WHY IT RATES: Virtuoso’s survey findings on the growing interest in sustainable luxury travel illustrate the importance its advisor members play in addressing – and in some cases exceeding the expectations – of the needs of their affluent clients – and how they stay one step ahead of emerging trends. — Claudette Covey, Executive Retail Editor
Virtuoso, the leading global network specializing in luxury and experiential travel, has released survey findings that provide a glimpse into how some of the most discerning travelers are approaching sustainable tourism. Based on responses from more than 250 Virtuoso travel advisors in the United States in March 2026, the survey reveals travelers are prioritizing decisions that reduce pressure on destinations, support local communities and enhance the overall travel experience.
When asked which aspect of sustainability has the greatest impact on their clients’ travel experiences, 57 percent of advisors pointed to avoiding overcrowded destinations as a top priority. Additionally, 25 percent identified supporting local communities and economies as a key factor shaping client preferences, reflecting the rising demand for more intentional and immersive travel experiences.
Advisors are also seeing a notable shift in travel timing, with 79 percent reporting that their clients are more regularly choosing to travel during off-peak times. Among this group, 60 percent of advisors said their clients are motivated by the opportunity to avoid crowds and mitigate overtourism, while 29 percent said they are drawn by the added value and flexibility of off season pricing.
As interest in sustainable travel continues to grow, advisors say a lack of clarity outweighs concerns over cost. While 23 percent of advisors cited insufficient information as the primary reason clients hesitate to choose sustainable options, only 10 percent of advisors said their clients see price as a deterrent.
Travel advisors play a critical role in addressing these perceptions by serving as a trusted source of clarity and expertise. They help travelers better understand how sustainable choices – such as traveling during shoulder periods or selecting environmentally responsible hotels and experiences – can enhance the journey without compromising quality or value. Drawing on deep destination knowledge and trusted industry relationships, advisors demonstrate that sustainability enhances the travel experience, not only actively elevating it by delivering added value in the moment but also contributing to more meaningful long-term travel outcomes.
To further support these efforts, advisors say travel companies should communicate clear, accessible details about their sustainability efforts, showing how these initiatives can both improve the travel experience and fit within a client’s budget. Nearly half of advisors agree (49 percent) that firsthand sustainability experiences, like educational trips or study tours, are the most effective way for travel partners to showcase their efforts.
“Many travelers want to make more thoughtful decisions about when and where they travel, but they need clear guidance to do so with confidence,” said Jessica Hall Upchurch, Virtuoso’s vice chair and sustainability strategist. “Advisors play a critical role in turning that intent into action, helping clients understand that through their choices, they can ease pressure on destinations and have an even better experience than they expected.”
For more than a decade, Virtuoso has been at the forefront of sustainability within the luxury travel sector. This commitment is evident through its Sustainability Council, featuring some of the leading voices in sustainable travel; its Sustainability Community, which facilitates business between advisors and partners; ongoing travel advisor training; editorial coverage in every issue of Virtuoso, The Magazine; and sustainability awards recognizing advisors and partners excelling in the space.
Virtuoso hosted its second annual Impact Summit from February 24-27, 2026, at The Palace, a Luxury Collection Hotel, in Madrid, bringing together some of the network’s most engaged member agencies and preferred partners focused on responsible tourism. More than a conference, the Impact Summit serves as a platform for shaping the future of sustainable luxury travel, strengthening collaboration across the Virtuoso network and reinforcing a shared commitment to positive impact for communities, cultures and the planet.
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SOURCE: Travel Experts.
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