Vila Vita Parc has launched the first authenticated vintage luxury boutique at a Portuguese resort, featuring pre-loved designer pieces from Louis Vuitton, Dior and Hermès. Olivia Palamountain reports

Vila Vita Parc, a five-star resort in Portugal, has become the first Portuguese resort to embrace authenticated vintage luxury via its Who Is Louis? boutique, capitalising on the thrift-tripping movement that is captivating Gen Z and beyond.

The curated boutique at the resort's onsite V-Life Shop showcases authenticated, pre-loved designer handbags and accessories from houses including Louis Vuitton, Dior, Bottega Veneta and Hermès. The offering targets style-conscious travellers seeking to indulge responsibly whilst discovering unique pieces that blend luxury shopping with sustainability.

The launch coincides with explosive growth in "thrift-tripping", where travellers specifically plan destinations around vintage shops, flea markets and thrift stores. Data from Bókun shows 30% of travellers are now booking market and shopping tours, ranking second only to traditional sightseeing according to Arival's 2025 report.
Google search data reveals location-specific vintage shopping queries have surged, with searches for "thrifting in Bangkok," "Italy vintage markets" and "vintage tours Miami" jumping 1000% in the past month alone.

Social media has amplified the movement, with TikTok videos showcasing "thrifted souvenirs" gaining hundreds of thousands of views as alternatives to conventional travel mementos. One video captioned "the only travel souvenirs I take home these days, are thrifted clothes" attracted 138,400 views and comments including "I'm stealing this ASAP" and "going there tomorrow with the girls."

The trend particularly resonates with Gen Z and Millennials, who value cost-effectiveness, one-of-a-kind pieces and sustainable shopping over buying new. More than 60% of UK online shoppers purchased preloved items in the past year, with the UK's £3.1 billion second-hand market set to double by 2031 and potentially match brand-new luxury sales.
Vila Vita Parc's boutique represents luxury hospitality's response to this consumer shift, offering guests the opportunity to discover authenticated vintage luxury pieces during their stay rather than seeking them out independently. The resort, a member of Leading Hotels of the World, positions the boutique as a chance for travellers to indulge whilst supporting sustainable fashion practices.

The thrift-tripping movement coincides with broader sustainability concerns in travel, with 93% of global travellers expressing desire to make more sustainable choices according to Booking.com. Thrifted clothing offers a more environmentally conscious alternative to mass-produced tourist souvenirs whilst providing unique, locally-sourced items that reflect both destinations and personal style preferences.