The unexpected vacation spots that wealthy travelers flock to

• Wealthy travelers are vacationing in a mix of traditional and emerging destinations.
• European hotspots like Rome and Paris will likely always be popular.
• Countries like Thailand, Slovenia and the United Kingdom are also seeing an increase in bookings.

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I see London, I see France.

After that, so what?

Well, apparently China, Canada and Slovenia, to name a few.

An increasing number of wealthy travelers plan to venture to major cities like New York, Rome and Paris in fall 2024 compared to 2023, according to luxury travel agency Virtuoso.

But let's be real: these famous metropolises will probably always be popular with globetrotters of all stripes. And after a few laps around the Colosseum and a few glasses of Bourdeaux near the Eiffel Tower, many are wondering: what's next?

“We have so many regular guests in Europe, and they have visited all the traditional places,” Misty Belles, Virtuoso’s vice president of global public relations, told BI. “They’re looking for something more unusual, unique and authentic than some of the more traditional tourist spots.”

Asian countries that wealthy travelers are increasingly visiting

According to Virtuoso, summer travel bookings in Thailand increased by 95% between 2023 and 2024. Japan saw a similar increase of 110%, while China saw a 68% increase (fall bookings for the latter increased by 146%).

Belles said the growing popularity of traveling to China and Japan was not surprising.

The two East Asian countries have been slow to reopen after the peak of the COVID-19 pandemic. Japan, in particular, was already welcoming growing numbers of tourists before 2020, creating even more pent-up demand, further reinforced by the crisis. weak yen.

As for their Southeast Asian counterpart, “prepare for Thailand to go crazy next year,” Belles said.

She cited the premiere planned for 2025 of “The White Lotus” season threewhich was reportedly filmed at the luxurious Four Seasons Resort Koh Samui and Anantara Mai Khao Villas Phuket. The first two seasons of the hit HBO series were filmed in Four Seasons Resorts in Maui, Hawaii, and Taormina, Italy. Both saw a surge in interest after the series' debut.

European hotspots

“In progress, wealthy travelers are attracted to a mix of classic and emerging luxury destinations,” Melissa Krueger, CEO of luxury travel wholesaler Classic Vacations, said in an email to BI. She said Europe “continues to be a first choice”, especially the “timeless experiences” of Italy.

But if you've already visited Rome, Florence and Tuscany, why not try Slovenia?

According to Virtuoso, summer bookings for the central European country increased by 24%.

“You start hearing more about them,” Belles said, highlighting the country’s situation. sustainability practices. “It's pristine, easy to navigate and much closer than people think. It attracts that customer who has visited other parts of Europe and is looking for something new and different.”

Holidays in Portugal also increased by 34% this summer.

Yes, Lisbon has, as Belles says, “always been there”. But the country's vibrant culture, lifestyle and authenticity are starting to attract more people, she said, adding that the country is more affordable than other European countries. “It doesn’t look like a very touristy destination.”

If you've already been to Lisbon, try the three-hour drive north to Porto. Classic Vacations told BI that bookings for the Portuguese coastal city increased by 63% between the first eight months of 2023 and the same period in 2024.

Or, for a greener, fresher getaway, head to the UK and Ireland. According to Virtuoso, these countries saw a surge in popularity this summer, with 32% more bookings than the previous year.

This is a phenomenon that the travel concierge service has also noticed.

Its senior vice president of travel, Kelly Grumbach, told BI the company had seen “exponential” growth in customer inquiries for Ireland and Scotland, attracted by outdoor offerings, accessibility, the emerging culinary scene and luxury hotels of these destinations.

Not just once, but twice. “We have seen many returns to the UK,” she added.

For closer options, try Canada or the Caribbean

Head north if you don't want to venture too far from the United States.

Virtuoso reported a 40% increase in bookings to Canada for summer 2024 compared to the previous year, in part because more travelers are seeking vacations in cooler climates.

Like Ireland and Scotland, America's next-door neighbor ticks many boxes for outdoor-loving travelers, like the iconic Banff National Park and its picturesque Lake Louise.

“People want to hike and have a farm-to-table dining experience,” said the CEO of Classic Vacations, calling B.C. “They want to go somewhere where they caught the salmon and picked the blackberries today. Where there are local microbreweries or wineries.”

Let's say you prefer the warmer weather and sand of Caribbean beaches. Then book a trip to the Dominican Republic, which saw a 23% increase in bookings this summer and another 105% increase for the upcoming holiday season, according to Virtuoso. Saint Lucia is also experiencing a similar 305% growth in vacation bookings.

Or follow the jet set and fly to Saint-Barthélemy, which, according to the luxury travel agency, saw a 37% increase in summer bookings.

St. Barthélemy has always been a popular destination – even more so now that the resorts have been beautifully rebuilt after the devastation of Hurricane Irma in 2017, according to the Virtuoso spokesperson.

The “piece of southern France located in the Caribbean,” as Quintessentially’s Grumbach called it, is also a destination where the company sees the most loyal customers.

“There are beautiful people, the restaurants are amazing and the travelers are happy because they are in the Caribbean,” Grumbach said.

Its customers also often seek out nearby hotspots like Jumby Bay Island and Anguilla. But not in the Dominican Republic, she said – unless they go to the Dominican Republic. Aman station, of course.