The hottest travel trends for 2025
From ‘f..k-it’ lists to the ‘joy of missing out’, there are powerful forces shaping how we will holiday this year.
When it comes to planning that next dream holiday, we’ve never had more information or inspiration at our fingertips. It’s both blessing and curse; broadening horizons and empowering travellers, but risking overwhelm and disappointment (hello Instagram vs reality). As forces such as social media exert increasing influence, and technology and AI change how we research, book and even experience our holidays, there’s a simultaneous pendulum-swing back to the innately human side of why we travel.
Recent travel trend reports from Virtuoso, a global network of travel advisers specialising in luxury and experiential travel, outline some of these drivers. Attendees at the annual Virtuoso Travel Week held in Las Vegas in August heard that as the immediate post-pandemic hunger for “revenge travel” fades, “revelry travel” is setting in, springing from a more joyous determination to seize the moment and celebrate milestones or memories, friendships or families. “It’s not about taking revenge against something you lost,” explains Misty Belles, vice-president of global public relations for Virtuoso, “but rather celebrating what you have and revelling in it.”
For many, travel is becoming more tailored and personal, yet more connected; more meaningful, and less about box-ticking. Skyscanner’s Travel Trends 2025 report states that this is “the year of truly shared travel experiences, highlighting the power of collective exploration and discovery”. The top end of the market is booming. Virtuoso members’ 2024 year-to-date sales surged 14 per cent over the same period (January-June) in 2023, and was more than 200 per cent higher than 2019, with a 76 per cent increase in consumers searching for a travel adviser via their website.
So, what’s shaping the world of travel this coming year, and how to make it your best yet?
1 Best of the bunch
Virtuoso advisers report a definitive upswing in demand for top-notch, exclusive experiences, whether to ring in a special celebration, pursue a passion, or enjoy specialised itineraries on once-in-a-lifetime trips. This demand also feeds into what Virtuoso calls the rise of “f..k it lists”, instead of bucket lists.
Rather than a list of things to see before you die, “f..k it lists” are more about “what you want to do to feel more alive”, says Belles. That could be hot-air ballooning in Namibia, playing in the World Series of Poker in Vegas, joining a psychedelic plant-medicine ceremony, or a South Pole odyssey.
High-end travel membership club Essentialist conducts a thorough “onboarding” process to plan highly tailored trips based on extensive networks of insider contacts (think: meeting a Tour de France cyclist in Mallorca for a tour of his favourite spots and a bike ride).
Topping the ultra-luxe category are expedition cruising, exotic destinations and African safaris. Aqua Expeditions sets sail in Zanzibar and Seychelles later this year, bringing its small-ship, intrepid-meets-incredible-luxury ethos to East Africa. Speaking to the increasing demand for top-tier, Explora Journeys is increasing the number of ocean penthouses and residences on its upcoming Explora III; ocean penthouses will occupy 24 per cent of its inventory on the new ship, up from 15 per cent on its first two. Nicole Costantin, vice-president APAC, says: “More and more, we are finding luxury travellers value choice, space and privacy as their top priority.”
James Kavanagh, Flight Centre Travel Group managing director, Australia, says data shows a 10 per cent increase in business class bookings year-on-year (to November 2024). Airlines are responding with new cabin configurations and enhanced on-board offerings, including luxury skincare and menus from world-renowned chefs, which “are becoming the norm on newer aircraft and are what travellers will come to expect when paying a business class fare”, says Kavanagh, noting Qantas will offer 30 per cent more premium seats to the US with the return of A380s to its network from August.
2 Gen Z spends big
Gen Z and millennials are outpacing, out-travelling and out-luxing their older counterparts, according to Virtuoso data. Along with forecasting agency Globetrender, Virtuoso quotes McKinsey Global Institute findings that “aspiring” luxury travellers – non-millionaires, typically under 40 and increasingly from Asia – account for more than a third of the $US239bn ($375bn) luxury travel market.
Also changing? How these “digital natives” research, plan and book their luxury travels. “With social media comes an equal mix of inspiration and scepticism,” says Belles. For example, TikTok undoubtedly exposes users to different destinations and activities, but it does a poor job of setting expectations, she says. Despite their digital dexterity, 42 per cent of Gen Z luxury traveller parents are more likely to rely on a travel adviser to book their trips, suggesting that real-world knowledge and experience remain compelling amid the astonishing evolution of social media and AI.
