TORONTO — Virtuoso is looking at key trends shaping travel in the year ahead with its 2025 Virtuoso Luxe Report: Canada.
The luxury specialists note that while high-end travellers are willing to spend more in 2025, they’re also mindful of rising costs and want to ensure their investment enhances their travels. That makes their relationship with a trusted travel advisor “all the more important,” says Virtuoso.
Nearly half of Virtuoso advisors surveyed anticipate a slight rise in travel demand in 2025, with 21% expecting a significant increase, 58% predicting a modest uptick in spending per trip and 24% saying they think pricing will remain steady.
The Luxe Report identified five key trends for this market …
- Ice-olated Escapes: The ‘coolcation’ trend shows no signs of slowing down, as more travellers request cold-weather destinations to escape the rising temperatures and avoid crowds. Antarctica has surged in popularity due to its expanding cruise options and pristine landscapes, claiming the second spot among the top destinations to watch after not appearing on last year’s list. Iceland also ranks in the top five, reemphasizing the trend toward northern European countries.
- Sailing Solo: Travellers seeking freedom and flexibility have no hesitation going it alone, says Virtuoso, and cruising is proving to be a key trend amongst the solo set, with expedition, ocean and river cruises ranking among the top travel experiences for the coming year. Solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers. Solo cruising can provide a sense of security, as small-ship cruises allow excursions alongside like-minded companions in more intimate groups.
- Born to be Mild: Adventure and wellness continue to be significant motivators, but in 2025, upscale travellers “will pursue a harmonious balance of exhilaration and relaxation.” These ‘softer’ adventures cultivate personal accomplishment and give travellers the chance to unwind and recharge.
- You Tell Me Travel: Rather than sticking to well-worn bucket lists, travellers are finding new inspiration in documentaries, books, films and recommendations from friends and family. TikTok remains a powerful influence, delivering rapid-fire clips of destinations previously overlooked. “Yet nothing rivals the expertise of travel advisors,” says Virtuoso.
- Palate and Place: The influence of culinary experiences is as strong as ever, particularly for luxury travel, and can even include food tours, hidden markets and one-of-a-kind eateries, like the best food trucks and street vendors. Some advisors report spending weeks, even months, curating the ideal culinary immersion for their clients.
When it comes to ‘destinations on the rise’ from the Canadian market, Portugal takes top spot, followed by Antarctica, Costa Rica, Iceland and Columbia. Meanwhile the top global destinations from Canada are Italy, Greece, France, Japan and Croatia. The top family destinations are Mexico, Costa Rica, D.R., Orlando and Italy. Top adventure destinations are Antarctica, Alaska, Iceland, the Galapagos Islands and South Africa.
And not surprisingly given Canada’s climate, when it comes to top travel motivators, ‘escaping foul weather’ takes second spot, after milestone travel, and followed by the excitement of exploring a new destination, spending time with loved ones and R&R.
