Luxury travel is still on a tear.
The global luxury travel market is estimated at $1.48 trillion in 2024 and projected to reach $2.36 trillion by 2030 (CAGR ~8.2%).
And on the ground, luxury sales momentum is real: Virtuoso reports +12% overall sales in Jan–Jun 2025 vs. 2024, with hotel sales up ~26% and big-ticket cruise bookings (>$50,000) up ~43% year over year.
Business jets are busy too—global bizjet departures hit record weeks in summer 2025 and are up vs. 2024.
Key stats: Luxury Tourism
- USD 1.48 trillion — that’s the estimated size of the luxury travel market in 2024.
- Expect it to nearly double to USD 2.36 trillion by 2030 (CAGR ~8.2%).
- Other forecasts are even more ambitious: one projects USD 4.83 trillion by 2032.
- Europe is dominant, holding ~34%+ of the global luxury travel share in 2024.
- Safari & adventure luxury remains a standout segment among ultra-high-end travel styles.
- Hilton’s luxury arm is expanding fast — over 500 luxury properties worldwide as of 2024.
- In Italy, luxury tourists—though few—contribute a quarter of total tourist spending and spend about 9× more than average tourists.
- 2025 is shaping up as a standout year: bespoke journeys, immersive cultural experiences, and authenticity are key drivers in luxury travel demand.
- Luxury travelers today look for experiences beyond “just a luxury hotel” — they want stories, personal touches, and destinations with meaning.
“People are continuing to prioritise travel. That’s a powerful vote of confidence in our sector and a sign of its enduring strength.”
— Julia Simpson, President & CEO, WTTC
What are the headline luxury travel stats right now?
- Global market size (2024): $1.48T; $2.36T by 2030 (CAGR 8.2%). (Alt. estimates range higher, see table.)
- Virtuoso (H1 2025): overall sales +12%; hotels +~26%; ADR $1,575 (+9.9% YoY); >$50k cruise bookings +43%.
- Business aviation: global bizjet activity set record weeks in Aug 2025; +4% vs. the same week in 2024; +2.7% YTD through Aug.
- U.S. luxury hotels: segment has out-performed much of the market in late 2024/2025 snapshots; e.g., Hawai‘i Luxury RevPAR $616 (+9.2% YoY) in July 2025.
Note: Market-size estimates vary because researchers define “luxury travel” differently (e.g., including/excluding premium tours, safari, yachts, private aviation, ultra-luxury hotels). Where possible, I show multiple credible sources side-by-side.
How big is the luxury tourism market (and why do estimates vary)?
Most analysts agree luxury travel is $1–2.5T+ today, growing at high-single-digit CAGR this decade. Differences come from scope (e.g., purely high-end leisure vs. broader “premium” categories).
Global Market Size (selected sources)
| Source | Base Year | Market Size | Forecast | CAGR |
|---|---|---|---|---|
| Grand View Research | 2024 | $1.48T | $2.36T (2030) | 8.2% |
| Fortune Business Insights | 2024 | $2.51T | $4.83T (2032) | 8.56% |
| Allied Market Research | 2023 | $0.89T | $2.15T (2035) | 7.4% |
Bottom line: whether you pick the conservative or aggressive model, the message is the same—steady, resilient growth powered by affluent travelers buying experiences over things.
Who is the luxury traveler in 2025?
Affluent families and multi-generational groups are driving much of the demand, alongside HNW and UHNW travelers.
Virtuoso’s 2025 Luxe Report highlights continued strength in family, celebration, multigenerational and adventure cruising, with Italy, Greece, France, Japan and Portugal (rising) among the top picks.
Climate-aware “coolcations” (Antarctica, Norway, Iceland) also stay hot.
“Travelers, especially Millennial and Gen Z, are motivated to book thoughtful, meaningful trips this year.”
— Audrey Hendley, President, American Express Travel
Are luxury hotels still outperforming?
Short answer: yes, broadly—though week-to-week volatility exists.
- STR’s late-2024/2025 commentary shows Luxury often leading RevPAR gains versus midscale segments in the U.S.
- Hawai‘i Luxury Class RevPAR reached $616 in July 2025 (+9.2% YoY), underlining price power at the top end.
- Global weekly reads show mixed patches, but luxury rate integrity remains strong in many markets.
Luxury Lodging Snapshot (recent reads)
| Indicator | Latest |
|---|---|
| Hawai‘i Luxury RevPAR (Jul 2025) | $616 (+9.2% YoY) |
| U.S. luxury trend (late 2024) | Led RevPAR growth vs. midscale tiers |
| Global weeklies (Aug 2025) | Luxury RevPAR +4.4% in a recent read; pockets of softness elsewhere |
What about high-end experiences—cruises, villas, private aviation?