Donna Jones, a Virtuoso adviser who owns NSW-based MTA Luxury Travel Style & Cruise, believes this generation is seeking travel experiences that are unique to them, alongside stays with a real sense of place, but with “a little bit of luxury in mind”.
For those still keen to tap the planning possibilities of the digi-sphere, Expedia is meeting travellers where they are: on social media, says the group’s Australia senior director, Darren Karshagen. Expedia recently launched online “Travel Shops” in the US, Canada and Britain, inviting content creators, “tastemakers”, brands and tourism boards to create personalised storefronts with affiliate links for bookings (an Australian launch is planned).
3 All in the family
As Gen Z begins having babies, seven generations will be travelling the globe simultaneously, building on a recent surge in “legacy travel”, where various generations come together to create lifelong memories, celebrate milestones and forge deeper connections.
During a panel discussion at Virtuoso Travel Week, Cathy Holler, president and chief executive of Momenti Travel, explains: “We lost that time during Covid to be together, and we do not want to miss this time any longer.” Tasmania’s Saffire Freycinet recently announced plans for two new villas aimed squarely at this market, nailing the brief for exclusivity, privacy and escapist luxury. And high-end conservation safari operator Singita’s recently opened private villas in Tanzania’s Grumeti Reserve – Singita Milele and Singita Kilima – offer bells and whistles from bomas to a cinema room alongside front-row access to the Great Migration. The jaw-dropping new Bisate Reserve from safari specialists Wilderness allows for increased privacy and space, between adventures witnessing mountain gorillas in Rwanda.
Soneva has introduced The Residences, an enhanced offering for its villas across Soneva Fushi and Soneva Jani in The Maldives, while Soneva Jani has also opened The Den, a 1500sq m ground-zero for good times catering to toddlers through teens.
Coming 2026, the new Four Seasons I superyacht will boast a network of adjoining suites for travelling groups, allowing up to five suites to interconnect; premier suites will accommodate up to 36 people and allow for kids’ rooms and accompanying staff.
4 In the mood
Travellers are increasingly being driven by their emotions, searching for a feeling rather than a place. Virtuoso says the top motivators are curiosity and exploration, followed by joy and happiness, and awe and wonder of nature. Combining these desires with the urge for connection can make for unforgettable memories.
Black Tomato’s Carolyn Addison says the travel company’s “See You in the Moment” offering is designed around creating these special moments and memories for a group.
Experiences that might fit the bill could be hiking, sailing and horse riding in Argentina’s remote Mitre Peninsula; sharing a feast among the lava formations of a dormant Icelandic volcano; or celebrating a milestone with a three-day takeover of a Moroccan riad.
Skyscanner’s Travel Trends 2025 report says this year is about collective experiences, from screaming with fellow fans at major sporting events to enjoying exhibitions with other art buffs. Explora Journeys’ new Explora II offers F1 fans a novel way to enjoy the Grand Prix de Monaco this year, docking just 150m from the racetrack.
5 Keeping our cool
The great migration to cooler climes and off-peak travel times continues. According to Virtuoso, bookings to cooler spots such as Northern Europe and Canada are up 44 per cent overall while traditional warmer destinations including Italy, France and Greece are down 0.5 per cent overall (but still outselling cooler destinations by about 10:1). The 2025 Virtuoso Luxe Report saw Norway rank in the top five “destinations on the rise” for the first time, with Antarctica taking out the top spot. Slovenia, Portugal and Croatia are seen as alternatives to Italy; Montenegro an “alternative alternative” to Croatia; and Guatemala an alternative to Costa Rica. Travel operators such as Madrid-based Made for Spain & Portugal are encouraging clients to discover lesser-known charms, such as the wines of Spain’s mountainous neighbour Andorra, or immersive caviar tastings in Andalusia.
Expedia’s Unpack ’25 travel trends report identifies growing demand for “detour destinations” – places of interest easily reached from evergreen hotspots. Some examples include Reims as a detour from Paris, Brescia as a detour from Milan, Krabi from Phuket, and Waikato from Auckland.
6 Floating our boats
Cruise operators are responding to seemingly insatiable demand with ultra-luxe developments and increasingly adventurous itineraries. Luxury hotel brands are getting on board, with Four Seasons Yachts unveiling itineraries for 2026 across the Mediterranean and Caribbean and safari operator andBeyond recently launching expedition yacht Galapagos Explorer.
