Why Luxury Travel to the U.S. Is Growing In 2025

Published on August 16, 2025

Even with headwinds hitting the larger U.S. tourism market, luxury travel to the country is booming. This seeming contradiction topped the agenda at the 2025 Virtuoso Travel Week in Las Vegas, where leaders from across the sector met to chart tomorrow’s path and to spot trends that are already moving the travel game in fresh directions.

Looking ahead, the overall number of overseas arrivals to the U.S. is expected to dip next year, but high-end travel tells a brighter tale. Virtuoso’ s most recent figures show that luxury sales to the U.S. climbed 4 percent, and certain travel windows are up much more. Autumn reservations jumped 27percent, and festive-season travel is ahead 38 percent year over year. This strong pick-up highlights the U.S. luxury market’s ability to bounce back, especially with wealthy travelers who are hungry for one-of-a-kind and tailor-made journeys.

The Resilience of the U.S. Luxury Travel Market

Despite facing a drop in international visitors, the luxury market in the U.S. remains robust. The demand for high-end travel, often characterized by exclusivity, bespoke services, and lavish accommodations, continues to thrive. Virtuoso’s findings show that luxury travel bookings are on the rise, especially during traditionally quieter periods like the fall and holiday season. Travelers from key markets such as Australia and Canada are particularly driving this growth, seeking curated experiences that reflect both comfort and sophistication.

This growth comes at a time when global tourism faces broader challenges. With shifting travel patterns, political tensions, and other factors leading to a decrease in overall international arrivals, the U.S. stands out as an anomaly in the luxury travel sector. Travelers from around the world still find it irresistible, particularly those drawn to the culture, luxury amenities, and tailor-made experiences that America offers.

Changing Demographics in Luxury Travel

One of the more notable shifts in the luxury travel market is the rising influence of Wander Women and e-millies. Wander Women, a movement led by independent female travelers, now represent 68 percent of solo adventurers globally. A significant portion of these travelers is women over the age of 65, who have become more adventurous, seeking meaningful, sustainable travel experiences that go beyond traditional destinations.

At the same time, the e-millies, or everyday millionaires, are reshaping the market. These individuals, with assets between 1 million USD and 5 million USD, have seen tremendous growth over the years, with 50 million new millionaires emerging globally since 2000. In the U.S., more than 1,000 new millionaires are being added every day. As these affluent travelers seek out customized experiences and exclusive destinations, they continue to fuel growth in the luxury sector, regardless of broader travel declines.

Sustainability Takes Center Stage in Luxury Travel

Sustainability remains a critical factor for today’s luxury travelers, with nearly two-thirds of them expressing interest in eco-friendly options. Gen Z and millennials in particular are driving this shift, choosing brands and destinations that prioritize sustainable practices. According to Virtuoso, 42 percent of travelers are willing to pay more for companies that align with their eco-conscious values. This growing demand for sustainability has encouraged the travel industry to rethink its approach and incorporate greener practices into luxury offerings.

One noteworthy example of sustainable luxury is MGM Resorts’ solar energy initiative, which generates 90 percent of its daytime power through a 100-megawatt solar array in the Nevada desert. MGM’s commitment to reducing its carbon footprint by 45 percent by 2025 resonates deeply with luxury travelers who prioritize environmental responsibility alongside luxury.

The Importance of Travel Advisors in Today’s Market

As the luxury travel sector becomes more complex, travelers are increasingly relying on travel advisors to help navigate the overwhelming choices and create bespoke experiences. Virtuoso’s data reveals a 76 percent increase in demand for travel advisors, with a 99.5 percent satisfaction rate among clients. These advisors are not just selling vacations; they are facilitating human connections and ensuring that each trip meets the unique needs of their clients.

As travelers seek more personalized experiences, the role of a trusted advisor has never been more crucial. In an era of endless online information and booking platforms, travel advisors offer the expertise and peace of mind that many high-end travelers crave. Virtuoso’s Global Luxury Traveler Report confirms that safety and security remain top priorities for travelers, with two-thirds of clients valuing the added protection and personalized care that advisors provide.

Lessons from Unreasonable Hospitality

At Virtuoso Travel Week, keynote speaker Will Guidara emphasized the importance of “unreasonable hospitality,” a philosophy centered on making travelers feel truly seen and valued. This approach goes beyond traditional customer service, focusing instead on creating lasting, meaningful connections between travelers and the destinations they visit.

Guidara’s message underscores the central role that human connection plays in luxury travel. In today’s world, where technology increasingly dominates, it is the human touch that sets the best travel experiences apart. As he pointed out, the long-term competitive advantage in the travel industry will stem from consistently fostering relationships and creating extraordinary experiences that resonate with travelers on a personal level.

Looking Forward: The Future of U.S. Luxury Travel

The travel world is constantly changing, and the U.S. luxury travel market is riding the wave with impressive strength. Even when other tourism segments face bumps, upscale trips to the U.S. keep climbing, thanks to a rising appetite for customized itineraries, eco-friendly choices, and cutting-edge services that keep luxury travelers coming back for more.

At the 2025 Virtuoso Travel Week, the conversation shifted to blending heartfelt human service with the latest tech and green practices. Travel insiders agreed that today’s travelers want more than pops of luxury; they want journeys that feel deeply personal and ethically mindful. This clear demand hints at a bright road ahead for luxury travel in the U.S., one that stays fresh and exciting for those ready to invest in rare and life-changing experiences.