The United States, long considered a top destination for international travelers, faces a projected drop in visitors for 2025, yet luxury travel to America thrives. This paradox ranks among the key revelations at the 37th annual Virtuoso Travel Week, luxury travel’s premier gathering in Las Vegas, earlier this week. Against the backdrop of a 12% surge in global luxury travel sales, shifting demographics, sustainability and a hunger for personalized experiences reshape the way travelers explore the world. This year’s conference celebrated human connection and innovation, with insights spanning generations, continents and industries. From the rise of Wander Women, a movement led by independent female travelers, to the growing influence of everyday millionaires, Virtuoso Travel Week portrayed an industry that thrives on transformation. The keynote on unreasonable hospitality reminded attendees that travel extends beyond a transaction, but creates connections between people, cultures and ideas. As Virtuoso CEO Matthew D. Upchurch put it, “Travel advisors don’t just sell experiences, they are part of the experience.” Luxury defies the odds in the US At first glance, the outlook for U.S. tourism in 2025 appears bleak. The country is projected to be the only nation in the world to see a decline in international arrivals this year, reflecting shifts in global travel patterns and political headwinds. Yet luxury travel to America continues to grow. Virtuoso’s data reveals a 4% rise in inbound luxury travel sales from January to July, with fall bookings surging by 27%. Once a shoulder season, fall now ranks among the most sought-after periods for high-end travelers. Bookings are up 30% and sales jumped 39% over last year. The festive season closely follows, with bookings 35% higher than 2024’s robust holiday period and sales up by 38%. This contrast underscores the resilience of the U.S. luxury market, particularly among travelers from key markets such as Australia and Canada. While the broader tourism sector faces headwinds, the luxury segment continues to attract affluent travelers seeking exclusive, highly personalized experiences. Shifting demographics in luxury travel Luxury travel continues to evolve, shaped by the varied needs of a new generation of globetrotters. Among the most visible shifts is the rise of Wander Women. Independent female travelers now account for 68% of all solo adventurers. Leading this charge are women over 65, whose appetite for discovery redefines solo travel through a blend of curiosity, self-expression and purpose. Many opt for sustainable, meaningful experiences rather than traditional tourist stops. Seven generations now take to the skies and seas at the same time, including “beta babies,” the youngest group of travelers. Adding to this dynamic mix are the “e-millies,” or everyday millionaires, a term coined by Virtuoso’s Executive Vice President David Kolner. These individuals, with assets ranging from $1 to $5 million, have seen a growth of 50 million globally since 2000. In the United States alone, more than 1,000 people joined the ranks of millionaires every single day last year. The green revolution Sustainability remains a driving force. Nearly 2 in 3 luxury travelers express interest in eco-friendly choices, and 42% are prepared to pay more for companies that embrace environmentally responsible practices. Gen Z and millennials lead this shift, prioritizing sustainability as a core value in their travel decisions. One notable sustainability example is MGM Resorts’ ambitious solar energy initiative. A 100-megawatt solar array in the Nevada desert now generates enough renewable energy to supply 90% of the company’s daytime power. This project supports MGM’s goal of reducing greenhouse gas emissions by 45% by 2025. The power of travel advisors Virtuoso’s data shows a sharp rise in demand for expert guidance. Consumers who seek travel advisors increased by 76%, and Virtuoso advisors maintain an exceptional 99.5% satisfaction rate. In an era of endless online choices and information overload, advisors are crucial for simplifying and elevating the planning process. Kolner underscores this surge in interest: “We’ve got millions of people growing in our target market right around the world. We’ve got people that are interested in using a travel advisor, and we have amazing partners and members that deliver all these exceptional experiences. What we’re doing is this, we’re creating human connections for people.” Virtuoso’s 2025 Global Luxury Traveler Report further confirms these patterns. Seventy-five percent of Virtuoso clients rank safety and security as their top priority. Two-thirds value the added layer of protection an advisor provides above perks, upgrades and exclusive access. Advisors are not only curators of luxury but also provide peace of mind. Generational preferences add nuance to this picture. Gen Z and millennials look for advisors who are ambitious, culturally sensitive and aligned with their values, while Gen Xers and boomers seek meticulous attention to detail and expertise in navigating regulations. Lessons from unreasonable hospitality Keynote speaker Will Guidara delivered a message that struck a chord with the travel industry: “We realized we weren’t in the restaurant business, we were in the human connection business.” His philosophy of unreasonable hospitality extends naturally from Virtuoso’s mission to foster meaningful connections and deliver exceptional experiences. Guidara’s belief that “hospitality is about making other people feel seen” reinforces the idea that intentional gestures can turn a trip into a lasting story. He also declared, “The only competitive advantage that exists truly over the long term comes from hospitality, from consistently and generously and creatively investing in relationships.” Guidara closed with, “Be more present. Stop taking yourself so seriously. One size fits one.” His call challenges the industry to lead with creativity, intention and a steadfast focus on making travelers feel seen and valued. The result is success driven by relationships and an experience that rewards both traveler and advisor. Casandra Karpiak is a Vancouver-based travel journalist specializing in luxury travel, small ship cruising, sports tourism and wine destinations. Her work appears in Ultimate Experiences Magazine, the Associated Press Wire, Global Traveler Magazine, The Seattle Times and more. Her recent assignments have taken her on safari in South Africa, wild swimming in Scotland and exploring Costa Rica’s coastal towns with her children.