Luxury travel demand is accelerating at an impressive pace ahead of Thanksgiving 2025, according to new data from Virtuoso.
The high-end travel network reports bookings up 20 percent over last year, with overall sales soaring by 36 percent. Even with lingering economic uncertainty, affluent travelers are displaying a strong appetite for memorable, meaningful holiday escapes.
Virtuoso’s 2026 Luxe Report reinforces the momentum, revealing that nearly half of surveyed advisors expect additional growth in the luxury segment next year. This rapid rise highlights a broader trend: luxury travelers are prioritizing deeper experiences, intentional itineraries, and high-quality time with loved ones during the holiday season.
A Shift Toward Experience-Driven Destinations
Thanksgiving 2025’s most-requested destinations illustrate how traveler preferences are evolving. This year’s top picks include New York City, London, Paris, Riviera Maya, Los Cabos, Palm Beach, and Costa Rica – an appealing mix of festive cultural capitals and warm-weather retreats.
Advisors say these choices reflect a growing desire for holidays that offer more than relaxation. Luxury travelers increasingly want immersive experiences, authentic cultural moments, and opportunities to reconnect with family in inspiring settings.
Destinations like Costa Rica demonstrate this shift especially clearly. Advisors point to its eco-luxury resorts, sustainable tourism offerings, and abundant natural beauty as major draws for high-end travelers seeking something more meaningful than a traditional beach vacation.
At the same time, iconic cities such as New York and Paris continue to captivate visitors with world-class events, fine dining, and holiday programming that deliver energetic, memorable escapes. Across all destinations, the unifying thread is experience – travelers are looking for places that offer emotional connection and a strong sense of place.
How Travel Advisors Are Adapting to Rising Demand
The sharp increase in luxury bookings presents both opportunities and challenges for travel advisors. As more affluent travelers seek highly personalized itineraries, advisors are placing greater emphasis on customization.
Many clients now want private tours, curated culinary experiences, luxury transportation, and seamless, detail-rich travel arrangements that elevate every moment of their holiday. This shift underscores the growing importance of advisors as strategic partners who can anticipate needs, navigate complexity, and deliver exceptional service.
Another key trend shaping the market is the surge in multi-generational travel. Families and groups are choosing to gather in destinations that offer comfort, privacy, and ways to share meaningful experiences.
Advisors who can manage complex itineraries for groups – whether through private villas, multi-room suites, or activity planning that suits all ages – are particularly well-positioned to thrive.
Overall, Thanksgiving 2025 is shaping up to be one of the strongest luxury travel seasons in recent years. With bookings climbing and travelers showing a strong preference for unique, experience-driven holidays, the luxury segment is poised for continued growth into 2026.
Travelers are seeking more than a getaway – they want connection, enrichment, and memories that last long after the holiday ends. Advisors who understand these evolving priorities will be best equipped to serve a clientele that values exceptional experiences above all else.
