LAS VEGAS — The 37th annual Virtuoso Travel Week is currently underway in Las Vegas, bringing together more than 4,800 luxury travel professionals from 107 countries.

This flagship event, held Aug. 9 to 15 across multiple venues including Bellagio Resort & Casino and ARIA Resort & Casino, serves as a critical platform for networking, professional development, and business growth within the luxury travel sector.

The event’s strategic importance is underscored by over 100,000 matched appointments this year – more than 40 percent higher than 2024 – allowing advisors and preferred partners to connect more effectively and build future revenue streams. Complementary networking opportunities further boost interaction across the Virtuoso network, fostering relationships that drive the high-end travel market.

The week began with Community Globetrotting sessions covering key passion-point categories such as cruise, adventure, family, culinary, wellness, ultraluxe and sustainability. These immersive sessions attracted over 600 advisors and 120 partners, further energizing Virtuoso’s commitment to specialised travel experiences. The Travel Tech Summit, expanded this year, drew more than 500 participants eager to explore the latest innovations in travel technology.

Virtuoso’s Chairman and CEO Matthew D. Upchurch delivered an empowering keynote on the value of human connection in luxury travel. “We’ve always believed that human connection would be the key to sustained competitive advantage – not in opposition of technology, but in concert with it – especially in the hands of skilled Virtuosos,” Upchurch said. He emphasised Virtuoso’s growing technology ecosystem that enhances, rather than replaces, the human element that distinguishes luxury travel advisors.

THE RISE OF LUXURY TRAVEL

Luxury travel remains robust globally, with Virtuoso reporting a 12% increase in sales for the first half of 2025 compared to the same period in 2024. Hotels have particularly surged, with a nearly 26% increase overall and a projected rise above 33% for the latter half of the year. Cruise and tour bookings also continue to climb steadily. According to Virtuoso’s consumer surveys, 30% of luxury travellers from the U.S. and 20% from Canada plan to cruise within the next year, with future bookings exceeding $50,000 per sailing up 43% from last year.

GROWING DEMAND FOR ADVISORS

The growing demand for personalized, enriching travel experiences is driving more consumers to seek professional guidance. Virtuoso reports a sustained 76% rise in the number of consumers connecting with travel advisors via virtuoso.com. The network’s 2025 Global Luxury Traveler Report reveals that 75% of clients place safety and security as a top priority when planning travel, with 65% highlighting an added layer of protection from advisors as more important than perks or upgrades.

SHOULDER SEASON

Fall travel, once considered shoulder season, has surged in popularity among luxury travellers. Virtuoso bookings for the fall are up 30%, with sales 39% higher than 2024. The festive season bookings have also increased, with a 35% jump in bookings and a 38% rise in sales. Contrary to perceptions that international travellers avoid the U.S., Virtuoso’s data shows a steady increase in inbound luxury travel sales to the country, up four percent year-to-date, and 27% higher for fall bookings. The U.S. ranks alongside perennial favourites like Italy, France, the UK, Spain, Japan, Greece, Canada and Portugal in the top 10 destinations for the season.

TRAVEL PREFERENCES

Virtuoso also highlights generational differences in travel preferences. Gen Z and Millennials seek transformative and immersive experiences, often favouring unique accommodations such as villas, tents and lodges. Older generations, including Gen X and Boomers, prioritise comfort and relaxation and tend to prefer more traditional lodging. Sustainability continues to be a growing priority, with 77% of Virtuoso advisors reporting increased client interest in sustainable travel compared to five years ago. Notably, Boomers are leading efforts to counter overtourism by choosing less crowded destinations.

Climate considerations are also shaping travel plans. Some 79% of advisors report that changing weather patterns impact client decisions, with 55% noting a preference for off-season travel to avoid extreme conditions. Multi-generational travel remains a significant driver, with 53% of Virtuoso clients intending to travel with multiple generations within the next year. Celebration travel is also on the rise, showing a 23% year-over-year increase.

WANDER WOMEN

The rise of “Wander Women” – a term coined by Virtuoso and Globetrender – illustrates the growing influence of women in solo travel. Women now make up 68% of solo travellers, with many opting for mindful and sustainable journeys away from over-touristed areas. This trend is especially prominent among women over 65, who are redefining solo travel with independence and curiosity.

Virtuoso Travel Week will continue through Aug. 15, featuring industry recognitions and concluding with a gala event. For real-time updates, follow @VirtuosoLtd on Instagram and Virtuoso Travel on Facebook and LinkedIn. More information is available at www.virtuoso.com.