After gathering data and insights from its network of travel advisors, preferred partners and high-net-worth clientele, Virtuoso says it has its finger on the pulse of what’s cool and emerging in travel for the remainder of the year. From the “White Lotus Effect,” to travelling with the pooch, and summer’s hottest destinations, here are some key insights shaping the industry.

Sustainability is increasingly a greater factor in travel choices, with 26% of Virtuoso advisors saying their clients are committed to reducing their carbon footprint by supporting carbon offsetting initiatives. According to a recent survey of Virtuoso travellers, 59% are willing to spend more on responsible travel if they know how the funds are being used. Virtuoso advisors can help guide clients toward destinations and partners that align with their values and interests, so that having a positive impact and traveling well go hand-in-hand.

Trending destinations for summer travel 

When looking at where travellers are headed this summer, as always, the European summer continues to reign supreme. Specifically, travellers are showing more interest beyond Europe’s beloved cities. The UK countryside saw a 173% increase in sales last year, and Algarve saw a 110% increase. The Athenian Riviera is a hot destination, too, as hotel ADRs showed a 132% increase year-over-year, a tell-tale sign of high demand.

Following the “cool-cations” trend that emerged in recent years, European destinations with more moderate climates, including Scandinavia, Iceland, Denmark, Finland, Iceland, Norway and Sweden, have thus far seen a 263% year-over-year increase for travel already booked for this summer. The slopes are calling, too, as Courchevel saw a 132% jump in sales year-over-year, as well as St. Moritz (+153%) and Val-d’Isere (+457%).

The hottest destination on the rise in Europe, based on year-over-year sales for travel already booked for this June, July and August, is Slovenia (+473%). Other places to watch this summer include Croatia (+356%), Malta (+108%), Montenegro (+24%), Turkey (+272%), Austria (+254%), Czech Republic (+309%), Germany (+59%) and Hungary (+143%).

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