luxury travel trends 2024

5 Travel Trends That Will Be Huge in 2024, According to Luxury Travel Advisors

From scientific journeys to wellness in the wild, here are the travel trends to look for in the coming year.

According to new data released in August at Virtuoso Travel Week (the luxury travel industry’s Fashion Week), overall sales and bookings for 2023 are outpacing 2022, which also outpaced 2019 before the pandemic. And early bookings for 2024 show no sign of slowing down, according to Misty Belles, Virtuoso’s vice president of global public relations. New hotels, new resorts, and lots of new cruise and expedition ships are coming online with creative new offerings for luxury travelers looking to make their journeys evermore unique and meaningful.

In this travel bull market, Belles spies several dominant themes: “All of that ‘We Time’ pandemic togetherness and multigenerational revenge travel has led to a rise in ‘Me Time’ and an uptick in solo getaways,” she says. And the binge TV “that became our de facto pandemic escape route,” she says, “has now led to binge travel, with an increase in the number of trips people are taking, the size and scope of those trips, and locations inspired by beloved programs.”

From We Time to Me Time and Binge TV to Binge Travel, here are the five biggest luxury travel trends for 2024, according to Virtuoso and its network of travel advisors and hospitality partners.

Travel Trends for 2024

Trending destinations: scandinavian summer, florence in fall, and japan above all.

Sometimes classics are forever: Virtuoso research shows that travelers continue to head abroad in record numbers to Paris, London, and Florence, but that the impact of climate change is driving temperatures up so much that next year’s planning is looking to move those destinations later in the season: September and even October.

Properties like La Réserve Hotel and Spa in Paris, The Beaumont in London’s Mayfair, and Villa San Michele, a Belmond Hotel, in Florence, are examples of alluring stays for the shoulder season.

Meanwhile, all eyes are on the cooler corners of Europe—the Alps and Scandinavia—for summer 2024, says Paul Tumpowski, founder and CEO of Skylark , a Virtuoso agency. “We have seen an interest in cities like Copenhagen and the surrounding areas, and Sweden has always been a great summer destination,” he says. Meanwhile, “the product in the Alps keeps getting better and better for longer parts of the year. Summer activities in the Swiss Alps are really fantastic: lots of outdoor activities, hiking, biking, and so on. And although it may not be lunch seaside on the Amalfi Coast, the food in this area of the world is fantastic all year round. You have heard of a wine cellar, but what about the cheese cellar at The Chedi Andermatt ?”

And finally, Japan. After travelers clamored to get back to Italy in 2022 and 2023, “Japan is now the destination darling thanks to previously cancelled trips and new intrigue around the Japanese art, culture, and food scene,” says Misty Belles. From exploring gardens in Kyoto and beyond to tea tourism on Kyushu , Japan is the gold ring for 2024 travelers.

Culinary Travel Is Bigger Than Ever—and 2024 Is All About Wine and Spirits

Will travel for food? In 2024, more than ever: 70% of Virtuoso advisors have seen an increase in culinary travel and 20% of clients book trips with food and wine as the focus.

“If you ask any traveler to name one of their favorite memories from a past trip, some sort of reference to food or drink is often number one,” says John Skelton, luxury travel designer at John Skelton Travels , a Virtuoso Agency.

“I think people will continue to seek distinctly experiential moments revolving around gastronomy, such as going into a local’s home to share a home-cooked meal, dining with a duchess in her stately home, or a special picnic immersed in the vines while the owner describes the wine,” he says, adding that culinary-focused travel will be “less and less about white tablecloths and awards on a restaurant wall and more about connecting with people and the culture and traditions of the destination.”

And more, he says, about distilleries and spirits. “I definitely think they are having a moment,” Skelton says. “This past spring, I had two clients plan their entire trip to Belgium around the husband’s passion for beer. The same two clients are traveling to Scotland for the holidays with mandatory stops at whisky distilleries as well as other exclusive curated experiences such as a private tasting at the Scottish Malt Whisky Society.”

The U.K. has never been a more alluring destination for spirits lovers: In the Scottish Highlands, the Fife Arms, already a design-lover’s pilgrimage , launched Whisky Afternoon Tea this spring and is set to debut its own limited-edition, 14-year-old single malt Scotch whisky.

On Ireland’s Wild Atlantic Way, Dromoland Castle partnered with local whiskey bonder (blender) JJ Corry whiskey bonding or horseback riding and tasting with CEO Louise McGuane. In France, Champagne obsessives can bliss out on the newly renovated Coquelicot, a luxury barge by Belmond, which has returned to waterways this fall in partnership with the esteemed Maison Ruinart to offer exclusive access to its Taissy vineyard and a technical tasting of iconic Maison Ruinart cuvées, among other sparkling experiences during the barge’s weeklong journey.

As for emerging culinary destinations for 2024, Skelton likes Portugal—a destination that’s been on the rise—and Slovenia, which is “still quite the hidden gem that has surprised and delighted many clients of mine lately,” he says. “I even had one client email me in the middle of her trip saying, ‘You were right.’”

Taking It Private: Jets and Yachts

Before the pandemic, traveling private might have been a splurge—now, after social distancing sent luxury travelers into private options, there seems to be no turning back. According to Virtuoso research high-net-worth travelers are going from one private experience to another, which ties villas , jets, and yachts together in a dreamy chain.

When flying, private aviation is surging for domestic and shorter international flights, and more travelers are trading up to first class to longer haul flights. Meanwhile, luxury tour operators like Virtuoso partner Lakani World Tours are ramping up ambitious far-flung tours by private jet for 2024, including itineraries in Europe and Africa.

But the biggest shift heading into 2024 may be at sea: Virtuoso’s 2023 yacht bookings are up 79% over 2019, especially in yacht-forward destinations of Croatia, Greece, San Tropez, and the Caribbean. Consider it a gateway drug for those “new to cruise,” and luxury hospitality powerhouses like Aman and Ritz Carlton are there to help them aboard (Four Seasons will also launch a yacht collection in 2025).

The Age of Exploration Returns with Science-Focused Expedition Cruising

If anyone thought, during the pandemic, that cruising would never bounce back, they bet wrong. Luxury cruise bookings are soaring (up 44% over 2022 and 106% over 2019 sales levels) and as new ships and itineraries come online to meet the demand rising like the tide, Virtuoso advisers are spying a trend-within-a-trend for 2024: science-focused expedition cruises.

“Well-traveled clients are in search of the unique and immersive,” says Beth Hill, owner of Mangata Travel, a Virtuoso Agency. “Unlike traditional cruises, expedition cruising transports clients to remote and less-explored destinations,” and better yet, increasingly in the company of serious scientists. (For example, Ponant’s recently launched, ice-breaking Le Commandant Charcot was purpose-built with an entire section for 20 scientists to work and live aboard each polar expedition .)

Expedition cruising “allows clients to be hands-on,” Hill says. “From rock studies to conversation efforts, clients learn from the experts and can participate alongside them. Nothing beats education within the natural setting.”

Further, Hill adds, the latest generation of expedition ships are luxurious and comfortable—not the research vessels of years gone by. “Think gourmet dining, spa amenities, boot warmers, and personal butlers,” she says. “A relaxing dinner followed by a lecture on polar bears— it doesn’t get any better .”

Wellness Surges Beyond the Spa: Wild Swimming, Meditation Hiking, and More

Much like culinary travel is less about white tablecloths and more about cultural connection, wellness journeys are leaving the spa and heading into the wild. For Cassandra Marcella Metzger, founder and travel designer, Premier Wellness Travel, a Virtuoso Agency, it makes perfect sense. “The biggest changes emerging out of the pandemic have been a desire for privacy, nature, and mental health,” she says.

A prime example: The Ranch Malibu , California’s esteemed wellness destination, has partnered with Italy’s Palazzo Fiuggi for retreats that include a daily four-hour mountain hike (check out Oprah’s recent foray ).

Meanwhile, forest bathing, a meditative form of hiking among trees that predates the pandemic, has become increasingly popular at wellness-forward European destinations like Oetker Collection’s Brenners Park-Hotel & Spa in Baden Baden and at the Waldhotel Health & Wellbeing resort on Switzerland’s Lake Lucerne.

But clearly the up-and-comer in wilderness wellness for 2024, Metzger says, is wild swimming. “I’ve been loving it,” she says, touting a “wild plunge pool” the Bracken Hide Hotel on Scotland’s Isle of Skye and post-sauna winter sea plunges at Stockholm’s Hotel J .

In the U.S., wild swimming is a centerpiece at Shou Sugi Ban House in the Hamptons, where the property has a partnership with Patricia Garcia-Gomez, a “winter water” specialist, who leads sessions focused on listening, sensing, and connecting which follows a cup of hot tea with a “walking-into-water” ritual on the beach. For those looking for a longer (and warmer) retreat in the spring, Garcia-Gomez’s RewildRestore offers captivating, sea-centric retreats in the Cyclades .

Royal Scotsman, A Belmond Train was ahead of the wild swim trend: It’s already been offering its guests a wild swim in the bracing waters of Drumintoul Loch. New this year, though, the luxury train is taking thing up a serious notch with a three-night Highland Survival Adventure journey led by former Royal Marines Sergeant George MacHardy and seasoned survivalist, Eliza Brown. After two days of exploring and training, guests get to rappel down a cascading waterfall to a wild swim session at the base.

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The Biggest Luxury Travel Trends to Look Out For in 2024

• December 20, 2023

As a spectacular year of travel post-Covid comes to an end, and we look ahead to planning new adventures and bucket-list trips, we have gathered together the top trends for 2024.

From the growth of expedition cruises, to ‘cool-cationing’ and digital detoxes – plus innovation in wellness pushing boundaries even further – the industry never stands still.

These are the five hottest topics we can expect to see over the next twelve months, when it comes to how travelers explore our ever-changing world…

EXPEDITION CRUISES 

And there are stats to back it up – according to the Virtuoso Luxe Report 2024, ‘small-vessel cruising is on the rise, with upscale voyagers favoring river cruises for the wide-ranging itineraries and proximity to major cities.’

Where to go : The Peruvian Amazon, the Mekong river through Cambodia and Vietnam, or the Galapagos Islands, on board one of the five ships in Aqua Expeditions ’ fleet. Each carry 16 to 40 guests, with bespoke 1:1 service, and take guests along incredible routes that are only accessible by boat.

Tim Williamson of Responsible Travel says they’ve seen a 34 per cent increase in inquiries for rewilding holidays in 2023, compared to pre-pandemic. “We’ve also seen a 20 per cent increase in enquiries for wildlife holidays in Europe, suggesting the desire to connect with nature and wildlife is spreading to holidays closer to home – not just long-haul safaris,” he adds.

Where to go : In the Cotswolds, head gardener at Whatley Manor Hotel & Spa , Lucy Bowles-Lewis, makes attracting wildlife and ensuring minimal environmental impact her priority. Further afield, at the Fairmont Maldives, Sirru Fen Fushi , underwater art installation the ‘Coralarium’ doubles as a sanctuary for ocean life to thrive, while a full-time marine biologist monitors the rehabilitation of the Shungimbili coral reef at the exclusive-use Thanda Island , in a marine reserve off the coast of Tanzania.

TRADITIONAL TECH

Many adults would undoubtedly prefer society to return to a time before constant connectivity, and backlash against the hyper-connectivity that smartphones has given us looks set to continue…

Where to go : Take inspiration from the surroundings of the Turkish Riviera at Yazz Collective , Fethiye. The chic boutique hotel, which is only accessible by boat, encourages guests to ditch their phone screen and join in with art workshops instead, led on the beach by resident artists.

COOL-CATIONING

Where to go : Como Alpina Dolomites in Italy’s South Tyrol has awe-inspiring natural surroundings, a little-known local cuisine that combines Italy with the Alps, and enjoyable sunshine unlikely to result in heatstroke - perfect for the temperate traveler.

BEYOND THE SPA

Where to go : Newport Beach , is one of the best places in the world for year-round sightings of whales, offering visitors the chance to experience ‘wild wellness’. Spending time on the ocean can give travelers a sense of calm and wellbeing known as ‘blue health’, and encountering whales and dolphins in the wild is a powerful experience – and can even help relieve stress.

Top image credit: Thanda Island

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The biggest travel trends for 2024

By Sarah Allard

If 2022 was all about a return to travel, then 2023 was the year we went further than ever before. Travellers took to the skies, rails, roads and seas to tick off major bucket-list moments, with Arctic adventures, luxury yacht cruises and even the first tourist trip into space .

In 2024, travellers will be putting what’s important to them front and centre of their plans, valuing deeper experiences that leave a positive impact, time spent with loved ones and wellness moments that last well after checkout. We’ll be choosing destinations carefully, slowing it down to enjoy the silence and the stars, indulging in our love of food in new and interesting places, and immersing ourselves in wellness practices that help us live longer.

These are the 20 travel trends likely to guide how we see the world in 2024.

Astro tourism

1. Astro tourism

What’s the trend? Astronomy, of course, is a field of study that has been around since the dawn of civilisation, and the act of gazing up at the stars has long been a source of soul-soothing wonder. Today, the more society falls deeper into an ever-expanding virtual world, the more we feel a need to broaden our horizons in the real universe. Astro tourism, or star bathing, is the act of travelling with the aim of catching sight of astronomical phenomena – disappearing to lands devoid of any pollution, crowds and traffic, where we can focus solely on the skies above and while away hours gazing at the stars, planets and constellations overhead.

Why will it matter in 2024? Increasingly, wellness-centric hotels and spas are creating the space for guests to gaze upwards, watching for comets, spying constellations and identifying patterns in the glittering expanse. In the UK, Port Lympne has opened the Lookout Bubble, a glass dome allowing guests to sprawl out on king-sized beds and study the stars. Further east on the Arabian Gulf, Zulal Wellness Resort is surrounded by the expanse of the Qatari desert – the ultimate destination for pollution-free astromancy, with dedicated workshops and stargazing sessions for families and children looking to learn more about the cosmos. Safari company Desert & Delta organises trips for travellers looking to soak up the stars across Botswana and Namibia, where guests can sleep in tents at remote locations such as the Makgadikgadi Pans, one of the world’s largest salt flats, and spend nights with uninterrupted star vistas. Similarly, Tswalu is a South African safari camp with star beds set on a sleep-out deck in the Korannaberg mountains. And 2024 happens to be a big year, astronomy-wise, from mind-boggling eclipses to spectacular meteor showers – plus, scientists are predicting the best displays of the northern lights in 20 years, according to the Guardian , as we approach the next solar maximum (the sun’s peak of its 11-year activity cycle). Olivia Morelli

2. Eco diving

What’s the trend? A rise in divers choosing their travel destinations based on the sustainability of the scuba centres, and having a more positive, regenerative impact on the ocean once there.

Why will it matter in 2024? In 2022, UK marine ecology charity The Reef-World Foundation found that 95 per cent of divers wanted to book with sustainable operators, but struggled to do so. In response to this, the Professional Association of Diving Instructors (Padi) launched its Eco Center accreditation on World Earth Day (22 April) 2023, with the United Nations Environment Program and Reef-World itself. The steps required to earn this green status are so rigorous – including sharing evidence of conservation activities and a real reduction in environmental footprint – that Padi advised operators to allow at least 12 months to hit the criteria, taking us to… Earth Day 2024. After an initial figure of just 11 worldwide, there are now 100, and Padi has set a goal to reach 660 by 2030 – a 10th of its membership. “South East Asia currently has the highest density (more than 20), along with the Caribbean ,” says Julie Andersen of Padi. So what does this mean for divers and their trips? “The type of conservation work done and reported on depends on the Eco Center,” Andersen explains. “Those in the Caribbean offer coral replanting programmes, key for regenerating coastlines. In Baja, Mexico , they’ve developed citizen science courses, collecting data for whale conservation.” There are also a number of new Padi courses being launched for any diver to take anywhere, including the Global Shark and Ray Census in August 2024, as well as the relaunch of the Coral Reef Conservation Specialty course before December. Becky Lucas

3. Home swapping

What’s the trend? Increasingly, discerning travellers are looking to stay away for longer stretches, while the rise of remote jobs post-pandemic means that working and living abroad has never been more appealing. The catch? Forking out on hefty accommodation fees while you’re at it. Enter home swapping: the perfect solution to guarantee yourself a (free) home abroad while you offer up your own in exchange – for weeks or even months at a time.

Why will it matter in 2024? As the cost of holidaying continues to climb, home swapping is an affordable alternative to splashing out on expensive hotels or Airbnbs. And while the concepts of couch surfing and house exchanges have existed for decades, several slick new platforms are redefining what home swapping looks like today. Twin City, which operates in cities as far-flung as Lisbon and Los Angeles , has curated a community of 1,100 plus carefully vetted users in just eight months. For an annual subscription fee of £150, members can find Twins to connect with through the platform, and are encouraged to exchange local recommendations for their city as well as their homes, enabling members to feel as if they’re swapping with a trusted friend rather than a stranger. Meanwhile, Kindred, a home-swapping platform where members rack ​​up credits for each night that they exchange homes, raised $15 million in funding this year to expand operations across the USA and Europe, and currently has 10,000 plus homes in more than 50 cities. Members simply pay a cleaning and service fee for each stay, while the cost of the stay itself is free. Or skip out on membership fees entirely and head straight to TikTok, where Gen Z appears to be spearheading the home-swapping movement on social media. Inspired by cult film The Holiday , trending tags #houseswap and #homeswap have garnered more than 23 and 20 million views respectively, with users utilising the platform as a means to advertise their homes, discover like-minded peers to swap with and document their adventures along the way. Gina Jackson

4. Train stations are the new food destinations

What’s the trend? Train stations around the world are usually passed through as quickly as possible, having not been designed for commuters to stay and hang out. Nowadays, as travel delays increase and visitors want more local experiences, it pays for train stations to welcome travellers with shops, restaurants and bars for them to explore. In an effort to create a more dynamic visitor experience, historic train stations are being revamped, with bespoke food and drink offerings as an integral part of the redesign.

Why will it matter in 2024? As train stations are renovated to accommodate more travellers and update old infrastructure, local restaurants and bars are being added to attract more customers. In 2023, the new Moynihan Train Hall in New York City became home to The Irish Exit, a bar from the team behind the acclaimed Dead Rabbit, and Yono Sushi by trendy BondST, plus outposts of beloved NYC restaurants Pastrami Queen and Jacob’s Pickles, with Mexican hotspot La Esquina coming soon.  Platform 1 a new bar and restaurant that opened in November underneath Glasgow Central Station . The cave-like space, with its historic brick arches, serves street-food-style dishes and craft brews made in the on-site microbrewery, plus there’s an outdoor beer garden. As part of its renovation, Toronto’s Union Station launched Union Market in May 2023 with favourite local food retailers Manotas Organics, Chocolatta Brigadeiro’s, Patties Express and Kibo. Meanwhile, in Somerset, Castle Cary station is in the process of a revamp, with nearby hotel The Newt creating a creamery, cafe and co-working space, which is set to open in 2024. Also on tap for the next few years is the completed renovation of 30th Street Station in Philadelphia, with plans for a 20 per cent increase in concession space that will focus on local purveyors. Devorah Lev-Tov

5. Sports tourism

What’s the trend? No longer the domain of lads on tour keen to sink as many pints as possible with one eye on a football game, sports tourism has evolved in the past few years with a new generation – and type – of sports fan emerging thanks to glossy TV documentaries ( Formula 1: Drive to Survive , we’re looking at you). Now, we’re taking our fandom out of the house and following a host of different sports in destinations across the world, planning holidays that hinge around seeing games, races and other activities in exotic locales, and extending trips on either side to see the sights too.

Why will it matter in 2024? A little event known as the Olympic and Paralympic Games anchors the 2024 sports calendar. It kicks off in Paris in late July and runs until early September , during which time more than a million tourists are expected to check in across the French capital. The games have inspired city-wide projects such as the €1.4-billion clean-up of the Seine, which , all going well, will allow public swimming in the river for the first time in a century. Elsewhere, the Tour de France starts in Italy for the first time in 2024, with competitors speeding off in Florence before heading to Rimini on the Adriatic coast and then north to the Apennines through Emilia-Romagna. New bike routes in the area have been released by tour operators such as Ride International Tours and Ride Holidays for cycling enthusiasts keen to join in the fun. Sarah James

6. Coolcationing

What’s the trend? For the vast majority of folk, summer holidays used to be about following the sun, seeking the heat – watching the mercury climb and hitting the sands. With the intense, record-breaking temperatures of recent years, however, many are considering travelling in the opposite direction: booking "coolcations" in temperate destinations, which also benefit from being less crowded.

Why will it matter in 2024? Rising temperatures caused by the climate crisis have resulted in the hottest recorded summer in the UK – just over 40℃ in July 2022 – while 2023, with a sweltering summer in much of Mediterranean Europe, North America and China – is on track to be the hottest year ever. Little wonder that many travellers are thinking again before booking literal hotspots such as the South of France and Sicily in July or August. A survey for luxe travel network Virtuoso found that 82 per cent of its clients are considering destinations with more moderate weather in 2024. Destinations such as Iceland, Finland and Scotland, according to Intrepid Travel, along with Latvia, which is surging in popularity. “We’re seeing an increase in those holidaying further north,” says Andrea Godfrey of Regent Holidays. “Scandinavia and the Baltics are both getting noticed more: they offer a more pared-back style of holiday but have some lovely beaches, and forests and lakes for both relaxation and adventure activities.” Cooler temperatures are particularly well suited to family travel too. “We’re getting far more enquiries from families for destinations that offer summer sun but also respite from the high temperatures being experienced in beach resorts across the Med,” says Liddy Pleasants, founder of family specialist Stubborn Mule Travel. “Kayaking in Norway, with its midnight sun, for instance, and cycling or hiking in Slovenia, which is also very good value.” Time to ditch the SPF50… Rick Jordan

Gig tripping

7. Gig tripping

What’s the trend? For years, athletes and wellness gurus were the big headliners at retreats. But rock stars are, well, the new rock stars of travel. Call it the Swift Effect. Destination concert business is up more than 50 per cent, led mostly by Taylor Swift, says Janel Carnero, a travel advisor at Embark Beyond. In the USA, tickets for Swift’s Eras Tour cost thousands and were still impossible to score. Music fans are realising they can pay less and have a more memorable experience by seeing their favourite pop icons perform in say, Amsterdam or Milan . Tours from performers such as Pearl Jam, U2, Doja Cat and Madonna will anchor trip itineraries, while music festivals (Glastonbury sold out in less than an hour) will be major catalysts for travel.

