Travel advisors report that the luxury travel market is booming. Among the top travel trends for these high-end clients are those that focus on spending time with loved ones, including Family travel (immediate family), Celebration travel, and Multigenerational travel, according to the 2024 Virtuoso Luxe Report. Active/adventure trips are also among the top trends reported in the study. In addition, travel advisors are booking more off-season trips and are seeing requests for cultural immersion. The desire for personalized amenities and services is also important to upscale travelers, say advisors.
“The strong demand [for luxury travel] we saw in 2023 continues unabated,” says Ignacio Maza, senior advisor of Signature Travel Network. “It’s even stronger than last year. People absolutely want to travel and travel well. For the affluent, travel is their No. 1 priority right now.”
Maza adds that he is seeing more off-season travel requests. “My new mantra: off season is the new peak season,” he says.
The reason for off-season travel’s popularity is what Maza defines as a really tough last summer, including heat waves that took place in Europe. “People are looking for a more pleasant experience,” says Maza. “Winter in many parts of Europe is wonderful. Rome in January and February is delightful with temperatures in the 50s and low 60s during the day. Prices are lower. Everything is less crowded—museums, restaurants and shops. It feels more authentic. You can get great value in hotels and airfare.”
Anne-Laure Tuncer, director USA of Atout France, The France Tourism Development Agency, says “we are seeing off-peak luxury bookings for the autumn, late spring and early summer.” She adds that they are still working on attracting American visitors for the winter months and early spring. “There is a lot to be done to show that the cost of ski resorts and experiences in France are significantly more affordable than they are in the USA, from luxury hotels to ski passes, including the multi-resort ones,” she says. “All this is still true even after factoring in the roundtrip flight.”
These efforts are making a difference, adds Tuncer. U.S. travelers were for the very first time the fourth top market after the United Kingdom, Belgium, and Netherlands in terms of international receipts in January 2024.
Melissa Krueger, CEO of Classic Vacations, says European travel has become year-round over the last two years, especially with experienced travelers. “Repeat visitors to the same country have become increasingly savvy and are quick to learn that they can experience a destination more authentically during what we have always considered shoulder season,” she says. “Fewer tourists mean you will get a greater sense of daily life and can interact with and exist more as a local.”
Hawaii also offers a potential year-round season for affluent travelers. “The luxury leisure segment is less constrained by academic calendars, resulting in greater flexibility in scheduling and a propensity to book during quieter periods,” says Daniel Nāhoʻopiʻi, Interim President and CEO for the Hawaiʻi Tourism Authority.
Cultural Immersion Requests
Cultural immersion is important to luxury travelers, but “in an individual way,” adds Krueger. “Private tours remain in demand, as well as semi-private or small group tours. Experienced travelers want to be on a tour but not feel like they are on a tour.”
What sets luxury travelers apart is “their desire for unique, personalized and unforgettable cultural experiences at each destination they visit,” according to Annette Nero Stellhorn, founder and president of Accent on Travel in Rehoboth Beach, Del. She adds “Unlike traditional tourists, they are not content with merely ticking off landmarks from a checklist; instead, they seek immersive experiences that allow them to deeply connect with the culture, history and essence of a place. They are increasingly willing to spend on bespoke tours, exclusive accommodations, private guides and curated cultural activities that provide them with unparalleled access and insights into their chosen destinations.”
Ricarda Lindner, regional manager The Americas from the German National Tourist Office, says there is a “heightened demand for immersive cultural experiences in Germany, where travelers seek to delve deeply into local culture.” She sums up the trend as “more living, less visiting”. Cultural offerings in Germany, says Lindner, include German cuisine, spas, cultural events and 80 opera houses with more than 6,000 performances, over 7,200 museums and exhibition venues, as well as a large number of art foundations.
All in the Family
Multigenerational travel is a big trend for affluent clients of Diane Bower, a luxury travel advisor for Cruise Planners in Huntersville, N.C. “Wealthy clients continue to look for luxury travel experiences that cater to all ages, ensuring that family members from grandparents to grandchildren can enjoy travel together in a high-end setting,” she says. “Grandparents are now spending more to enjoy vacations with their families and leaving less inheritance behind.”
Maza agrees and calls it a “post-pandemic realization that life is short and fragile and nothing compares to being together as a family.” He adds: “It’s just a wonderful thing to have memories discovering the world as a family.”
The Hawaiian Islands have consistently been a favorite destination for family travel, celebration travel, and multigenerational travel, according to Nāhoʻopiʻi. “Our partners encompassing accommodations, activities, attractions, retailers and restaurants have a wide range of offerings tailored for multi-generational families and travelers of all ages who are coming to Hawai‘i for meaningful, memorable experiences,” he says.
France is seeing an uptick in immediate family travel, according to Tuncer. “Family travel and the like, including celebration travel, are a direct consequence of pent-up demand and the need to reconnect,” she says. “ American families are going to Paris to visit museums and monuments, the Cote d’Azur for beach activities, and to Normandy for historical attractions like the D-Day beaches.”
Get Active and Adventurous
Active/adventure trips have grown in popularity over the past year for the luxury market, according to Krueger. “Travelers are often inspired by seeing others' adventures on platforms like Instagram and YouTube, leading to a desire to seek out similar experiences for themselves,” she says. “More travelers are seeking out experiences that combine physical activity, cultural immersion, and exploration of natural landscapes. This is why we decided to launch South Africa as a new destination this year, with its diverse landscapes, wildlife encounters and cultural immersion.” Krueger adds that Classic Vacations plans “to launch another bucket list destination, Dolomites, coming summer 2024 with its spectacular scenery, world-class hiking, skiing and snowboarding and such luxury properties as the COMO Alpina Dolomites.”
Costa Rica is a big adventure destination for the affluent market as well. “Luxury travelers who visit Costa Rica are in pursuit of experiences that deeply immerse them in the country's pristine landscapes, such as private guided tours of national parks and encounters with wildlife,” says D. Carolina Trejos, Marketing Director of the Costa Rican Tourism Board.
The Importance of Personalization
Luxury travelers are seeking personalization during their trips.
“Pre-arrival preferences are key,” says Krueger. “These help the hotel understand our clients. Great hotels differentiate themselves by their guest awareness—what someone eats, drinks, timing of meals and so on. I don’t think we can ever downplay the simplicity of a mutual client feeling ‘welcomed back’ knowing that the hotel is very aware that you are a repeat guest.”
Part of that personalization for travel advisors comes from having key supplier relationships. “Our supplier relationships are everything,” says Rachele Schroeter, vacation travel advisor for Acendas Travel in Overland Park, Kansas. “We are more apt to book clients with a supplier who we know stands for a quality product, travel advisor loyalty and outstanding service. Our top-tier suppliers shine and earn our everlasting loyalty when things do not always go according to plan, but they stop short of nothing to make it right.”