Travelers in 2020 are seizing the day and prioritizing trips now, powered by the belief that customized experiences are the best investment of their money and time, according to the latest Virtuoso® Luxe Report. Global luxury travel network Virtuoso annually surveys its industry-leading travel agency members and their advisor sales force across 50 countries to predict what lies ahead in the coming year. The Luxe Report, which has earned Virtuoso its reputation as a respected trend forecaster, reveals consumer inclinations in high-end and experiential travel.
"Carpe diem" travel is fueling the desire to savor as many new destinations and exciting experiences as possible in more authentic ways. While travelers still want to journey in comfort, the new definition of luxury is personalized adventures shared with family and friends. Both trends led to Virtuoso's introduction earlier this year of Wanderlist®, a revolutionary approach to planning trips to ensure travelers maximize opportunities now and in the future.
The Luxe Report unearthed six trends highlighting how upscale globetrotters continue to assert their influence in the travel-sphere for 2020.
In keeping with the "live for today" motivation, celebrating a milestone is the top factor inspiring travel in 2020 – a first for the Luxe Report. Multigenerational travel maintains its stronghold as the top trend of the year, with authenticity vaulting into second place from ninth in 2019 and cruising sailing out of the top five.
Italy continues its reign as the global favorite, as well as the top spot for solo travelers, while slipping to second place in the honeymoon and family travel categories. Croatia heads the list of emerging destinations, attracting buzz due to the Game-of-Thrones effect as well as its rich history and convenience to other major European hubs. Antarctica, poised for a big year, takes the top spot for adventure travel from longtime favorite South Africa (now in fourth place) and ranks number two as an emerging destination. And Greece catapulted into the top five for three categories, including the top spot for Millennials as well as second on the global destinations list and a third place for honeymoons.
Key findings from the 2020 Virtuoso Luxe Report:
1) Jackson Hole, Wyoming 2) Banff, Canada 3) Lake Tahoe, California 4) Quebec City 5) Burlington, Vermont 6) Aspen, Colorado 7) Bend, Oregon 8) Telluride, Colorado 9) Park City, Utah 10) Breckenridge, Colorado 11) Vail, Colorado 12) Whistler, Canada 13) Whitefish, Montana 14) Ketchum, Idaho
