Wealthy travellers are spending more this year than last. They are flying first class, booking private yachts, and paying thousands per night for rooms on remote islands. The 2025 Virtuoso Luxe Report, compiled from more than 2200 luxury travel advisors across 48 countries, confirms that Italy, Greece, France, Japan, and Croatia sit at the top of the destination list. The market itself is valued at $1.6 trillion and is expected to reach $2.4 trillion by 2034.
Where are these travellers going and what are they paying? The answers vary by region, but clear patterns have formed.
Italy, Greece, and France Still Lead
Italy holds the top spot according to Virtuoso’s advisor poll. Greece follows closely, with Paros earning the title of Best Island in the World from Travel and Leisure’s 2025 World’s Best Awards. France maintains its position, with Paris continuing to draw visitors year after year.
Four Seasons has announced a new property in Mykonos, located along Kalo Livadi Bay. The resort will feature 94 rooms, suites, and villas. Mandarin Oriental opened in Vienna on October 20, 2025, occupying a restored historic building near St. Stephen’s Cathedral. The hotel contains 150 guest rooms and suites.
Portugal has climbed the rankings as well. Its mild climate, food culture, and coastline have drawn more bookings, particularly in the Azores.
Shared Itineraries for Two
Luxury travel trends in 2025 point to a strong preference for private and curated trips. Private yacht bookings have increased by nearly 20 percent, with the average booking now reaching $38,000, according to industry reports. Properties like the St. Regis Red Sea Resort offer overwater villas with butler service, priced around $3,431 per night, designed for seclusion and personal attention.
Planning luxury travel with your partner has become increasingly common among affluent travelers seeking tailored itineraries. The Virtuoso Luxe Report notes that 89 percent of luxury travelers prefer hotels that reflect local character while offering curated services, signaling a move toward more meaningful, experience-driven travel built for two.
Cold Weather Destinations Are Gaining Ground
Antarctica has moved up the list. More cruise operators are running expeditions there, and travelers are booking in higher numbers. Quark Expeditions marked a milestone in November 2025 when two of its vessels, World Explorer and Ultramarine, met at Damoy Point. Scenic’s Eclipse II is running voyages into the Ross Sea between December 2025 and February 2026.
Norway and Iceland also rank among the top destinations to watch. Scandinavia has seen a 25 percent increase in bookings compared to last summer, according to Veranda. Norway alone posted an 89 percent jump, while Sweden followed with a 17 percent increase. Travelers cite rising temperatures elsewhere and a desire to avoid crowds as key reasons for heading north.
Japan Continues to Draw Affluent Visitors
Tokyo cracked the top five city destinations this year, with Osaka also receiving increased attention. Wellness-focused itineraries have grown in demand, with travellers seeking access to hot springs, forest bathing, and traditional meditative practices.
Rosewood Miyakojima opened as Japan’s first Rosewood property. It sits on Miyako Island in the Okinawan archipelago and contains 55 villas, each with a private pool and unobstructed sea views.
Visa Business and Economic Insights notes that affluent households, those earning over $200,000 annually, are driving interest in lesser-known regions such as Hokkaido.
Africa Is Seeing a Surge in Safari Bookings
Kensington Tours reported a 54 percent year-over-year increase in African safari bookings during the first quarter of 2025. Zimbabwe bookings rose 75 percent. South Africa increased by 71 percent, while Zambia posted a 397 percent jump over the previous year.
Aman has announced a new property in Mozambique called Aman Karingani. It will be located within a 150,000-hectare game reserve and will be the brand’s first safari-style resort in Africa.
Saudi Arabia’s Red Sea Development
The Red Sea project in Saudi Arabia continues to expand. Planners aim to build 50 hotels with 8,000 rooms across 22 islands and six inland sites. The St. Regis Red Sea Resort, designed by architect Kengo Kuma, includes 90 overwater villas.
Nujuma, a Ritz-Carlton Reserve, opened in May 2024 as the most expensive hotel in the Middle East. A night costs around $3,431. Forbes named it the best new hotel in March 2025.
The Maldives Holds Its Position
The Maldives won the title of World’s Leading Destination for the sixth consecutive year at the 2025 World Travel Awards. Visitor arrivals passed 2 million earlier than any previous year. The destination also received the Best Sustainable Luxury Destination title at the Travel and Leisure Luxury Awards Asia Pacific 2025.
Resorts like Soneva Fushi and Gili Lankanfushi continue to attract travelers who prioritize environmental responsibility alongside high-end service.
Spending Trends and Traveller Preferences
Half of Virtuoso advisors expect a slight rise in demand this year, while another 20 percent anticipate a significant increase. On spending, 55 percent predict a modest uptick per trip. The Manual reports that 55 percent of luxury travelers plan to spend more in 2025 than they did in 2024, with 34 percent budgeting between $25,000 and $49,999 and 29 percent planning to spend over $50,000.
Kensington Tours notes that bookings in the ultra-luxe category, defined as $2,000 to $3,000 or more per person per day, are up 47 percent. Private yachts, villas, and VIP access to events remain in high demand.
The average luxury cruise booking now exceeds $20,000. First-class and business-class tickets account for 63 percent of all air travel spending through Internova’s global network.
Sustainability as a Spending Factor
Nearly 40 percent of luxury travellers say they are willing to pay 30 to 50 percent more for sustainable features. Close to half of travel advisors report that their clients have altered plans due to climate concerns. A large majority, 78 percent, say clients are choosing shoulder season or off-peak travel times to reduce environmental strain or avoid extreme heat.
Notable Award Winners
Travel and Leisure’s 2025 World’s Best Awards named Santa Fe, New Mexico as the Best U.S. City, ending a 12-year streak held by other cities. Virgin Voyages won World’s Best Mega-Ship Ocean Cruise Line, while Viking took the title for small-ship ocean cruises. Artisans of Leisure was named World’s Best Tour Operator.
Yacht cruising is up 52 percent over 2023, according to Virtuoso data. River cruising rose 23 percent, expedition cruising 19 percent, and ocean cruising 15 percent.
Conclusion
Luxury travel in 2025 reflects a clear shift toward personalization, privacy, and purpose. While classic destinations like Italy, Greece, and France remain dominant, colder climates, African safaris, and ambitious new developments in regions like the Red Sea are reshaping how affluent travelers define exclusivity.
Spending trends show that luxury travellers are not only investing more, but also choosing more deliberately. Sustainability, local character, and curated experiences now carry as much weight as five-star amenities. Together, these factors are shaping a global luxury travel landscape driven less by status alone and more by access, intention, and experiences that feel genuinely distinctive.
