Las Vegas, creating a buzz that matched the desert heat. The crowd was a veritable who’s who of the industry, and the overall message challenged conventional wisdom: Virtuoso reports travel is up 12 percent this year despite economic uncertainty, a sign that UHNWIs remain unfazed.
Still, here are five areas luxury travel advisors need to keep squarely on their radar.
1. Keeping Up with Technology in the Face of the Rapid Rise of AI
No doubt many advisors have already had clients send over trip ideas sourced from ChatGPT, as Eli Wagner, founder of Wagner Travel, bemoaned during the advisor panel for media. But Virtuoso CEO Matthew Upchurch views technology as an opportunity, not a threat.
“We’ve nurtured a growing and vibrant technology ecosystem that seeks to enhance, rather than replace, human connection,” he said.
The Virtuoso Tech Summit, which kicked off this year’s VTW, was the largest ever, drawing more than 600 attendees. Upchurch encouraged advisors to look at AI for back-end applications, such as using API (application programming interfaces) to streamline bookings and, more importantly, interpret data to help sell more strategically. With fake reviews, images, and even videos on the rise, he also believes that “trusted advisors will only become more trusted.”
2. Luxury Brand Standards are Only as Strong as Their Owners’ Investment
With Virtuoso hotel ADRs up 62 percent since 2019 to more than $1,400 a night, guests expect the wow factor to match the price tag. But as Upchurch pointed out, what travelers experience often depends less on the brand name and more on the owner’s willingness to put money back into the property and its people.
“The problem is, you can have a hotel owned by some insurance trust who has an asset manager screaming at the GM because their all-in budget is over by $30 last quarter,” he told the press.
That kind of pressure can lead to delayed room refreshes, slower updates, and thinner staffing — the very details luxury travelers notice. Upchurch even predicted some brands may rethink their fee structures based on whether owners keep standards high.
“Little nuances are going to be even more important,” Upchurch said. “It’s not just branding but what the actual experience is on property.”
3. Inbound International Travel: U.S. is the Outlier
The hushed chatter in hallways and over coffee breaks was confirmed on stage by David Kolner, EVP of Strategy at Virtuoso: While inbound international travel is forecast to grow by double digits globally, the U.S. is the only country expected to see a decline.
That said, Virtuoso’s own numbers tell a more optimistic story. U.S. inbound sales are up 4 percent year-over-year from January to July, and fall bookings have surged 27 percent. MGM Resorts International CEO Bill Hornbuckle underscored the stakes, reminding attendees that one in 13 jobs is tied to travel and tourism.
“The ‘Big Beautiful Bill’ may turn a $50 billion travel surplus into a $50 billion deficit without strategic focus,” Hornbuckle said.
His message to the room: Keep making the economic case for tourism with policymakers.
Globally the World Travel & Tourism Council projects the industry will grow to $15 trillion by 2040 and represent 12.5 percent of jobs worldwide by 2035.
4. Generational Shifts Will Reshape Demand
We are now seeing up to seven generations traveling at once, but two groups dominate the conversation. Baby Boomers remain the biggest spenders, holding an estimated $83 trillion in assets worldwide, nearly double the wealth of all other generations combined.
Over the coming decades, roughly 10 percent of that wealth will transfer to younger generations.
Gen Z, already prioritizing experiences over possessions, “may rewrite the travel industry,” said Kolner, with researchers projecting they will become the wealthiest and most influential generation in history.
For now, Boomers, Gen X, and Millennials will continue to drive the market, but advisors should begin tailoring strategies to Gen Z’s values and expectations.
5. Sustainability: From “Overtourism” to “Destination Stewardship”
Sustainability is no longer a niche concern. Virtuoso’s latest advisor survey found 77 percent say clients are more interested in booking sustainable trips than five years ago, 64 percent are more informed about sustainable practices, and the same share are willing to pay more if they know exactly where the money is going. Travelers are also adjusting their habits, with 79 percent exploring alternative destinations and cooler regions, as well as traveling in what were once considered shoulder seasons—a trend now dubbed “coolcations.”
Upchurch urged the industry to rethink the language around the issue.
“Travel is a force for good,” he said. “Let’s get rid of the word ‘over tourism’ and talk about ‘destination stewardship.’ Destination stewardship starts with what a destination wants from a self-determination perspective, and then it’s our responsibility as organizations and travelers to respect that.”
For a first-time attendee, Virtuoso Travel Week felt like a real-time masterclass in where the luxury travel industry is headed — and a reminder of just how valuable it is to meet in person.
Beyond the sessions, it was the hallway run-ins, the late-night catch-ups, and the sparkle of the evening events that made the week unforgettable. Best of all, it was a chance to catch up with familiar faces and make new friends along the way. The conversations at VTW 2025 were candid, energetic, and unapologetically future-focused, leaving no doubt that the advisors who stay curious, adaptable, and informed will be the ones leading the next chapter of luxury travel.
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