If 2024 was the year of blockbuster events—from Paris’s Olympic dazzle to Taylor Swift’s global economic tour de force—2025 signals a quiet recalibration in how we roam the world. Think slower, cooler, and infinitely more considered. Luxury travel is evolving. Gone is the frenetic chase for bucket-list checkmarks; in its place, a curated approach that favours depth over drama, solitude over spectacle, and wild landscapes over well-trodden shores.
From the icy calm of the Arctic to the cinematic pull of Thailand, these are the trends redefining indulgence on the road this year.
1. Cool is the New Hot: Welcome to “Coolcationing”
As summers in Southern Europe grow increasingly searing, affluent travellers are swapping heatwaves for hushed, glacial escapes. Welcome to the age of the coolcation—where the allure lies in fjords, forests and fresh alpine air.
According to Virtuoso, 64% of clients are actively modifying their travel plans due to climate concerns. And with destinations like Swedish Lapland, Alaska, the Faroe Islands and Antarctica topping trend lists, expect the hush of snow underfoot to replace the sand between your toes.
Our edit? Escape to the Grand Hotel Stockholm, unwind in Gleneagles’ Scottish highlands, or book a window seat at Hotel Continental Oslo, where serenity meets Scandi style.
2. Off-Peak is the New Peak
Images: Armenia
Who says luxury is seasonal? Once summer-only spots are now flaunting their off-season credentials. Villa d’Este on Lake Como now stays open through Christmas and New Year; Saint-Tropez charms well beyond the rosé-soaked months of July and August.
According to Virtuoso, nearly 70% of luxury travellers now opt for shoulder or low-season travel. Expect a rise in demand for under-the-radar gems: Armenia, Kyrgyzstan, and Algeria are poised to seduce intrepid luxury seekers.
From Costa Rica’s rewilding retreats to cycling holidays across Japan’s rural heartlands, sustainability is now the ultimate indulgence.
3. Thailand’s Star Turn
The third season of The White Lotus has Thailand shimmering in the spotlight. With scenes shot across Phuket, Koh Samui, and Koh Kood, the country’s ethereal beauty is impossible to ignore.
For those chasing their own Thai fantasy, book a private villa at Cape Fahn, revel in ocean-facing serenity at Trisara, or experience barefoot elegance at Soneva Kiri. The winter sun has never felt so cinematic.
4. The Rise of the Grand Tour—Reimagined
Welcome to the era of the multi-generational mega-trip. Think more epic sabbatical than summer holiday: families of three or more generations setting off on transformative journeys together.
Booking.com reports that over 40% of UK travellers would rather spend their wealth on shared experiences than inheritance. Whether it’s a milestone birthday on a private island or a floating family reunion aboard a luxury yacht, this is high-end travel as legacy-making.
5. Party of One: Solo Travel, Luxe Edition
Solo travel has never been so chic. Whether you’re meditating in a Moroccan riad or setting sail on a solo-friendly cruise, going it alone is no longer a compromise—it’s a luxury.
Cruise lines now offer curated solo packages, complete with dedicated hosts and bespoke excursions. Hotels are shedding single supplements and elevating the experience with community-minded experiences—ideal for those who want freedom without isolation.
6. The Wellness Renaissance: JOMO Over FOMO
Self-care is now a full itinerary. Wellness travel is expanding beyond massages and yoga mats. This year’s retreats include coastal hikes, cold plunges, and even padel or pickleball workshops.
The new luxury is about depth, not dazzle—unplugging, decelerating, and embracing the joy of missing out. Look to Siro Boka Place in Montenegro for a holistic blend of recovery lab therapies, mountain hikes, and state-of-the-art fitness rituals.
7. Tailor-Made Everything
Call it the Succession effect—bespoke is back. Travellers are turning to travel advisors not just for bookings, but for the kind of storytelling that makes a journey unforgettable.
Gone are cookie-cutter itineraries. In are immersive, tailor-made escapes inspired by documentaries, indie films, and even TikTok dreamscapes. Whether it’s retracing the steps of a novel’s heroine or stargazing in Patagonia, this is travel as personal mythmaking.
8. Yeehaw Revival: Cowboycore Rides On
Images: One&Only’s Moonlight Basin Luxury Resort, Montana
Cowboycore gallops into luxury travel with full force. Inspired by the cultural lasso of Beyoncé’s Cowboy Carter and Yellowstone-level Westerns, this is ranch-luxe at its finest.
One&Only’s Moonlight Basin opening in Montana this year blends the rough-and-ready romance of the frontier with high-touch hospitality. Expect fly-fishing, horseback riding, stargazing—and all the crisp denim and wide-brimmed hats you can pack.
2025: The Conscious Escape
This year isn’t about seeing more—it’s about seeing better. The new currency of luxury travel? Time, space, and meaningful connection. Whether you’re booking a restorative solo retreat or mapping a legacy trip across continents, the golden thread is the same: intentional, elegant exploration.
Bon voyage—your passport to perspective awaits.
The Epicurated 