Virtuoso Survey Finds Growing Number of Luxury Travelers Prioritize Sustainability

Sustainability is not a passing trend for luxury travelers; it's a top priority influencing their choices and reshaping the way they're exploring the planet.

In fact, 68 percent of luxury travelers say that recent world events have encouraged them to travel more responsibly, compared to just 55 percent who expressed similar sentiments in 2024, according to a new survey conducted by global luxury travel network Virtuoso.

That increase signals a heightened awareness of global challenges, with surveyed travelers expressing concerns about everything from extreme weather to natural disasters, geopolitical instability and overtourism, says the Virtuoso report, which includes several key insights based on a March 2025 survey.

Along with increased awareness surrounding the fragility of the planet, there's a broader desire to safeguard the earth and its people. Global citizens are also recognizing the long-term benefits and personal fulfillment that sustainable travel brings to their journeys, according to the Virtuoso survey.

For instance, 62 percent agreed that traveling sustainably enhances their vacation experience, up from 44 percent last year.

"Sustainable travel has been viewed as either something observed by backpackers or, on the other end of the spectrum, an exclusive choice for a select few," Virtuoso's Vice President of Sustainability Javier Arredondo said in a statement. "We're now seeing sustainable tourism as an accessible option for travelers who recognize that doing good and traveling well are not mutually exclusive."

Moving From Intention Into Impact

Luxury consumers are increasingly turning their mindful outlook into action when booking travel.

In particular, 42 percent of consumers consider it is "very important" to choose travel companies that exhibit strong sustainability policies, which is a 15-point jump from 2024. Meanwhile, fewer travelers require additional information about sustainability before making travel choices, suggesting that well-heeled globetrotters are better informed than ever. 

The overtourism challenges facing global hot spots around the world, including Venice, Bali and Barcelona, are also not lost on the surveyed travelers. When asked what actions they would potentially take to curb overtourism, surveyed travelers said:

• 32 percent are willing to travel to alternative, less explored destinations.
• 26 percent would visit a popular destination during an off-peak season  (This is a sharp drop from the 47 percent who said they would opt for off-season in 2024).
• 5 percent would pay more to access a popular destination.

"While interest in visiting popular destinations during off-peak times fell from 47 percent in 2024, the percentage of travelers willing to adopt all three strategies more than doubled - from 13 to 30 percent," says the report. "This shift indicates a firmer commitment to tackling overtourism and a growing preference for lesser-known locales. " 

Transparency and Professional Guidance is Key

Luxury consumers also increasingly value transparency in relation to how their travel dollars are spent. This is especially true when it comes to ensuring that their spending benefits the communities and destinations being visited, according to the Virtuoso survey. 

About 59 percent remain willing to spend more on responsible, sustainable travel if they know how the funds are used. But in a positive development, the percentage of those always willing to pay a higher amount has risen from 4 to 13 percent over the past year. 

Finally, the demand for professional guidance in making informed decisions about sustainable travel is also on the rise.  The survey found that 25 percent of luxury consumers are more likely to travel responsibly if they have help from a reliable expert, such as a professional travel advisor, compared to just 16 percent last year. 

Additionally, 61 percent now feel connected to all three of Virtuoso's sustainability pillars: protecting the planet, supporting local economies and celebrating cultures. 

That's a significant uptick from 47 percent in 2024 and "demonstrates the need for a well-rounded approach to sustainable travel planning, with the trusted guidance of advisors playing a key role," says the report.

"Through deliberate action, mindful spending and a desire to make a difference, luxury travelers are looking to take a more active role in ensuring they travel responsibly," Arredondo, said.

Here is a closer look at some of the especially revealing survey questions:

Have recent global developments encouraged you to travel more responsibly? 

• 68%     Yes. 
• 32%     No. 

Which of Virtuoso’s three pillars of sustainable travel do you feel most connected to? 

• 15%     Travel should support local communities and economies. 
• 13%     Travel should preserve a destination’s cultural heritage. 
• 2%       Travel should protect the planet. 
• 61%     All of the above. 
• 9%       None of the above. 

Are you willing to increase your spend per trip to travel more responsibly? 

• 59%     Yes, if I know how the funds are being used.  
• 28%     No. 
• 13%     Yes, always. 

When making vacation plans, do you feel it’s important to choose a hotel, cruise line or travel company that has a strong sustainability policy? 

• 42%     Yes, it’s very important. 
• 26%     No, it hasn’t factored into my decision making. 
• 23%     It’s somewhat important. 
• 9%       I need more education on the topic first. 

What would you be willing to do to help curb overtourism? 

• 32%     I’d be OK traveling to an alternative, less-touristed destination. 
• 26%     I’d visit a popular destination during an off-peak time of year. 
• 5%       I’d pay more to access a popular destination. 
• 30%     All of the above. 
• 7%       None of the above. 

I believe that traveling sustainably enhances my vacation experience. 

• 62%     Agree 
• 26%     Disagree 
• 12%     I don’t know. 

Which factor could potentially help you travel more sustainably? 

• 25%     Guidance from a trusted source in making informed choices 
• 23%     Not having it cost significantly more 
• 18%     Knowing how my contribution as a sustainable traveler contributes to a greater good 
• 17%     Understanding my options 
• 9%       Having confidence in knowing it won’t diminish my overall experience 

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