More travellers are requesting cold-weather destinations to escape rising temperatures and avoid crowds, luxury agency consortium Virtuoso claims.
The shift is largely driven by climate change, with 64% of the global network’s agents reporting that clients are altering their plans due to its effects – up 18 points from last year.
Sixty-nine percent of advisors say clients are opting for shoulder season or off-peak travel, 79% say they now favour destinations with more moderate weather and 14% are looking to minimise their carbon footprint with offsetting initiatives.
Antarctica has risen in popularity due to expanding cruise options and pristine landscapes, claiming the third spot among the destinations to watch, behind Thailand and Croatia.
Norway also ranks in the top five, re-emphasising a trend towards northern European countries.
While luxury travellers are willing to spend more, they are also mindful of rising costs and want to ensure their investment enhances their travels, according to nee research by the global travel agency network.
More than half of Virtuoso advisors surveyed anticipate a slight rise in travel demand next year, with a quarter expecting a “significant” increase.
Additionally, 57% predict a “modest uptick” in spending per trip, while 22% believe pricing will remain steady.
Meanwhile, UK travellers’ increasing preference for exclusive-use options has seen this become the top travel trend for 2025.
Luxury holidaymakers are also finding new inspiration in documentaries, books, films and recommendations from friends and family.
“TikTok remains a powerful influence, delivering rapid-fire clips of destinations previously overlooked,” according to Virtuoso.
” Yet nothing rivals the expertise of travel advisors, who report their clients are now reaching out to ask, ‘Where to next?’ rather than naming a specific destination.”