Canadian luxury travel advisors are showing the strongest confidence in three years as they enter 2027, according to the Virtuoso Luxe Report for Canada. The findings show a fundamental change in how affluent travelers approach trip planning, shifting focus from traditional luxury symbols to access, value, and meaningful experiences.
The survey gathered responses from 1,300 advisors representing 27 member agencies across Canada. It found that 23% anticipate a “significant” increase in leisure travel demand, with a further 50% forecasting a “slight” rise. When it comes to spending, 61% of advisors predict higher per-trip budgets, while only 18% see no change in outlays. This indicates luxury travelers are prioritizing impactful experiences over maintaining fixed spending levels.
Italy remains Canada’s leading international destination, but Japan has moved into second place. Meanwhile, Iceland and Antarctica reflect growing interest in cultural, natural, and high-adventure travel. The data shows a clear preference for destinations that combine exclusivity with greater accessibility, whether through new flight connections, streamlined visa processes, or full luxury packages.
Expanded Routes Boost Luxury Bookings
The report outlines five major trends shaping travel plans for 2027. The first, labeled “Air Supply,” highlights how expanded airline routes and luxury infrastructure are converting interest into actual bookings. For instance, Mexico benefits from direct flights and high-end resorts, while Asia sees increased demand due to visa reforms and nonstop connections. Advisors report that planning these trips has become significantly simpler, making complex itineraries more achievable.
A second trend, “Fancy-flation,” describes how travelers strategically use exchange rates to maximize their budgets. Destinations like Vietnam, Argentina, and Colombia are gaining popularity by delivering luxury experiences at lower costs without compromising quality. Clients continue to demand private guides, exclusive dining, and premium accommodations, but they now focus on optimizing where to allocate their funds.
The report also highlights the evolution of multicity trips, now referred to as “city-maxxing.” Travelers are designing itineraries that contrast experiences—pairing safaris with beach retreats or cultural immersion with relaxation periods. This approach requires advisors to balance pacing alongside destination selection. The trend aligns with the rise of “Gen-XYZ-peditions,” where multigenerational groups book specialized expeditions.
Solo Travelers Demand Curated Experiences
Another significant shift is the growth of “Solitary Refinement,” where solo travel is becoming more sophisticated. Forty percent of advisors identify guided tours as the leading category, with health and wellness rising to second and women-only solo travel debuting at third. Destinations like Portugal, Iceland, and Croatia are emerging as preferred locations, moving beyond traditional solo travel hotspots. This trend emphasizes intentional design rather than isolation, whether for personal development or curated social experiences.
The data suggests these changes represent lasting shifts rather than temporary trends. Advisors report that 37% of clients now seek highly personalized luxury options.
Advisors Now Act as Financial Strategists
The Virtuoso Luxe Report also shows the growing importance of travel advisors in helping clients handle these changes. Virtuoso’s data shows that 79% of luxury travelers now actively seek advisors—not just for bookings, but for strategic guidance. This includes optimizing spending across currencies, designing balanced itineraries, and securing exclusive access. Advisors note that clients increasingly arrive with predetermined budgets and ask where their funds will yield the most premium experiences. The role has expanded from logistics to financial and experiential consulting.
This shift is reflected in sales growth, with Virtuoso member agencies in Canada reporting a 13.4% increase in bookings year-over-year. Globally, every Virtuoso region is experiencing double-digit sales growth, indicating a broader rise in high-end travel demand. The report attributes this partly to simplified planning, expanded airline routes, visa reforms, and luxury infrastructure have reduced barriers to complex trips. For example, Asia’s growth is driven by new nonstop flights and relaxed visa policies, while Mexico’s appeal stems from direct connections and high-end resort developments. This creates a cycle where easier access fuels curiosity, which in turn drives demand for tailored, high-value experiences.