Condé Nast Johansens, the global benchmark for luxury hotels, spas, and exclusive venues, has released the results of its annual survey, revealing consumer travel preferences, desires, and behaviors for 2025. The findings showcase a strong inclination towards European destinations, with Italy remaining a top choice among travelers.
According to the survey, Italy is chosen by 26% of respondents, making it the third most desired destination, following the United Kingdom at 50% and Spain at 30%. France, a close competitor, was selected by 25% of travelers, while Portugal rounded out the list with 16%. These results affirm that European destinations, particularly in the Mediterranean, continue to captivate luxury travelers, with Italy maintaining its allure for the upcoming year.
Travel trends for 2025 indicate a significant desire to explore international locations, as a remarkable 91% of consumers plan to travel abroad. Among these travelers, a preference for stays of 7-9 nights is evident, with 37% opting for such durations. City breaks are particularly favored, with 69% of respondents indicating interest, followed by beach vacations at 58% and countryside retreats at 51%. This balance reflects a dual desire for urban exploration and relaxation in nature.
Interestingly, the influence of Condé Nast Johansens’ printed guides remains strong, with 68% of travelers relying on these publications for travel inspiration. This statistic underscores the brand's prestige and reliability in the luxury tourism sector.
When it comes to interests, food and drink lead the way, captivating 76% of respondents. Nature and outdoor activities follow closely at 55%, while art and culture attract 48%. Wellness experiences also hold significant appeal, with 44% of respondents expressing interest in spa treatments and relaxation activities.
In the realm of luxury travel, a clear preference emerges for independent and exclusive accommodations, as 60% of travelers choose boutique hotels and luxury resorts. Key elements that enhance their stay include comfortable beds (72%), included breakfast (69%), and quality dining options (60%). For wellness-focused experiences, the most sought-after facilities are indoor pools (81%), hot tubs (73%), and saunas (68%).
Booking decisions are heavily influenced by climate and accommodation costs, with 67% of respondents prioritizing these factors. Before finalizing a reservation, 82% of travelers consult between two and five websites, while 70% prefer to book directly through hotel websites.
In the luxury travel landscape, digital reputation plays a crucial role. From destination selection to sharing experiences, social media emerges as a powerful tool for influence and inspiration. The survey reveals that Instagram is the primary platform for high-end travelers, with 69% using it for inspiration or to share travel-related content. Facebook follows with 48%, and TikTok, particularly popular among younger demographics, accounts for 22%. Other platforms like YouTube (18%) and Pinterest (14%) are also appreciated for their visual and creative components.
User engagement is notably high, with 36% of respondents posting content related to their accommodations, 30% tagging hotels or resorts, 27% writing detailed reviews, and 22% sharing links, reels, or stories mentioning brands. A significant 21% of users report selecting a property based on a recommendation from a content creator, highlighting the impact of authentic storytelling on booking decisions.
Condé Nast Johansens stands out as a trusted source for those seeking quality experiences. The guide's website boasts over 45,000 unique users per month, with an average of 270,000 page views. Users spend an average of 2 minutes and 30 seconds on the site, indicating strong engagement. The printed guides continue to serve as a valuable channel for international recognition and inspiration: 68% of respondents draw vacation inspiration from Condé Nast Johansens’ Luxury Hotels/Spa guides.
Among those familiar with the printed version of Condé Nast Johansens, 72% have seen it in hotel rooms, 21% at events or conferences, and 7% have purchased it. When it comes to reliable travel sources, Condé Nast Johansens and Condé Nast Traveller outperform competitors in facilitating travel bookings, with Condé Nast Johansens at 71%, followed by Condé Nast Traveller at 64%. Other platforms like Booking.com, Trip Advisor, and Airbnb trail behind.
Events also pique the interest of luxury travelers, with 63% expressing a desire to attend events organized by hotels affiliated with Condé Nast Johansens. Afternoon teas (38%) and wine tastings (33%) are among the most sought-after experiences. Regarding ideal destinations for international events, Paris (33%), Rome (28%), and Lisbon (28%) top the list.
The target audience for luxury travel is well-defined, with an average annual income of £73,000 and an average vacation expenditure of £6,900. The predominant age group is between 55 and 64 years old (32%), followed closely by those over 65 (34%), with women representing 65% of the total.
In summary, Condé Nast Johansens continues to be a leading resource for luxury travelers, offering inspiration, quality, and a wide range of exclusive options. With a growing focus on wellness, sustainability, and unique experiences, 2025 is poised to be a year of unforgettable travel.
