From life-changing destinations to exclusive experiences, the cornerstones of luxury travel remain timeless. However, upscale adventures continue to evolve, influenced by everything from new technology to the shifting desires of modern travellers.
As we explore the luxury travel trends of 2025, one thing is certain – luxury is no longer only about indulgence. Modern luxury is moving towards more personalisation and more meaningful experiences. Read on as we explore the seven key trends currently shaping the industry.
Image: Ultimate Driving Tours
At a glance: the top luxury travel trends in 2025
If you’re seeking more from your holiday than standard cruises and beach resorts, you’re not alone. As the world’s leading provider of luxury holidays with a motoring twist, we play an active role in the new trends in luxury travel and we’re already seeing how 2025 is shaping up.
While the classic pillars of luxury – five-star hotels, gourmet dining, impeccable service – remain essential, there’s a noticeable shift toward deeper cultural immersion and the genuine uniqueness offered by tailor-made travel. Meanwhile, winter escapes and culinary adventures are becoming increasingly sought-after by discerning travellers.
1. Deeper cultural immersion
Enjoying an iconic landmark or world-famous gallery is a highlight of any journey, but the most discerning travellers are increasingly seeking more intense cultural immersion – which is emerging as one of the top luxury travel trends defining high-end travel this year.
Travellers are now craving authentic and immersive experiences that go beyond surface-level sightseeing to bring a destination to life.
This could mean a private shopping tour of Milan’s renowned boutiques with a fashion consultant or an exclusive visit to a historic perfumery in Provence. For those who prefer a more active approach, cultural immersion might take the form of truffle hunting in the Tuscan countryside, taking a Swiss watchmaking masterclass in Geneva, or spending a day with a Swiss farming family in the Alps.
More than just collecting photos, modern luxury is about collecting unique stories reserved for the few.
Image: Ultimate Driving Tours
2. Culinary themed explorations
While wining and dining are part of any great holiday, there’s a growing appetite for culinary-themed explorations – where food and drink become the central focus of an entire journey.
For example, exploring the delights of illustrious foodie destinations such as Tokyo, Florence, Bologna or Lyon. In these captivating destinations, you can discover the true joys of food and how it’s produced and how it’s enjoyed. This can include everything from high-end Michelin-starred excellence to casual dining at a historic bouchon. Culinary holidays can also revolve around niche experiences, such as beer brewing in Munich or poring over the complexities of fine wines.
It may be no surprise to learn that you can build an entire adventure around wine, especially in Italy, Spain, Portugal or France – something we have done to great effect on our driving tour of France. Over a week, guests experience the gastronomic genius of Lyon with signature dining experiences including a selection of iconic restaurants, days driving through the rolling hills of northern France, and VIP tours of the finest Champagne houses in the illustrious region.
Equally, our luxury Supercar Tour d’Italia is paradise for wine enthusiasts, as we explore the celebrated north Italian region of Franciacorta – best known for its delightful namesake sparkling wine, known as the Champagne of Italy.
Image: schloss-elmau.de
3. ‘Coolcations’: Fresh winter adventures
Nothing staves off the winter blues more than packing your bags for an indulgent ‘coolcation’ – a lavish winter adventure. This is one of the top luxury travel trends we’ve seen develop over the past few years.
Of course, skiing holidays remain the most widely known type of winter getaway, particularly in high-profile resorts, such as Val d’Isere, Aspen, Zermatt, and St. Moritz, while few can turn down the festive magic of Europe’s best Christmas markets. Yet as enjoyable as these can be, high-end winter travel can be about more than a ski pass and glass of mulled wine.
For example, our newly launched winter tour is a multi-faceted experience encompassing the very best of the cold season. You’ll journey through breathtaking German and Austrian landscapes in a fleet of upscale SUVs, tackle an exclusive ice driving course in specially equipped Porsches, and stay in jaw-dropping resorts, including a five-star spa hotel in the dramatic Bavarian Alps.