Why will it matter in 2024? New music festivals, including Untold in Romania's Cluj-Napoca, are introducing travellers to undiscovered destinations, says Alexandrea Padilha of Fischer Travel. And it’s no longer just about the music, says Carnero. “It’s the social aspect of sharing experiences with friends,” she adds. Hotels and travel companies have taken note and are creating the equivalent of backstage VIP experiences for guests. Global adventure collective Eleven has recently introduced Music with Eleven. The programme’s dedicated team of music-industry insiders (including Chris Funk, guitarist from the Decemberists) custom design itineraries that might include sitting in on a recording session at Flóki Studios, just outside the Arctic Circle at Deplar Farm in Iceland. And Rhythm & Sails hosts musicians on its catamarans. The company’s music director, Anders Beck of the jam band Greensky Bluegrass, curates the line-up of artists who perform sessions onboard and in ports as you island hop around the Caribbean . Jen Murphy

8. Resorts will help you biohack your health span

What’s the trend? Longevity is the latest wellness buzzword thanks to best-selling books such as  Outlive  and the hit Netflix documentary  Live to 100: Secrets of the Blue Zones . Between 2021 and 2022, venture-capital investment in longevity clinics more than doubled from $27 million to $57 million globally, according to analysis from longevity research and media company Longevity.Technology. Now, the science of extending life and optimising health has become the focus at hotels. Blue Zones retreats are the new boot camps and even sybaritic resorts are offering the latest biohacks. Poolside vitamin IV anyone?

Why will it matter in 2024? Since the pandemic, feeling good trumps looking good. “People have become aware of the critical importance of developing a more proactive, preventive approach to health on all levels,” says Karina Stewart, co-founder of Kamalaya, a wellness retreat in Koh Samui, Thailand . This means a new willingness to go beyond diet and exercise and embrace sci-fi-sounding bio-regenerative treatments such as ozone therapy and hyperbaric oxygen chambers, both on offer at Kamalaya's new Longevity House. Luxury hotel brands are embracing the trend too. Six Senses Ibiza recently teamed up with biotech company RoseBar to offer guests full diagnostic testing. Maybourne Hotel Group is collaborating with wellness tech pioneer Virtusan to help guests boost performance. And Four Seasons Resort Maui at Wailea administers treatments such as stem cells and NAD+ (aka the fountain of youth) through its partnership with Next Health longevity centre. At 1 Hotel Hanalei Bay in Kauai, guests are welcomed with a B12 shot instead of bubbles and the resort’s new wellness-specific rooms come with recovery-boosting mod cons including infrared light mats. If the trend continues, the secret to longevity may be as easy as taking more holidays. Jen Murphy

9. Peak season gets the cold shoulder

What's the trend? There’s been a dramatic recent increase in shoulder season travel to Europe’s most popular destinations (particularly France , Spain , the UK and Italy ), which is set to continue in 2024. Luxury travel specialists Original Travel has launched new shoulder season itineraries to locations traditionally in demand during the summer – including the crystalline seascapes of Sardinia and Corsica – after seeing 14 per cent more bookings for September 2023 than for August 2023. Pegi Amarteifio of Small Luxury Hotels of the World shares similar insights. “Comparing phone reservations in 2023 against 2019, we’ve seen a 33 per cent increase for March to May and a 58 per cent increase for September to November , a pattern reflected across our other booking channels too.”

Why will it matter in 2024? A combination of social, economic and environmental factors is driving this trend into 2024. The cost of living crisis means a heightened focus on value. For 62 per cent of respondents to Booking.com’s 2024 travel trends survey, this is a limiting factor for 2024 travel planning, so much so that 47 per cent of respondents are even willing to take children out of school for cheaper off-peak travel. Shoulder season travel is also becoming more attractive due to rising temperatures, and more feasible due to flexible working. Layered on top of these practical considerations is an emotional motivation too: travellers are craving authenticity more than ever, seeking a tranquil, local feel when abroad, rather than Where’s Wally beach scenes. Toyo Odetunde

10. Private group travel

What’s the trend? The post-pandemic desire to gather friends or family and embark on a shared holiday experience shows no sign of abating – in fact, it’s on the increase in luxury travel, as people appreciate the benefits and savour the moment, from 3G family groups to 50-something empty-nesters keen to rekindle life-long friendships. Just don’t take Succession ’s family outing to Tuscany as a role model.

Why will it matter in 2024? “While some predicted group travel would peak post-pandemic, we’ve seen it have a lasting, positive impact with private group bookings continuing to be a dominant trend,” says Tom Marchant of Black Tomato, for whom group travel now accounts for 30 per cent of bookings. The company has just launched its See You in the Moment series to cater for the demand: it uses a mood board of over 35 experiences themed around key flash points, from The Meal (a backcountry feast served on the North Rim of the Grand Canyon, for example) to The Challenge (rafting down the Apurímac in Peru, perhaps), all designed to create lasting memories. For Scott Williams, meanwhile, multi-generational travellers are thinking big: why take one house when you can take a whole estate, such as Meli on Paxos in the Greek Islands, which sleeps 17? Other groups are taking to the water, with Red Savannah reporting an increase in bookings for Turkish gulets, Egyptian dahabiyas and Indonesian phinisis. Scott Dunn have seen an increase in bookings amongst groups of friends, with 30 per cent of respondents in a recent survey saying they were planning trips for 2024 that included ski trips to France, adventure travel in South and Central America, and beach breaks on Antigua and Barbados. Empty-nesters are also a growing force, with groups of couples in their 50s to 70s hiring villas in the shoulder season for cultural weeks away, and all-female groups – mainly aged between 50 and 65 – who are proactive in wanting to renew long-term friendships. “We had one repeat group that included several cancer survivors,” says Sarah-Leigh Shenton at Red Savannah. “A hammam afternoon in Turkey was a deeply bonding experience and they’ve since travelled to Jordan and Sicily together.” Rick Jordan

11. AI aims to be your sidekick

What's the trend? Early last year, after OpenAI’s ChatGPT broke the record as the fastest-ever growing consumer app, travellers started playing around with AI chatbots to get inspiration on where they could go. More recently, major travel booking platforms have started to integrate AI chatbots into the booking experience. But if 2023 was the year of AI chatbots wanting to plan your trips , 2024 will be all about how AI aspires to be your travel sidekick. A wave of new AI-powered features and products aims to support travellers on the ground – all while raising concerns around the potential negative impacts as AI becomes more widely integrated with our travels.

Why will it matter in 2024? AI will start to make more real-time interventions in our travels in 2024. One practical example is live translation , which Samsung plans to launch on its 2024 Galaxy devices. Imagine calling somewhere you want to visit to get information without worrying about whether staff speak the same language as you. Another example is greater AI personalisation in popular apps you already use. Uber’s CEO Dara Khosrowshahi has recently touted the company's increasing use of personalised AI algorithms , which will learn about your habits and make suggestions based on what you’re doing. For the true early adopters, real-time travel interventions could also mean ditching your screen entirely and clipping a screenless personal translator and travel assistant to your chest. This is the unusual idea behind the new talking and projecting AI Pin from Humane , a start-up backed by investors including OpenAI’s Sam Altman, that promises to function a bit like the universal translator from Star Trek . Will anyone want to actually wear the pin or will it go the way of previously hyped devices such as Google Glass? It certainly raises a host of ethical questions about privacy and data protection. Yet the more that AI products successfully help in addressing on-the-go problems, the more travellers will come to rely on them too. JD Shadel

12. Skip-gen travel

What’s the trend? Skip-gen travel describes when grandparents holiday with grandchildren, in other words, "skipping" a generation. “In the past few months, I've had around twice as many enquiries as usual for grandchild/grandchild bookings,” says Clio Wood, founder of family retreat company &Breathe . “There’s been a rising trend of grandparents taking their grandchildren away,” agrees Ollie Summers, Head of Sales at bespoke operator Scott Dunn . “Often to places that have a sentimental meaning to them.”

Why will it matter in 2024? Several travel agencies have created itineraries to cater specifically for this demand in 2024. “Skip-gen safaris are emerging as a micro-trend from the UK, reflecting a niche traveller group now well established in the US luxury market,” says Liane Goldring of Mahlatini Luxury Travel . “The grandparents are usually in their 70s and still active enough to fully embrace a fully guided safari adventure.” Original Travel, meanwhile, has relaunched its Bonding Holidays Collection , featuring trips focussed on discovering something new together, such as its 14-day Family Ranching itinerary in the American West. Some of this growth can be attributed to big-ticket lockdown promises coming to fruition. Now, amid the UK’s cost of living crisis, parents are also keen to make the most of the time and childcare support of their typically baby boomer, more comfortably retired parents. Plus, the global ratio of living grandparents to grandchildren is higher than ever, thanks to a combined increase in life expectancy and drop in the number of children per person. We’re even said to be living in the "the age of the grandparent". Don’t expect this trend – or your grandparents – to slow down anytime soon. Becky Lucas

Glamorous train travel

13. Train travel gets glam

What’s the trend? Rising climate consciousness has fuelled a rail travel revival, the luxury train niche is reaching new heights of popularity, extravagance and ambition. Travel booking platforms are reporting growing demand for luxury rail trips , where the journey is, yes, the destination. In fact, new design-forward train lines increasingly rival the finest hotels for the culinary experiences and bells and whistles on offer.

Why will it matter in 2024? A new wave of rail lines and itineraries launching in 2024 puts an emphasis on deeper immersion into the culture and landscapes of the destinations, which are more and more off the beaten track. Responding to growing demand for luxury train travel among its user base, specialist platform Railbookers plans to launch arguably the most geographically extensive and expensive luxury train itinerary around. With prices per person starting at $113,599, the 80-day Around the World by Luxury Train voyage will cross four continents and 13 countries. Beginning in August , the slow journey will string together existing luxury rail trips including Canada’s Rocky Mountaineer from Vancouver to Jasper and India’s Maharajas Express from Delhi to Mumbai. In Asia, the previously paused Eastern & Oriental Express is making a grand comeback starting in February, with carriages getting an upscale revamp and its legendary route being retraced through Malaysia's landscapes. Meanwhile, Japan is a hot destination for its scenic train journeys such as the exclusive Train Suite Shiki-shima , which quickly closed applications for its 2024 trips due to demand. And in Europe, six new train lines will commence or terminate in Rome under Accor's La Dolce Vita umbrella, with suites designed by starchitects Dimorestudio, building on the cultural legacy of the famous Orient Express . JD Shadel

14. Restaurateur-owned hotels

What’s the trend? Restaurants and hotels are the two linchpins of the hospitality industry. And naturally, the two are often intertwined on one premises. Until recently, though, most hotels weren’t started or owned by restaurateurs. Yet as food-focused travel keeps increasing, with people hankering for the next hot reservation and planning entire trips around discovering a culture through its food, it makes sense that restaurateurs are adding hotelier to their CVs – and ensuring their new properties have impressive food offerings. We’d be remiss not to mention Nobu, which began as a restaurant in 1994 and in 2013 launched its global hotel brand, as a harbinger of the trend.

Why will it matter in 2024? Just as design brands (RH, West Elm) have opened hotels in recent years, now restaurateurs are getting in on the action. In the USA, restaurateur and 12-time James Beard award nominee Sam Fox has just launched the Global Ambassador in Phoenix, Arizona, with five restaurants. Santa Barbara’s Good Lion Hospitality is relaunching Petit Soleil , a Californian wine country boutique hotel, with a new bar and restaurant slated for next spring. The Lafayette Hotel & Club was debuted last summer in San Diego by Arsalun Tafazoli, founder of a local hospitality group that operates 16 bars and restaurants. The hotel has five restaurants and bars, with two more opening by the end of the year. In Dallas, Harwood International, which owns a dozen or so restaurants in the area, opened Hôtel Swexan in June. In the St Gallen region of Switzerland two hotels were recently added to beloved restaurants: the revamped Mammertsberg  and  Gasthaus Traube . In Slovenia, AS Hotel is a new place to stay launched Sebastjan Raspopović, son of chef Svetozar Raspopović-Pope of renowned restaurant Gostilna AS in Lublijana. Aside from a restaurant by Raspopović-Pope, the hotel has an eatery by Michelin-lauded chef Ana Roš. Finally,  R48 , and its lauded Chef’s Table, was opened in Tel Aviv last spring by R2M Hospitality Group, which also runs restaurants CoffeeBar and Herzl 16. Devorah Lev-Tov

15. Silent travel

What’s the trend? In an age of overstimulation, silence might be just what we need from our travels in 2024. Offering a chance to restore and reset, silent travel represents a more mindful kind of trip, one that doesn’t leave you needing a holiday to recover from your holiday. Silent meditation retreats are an increasingly popular wellness trend, but silent travel also encompasses secluded nature resorts, sleep retreats , quiet hotels , silent walking tours and even silent disco and concert experiences.

Why will it matter in 2024? Saturated with stress and screen time, many of us are looking for ways to disconnect. The silent walking trend that recently took TikTok by storm reflects a growing impulse to escape the noise of our tech-fuelled lives and embrace the quiet, with promising implications for wellbeing. One 2015 study suggests silence may help to stimulate brain development, while another found that two minutes of silence during or after relaxing music increased the music's calming effects. With the Global Wellness Institute forecasting a 21 per cent increase in wellness tourism in the next two years, what better counter to the chaos of our always-on lives than silence? Silent travel is also part of a move towards more sustainable tourism. Quiet Parks International , for example, offers unique nature experiences in dedicated quiet spaces, reducing noise pollution for the surrounding wildlife. Silent travel opportunities abound in 2024. Kick off the year with a silent retreat in Portugal (with Innate ) or Italy (with Mandali ). More adventurous silent-seekers can trek the peaceful Japanese Kumano Kodo trail, or explore Finland’s Arctic landscape with a Silence & Nature Tour . For a tailor-made silent experience, Black Tomato’s Blink camp offers luxury accommodation in the world’s most remote settings, while its Get Lost programme promises to help you find yourself by getting lost in a far-flung location. Tasha Kleeman

16. Urban gardens

What’s the trend? Never mind the biophilic office and those pot plants you forget to water: whole cities are going green as architects and planners create leafy microclimates amid the grey concrete to help keep us cooler, connect communities and even feed us.

Why will it matter in 2024? Having trees and gardens in our cities is a pretty good idea. King Nebuchadnezzar certainly thought so, which is why his Hanging Gardens of Babylon made it into travel’s first-ever bucket list – the Seven Wonders of the Ancient World – back in the 2nd century BC. Nowadays planting trees creates much-needed shade, stores carbon and increases biodiversity, but it also makes our cityscapes so much nicer. While Valencia, an early adopter of urban greening with its 12km-long Turia Garden in 1986, is the 2024 European Green Capital, France is busy planting trees like there’s no tomorrow: go to Paris for the 2024 Olympics and you’ll spot budding new forests growing in Place du Colonel-Fabien, Place de Catalogne and in the Charonne district, while Bordeaux’s Grandeur Nature project includes urban cooling islands, micro-forests and rain gardens. All of which will doubtless be discussed at the ISHS Green Cities 2024 symposium, hosted by RHS Garden Wisley in Surrey, England, in September. Meanwhile, on Cyprus – an island that experienced temperatures of 44℃ in 2023 – the new Salina Park opens in time for summer shade in the seaside city of Larnaca. In Brazil, Rio’s Hortas Cariocas is a groundbreaking achievement that will be completed by the end of 2024: the largest urban vegetable garden in the world, connecting 56 community gardens across favelas and schools. And in London, the £1-billion Google building in King’s Cross will show just what can be done with one structure. Designed by Thomas Heatherwick, the "landscraper" – only 11 storeys high but stretching out longer than the Shard is tall – is hoped to provide a blueprint for future urban projects: running along the rooftop is a multi-level garden, with wildflowers, lawns and decked seating areas, set with more than 55,000 plants and 250 trees. Can you dig it? Rick Jordan

17. Back-of-house tours

What’s the trend? Greener hotels giving us a look behind the scenes to show us – not just tell us – they're sustainable. We don't mean a look-see at solar panels or composting, but heart-lifting experiential tours that help us appreciate why it matters to support socio-economic uplift through tourism. In South America, Blue Apple Beach invites visitors to get up close and personal with the community work it does in Colombia through its impact fund. Founder Portia Hart wanted more than token-gesture carbon offsetting, where locals themselves could decide how money was spent. In Africa, guests of the Bushcamp Company contribute to initiatives through the Luangwa Conservation and Community Fund. A popular excursion in Zambia is visiting the boreholes that are installed with outreach funds. Each pump provides fresh drinking water to hundreds of people a day, and visitors who spend time with those gathered get a very tangible insight into how such provisions funded by hospitality can literally change lives in regions most affected by a warming planet.

Why will it matter in 2024? Transparency is on the up as the European Union's Corporate Sustainability Reporting Directive comes into force and greenwashing is coming close to being officially outlawed. A year of droughts, floods and heatwaves also reminds us we need to make better-informed choices in our travel planning – and all the better if we can also get a crash course in the science and sociology of positive impact. Experiences that go beyond explaining responsible practices, but demonstrate a deep respect for communities on the climate-change frontlines and help make their challenges relatable to visitors are especially helpful. Juliet Kinsman

18. Wild feasting

What’s the trend? Have you ever noticed how food always tastes better outdoors? But in today’s modern world many of us are more used to eating a sandwich while staring at a screen. Wild feasting describes the trend for beautifully curated culinary experiences in natural environments with the incorporation of hyper-local and foraged ingredients. In Sweden, for example, you can tap into a network of do-it-yourself outdoor restaurants where you book a table in a scenic location, search for nettles, birch leaves, lingonberries and trumpet chanterelles, and then cook them on an open fire according to a recipe card provided by a Michelin-grade chef.

Why will it matter in 2024? A greater range of wild feasting opportunities will give urbanites a chance to properly connect over food. Leading the way is Noah Ellis, founder of the UK's Nomadic Dinners. “Since launching in 2018, we experienced compounded year-on-year growth for our feasting and foraging experiences,” he says. In 2024 he will be hosting a new series of fire feasts, including one set among the bluebells. Also tapping into the zeitgeist is TikTok star Alexis Nikole Nelson (aka the Black Forager) who will publish a book about wild food in 2024. And don’t forget, 2024 is the last year you will be able to eat at Copenhagen ’s legendary, foraging-focused restaurant Noma before it turns into a test kitchen and closes to the public. Another innovator is Holmen Lofoten’s Kitchen On The Edge Of The World series in the Norwegian Arctic Circle, where guests can participate in four nights of wild feasts cooked by top chefs. In 2024, these will include Lennox Hastie, José Pizarro and Heidi Bjerkan. Ingunn Rasmussen, owner of Holmen Lofoten, says: “Now, as when we were little kids, gathering around a bonfire in the wilderness, sharing stories, feasting under the stars in these magical, remote surroundings is one of the absolute highlights, both for our guests and for us.” Jenny Southan

19. Plan-free travel

What's the trend? Saying no to endless scrolling to plan every inch of a trip, and saying yes to spontaneity instead. The power of the algorithm-spawned era of Fomo travel is waning, with those once secret spots made Insta-famous becoming tired and cookie-cutter, and the drive to plan a trip around them losing momentum. The rising counter movement is travel with no plans at all.

Why will it matter in 2024? The plan-free appeal is going one step further in 2024. Booking.com recently reported that 50 per cent of UK travellers want to book a surprise trip in 2024, where everything, even the destination, is unknown until arrival. And it’s possible to do it via travel companies such as Black Tomato, whose Get Lost service offers customers the ability to simply select a preferred environment – polar, jungle, desert, mountain or coastal – and leave its team decide everything else. “While we launched Get Lost several years ago, post-pandemic we’ve seen a notable and rising uptick in bookings and enquiries,” says Black Tomato co-founder Tom Marchant. Journee offers a similar surprise element, with travellers only finding out where they’re going at the airport. The service, which includes a full itinerary and access to a team via Whatsapp, is particularly popular with solo female travellers, while overall demand has grown so much that the London -based brand recently launched trips in the USA. Lauren Burvill

20. Frontier tourism

What’s the trend? To go above and beyond. Or below and under. As crossings of the tumultuous Drake Passage to Antarctica rack up millions of TikTok views and traffic jams form on Everest, canny travellers are seeking more individual, less obvious experiences that combine thrill-seeking with more meaningful self-empowerment.

Why will it matter in 2024? One person’s frontier is another’s backyard, of course, so frontiers are entirely subjective here. For some, this could mean being the first to camp under the stars in a remote landscape, or hike an ancient pilgrimage trail that’s been off the map for centuries. It’s still possible to bag a rare place on a Kamba African Rainforest Experience in the Republic of the Congo, being one of just 12 people to explore a game park the size of Belgium. Black Tomato, meanwhile, is designing an intrepid new expedition to the remote Mitre Peninsula in Argentina, along with a trip in Peru navigating the Sacred Valley of the Incas by raft. “This sort of adventure goes beyond bragging rights and is more akin to self-empowerment and the gratification of pushing our own horizons,” says Black Tomato co-founder Tom Marchant. The Ultimate Travel Company is also heading to Peru, a country repositioning itself for luxury travellers, with stays at Puqio, its first tented exploration camp,, in the remote Colca Valley in the Southern Peruvian Andes. Wilderness camping is also pegging out fresh terrain in Kyrgyzstan, with yurt stays on the steppes trending for 2024, according to Wild Frontiers, as is Mongolia ; while Albania, Mongolia, Pakistan and the Empty Quarter of Oman are all on the radar for an increasing number of travellers. And while the space-age pods of White Desert have already sold out for New Year’s Eve 2024 and 2025, latter-day frontiersfolk can take the path less travelled and explore the frozen continent’s southern coast (99 per cent of visitors go from South America to the northwest) with The Ultimate Travel Company’s new Ross Sea cruises, seeing the Ross Ice Shelf and Transantarctic Mountains. Don’t forget to pack your penknife. Rick Jordan

Virtuoso Reveals the Hottest Travel Trends for 2024 

From wellness to yachting, the luxury travel network shares the top trends from its global survey.

