Internova Travel Group Reveals 2025 Luxury Travel Trends in the U.S., Highlighting Growth in Group Demand, Luxury Cruising, and Privacy-Driven Experiences

Published on December 5, 2025

Internova Travel Group, one of the world’s largest travel services companies, released its highly anticipated year-to-date luxury booking insights at the ILTM Cannes event. These insights reveal valuable trends about how high-end travelers are spending their money, where they are traveling, and what they prioritize most as luxury travel continues to evolve on a global scale. The data, based on real bookings made by Internova’s global network of luxury travel advisors, highlights strong international demand, a growing appetite for privacy, immersive destinations, and continued investment in premium air and sea travel.

2025 Luxury Travel Trends: Key Findings from Internova

Internova’s 2025 luxury travel findings shed light on the shifting preferences of high-end travelers and provide a glimpse into the future of the luxury travel industry. These insights reveal several key trends that have emerged as dominant forces in the luxury travel market, from destinations gaining popularity to specific types of luxury experiences that travelers seek out.

Europe Remains a Dominant Luxury Market

As expected, Europe continues to be one of the strongest luxury travel markets globally. Year-to-date bookings indicate a strong demand for luxury accommodations and experiences in the region. Luxury travelers are drawn to the timeless appeal of European cities and scenic destinations, making it one of the top choices for high-end travelers seeking culture, history, and exclusivity. European destinations are likely to maintain their position as the leading luxury market for the foreseeable future.

Expanding International Growth in Japan

Japan’s luxury travel market has been experiencing impressive growth, especially beyond the traditional capital city of Tokyo. According to Internova’s booking data, demand has expanded into other cities such as Osaka, reflecting a growing interest in Japan’s rich culture, unique landscapes, and luxury experiences. Japan is quickly becoming one of the most sought-after destinations for high-end travelers looking for both luxury and cultural immersion, with many travelers seeking out Japan’s world-class accommodations, fine dining, and luxury shopping.

Caribbean Remains a Consistent Luxury Favorite

The Caribbean continues to be one of the most consistent and popular luxury leisure regions globally. Year after year, the Caribbean remains a favorite destination for high-end travelers seeking tropical escapes, luxury resorts, and exclusive experiences. Known for its stunning beaches, vibrant culture, and luxurious all-inclusive resorts, the Caribbean maintains its status as a luxury leisure destination of choice.

Rise in Sustainable, Nature-Driven Luxury Travel

Sustainability continues to gain traction in the luxury travel sector, with an increasing number of travelers seeking out nature-driven luxury experiences. Destinations like Patagonia, Atacama, and the Galápagos Islands are becoming more popular among luxury travelers who value sustainable practices and want to immerse themselves in pristine natural environments. Luxury travelers today are not only looking for opulence but also a meaningful connection to nature and the environment, making eco-friendly luxury travel a growing trend.

Luxury Cruising Surges in Popularity

One of the most notable trends in luxury travel is the continued growth of luxury cruising. The luxury cruise market is booming, with bookings up by 8% year over year. The average luxury cruise booking now exceeds $20,000, reflecting a growing demand for premium cruising experiences. For travelers looking for more privacy, the average yacht booking has increased by nearly 20%, with prices now averaging $38,000. This surge is driven by a desire for private, fully customized travel experiences at sea, offering high-end travelers the luxury of privacy and personalized service.

Expedition cruising, particularly to remote and exclusive locations like Antarctica, remains one of the fastest-growing segments within luxury cruising. High-end travelers are increasingly seeking out immersive, once-in-a-lifetime journeys to the ends of the Earth, with luxury expedition cruises offering a unique blend of adventure, comfort, and exclusivity.

Premium Air Travel: Dominating Luxury Travel Spend

Premium air travel remains a dominant force in luxury travel, with 63% of all air travel dollars being spent in the front of the plane. Internova’s $4.5 billion global air program has shown that high-end travelers are increasingly prioritizing luxury air travel as part of their overall travel experience. Whether it’s first-class cabins, private jets, or exclusive airport services, premium air travel continues to be a key component of luxury travel, providing comfort, convenience, and status.

How Internova is Shaping the Future of Luxury Travel

Internova Travel Group is playing a key role in reshaping the luxury travel landscape by offering exclusive programs and services that provide travelers with unparalleled access and personalized experiences. Through initiatives such as CURATED Hotels & Resorts and SELECT In-Country Partners, which are only available through Internova’s advisors, travelers gain access to a handpicked selection of exceptional stays and expert local guides. These programs offer a level of exclusivity that sets Internova apart from other travel services providers.

Internova’s luxury offerings also extend to private air travel, with one of the most robust premium air programs in the industry. The company’s own private air offering provides unparalleled flexibility and comfort in the skies, ensuring that travelers enjoy the utmost convenience and luxury during their journeys. By leveraging its global scale, Internova is able to provide elevated perks, priority access, and highly personalized services that travelers simply cannot find elsewhere.

The Shift Toward Privacy and Personalization

As Albert Herrera, Executive Vice President of Partner Relations at Internova, explains, privacy has become one of the most valuable currencies in luxury travel today. From private yachts and island takeovers to exclusive expedition ships, travelers are increasingly seeking deeply personal and meaningful experiences. Internova’s expert advisors are at the forefront of making these desires a reality, ensuring that every journey is tailored to the individual needs and preferences of each traveler.

Internova’s Presence at ILTM Cannes

At ILTM Cannes, Internova showcased its commitment to the luxury travel market by bringing together 150 luxury advisors from leading travel brands, including ALTOUR, Global Travel Collection, and In The Know Travel Experiences. The company’s senior leadership was also present to discuss how Internova continues to evolve alongside the ever-changing luxury traveler. Internova’s participation in this prestigious event underscores its position as a leader in the luxury travel industry, providing exclusive, high-touch travel services to its clients.

About Internova Travel Group

Internova Travel Group is one of the largest travel services companies globally, with a portfolio of leading brands that deliver high-end, personalized travel expertise. The company represents more than 100,000 travel advisors across 80+ countries and manages leisure, business, and entertainment travel services. Recently named to Forbes’ Most Trusted Companies in America 2026 list, Internova is the only travel services company to receive this honor.