Virtuoso, the global network of luxury travel agencies, has released its 2016 Virtuoso Luxe Report, an annual survey that highlights emerging luxury travel trends and destinations. Based on input from the network’s top advisors, the report identifies what high-end travelers are planning and what experiences are expected to shape the coming year.
The Virtuoso advisors pinpointed five defining travel experiences for 2016:
- Visiting undiscovered or distinctive places, including destinations like Cuba and Bhutan;
- Creating meaningful, memorable trips, particularly multi‑generational or milestone celebrations;
- Checking a long-awaited bucket-list trip off the list rather than postponing it;
- Pushing personal boundaries with more adventurous or immersive travel choices;
- Exploring high-quality travel options closer to home.
Among the emerging destinations, Cuba led the list for 2016, while Italy ranked highest as a family travel destination. Adventure travelers showed strong interest in South Africa, and advisors also pointed to less conventional options such as Mongolia and Iran as places gaining attention.
Key trends and rankings from the 2016 Luxe Report include the following categories and top picks:
Top Travel Trends
- Multigenerational travel
- River cruising
- Active or adventure trips
- Luxury cruises
- Celebration travel
Top Emerging Destinations
- Cuba
- Iceland
- Croatia
- Myanmar
- Antarctica
Top Global Destinations
- Italy
- France
- South Africa
- Mexico
- Australia
Top U.S. Destinations
- New York City
- Maui
- Napa Valley/Sonoma
- Las Vegas
- Miami
Top Adventure Destinations
- South Africa
- Costa Rica
- Galapagos Islands
- New Zealand
- Peru
Top Honeymoon Destinations
- Italy
- Maui
- French Polynesia
- Maldives
- Mexico
Top Family Travel Destinations
- Italy
- Mexico
- Hawai’i
- Orlando
- England
Top Travel Motivations
- Exploring new destinations
- Seeking authentic experiences
- Rest and relaxation
- Personal enrichment
- Spending time or reconnecting with loved ones
The Virtuoso Luxe Report highlights a clear shift toward meaningful travel: travelers are choosing immersive experiences, prioritizing family and celebration trips, and exploring both iconic and newly accessible destinations. Advisors report growing demand for curated, high‑quality experiences—whether that means embarking on a river cruise, organizing a multigenerational vacation, or traveling farther afield for adventure.
For luxury travelers and advisors alike, 2016 appears to be a year of purposeful exploration: seeking both comfort and challenge, choosing destinations that offer unique cultural encounters, and placing a premium on memorable, often multi‑generational, shared experiences.