By Irenie Forshaw

Travelers have been making up for lost time this year, returning in their droves to far-flung locations across the globe. And, if Virtuoso’s Luxe Report on travel trends is anything to go by, this appetite for adventure will only grow in 2024.

The luxury travel network surveyed a group of industry-leading travel agency members across more than 50 countries to gain an insight into the preferences and desires shaping the high-end travel sphere for the year ahead.

It’s been a turbulent time for travel and, as the pandemic gradually fades from our minds, there has been a dramatic shift from binge-watching TV in our pajamas to planning that bucket list trip.

For those with the funds to travel, there’s a clear desire to tick off those once-in-a-lifetime experiences that only recently felt completely out of reach. Here, we break down the findings from Virtuoso’s survey on travel trends for 2024 to give you some inspiration when planning your next vacation.

[See also: Elite Traveler’s Top Suites in the World]

Destination

First, let’s get straight down to where affluent travelers want to go. Whether retreating to a Tuscan wine estate or one of Amalfi’s historic palazzos , Italy takes first place across the board when it comes to top destinations for 2024. For US and UK travelers, it’s closely followed by France and Greece. No surprises there.

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When it comes to ‘re-emerging destinations’ by region, Japan – one of the last countries to open its borders – scoops the top spot, with Egypt, Sri Lanka, Morocco and Antarctica also on the rise ( cruises to the White Continent have seen a dramatic uptick).

“Experienced travelers are diverging from the usual European options and branching out to exotic locales driven by the desire to visit a place dreamed of during the pandemic or even the ambition of being the ‘first’ to a destination,” explains Misty Belles, vice president for global public relations at Virtuoso .

“The cultural richness of these re-emerging hotspots offers unique and exciting itineraries for those seeking a departure from the norm and provides a story to tell friends around dinner tables on their return.”

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Virtuoso also revealed the cities wealthy travelers hope to visit next year. Paris – host of the 2024 Olympics – came in first, with Dubai, New York , London and Florence also in high demand.

A whopping 94% of travelers are incorporating wellness into their travels, with 47% willing to pay $5,000 – $10,000 for this self-care element per trip.

While traditional spa treatments and outdoor nature-focused retreats are among the most in-demand experiences, wealthy travelers are also showing an increased interest in sleep programs, creative and performance art, and sustainable wellness.

When it comes to the top wellness destinations, Mexico , the US and Europe are the most popular spots. Virtuoso also highlighted Thailand, Bali, Fiji, Iceland and Africa as destinations where self-care is very much on the rise.

Food and Wine

It will come as little surprise that food and wine are a major draw when it comes to vacation planning, with 70% of Virtuoso advisors reporting an increase in culinary travel.

Visiting a brewery or distillery and sampling street food take the top spots for favored culinary experiences, with more travelers hoping to fully immerse themselves in cultures through food.

Italy, France and Mexico are the most popular foodie destinations, with Portugal, Copenhagen , Croatia and Colombia emerging as culinary hotspots.

Exclusive Use

The pandemic has spurred a notable shift to exclusive-use experiences. From swapping first-class flights for private aviation to opting for luxury villas instead of five-star hotels, high-net-worth travelers are seeking hassle-free, custom trips away from prying eyes.

“People were inconvenienced to such a degree during the pandemic that they’re now looking for ways to minimize stress, annoyances and remove anything that potentially interrupts their plans,” says Belles.

Yachting has seen a dramatic rise in demand; Virtuoso’s report reveals 2023 bookings were up 79% over 2019. The Caribbean, Croatia, Greece,and San Tropez are among the most sought-after spots The luxury travel network also found an increase in demand for intimate, small-vessel cruises . Popular routes include the Danube River, the Mekong River and the Nile.

Sustainability

High-net-worth travelers are demonstrating a growing awareness of the environmental impact of their trips. Virtuoso’s Luxe Report revealed that 29% of UK travelers are looking to minimize their carbon footprint with carbon offsetting initiatives, while 82% are selecting destinations with more moderate weather conditions.

When it comes to giving back, affluent travelers are most likely to support animal wildlife conservation, local communities, land conservation projects and staying at eco-lodges.

Belles highlights Greece, Morocco and Hawaii as places that have been top of mind for travelers who want to support those recently impacted by disaster. “We’ve seen clients taking action to support the economy of such destinations, including making donations to local relief efforts, supporting local businesses, attending vetted fundraising events and engaging in volunteering,” she explains.

To combat over-tourism and avoid the crowds, the report also found travelers are visiting destinations at off-peak times and embracing the ‘slow season’.

virtuoso.com

[See also: Elite Traveler Reveals Top Jets in the World Database for 2024]

Irenie Forshaw

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The Biggest Travel Trends to Expect in 2024

By Condé Nast Traveller and Sarah Allard

All products featured on Condé Nast Traveler are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

If 2022 travel trends were all about a return to travel, then 2023 was the year we went further than ever before . Travelers took to the skies, rails, roads, and seas to cross off goals on their bucket lists with Arctic adventures, luxury yacht cruises , and even the first tourist trip into space.

In 2024, travelers will be putting what’s important to them front and center of their plans, valuing deeper experiences that leave a positive impact, time spent with loved ones, and wellness moments that last well after checkout. We’ll be choosing destinations carefully, slowing it down to enjoy the silence and the stars, indulging in our love of food in new and interesting places, and immersing ourselves in wellness practices that help us live longer.

These are the 20 travel trends likely to guide how we see the world in 2024.

A version of this article originally appeared in Condé Nast Traveller UK .

1. Astro tourism

What’s the trend? Astronomy, of course, is a field of study that has been around since the dawn of civilization, and the act of gazing up at the stars has long been a source of soul-soothing wonder. Today, the more society falls deeper into an ever-expanding virtual world, the more we feel a need to broaden our horizons in the real universe. Astro tourism is the act of traveling with the aim of catching sight of astronomical phenomena—disappearing to lands devoid of any pollution, crowds, and traffic, where we can focus solely on the skies above and while away hours gazing at the stars, planets, and constellations overhead.

Why will it matter in 2024? Increasingly, wellness-centric hotels and spas are creating the space for guests to gaze upwards, watching for comets, spying constellations, and identifying patterns in the glittering expanse. In the UK, Port Lympne has opened the Lookout Bubble, a glass dome allowing guests to sprawl out on king-sized beds and study the stars. Further east on the Arabian Gulf, Zulal Wellness Resort is surrounded by the expanse of the Qatari desert—the ultimate destination for pollution-free astromancy, with dedicated workshops and stargazing sessions for families and children looking to learn more about the cosmos.

Safari company Desert & Delta organizes trips for travelers looking to soak up the stars across Botswana and Namibia, where guests can sleep in tents at remote locations such as the Makgadikgadi Pans, one of the world’s largest salt flats, and spend nights with uninterrupted star vistas. Similarly, Tswalu is a South African safari camp with star beds set on a sleep-out deck in the Korannaberg mountains. And 2024 happens to be a big year for the skies, from mind-boggling eclipses to spectacular meteor showers.

Plus, scientists are predicting the best displays of the Northern Lights in 20 years, according to the Guardian , as we approach the next solar maximum (the sun’s peak of its 11-year activity cycle). — Olivia Morelli

2. Eco diving

What’s the trend? A rise in divers choosing their travel destinations based on the sustainability of the scuba centers , and having a more positive and regenerative impact on the ocean once there.

Why will it matter in 2024? In 2022, UK marine ecology charity The Reef-World Foundation found that 95% of divers wanted to book with sustainable operators, but struggled to do so. In response to this, the Professional Association of Diving Instructors (a.k.a. Padi) launched its Eco Center accreditation on World Earth Day in 2023, with the United Nations Environment Program and Reef-World itself. The steps required to earn this green status are so rigorous, including sharing evidence of conservation activities and a real reduction in environmental footprint, that Padi advised operators to allow at least 12 months to hit the criteria—taking us to Earth Day 2024.

After an initial figure of just 11 worldwide, there are now 100 accredited operators, and Padi has set a goal to reach 660 by 2030—a tenth of its membership. “South East Asia currently has the highest density (more than 20), along with the Caribbean ,” says Julie Andersen of Padi. So what does this mean for divers and their trips? “The type of conservation work done and reported on depends on the Eco Center,” Andersen explains. “Those in the Caribbean offer coral replanting programs, key for regenerating coastlines. In Baja, Mexico , they’ve developed citizen science courses, collecting data for whale conservation.”

There are also a number of new Padi courses being launched for any diver to take anywhere, including the Global Shark and Ray Census in August 2024, as well as the relaunch of the Coral Reef Conservation Specialty course before December. — Becky Lucas

3. Home swapping

What’s the trend? Increasingly, discerning travelers are looking to stay away for longer stretches, while the rise of remote jobs means that working and living abroad has never been more appealing. The catch? Forking out on hefty accommodation fees while you’re at it. Enter home swapping: the perfect solution to guarantee yourself a (free) home abroad while you offer up your own in exchange for weeks or even months at a time.

Sarah James

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Kimberly Wilson

Rachel Chang

Why will it matter in 2024? As the cost of traveling continues to climb, home swapping is an affordable alternative to splashing out on expensive hotels or Airbnbs. And while the concepts of couch surfing and house exchanges have existed for decades, several slick new platforms are redefining what home swapping looks like today.

Twin City , which operates in cities like as Lisbon and Los Angeles , has curated a community of over 1,100 carefully vetted users in just eight months. For an annual subscription fee of about $189, members can find Twins to connect with through the platform, and are encouraged to exchange local recommendations for their city as well as their homes, enabling members to feel as if they’re swapping with a trusted friend rather than a stranger.

Meanwhile, Kindred , a home-swapping platform where members rack ​​up credits for each night that they exchange homes, raised $15 million in funding this year to expand operations across the US and Europe, and currently has more then 10,000 homes in over 50 cities. Members simply pay a cleaning and service fee for each stay, while the cost of the stay itself is free.

Travelers can skip out on membership fees entirely and head straight to TikTok, where Gen Z appears to be spearheading the home-swapping movement on social media. Inspired by the film The Holiday , trending tags #houseswap and #homeswap have garnered more than 23 and 20 million views respectively, with users utilizing the platform as a means to advertise their homes, discover like-minded peers to swap with, and document their adventures along the way. — Gina Jackson

4. Train stations are the new food destinations

What’s the trend? Train stations around the world are usually passed through as quickly as possible, having not been designed for commuters to stay and hang out. Nowadays, as travel delays increase and visitors want more local experiences, it pays for train stations to welcome travelers with shops, restaurants, and bars for them to explore. In an effort to create a more dynamic visitor experience, historic train stations are being revamped, with bespoke food and drink offerings as an integral part of the redesign.

Why will it matter in 2024? As train stations are renovated to accommodate more travelers and update old infrastructure, local restaurants and bars are being added to attract more customers. In 2023, the new Moynihan Train Hall in New York City became home to The Irish Exit, a bar from the team behind the acclaimed Dead Rabbit, and Yono Sushi by trendy BondST, plus outposts of beloved NYC restaurants Pastrami Queen and Jacob’s Pickles, with Mexican hotspot La Esquina coming soon. As part of its renovation, Toronto’s Union Station launched Union Market in May 2023 with favorite local food retailers Manotas Organics, Chocolatta Brigadeiro’s, Patties Express, and Kibo.

In the UK, Platform 1 , a new bar and restaurant, opened in November underneath Glasgow Central Station . The cave-like space, with its historic brick arches, serves street-food-style dishes and craft brews made in the on-site microbrewery, plus there’s an outdoor beer garden. Meanwhile, in Somerset, Castle Cary station is in the process of a revamp, with nearby hotel The Newt creating a creamery, cafe, and co-working space, which is set to open in 2024.

Also on tap for the next few years is the completed renovation of 30th Street Station in Philadelphia, with plans for a 20% increase in concession space that will focus on local purveyors. — Devorah Lev-Tov

5. Sports tourism

What’s the trend? Sports tourism has evolved in the past few years with a new generation of sports fan emerging, thanks to glossy TV documentaries ( Formula 1: Drive to Survive , we’re looking at you). Now, we’re taking our fandom out of the house and following a host of different sports in destinations across the world, planning trips that hinge around seeing games, races, and other activities in exotic locales, and extending trips on either side to see the sights too.

Why will it matter in 2024? A little event known as the Olympic and Paralympic Games anchors the 2024 sports calendar. It kicks off in Paris in late July and runs until early September , during which time more than a million tourists are expected to check in across the French capital. The games have inspired city-wide projects such as the €1.4-billion clean-up of the Seine, which, should all go well, will allow public swimming in the river for the first time in a century.

Elsewhere, the Tour de France starts in Italy for the first time, with competitors speeding off in Florence before heading to Rimini on the Adriatic coast and then north to the Apennines through Emilia-Romagna. New bike routes in the area have been released by tour operators such as Ride International Tours and Ride Holidays for cycling enthusiasts keen to join in the fun. — Sarah James

6. Coolcationing

What’s the trend? For the vast majority of folks, summer holidays used to be about following the sun, seeking the heat—watching the mercury climb and hitting the sands. With the intense, record-breaking temperatures of recent years, however, many are considering traveling in the opposite direction: booking "coolcations" in temperate destinations, which also benefit from being less crowded.

Why will it matter in 2024? It's official: 2023 is the hottest year on record . Little wonder that many travelers are thinking twice before booking literal hotspots like the South of France and Sicily, prone to heatwaves , in July or August. A survey for luxe travel network Virtuoso found that 82% of its clients are considering destinations with more moderate weather in 2024: destinations such as Iceland , Finland , and Scotland , according to Intrepid Travel , along with Latvia, which is surging in popularity. “We’re seeing an increase in those holidaying further north,” says Andrea Godfrey of Regent Holidays . “Scandinavia and the Baltics are both getting noticed more: They offer a more pared-back style of holiday but have some lovely beaches, forests, and lakes for both relaxation and adventure activities.”

Cooler temperatures are particularly well suited to family travel too. “We’re getting far more inquiries from families for destinations that offer summer sun, but also respite from the high temperatures being experienced in beach resorts across the Med,” says Liddy Pleasants, founder of family specialist Stubborn Mule Travel . “Kayaking in Norway, with its midnight sun, for instance, and cycling or hiking in Slovenia, which is also very good value.” — Rick Jordan

7. Gig tripping

What’s the trend? For years, athletes and wellness gurus were the big headliners at retreats. But rock stars are, well, the new rock stars of travel. Call it the Taylor Swift Effect. Destination concert business is up more than 50%, led mostly by Taylor Swift, says Janel Carnero, a travel advisor at Embark Beyond . In the US, tickets for Swift’s Eras Tour cost thousands and were still impossible to score. Music fans are realizing they can pay less and have a more memorable experience by seeing their favorite pop icons perform in say, Amsterdam or Milan . (Remember when everyone went to see Beyoncé early in Stockholm ?) Tours from performers such as Pearl Jam, U2, Doja Cat, and Madonna will anchor trip itineraries, while music festivals—Glastonbury sold out in less than an hour—will be major catalysts for travel.

Why will it matter in 2024? New music festivals, including Untold in Romania's Cluj-Napoca, are introducing travelers to less-popular destinations, says Alexandrea Padilha of Fischer Travel . And it’s no longer just about the music, says Carnero. “It’s the social aspect of sharing experiences with friends,” she adds.

Hotels and travel companies have taken note and are creating the equivalent of backstage VIP experiences for guests. Global adventure collective Eleven has recently introduced Music with Eleven. The program’s dedicated team of music-industry insiders (including Chris Funk, guitarist from the Decemberists) design custom itineraries that might include sitting in on a recording session at Flóki Studios, just outside the Arctic Circle at Deplar Farm in Iceland. And Rhythm & Sails  hosts musicians on its catamarans. The company’s music director, Anders Beck of the jam band Greensky Bluegrass, curates the line-up of artists who perform sessions onboard and in ports as you island hop around the Caribbean . — Jen Murphy

8. Resorts will help you biohack your health span

What’s the trend? Longevity is the latest wellness buzzword thanks to best-selling books such as  Outlive  and the hit Netflix documentary  Live to 100: Secrets of the Blue Zones . Between 2021 and 2022, venture-capital investment in longevity clinics more than doubled from $27 million to $57 million globally, according to analysis from longevity research and media company Longevity.Technology. Now, the science of extending life and optimizing health has become the focus at hotels. Blue Zones retreats are the new boot camps, and even sybaritic resorts are offering the latest biohacks. Poolside vitamin IV, anyone?

Why will it matter in 2024? Since the pandemic, feeling good trumps looking good. “People have become aware of the critical importance of developing a more proactive, preventive approach to health on all levels,” says Karina Stewart, co-founder of Kamalaya , a wellness retreat in Koh Samui, Thailand . This means a new willingness to go beyond diet and exercise and embrace sci-fi-sounding bio-regenerative treatments such as ozone therapy and hyperbaric oxygen chambers, both on offer at Kamalaya's new Longevity House.

Luxury hotel brands are embracing the trend too. Six Senses Ibiza recently teamed up with biotech company RoseBar to offer guests full diagnostic testing. Maybourne Hotel Group is collaborating with wellness tech pioneer Virtusan to help guests boost performance. And Four Seasons Resort Maui at Wailea administers treatments such as stem cells and NAD+ (a.k.a. the fountain of youth) through its partnership with Next Health . At 1 Hotel Hanalei Bay in Kauai, guests are welcomed with a B12 shot and the resort’s new wellness-specific rooms come with recovery-boosting mod cons including infrared light mats. If the trend continues, the secret to longevity may be as easy as taking more holidays. — Jen Murphy

9. Peak season gets the cold shoulder

What's the trend? There’s been a dramatic recent increase in shoulder season travel to Europe’s most popular destinations (particularly France , Spain , the UK , and Italy ), which is set to continue in 2024. Luxury travel specialists Original Travel has launched new shoulder season itineraries to locations traditionally in demand during the summer—including the crystalline seascapes of Sardinia and Corsica—after seeing 14% more bookings for September 2023 than for August 2023. Pegi Amarteifio of Small Luxury Hotels of the World shares similar insights: “Comparing phone reservations in 2023 against 2019, we’ve seen a 33% increase for March to May and a 58% increase for September to November, a pattern reflected across our other booking channels too.”

Why will it matter in 2024? A combination of social, economic, and environmental factors is driving this trend into 2024. The cost of living crisis means a heightened focus on value. For 62% of respondents to Booking.com’s 2024 travel trends survey, this is a limiting factor for 2024 travel planning, so much so that 47% of respondents are even willing to take children out of school for cheaper off-peak travel. Shoulder season travel is also becoming more attractive due to rising temperatures, and more feasible due to flexible working. Layered on top of these practical considerations is an emotional motivation too: Travelers are craving authenticity more than ever, seeking a tranquil and local feel when abroad, rather than beaches that resemble a Where's Waldo? scene. — Toyo Odetunde

10. Private group travel

What’s the trend? The post-pandemic desire to gather friends or family and embark on a shared holiday experience shows no sign of abating. In fact, it’s on the increase in luxury travel, as people appreciate the benefits and savor the moment, from three-generation family groups to 50-something empty-nesters keen to rekindle life-long friendships. Just don’t take Succession ’s family outing to Tuscany as a role model.

Why will it matter in 2024? “While some predicted group travel would peak post-pandemic, we’ve seen it have a lasting, positive impact with private group bookings continuing to be a dominant trend,” says Tom Marchant of Black Tomato , for whom group travel now accounts for 30% of bookings. The company has just launched its See You in the Moment series to cater for the demand. It uses a mood board of over 35 experiences themed around key flash points, from The Meal (a backcountry feast served on the North Rim of the Grand Canyon , for example) to The Challenge (rafting down the Apurímac in Peru , perhaps), all designed to create lasting memories. For Scott Williams , meanwhile, multi-generational travelers are thinking big: Why take one house when you can take a whole estate, such as Meli on Paxos in the Greek Islands, which sleeps 17?

Other groups are taking to the water, with Red Savannah reporting an increase in bookings for Turkish gulets, Egyptian dahabiyas, and Indonesian phinisis. Scott Dunn have seen an increase in bookings amongst groups of friends, with 30% of respondents in a recent survey saying they were planning trips for 2024 that included ski trips to France, adventure travel in South and Central America, and beach breaks on Antigua and Barbados.

Empty-nesters are also a growing force, with groups of couples in their 50s to 70s hiring villas in the shoulder season for cultural weeks away, and all-female groups—mainly aged between 50 and 65—who are proactive in wanting to renew long-term friendships. “We had one repeat group that included several cancer survivors,” says Sarah-Leigh Shenton at Red Savannah. “A hammam afternoon in Turkey was a deeply bonding experience and they’ve since traveled to Jordan and Sicily together.” — Rick Jordan

11. AI aims to be your sidekick

What's the trend? Early last year, after OpenAI’s ChatGPT broke the record as the fastest-ever growing consumer app, travelers started playing around with AI chatbots to get inspiration on where they could go. More recently, major travel booking platforms have started to integrate AI chatbots into the booking experience. But if 2023 was the year of AI chatbots wanting to plan your trips , 2024 will be all about how AI aspires to be your travel sidekick. A wave of new AI-powered features and products aims to support travelers on the ground, all while raising concerns around the potential negative impacts as AI becomes more widely integrated with our travels.

