More and more travelers are seeking out milder destinations to escape the heat and crowds, according to U.S.-based luxury travel agent network Virtuoso.
This shift in trend is largely driven by climate change, with 64% of the global network’s agents reporting that clients are changing their plans due to its impacts – an 18% increase from last year.
69% of travel agents say clients are choosing to travel during off-peak periods, 79% say they prefer milder weather destinations, and 14% want to minimize their carbon footprint through off-season initiatives.
Antarctica has grown in popularity due to expanding cruise options and pristine landscapes, claiming the third spot among must-visit cruise destinations, behind Thailand and Croatia.
Norway also ranks in the top five, again highlighting the trend towards northern European countries.
While luxury travelers are willing to spend more, they are also wary of rising costs and want to ensure their investment improves their trips, according to the Virtuoso survey.
More than half of Virtuoso consultants surveyed expect a slight increase in travel demand next year, with a quarter expecting a “significant” increase.
Additionally, 57% predict a “modest increase” in spending per trip, while 22% believe pricing will remain stable.
UK travelers’ growing preference for tailor-made travel has also become the top travel trend for 2025.
Luxury vacationers are also finding new inspiration in documentaries, books, films, and recommendations from friends and family.
TikTok is significantly influencing travel decisions, providing quick clips of previously overlooked destinations, according to Virtuoso.
However, nothing beats the expertise of travel consultants, who customers say they prefer to use to plan their trips.
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