“Coolcations” – getaways to cooler climates – are gaining popularity, with Europe and Asia leading the trend
Apr 23, 2025
At Virtuoso’s “On Tour” event in Toronto on April 16, a panel of leading luxury travel advisors discussed key industry trends including the lasting influence of The White Lotus TV series, the decline in U.S.-bound Canadian travel, and a continued boom in high-end and ultra-luxury travel. Moderated by Virtuoso Canada’s Una O’Leary, the panel emphasized that global leisure travel is not only back but thriving, with record growth especially in the luxury segment.
Key takeaways
- “White Lotus effect”: TV series White Lotus continues to drive tourism, with spikes in bookings for Maui, Sicily, and now Thailand.
- US travel down, domestic up: Many Canadians are opting to travel within Canada due to concerns about crossing the U.S. border.
- Luxury travel is booming: Ultra-luxury travel is thriving; safari and high-end cruise bookings are surging. “Coolcations” (cool-climate destinations) are trending, especially in Europe and Asia.
- Top destinations: Canadians favor cities like Lisbon, Tokyo, and Paris; regional favorites include Portugal, Iceland, and Colombia.
- Advisors still matter: Despite AI’s rise, human travel advisors remain essential for navigating today’s complex travel landscape and securing exclusive experiences.
- Insurance on the rise: With geopolitical uncertainty, nearly all travelers are now opting for travel insurance.
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