The Thanksgiving travel of 2025 is already becoming a record-breaking season, with the demand for luxury travel at its peak. Virtuoso, the leading network of high-end travel advisors, mentions that the Thanksgiving bookings have gone up to 20 percent compared to last year already, which is a big jump showing that the rich are more concerned about having unforgettable holidays than ever. This development indicates that, no matter how uncertain the economy is, luxurious travellers still want to spend money on special and unique vacations.

The demand for premium travel experiences shows no signs of slowing down. Virtuoso’s 2026 Luxe Report projects even more growth for the year ahead, with nearly half of surveyed advisors expecting further increases in the luxury travel market. As 2025 Thanksgiving bookings continue to surge, it’s clear that affluent travellers are seeking out more than just a holiday, they’re seeking meaningful, immersive experiences that go beyond traditional destinations.

A Shift Toward Experience-Driven Travel

This shift in luxury travel reflects a broader trend towards experience-driven holidays. Top destinations for Thanksgiving 2025 include both iconic cities and warm-weather escapes, such as New York City, London, Paris, Riviera Maya, Los Cabos, Palm Beach, and Costa Rica. These destinations were selected for their ability to offer not only relaxation but also authentic cultural experiences, quality family time, and the opportunity to unwind in luxurious, personalised settings.

The rise in demand for experience-oriented travel is particularly evident in destinations like Costa Rica, where affluent travellers are drawn to sustainable travel experiences, luxury eco-resorts, and adventure tourism that showcases the region’s natural beauty. Meanwhile, places like New York City and Paris continue to captivate luxury travellers with their cultural offerings, fine dining, and exclusive events during the holiday season. These destinations cater to the growing demand for more meaningful connections with the places they visit, providing visitors with immersive and unique experiences.

For travel advisors, this growing trend highlights the importance of curating bespoke itineraries that focus on personalised experiences and high-end services. As more affluent travellers seek enriching holiday experiences, the role of the travel advisor has become crucial in guiding them to destinations and activities that align with their refined tastes and interests.

The Role of High-End Travel Advisors

For luxury travel advisors, these shifts present both challenges and opportunities. The 20% increase in Thanksgiving bookings means that advisors within networks like Virtuoso have the opportunity to tap into a growing demand for high-end vacations. Advisors who specialise in custom itineraries for premium clients can benefit from this growing segment by offering curated travel experiences, whether through exclusive villa stays, private yacht charters, or multi-destination adventures.

Luxury travellers are no longer looking for the typical “all-inclusive” resort experience. They want exclusive access, seamless travel, and personalised services that elevate their holiday experience. Travel advisors can meet this demand by providing tailored itineraries that include private tours, luxury transport, and unique access to high-profile events during Thanksgiving and beyond.

Emerging Trends in Luxury Travel

Several factors are contributing to the increase in luxury travel demand for the 2025 Thanksgiving season. Changing consumer behaviour indicates that affluent travellers are more willing to spend on unique, luxurious experiences that offer more than just a destination. The growing popularity of sustainable tourism, wellness retreats, and personalised services are key drivers in this shift.

Additionally, there is a growing trend toward multi-generational travel, where families and groups of friends come together to enjoy quality time in luxurious settings. Advisors who specialise in these types of complex itineraries can cater to this growing demand by offering unique accommodations and activities designed for large families or groups.

What Does This Mean for Travel Advisors?

For travel advisors, the upward trajectory of luxury Thanksgiving bookings in 2025 presents both a challenge and an opportunity. While the demand for exclusive experiences is on the rise, so too is the need for advisors to stay ahead of evolving trends and cater to a sophisticated clientele. By leveraging Virtuoso’s tools and keeping a close eye on luxury travel trends, advisors can better serve their clients by offering a curated selection of destinations and exclusive experiences.

The surge in bookings also means that luxury travel advisors will need to manage more complex itineraries and demands. Customising travel packages that focus on high-end experiences, from private tours to luxury dining and spa treatments, will be crucial in meeting clients’ growing expectations.

As affluent travellers seek out more unique and meaningful travel experiences, travel advisors should capitalise on the shift from traditional vacations to experience-driven journeys. Providing clients with access to top-tier services, exclusive destinations, and custom itineraries will help set advisors apart in an increasingly competitive market.

The Future of Luxury Thanksgiving Travel

In conclusion, the 2025 Thanksgiving season is shaping up to be a record year for luxury travel, with a 20% increase in bookings and a 36% rise in overall sales. Affluent travellers are continuing to prioritise unique experiences over typical getaways, with destinations like New York City, Costa Rica, and Riviera Maya emerging as top choices for meaningful, high-end vacations. This trend towards luxury, experience-driven travel is expected to continue well into 2026, making it an exciting time for travel advisors who can tap into this growing demand.

The luxury travel market shows no signs of slowing down, and advisors who can adapt to these evolving trends by offering bespoke, tailored experiences will be well-positioned to capture this high-value segment in the years to come.

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