Cruise (luxury/expedition): Virtuoso’s 2025 week reported cruise sales +9.3% (H1) and +15.9% in H2 pacing; >$50k cruise bookings +43% YoY. ADR across luxury trips averaged $1,575 (+9.9%).
Private aviation: WINGX shows record bizjet weeks in July–August 2025 and +4% vs. the same late-August week in 2024; YTD +2.7% by mid-September.
These data points line up with the “upgrade” mindset: privacy, space, service and time-savings remain compelling for affluent travelers.
Where are luxury travelers going?
Per Virtuoso’s global advisor survey for 2025, the top international destinations include Italy, Greece, France, Japan, Croatia; Portugal is “on the rise,” and Antarctica/Norway/Iceland are trending under the “coolcation” umbrella. Paris, Barcelona, Rome, London, Tokyo lead city picks.
Is sustainability a real factor at the top end?
Yes—68% of luxury travelers say recent world events pushed them to travel more responsibly (Virtuoso survey).
Popular choices include avoiding over-touristed places, choosing operators employing locals, and wildlife & land conservation experiences.
U.S. lens: how big is “luxury” at home?
Grand View Research sizes the U.S. luxury travel market at $397.9B (2024), with a path to $634.3B by 2030 (CAGR 8.2%).
That aligns with what U.S. hotel data and high-end agencies are seeing: rate resilience and ongoing demand at the top tier.
Quick tables
A) Market size at a glance
| Source | 2023/2024 Size | Forecast (Year) | Notes |
|---|---|---|---|
| Grand View Research | $1.48T (2024) | $2.36T (2030) | Global |
| Fortune Business Insights | $2.51T (2024) | $4.83T (2032) | Global |
| Allied Market Research | $0.89T (2023) | $2.15T (2035) | Global (narrower scope) |
| GVR – U.S. only | $397.9B (2024) | $634.3B (2030) | United States |
B) Virtuoso H1 2025 performance
| Metric | H1 2025 vs. H1 2024 |
|---|---|
| Overall sales | +12% |
| Hotels | +~26% |
| Cruise sales | +9.3% |
| ADR (all leisure, avg) | $1,575 (+9.9%) |
| Cruise bookings >$50k | +43% |
C) Private aviation pulse
| Period | Global bizjet activity |
|---|---|
| Week 34 (Aug 18–24, 2025) | +4% YoY vs. 2024 |
| Week 35 (Aug 25–31, 2025) | near-record; +10% YoY |
| Jan–Aug 2025 (YTD) | +2.7% vs. 2024 |
What trends will shape luxury travel next?
- Experience > things: culinary immersion, wellness, soft adventure, and expedition cruising keep rising.
- Climate-aware routing: “coolcations” and shoulder-season shifts to avoid heat and crowds.
- Advisor value: concierge-level planning, safety, and access drive a 76% rise in consumers seeking advisors on Virtuoso.com.
Luxury Tourism FAQ
How big is luxury travel in 2025?
Most credible models put 2024 at $1.48T–$2.51T, with growth tracking ~7–9% CAGR into the early 2030s.
Are travelers still upgrading?
Yes. H1 2025 luxury sales +12%, hotel bookings +~26%, and >$50k cruise bookings +43% among Virtuoso clients.
Is private aviation growing or slowing?
Growing modestly: record summer weeks and +2.7% YTD activity through Aug 2025.
What destinations top the list?
Italy, Greece, France, Japan—with Portugal rising and Antarctica/Norway/Iceland hot for “coolcations.”
Sources
- Grand View Research — Luxury Travel Market Size & Forecast (2024–2030)
- Grand View Research (Horizon) — Global Luxury Travel Market Outlook (segmentation)
- Fortune Business Insights — Luxury Travel Market: 2024 Size & 2032 Forecast
- Allied Market Research — Luxury Travel Market to $2.15T by 2035
- Virtuoso — 2025 Luxe Report (top destinations & trends)
- TravelAge West — Virtuoso Luxury Travel Trends (sales +12%, hotels +26%)
- Seatrade Cruise News — Virtuoso Cruise Sales & >$50k Bookings +43%
- WINGX — Record August & Highest Weekly Jump (bizjet activity)
- WINGX — Global Business Jets Grow 4% (Week 34, 2025)
- AIN Online — Global Business Aviation Shows Resilient Growth (YTD +2.7%)
- STR — U.S. Hotel Commentary: Luxury Outperformance
- Hawai‘i Tourism Authority (via STR) — July 2025 Hawai‘i Hotel Performance (Luxury RevPAR)
- Virtuoso / TravelPulse — 68% Travel More Responsibly
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