Why will it matter in 2024? AI will start to make more real-time interventions in our travels in 2024. One practical example is live translation , which Samsung plans to launch on its 2024 Galaxy devices. Imagine calling somewhere you want to visit to get information without worrying about whether staff speak the same language as you. Another example is greater AI personalization in popular apps you already use. Uber’s CEO Dara Khosrowshahi has recently touted the company's increasing use of personalized AI algorithms , which will learn about your habits and make suggestions based on what you’re doing.

For the true early adopters, real-time travel interventions could also mean ditching your screen entirely and clipping a screenless personal translator and travel assistant to your chest. This is the unusual idea behind the new talking and projecting AI Pin from Humane , a start-up backed by investors including OpenAI’s Sam Altman, that promises to function a bit like the universal translator from Star Trek . Will anyone want to actually wear the pin or will it go the way of previously hyped devices such as Google Glass? It certainly raises a host of ethical questions about privacy and data protection. Yet the more that AI products successfully help in addressing on-the-go problems, the more travelers will come to rely on them too. — JD Shadel

12. Skip-gen travel

What’s the trend? Skip-gen travel describes when grandparents holiday with grandchildren, in other words, “skipping” a generation. “In the past few months, I've had around twice as many enquiries as usual for grandchild/grandchild bookings,” says Clio Wood, founder of family retreat company &Breathe . “There’s been a rising trend of grandparents taking their grandchildren away,” agrees Ollie Summers, head of sales at luxury travel operator Scott Dunn . “Often to places that have a sentimental meaning to them.”

Why will it matter in 2024? Several travel agencies have created itineraries to cater specifically for this demand in 2024. “Skip-gen safaris are emerging as a micro-trend from the UK, reflecting a niche traveler group now well established in the US luxury market,” says Liane Goldring of Mahlatini Luxury Travel . “The grandparents are usually in their 70s and still active enough to fully embrace a fully guided safari adventure.” Original Travel, meanwhile, has relaunched its Bonding Holidays Collection , featuring trips focused on discovering something new together, such as its 14-day Family Ranching itinerary in the American West. Some of this growth can be attributed to big-ticket lockdown promises coming to fruition. Now, parents are also keen to make the most of the time and childcare support of their typically retired parents. Plus, the global ratio of living grandparents to grandchildren is higher than ever, thanks to a combined increase in life expectancy and drop in the number of children per person. We’re even said to be living in the “the age of the grandparent.” Don’t expect this trend—or your grandparents—to slow down anytime soon. — Becky Lucas

13. Train travel gets glam

What’s the trend? Rising climate consciousness has fueled a rail travel revival, and so the luxury train niche is reaching new heights of popularity, extravagance, and ambition. Travel booking platforms are reporting growing demand for luxury rail trips , where the journey is, yes, the destination. In fact, new design-forward train lines increasingly rival the finest hotels for the culinary experiences and bells and whistles on offer.

Why will it matter in 2024? A new wave of rail lines and itineraries launching in 2024 puts an emphasis on deeper immersion into the culture and landscapes of the destinations, which are more and more off the beaten track. Responding to growing demand for luxury train travel among its user base, specialist platform Railbookers plans to launch arguably the most geographically extensive and expensive luxury train itinerary around. With prices per person starting at $113,599, the 80-day Around the World by Luxury Train voyage will cross four continents and 13 countries. Beginning in August, the slow journey will string together existing luxury rail trips including Canada’s Rocky Mountaineer from Vancouver to Jasper, and India’s Maharajas Express from Delhi to Mumbai.

In Asia, the previously paused Eastern & Oriental Express is making a grand comeback starting in February, with carriages getting an upscale revamp and its legendary route being retraced through Malaysia's landscapes. Meanwhile, Japan is a hot destination for its scenic train journeys such as the exclusive Train Suite Shiki-shima, which quickly closed applications for its 2024 trips due to demand.

And in Europe, six new train lines will commence or terminate in Rome under Accor's La Dolce Vita umbrella, with suites designed by starchitects Dimorestudio, building on the cultural legacy of the famous Orient Express . — JD Shadel

14. Restaurateur-owned hotels

What’s the trend? Restaurants and hotels are the two keystones of the hospitality industry. And naturally, the two are often intertwined on one premises. Until recently, though, most hotels weren’t started or owned by restaurateurs. Yet as food-focused travel keeps increasing, with people hankering for the next hot reservation and planning entire trips around engaging with a culture through its food, it makes sense that restaurateurs are adding hotelier to their personal bios—and ensuring their new properties have impressive food offerings. We’d be remiss not to mention Nobu, which began as a restaurant in 1994 and in 2013 launched its global hotel brand , as a harbinger of the trend.

Why will it matter in 2024? Just as design brands (RH, West Elm) have opened hotels in recent years, now restaurateurs are getting in on the action. In the US, restaurateur and 12-time James Beard award nominee Sam Fox has just launched the Global Ambassador in Phoenix, Arizona, with five restaurants. Santa Barbara’s Good Lion Hospitality is relaunching Petit Soleil , a Californian wine country boutique hotel, with a new bar and restaurant slated for next spring. The Lafayette Hotel & Club was debuted last summer in San Diego by Arsalun Tafazoli, founder of a local hospitality group that operates 16 bars and restaurants. The hotel has five restaurants and bars, with two more opening by the end of the year. In Dallas, Harwood International, which owns a dozen or so restaurants in the area, opened Hôtel Swexan in June.

In the St. Gallen region of Switzerland, two hotels were recently added to beloved restaurants: the revamped Mammertsberg  and  Gasthaus Traube . In Slovenia, AS Hotel is a new place to stay launched by Sebastijan Raspopović, son of chef Svetozar Raspopović-Pope of renowned restaurant Gostilna AS in Lublijana. Aside from a restaurant by Raspopović-Pope, the hotel also has an eatery by Michelin-lauded chef Ana Roš. Finally,  R48 , and its lauded Chef’s Table, was opened in Tel Aviv last spring by R2M Hospitality Group, which also runs restaurants CoffeeBar and Herzl 16. — Devorah Lev-Tov

15. Silent travel

What’s the trend? In an age of overstimulation, silence might be just what we need from our travels in 2024. Offering a chance to restore and reset, silent travel represents a more mindful kind of trip, one that doesn’t leave you needing a holiday to recover from your holiday. Silent meditation retreats are an increasingly popular wellness trend, but silent travel also encompasses secluded nature resorts, sleep retreats , quiet hotels , silent walking tours and even silent disco and concert experiences.

Why will it matter in 2024? Saturated with stress and screen time, many of us are looking for ways to disconnect. The silent walking trend that recently took TikTok by storm reflects a growing impulse to escape the noise of our tech-fueled lives and embrace the quiet, with promising implications for wellbeing. One 2015 study suggests silence may help to stimulate brain development, while another found that two minutes of silence during or after relaxing music increased the music's calming effects. With the Global Wellness Institute forecasting a 21% increase in wellness tourism in the next two years, what better counter to the chaos of our always-on lives than silence? Silent travel is also part of a move towards more sustainable tourism. Quiet Parks International , for example, offers unique nature experiences in dedicated quiet spaces, reducing noise pollution for the surrounding wildlife.

Silent travel opportunities abound in 2024. Kick off the year with a silent retreat in Portugal (with Innate ) or Italy (with Mandali ). More adventurous silent-seekers can trek the peaceful Japanese Kumano Kodo trail, or explore Finland’s Arctic landscape with a Silence & Nature Tour . For a tailor-made silent experience, Black Tomato’s Blink camp offers luxury accommodation in the world’s most remote settings, while its Get Lost program promises to help you find yourself by getting lost in a far-flung location. — Tasha Kleeman

16. Urban gardens

What’s the trend? Never mind the biophilic office and those pot plants you forget to water: Whole cities are going green as architects and planners create leafy microclimates amid the grey concrete to help keep us cooler, connect communities and even feed us.

Why will it matter in 2024? Having trees and gardens in our cities is a pretty good idea. King Nebuchadnezzar certainly thought so, which is why his Hanging Gardens of Babylon made it into travel’s first-ever bucket list—the Seven Wonders of the Ancient World—back in the 2nd century BC. Nowadays, planting trees creates much-needed shade, stores carbon, and increases biodiversity, but it also makes our cityscapes so much nicer.

While Valencia, an early adopter of urban greening with its 12km-long Turia Garden in 1986, is the 2024 European Green Capital, France is busy planting trees like there’s no tomorrow. Go to Paris for the 2024 Olympics and you’ll spot budding new forests growing in Place du Colonel-Fabien, Place de Catalogne, and in the Charonne district, while Bordeaux ’s Grandeur Nature project includes urban cooling islands, micro-forests, and rain gardens.

Meanwhile, on Cyprus—an island that experienced temperatures of 111°F in 2023—the new Salina Park opens in time for summer shade in the seaside city of Larnaca. In Brazil , Rio’s Hortas Cariocas is a groundbreaking achievement that will be completed by the end of 2024: the largest urban vegetable garden in the world, connecting 56 community gardens across favelas and schools.

And in London , the £1-billion Google building in King’s Cross will show just what can be done with one structure. Designed by Thomas Heatherwick, the “landscraper”—only 11 stories high but stretching out longer than the Shard is tall—is hoped to provide a blueprint for future urban projects: running along the rooftop is a multi-level garden, with wildflowers, lawns and decked seating areas, set with more than 55,000 plants and 250 trees. Can you dig it? — Rick Jordan

17. Back-of-house tours

What’s the trend? Greener hotels giving us a look behind the scenes to show us—not just tell us— they're sustainable. Not just a look-see at solar panels or composting, but experiential tours that help us appreciate why it matters to support socio-economic uplift through tourism. In South America, Blue Apple Beach invites visitors to get up close and personal with the community work it does in Colombia through its impact fund. Founder Portia Hart wanted more than token-gesture carbon offsetting, where locals themselves could decide how money was spent. In Africa, guests of the Bushcamp Company contribute to initiatives through the Luangwa Conservation and Community Fund. A popular excursion in Zambia is visiting the boreholes that are installed with outreach funds. Each pump provides fresh drinking water to hundreds of people a day, and visitors who spend time with those gathered get a very tangible insight into how such provisions funded by hospitality can literally change lives in regions most affected by a warming planet.

Why will it matter in 2024? Transparency is on the up as the European Union's Corporate Sustainability Reporting Directive comes into force and greenwashing is coming close to being officially outlawed. A year of droughts, floods, and heatwaves also reminds us we need to make better-informed choices in our travel planning—and all the better if we can also get a crash course on the science and sociology of positive impact. Experiences that go beyond explaining responsible practices, but demonstrate a deep respect for communities on the climate-change frontlines and help make their challenges relatable to visitors are especially helpful. — Juliet Kinsman

18. Wild feasting

What’s the trend? Have you ever noticed how food always tastes better outdoors? But in today’s modern world, many of us are more used to eating a sandwich while staring at a screen. Wild feasting describes the trend for beautifully curated culinary experiences in natural environments with the incorporation of hyper-local and foraged ingredients. In Sweden , for example, you can tap into a network of do-it-yourself outdoor restaurants where you book a table in a scenic location, search for nettles, birch leaves, lingonberries, and trumpet chanterelles, and then cook them on an open fire according to a recipe card provided by a Michelin-grade chef.

Why will it matter in 2024? A greater range of wild feasting opportunities will give urbanites a chance to properly connect over food. Leading the way is Noah Ellis, founder of the UK's Nomadic Dinners . “Since launching in 2018, we experienced compounded year-on-year growth for our feasting and foraging experiences,” he says. In 2024, he will be hosting a new series of fire feasts, including one set among the bluebells. Also tapping into the zeitgeist is TikTok star Alexis Nikole Nelson (a.k.a. the Black Forager) who will publish a book about wild food in 2024. And don’t forget, 2024 is the last year you will be able to eat at Copenhagen ’s legendary, foraging-focused restaurant Noma before it turns into a test kitchen and closes to the public.

Another innovator is Holmen Lofoten’s Kitchen On The Edge Of The World series in the Norwegian Arctic Circle, where guests can participate in four nights of wild feasts cooked by top chefs. In 2024, these will include Lennox Hastie, José Pizarro, and Heidi Bjerkan. Ingunn Rasmussen, owner of Holmen Lofoten, says, “Now, as when we were little kids, gathering around a bonfire in the wilderness, sharing stories, and feasting under the stars in these magical, remote surroundings is one of the absolute highlights, both for our guests and for us.” — Jenny Southan

19. Plan-free travel

What's the trend? Saying no to endless scrolling to plan every inch of a trip, and saying yes to spontaneity instead. The power of the algorithm-spawned era of FOMO travel is waning, with those once secret spots made Insta-famous becoming tired and cookie-cutter, and the drive to plan a trip around them losing momentum. The rising counter movement is travel with no plans at all.

Why will it matter in 2024? The plan-free appeal is going one step further in 2024. Booking.com recently reported that 50% of UK travelers want to book a surprise trip in 2024, where everything, even the destination, is unknown until arrival. And it’s possible to do it via travel companies such as Black Tomato, whose Get Lost service offers customers the ability to simply select a preferred environment—polar, jungle, desert, mountain, or coastal—and leave its team to decide everything else. “While we launched Get Lost several years ago, post-pandemic we’ve seen a notable and rising uptick in bookings and enquiries,” says Black Tomato co-founder Tom Marchant.

Journee offers a similar surprise element, with travelers only finding out where they’re going at the airport. The service, which includes a full itinerary and access to a team via Whatsapp, is particularly popular with solo female travelers, while overall demand has grown so much that the London-based brand recently launched trips in the US. — Lauren Burvill

20. Frontier tourism

What’s the trend? To go above and beyond. Or below and under. As crossings of the tumultuous Drake Passage to Antarctica rack up millions of TikTok views and traffic jams form on Everest, canny travelers are seeking more individual, less obvious experiences that combine thrill-seeking with more meaningful self-empowerment.

Why will it matter in 2024? One person’s frontier is another’s backyard, of course, so frontiers are entirely subjective here. For some, this could mean being the first to camp under the stars in a remote landscape, or hike an ancient pilgrimage trail that’s been off the map for centuries. It’s still possible to bag a rare place on a Kamba African Rainforest Experience in the Republic of the Congo, being one of just 12 people to explore a game park the size of Belgium.

Black Tomato, meanwhile, is designing an intrepid new expedition to the remote Mitre Peninsula in Argentina, along with a trip in Peru navigating the Sacred Valley of the Incas by raft. “This sort of adventure goes beyond bragging rights and is more akin to self-empowerment and the gratification of pushing our own horizons,” says Black Tomato co-founder Tom Marchant. The Ultimate Travel Company is also heading to Peru, a country repositioning itself for luxury travelers, with stays at Puqio, its first tented exploration camp, in the remote Colca Valley in the Southern Peruvian Andes.

Wilderness camping is also pegging out fresh terrain in Kyrgyzstan, with yurt stays on the steppes trending for 2024, according to Wild Frontiers, as is Mongolia; while Albania, Mongolia, Pakistan and the Empty Quarter of Oman are all on the radar for an increasing number of travelers. And while the space-age pods of White Desert have already sold out for New Year’s Eve 2024 and 2025, latter-day frontiersfolk can take the path less traveled and explore the frozen continent’s southern coast (99 per cent of visitors go from South America to the northwest) with The Ultimate Travel Company’s new Ross Sea cruises, seeing the Ross Ice Shelf and Transantarctic Mountains. Don’t forget to pack your penknife. — Rick Jordan

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Luxury hotel trends to watch in 2024

It's harder than ever to open a new luxury hotel. Interest rates and construction costs are high, so even the projects that do move ahead take longer than expected to finish.

On one hand, that means fewer new hotels entering the space, so nightly rates are going even higher. But on the other, it puts major pressure on hotel owners to renovate and refresh existing hotels to provide something new to longtime guests. This often means new restaurants, outside-the-box experiences and revitalized guest rooms and suites.

The recent International Luxury Travel Market conference in Cannes, France, showed some of the leading trends in luxury hotels heading into 2024. Here are a few of our takeaways.

Beefed-up experiences

Luxury hotel brands, in general, don't add waves of new hotels in the best of business climates. But financing trends nowadays make it harder than ever to expand into new markets. When a brand can't add a slew of new properties, suddenly the existing hotels in its portfolio must shine brighter than ever before. This means providing returning guests with new experiences alongside lofty room and suite buildouts they haven't seen before.

The Peninsula New York, first opened in 1905, is undergoing a phased renovation in 2024 that will see new carpets and wall fixtures as well as a brighter Palm Court restaurant. The hotel's rooftop bar will get more of a loft vibe with an anticipated finish by September.

The guest roster at the Waldorf Astoria Maldives Ithaafushi relies on 65% repeat business — including its $90,000 per night private island that is a favorite of Beyonce and Jay-Z. Having such a high level of repeat guests means the resort has to constantly find new ways to keep things fresh, from the food served to the guests to the cocktails mixed in the bars.

"I find it extremely luxurious to be working for us because how do you please a billionaire? How do you please someone who has everything?" TJ Joulak, general manager of the Waldorf Astoria Maldives Ithaafushi, said. "You touch the heart. It's the experience."

The luxury juggernaut that is Marriott

All signs point to a major tailwind for luxury travel at Marriott International in the new year. The world's largest hotel company hosted a breakfast at ILTM showcasing all the metrics that give Marriott leadership confidence in their luxury travel sector heading into 2024. Further, signs point to a luxury hotel expansion around the world.

There is an anticipated 38% increase in global wealth by 2027 — reaching $629 trillion, according to data provided by Marriott's luxury group. Additionally, 30% of the world's wealth is expected to be in emerging economies in the same timeline. But demand for luxury hotels is outpacing supply: Demand is expected to grow by 11.4% by the end of 2025 compared to only a 4.5% increase in supply.

How's Marriott catering to new luxury travelers? The hotel company leadership team pointed to newer offerings like the Ritz-Carlton Yacht Collection , bringing brands like Ritz-Carlton Reserve and St. Regis and Edition to Saudi Arabia, and an expansion of the Luxury Collection hotels in markets like Nara, Japan; Tbilisi, Georgia; and Bali, Indonesia.

IHG's luxury liftoff continues

The big news at last year's ILTM was IHG's massive conversion of the Carlton Cannes from InterContinental affiliation to Regent Hotels & Resorts. While the Carlton Cannes, a Regent Hotel, opened earlier this year, it was the first time many in the international luxury travel press had a chance to see the property. The belle epoque architecture of the hotel shines brighter than ever on this stretch of the French Riviera. It's also a major bragging right for IHG's ongoing luxury and lifestyle expansion .

We've covered this extensively, but our eyes are keenly set on IHG this new year to see if it can build off its recent momentum with Six Senses and Regent and hold its command on luxury. A brand refresh for InterContinental was announced at the end of the year. Let's see how that plays out.

Luxury hotels take a while to get off the ground

If there's one thing guaranteed in the luxury hotel orbit, it's that planned opening dates are mere suggestions rather than firm timelines — especially in recent years. Raffles Boston and Raffles London at the OWO both faced significant timeline delays over the span of the pandemic.

The completion date of the ongoing overhaul of the Waldorf Astoria New York, closed since 2017 for renovation, is up for debate. (Hilton says the end of 2024, but sources also told the New York Post it might be 2025 .) Eight years still isn't that bad compared to The Peninsula London, which opened this year after a whopping 35 years in the making. Teams spent 25 years finding the right location in London's Belgravia neighborhood and then another decade from when the deal was signed.

Good things and opulence come to those who wait.

Geopolitical tension

ILTM wasn't entirely about the decadence and refinement that comes with a luxury hotel stay.

An opening night presentation from Tina Fordham , a geopolitical strategist and advisor for corporations and boards of directors, offered a bit of a wake-up call for the industry. She called for the industry to stop keeping its head in the sand regarding the reality of simmering tensions around the world moving to boiling points. This applies to areas like Ukraine, Israel and Gaza.

While Ukraine did not have as much of an impact on willingness to travel (Russian airspace may have closed, but European travel demand was still sky-high last summer), the tension in Israel and Gaza has, Fordham said.

"We're already seeing how the conflict in the Middle East has impacted, among other things, U.S. willingness to travel abroad in a way that the conflict in Ukraine did not," she added.

The upcoming election cycle in the U.S. and other countries worldwide, as well as a potential Chinese invasion of Taiwan, also threaten the geopolitical landscape. The travel sector should be mindful of that. Still, there is also an underlying message of all the uncertainty: Get out and visit your bucket list destinations sooner rather than later. The last few years have demonstrated how quickly things can change.

"I wonder how many [travelers] are thinking similarly about making sure you take advantage of the opportunity to go see things before there are more Brexits, before there are more conflicts and other factors that might curtail your freedom of movements," Fordham said.

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The Top 12 Travel Trends for Luxury Travellers In 2024

At one time, luxury travellers were happy to stay in a five star resort and rarely venture out. These days, luxury travel has changed dramatically and people are far more adventurous. People are more interested in experiencing local customs and food than before. However, the new challenge is to do so in a socially distanced and safe way.

The nature of luxury travel has definitely broadened in scope. This presents a challenge for those looking to appeal to this new generation of globetrotters. Here’s what the new luxury travelers are looking for and how luxury travel brands can appeal to them. 

Luxury Travellers and Travel Trends

The meaning of luxury is different for each person, but here are some key factors that are increasingly important to affluent travellers. These luxury travel trends will give you an insight into the mind of a modern day traveller. 

According to a report by ARC, the global luxury travel market should increase to $8460 million by 2024, compared to $5200 million in 2019. A survey by Resonance reveals that the wealthiest 5% take an average of 14.3 trips per year, half for business and half for pleasure.

So what are the new trends shaping luxury travel and high end tourism? And what elements of luxury hospitality are key in attracting and retaining clients?

1. Safe Travel

The effects of the worldwide pandemic were devastating for the travel industry and travellers themselves. In the coming years, it’s essential that destinations and hotels give visitors a safe and reassuring experience. Luxury travellers will increasingly pick and choose their destination on the basis of perceived safety.

