Luxury travel network Virtuoso has tapped into the collective knowledge of more than 2,200 professional travel advisors in 58 countries to determine “what’s now and next” for affluent travellers. The result is the 2025 Virtuoso Luxe Report.
Virtuoso says findings reveal a yearning for transformative and authentic experiences, fueled by an adventurous spirit and a desire to forge deeper connections with family, friends and new surroundings.
Virtuoso’s Canadian team. (Photo Credit: Marsha Mowers)
In 2025, Virtuoso clients continue to prioritize exploration and personalized experiences, but they are increasingly focused on maximizing value without compromising quality. While luxury travellers are willing to spend more, they are also mindful of rising costs and want to ensure their investment enhances their travels, making their relationship with a trusted travel advisor all the more important.
Nearly half of Virtuoso advisors surveyed anticipate a slight rise in travel demand next year, with 21% expecting a significant increase. Additionally, 58% predict a modest uptick in spending per trip, while 24% believe pricing will remain steady.
Rising temperatures and crowds are encouraging travellers to head for cooler destinations. (Photo Credit: Michael Baynes/Aurora Expeditions)
The Luxe Report identified five key trends highlighting how Canadian globetrotters are establishing their influence in the travel-sphere for 2025.
Ice-olated Escapes: The “coolcation” trend shows no signs of slowing down, as more travellers request cold-weather destinations to escape rising temperatures and avoid crowds. Antarctica has surged in popularity due to its expanding cruise options and pristine landscapes, claiming second spot among the ‘top destinations to watch’ after not appearing on last year’s list. Iceland also ranks in the top five, which Virtuoso says reemphasizes a trend toward northern European countries.
Sailing Solo: Travellers seeking freedom and flexibility have no hesitation going it alone, and cruising is proving to be a key trend amongst the solo set, with expedition, ocean and river cruises ranking among the top travel experiences for the coming year. Solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers if desired. Many cruise lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.
Thrills & Chills: Adventure and wellness continue to be significant motivators, but in 2025, upscale travellers will pursue a harmonious balance of exhilaration and relaxation. While some venture to the extreme frontiers of Antarctica and Alaska, others are drawn to destinations like Colombia, Costa Rica and Bhutan, where physical activity meets wellness practices. Virtuoso says these “softer” adventures not only cultivate personal accomplishment but give travellers the chance to unwind and recharge, leaving them refreshed and ready for their next big adventure.
You Tell Me Travel: Rather than sticking to well-worn bucket lists, travellers are finding new inspiration in documentaries, books, films and recommendations from friends and family. TikTok remains a powerful influence, delivering rapid-fire clips of destinations previously overlooked. But Virtuoso says nothing rivals the expertise of travel advisors, who report their clients are now reaching out to ask, “Where to next?” rather than naming a specific destination.
Palate and Place: Culinary experiences have become a crucial element of luxury travel, and globetrotters are prioritizing gastronomic discoveries that showcase the authentic local flavours and unique traditions of the places they visit. High-end visitors want meals that go beyond traditional dining, with an emphasis on experiences that immerse them in a destination’s culture through its cuisine – think food tours, hidden markets and one-of-a-kind eateries, like the best food trucks and street vendors. As a result, some advisors report spending weeks, even months, curating the ideal culinary immersion for their clients to savour.
Portugal and its islands are a leading destination for affluent Canadian travellers. (Photo Credit: Provided by Collette)
Key findings from the 2025 Virtuoso Luxe Report – Canada:
· Portugal has risen to top the list of destinations on the rise after finishing second last year. Well-known for providing great value, its appeal has broadened thanks to its mild climate, flavourful cuisine and stunning scenery, particularly in the Azores.
· Classic favourites – Italy, France and Greece – continue to dominate as top international destinations. Lisbon has replaced Paris as the preferred city, but Tokyo’s momentum has carried it into this year’s top five.
· Costa Rica, offering immersive eco-tourism, has climbed from third to second place among top family destinations and newly joined the list of destinations on the rise.
· Croatia remains popular, with Dubrovnik still drawing crowds, but there’s growing interest in lesser-known spots like inland Istria, especially among gourmet enthusiasts who are looking to go beyond the obvious to enjoy truffle hunting and wine-tasting.