Virtuoso reports sustainability driving travel decisions in 2026

Virtuoso has released its 2026 Luxe Report, based on insights from more than 2,400 travel advisors across 58 countries, including over 240 Canadian advisors.

The report found that 52 percent of Canadian advisors say their clients are actively adjusting travel plans to mitigate the effects of climate change, an eight-point increase over last year. 

Of those advisors, 83 percent say clients are choosing shoulder-season or off-peak travel, 81 percent note a preference for destinations with more temperate climates and 56 percent say clients are purchasing insurance as a safeguard against climate-related disruptions, 13 points above the global percentage.

According to the 2025 Virtuoso Global Luxury Traveller Report, an annual survey of luxury travellers across 17 countries conducted in collaboration with YouGov, Canadians continue to prioritize weather and climate (69 percent), destination safety (64 percent) and availability of accommodations (58 percent) when planning trips.

Regarding spending, 37 percent of travellers are willing to pay more for companies that benefit local communities and the economy, 38 percent for those that preserve natural and cultural heritage and 30 percent for businesses that adopt environmentally friendly practices.

"Travellers are asking smarter questions, seeking deeper connections and expecting their journeys to make a positive impact," said Javier Arredondo, vice president, sustainability at Virtuoso. 

"As interest in sustainability continues to build, our role is to meet that momentum with real solutions, and we take that responsibility seriously. Virtuoso advisors can guide their clients toward thoughtful choices while delivering experiences with preferred partners and brands that are leading the way forward in sustainable travel."

Virtuoso has supported responsible tourism for more than 14 years, guided by three pillars: Protecting the Planet, Celebrating & Honouring Cultures and Supporting Local Economies.

This year marked the first Virtuoso Impact Summit, held in Lake Louise, Alberta. 

The network continues its annual campaign spotlighting partners advancing its sustainability mission.

Partner initiatives highlighted in the report include:

Protecting the Planet

Ponant Explorations Group gives scientists access to remote zones for data collection and funds study programs. 

Supported by partnerships with The Explorers Club and Woods Hole Oceanographic Institution, the company's efforts have earned 10 scientific publication citations to date.

Aurora Expeditions, a Certified B Corporation, supports global kelp, seagrass and coral restoration through its Ocean Regeneration program. 

Guests can participate in whale, seabird and phytoplankton research through its Citizen Science at Sea program. 

New ships like the Douglas Mawson feature advanced hull design and biofuel trials to reduce fuel use and emissions.

Celebrating & Honouring Cultures

Exodus Adventure Travels funds grassroots initiatives supporting women, youth and entrepreneurs through Community Kickstart grants. 

Since 2019, Exodus has funded 27 projects across Asia, Africa, the Americas and Europe.

Approximately 90 percent of the company's 600 guides are local to the regions they lead.

Supporting Local Economies

Micato Safaris, through its non-profit AmericaShare, funds a child's education in Kenya for every safari sold. 

Its affiliate, Huru International, has kept more than 450,000 girls in school across East Africa by providing free, reusable sanitary pads and trains women in sustainable textile production.

Lindblad Expeditions maintains local sourcing and sustainable procurement, with spending directed to family farms, fishermen, artisans and small businesses. 

Onboard Global Galleries & Markets showcase handmade crafts, with a portion of sales reinvested into the Artisan Fund for training, tools and expanded market access.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.