Some luxury hotels in the Maldives have on-site doctors. These include lti Maafushivaru, Mirihi Island Resort, The Nautilus Maldives, Lily Beach Maldives and Hideaway Beach Resort & Spa.

In terms of accommodation, luxury villas and private pools are in high demand. Affluent travelers are prepared to spend more for in-room hot tubs and gyms too.

2. Personalized Travel

Arguably the most important element of a luxury trip is creating a personalized experience. A recent study by Virtuoso for YouGov found that 80% of travellers would spend more on brands that tailor products to them.

This personalization can start before guests arrive, if you send them information specific to their needs. A short survey asking their preferences on matters such as a newspaper and wake-up call will save them time when they arrive at your property. 

Ask them if they are celebrating a special occasion and what the date is. You could also send a link to tourist information on the destination, such as insider tips from your hotel concierge published on your hotel website. 

For those with children, details about your kids’ club and activities could be useful. Couples might well be interested in information on feet in the sand dining experiences or couple massages.

Personalized welcome notes are always nice little touches. Even better if they feature a print of your hotel, accompanied by homemade cookies. Some hotels even print a photo of the guests taken from their social media accounts and frame it, for a memorable luxury experience.

This might be a step too far for privacy loving individuals so it’s best to gauge this from the person’s social media presence. At any rate, checking their social profiles will make it easier to greet them by name as soon as they step inside your establishment.

After guests have checked out, it’s a good idea to send them a personalized message with a feedback form. All of this information will be invaluable if they return so that you can truly enhance their stay.

3. Flexibility of Travel

A cookie cutter approach won’t work with today’s seasoned luxury travellers. Instead, people are seeking flexibility and a can-do attitude from luxury hotel brands .

No-fee cancellation will reassure travellers concerned about constantly changing government travel guidelines. Early check-in and late check-out where possible is high on most travellers wish list. Flexible itineraries are also in demand.

Micro-trips are on the rise and 7 night vacations are less frequent than in the past. Luxury tour operators who offer shorter trips will definitely reap the benefits.

Cruises have traditionally been quite standardized, particularly in terms of their dining options. Guests had to choose between an early or late dining slot and stick with the same table and fellow diners throughout their cruise.

These days, flexible dining is available on most luxury cruises . Companies like Cunard and Silversea have a wide range of restaurants that guests can access without pre-booking. Moreover, there are some impressive cruise ship suites with all kinds of amenities such as private hot tubs and music rooms.

4. Customized and Private Tours

More and more travellers are taking part in a tour of their chosen destination. This all ties in to the desire to get to know the country that they’re visiting.

In general, the most popular tours are those focused on food and shopping. Customized and private tours, rather than large group tours are preferred by luxury travellers.

According to a TripAdvisor survey, the fastest growing tours are family-friendly ones. Bookings of these tours increased by over 200% last year, and 291% for US travellers. Adrenaline tours such as climbing the roof of the O2 Arena in London are great for the whole family.

Classes and workshops have also experienced a huge increase of 90% on last year. People are keen to acquire a new skill while on holiday, such as surfing and salsa dancing.

Cultural activities and wellness experiences are also sought after. Incorporating a time saving element into these tours will appeal to upscale travellers. The Skip-the-Line Sistine Chapel, Vatican and St. Peter’s Basilica Tour in Rome is a good example.

If your establishment doesn’t offer these activities and tours, consider teaming up with a local service provider who does. In terms of actual trips, adventure vacations and safaris take up the lion’s share of the customized market. 

5. Experiential Travel

Surveys consistently confirm that it is unique experiences rather than things that make us happy. Immersive travel is all about connecting with local communities and a different way of life.

In addition, over two thirds of high end travellers regularly participate in bucket list activities during their vacation. This is particularly true of baby boomers, compared to Gen X and Millenial travellers.

Experiential travel is a popular buzzword but what does it really mean? What turns a trip into a true experience rather than a simple vacation?

The following factors all play a part:

• Authentic experiences – rather than those which are purely positive. This is the good, the bad and the ugly!
• Exclusivity – a money can’t buy tour of a private home or sold out tickets to a concert.
• Insider knowledge – with tips from local inhabitants on the best places to dine, shop and explore in your destination.
• Trying something new – according to a survey by Skift, 65% of travellers want to experience something new, rather than feel rested and relaxed from their vacation. They don’t just want to see a cookery demonstration, they want a market tour and cookery class where they get hands on.

6. Frictionless Travel

As travel has become more complicated, luxury travellers are seeking ways to make their journeys less difficult. Frictionless travel is the ideal towards which people are aiming.

If you can streamline the luxury tourism experiences of your guests, they’ll reward you with their loyalty. This might involve booking them a private car to take them to and from the airport, or allowing pre-check in via an app.

Smart technology is enabling companies to get closer to the goal of hassle-free travel. Passengers, in particular business travellers, are increasingly seeking information before they travel. 

Thanks to new technology, they can receive this information in real time. Mobile apps can provide your guests with everything from weather reports to restaurant recommendations and traffic updates.

Many luxury hotel chains have implemented smart rooms where guests can control lighting, heating and music via apps. Some allow you to book wellness treatments at the hotel spa too.

Another aspect of frictionless travel is safety. High net worth travellers will appreciate the added security of flight tracking and real time incident alerts. 

7. Wow Factor

Generally, wealthy travellers are looking to stay in places that are better than their homes. Of course, this includes features like private pools and saunas. 

Yet thanks to Instagram, this luxury lifestyle also encompasses details like geometric tiled floors, a well stocked library, chairs hanging from the ceiling and a multitude of hanging plants. Bragging rights are all important, together with restful color schemes in shades of pink and grey.

Floating breakfasts are all the rage for sharing on social media channels. You can go one step further with a heart shaped tray like the ones at Cavo Tagoo Mykonos . For truly spectacular surroundings, stay in an ice hotel in Sweden , an underwater villa in the Maldives or a treehouse in Thailand .

8. Attention to Detail

Guest amenities are an area in which hotels can really shine. In some hotels in Japan, you’ll be left a motto of the day to ponder on. At The Lanesborough in London, every room has butler service and you can request complimentary popcorn.

Health and well-being is a big trend in luxury accommodation. Many hotels have bicycles for guests to borrow, as well as running maps. Some will even lend you headphones if you forget yours.

Private gyms in your hotel room mean there’s no excuse not to work out ;-). Hilton were ahead of the curve when they launched their Five Feet to Fitness ™ rooms. 

These contain more than 11 items of fitness equipment and a kiosk with over 200 tutorials. There’s a fitness bike, meditation chair and suspension training system too.

9. Hidden Gems

It’s true that iconic destinations such as Paris , Venice , Santorini and Las Vegas are still extremely popular. However, many luxury consumers are seeking out places that are off the beaten path.

The trend towards stealth wealth among the super rich is one reason for this. It is also partly due to tourism organizations endeavouring to reduce overtourism. Responsible tourism is about visiting lesser known destinations and getting to know local culture.

If you do some research you can find an uncrowded alternative close to most popular destinations. Near the Amalfi Coast and Capri, there’s the charming island of Ischia for example. Montenegro is a quieter option than Croatia, but with some great scenery and adrenaline activities.

10. Responsible Travel

Whilst it’s not generally a deciding factor when picking somewhere to stay, sustainability is increasingly a consideration for luxury travellers. You can make a difference by supporting organizations such as Pack for a Purpose . This charitable organization enables travellers to bring useful items that will be distributed to the local community.

One hotel that has impeccable green credentials is the Bucuti & Tara Beach Resort in Oranjestad, Aruba . This adults only property is carbon neutral and has been certified the highest scoring hotel in the world for sustainable operations and management.

Check out our recommendations for other eco-friendly destinations too.

11. A Sense of Place

How many times have you stayed somewhere that reflected the local environment and culture? Unfortunately, it’s all too rare to find accommodation which features local artworks and food.

Many hotels have bland decor and cuisine in the hope of appealing to the most people possible. Generally, luxury travellers don’t want to wake up feeling that they could be anywhere in the world. They want their accommodation to reflect their feelings about themselves – stylish and unique.

One example of a hotel that has got this right is Andaz Mayakoba , on the Riviera Maya in Mexico. Local crafts are dotted around the hotel lobby and rooms.

Artworks by Senkoe, a local street artist can be found throughout the grounds and guests can take part in tequila classes. Other hotels could definitely take a leaf out of its books.

12. Multigenerational Travel

Travel aimed at reuniting family and friendship groups is growing in popularity. According to a report by cazenove+lloyd and Globetrender, people are keen to celebrate milestone motivations with their nearest and dearest.

The report observed a 40% increase in requests for bucket list celebrations to mark major birthdays and memorable celebrations. With this in mind, cazenove+lloyd have curated a selection of bespoke itineraries such as DNA pilgrimages or under the radar safari experiences that reflect this trend.

In order to appeal to this clientele, luxury hospitality brands can offer once-in-a-lifetime opportunities, such as exclusive access to VIP events or private tours. One interesting example is the Ritz-Carlton Naples, who offer a free minute session with their in-house Photography Concierge to all resort guests.

Hotel designers should create properties catering to multiple generations and consider incorporating accessible design elements such as elevators and ramps. Amilla Maldives aim to become the world’s first accessibility and inclusion certified resort, with easy-access ground floor villas, floating wheelchairs, deaf-alert systems, sound jungle activities for vision-impaired guests and dedicated spaces for those with neuro-developmental considerations, such as autism or dementia.

Family-friendly dining spaces, outdoor recreation areas and connecting bedrooms with adaptable living areas such as at Evermore Orlando Resort are increasingly popular.

Final Thoughts on Trends for Luxury Travellers

Travelling in style and luxury doesn’t always mean having the most expensive experiences, but rather tailoring your travel to what you value most. Understanding and adapting to the latest luxury travel trends is essential for hotels, cruise companies and airlines to remain competitive.

Our world is a playground, and finding ways to explore it that are meaningful and memorable will be remembered for years to come. Don’t forget to check out our other travel articles and thanks for joining us in exploring all we’ve discussed about the latest trends in luxury travelling.

Thanks to our luxury lifestyle website, we’ve experienced the best of the hospitality industry in Africa, Western Europe, the Middle East, North America, Latin America and Southeast Asia. The luxury travel industry is resilient and we hope that the sector continues to rebound from the current challenges it is facing.

What does luxury travel mean for you? Where is the best place that you have stayed?

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Suze and Paul Renner

Suze and Paul are the founders of LuxuryColumnist, one of the leading luxury online magazines worldwide.

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10 of the top luxury travel trends for 2024

From ecotourism to remote working, we take you on a journey through the most coveted experiences and destinations that await us in the world of luxury travel in 2024..

As we gear up for another exciting year of exploration, it’s time to delve into the top travel trends that will shape our adventures in 2024. Whether you’re a luxury seeker, an adrenaline junkie, or simply someone seeking tranquillity and relaxation, there’s something on this list for everyone. 

From jet-setting to remote work retreats, and wellness escapes to multi-generational journeys, we take you on a journey through the most coveted experiences and destinations that await us in the world of luxury travel as we unveil the ten hottest travel trends for 2024.

Film and TV locations

Lights, camera, action! In recent years, there has been a surge in travellers seeking out destinations that have served as the backdrop for their favourite films and TV shows. And why wouldn’t they? Exploring these iconic locations not only allows us to step into the shoes of our beloved characters but also offers an opportunity to witness firsthand the magic that happens behind the scenes.

Imagine strolling through the enchanting streets of Dubrovnik, Croatia, where Game of Thrones was brought to life. Or standing atop New Zealand’s majestic mountains and marvelling at the breath-taking landscapes that played host to The Lord of the Rings trilogy. These film and TV locations transport us into fantastical worlds while showcasing some of Earth’s most extraordinary natural wonders.

But it’s not just about famous blockbusters. Indie films and cult classics have also put lesser-known destinations on our travel radar. From quaint European villages featured in romantic comedies to remote islands transformed by dystopian tales, every corner of the world holds hidden gems waiting to be discovered by avid movie and TV buffs.

Personalised travel

Imagine having a dedicated team of experts who understand your tastes and desires, working tirelessly behind the scenes to create an itinerary that exceeds your expectations. Whether you’re seeking relaxation on a specific tropical beach or bespoke adventures in an exotic destination, a luxury travel concierge will have insider knowledge and connections to make it happen, and so it’s no surprise that more travellers are seeking out this service.

One of the key advantages of personalised travel is the level of attention and service you receive. You’ll have access to 24/7 support throughout your journey, ensuring any unexpected issues are swiftly resolved. Furthermore, luxury concierges often have relationships with high-end hotels, resorts, and tour operators around the world. This means they can secure special perks such as room upgrades or exclusive access to events or attractions not available through traditional booking channels.

In addition to creating unforgettable experiences during your trip itself, personalised travel also extends beyond just accommodation and activities. Luxury concierges can assist with pre-trip planning by providing recommendations based on their extensive knowledge and expertise. They may suggest hidden gems off the beaten path or help arrange VIP experiences like meeting local artisans or attending private performances. All you’ll have to do is pack and be sure to bring your travel documents, while ensuring they’re all up to date thanks to services like  PhotoGov where you can get a passport or visa photo ready online and in an instant.

Health and wellness tourism

More travellers are seeking destinations that offer rejuvenation for both the body and mind and in 2024, this trend is expected to continue as people prioritise self-care and wellbeing during their travels.

From luxurious spas in exotic locations to serene meditation retreats nestled in nature, there are endless options for those seeking a wellness-focused getaway. Whether you prefer yoga classes by the beach or indulging in holistic treatments at a luxury resort to switch off from the stresses of everyday life, there’s something for everyone.

In addition to traditional spa treatments, many destinations now offer unique experiences such as forest bathing or sound healing sessions. These immersive activities allow travellers to connect with nature and themselves on a deeper level.

The most unique experiences

When it comes to travel, many of us are always on the lookout for something different and out of the ordinary. We want to create memories that will last a lifetime, and what better way to do that than by seeking out the most unique experiences?

Imagine swimming with dolphins in crystal-clear waters, seeing penguins up close in Antarctica or trekking through untouched rainforests in search of rare wildlife. These one-of-a-kind adventures allow us to connect with nature and immerse ourselves in unfamiliar surroundings. For those who crave adrenaline-pumping thrills, how about skydiving over stunning landscapes or bungee jumping from towering cliffs? These heart-stopping activities provide an unmatched rush and leave us feeling exhilarated.

But unique experiences don’t always have to be high-octane adventures. They can also involve delving into different cultures and traditions. Picture yourself participating in ancient rituals or learning traditional crafts from local artisans. These encounters give us a deeper understanding of the world around us.

Remote working

Remote working has become increasingly popular in recent years, and it’s a trend that shows no signs of slowing down. With advancements in technology, more and more people are finding the freedom to work from anywhere in the world, taking their office with them on their travels.

Not only does remote working provide opportunities for travel, but it also opens up new doors for personal growth. By immersing yourself in different cultures and environments, you can gain a fresh perspective on life and expand your horizons. It also eliminates the stress of commuting to an office every day. Instead of spending hours stuck in traffic or crowded public transportation, you can spend that time exploring new destinations or simply enjoying some downtime.

The rise of remote working has led many companies to embrace flexible policies that prioritise results rather than physical presence. As long as employees meet their deadlines and deliver quality output, they’re free to choose their location.

An opportunity to switch off completely

In our fast-paced and hyperconnected world, finding an opportunity to switch off has become increasingly important. With the constant demands of work, social media, and daily life, it’s crucial to take a break from the noise and allow yourself some much-needed downtime.

One travel trend that is gaining popularity is the idea of unplugging and disconnecting from technology during vacations. More and more people are opting for destinations that offer a respite from screens and notifications. Whether it’s a secluded beach retreat or a peaceful mountain cabin, these locations provide the perfect setting to unwind and recharge.

Stepping away from your devices allows you to be present in the moment and fully immerse yourself in your surroundings. It gives you the chance to engage with nature, connect with loved ones without distractions, and truly rejuvenate your mind, body, and soul.

Switching off doesn’t mean sacrificing luxury either. Many resorts now offer ‘digital detox’ packages where guests can enjoy luxurious amenities while also being encouraged to limit their screen time. These retreats often have activities such as yoga classes, spa treatments, meditation sessions, and outdoor adventures designed specifically for relaxation.

Sunseekers are those travellers who prioritise destinations that offer ample sunshine and beautiful weather, most probably because they live in a country like the UK where even the summers are a washout. They long for endless summer days spent basking in golden rays, and from tropical islands to Mediterranean coastlines, they’re drawn to places where they can soak up vitamin D and achieve that perfect tan.

For those looking for adventure along with their dose of sunshine, destinations like Bali and Costa Rica provide a perfect blend of outdoor activities such as surfing, snorkelling, and hiking amidst breath-taking natural landscapes. Imagine riding majestic waves or exploring lush rainforests before relaxing on pristine sandy shores – truly an experience that will leave any sunseeker wanting more.

If total relaxation is what you seek, consider booking a wellness retreat in exotic locations like the Maldives or Thailand. These serene havens offer luxury accommodations combined with rejuvenating spa treatments and yoga sessions overlooking crystal-clear waters. Unwind by practicing mindfulness under swaying palm trees while enjoying panoramic views – an ideal escape from everyday stresses.

Of course, not all sun-worshipers desire solitude during their travels. Some enjoy vibrant beach parties and lively nightlife scenes found in hot spots such as Ibiza or Miami Beach. Dance until dawn at world-renowned clubs or simply sip cocktails by infinity pools while mingling with fellow party-goers from around the globe – let loose and live life to the fullest.

Ecotourism: Exploring the world with a sustainable twist

When it comes to travel trends, one that has been gaining momentum in recent years is ecotourism . This unique form of travel allows adventurers to explore the world while also being mindful of their impact on the environment. From lush rainforests to pristine coral reefs, ecotourism offers travellers an opportunity to immerse themselves in nature and contribute to its preservation.

One aspect that sets ecotourism apart from traditional tourism is its focus on sustainability. Travellers who choose this style of exploration strive to minimise their carbon footprint by opting for eco-friendly accommodations, supporting local communities, and participating in activities that promote conservation efforts.

In addition to promoting environmental consciousness, ecotourism also provides travellers with unparalleled experiences. Imagine hiking through dense jungles, coming face-to-face with endangered wildlife species or snorkelling alongside vibrant marine life in protected marine reserves. Furthermore, many destinations are now incorporating educational elements into their ecotourism offerings. Visitors can learn about local flora and fauna from knowledgeable guides or participate in community-based projects aimed at preserving natural habitats.

Multi-generational trips

As families become more geographically dispersed, multi-generational trips provide an opportunity for the family to come together and create lasting memories.

One of the key benefits of multi-generational trips is the chance for different age groups to bond and connect on a deeper level, another advantage is the wealth of experiences available. Destinations that cater specifically to families offer a wide range of activities and attractions suitable for all ages. From theme parks and zoos to historical sites and cultural tours, there’s something for everyone.

Accommodation options also play a crucial role in making multi-generational trips successful. Many resorts now offer spacious suites or villas that can accommodate larger groups comfortably. These accommodations often include amenities like separate living areas, kitchenettes, and even private pools – perfect for quality family time.

Group trips for solo travellers

Travelling solo can sometimes feel isolating, and that’s where group trips come in. They provide an opportunity for solo travellers to connect with others who share similar interests and passions. Whether it’s exploring a new city, embarking on an adventure-filled excursion, or simply enjoying each other’s company over a delicious meal, these group trips offer a sense of camaraderie and companionship.

Not only do group trips for solo travellers allow you to make new friends from around the world, but they also provide added convenience and peace of mind. With all the logistics taken care of by experienced tour operators or travel agencies specialising in luxury travel, you can relax and focus on enjoying your trip without any worries.

These group trips often include unique activities and exclusive access to attractions that may not be available to individual travellers. From private tours of iconic landmarks to immersive cultural experiences led by knowledgeable guides, these curated adventures ensure that every moment is memorable.

In addition to fostering connections among fellow travellers, there is also ample opportunity for personal growth during these group trips. Stepping out of your comfort zone and experiencing new cultures with others who are equally eager creates an environment conducive to self-discovery and exploration.

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Virtuoso shares 5 luxury travel trends for 2024

November 21, 2023

Global travel agency network Virtuoso says that its clients are prioritizing travel, despite inflation and global unrest. They remain insatiably curious and willing to pay for new experiences.

These findings come from the company’s 2024 Virtuoso Luxe Report, which included input from 2,000 travel advisors who shared their extensive knowledge, professional experience and client requests to offer insight into 2024’s top trends.

Five luxury travel trends

While preference for European favorites remains, the desire to visit dream destinations, under-the-radar locations or the drive to be “first” to a destination, has luxury travellers increasingly intrigued by the unexplored. The cultural richness of reemerging travel must-sees such as Japan offer unique itineraries for those seeking a departure from the norm.

Time to celebrate

Post-pandemic festivities continue with celebration travel making the list of top trends for 2024. Travellers are committed to sharing life’s most important moments with loved ones – travel with immediate family and multigenerational travel are also among the top trends.

Respecting the planet

Travellers are hyper-aware of the fragility of the world. Virtuoso advisors say clients are pushing geographical boundaries to witness nature in its pristine form for fear it will diminish or become inaccessible.

Greece , Morocco and Hawaii are also top-of-mind for travelers who want to support destinations recently impacted by disaster while remaining respectful of their recovery.

Small ship cruising

Favouring less-crowded, more intimate settings, small-vessel cruising is on the rise. River cruises remain popular for the casual atmosphere, proximity to major cities and wide-ranging itineraries.

Popular routes include the Danube River, Mekong River and the Nile. Adventure cruising is also trending due to increased accessibility to places like Antarctica , 2024’s leading adventure destination. And yacht charters are on the rise, offering privacy, flexibility and a customized experience.

