Europe continues to lead the way for summer travel according to Virtuoso, which shared summer travel trends at the network’s annual U.S. Forum. At the event — which took place Jan. 28-31 — Virtuoso also announced that U.S. advisors produced 25% more in 2024 than in 2023.
Thanks to longer booking windows (an average of 124 days), the network has a good idea of where luxury travelers are headed this summer. Here are some of the trends Virtuoso shared.
1. There’s a Notable Pull Beyond European Cities
Travelers are going beyond Europe’s cities this summer, with the U.K. countryside seeing a 173% increase in sales, while Portugal’s Algarve region is experiencing a 110% increase. Average daily room rates have increased by 132% in Greece’s Athenian Riviera, showing high demand.
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2. “Coolcations” Are Still Hot
The coolcation trend (aka a preference for destinations with moderate climates) has continued to gain steam, with Scandinavia, Iceland, Denmark, Finland, Norway and Sweden seeing a 263% year-over-year increase for travel already booked for this summer.
3. The Mountains Are Calling
Mountainous locales, such as Val-d’Isere, France (457%), St. Moritz, Switzerland (153%), and Courchevel, France (132%), are also seeing year-over-year increases.
4. Slovenia Is Rising
The top emerging destination for Virtuoso is Slovenia, with a 473% increase year-over-year. According to the network, this staggering rise comes after the group held its Chairman’s Event in Slovenia last year, “showcasing the destination for its highest-performing travel agency members and demonstrating the direct influence that Virtuoso advisors have on increasing interest and tourism to certain destinations.”
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5. More Trending Destinations Throughout Europe
The network is also seeing sales increases in Croatia (356%), Czech Republic (309%), Austria (254%), Turkey (272%), Hungary (143%), Germany (59%) and Montenegro (24%). European islands in the Mediterranean are also seeing sales increases, including Sardinia (316%), Malta (140%) and Sicily (135%).
6. Asia Is Having a Good Year, With More to Come Thanks to “The White Lotus”
Sicily saw a 424% spike in sales after the October 2022 debut of season 2 of “The White Lotus,” which took place in the destination. As such, Virtuoso is expecting to see a significant increase in sales to Thailand, which is the location of the third season of the show, set to air Feb. 16.
Other destinations in Asia are trending, including year-over-year increases in Bhutan (196%), Tokyo (116%) and Kyoto (115%).
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