Virtuoso reports strong growth, shifting demand at 2026 Seoul Symposium

Virtuoso shared new data on luxury travel trends during its 2026 Symposium, held April 15–19 at the Conrad Seoul, where 360 leaders from member agencies and preferred partners gathered from 33 countries.

The network pointed to continued global growth through 2028, based on data from Oxford Economics, despite some downward revisions to international travel forecasts for 2026. 

Domestic travel projections have edged slightly higher, with both segments still expected to grow through 2027 and 2028.

China showed the strongest gains in the latest update, with international leisure travel revised upward across all three forecast years and domestic travel for 2026 also increasing, with overall growth projected at up to three times the global average.

Against a backdrop of mostly single-digit global growth, Virtuoso said performance across its network is outpacing the market. 

Preferred partner sales through its U.S. agency members rose 20 per cent year-over-year in January and February 2026, followed by a 14 per cent increase in March.

Forward bookings also remain strong, with trips booked one to two years in advance up 23 per cent in the first quarter compared to 2025. 

Average daily rates for preferred partners increased between 10 and 12 per cent per month during the same period.

Live polling at the event highlighted how geopolitical tensions are influencing travel decisions. 

Seventy per cent of Virtuoso member agencies and 66 per cent of partners said clients are rerouting or choosing alternate destinations due to the Middle East crisis, while cancellations remain relatively low at 11 per cent and eight per cent respectively.

When trips are postponed or cancelled, concerns around personal safety and the risk of being stranded are the primary drivers, cited by 66 per cent and 64 per cent of member agencies.

As demand shifts, agencies reported bookings being redirected to Continental Europe (59 per cent), followed by North and Southeast Asia (39 per cent) and Latin America and the Caribbean (35 per cent).

Virtuoso's global Owner/Manager Outlook Survey points to continued confidence among agency leaders, with 78 per cent expecting sales to increase in 2026. 

Of those, 41 per cent anticipate double-digit growth, including 12 per cent projecting gains between 21 and 50 per cent. 

Agencies in Greater China reported the strongest growth expectations of any region, with 26 per cent anticipating sales increases of 21 to 50 per cent.

Geopolitical conflict (88 per cent) and political uncertainty (75 per cent) were identified as the top factors expected to impact luxury travel this year. 

Artificial intelligence is viewed more as an opportunity than a threat, with nearly twice as many respondents taking a positive view (35 per cent) as those who see it as a risk.

Hiring is also expected to increase, with 81 per cent of respondents planning to add staff in 2026. 

Independent contractors are a particular focus in Canada, the U.S. and the United Kingdom and Ireland, where roughly 60 per cent of agencies expect to add ICs.

In terms of traveller behaviour, discovering new destinations ranked as the top trend globally, cited by 72 per cent of respondents. 

Immersive and slower-paced travel followed at 49 per cent, while price-driven behaviours ranked among the least important factors for luxury travellers.

Virtuoso said the findings reflect ongoing resilience in the luxury segment, even as global travel conditions continue to evolve.

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