A recent survey of travel advisors around the world highlights the leading trends expected to shape luxury travel in 2017. Responses from nearly 800 advisors in the Virtuoso travel network point to a growing desire among affluent travelers to visit destinations that are fragile, rapidly changing, or culturally unique. This shift aligns with the United Nations’ designation of 2017 as the International Year of Sustainable Tourism, reflecting broader interest in responsible travel and visits to developing regions.
According to the survey, luxury travelers are especially eager to explore places such as Iceland, Cuba, the Great Barrier Reef, and the polar regions of the Arctic and Antarctica. These destinations attract attention for different reasons: some are valued for their dramatic and changing landscapes, others for distinctive cultural experiences and the opportunity to witness environments at risk. The study found that discovering new places and seeking authentic experiences ranked highest among travelers’ motivations, even above rest and relaxation or personal enrichment.
Other trends shaping high-end travel include planning trips much further in advance—often two years or more—so travelers can secure ideal itineraries and exclusive experiences. There is also a stronger demand for customizable, tailored trips that reflect individual interests and preferences rather than one-size-fits-all packages. Additionally, luxury families are branching out to nontraditional destinations like Japan, which offers a blend of unique culture, high-end hospitality, and family-friendly attractions.
Overall, the findings suggest luxury travelers in 2017 will prioritize meaningful, responsible, and personalized experiences. They are drawn to places that offer a sense of discovery and authenticity while also being mindful of sustainability and cultural sensitivity. Travel advisors and operators responding to this demand are focusing on creating bespoke journeys that balance rare experiences with careful stewardship of the destinations themselves.