Travellers are no longer treating sustainability as a “nice to have”, but as a key factor influencing when and where they go, according to Virtuoso.
The rise of sustainability as a driving force behind travel planning was revealed by the luxury travel network’s2026 Luxe Report: Australia & New Zealand. The report drew insights from more than 2,400 of the “most respected” travel advisors across 58 countries, including more than 300 top advisors from Australia and New Zealand.
According to the findings, 35% of advisors said their clients are actively adjusting plans to “mitigate the effects of climate change”. Of these, 84% said their clients are choosing shoulder-season or off-peak travel, while 67% noted a preference for destinations with more temperate climates and 48% said they would purchase insurance as a safeguard against climate-related disruptions.
“Travellers are asking smarter questions, seeking deeper connections and expecting their journeys to make a positive impact,” Virtuoso’s Vice President, Sustainability, Javier Arredondo said. “As interest in sustainability continues to build, our role is to meet that momentum with real solutions, and we take that responsibility seriously. Virtuoso advisors can guide their clients toward thoughtful choices while delivering experiences with preferred partners and brands that are leading the way forward in sustainable travel.”
The findings of the 2025 Virtuoso Global Luxury Traveller Report, developed with YouGov, support this trend, outlining the top priorities for Australian travellers as: availability of accommodations (67%); weather/climate (64%) and ease of travel to a destination (63%). Travellers are also demonstrating a growing willingness to invest in responsible tourism, with 46% willing to pay more for companies that benefit local communities and the economy, 45% for those that preserve natural and cultural heritage and 37% for businesses that adopt environmentally friendly philosophies and practices.
Virtuoso highlighted its own long-standing commitment to responsible tourism which spans more than 14 years and is guided by its pillars of “Protecting the Planet, Celebrating & Honouring Cultures and Supporting Local Economies.
This year also saw the inaugural Virtuoso Impact Summit in Lake Louise, Alberta — a “milestone event” dedicated to advancing sustainable travel.
The network’s 2024–25 sustainable travel spotlight falls on Aurora Expeditions, described as “a trailblazer in adventure travel with purpose” and “one of the first expedition cruise companies to become a Certified B Corporation™.” Aurora’s initiatives — from “Ocean Regeneration and Citizen Science at Sea programs” to funding “kelp and seagrass restoration” and innovating with new ship designs like the Douglas Mawson – further underscore a shared industry commitment to “prioritise people and the planet in every aspect of their operations.”
