Virtuoso Luxe Report Finds Families Are Looking for Adventure

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As summer approaches, global luxury travel network Virtuoso has revealed the findings of its 2019 Virtuoso Luxe Report, which aimed to discover where, why and how families are traveling this summer. They discovered that families are voyaging far and wide in search of active or adventurous experiences.

Top 10 Family Travel Trends

  1. Active or adventure trips                                      
  2. Multigenerational trips                                          
  3. Beach resort stays                                                 
  4. Celebration travel                                                 
  5. Touring (guided or private)  
  6. Mother/daughter or father/son trips  
  7. Cultural immersion          
  8. Ocean cruising          
  9. Educational trips                            
  10. River cruises

Virtuoso Analysis: Adventure trips rose to No. 1 from second place last year. Multigenerational travel, the top overall trend in Virtuoso’s 2019 Luxe Report, is second on the family-specific list. Skip-Gen travel is also on the rise, with grandparents eager to educate, explore and leave a lasting legacy with their grandchildren, while working parents stay behind back home. While sun-and-sand travel falls to third place, it remains popular for families looking to disconnect. Tours, particularly private ones tailored to a family’s interests, help transform trips into educational experiences. 

Top 10 Hottest Family Destinations

  1. Italy                                                                      
  2. Mexico                                                                  
  3. Hawaii                                                                  
  4. Orlando, FL                                                          
  5. England    
  6. South Africa  
  7. Costa Rica
  8. France  
  9. Dominican Republic                                                           
  10. Spain                                                   

Virtuoso Analysis: Italy has remained the family favorite for 10 years in a row, and Europe’s overall appeal is strong, with England, France and Spain also appearing on the list. Families looking to unwind in warm-weather destinations are heading to Mexico, Hawaii and the Dominican Republic. With its abundance of theme parks and warm weather of its own, Orlando remains a natural choice for families. Falling in line with the adventure travel trend, families are voyaging to destinations noted for active experiences, such as South Africa and Costa Rica.

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Top 10 Unconventional Family Destinations

  1. Iceland
  2. Galapagos Islands
  3. Cuba
  4. Antarctica
  5. Morocco
  6. Japan
  7. Egypt  
  8. Bhutan
  9. Rwanda
  10. India

Virtuoso Analysis: Exploring new destinations is the top travel motivator in the Luxe Report, and seeking unusual places is a Gen Z priority, so it’s no surprise families are searching for lesser-known and more remote parts of the world. In particular, pristine destinations, such as Iceland (which has topped the category three consecutive years), the Galapagos Islands and Antarctica are trending. The desire for authenticity and deep cultural interactions is driving families to places, like Cuba and Bhutan. From the report, it appears well-traveled families are moving beyond tried-and-true spots to experience Asia and Africa, with six of the top 10 unconventional destinations on those continents. 

The Luxe Report included input from Virtuoso-affiliated agencies and advisors in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East.

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