The 2024 Virtuoso Luxe Report reveals that affluent British travellers are seeking shoulder season trips and are increasingly committed to a sense of adventure. Olivia Palamountain reports

The Virtuoso® Luxe Report 2024 reveals that wealthy British holidaymakers are increasingly venturing to far-flung destinations, driven by a desire for once-in-a-lifetime experiences.

This trend comes alongside a growing awareness of environmental issues, with nearly half of travellers adapting their plans in response to climate change, seeking moderate weather destinations or choosing to travel outside of peak seasons.

Cruising is growing in popularity too, alongside destination celebrations and family travel.

While the global survey for its annual Luxe Report spans more than 50 countries, Virtuoso was able to zero in on traveller preferences within the UK to illuminate British appetites for high-end luxury and experiential travel.

Key Trends for 2024

  1. New Frontiers: Seasoned travellers are branching out beyond traditional European hotspots, drawn to less-explored areas and reemerging destinations like Japan and Egypt.
  2. The Party Continues: Post-pandemic delayed celebrations remain popular, with family travel topping the trends list.
  3. Honouring the Earth: 46% of Virtuoso advisors report that climate change is influencing travel choices. Of these, 82% are selecting destinations with moderate weather, while 47% opt for shoulder or off-peak season travel.
  4. Small Ships, Big Possibilities: River cruises and adventure cruising, particularly to Antarctica, are gaining popularity for their intimate settings and unique itineraries.
  5. At ease: Travellers are increasingly seeking exclusive-use experiences and customised trips to maximise comfort and minimise hassle.

Italy maintains its crown as the global favourite destination, while Japan leads the list of reemerging destinations. For adventure seekers, exploring the unspoilt landscapes of Iceland or cruising Antarctica, along with wildlife safaris in Kenya and South Africa, are top picks.

Top honeymoon destination are Maldives, Bali, the Seychelles and Italy, while families are vacationing in Greece, Italy, the US, Spain and France.

Despite global economic uncertainties, the report suggests that luxury travellers remain committed to fulfilling their travel aspirations. They are prioritising unique experiences and showing willingness to invest in their wanderlust, while also becoming more mindful of their environmental impact.

To this end, 70% have seen a rise in culinary travel, with 20% of travellers booking food and wine-focused trips. An impressive 94% of travellers are incorporating wellness and self-care into their journeys.

For further insights from Virtuoso into the luxury travel landscape, check out “Luxury Travel Trend Watch: 2025”, a report produced in association with Globetrender that offers insights into how and why the affluent will be travelling in the years ahead.

Published in September, 2024 (and available to download here), the report is a summation of the luxury travel trends first revealed by Globetrender founder and CEO Jenny Southan at the 2024 Virtuoso Symposium, held at Atlantis the Royal hotel in Dubai.

From “Silver Bullet Wellness”, “Mood Boarding” and “Wander Women” to “F**k-It Lists”,  “XZ Beta Travel”, “Memoirs in Motion” and “Racketeering”, the seven trends identified highlight a shift towards personalised wellness, spontaneous adventures and multi-generational travel experiences.