2024 Virtuoso Travel Trends


Embark on a journey beyond boundaries as we delve into the captivating insights of the 2024 Virtuoso® Luxe Report, a beacon illuminating the evolving landscape of luxury travel. For our discerning travellers in Australia and New Zealand, the allure of distant horizons has never been more enticing. 

Virtuoso, a global leader in luxury and experiential travel, has meticulously curated this report by tapping into the collective wisdom of its industry-defining travel agency members. Our luxury wanderers are displaying a newfound comfort in venturing far and wide, showcasing a profound commitment to adventurous spirits and an insatiable thirst for once-in-a-lifetime encounters.

The Virtuoso Luxe Report not only spans over 50 countries but zeros in on the distinctive preferences of travellers within Australia and New Zealand. In a world where time is the ultimate luxury, Virtuoso travel advisors observe an unprecedented eagerness among their clients to turn travel dreams into reality. Despite economic challenges, these intrepid explorers are undeterred, demonstrating an unyielding curiosity and a willingness to invest in novel experiences.

As we unveil The Luxe Report's five key trends for this year, it becomes clear that our luxury wanderers are influencers shaping the very fabric of the travel-sphere. Join us on this voyage of discovery, where the passion for exploration, coupled with an appreciation for the extraordinary, sets the stage for a year of unparalleled adventures.

1. New Frontiers: Although many continue to find comfort in their past favourites, other experienced travellers are diverging from the usual European options and branching out to exotic locales and less explored areas. Driven by the desire to visit a place dreamed of during the pandemic, an under-the-radar location recommended by an advisor or even the ambition of being “first” to a destination, luxury travellers are intrigued by the unexplored. The cultural richness of reemerging travel hotspots, such as Japan and Egypt, offer unique and exciting itineraries for those seeking a departure from the norm.

2. The Party Continues: Post-pandemic travel saw many delayed celebrations realised, and the festivities continue with celebration travel making the list of top trends and motivations for 2024. It’s no surprise travellers are sharing life’s most important moments with family – both travel with immediate family and multigenerational travel appear on the trends list. Whether commemorating a milestone or simply spending quality time together, travel remains an essential part of connecting with loved ones.

3. Honouring the Earth: Extreme weather has shaped a traveller who is hyper-aware of the fragility of the world and eager to honour its majesty. Virtuoso advisors say their clients are pushing geographical boundaries to witness nature in its pristine form for fear it will diminish or become inaccessible. Greece, Morocco and Hawaii are also top-of-mind for travellers who want to support the economy of destinations recently impacted by disaster while remaining respectful of their recovery.

4. Small Ships, Big Possibilities: With less crowded, more intimate settings in favour, small-vessel cruising is on the rise with new and experienced cruisers alike. Upscale voyagers in search of a more authentic experience are favouring river cruises for the casual atmosphere, proximity to major cities and wide-ranging itineraries. Popular routes include the Danube River, the Mekong River and the Nile. Adventure cruising tops the trends list due to prevailing interest in Alaska and increased accessibility to Antarctica, 2024’s leading adventure destination.

5. At Ease: Lingering restrictions, frustrating shortages and turbulent air travel have led to increased demand for custom trips made easy. From exclusive-use experiences – private jets, yachts and villas – to booking half days at hotels to ensure they have accommodations that fit their needs, today’s traveller is maximising comfort. The desire to leave nothing to chance serves as increased motivation for using a professional travel advisor to simplify bookings and enhance the overall experience.