Understand today's luxury travel trends

Travel Advisor reports that the luxury travel market is booming. According to the 2024 Virtuoso Luxe report, the top travel trends for these high-end customers include trips that emphasize spending time with loved ones, such as family trips (immediate family), celebratory trips, and multigenerational trips. . Active and adventurous travel was also one of the top trends reported in the study. Additionally, travel advisors are booking more off-season travel and are seeing more requests for cultural experiences. Advisers say the desire for personalized amenities and service is also important for luxury travelers.

“Strong demand [for luxury travel] In 2023, we see that momentum continuing unabated,” says Ignacio Maza, Senior Advisor, Signature Travel Network. “It's even stronger than last year. People absolutely want to travel, and they want to travel well. For wealthy people, travel is a top priority right now.”

Maza added that off-season travel requests are increasing. “My new belief is that the offseason is the new peak season,” he says.

The reason why off-season travel is so popular is because last summer was extremely harsh, including the heat wave that occurred in Europe, as defined by Maza. “People are looking for more enjoyable experiences,” Mazza said. “Winter in many parts of Europe is wonderful. Rome in January and February is comfortable with daytime temperatures in the 50s to low 60s. Prices are low. Museums, restaurants, shops, everything… It's less crowded. It feels more authentic. You can get better deals on hotels and flights.”

“We're seeing off-peak luxury bookings in the fall, late spring and early summer,” said Anne-Laure Tancer, U.S. director of Atou France, the French tourism development agency. She added that she is still working to attract American tourists during the winter and early spring. “From luxury hotels to ski passes that include multi-resorts, there is a lot of work to be done to show that the cost of ski resorts and experiences in France is much more affordable than in the United States,” she says. “This all holds true even after taking round-trip flights into account.”

These efforts are making a difference, Tanser added. For the first time, U.S. travelers were the fourth-largest market in terms of international receipts in January 2024, behind the United Kingdom, Belgium, and the Netherlands.

Melissa Kruger, CEO of Classic Vacations, said European travel has become more year-round in the past two years, especially among more experienced travelers. “Visitors who return to the same country repeatedly become increasingly knowledgeable and quickly learn that they can experience a destination more authentically during the season we have always thought of,” she says. “Less tourists means more of a sense of everyday life and being able to interact and be more like a local.”

Hawaii is also a potential year-round destination for wealthy travelers. “The high-end leisure sector is less constrained by academic calendars, so they have more flexibility in their schedules and are more likely to book during quieter periods,” said Danielle, interim president and CEO of the Hawaii Tourism Authority. Nahoopii says.

Cultural experience request

Immersing yourself in culture is important for luxury travelers, but “in a personal way,” Krueger adds. “Private tours, as well as semi-private and small group tours, continue to be in demand. Experienced travelers want to be on a tour, but they don't feel like they're on a tour.”

What sets luxury travelers apart, says Annette Nero Stellhorn, founder and president of Accent on Travel in Rehoboth Beach, Del., is that “each destination they visit offers a unique, personalized experience.” “They are looking for an unforgettable cultural experience.” “Unlike traditional travelers, they are not satisfied with just checking off landmarks on a checklist. Instead, they seek out immersive experiences that allow them to deeply connect with the culture, history, and essence of a place. They are increasingly willing to spend their money on tailored tours, luxury accommodation, private guides and curated cultural activities that offer unparalleled access and insight into their chosen destinations. ”

“Demand for immersive cultural experiences is increasing in Germany as travelers seek to delve deeper into local culture,” said Ricarda Lindner, regional manager for the Americas at Germany Tourism. She sums up this trend as “living more, visiting less.” Lindner said German culture includes German cuisine, spas, cultural events, 80 opera houses with more than 6,000 performances, more than 7,200 museums and exhibition venues, and numerous arts foundations.

all about family

Multi-generational travel is a big trend for Diane Bower, a luxury travel advisor for cruise planners in Huntersville, North Carolina, who says, “Multi-generational travel is a huge trend for wealthy clients. “Travel with us in a high-end environment as we continue to seek luxury travel experiences for all ages,” she says. “Grandparents are now spending more to enjoy family holidays and leaving fewer inheritances.”
Maza agrees, calling it “a post-pandemic realization that life is short and fragile and there's nothing like being together as a family.” He added, “It's really great to have memories of discovering the world as a family.”

Nahoopii said the Hawaiian Islands are consistently a popular destination for family, celebratory and multigenerational travel. “Our partners, who span lodging, activities, attractions, retail and restaurants, offer a wide range of services tailored to multigenerational families and travelers of all ages who come to Hawaii for meaningful and memorable experiences. ” he says.

Tanser said family travel in France is on the rise for the time being. “Family trips, including celebratory trips, are a direct result of pent-up demand and the need to reconnect,” she says. “American families go to Paris to visit museums and monuments, the Côte d'Azur for beach activities, and Normandy for historical attractions like D-Day beaches.”

Go on an active adventure

Krueger said active/adventure travel has become more popular in the luxury market over the past year. “Travelers are often inspired by watching other people’s adventures on platforms like Instagram and YouTube, which leads to a desire to seek out similar experiences for themselves,” she says. “More travelers are looking for experiences that combine physical activity, cultural experiences and exploring natural landscapes. That's why we decided to launch it as a new destination.''Kreuger added that Classic Vacations is launching another bucket-list destination, the Dolomites, in summer 2024, with its spectacular views, “We offer world-class hiking, skiing, snowboarding and luxury facilities like COMO Alpina Dolomites.”

Costa Rica is also a great adventure destination for the affluent market. “High-end travelers to Costa Rica are looking for deep immersion experiences in the country's pristine landscape, including private guided tours of national parks and wildlife encounters,” said D. Carolina, marketing director of the Costa Rica Tourism Board.・Trejos says. .

The importance of personalization

Luxury travelers want personalization during their travels.

“Pre-arrival preferences are key,” Krueger says. “These help hotels understand their customers. Great hotels differentiate themselves by being conscious of what their guests eat, what they drink, when they eat, and more. I don't think we can understate the simplicity of making our mutual clients feel “welcomed again” as we are fully aware that they are repeat customers. ”

Part of travel advisor personalization comes from relationships with key suppliers. “It's all about our supplier relationships,” says Rachel Schroter, vacation travel advisor for Ascendas Travel in Overland Park, Kansas. “We tend to book our customers with suppliers who represent quality products, loyalty to Travel Advisor, and outstanding service. Our top-class suppliers ensure that things always go to plan. Shine bright even when you're not and earn our undying loyalty.