Virtuoso: top trends, destinations and motivations for Aussie travellers

Photo credit: Iceland Luxury

The results are in from Virtuoso, the network of luxury travel experts, revealing the top trends, destinations and motivations for upscale Australian travellers as we head towards a new year, with ‘ticking items off the bucket-list’ the #1 motivation for people travelling in 2018.

Following on from recently released global data, Virtuoso’s 2018 Luxe Report – Australian Edition puts Japan at the top of the list of emerging destinations for the coming year, followed by Iceland and Portugal.

With global results revealing Australia is high on the list of most desirable destinations, trends revealed in the 2018 Virtuoso Luxe Report – Australian Edition include:

  • We love America, with the US ranking as the second most popular global destination for Australians. Despite the distance, our favourite US city is the Big Apple, while Hawaii’s islands are another popular drawcard.
  • Japan and Sri Lanka made both the emerging destinations and most popular lists, while the cooler ports of Iceland and Norway also stand out as emerging destinations for Australians in 2018.
  • Young Australians are heading to Europe and Asia, with Greece and Croatia sharing the top ranking for Millennials, followed by Vietnam and Bali, both in second place.
  • Seeking Southern Hemisphere adventure with Antarctica the top adventure destination, followed by New Zealand, the Galapagos, South Africa and Peru, all made the “top 5” list.

Key findings from the 2018 Virtuoso Luxe Report – Australian Edition:

Emerging destinations

  • Japan

  • Iceland

  • Portugal/Cuba (tie)

  • Sri Lanka

  • Norway

Most popular global destinations

  • Italy

  • United States

  • Canada

  • Japan

  • Sri Lanka

Most popular US destinations

  • New York

  • Los Angeles

  • Oahu

  • Rocky Mountains

  • Maui

Most popular family destinations

  • Fiji

  • Italy

  • Thailand /New Zealand (tie)

  • Indonesia

  • Los Angeles

Most popular adventure destinations

  • Antarctica

  • New Zealand/Galapagos (tie)

  • South Africa/Peru (tie)

  • Vietnam

  • Chile/Botswana (tie)

Most popular honeymoon destinations

  • Maldives

  • Fiji/Italy (tie)

  • Thailand

  • Bali

  • Maui

Top cruise

  • Mediterranean

  • Alaska

  • European River

  • South Pacific

  • Baltic Region

Millennial destinations

  • Greece/Croatia (tie)

  • Vietnam/Bali (tie)

  • New York/Thailand (tie)

  • Cambodia

  • Italy/Peru (tie)

Top motivations

  • Crossing off bucket-list items

  • Seeking authentic experiences

  • Exploring new destinations

  • Rest and relaxation

  • Personal enrichment

Top travel trends

  • Multi-generational

  • Active or adventure

  • Luxury cruises

  • Ocean cruises

  • River cruises


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