Virtuoso®, the leading global network specialising in luxury and experiential travel, teamed up with exELLENce Group, headed by travel industry veteran Ellen Asmodeo-Giglio, for its inaugural Luxury Talks programme. The three-day session, facilitated by Asmodeo and moderated by Virtuoso Senior Vice President of Marketing Helen McCabe-Young, brought together an elite group of industry insiders including Virtuoso advisors from the UK, Canada and US, as well as esteemed journalist Deborah Frank of Luxury Magazine. Turks and Caicos provided an ideal setting for attendees to discuss global travel trends and the shifts in destination preferences and prioritisations reflecting the affluent traveller’s current mindset.

Using Virtuoso’s own trend data as the basis for the conversations, the session began by exploring which destinations are in demand. Perhaps not surprisingly, Europe led the way with fan favourites Greece, Italy and France. What is a shift, though, is the sheer number of high-income travellers who are prioritising travel, whatever the price, and their determination to take multiple big-ticket, Wanderlist® trips. South Africa is also coming on strong, with the number of requests rivalling those for some of the most popular European countries. The hottest destination of all, though, looks to be Japan. Despite strict rules making travel less flexible, inquiries and bookings for Japan are outpacing the rest of Asia. While international travel is on the rise, Virtuoso advisors also say domestic travel isn’t going away anytime soon, either due to ease or the intrigue of exploring one’s own country.

Whether travelling near or far, the desire for exclusive use is a pandemic-fueled trend that isn’t slowing down. Affluent travellers who initially tried private planes, yachts or villas as a means of creating social distancing, now have no interest in going back to commercial, except for long-haul flights that offer broader range with first-class comfort. The request for all things private is placing strain on advisors, brokers and outfitters, as demand is outpacing product availability and rates soar to new heights.

The group also explored traveller motivation and the quest for next-level stimulation. Authenticity and local experiences have been a driver in luxury travel for years, but the emphasis on storytelling is leading to activities that require more mental and physical exertion. Advisors say C-suite clients are looking for adventures that push beyond their comfort zone, while other travellers want to shadow researchers in Antarctica or scientists in the Galapagos. Either way, travellers want to be challenged.

All agreed that sustainability will play a more prominent role in travel planning going forward and that the industry needs to set the tone. At both the advisor and travel supplier level, there is a responsibility to outline support and business practices, plus inform the consumer. The consensus is that education, rather than cost, is the greatest barrier to seeking out more sustainable travel options. Awareness of over-tourism is still at the forefront of people’s minds, though new travel trends are helping to ease the burden. For ultra-high-net-worth clients, their desire to be first in a destination is opening up new and secondary travel spots. Travellers with more limited means are venturing in the off-season, which is now easier due to “work from anywhere” situations, with lower rates as the incentive. The dynamics of both scenarios suggest a shift toward supporting local economies and potentially alleviate over-tourism during peak periods.

Destination immersion was also part of the program, allowing participants to explore Turks and Caicos by land and water. Beach Enclave welcomed guests and provided villa accommodations. Royal Palms Resort and Spa treated attendees to spa treatments and lunch in an oceanfront suite. Both Grace Bay Club and The Shore Club provided beautiful dinners that reflected the destination, while Wymara Resort and Villas held a lunch in one of their ocean-front villas. Guests also enjoyed a private sunset sailing.

A full account of findings and much more can be found here. The report includes insights from the following Virtuoso Luxury Talks By exELLENce Group participants:

  • Vasco N F Borges: CEO Beach Enclave Turks & Caicos
  • Philippe Brown: Founder, Brown + Hudson, a Virtuoso member agency
  • Josh Bush: CEO/Owner, Avenue Two Travel, a Virtuoso member agency
  • Wendy Davis: Owner, Zebrano Travel, a Virtuoso member agency
  • Raschinna Findlay: Luxury Travel Designer, Protravel, a Virtuoso member agency
  • Deborah Frank: Editor in Chief, Luxury Magazine
  • Tania Swasbrook: VP +Luxury Travel Designer, Travelworld International Group, a Virtuoso member agency
  • Paul Tumpowsky: Founder +CEO SkyLark, a Virtuoso member agency

About Virtuoso

Virtuoso® is the leading global travel agency network specializing in luxury and experiential travel. This by-invitation-only organization comprises over 1,200 travel agency locations with more than 20,000 travel advisors in over 50 countries throughout North America, Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. Drawing upon its preferred relationships with more than 2,200 of the world's best hotels and resorts, cruise lines, airlines, tour companies and premier destinations, the network provides its upscale clientele with exclusive amenities, rare experiences and privileged access. Normalized annual sales of (U.S.) $25-$30 billion make Virtuoso a powerhouse in the luxury travel industry. For more information, visit www.virtuoso.com.