Virtuoso Forecasts Where The Affluent Are Headed Next In 2023

It’s spring – and Virtuoso, one of the world’s leading global networks specializing in luxury and experiential travel, is abuzz with where the affluent are heading next in 2023. Renowned as a prominent trend forecaster, Virtuoso has analyzed information from its warehouse exceeding $63.6 billion in transactions to reveal the most popular destinations for spring travel based on future bookings.

They top five are the United States, followed by Italy, France, Mexico and Spain. The final six are the Bahamas, United Kingdom, Japan, Canada and Portugal.

While some are choosing to stay close to home, others are voyaging to longtime favorites in Europe and the U.K. ahead of the summer crowds. Those opting for sun are planning getaways to international warm-weather destinations like the Bahamas and Mexico. Following a more than two-year border closure, it is no surprise to see Japan make its mark. Tourist spots are packed, restaurant reservations at some of the country’s top restaurants are hard to come by, and hotel availability is scarce through the fall.

Here is another trend they discovered.

Yachts Are The New Boutique Hotels

Exclusivity and privacy are key values for travelers aiming to get away from it all, which is driving the demand for yachting experiences. With overall interest on the rise, traditional cruise and expedition lines are entering the market, too. Virtuoso found that private yachting is particularly increasing in demand in destinations like the Caribbean, Croatia, Greece and Saint Tropez. Hotel brands are also taking note. From yachts to luxury barges, hotels around the world have begun and are planning their own branded on-the-water luxury experiences: Ritz-Carlton, Four Seasons, Aman and Belmond to name a few.

Hotel companies that have a loyal following are well positioned to extend their brand to the sea. Many of these yacht guests are “new to cruise.” For hotel companies, it is also a way to continue building brand loyalty and to explore new destinations in a more efficient way, with one vessel able to reach multiple countries in a single itinerary.

Virtuoso travel advisors also revealed the hot and exciting new destinations travelers are heading to next:

Todos Santos, Mexico: Just north of Cabo San Lucas lies an enclave for artists and surfers. With 350 days of sunshine a year, travelers are guaranteed picture-perfect weather. Zach Rabinor, founder and CEO of Journey Mexico, a Virtuoso on-site connection, describes the untouched spot as “a magnet for those wishing to escape the crowds; it’s an enchanting town with a slower, more community-centered place.”

Maremma, Italy: Tucked away on Tuscany’s southern end, where soft sands are framed by pine groves, visitors will discover a corner of Italy only locals know. “The proximity of the countryside and sea creates plenty of opportunities for a truly immersive Italian experience,” says Simone Amorico, co-owner of Access Italy, a Virtuoso on-site tour connection. It’s also an alternative to Sicily following its surge in interest in part to the ‘White Lotus effect.’

Namibia, South Africa: The contrasting landscapes of Namibia are epic; the deep orange sand dunes that climb 1,000 feet (about the height of the Empire State Building) in height, petrified forests that rise from the middle of the desert and a coastline that appears like a mirage. Eleanor Flager Hardey, Virtuoso agency executive, says, “Its beauty is completely different than East Africa’s – a real sense of timelessness suffuses the whole region – the vastness is completely otherworldly.”

Tohoku, Japan: The region is home to unspoiled rural landscapes and historical treasures; a part of the country that has been untouched. There are no dazzling neon-lit arcades or bustling food markets. During the winter months, there’s endless powder snow – anywhere from 300 to 600 inches annually. “The hustle and bustle of modern Japan is a must-see for first-timers, but in Tohoku, travelers can relax and take in the traditions and nature of old Japan,” said Reeka Ninomiya, a Virtuoso advisor.

Virtuoso is one of the world’s leading global travel agency networks specializing in luxury and experiential travel. This by-invitation-only organization comprises morethan 1,200 travel agency locations with more than 21,000 travel advisors in 54 countries.

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