The global luxury and experiential travel network surveyed more than 2,000 travel agency members from more than 50 countries to collate its 2024 Luxe Report, and honed in on traveller preferences within the UK. 

It places family travel as the top travel trend for 2024, with active and adventure trips in the second position. Exclusive use trips (such as hiring private villas, yachts and jets) took third place, followed by beach resort stays and celebration travel. 

The report also outlined the top destinations to watch for 2024: 

The list of top travel motivations for UK luxury travellers was topped by the excitement of discovering new destinations. In second place was celebrating a milestone, followed by rest and relaxation, escaping foul weather and spending time with loved ones. More than 60 of travel advisors surveyed expect travel demand and spend per trip to increase in 2024.

The survey also asked travel experts which aspects their clients prioritised with sustainable tourism. Wildlife conservation and interaction came top, followed by staying at eco-lodges, avoiding over-touristed destinations, giving back to and supporting local communities and the conservation of land and the environment. 

The Luxe Report identified these five key trends for “upscale globetrotters” in 2024: 

1. New frontiers 

Although many continue to find comfort in their past favourites, other experienced travellers are diverging from the usual European options and branching out to exotic locales and less-explored areas. The report notes: “Luxury travellers are intrigued by the unexplored. The cultural richness of reemerging travel hotspots, such as Japan and Egypt, offer unique and exciting itineraries for those seeking a departure from the norm.”

2. The party continues

 Travellers are sharing life’s most important moments with family – travel with immediate family tops the trends list. Whether commemorating a milestone or simply spending quality time together, travel remains an essential part of connecting with loved ones.

3. Honouring the earth

“Extreme weather has shaped a traveller who is hyper-aware of the fragility of the world and eager to honour its majesty,” the report explains. Virtuoso advisors say their clients are pushing geographical boundaries to witness nature in its pristine form for fear it will diminish or become inaccessible. 

4. Small ships, big possibilities

With less crowded, more intimate settings in favour, small-vessel cruising is on the rise with new and experienced cruisers alike. River cruises and adventure cruising are both trending, and private yacht charters are an emerging category for small groups of friends or families. 

5. At ease

From exclusive-use experiences to booking half days at hotels to ensure they have accommodation that fits their needs, today’s traveller is maximising comfort. The desire to leave nothing to chance serves as increased motivation for using a professional travel advisor to simplify bookings and enhance the overall experience.