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Virtuoso Luxurious Gross sales Spike as Vacationers Splurge on Personal Experiences



Skift Take

Expertise continues to trump worth for high-net-worth vacationers, whose urge for food for luxurious journey is not slowing down.


Virtuoso‘s platform has a community of 20,000 luxurious journey advisors, and right here’s what they’re seeing: Gross sales of unique experiences are up. Yacht bookings are up. Costs – manner up.

Excessive-net-worth vacationers are “going from one personal expertise to a different,” stated Misty Belles, Virtuoso vp for public relations throughout a media briefing Monday in Las Vegas. “Charges are nonetheless driving actually excessive all through the autumn,” stated Belles.

Luxurious vacationers are spending between $10,000 to $50,000 per journey, most notably for culinary journey, in accordance with 70% of Virtuoso’s advisors.


Gross sales throughout all its journey sectors have been 69% larger than in 2019 and 36% larger than in 2022. Cruises have additionally proven marked restoration, with gross sales up 106% in comparison with 2019.

Yacht bookings for 2023 are additionally up 79% over 2019, with excessive demand within the Caribbean, Croatia, Greece and San Tropez.

The Forex of ‘How Did You Make Me Really feel

Regardless of the elevated value of journey and recession crimson flags, luxurious vacationers have grown accustomed to the unique use expertise adopted throughout the pandemic, steered Belles, with 57% of luxurious vacationers throughout markets surveyed by Virtuoso stating, “Making a journey expertise that most closely fits my expectations is extra vital than worth.”

Expectations from vacationers have risen with costs, resulting in extra complaints round service, in accordance with Belles.

Experiences made particular with private suggestions and particular in vacation spot discoveries, coupled with service issues, added Belles, with the survey outcomes exhibiting expectations from vacationers on this regard have been considerably excessive in locations like Mexico (74%), Hong Kong (70%), Brazil (68%), China (67%) and Australia (63%).


Wellness Journey additionally continues to be excessive on the agenda, with 94% of vacationers incorporating wellness into their journey, with Gen Xers most looking for out self-care.

Whereas charges proceed to rise, there could also be a correction in pricing for properties that can’t match the extent of luxurious rivals provide.

Influence of Local weather Change on Journey Alternative 

Virtuoso’s Influence report additional confirmed institutions with demonstrated sustainable initiatives have been considered as extra precious and extra prone to be booked by these vacationers.


The report detailed over 3,000 initiatives inside 215 companions of Virtuoso, who have been specializing in three essential areas: defending the planet (50%), celebrating cultures (30%), and supporting native economies (20%).

The initiatives included conserving virtually 18 million acres of land, a carbon offset of over 200,000 metric tons of carbon. On the similar time, 81% of Virtuoso’s companions stated they targeted on gender equality and empowering ladies and ladies. 

Luxurious journey advisors additional imagine local weather change will proceed influencing journey selections, “with vacationers choosing cooler locations, with elevated demand for locations like Norway and Copenhagen,” locations not sometimes booked for summer season.

Virtuoso journey advisors are encouraging shoppers to e-book properly prematurely on account of tight availability, particularly for trending locations, noting the return to superior reserving patterns, much less lodge flexibility, and the potential implementation of visas in varied nations, even for the U.S.


A journey advisor panel dialogue held throughout the Virtuoso Journey Week briefing additional outlined the next developments to observe:

Expedition Cruising: Antarctic and normal expeditions have the attract of distant locations. Vacationers are additionally on the lookout for experiences which might be mentally and bodily exertion. 

Final-Mile Expertise: As lodge firms construct in distant places reminiscent of Costa Rica, the last-mile expertise is turning into essential. Improvements like seaplanes and tailor-made transfers add worth.


Rising Locations: The event of latest merchandise and the expansion of lesser-known locations create new alternatives for luxurious journey. Locations like Saudi Arabia, Oman, and the Pink Sea Challenge are coming onto the radar.

Unique Occasion-Primarily based Journey: There’s a rising curiosity in distinctive experiences round sporting occasions like F1, tennis, golf, and different unique occasions. Shoppers are keen to spend extra on curated all-access or behind-the-scenes experiences as an alternative of simply watching from the sidelines, reflecting an extra shift in direction of experiential luxurious.

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