Where, Why, and How Luxury Travelers Will Travel in 2014

Virtuoso®, of which we are a member, is the leading network of luxury travel advisors and entities. This by-invitation-only organization comprises 335 agencies with more than 7,200 elite travel specialists in 20 countries in North and South America, the Caribbean, Australia and New Zealand, as well as over 1,700 of the world’s best travel providers and premier destinations. The network’s member agencies generate over $12.5 billion annually in travel sales, making the group the most powerful in the luxury travel segment.

Each year, Virtuoso® polls its members to identify travel trends based on current and anticipated reservations making it one of the most insightful reports into the minds of the world’s luxury travelers.

While “Multigenerational Family Travel” maintains its stronghold as the top trend, “Active and Adventure Travel” is the dominant trend predicted for all travelers – families, couples, honeymooners, retirees – in 2014, especially in more exotic destinations. The biggest change in the findings from the 2013 to 2014 report, though, is perhaps the new entrants as “emerging destinations.” While Cuba remains the tourism destination most on the rise, the Galapagos Islands’ popularity is escalating once again, while Iceland and Belize cracked the “top 10.”

Italy continues its reign as the top destination for international travel in 2014, followed by South Africa, France and Australia. This year New Zealand makes an appearance on the list as well. Italy remained the chart-topper for families traveling in 2014, with England, Hawaii, Costa Rica and Mexico rounding out the list.

Within the U.S. travel market, New York reclaims the top spot, followed by Maui. Napa Valley/Sonoma was bumped to third place from a first place ranking in 2013. Las Vegas took fourth place and for the first time, Hawaii’s Big Island joins the list.

As in past reports, the motivation behind high-end travel continues to be seeking authentic experiences, rest and relaxation and spending time or reconnecting with loved ones. Re-discovering previously visited destinations and exploring new destinations were new additions to the list this year.

The most popular honeymoon destination is a new category added this year. Italy, French Polynesia, Maui, the Maldives and St. Lucia topped the list. Not surprisingly, the list mirrored the most popular destinations for romantic travel, which continue to be Italy, French Polynesia, Bali and France. This year the Maldives joined the list of exotic locations.

The 2014 Luxe Report also found that the rise in longer trips (eight days and longer) to international destinations held steady from 2013, and suggests that when necessary, travelers are willing to book lower room categories in order to stay in nicer hotels. Travel advisors still continue to be the lead influencer in determining their clients’ travel decisions, followed by recommendations from friends and family. Business Class is still the preferred way to fly, with Economy Plus continuing to gain popularity as more airlines introduce and expand this on-board product.

Key Findings From the 2014 Virtuoso Luxe Report

The 10 most popular emerging destinations, meaning those on the cusp of becoming popular, either for the first time or a resurgence in 2014:

1. Cuba
2. Myanmar/Burma
3. Vietnam
4. Galapagos Island
5. Bhutan
6. Cambodia
7. Chile
8. Iceland
9. Turkey
10. Belize

The five biggest travel trends for 2014:

1. Multigenerational family travel
2. River cruising
3. Active or adventure trips
4. Celebration travel
5. Luxury cruises

The five most popular international destinations in 2014:

1. Italy
2. South Africa
3. France
4. Australia
5. New Zealand

The top five U.S. destinations for 2014:

1. New York City
2. Maui
3. Napa Valley / Sonoma
4. Las Vegas
5. Hawaii’s Big Island

The top five most popular destinations for families in 2014:

1. Italy
2. England
3. Hawaii
4. Costa Rica
5. Mexico

The five most popular cruise itineraries for 2014:

1. Mediterranean
2. Alaska
3. European River
4. Caribbean
5. Baltic Region

The five most popular destinations for honeymoons in 2014:

1. Italy
2. French Polynesia
3. Maui
4. Maldives
5. St. Lucia

The five most popular destinations for romantic getaways in 2014:

1. Italy
2. French Polynesia
3. Bali
4. France
5. Maldives

The five most popular adventure destinations in 2014:

1. South Africa
2. New Zealand
3. Galapagos Islands
4. Costa Rica
5. Peru

The top five reasons people will travel in 2014:

1. Exploring new destinations
2. Rest and relaxation
3. Seeking authentic experiences in new destinations
4. Re-discovering previously visited destination
5. Personal enrichment

A total of 520 travel advisors from Virtuoso member travel agencies in the United States and Canada (including yours truly) provided survey responses in October 2013.

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