Europe captures 38% of the luxury travel market, but change is coming

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Europe captures 38% of the luxury travel market, but change is coming, according to Zicasso's Summer 2025 Luxury Travel Trends Report. This shift is especially evident in the growing interest in destinations like Scandinavia, Africa and Asia, offering experiences that go beyond the conventional. Rather than gravitating solely toward lavish settings, travelers are now drawn to places that foster a deeper sense of purpose and presence.

These destinations reflect a new definition of luxury that values meaning as much as material comfort. Here's where travelers are expanding their idea of indulgence, and the destinations redefining what luxury looks like now.

The shift toward off-peak, purpose-filled travel

Travelers are rethinking the summer rush, with data showing just how strong the shift has become. May 2025 bookings jumped 27.4% compared to last year, revealing a strong preference for earlier departures. This front-loading of the summer season signals a major behavioral shift, where travelers want the luxury of space, comfort and calmer temperatures without the crowds, and they're willing to move their schedules forward to find it.

Building on this momentum, destination preferences are also evolving. While traditional favorites like Italy, France and the Caribbean continue to perform well, luxury travelers are broadening their horizons. Demand is steadily shifting toward destinations offering new perspectives and toward travel seasons that feel less crowded and more personal.

Northern Europe, in particular, has emerged as a sweet spot for travelers seeking temperate weather, with Scandinavia experiencing a nearly 120% increase in luxury travel spending year-over-year. In parallel, Asia and Africa are also experiencing sharp growth, with luxury bookings in the Middle East and Africa increasing by more than 30%. In Southeast Asia, daily rates in Indonesia and Thailand are climbing by over 20% as demand surges.

Europe's crown jewels

Italy, Greece and France still dominate luxury wishlists, but what's interesting is how travelers are now deepening their experiences in these familiar places. From pasta-making in Tuscany to post-Olympic Paris, these spots balance heritage with a fresh twist.

Italy

Still the undisputed leader of luxury travel, Italy claims 18.4% of total summer trip requests in 2025. The country's enduring allure lies in its seamless blend of cultural richness and indulgent simplicity, with that distinct mix of craftsmanship, cuisine and character that continues to draw travelers in.

In Florence, travelers gravitate toward handcrafted leather workshops that keep centuries-old traditions alive. Rome invites a gentle start to the day with a quiet visit to the Pantheon, before slipping into the bustle of Campo de' Fiori, where locals stock up on seasonal produce, fresh flowers and espresso from nearby cafes.

Tuscany offers a slower pace of luxury. Guests take part in pasta-making classes held in countryside estates, followed by alfresco dinners overlooking vineyards bathed in golden hour light. Down on the Amalfi Coast, cliffside properties like Le Sirenuse in Positano offer an elevated Mediterranean escape, where sea-view balconies, refined coastal fare and curated wellness programs create a timeless and tailored stay.

Greece

The second most requested destination is Greece, capturing 10.9% of summer luxury travel requests in 2025, even amid a slight dip in overall demand. Despite rising competition from newer luxury markets, Greece maintains a loyal following, thanks to its rich history, dramatic coastlines and tradition-infused hospitality.

The Cyclades remain a romantic draw, especially Santorini, where vow renewals at sunset and honeymoon stays in cave suites carved into the caldera offer a blend of intimacy and iconic views. In Athens, the sensory experience continues at the Varvakios Agora, a market overflowing with briny olives, tangy cheeses and aromatic herbs just a few blocks from classical ruins.

For culturally curious travelers, the ancient Temple of Poseidon at Cape Sounion equally delivers a blend of mythology and natural drama, especially during the golden hour. These details make Greece feel timeless and luxuriously personal.

France

Ever the icon of elegance, France has seen a renewed interest following the 2024 Olympics. Travel bookings to France during the Games were up 52% compared to the same period the year before, with international and domestic air travel rising in 2024.

In Paris, travelers are drawn to experiences that feel curated and refined. Private gallery tours in Le Marais and behind-the-scenes access to the Palais Garnier deepen the sense of cultural immersion. Beyond the capital, vineyard-hopping through Bordeaux or Provence reveals family-run domaines offering private tastings and seasonal food pairings.

The rise of purpose‑driven luxury

Today's travelers want more than opulence; they want meaning. Finland, Thailand and Kenya lead the way in slow, soulful travel that feels good and does good. Whether it's reindeer safaris under the aurora or guided meditation in rice paddies, here's how luxury in these countries connects.

Finland

As a country redefining what Nordic luxury looks like, Finland is forecast to generate more than $28 billion in tourism revenue in 2025. Interest in sustainable escapes is growing, and this northern gem has become a top choice for travelers seeking both serenity and spectacle.

Levin Iglut ‘s glass-domed suites, positioned for optimal aurora viewing, blend peaceful isolation with refined Nordic design in the heart of Lapland. It feels remote, yet everything is thoughtfully designed for comfort, perfect for a quiet, starry getaway. While in the region, guests can also enjoy Restaurant Aanaar in Inari, which offers seasonal tasting menus inspired by Sámi culture, featuring ingredients like reindeer, whitefish and spruce shoots, all sourced locally.

