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Ready to explore the future of luxury travel? The Virtuoso x Globetrender Luxury Travel Trend Watch 2025 reveals seven key trends. First presented by Globetrender founder and CEO Jenny Southan at the 2024 Virtuoso Symposium this month at Atlantis the Royal hotel in Dubai, this forecast offers valuable insights for travel advisors and hoteliers eager to stay ahead of the luxury travel curve. You can download the full report here. Here are some key takeaways:
1. Silver Bullet Wellness
Wellness tourism is on a trajectory to grow by 16.6% annually, reaching $1.4 trillion by 2027. Enter Silver Bullet Wellness, where luxury travelers seek hyper-specific health solutions that offer more than just relaxation. Think longevity treatments, cognitive enhancement programs, and advanced therapies targeting everything from insomnia to heart health. Destinations like Switzerland, Spain, and the Maldives are pioneering these cutting-edge wellness experiences, attracting health-conscious elites willing to invest heavily in medically supervised personal optimization.
2. Mood Boarding
Planning a trip isn't just about where you go—it’s about how you want to feel. The Mood Boarding trend emphasizes the emotional journey, encouraging travel advisors to dig deeper into their clients' psychological needs. According to the report, 80% of luxury travelers say their emotional state significantly impacts their travel choices, underscoring the importance of crafting itineraries that align with their desired mood. Whether it's disconnecting from work through nature hikes or rekindling a relationship with a romantic getaway, this trend is about creating experiences that resonate on a deeper, more personal level.
3. XZ Beta Travel
For the first time, seven generations will be traveling simultaneously, marking the rise of XZ Beta Travel. With Gen Z parents and their Beta Babies joining Gen X and Boomers on family vacations, multi-generational travel is evolving. This trend is not just about family bonding but also about economic impact—one-third of millionaires are expected to come from emerging markets by 2028, many of whom belong to Gen Z. Luxury travel providers are increasingly catering to these young, aspirational families with tailor-made experiences that span generations.
4. F**k-It Lists
The F**k-It Lists trend captures the growing desire for spontaneous, exhilarating experiences that prioritize living in the moment. Unlike traditional bucket lists, F**k-It Lists focus on seizing the day with high-energy, often extravagant experiences. Virtuoso reports that bookings for trips over $50,000 have surged by 86%, reflecting this shift towards more impulsive, high-adrenaline adventures. Whether it’s tagging hammerhead sharks in Costa Rica or driving a Cybertruck across rugged terrain, luxury travelers are increasingly looking to push their limits and embrace life to the fullest.
5. Wander Women
Empowered and independent, more women are choosing to travel solo, with Wander Women leading the charge in 2025. As 71% of Virtuoso’s solo travelers are women, and 47% of them are divorced, separated, or widowed, the industry is taking notice. Luxury providers are responding by offering women-only trips, waiving single supplements, and creating unique experiences that cater specifically to female travelers. From safaris where women can opt for private game vehicles to all-female adventure trips in Saudi Arabia, the focus is on empowering women to explore the world on their terms.
This trend is particularly significant as more women seek not just leisure but also personal growth and connection through travel. Innovative offerings like wellness retreats tailored for midlife women or solo cruises for women aged 55-plus are just the beginning. For luxury travel providers, understanding the needs and desires of Wander Women will be key to tapping into this growing market segment.
6. Memoirs in Motion
The next evolution of "set-jetting" is the Memoirs in Motion trend is transforming how high-net-worth individuals document their travel experiences, bringing their own main character energy. Rather than simply taking photos and videos, travelers are working with specialty companies to hire professional film crews to create polished, cinematic recordings of their journeys. With rates starting at $17,000, this trend is about turning travel experiences into personal legacies, with companies offering everything from daily film edits to full-scale documentaries. Whether it’s a high-adrenaline adventure in Norway or a serene wildlife expedition, travelers are increasingly seeking out personalized storytelling that captures their emotions and experiences in dynamic, visually stunning formats.
7. Racketeering
Racket sports are having a moment, with Racketeering taking center stage in luxury travel. Tennis, pickleball, and padel are becoming must-have amenities at high-end resorts, with destinations offering state-of-the-art courts, clinics, and tournaments to attract enthusiasts. Padel, in particular, has seen explosive growth, with the number of padel courts worldwide increasing by 25% annually over the past few years. Resorts like Necker Island and Hotel du Cap-Eden-Roc are leading the charge, offering luxury travelers exclusive access to world-class facilities, exclusive tournaments and events. As a result, racket sports are set to dominate the luxury vacation scene in 2025.
To learn more and explore how these trends can transform your approach to the luxury travel market in the coming years, download the full Virtuoso x Globetrender report here.