Custom comfort

Increased demand for custom trips made easy, from exclusive-use experiences to booking half days at hotels to fit their needs, has today’s traveller maximizing comfort. Their desire to leave nothing to chance has increased motivation for using a professional travel advisor to simplify bookings and enhance the overall experience.

Findings from the 2024 Virtuoso Luxe Report, including top countries and favourite cities, can be found here .

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23 Adventurous Luxury Travel Trends for 2024

From hiking in Rwanda to eco-tourism in Costa Rica, Travelista contributor Em Hope guides us through 23 emerging and timeless luxury travel trends for 2024

In the world of luxury travel, new trends and experiences surface each year offering adventurous jet-setters the chance to travel the globe in style with one-of-a-kind opportunities beyond their comfort zones. As we look to the year ahead, the landscape of luxury travel and adventure travel is set to be more captivating than ever before. From exploring emerging destinations like Jordan and Greenland to indulging in ultimate experiences like scuba diving the Great Barrier Reef or embarking on a luxury train journey aboard the Orient Express, here’s our round up of adventurous luxury travel trends for 2024. Be sure to bookmark this article as a reminder to come back to for inspiration throughout the year.

1. Check-in to a Destination Wellness Retreat

Health is wealth. So what says luxury more than escaping the stresses of everyday life and rejuvenating your mind, body, and spirit at a world-famous wellness retreat? From destinations like Chiva Som in Thailand where you can enroll onto tailored wellness programmes with holistic healing practices, to the Alpina Gstaad in Switzerland where you can choose from a range of wellbeing treatments and menus amidst natural, peaceful surroundings. 

2. Book a Private Water Villa

A private water villa will never go out of style. Picture this. You took the plunge into the world of luxury by booking a private water villa and you’re now sitting above dreamy turquoise waters. Sounds perfect, right? From the Maldives to Bora Bora , these exclusive accommodations offer privacy, stunning views, and immediate access to an oceanic paradise. 

3. Hire a Private Jet

If you want the full VIP experience and you’ve got the budget, you may be surprised to know that a private jet charter can be a lot easier to access than you think. With dedicated charter companies such as Air Charter Service, luxury travellers can hire a private jet without any aviation knowledge or experience. Simply let them know your needs and travel requirements and all the hard work and logistics are done for you. Explore different corners of the world on your own terms whilst enjoying personalised service in the height of luxury . 

4. Enjoy some Live Sport Action

This year, there’s a surge in sports tourism on the horizon, with many travellers already planning their holidays overseas to witness some of the world’s greatest races. From the much anticipated Olympic games set in the vibrant French capital to the Tour de France across Italy, spectatorship is undoubtedly the trending activity this year. Alternatively, if you’re an adrenaline junkie looking for something more immersive, unleash your inner F1 champion and get behind the wheel of a high-performance sports car to experience the sheer thrill of driving on legendary circuits like Monza in Italy or the Circuit of the Americas in the USA.

5. Go on Safari

Witness the natural beauty of ‘The Big 5’ in their natural habitats by joining an unforgettable safari adventure. Whether it’s the extensive plains of Kenya’s Maasai Mara or the gorgeous landscapes of South Africa’s Kruger National Park , the majesty of the animal kingdom is sure to leave its footprint on you. 

6. Try a Skydive

If doing a skydive has been on your bucket list for a while now, let this be your sign to go for it. Push your boundaries and elevate your travel experiences by taking a literal leap of faith with a skydiving adventure. From tandem skydiving activities dotted around the UK, to further afield exotic destinations such as Australia, feel the rush of freefall whilst surrounded by breathtaking views. 

7. Book a Hot Air Balloon Ride

If you’re looking for something a little more chilled, but you’d love to soak in those panoramic landscapes, this is your sign to take that hot air balloon ride. Whether it’s floating over the lush landscapes of Kapadokya in Turkey or experiencing sunrise over the sweeping plains of Tanzania , this one-in-a-lifetime experience promises unparalleled beauty. Take your experience to new heights by booking a private ride for just you and your family or loved one.

Read our Editor’s experience of: A Hot Air Balloon Ride over the Serengeti, Tanzania .

8. Explore the Ancient Kingdom of Petra, Jordan

From exploring the ancient city of Petra and floating weightlessly in the Dead Sea to venturing the sites of Wadi Rum , immerse yourself in the rich history, warm hospitality, and breathtaking scenery of this Middle Eastern gem.

9. Scuba Dive a Famous Dive Site

If marine life is your calling and you have a PADI diving licence, why not dive deep into the world of vibrant coral reefs brimming with marine life, or uncover the mysteries of sunken ships off the coast of destinations like the Great Barrier Reef in Australia or Truk Lagoon in Micronesia?

10. Experience Japan

Japan is a trending destination for 2024. From staying in traditional ryokans to seeing the blooming cherry blossoms in April , indulging in Michelin-starred cuisine, and experiencing the serenity of ancient temples, Japan promises a fascinating blend of tradition and innovation. 

11. Take a Submarine Tour

Take a submarine tour: To add to your underwater escapades, uncover the mysteries of the deep sea by embarking on a fascinating submarine tour. Discover ancient shipwrecks, amazing marine life and underwater marvels , offering a unique perspective on the world beneath you.

12. Take a Luxury Yacht around the Greek Islands

If you’re desperate to live out the Mamma Mia experience, this one is for you. Cruise through the blue waters of the Greek Islands on a private sailing boat or luxury yacht , discover secluded coves, and ancient ruins, and enjoy world-class cuisine as you island-hop through this iconic destination.

13. Do a Luxury Home Swap

If you’re lucky enough to have the luxury of remote working and you long for a change of scene, house swapping provides a solution by allowing you to exchange your home for a free residence abroad for weeks or even months. From destinations like the United States to South Korea , home swapping is often an exiting and more authentic experience compared to hotels. Remember the storyline in The Holiday ?

14. Visit Iceland and see The Northern Lights

A trip to Iceland is on the high priority for Travelista this year. As far as luxury travel trends for 2024 goes, it doesn’t get much better than witnessing the Northern Lights in Iceland . Discover the land of fire and ice with its vast volcanoes and awe-inspiring glaciers. Marvel at the global phenomenon of the Northern Lights and explore dramatic waterfalls, soak in geothermal hot spring s, all whilst uncovering the magical allure of this Nordic wonderland. Iceland is also emerging as a popular winter honeymoon destination for newlyweds.

15. Embark on a Culinary Expedition

Food, glorious food. Satisfy your taste buds by venturing on a culinary expedition across renowned foodie destinations around the world. From tasting Michelin-starred cuisine in Paris to exploring the street food of Bangkok , savour the taste of your travels by sampling deliciously distinct flavours from across the globe.

16. Paraski off a Mountain

Combine the excitement of paragliding with the thrill of skiing by trying out paraskiing. Launch from a mountaintop and glide through the air, allowing you to enjoy amazing views while live skiing down the slopes. It’s a sensation like no other, which our Editor got to experience in Verbier, Switzerland.

Read: Facing Fears to try Paraskiing in Verbier, Switzerland

17. Book a Timeless Luxury Train Journey

Be transported back in time to the . Experience the epitome of elegance and sophistication as you embark on a luxury train journey, enjoying panoramic views, impeccable service, and luxurious accommodations aboard iconic trains such as the British Pullman – A Belmond Train – or the Orient Express La Dolce Vita in Italy . 

18. Hike Rwanda

his emerging destination for 2024 attracts luxury travellers with its rolling hills, primates, and unique wildlife. Be sure to include a visit to Volcanoes National Park for an exceptional experience of trekking to see the mountain gorillas up close.

19. Explore Patagonia

Set foot in the wilderness of Patagonia, a destination that will captivate adventure seekers and nature enthusiasts. Plan epic hikes through Torres del Paine National Park, witness towering glaciers, and soak in the beauty of this off-the-grid region. 

20. Be A Part of The Eco Tourism Movement

With its prime focus on planet-friendly means of travel, eco-lodging, support of local communities, and promotion of conservation, eco-tourism continues to be a growing travel trend for 2024 that lets adventurers explore the world while being mindful of the environment. From visiting Greenland’s untouched slopes and colossal icebergs to exploring the lush rainforests of Costa Rica , go green on your travels this year. 

21. Step into Real Life Movie Scenes

Looking for inspiration for your next travel adventure? Think of your favourite films and visit their film locations. If you’re a movie buff, you’ll be pleased to know that there’s been a rise in exploring destinations that have served as film and TV backdrops. From witnessing the best of New Zealand as the home of  The Lord of the Rings   to rediscovering Rome in preparation for Ridley Scott’s 2024 sequel to  Gladiator , such amazing locations offer a dose of fantastical escapism while often revealing the very best of our world’s natural wonders. 

22. Fly over the Nazca Lines in Peru

Board a private plane and soar high to experience Peru’s Nazca Desert and unlock the mystery of the world-famous symbols etched into the desert floor – the Nazca Lines. A once-in-a-lifetime experience that you’ll never forget.

23. Join a Solo Travel Group or Group Tour

If you want to find a new way to travel in 2024, why not join depart as a solo traveller and join a group trip? Not only do solo travel groups allow you to meet likeminded people and potentially make life-long friends, they provide a safe and fun way to see the world as a solo traveller. The best part is that someone else takes care of the itinerary and organisation, so you can just turn up, experience and enjoy. Many creators and influencers in the travel industry are now partnering with established travel companies to host and run group trips for their community and followers. Travelista is no different and will be launching group trips in 2024.

Join the waitlist for our Travelista Group Tours – launching soon.

The sky is the limit for luxury travel trends in 2024. These upcoming luxury travel trends and bucket list ideas are just a tiny glimpse into the incredible experiences awaiting all curious jet-setters this year. So, whether you want to explore an emerging destination, indulge in lavish accommodation, or pursue adrenaline-fuelled adventures, luxury travel this year promises unforgettable moments. Let 2024 be the year you dared to do.

Born and raised in Northumberland, and having lived in various other beautiful regions of the UK, including the Lake District and her current base in the city of York. Emily. Inspired by communities, Emily loves to travel and is always keen to meet new people. Emily has a degree in English Literature, and a professional background in Journalism, Content Creating, and Radio Presenting.

Wow, I must try the “Visit Iceland and see The Northern Lights”. Now just my opinion, you actually missed one more Luxury travel to the Everest Base Camp. You can fly by helicopter to Lukla avoiding crowd. Moreover, you will stay in comfortable lodges which are not so crowded with regular trekkers. And less chance of getting AMS. Must try.

Jessica Ruth Gibson

That’s a great suggestion! We will add it to the article.

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Luxury Travel Trends for 2024

• Wellness Travel and Wellbeing Trends

The travel industry is currently at its peak, and new luxury travel trends for high-end consumers are emerging to cater to the wanderlust of those who like to travel in style.

In 2024, we’re seeing a return to solo travel along with more mindful and eco-conscious travel choices that are allowing us to experience the world in a new way while revelling in the luxury of personalised experiences and luxury hospitality.

Here are the top luxury travel trends that will fill your Instagram feed in 2024.

Long-haul vacations

Luxury travel often means penning down unique travel experiences in our yearly calendars and anticipating them excitedly. While before we might have opted for shorter but more frequent holidays to get the most out of the year, long-haul travel experiences are now becoming the norm.

Hybrid working has surely allowed a more flexible mindset around how and when we book our holidays. According to the latest Flyrwire Corporation survey, 84% of luxury travellers plan to book longer vacations in 2024 than they did so in the past 18 months. They are also not restricted by the time of the year for their vacay-fun, with off-season being a popular option, and 85% of those surveyed attribute that to their hybrid working schedule.

The flexible working arrangements we now have are also giving rise to a quite alluring form of travel – bleisure. As the name suggests, bleisure combines business trips with leisure activities, which often implies extending our holiday time. 73% of those who took part in the Flywire survey say that they’re more likely to blur the lines between business trips and vacations now than they did so in the past.

Special events trips

The next few years are looking exceptionally exciting when it comes to big sports events. The 2025 Ryder Cup near Rome, the 2024 Summer Olympics in Paris, and the 2026 Winter Games in Milan and Cortina d’Ampezzo are creating more of a reason to plan our holidays around such events. Whether you’re a big sports fan or not, seeing something as spectacular as the Summer Olympics is trip-worthy.

This entices travellers to book longer holidays where they can enjoy the beautiful surroundings and sightseeing hotspots along with the winning sports!

Another luxury tourism trend that’s gaining momentum is participatory sports travel. While not all of us can be Olympic-level athletes or cycling champions, having the chance to ski with former Olympians or cycle a stage of the Tour de France is a hot ticket! Such experiences are now available for adventure-thirsty enthusiasts. That’s an upgrade in the sports-led travel trends for luxury travellers! So, go ahead and book in advance!

Solo travels

After our longing for togetherness and the outbreak of ‘we holidays’ such as multi-generational travels over the past few years, a new luxury travel trend is emerging – ‘me time’.

Solo getaways offer the opportunity to retreat from others and follow your own travelling rhythm without fighting over where to go next. They can be extremely soul-rejuvenating, whether you decide to go for a solo wellness retreat or a luxury expedition cruise. In fact, tour operators are reporting an exponential boom in solo travel bookings in 2023 and for 2024 compared to the previous years, with women being the biggest patrons of solo escapes.

But solo experiences don’t have to be solitary. According to Heidi Durflinger, president of EF Go Ahead Tours, “solo travel within a group is one of the fastest-growing travel styles right now”. This is a great way to meet new people while still enjoying the flexibility and independence that comes with solo travel. It’s great for character-building too!

The luxury travel industry is also making changes to accommodate solo travellers. Many ships have now waived or reduced the solo traveller fee and offer cabins specifically designed for single passengers. Even some yacht charters are available to book by the cabin with no additional fee if you travel solo.

Expedition cruises

Traditional cruises may well have had their peak in the last few years. Nevertheless, in 2024, we’re seeing a new form of cruising worldwide being popular amongst luxury travellers – expedition cruises.

While traditional cruises take travellers around more popular destinations, expedition cruising transports globetrotters to remote and less-explored places. Alongside the thrill of distant destinations, travellers are met by a crew of scientists who are ready to fill them in on the nitty-gritty facts about the Antarctic or the Boca dos Botos channel in the Amazon so that they can come back with an upgraded vocabulary about the natural and uncharted world.

The luxury hospitality is also up to par with this one-of-a-kind experience. Think gourmet dining, personal butlers, and spa facilities. What more could you ask for than a gourmet dinner followed by a lecture on polar bears?

Personalised experiences

With such a wide choice of experiences, luxury travellers seek something unique and specifically tailored to them. This has given rise to personalised travel experiences.

High-end consumers continue to value over-the-top luxury, including private services during their trips, such as personal tours, exclusive access, and even private drivers. When it comes to accommodation, they’re always opting for the latest luxury hotel trends and wellness facilities with custom packages.

Creating a perosnalised travel experience can start before guests even arrive at the destination. Asking them to fill out preference forms will help holiday organisers tailor their stay, welcome packages with personalised notes are a nice touch, and feedback forms will help create even more customised experiences in the future.

According to a recent YouGov study, affluent consumers are willing to pay a bit more for unique experiences that bring them closer to nature or a remote destination.

Sustainable-led travel

With the rising awareness of the importance of sustainability, the travel industry is also changing to accommodate eco-conscious consumerism. Enjoying the bliss of travelling in an opulent way doesn’t have to come at the expense of the planet. Some of the most luxurious travel experiences today are also the most sustainable ones. Think preservation projects, carbon-neutral flying, sustainable wellness retreats, and ‘eco hotels’. Many retreats, hotels, and tour operators are rethinking how they impact the environment and remodeling their structures to meet 2025 sustainability goals.

The 2022 Virtuoso report revealed that 74% of travellers are willing to pay more to travel sustainably if they know where their money is going. In 2023 , this concept is taken further with the urge to implement more eco-friendly operations within the cruising industry, which attracts luxury travellers. Such initiatives include water conservation, exploring alternative energy sources, and working with destinations to manage tourism flows.

Indigenous-led travel experiences

As the thirst for authenticity is growing amongst travel-seekers, indigenous-led experiences are gaining popularity. Immersing yourself in the local community is a great way to get to know a place.

In 2023, some tour operators launched 100-plus indigenous experiences , from hiking tours of Utah’s national parks led by Native American guides to exploring Australia’s Aboriginal culture in the natural temples of Uluru and the Pilbara.

On the luxury wellness travel front, we will see travellers experiencing more indigenous well-being practices hosted in the land where they originate. Think traditional ryokans, also known as hot springs inns, in Japan, or explore traditional Arabic medicine directly from the source.

Wilderness wellbeing

Much like high-end travellers are looking to get closer to local communities through indigenous-led travel, the need to connect with nature is feeding into the emergence of the wilderness-led luxury wellness travel trend.

Instead of spas, travellers are heading into the forests, mountains, and lakes to experience restoration in the wild while reconnecting with Mother Earth. This luxury wellness travel trend makes perfect sense as people are developing a deep longing for nature, privacy, and better mental health.

Luxury retreats that offer mountain hikes, forest bathing , and wild swimming even in cold waters adopting the Wim Hof cold therapy method, will be on the list of high-end travellers looking for a dive into the wild in 2024. This type of travel experience can be perfectly complemented by conscious and sustainable-led travel, adding an extra level of care and connection with nature.

The Luxury Orient Express

There is something incredibly romantic about a train journey. You get to witness beautiful views while traversing through the Andes or the Scottish Highlands and looking through the nostalgic lens at the past. Train journeys are more responsible too, as they require less fuel and produce less carbon emissions than flights.

Multi-night train trips can easily be incorporated into custom itineraries, catering to this luxury experiential travel trend that celebrities such as Natalie Belden are hopping on. For her 25th birthday, the influencer managed to find last-minute tickets for the Venice Simplon-Orient-Express (VSOE) from Vienna to Paris, which has been on her bucket list for years. “It’s the lure of being in Europe and getting that old-timey feel,” Belden told Robb Report, “but also being on this luxurious train that is so glamorous, and you have cocktails and Champagne.” She even compared it to a Disney ride.

Other luxurious train journeys include the Andean Explorer in South America or the British Pullman with its “Cygnus” carriage built in the 1950s and representative of director Wes Anderson’s style for those who are fans.

Gastronomic experiences

We all know that the way to a man’s heart is through their stomach. Turns out that the same applies to luxury travellers too, say the Virtuoso Travel Week ’s experts. High-end globetrotters are foodies too and are often seen appraising local culinary voyages, five-star dining, and immersive experiences such as cooking classes or wine tasting, whenever they visit a new destination.

Could that be the reason that inspires them to book their next holiday? Absolutely yes! Food writer and culinary instructor Julia Celeste Rosenfeld says that people are booking private tours into chefs’ kitchens to learn about food history and the craft. They are interested in customised experiences in a little village in the Mediterranean where they get to interact with the local chef and avoid long waiting lines.

Resorts are accommodating this luxury travel trend by organising artisan cooking classes that allow participants to bring something home with them after the class or scheduling VIP visits by celebrity chefs. That’s a sure way to bring people to their resorts!

Ease of payments

As we’re moving into a more digitised world, high-end travellers expect their holidays to be met with ease of payment, from accommodation to special activities expenditure. They don’t want to be waiting long for payment processing or having trouble with their cards, let alone dealing with cash, which some destinations still use. According to Flywire Corporation’s survey, 90% of luxury travellers prioritise convenience of payments, including contactless and mobile-friendly options.

But the ease of payments comes with an increased need for security. The survey shows that almost seven out of ten (69%) travellers surveyed have concerns about payment security, a 32% increase from the last two years. That means that tour operators must consider adding various payment options and an extra layer of security.

The 2024 looks beyond promising for those who will be bathing in the immersive experiences the travel industry offers. These luxury travel trends are making everything more exciting with a touch of sustainability and a sense of opulence filling the air.

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Luxury Travel Trends for 2024

Luxury travel has surged in popularity over recent years, even amongst regular folks. 2024 has some exciting and unique luxury travel trends to look forward to, and here are a few of the best.

Film & TV Locations

Whether hiking the mountains of New Zealand like the Fellowship did or visiting Kho Phi Phi Leh beach — the one seen in The Beach — travellers want to experience the locations their favourite films or TV shows used. Many are also looking to take it further and turn it into a multi-day or multi-week tour, taking in all these extraordinary sites during one holiday.

Special Events

A holiday is all about the experience; luxury travellers frequently add to this by visiting destinations for specific events. Whether it be a Formula 1 weekend in Las Vegas or the recent Rugby World Cup in France, holiday-makers want to add a once-in-a-lifetime event to their itinerary.

Going Private

More and more people realise that travelling by private jet or yacht is more affordable than they first thought. Thanks to concepts like empty legs and fee-sharing, more travellers want to add this touch of luxury to their holiday. Whether booking a private jet charter or being the captain of a private yacht on the Riviera, going private is one of the most popular ways to get around in the coming months.

Heath & Wellness

Health and wellness holidays have always been a trend, but 2024 is set to see them become even more popular amongst travellers. Many want to improve their physical and mental health in a tranquil, calming place away from their everyday lives. These holidays can range from a weekend in the mountains to a 10-day break in an all-inclusive resort; either way, you will feel like a brand-new person.

Remote Working

Another luxury travel trend that is gaining momentum is holidaymakers combining business with pleasure. Instead of travelling for a week or two for a holiday, many choose to take their work with them and stay abroad for an extended period. Remote working holidays have always been popular, but now, more people choose luxury apartments or villas instead of backpackers in Thailand. Remote working is more popular than ever, meaning travellers can extend their vacations indefinitely.

Food & Wine

Food and wine tours have always been simply part of an itinerary as opposed to the entire goal of the holiday. That has begun to change, with more people wanting to eat and drink all the best a country or region offers.

There is no better way to enjoy a glass of wine than by drinking it on the farm it was made on or eating freshly caught lobster or oysters 20 feet from the water. Travellers are also looking to dine at all the Michelin-starred restaurants they have only read about and leave with unforgettable, unparalleled memories. 