Expedition cruising is going gangbusters. B Corp-certified Aurora Expeditions’ new ship Douglas Mawson arrives in Australia this November, offering Hobart departures, including the 24-day Mawson’s Antarctica. “We’re particularly thrilled to be offering passengers the chance to travel to Antarctica from Australia and New Zealand for the first time in 13 years,” says Hayley Peacock-Gower of Aurora Expeditions. Scenic Eclipse Discovery Yachts will have helicopter excursions to view the emperor penguins of Snow Hill Island on early-season Antarctic voyages, alongside culinary-focused journeys in far-flung Svalbard, Iceland and the Arctic Circle.
Havila Voyages closely follows the Norwegian coastline, its menus changing according to the region. Enormous battery packs allow its fleet to sail up to four hours in silence (they’re also powered by liquid natural gas).
AmaWaterways becomes the first major line to sail Colombia’s Magdalena River this year. Cunard’s new Queen Anne embarks on her maiden world voyage and Queen Elizabeth undergoes refurbishment before voyaging to the Caribbean and Alaska. Oceania Cruises brings its Riviera ship to Alaska, promising culinary adventures both on board and off.
Closer to home, Ponant’s new “Australia’s Iconic Kimberley” roundtrip from Darwin delivers rugged, iconic wilderness in the lap of luxury.
7 Targeted wellness
Luxe travellers are seeking more tailored wellness escapes (labelled “silver bullet” wellness by Virtuoso) targeted at particular health concerns. Leading destinations such as Switzerland, Germany, Spain and Thailand are offering a smorgasbord of specifics, from the soulful to the hi-tech. There’s “monk-level” meditation at Aleenta Retreat Chiang Mai, a menopause retreat at Amilla Maldives, or genetic testing at Buchinger Wilhelmi in Germany.
Soon-to-open Mondrian Gold Coast’s Ciel Spa will feature biohacking therapies, including cryo dry floats, aimed at stimulating the immune and metabolic system; and a “whole body photobiomodulation chamber”, touted as a cutting-edge LED red light therapy system designed to target sports recovery, wellness and rejuvenation.
Meanwhile, Chiva-Som has rolled out new sleep-hormone tests and sleep-apnoea screening, leading to personalised treatment programs.
Skyscanner calls these wellness-chasing folk “reset-jetters”, observing the trend for experiences to help you live longer, feel younger, and build resilience.
8 Slow down
Travel company Momenti’s Cathy Holler speaks of clients’ desire to “slow down … and to look at destinations more deeply than they have before”. On safari in Africa, travellers are staying in fewer camps for longer to engage with culture and understand sustainability.
Expedia highlights “JOMO Travel” – the joy of missing out, purposefully; staying somewhere like a beach house or farm retreat to reconnect and relax with loved ones.
For those who’d rather keep moving but at a relaxed pace, rail travel is always a good idea. Italy’s La Dolce Vita Orient Express hits the tracks in opulent style this European spring, with short yet expansive itineraries traversing mountains, lakes, forests and coast (plus menus crafted by three-Michelin starred chef Heinz Beck).
Belmond’s Venice Simplon-Orient-Express offers a new three-night Tuscan journey in May, wrapping up at Castello di Casole, a Belmond Hotel, Tuscany, for the first time. Further north, Belmond’s Britannic Explorer launches in July as the first luxury sleeper train in England and Wales.
9 Single minded
Virtuoso reports 71 per cent of its solo travel clients are “wander women”, many of whom are divorced, separated or widowed, or finished raising their families. Operators are increasingly catering to this market with everything from themed itineraries to scrapping single supplements.
Crystal Cruises offers dedicated solo fares for its single cabins, including butler service and other inclusions. Aurora will have 36 single berths on offer across the 2025/26 season on Douglas Mawson; an Antarctic Women’s Expedition aboard the Sylvia Earle will include a “no single supplement” offer, as will Antarctica 2026-27 voyages.
G Adventures last year launched its “Geluxe” range, a new style of adventurous, active group travel that’s proving particularly appealing to women.
Aqua Expeditions saw a 22 per cent increase of solo traveller bookings from 2023 to 2024; the single supplement fee will be waived on selected Aqua Nera, Aqua Mekong and Aria Amazon departures this year.
New horizons await, no matter your preferred way of seeing them.
Nikki Wallman was a guest of Virtuoso at the 36th annual Virtuoso Travel Week.
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