With a few days to recuperate and reflect, we caught up with several travel advisors post-ILTM Cannes 2024 to uncover what stood out most from the show. This year’s event featured press conferences that highlighted major industry trends and exciting launches (see our coverage here for Day 1, Day 2, Day 3 and Day 4). But what did the buyers think? Meeting new hoteliers, discovering boutique properties, and accessing a broad range of tourism boards, trends and upcoming destinations were among the highlights.
Here’s what they had to say:
Evolving Accommodations: Villas, Buyouts and Private Retreats
Accommodations catering to multi-generational travelers and private retreats were a recurring theme. Laney Sachs, owner of Ortensia Blu Travel Adventure, a boutique agency specializing in Italy and bespoke luxury experiences, observed: “Multi-gen and family travel is becoming even more important. I met several hotels—both large brands and smaller family-owned properties—that are adding two- to six-bedroom villas to accommodate these clients.”
Barrett Hollo, director of products and partnerships at SmartFlyer, a global luxury travel agency supporting over 250 independent advisors, echoed this sentiment. “Jack’s Camp was so successful with their multi-bedroom tent that moving forward, all Natural Selection properties will include a three-bedroom option. Amot Norway is another great example of this trend.”
Stephanie Fisher, founder of Stephanie Fisher Travel and head of luxury leisure at Brickell Travel, pointed to Cheval Blanc Seychelles as a standout. “This full-villa product is perfect for post-safari beach getaways. The décor is stunning, and the service is meticulous—as you’d expect from Cheval Blanc.”
Destinations to Watch: Asia, Australia, Europe and “Pivot” Spots
The evolution of Asia as a luxury travel hotspot was a key trend this year. Sachs highlighted its popularity: “Asia is booming. Japan and Thailand are leading the way. Some suppliers have even had to stop selling Japan. The ‘White Lotus Effect’ was real in Sicily—prices skyrocketed and availability became very limited. It has been good for Sicily, and I think the same will happen for Thailand. It will be great for Thailand’s economy and tourism, but it will impact availability.”
Hollo noted that Australia is finally seeing a strong bounce back of American travelers for the first time since the pandemic. She also observed a growing interest in lesser-explored European destinations: “Scandinavia, Austria and Slovenia are all seeing increased interest, while skiing in Europe is bigger than ever.” Fisher agreed, adding: “With heavy tourism overloading Italy and Greece, pivot destinations like Slovenia are becoming more important for unique, high-quality experiences.”
The Renaissance of Luxury Cruising
Luxury cruising is undergoing a dramatic transformation, rebranding itself as a more personalized and exclusive experience, often referred to as "ocean travel." This shift is attracting new types of clients, moving beyond traditional cruise enthusiasts to appeal to travelers seeking bespoke, intimate and highly curated journeys.
“Luxury cruising is being rebranded as ‘ocean travel,’ attracting new types of clients,” says Hollo of SmartFlyer, referencing a presentation from Anna Nash of Explora Journeys. “It’s why we’re launching the SmartFlyer Elevate Cruise program in 2025 to support our advisors.” The program will provide curated recommendations to match clients with the most fitting experiences across the luxury cruise market.
This evolution isn’t just about new terminology—it’s reflected in the innovative products shaping the market. Orient-Express will launch Silenseas, a groundbreaking 54-suite sailing yacht; Marriott International is expanding its Ritz-Carlton Yacht Collection with a third vessel, Luminara, launching in 2025; and Aman is extending its serene luxury into ocean travel with its 50-suite yacht debuting in 2027.
The Impact of Tourism Boards
Tourism boards played a pivotal role at ILTM Cannes this year, helping boutique properties shine. “They have their pulse on what's going on in their region or country in terms of new hotel openings, especially independent properties, as well as events and restaurants,” said Sachs.
McKenzie McMillan, a luxury advisor and manager of supplier relations at The Travel Group in Vancouver, agreed: “I loved seeing more tourism boards actively promoting smaller hotels not affiliated with major brands. It felt like there were more unique properties this year.”
He highlighted San Corrado di Noto in Sicily: “Perfect for clients seeking authentic Sicilian charm with a luxury touch.” McMillan also praised Heritance Aarah in the Maldives, calling it “an incredible addition to the scene, offering both luxury and authenticity.”
Hot Properties at ILTM
Speaking of hidden gems, Stephanie Fisher shared several standout properties that caught her attention at this year’s ILTM:
- Barrière’s on Place Vendôme: “This 28-key property pays tribute to women innovators, legends and history gamechangers,” said Fisher. Located in the heart of Paris’ Place Vendôme, this boutique property stands out for its unique concept and intimate scale. “It’s an ideal spot for travelers who appreciate a story behind their stay, and the location puts guests right in the center of Parisian elegance.”
- Belmond’s Britannic Explorer Train and Villa Beatrice in Portofino: “Somehow, the traveling public tends to only visit London, but there’s so much more to explore within the U.K. This train opens new horizons,” Fisher said. She also highlighted Belmond’s Villa Beatrice in Portofino for its meticulous restoration and exclusivity. “This private retreat offers incredible views of the Ligurian Riviera and delivers the legendary service Belmond is known for. It’s perfect for clients looking for understated luxury with Italian charm.”
- Airelles Properties: Fisher was particularly excited about Airelles’ upcoming Venice property, set to open in 2026. “It’s on expansive grounds with three pools, which is almost unheard of in Venice. This will be a gamechanger for the city,” she said. Airelles’ properties in Saint-Tropez and Versailles also left a strong impression. “Their ability to immerse guests in the history of a place is unmatched. At Versailles, we explored original writings from Marie Antoinette, George Washington and King Louis. It’s a level of storytelling that resonates deeply with me and my clients.”
- La Réserve Ramatuelle: Located just outside Saint-Tropez, La Réserve Ramatuelle impressed Fisher with its thoughtful design updates. “The new décor in their villas and rooms reflects the ocean and landscape beautifully, keeping things fresh and inviting,” she said. “Their curated child amenities are also among the best I’ve seen, making it a standout option for multi-generational trips or families.”
- The Siam and Capella Bangkok: Asia’s luxury scene was well-represented, with these two Bangkok properties standing out. “The Siam’s renovation is stunning. I stayed there 10 years ago, and I can’t wait to see how they’ve reimagined the space,” Fisher said. “Capella Bangkok, on the other hand, continues to deliver exquisite service. It’s the kind of place that makes clients fall in love with the brand and want to explore their other properties.”
Innovation at ILTM: Events, Pavilions, and After-Parties
The creative showcases at ILTM were as much a draw as the destinations themselves. McMillan praised Accor’s Pavilion: “It solved a major space issue in the main conference center while perfectly showcasing their brands. It must have cost a fortune, but it was money well spent.” He also loved the social atmosphere some brands brought to the conference floor. “Preferred’s disco party was an awesome way to transition from our meetings to the evening events!”
The Future of ILTM
Richard Lebowitz, senior vice president of travel industry outreach at Forbes Travel Guide, was impressed by the event's growth: “ILTM Cannes 2024 was its biggest event on record. Even as the show grows, the caliber of the attendees is top notch. Forbes Travel Guide had its largest attendance including our CEO; president, standard and ratings; and representatives from travel industry outreach, partner services and Le Logis, our storybook château in Cognac, France. We loved connecting our hotel partners with our curated FTG advisor network at ILTM.”
Attending ILTM for the fifth time, McMillan added his hopes for future iterations: “While the show may feel like it’s getting a little too big, the quality of suppliers and content remains consistent—year after year, it delivers.”
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