Self-Exploration

Self-exploration and solo holidays are also on the rise. People are looking to discover more about themselves and get to the root of who they are. You may think Eat, Pray, Love was just a book, but many more people are making it a reality. Furthermore, travelling solo comes with a range of perks, including staying in luxury hotels and eating at the best restaurants, which becomes far more budget-friendly when you only have to pay for yourself. Plus, if a completely solo trip isn’t for you, many tours offer solo travellers the chance to join a group of other solo adventurers. This means you are never too far away from making a few new friends.

Expedition Cruises

A unique trend gaining popularity amongst luxury travellers is expedition cruises . While on the surface, these types of cruises don’t scream “luxury,” the experience you get from them is something many will never get to enjoy. Once onboard, you will see that the gourmet dining and spectacular rooms are more than lavish enough.

Instead of travelling along the coast of Scandinavia exploring the Mediterranean, these cruises will take you to far-flung destinations like Antarctica or deep into the Amazon. This is one of the most incredible ways to see the world and one of the few ways to get to these less-explored places.

Personally-Tailored Luxury Travel Awaits

2024 is the year when luxury travellers don’t just settle for the usual and, instead, see and do more on their holidays than ever before. Whether it is wine in France or coming up close and personal with a polar bear or anaconda, these daring new trends will shape travel next year and possibly change it forever.

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[…] Luxury travel has surged in popularity over recent years, even amongst regular folks. 2024 has some exciting and unique luxury travel trends to look forward to, and here are a few of the best. https://drifttravel.com/luxury-travel-trends-for-2024/ […]

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These Are the Top Travel Trends of 2024, According to American Express Travel

What are people really traveling for in 2024?

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Demand for premium travel continues at a torrid pace in 2024. Not only is that being reflected in the first few months of the year, but also in the newly released trend report by  American Express (Amex) Travel . The study explored travel behaviors and trip planning from participants living in seven countries: Australia, Canada, Mexico, Japan, India, the United Kingdom, and the United States.

The majority of respondents are planning major milestone-like trips, even if there isn’t necessarily an occasion to celebrate. And 84 percent of people surveyed plan to spend more or the same amount of money on travel in 2024 compared to last year. That includes destinations like  Antarctica  and the  Galapagos Islands . (Travel agents and advisors are making a resurgence as well, with over 50 percent of people looking to leverage a travel agent or trusted advisor to book, like  T+L’s A-List .)

“The report shows that demand for travel is continuing, and that people are building itineraries to create memories—being intentional about the places they are going, and the things they are doing when they get there,” Audrey Hendley, president of American Express Travel, told Travel + Leisure .

Meanwhile, if 2023 was the year of “gig-tripping” (and the Taylor Swift effect), then 2024 is the year of long-distance travel for sporting events. Amex’s survey showed that 67 percent of millennial and Gen Z respondents are interested in traveling for sports in 2024. Paris, Miami, and New York City are the top three cities for sports travel, according to Amex. (Paris is hosting the  Olympic Games this year, Miami is hosting Formula 1, and New York City has the U.S. Open Tennis.)

In addition, solo travel will be a prominent theme in 2024, with 76 percent of millennials and Gen Z (compared to 69 percent of all respondents) saying they plan to take a solo trip this year, with a majority centered around self-love and treating themselves. “It is really interesting to see how many people are embracing solo travel,” said Hendley. “We’re seeing changes with younger travelers in particular."

Finally, Amex says that 2024 will be a notable year for spontaneous trips or what they’re calling “on-a-whim travel.” Nearly 80 percent of travelers say they plan to take a spur-of-the-moment trip, while 44 percent of respondents even expressed a preference for a spontaneous trip instead of having all the details planned. In fact, there are entire companies (like  Pack Up & Go  and  Competitours ) that offer complete itineraries where none of the details are provided in advance.

For something a bit less extreme, Henley recommended leaving unplanned time on existing trips to experience local culture and activities. “I just took an incredible trip to Thailand and relied on local experts and tour guides to show me the ‘real’ sites. I would have missed out on these local experiences – and so much incredible food – if I hadn’t left room in my itinerary to be impulsive and truly explore,” she said.

To learn more visit go.amex .

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Luxury Travel Trends to Explore in 2024

As we prepare for an exciting year of adventure, let us look at the top luxury travel trends to explore 2024. This year, we will focus on meaningful luxury travel experiences like exclusive vacations, private journeys, family and celebration vacations, and, of course, African safaris.  

Even though global luxury travel thrives and promotes growth, most online travel trends and predictions for 2024 overlook African and Nigerian travellers, whose travel habits differ from others. Generally, luxury for Nigerians translates to living the soft life and that’s what we are all about. 

That’s why our team at TravelTank has meticulously analysed Nigerian travellers’ booking behaviours to understand their interests, motivations, and current trending hotspots for luxury travellers, despite the economic challenges and high exchange rates that we presently have in the country. 

Our TravelTank 2023 booking data shows that Nigerian travellers’ luxurious experiences are those that make them feel deeply connected to the world. As a result, the art of slowing down and relaxing, extending adventures, and going on longer trips heavily influences this year’s luxury travel trends. 

Our 2024 trend report shows combining luxury with unique and exciting experiences, leisurely exploring domestic and regional destinations like Kenya, Rwanda and Morocco, and focusing on visiting Europe, the UK and Canada. 

After carefully going over our booking data from the past year, reading surveys, and figuring out how the world of luxury travel is always changing, we are about to tell you the truth.

These trends, which reflect the main themes of the following months and seasons, will influence our upcoming adventures. 

It’s a new year; let’s get out there and explore!

The rise of the Nigerian Luxury Traveller

You will wonder where the people interested in luxury travel in Nigeria are when you walk through the crowded streets of Lagos or drive on roads with holes in them. 

But it might surprise you to learn that a lot of Nigerians can afford to treat themselves to luxury travel experiences. To us, it’s not really about having billions of Naira in our bank accounts; we believe true luxury lies in the priceless moments and the memories we create on the journey, regardless of the budget. Thus, there has been a big rise in the number of people looking for more luxurious travel experiences.

Even though Europe and the US are still the traditional luxury travel destinations for Nigerians, they are now travelling to more diverse and exotic places in Africa and the Middle East.

Luxury travellers from Nigeria are moving away from typical sightseeing and toward more one-of-a-kind experiences . For this reason, there is more demand for customised itineraries, private journeys, and cultural experiences. 

Similarly, the rise of digital platforms now has a big effect on how people in Nigeria think about luxury travel. Influencers and content creators have a big effect on how people choose to travel.

The hospitality sector in Lagos has enhanced luxury offerings to cater to upscale travelers. The city boasts numerous private beach houses, villas, luxury resorts, and exclusive hotels for discerning travelers. 

Overall, over the years, a lot of Nigerian tourists have become luxury travellers. They want to see the world in a new way and enjoy the comforts of personalised experiences and high-class hospitality.

Domestic and Regional Luxury Travel 

Not all Nigerians enjoy domestic travel, given the economy’s recent downturn. It is likely that more people will choose to take trips that are closer to home due to the cost of travel. 

No, that does not mean they will be skipping long-distance trips or spending less on them; they will still be focusing on visiting luxury places across local and regional destinations. 

In 2024, luxury travel in domestic and regional destinations will flourish due to visa requirement changes for Nigerian travelers in African countries such as Kenya and Rwanda.

Leisure travel has surged with improved luxury experiences, accommodations, and transportation. Mauritius, Zanzibar, and Marrakech now attract a broader spectrum of Nigerian luxury travelers.

We have seen a steady rise in demand for luxury vacation packages and customised travel experiences for Nigerians looking to visit these regional destinations. 

Classic Destinations Still Hold the Crown

Paris, London, and Dubai may be timeless favourites, but the game is evolving for Nigerian luxury travellers. Despite visa challenges, experienced Nigerian travelers still manage to explore the magic of these iconic destinations.

Yet, there’s a shift in the air. Nigerian luxury-seekers eye Europe’s cool spots for 2024 summer trips in locations like Turkey, Monaco, and Switzerland. These places are appealing not only because of their weather but also because they offer unique experiences. 

In the Middle East, luxury travel has always been a thing, with its opulent offerings ready to captivate Nigerian travellers in 2024. Experiential escapes to Saudi Arabia and Lebanon are also on the rise, appealing to those who seek the extraordinary.

Yet in Africa, the call of the wild persists, making luxury safaris a favored option for Nigerian travelers. Nature-untouched landscapes, amazing wildlife, and the thrill of adventure continue to draw people who like the unusual.

And let’s not forget Singapore. This dynamic city-state is a top luxury destination for Nigerians, offering modern opulence, cultural richness, and delightful cuisine. In 2024, savvy Nigerian luxury travelers seek new destinations for a perfect blend of style and adventure, bypassing traditional vacation spots.

Private Travel is Fast Rising 

Private travel continues to dominate the travel scene, particularly among Nigerians, showcasing a growing trend even within our economy. 

Despite economic considerations, Nigerians are very willing to spend a lot of money on travel experiences.  Anticipated persistence in luxury international travel from Nigeria due to increasing year-round outbound trips. 

Younger generations, such as Generation Z and millennials, with higher disposable incomes, are confident travelers and major trend drivers.

Nigerians are able to afford more luxurious travel as their disposable incomes rise. This makes it easier for them to discover new places and improves their global experience.

Remote Working Lifestyle

Nigerians opt for remote work and travel, combining professional flexibility with sightseeing. Many Nigerians are now travelling during the day and working at night.  

Remote work is now easier and more efficient, thanks to technology. Professionals can work remotely from a beachside resort or a bustling city thanks to high-speed internet and collaboration tools.

The global shift toward hybrid work models has normalised remote work. Many international companies now employ Nigerians and offer flexible work arrangements, letting them balance work and travel. This newfound freedom allows Nigerians to combine work and travel for productivity and adventure.

Similarly, the development of travel infrastructure and lodging options also benefits remote workers. There is a growing ecosystem for remote workers, from exotic co-working spaces to upscale hotels with business amenities.

For authentic experiences and personal growth, Nigerians choose remote work to explore different cultures, cuisines, and landscapes. This trend caters to experience-seeking individuals aligning with society’s focus on experiential over material wealth.

Remote working is a luxury travel trend for Nigerians in 2024 and beyond due to technology, changing work norms, and cultural shifts. More Nigerians combining work and leisure will change travel, fostering exploration, productivity, and fulfillment.

The Rise in Family and Celebration Travel 

Nigerians on family vacations will seek more unforgettable experiences and lavish indulgence in 2024. Per TravelTank 2023 travel booking statistics, Nigerian families are increasingly booking luxury vacations with personalised services and immersive activities.

Nigerians want family vacations that combine relaxation and adventure. Luxurious coastal resorts and private villas in verdant tropics provide family-friendly memory-making experiences.

Nigerians also love to take celebration vacations to mark important events and party in style. Demand for premium travel celebrations—be they birthdays, anniversaries, or graduations—is increasing.

In 2024, affluent Nigerians will also put safety and privacy higher on their travel lists. They are choosing private transportation and exclusive accommodations to make sure they have a stress-free vacation. Luxury concierges and tailored trip plans enable seamless family travels catered to individual desires.

Nigeria’s affluent families are enjoying luxury travel experiences as demand for exclusive travel rises.

In 2024, luxury travel trends will shape our journeys and create unforgettable memories. For African safaris and European luxury vacations, our vacation team can create customised itineraries. 

Which trend resonates with you the most?

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The Top PR Firms in Luxury Travel

The best travel PR pros know better than to merely slice through the noise of trends that are as fleeting as a summer fling. It’s all about turning those micro-awe moments into unforgettable memories that redefine the story.

As the first true post-pandemic travel year ended, Design Hotels, an oracle of boutique hospitality trendsetting, dropped its inaugural tome analyzing it all: the Further Forecast . The 158-page report, made in collaboration with SOON Future Studies, peers into the soul of 2024's travel and culture vibe from the heady realms of healing escapes to the buzz of micro-awakenings and the psychedelic renaissance of therapy. Yet, this crystal ball doesn’t just gaze into the esoteric—it also zeros in on the everyday traveler's quandaries: the fast versus slow life paradox fueled by A.I., and a crash course in neuroaesthetics (because apparently, designing with emotion in mind is the next frontier). While the uninitiated might find it a bit much, this report is practically a treasure map for media specialists eager to whip up the next big wave in travel. And as Boeing continues to navigate its public relations Bermuda Triangle, the rest of us have a year's worth of successes to toast to—and an electrifying horizon to explore.

Public relations pros in the hotel and travel realms are already spellcasting to align with these revelations. Take the "ecology urgency" tsunami—travel's latest green wave—exemplified by GO PR 's unveiling of New Haven’s Breuer-designed Hotel Marcel , the first zero-emissions hotel in the U.S., which achieved over 11 billion impressions, not only catapulting the hotel into the spotlight but also flaunting PR's alchemy in spinning green dreams into headline gold. Founder Gizem Ozcelik ’s savvy, all-women ensemble didn't stop there, also conjuring up the Astrology Dinner Series at Society Cafe in The Walker Hotel Greenwich Village , a cosmic cure to the so-called "loneliness recession" of our times. Over at Meg Connolly Communications , the Fifth Avenue Hotel bash, starring Sarah Jessica Parker and a champagne cascade, amplified our thirst for closeness, luxury, and the elusive members-only aura we're all after. Meanwhile, Perowne International threw a gargantuan extravaganza for the nearly $2 billion makeover of the Raffles London at The OWO , redefining the art of grand openings. Not to be outdone, their Lake Como gem, Passalacqua , clinched the top spot at the inaugural World’s 50 Best Hotels Awards , proving their Midas touch isn't limited to just throwing lavish parties. 

As cozy as the post-Covid reunion tour of 2023 felt, the digital realm threw us a curveball with the ubiquity of A.I., which gave the travelverse a whole new makeover—and it’s not going anywhere. Behemoth OTA Expedia's flirt with ChatGPT even began dishing out customized travel advice, certainly just the appetizer in the banquet of A.I.'s future in our holiday plans. PR firms are riding this digital wave, flaunting their clients as the trailblazing builders of a tech-savvy hospitality world. But of course, the best of the best PR pros know better than to merely slice through the noise of trends that are as fleeting as a summer fling. It's all about turning those micro-awe moments into unforgettable memories that redefine the story. 

Visit our Power Index to view the entire 2024 PR Power Series.

The Top Luxury Travel PR Firms in 2024

August 28 studio, meg connolly communications, perowne international .

• Anne-Cécile & Kimberley Blanchot , Co-Founders/CEOs

In 2018, sisters Anne-Cécile Blanchot and Kimberley Blanchot launched August 28, a storytelling powerhouse straddling New York City and Paris that blends bilingual charm with bicultural bravado, becoming the go-to for brands seeking that transatlantic sparkle. “No U.S. agency within our competitive set boasts a French presence quite like ours,” Anne-Cécile Blanchot tells Observer. “While many have established bases in the U.K., the distinct cultural nuances and work ethic in France set it apart. Recognizing and aligning with these differences is crucial for us to effectively serve our French and European clients.” Their portfolio is replete with triumphs, like La Compagnie, the all-business-class airline that defied skeptics and soared with August 28's inventive tactics. They transformed the airline into a haven of creativity with a "Blue Friday" promo that raked in over 380 million impressions and bagged over $2 million in ticket sales. Then there's The Plaza, New York's iconic gem. August 28 crafted a media strategy for the "Defying Gravi-Tea" afternoon tea that was so magical that it not only toasted Wicked 's 20-year Broadway run but also cast a spell over the holiday season, bagging a whopping 1.7 billion impressions. Across the pond in Paris, they've made newcomer SO/ Paris the belle of the ball, thrusting it into the limelight during Paris Fashion Week 2023 with sky-high occupancy from English-speaking markets. As for the future, they're considering AI with a twinkle in their eye, ready to infuse their campaigns with a tech-savvy touch that still carries unmistakable French finesse. Bien joué, sisters, bien joué.

• Gizem Ozcelik , Founder

In just three whirlwind years, industry maven Gizem Ozcelik has catapulted GO PR to the pinnacle of innovation. Exhibit A: the launch of Hotel Marcel, the first net-zero emissions hotel in the U.S., which snagged over 11 billion impressions across a spectrum of media realms, from travel to business. This project, alongside collaborations with eco-conscious locales like Tourisme Montréal and Visit Faroe Islands, showcases GO PR's green streak. The agency's knack for fresh, buzzworthy campaigns sparkled in 2023 with the hotly anticipated revival of Dawn Ranch near Sonoma (racking up a whopping 693 million impressions in six months), and the monthly themed—not to mention sold-out—Astrology Dinners at Society Cafe in The Walker Hotel Greenwich Village. According to Ozcelik, it’s about looking beyond traditional hospitality PR goals. “We urge clients to pursue creative programming and partnerships that aim to make them a cultural hub in their communities,” she tells Observer. From brewing up a lasagna-flavored beer collab with Don Angie and Talea to maintaining a stellar client stickiness, exemplified by their work with Bridgeton, GO PR has proven itself as more than just an agency—it's the secret ingredient in its clients' success recipes. GO PR's blend of innovation, retention and flair is set to keep the agency on its upward trajectory, leaving a trail of dazzled clients and awestruck audiences in its wake.

• Gabriele & Andreas Sappok , Co-Owners

In 2006, Gabriele Sappok launched Imagine PR , and in 2014, her partner-in-crime (and life), Andreas, came aboard as managing partner, adding his personal style to the mix. With a crew as sharp as their passports are stamped, they've transformed their portfolio into a global treasure map of luxury and experiential travel campaigns. Their magic touch turned Tswalu, South Africa's vast private game reserve, into a star, landing the March 2024 cover story on U.K. Condé Nast Traveller despite a drought of visuals. The pair's collaboration with Quasar Expeditions charted a course to a five-page feature in Travel + Leisure 's November 2023 issue, cementing Quasar's reputation as a sustainable travel titan in the Galapagos. In a world where SEO reigns supreme, Imagine PR has seamlessly blended digital savvy with classic PR flair. Their campaign for ThirdHome, inspired by the 2023 Met Gala's Karl Lagerfeld theme, not only caught the media's eye but also skyrocketed the company's search engine ranking, highlighting a property once visited by Lagerfeld himself. “As the influence of SEO and algorithms on travel content grows, we've adapted our tactics to reflect this marriage of PR and SEO effectively," Gabriele Sappok tells Observer. "Because what good is fame if nobody can find you for what you do? And what good is being found if nobody trusts your brand name?” With 35 percent of their clients sticking around for over a decade, including 17 years with Singita and 14 with Natural Selection, the Sappoks have proven they're in it for the long haul. Their secret? A dash of imagination and a whole lot of spades.

• Meg Connolly , Founder

Meg Connolly's knack for making a splash is practically in her genes, and this year, she's added a dash of champagne to the mix. Take the grand opening of The Fifth Avenue Hotel, a campaign bubbling over with the effervescence of a freshly popped bottle of Dom Pérignon. This launch has already become a PR legend, marked by MCC's genius: a multi-layered press campaign that kicked off during Fashion Week with Oscar de la Renta's showcase in collaboration with Moda Operandi. This was just the appetizer for a media feast that devoured the A-list pages of WSJ Magazine and Architectural Digest . The icing on the cake? Sarah Jessica Parker's bubbly endorsement, a champagne waterfall that spilled over into coverage from Vogue to W Magazine . With Slater Gillin, their veteran SVP & Creative Director, at the helm, MCC boasts a retention record that's the envy of the industry, with Maybourne Hospitality (which includes iconic British properties like Claridge’s and the Connaught) in their fold since day one, a bond that's lasted over a decade. This kin-over-contract approach has drawn others into MCC's gravitational pull, including their latest triumph. “We recently began working with Meadowood Napa Valley,” Connolly tells Observer, “a client that has been on our vision board since the agency was launched 17 years ago.” Looking to the future, MCC is poised to broaden its ultra-luxury brand galaxy, with aspirations that glitter like a perfectly cut diamond, ensuring every campaign is a toast-worthy extravaganza.

• Jules Perowne , Founder/CEO 

In a world obsessed with the biggest and the glossiest, Jules Perowne begs to differ, leaning on word-of-mouth fame that luxury hospitality brands dream of. Her secret weapon? A pinch of wanderlust. Perowne’s team are globe-trotters by trade, embracing the ethos that to understand truly, one must see. This approach keeps them perfectly tuned to the desires of the world's most lavish travelers. The results speak for themselves: Raffles London, a $1.7 billion extravaganza with nine restaurants, three bars and hotel suites named after iconic figures like Winston Churchill. Not to mention their Lake Como treasure, Passalacqua, snagging the top spot at the inaugural World’s 50 Best Hotels Awards.  With long-standing clients like the Oetker Collection and the 750-year-old Hotel de L'​​Europe, plus exciting new additions like the 20-year-strong JK Place and its soon-to-open Milan property, Perowne's portfolio is more dazzling than ever. They're also teaming up with Borgo Santo Pietro in Tuscany, Canaves in Santorini and the trailblazing Auric Road in the U.S., adding more stars to their already glittering sky. Perowne's mantra? Back to basics. She's slicing through the noise, not just riding trends but creating them. "I'm constantly on the move—I think last year alone, I hit 82 flights,” Perowne quips. “It's during these travels that I sense the trends. My approach? I trust my gut. And I always say to my team, 'Cut the crap. What's the story? What's the headline? Is it genuine? Is it relevant?' Now, more than ever, those words—relevant, real—are absolutely critical." For Perowne’s clients, expect to be handed the tools to deftly carve your own niche in the luxury universe and thrive.

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Will 2024 Be the Biggest Travel Boom Year Ever?

A s we enter the latter portion of the first quarter of 2024, advisors are predicting what may be the strongest year the travel industry has ever experienced.