Image: Ultimate Driving Tours
4. Grand small-group journeys
The small-group journey is another luxury travel trend on the rise in 2025 and beyond. These beautifully curated experiences bring together like-minded travellers to enjoy opulent hotels, gourmet dining and memorable experiences.
For example, our bucket-list Provence driving tour is a wondrous five days in the Côte d’Azur (The French Riviera). This includes two days driving supercars along sweeping coastal roads and a weekend onboard a glamorous superyacht in Monaco where guests absorb the magic of the city’s iconic grand prix, complete with unparalleled views, premium bars and entertainment.
Whether it’s a driving tour, rail journey or safari, these intimate experiences have the added draw of forging strong connections with others. Many guests go on to become lifelong friends – a priceless benefit of small-group travel.
Image: Ultimate Driving Tours
5. Crowds are out, hidden gems are in
Navigating huge groups of tourists, packed restaurants and endless traffic – no luxury traveller wants their holiday to feel like a battle for space. This is why luxury travel is increasingly trending towards uncovering true hidden gems and prioritising serenity, exclusivity and stunning destinations that remain largely untouched by mass tourism.
This might include discovering the pristine fjords of Norway, private island retreats in the Seychelles or individual safaris in Botswana’s remote reserves. Or, it can be as simple as discovering lesser-known villages in Italy or secluded alpine lodges in Switzerland.
Of course, in the social media age, finding true hidden gems is becoming difficult – but not impossible. It pays to work with a knowledgeable travel advisor who understands where to find exclusive locations and how to unlock the most extraordinary experiences within them.
For example, embarking on our luxury tour of Northern Italy and Switzerland, you’ll discover a side of Italy that few get to experience. Thanks to our exclusive access, trusted partnerships and deep local expertise, we unlock off-the-beaten-path experiences that remain hidden to most travellers.
Image: Ultimate Driving Tours
6. The time for once-in-a-lifetime is now
Lockdowns, conflict and economic shifts – one thing is for sure, the 2020s has so far been a decade of unrest and uncertainty. As a result, we’re seeing a mindset shift, with more travellers prioritising their bucket lists. People want to experience the extraordinary now, rather than waiting for a future that feels increasingly unpredictable. The desire for meaningful, once-in-a-lifetime moments has never been stronger.
From cruising through the Black Forest in a latest-release supercar to indulging in private wine-tastings in Bordeaux, travellers are seeking unique immersive experiences that create lasting memories.
This is why demand for true bucket-list experiences continues to grow. Journeys to new and exciting destinations not only provide breathtaking sights, but also offer the chance to fully immerse in the world’s finest cultures, landscapes and cuisines.
Image: Ultimate Driving Tours
7. Tailor-made experiences continue to rise in popularity
The future of luxury travel undoubtedly lies in tailor-made holidays, which are growing in popularity as travellers seek increased personalisation and exclusivity in their journeys.
As the name suggests, tailor-made travel is designed around an individual or group’s unique interests, preferences and desires. From the moment you begin planning, every detail is carefully curated to create an experience that feels effortless yet extraordinary.
Dedicated concierges are on hand throughout, fine-tuning every aspect – whether that’s arranging exclusive access to a world-class event or ensuring your favourite bottle of wine is waiting at dinner.
From showstopping moments to the thoughtful touches, tailor-made travel isn’t only about what you do and where you go – it’s about how the experience as a whole feels. As the demand for total luxury grows, bespoke travel is increasingly seen as the pinnacle of high-end exploration, making it one of the most significant luxury travel industry trends.
Image: Ultimate Driving Tours
The future of luxury travel is already here – are you ready to experience it?
Whichever luxury travel style is most enticing for you, we have the experience to delight. From our once-in-a-lifetime driving tour of Europe and exclusive F1 hospitality packages to truly bespoke holidays built for you, you can rediscover your love for travel in 2025 and beyond.
Learn more about any of our exclusive experiences and services by speaking with our friendly travel concierge team today.
Share Article