Kelo Resort, tucked away in the village of Yli-Kyrö in Lapland, brings high-standard luxury to a region known more for its remoteness than refined hospitality. As the only hotel in the area, it offers guests a blissful sense of space and uninterrupted access to one of Finland's largest national parks. Just a few miles away lies Pallas-Yllastunturi National Park, known for having some of the cleanest air in the world, which adds to the resort's appeal if you're looking for stillness, nature and clarity.

Thailand

Attracting those seeking restorative luxury, particularly during the Northern Hemisphere's winter, Thailand stands out as one of Zicasso's top-performing destinations in 2025. This appeal isn't limited to coastal retreats and countryside escapes, as urban settings are also rising to meet the moment.

Lebua at State Tower offers panoramic river views, and every room is a suite with its own bedroom, bathroom, living area and private balcony, which is rare in a city known for compact space. On the other hand, Amara is a sleek 250-room property offering panoramic skyline views, blending personalized service with a location ideal for business travelers and city explorers.

INNSiDE by Melia is a property that blends Bangkok's boldest design inspirations into a fresh hotel concept that balances comfort and style. Guests unwind in an infinity pool on the 34th floor with a transparent bottom, enjoy Spanish tapas and Thai flavors at its signature restaurants and take advantage of 24-hour room service and innovative meeting spaces. It's stylish, smart and surprisingly chill for being right in the city.

Kenya

Rewriting the safari playbook, Kenya offers a new kind of luxury that is culturally rooted and regenerative in its impact. According to Zicasso's 2025 Summer Travel Trends Report, year-over-year growth in safari bookings continues to rise, with Kenya standing out for its evolving, community-centered approach.

Kenya blends wildlife experiences with authentic cultural engagement. This fusion of nature and heritage is best experienced through places like Segera Retreat in Laikipia, where guests stay in solar-powered villas surrounded by wildlife corridors, with opportunities to engage in reforestation projects and learn from local communities through the Zeitz Foundation.

For a truly hands-on approach, Lewa Wilderness Lodge near Mount Kenya allows guests to track rhinos alongside trained rangers and participate in tree-planting efforts that restore degraded grasslands. These experiences represent a new era of Kenyan luxury, which is less about game viewing and more about meaningful exchange.

Surging stars beyond Europe

Some destinations are making bold moves in 2025, rising fast on the luxury charts. Think vast landscapes, rich stories and elevated experiences in Australia, Scotland and South Africa. If you want to go where the buzz is building, start here.

Australia

With a 119.2% increase in bookings, Australia has skyrocketed in luxury travel demand. This momentum reflects a growing global appetite for experiences that combine cultural storytelling, natural wonder and remote luxury.

Luxury lodges like Longitude 131° provide eco-conscious design and uninterrupted desert views, with views that stretch to Uluru and across the desert to Kata Tjuta. Sixteen tented pavilions are dotted among the red-rust dunes, each offering a glamorous base to explore Australia's Red Centre while connecting with Aboriginal heritage, vibrant artwork and contemporary Australian dining.

Travelers can also indulge in a more refined experience at Jackalope Hotels ‘ Rare Hare Wine & Food Store on the Mornington Peninsula. With vineyard views, bold design and a focus on seasonal produce, it blends culinary artistry with coastal luxury just an hour outside the city.

Scotland

Thanks to its atmospheric blend of history, natural beauty and high-touch experiences, Scotland's luxury interest increased to 73.9%. Stirling Castle offers exclusive after-hours access where guests can enjoy harp performances in medieval halls and rooms once walked by monarchs. Generations of Scottish rulers expanded and embellished the castle over time, and its lavish Royal Palace stands today as a striking showcase of Renaissance influence and regal ambition.

In the Highlands, Alladale Wilderness Reserve lets guests hike through ancient pine forests by day and sip fireside drams by night, all while directly supporting conservation and rewilding efforts. The reserve also features three fully catered lodges available for exclusive use, where visitors can choose from the grand Victorian-style Alladale Lodge or opt for more secluded stays at Ghillie's Rest or Eagle's Crag, each offering a different vantage point on Highland luxury.

South Africa

As travelers look for diversity in landscape and experience, South Africa's luxury bookings rose 55.8% in 2025. In Cape Town, the journey often begins with a glass of chenin blanc at a vineyard in Stellenbosch. Some estates now include overnight stays in architecturally striking lodges and multi-course menus prepared by chefs with international Michelin-starred training.

Urban travelers also find luxury in Johannesburg's growing design and arts scene. High-end galleries, rooftop cocktail bars and private fashion ateliers are replacing more casual weekend markets, offering a curated view of the city's creative pulse with a distinctly upscale edge.

The next chapter in luxury travel

Luxury travel is transforming. The most exciting part? It's becoming more personal, purposeful and seasonal. Today's journeys are curated for meaning and memory, from aurora safaris in Lapland to rice paddies in Thailand and castle stays in the Highlands. The world isn't just being explored; it's being experienced differently, one thoughtfully chosen moment at a time.

A luxury travel, food and adventure journalist with a passport full of stories from over 46 countries, Mandy specializes in uncovering unforgettable experiences across the globe. With a deep love for the Far East and a diver's eye for hidden worlds, she brings readers along on immersive journeys that blend indulgence with discovery, and she shares it all on Ticket to Wanderland.