“As a company, we are on pace to double our 2023 goals in 2024,” said Crafty Getaways Chief Executive Officer Sam Yaffe. “Consumers are ready to spend and book with an expert. Our referral bookings are also on pace to double in 2024, as happy customers pass along our information to friends and family.”

Yaffe added that travelers are spending more on luxury vacations. “Whether it’s private tours, upgraded rooms or business class flights, most want an incredible experience,” he said.

In the view of TravelSalesGroup President and CEO Heather Di Pietro , luxury travel will gain further momentum this year. “My biggest prediction for luxury travel is that it will continue to be very strong and sales will continue to grow, making 2024 =our best year yet for luxury travel,” she said

“In our offices, some other segments are cooling just slightly as far as per person spend. Immediately post pandemic there was a huge demand for high-end experiences like private tours, luxury transfers and the best suites in the house.

“I think it was an after-effect of being stuck in their homes for such a long time. People who previously were not necessarily our usual luxury travelers were booking more customized, more expensive vacation experiences.”

Di Pietro added, “The luxury segment is always our strongest and that continues to be the case. It seems to be the last one to drop and the first one to recover when new challenges strike the hospitality industry. My luxury travelers are still calling and emailing in droves.”

The only caveat, she said, is that the cost of airfare to some destinations is making some mid-level luxury travelers hesitant to book vacations. “But for our higher-end, luxury travelers, nothing has changed. They are still wanting unique, custom experiences versus cookie cutter trips.”

Chris Caulfield, a CruiseOne franchise owner, also believes 2024 may be the biggest year ever for travel. “In many ways it has already hit that mark despite being so early in the year. Demand is high, as is pricing,” he said. “Many clients are already reserving 2025 to ensure they get the cruise they want and lock in pricing.”

Although Krouse Travel CEO/Director of Sales Vickie Everhart said the agency is off to a slower start in the first quarter of 2024 compared to the same period in 2023, she is nonetheless optimistic about business going forward.

“Requests have definitely picked up in March and I’m feeling confident that we’ll match or surpass 2023, which was our best year ever,” she said. The number of reservations might be fewer, but spending is higher, which is an ideal situation.”

Meanwhile, anecdotal evidence from advisors was reinforced by the 2024 State of Travel Report, which was published by Going, a company that conducts online searches for the best flights for its members. “The ‘revenge travel’ trend of 2022 and 2023 shows no signs of slowing, with 54 percent of respondents saying they’ll take even more international trips in 2024 than they did in 2023,” according to the report, which was conducted in November 2023 and included 2,695 respondents.

“More than half (54 percent ) of people plan to take more international trips in 2024 than they did last year and more than one-third (35 percent) plan to take more domestic trips,” the report found. “The vast majority of respondents plan to take at least two domestic and two international trips in 2024.”

The report also found that upward of “half (56 percent) of respondents plan to spend more on international travel this year than last, and nearly one-third (32 percent) expect to increase their spending on domestic travel.”

All things considered, as demand for more customized experiences continues to rise, consumers are increasingly understanding the value that advisors bring to the travel experience , advisors said. “Consumers are looking for unique, custom, out-of-this-world experiences and travel professionals have the expertise, partnerships and connections to get it done,” Yaffe said.

Amex Travel reveals the latest UK Travel Trends Of 2024

As the UK starts to look towards summer holidays, Amex Travel has revealed the top travel trends being embraced by British travellers this year.  The rise of the solo wellness trip: solo travel continues to be a rising trend, with lone getaways becoming more focussed on self-care. Throwing out the itinerary: spontaneous trips where not a single thing is planned in advance are on the rise, as people seek a break from an overly structured lifestyle. An eye on once-in-a-lifetime holidays: demand is high for memorable adventures, with many saving for a major trip at the expense of multiple smaller breaks.

The findings come from the new American Express Global Travel Trends Report which highlights the inspiration and trends driving travel bookings this year. The report surveyed 1,000 travellers from the UK, as well as travellers in the United States, Australia, Canada, Mexico, Japan and India.

Solo wellness travel emerged as a top trend for the UK travellers, with the majority (54%) of Brits planning to travel solo this year, while 30% will do two or more trips. Relaxing and self-care is the name of the game, with one in five travelling on their own to escape their chaotic daily lives (22%) and to reconnect with themselves (18%) as some of the top reasons to consider a solo trip. When it comes to the types of solo travel trips, one in four (25%) are choosing a classic city break, one in five (20%) want a relaxing solo beach or island getaway, and more than one in 10 (13%) would like to go on a solo trip centred around wellness activities such as a spa or yoga retreat.

Spontaneity is also key in 2024, with more than half (53%) of Brits agree that they would take a trip without planning a single activity until they get to their destination, while 46% are interested in booking a last-minute holiday in 2024. Seven out of ten (70%) agree that they like to leave unplanned time in their trip to experience local culture and activities, and a third (35%) even like to explore other cities than where they are staying.

Transformative once-in-a-lifetime holidays are in. Half (49%) of Brits agree that they are more interested in taking a major trip this year than they have been in the past, leading 53% to agree that they are saving up for a major trip this year, while 44% agree that they are prioritising one major trip over smaller holidays in 2024. One in four (27%) are going on a major trip because they want to check something off their bucket list, while 24% want to fully immerse themselves in the local culture and 20% want to push themselves out of their comfort zone by trying something new as top reasons among those planning on taking a major trip in 2024.

UK firms plan to increase business travel in 2023

American Express and Marriott Bonvoy launch new Bevy Card and enhance luxury…

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Moscow Tours & Travel Packages 2024/2025

63 moscow trips. compare tour itineraries from 45 tour companies. 308 reviews. 4.7/5 avg rating., popular moscow tours.

St Petersburg & Moscow in Style - Winter

• Explore the majestic St Petersburg & Moscow on private city tours
• Admire the rich Russian history, art and architecture
• Travel to Moscow on a highspeed train
• Enjoy the local cuisine in stylish restaurants

Golden Ring of Russia

Lower Volga Voyage

• Visit magnificent Red Square and Kremlin and examine the collection at theKremlin’s State Armory.
• Experience Russia’s diverse musical traditions at lively folk music performances
• Explore Volgograd, the site of the decisive battle of World War II’s eastern front

Best of Russia

Volga Dream Russian River Cruise

Highlights of Russia

St Petersburg & Moscow in Style - Summer

White Russian - 7 days

• Discover Moscow's UNESCO-listed Red Square, home to spectacular St Basil’s Cathedral, Lenin's Mausoleum and the historic GUM Department store
• Explore the grounds of Moscow's mighty Kremlin, with its numerous governmentbuildings, gold-domed cathedrals and the giant tsar bell
• Celebrate New Year's Eve in Moscow!
• Take in the highlights of St Petersburg including a guided tour of the exquisite Church on Spilled Blood, Peter & Paul Fortress and Cathedral
• Take a guided tour of the remarkable Hermitage Museum at the Winter Palace

All Moscow , expedition cruises, self guided adventures and vacation packages. Find the best guided and expert planned vacation and holiday packages. Read more about Moscow

Small Group Moscow Tours

Vodka Shot - 6 days

• Explore the beautiful city of St Petersburg, including the exquisite Church on Spilled Blood, Peter & Paul Fortress and Nevsky Prospekt
• Marvel at the dazzling array of art and exhibits in the world-famous Hermitage Museum, at the Winter Palace in St Petersburg
• Discover a lavish residence of the tsars on a day trip to Catherine Palace at Tsarkoe Selo (winter: mid-October to April) or Peterhof Palace and gardens (summer: May to mid-October)
• Take in the highlights of the capital on a walking tour, visiting Moscow's famous Red Square, home to the historic GUM Department Store, Lenin’s Mausoleum and spectacular St Basil’s Cathedral
• Take a guided tour of the Moscow Kremlin, Russia’s political power house. Stroll around the grounds of this fortified complex, visit the Kremlin's cathedrals and see the mighty Tsar Bell

Route of the Romanovs - 10 days

• Learn about the last days of the Romanovs in Yekaterinburg, visiting the sites where Tsar Nicolas II and his family were assassinated and buried
• Straddle two continents at the famous obelisk Europe/Asia border marker in Yekaterinburg
• Experience the Trans-Siberian railway on an overnight train journey from Moscow to Yekaterinburg

New Year's in Moscow - 9 days

• Visit Catherine Palace at Tsarkoe Selo on Christmas Day and marvel at the incredible Amber Room
• Spend a night in Novgorod, an ancient city by the Volkhov River - explore the kremlin, cathedral and other sights and enjoy a traditional Russian banya (sauna)

Back in the USSR - 7 days

Russian Revolution - 9 days

• Visit historic Novgorod, an ancient city which straddles the Volkhov River. Explore the attractive riverside kremlin and experience a traditional Russian banya (sauna)

The Snowball - 6 days

• Visit Catherine Palace at Tsarkoe Selo and marvel at the incredible Amber Room

Mood for Moscow - 4 days

• Head underground to visit a Stalinist-era Soviet Bunker on an optional excursion
• Stroll to the vibrant Izmailovo Market, which lies behind the walls of an ancient Kremlin, and shop for an array of souvenirs

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Future fashion cities: Paris to overtake New York?

By Annachiara Biondi

Paris is expected to overtake New York to become the number one city for relevance and potential in the global fashion industry by 2025, according to IFDAQ Global Cities Consumer IPX (Index). The likelihood is that London will rise to third place, surpassing Milan, the research says.

IFDAQ Global Cities Consumer IPX (Index), exclusive to Vogue Business , evaluates global cities according to four dynamic-weighted key factors, including general economy, fashion economic performance, market capitalisation and industry influence. These factors take into account infrastructure, GDP, brand presence, wealth, consumption power and creative power.

Paris is likely to reap the benefits of Brexit, including faster European Union integration and less competition from London, according to Frédéric Godart, co-CEO of IFDAQ and associate professor of organisational behaviour at INSEAD. “The competition with London was fierce, but now that London is out, Paris is going to be the de facto economic capital of the EU,” he says. New York is losing traction economically, partly because of the US-China trade war, says IFDAQ co-CEO Daryl de Jorí.

A further boost for Paris, defining it as the world centre of luxury, is the ever-increasing dominance of Paris-based conglomerates LVMH and Kering. Godart makes the comparison with Silicon Valley’s dominance of technology. “It's a classical capitalist concentration dynamic, a clustering effect.”

The French capital’s central role seems assured. “Paris has the allure, the glamour and is the home base for two huge influential fashion groups that anchors it,” says Julie Gilhart, industry veteran and chief development officer of Tomorrow Consulting. “In my fashion history I’ve seen Milan, London and New York going up and down. The only thing that remains pretty solid is Paris.”

By Lucy Maguire

By Maliha Shoaib

By Laure Guilbault

In 2019, the world’s 10 largest luxury companies, led by LVMH and Kering, increased their share of industry revenue , accounting for 51 per cent of all sales by the top 100 companies. The Covid-19 pandemic has since accelerated luxury polarisation, with high-performing companies weathering the storm while smaller players struggled. Analysts say these conditions provide fertile grounds for M&A , with market consolidation to the benefit of the biggest players. “Paris is still taking a lot of advantage from its last 20 years of mergers,” says de Jorí. Since 2000, LVMH and Kering between them have acquired or bought stakes in more than 10 leading luxury brands.

London versus Milan

The rise of London over Milan is a less straightforward story and might reflect a progressive weakening of Milan’s status rather than a strengthening of London’s role, says Godart. While both cities are facing economic uncertainties ranging from the impact of Brexit to the economic hit of the Covid-19 pandemic, London has a more dynamic economy. “For London, it’s much more of a temporary [challenging economic] state and we believe it will soon recover, while Milan never really recovered from the economic crisis of 2008,” says de Jorí. “The Italian economy is too weak to build more traction and interest from brands.”

By Christina Binkley

The Italian fashion industry and the country’s wealth are also distributed among different cities, including Florence, Venice and Rome, rather than concentrated in one place, as in London and in Paris. Godart says that the “concentration effect” is absolutely critical for the relevance of cities such as Paris, London, Tokyo and Moscow. Besides Italy, Spain, Germany and China are all examples of countries where power is shared between two or more cities.

David Gilbert, professor of urban and historical geography at Royal Holloway, University of London, who has researched the geographies of fashion, says London appears the most vulnerable of the four capitals because it derives its status not from the luxury brands based there but from its reputation as a source of edginess and innovation. “London, more than the others, depends on that churn of ideas. You can imagine another city doing the same things that London does in terms of creativity, innovation and avant-garde,” he says. Post-Brexit, rising prices and economic uncertainties could well squeeze independent designers out of the city.

The role of fashion weeks

In the IFDAQ Index, Paris, New York, London and Milan will maintain their dominance until at least 2030. But the Index predicts a gradual decrease in importance as other cities step up their influence — including Tokyo, Los Angeles, Shanghai and Moscow.

A key factor is the likely continuing global impact of the four cities’ fashion weeks, says Godart. These will endure despite current industry debates over the fashion calendar and the future of fashion weeks . “To some extent they will evolve: there will be more diversity and other fashion capitals, but you don’t change institutions in one year,” Godart says. He notes that the four fashion capitals retain the necessary infrastructure and organisational experience — as well as the luxury brands — to trigger the most interest on a global scale.

Gilbert says that in the early 2000s it was commonly anticipated that the future fashion order would shift towards cities such as Shanghai, Mumbai or São Paulo. Instead, the traditional order has reasserted itself over the past 20 years. “Those fashion capitals are locked in symbolically in a way that almost becomes self-fulfilling,” he says. “As long as the global elite looks at those places as markets with elite status, that stays in place.”

Gilhart is wary of making long-term predictions, particularly after the Covid-19 pandemic has led to industry reevaluation of the structure and meaning of fashion weeks. “Covid has made us rethink everything, including what is valid about fashion week and what it’s not,” she says,

She adds that cities that might seem less relevant now could become important again by developing new formats or launching new trends. Shanghai is well positioned to become a force thanks to an abundance of talent and creativity. Launched in 2001, Shanghai Fashion Week has steadily increased its relevance on the global fashion calendar, attracting international buyers with shows that mix new local talents and international brands eager to tap into the Chinese market. The showcase was the first to return as a largely physical event in October 2020 after the Covid-19 pandemic disrupted the international show calendar. “We will see a time when New York, London, Milan, Paris and Shanghai will be equally as relevant,” Gilhart predicts.

Moscow: City to watch

Moscow may be a significant city to watch. It is forecast to grow in importance for the fashion industry, surpassing Shanghai in 2026, according to the IFDAQ Global Cities Consumer IPX (Index). De Jorí says the core reasons why Shanghai will plateau in the Index include a decrease in Chinese consumer purchasing power as population growth slows as well as likely slower growth patterns both in salaries and in GDP.

The concentration of wealth and consumption in Moscow will boost its rise in prominence. In Russia, the capital city accounts for more than 70 per cent of luxury consumption, contrasting with China where luxury consumption and wealth are spread among many first-tier cities. Anna Lebsak-Kleimans, CEO of Fashion Consulting Group Russia, adds that luxury brands rarely open stores beyond three cities in Russia — Moscow, Saint Petersburg and Sochi.

European and American luxury brands dominate the Russian luxury sector. Moscow has hosted its own fashion week, Mercedes-Benz Fashion Week Russia, since 2000, but local fashion businesses remain small and mostly focused on the local market, says Lebsak-Kleimans. But she notes that segments of the local fashion market, such as modest wear and eco-friendly underwear, have developed fast in the last six years, boosted by direct-to-consumer e-commerce and more government support for local industries after US sanctions imposed in 2014.

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The Top Trends Inspiring Travel in 2024

This is shaping up to be another monumental year for travel, and already some significant trends are emerging.

American Express Travel recently released its 2024 Global Travel Trends Report, revealing that 84 percent of respondents are planning to spend more or the same amount of money on travel in 2024 compared to last year.

What’s more, 77 percent care more about having the right travel experience than about the cost of the trip.

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Three-quarters of respondents who plan to travel to a sporting event in 2024 will spend at least three hours getting there and most (58 percent) will be traveling for soccer, basketball or Formula 1 racing.

Making Travel a Priority

Traveling solo, traveling on a whim.

The study found that millennials and Gen-Z travelers are more likely to book a last-minute trip, with 77 percent having done so before compared to 65 percent of Gen-X and 52 percent of baby boomers.

“People are traveling to make memories in 2024. While everyone’s motivation for booking a trip is unique—whether it’s taking a solo getaway to recharge or embarking on an expedition cruise or safari—the trips that are trending are sure to be transformative, and our American Express Travel Consultants are here to build dream itineraries and help every step of the way,” said American Express Travel President Audrey Hendley.

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The 6 Biggest Bag Trends of Fall 2024

There’s a lot of color and a little bit of chaos

The biggest bag trend from the Fall 2024 fashion shows is actually wearing your bag. These days, nobody wants a purse just to store in the closet like some kind of trophy. Instead, the best bag is one you can incorporate into your daily life.

Maybe it’s a tote overflowing with shoes and an extra outfit, à la Miu Miu, or dangling with charms that reflect your personal style, like at Coach. If you can manage to wear out the leather the way the Olsen twins do with their Birkins or Balenciaga City bags, that’s even better. A lot of designer bags will even do it for you: Intentional crinkles and scuffs were seen all over the Fashion Month runways, from Balenciaga to Prada.

Of course, if you’re looking for a bag to invest in for next fall, you’re probably considering the cost per wear. Thankfully, the big trending bags from the Fall/Winter 2024 show are the kinds you’ll want to carry over and over and over again.

Read on for our favorite bag trends for the upcoming fall season, along with styles you can buy right now to get a jump on the look.

Bags in Split-Pea Green

Red continues to dominate the runway as the accent color of choice, but a new shade of green isn’t far behind. In the last couple of seasons, Prada and Miu Miu each offered bags in quirky pea green. It’s not the color you think of when you envision something as serious as a designer carryall, but as seen on the runways at Gucci and Fendi, it is just as energizing as a pop of red. If anything, it adds a bit of necessary wackiness, making every look feel unexpected in the best possible way.

Shop Green Bags

Miu Miu Nappa Shoulder Bag

Givenchy Voyou Party Shoulder Bag

Loewe Flamenco Clutch

Ferragamo Hug Top-Handle Bag

Kiko Kostadinov Trivia Shoulder Bag

The return of the bucket bag.

With oversize bags everywhere, micro bags feel like a true relic of runways past. The bucket bag, though—a hot silhouette from the mid-2010s—is making a comeback in the most bite-size proportions. At Ulla Johnson, models dangled suede bucket bags from two fingers as they sauntered down the runway. At Gucci, the trend took a slightly different shape, structured more like a vintage makeup bag. The best thing about the look is how you can’t just toss it over your shoulder; you have to be fully present when wearing it. It’s a bag that demands everyone’s attention, including your own.

Shop Bucket Bags

The Row Leather Tote

Banana Republic Suede Tote

Prada Re-Edition 1978 Mini Bag

Tory Burch Fleming Bucket Bag

JW Anderson Corner Bucket Bag

Bags made to have and to hold.

Shop Carryall Bags

Prada Re-Edition 1978 Two-Handle Bag

Ferragamo Hug Tote

Khaite Maeve Tote

Miu Miu Leather Top-Handle Bag

Loewe Amazona 28 Tote

A little ladylike pocketbook.

What happened to the pocketbook? The term is rarely used to describe handbags anymore, because most recent styles don’t possess that dainty, ladylike energy … until now. For her most recent show, Anna Sui sourced vintage tapestry and chenille brocade handbags. At Sandy Liang, models used both of their gloved hands to parade a small bag adorned with a bow ( of course ) down the runway. The polished look is enough to make you yearn for simpler times, when you’d just need to pack a little book instead of your cellphone.

Shop Ladylike Bags

Gucci Bamboo 1947 Super Mini Bag

Sandy Liang Milano Bag

Vivienne Westwood Granny Frame Bag

Simone Rocha Micro Egg Clutch

Maison Margiela Micro Bag

Bags that make you (literally) feel something.

At Simone Rocha, models carried what appeared to be fluffy stuffed animals, often with beady red eyes. As it turns out, the creatures were modeled after the church grim , a guardian spirit figure of English folklore that is said to protect holy ground from the devil. And while “accessories shaped like children’s toys that are actually inspired by dark lore” was not a trend on the runway, bags with a similar fuzzy texture certainly were. At Prada, they were adorned with bright feathers. At Loewe, the popular squeeze bag was covered in intricate beading, like a bumpy floral portrait on leather. Even at Tory Burch, bags were less sleek than normal, with straps encasing flap bags like a small basket. What everyone wants right now is not just a bag to hold, but one to actually touch as well.

Shop Textured Bags

Dries Van Noten Twister Top-Handle Bag

Loewe Flamenco Shearling Bag

Miu Miu Hobo Bag With Synthetic Crystals

Chanel Raffia Flap Bag

Bottega Veneta The Pouch

Oversize bags overflowing with life.

Oversize bags have been popular now for a couple of seasons. But there has been a recent shift in how they’re styled. At first, bags were big, but completely zipped and sealed. They offered a nice, polished solution for carrying everything you need in your daily life. But last season there was a noticeable shift at Miu Miu, where Miuccia Prada found beauty in an overstuffed bag, with a change of clothing and shoes hanging out the side. As I wrote in my review of the show , “Mrs. Prada knows that to be a woman is sometimes to carry a change of outfit in your bag, so you can transform into another version of yourself that you are already expected to be.”

Now, this idea is everywhere. Bags are starting to reflect not a compartmentalization of life but the bustling nature of it. It’s as if they’re giving you permission to be your full, messy self. At Prada, bags had smaller fabric bags tied around the handle. At Tory Burch, straps were left undone, allowing flaps to fling open down the runway. And at Coach, funky personality tchotchkes dangled from purses, loading them up with personality.

Shop Big Bags

Rick Owens Adri Bag

Saint Laurent ES Travel Bag

Prada Leather Handbag

Balenciaga Superbusy Sling Bag

Maison Margiela 5AC Classique Tote

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