Every trend from Virtuoso’s 2018 Australian Luxe Report

Waiter serving a glass of sparkling white wine

Global reports are great, but you know what’s even better? Ones that focus solely on the land down under.

We’re an interesting lot and our travel choices are as diverse as our country is big.


So what can Virtuoso’s 2018 Australian focused report tell us about ourselves?

Well, first and foremost, we’re all about ticking buckets. Metaphorically that is, not actually marking off bits of plastic.

We are also in the midst of a love affair is with Japan, which was the top of the list of emerging destinations for the coming year, followed by Iceland and Portugal.

Unsurprisingly, global results also reveal Australia is high on the list of most desirable destinations.

So what else?

We love America, with the US ranking as the second most popular global destination for Australians.

Despite the distance, our favourite US city is the Big Apple, while Hawaii’s islands are another popular drawcard.

Japan and Sri Lanka made both the emerging destinations and most popular lists, while the cooler parts of Iceland and Norway also stand out as emerging destinations for Australians in 2018.

Young Australians are heading to Europe and Asia, with Greece and Croatia sharing the top ranking for Millennials, followed by Vietnam and Bali, both in second place.

Seeking Southern Hemisphere adventure with Antarctica the top adventure destination, followed by New Zealand, the Galapagos, South Africa and Peru, all made the “top 5” list.

“Australians always have a robust bucket list and start each year ready to explore the world.”

“This year it seems that many are drilling down the list beyond the perennial favourites to exotic cultures and natural wonders,” Virtuoso Asia Pacific Managing Director, Michael Londregan said.

“It’s clear that 2018 will be a year of exploration and immersion. Perhaps it’s the geopolitical climate, but there is no doubting the trend for destinations that were once warm, are now hot.

“The reality is that many of the favourite destinations have limited capacity so travellers are advised to plan early. Only 44,000 people a year get to explore Antarctica, so when it becomes vogue, demand exceeds supply.

“Making people’s bucket-list dreams a reality is exactly the kind of travel Virtuoso’s advisors are experts in delivering and it’s easy to locate a seasoned advisor on Virtuoso.com.”

So finally, here are all the key findings from the 2018 Virtuoso Luxe Report Australian Edition:

Emerging destinations:

  1. Japan
  2. Iceland
  3. Portugal/Cuba (tie)
  4. Sri Lanka
  5. Norway

Most popular destinations:

  1. Italy
  2. United States
  3. Canada
  4. Japan
  5. Sri Lanka

Most popular US destinations

  1. ‪New York
  2. ‪Los Angeles
  3. ‪Oahu
  4. ‪Rocky Mountains
  5. Maui

Most popular family destinations

  1. Fiji
  2. ‪Italy
  3. ‪Thailand /New Zealand (tie)
  4. ‪Indonesia
  5. Los Angeles 

Most popular adventure destinations

  1. ‪Antarctica
  2. ‪New Zealand/Galapagos (tie)
  3. ‪South Africa/Peru (tie)
  4. ‪Vietnam
  5. Chile/Botswana (tie)

Most popular honeymoon destinations

  1. ‪Maldives
  2. ‪Fiji/Italy (tie)
  3. ‪Thailand
  4. ‪Bali
  5. Maui

Top cruise

  1. ‪Mediterranean
  2. ‪Alaska
  3. ‪European River
  4. ‪South Pacific
  5. ‪Baltic Region

Millennial destinations

  1. ‪Greece/Croatia (tie)
  2. ‪Vietnam/Bali (tie)
  3. ‪New York/Thailand (tie)
  4. ‪Cambodia
  5. Italy/Peru (tie)

Top motivations

  1. ‪Crossing off bucket-list items
  2. ‪Seeking authentic experiences
  3. ‪Exploring new destinations
  4. ‪Rest and relaxation
  5. ‪Personal enrichment

Top travel trends

  1. ‪Multi-generational
  2. ‪Active or adventure
  3. ‪Luxury cruises
  4. ‪Ocean cruises
  5. River cruises

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