Greece is among the top five destinations that luxury travellers choose to visit this year, according to Condé Nast Johansens’ Luxury Vacation Habits 2025 study.
According to the study, Spain remains at the top of travellers’ preferences for luxury tourism for the second consecutive year, with a 30% share, with Greece in fourth place with a 17% share.
Italy (26%) follows in second place, France (25%) in third and the top five is completed by Portugal and the United States of America, each with a 16% share of luxury travellers.
Travel patterns and spending
Luxury travellers are expected to spend around €8,120 on their getaways in 2025, reflecting their huge desire for a premium experience.
In most cases, around 32% plan to make three or four trips during the year, while 30% – a slight drop of one percentage point compared to 2024 – intend to make two trips.
Interestingly, the months they choose to travel are also interesting, with September leading the way with 49%, followed by May (42%), June (41%), October (37%) and April (36%).
Regarding international travel, about 37% prefer to book 7-9 nights, 27% choose longer trips of 14 nights and 10% plan 10-night getaways.
On the other hand, domestic trips are of shorter duration, with 49% (up 4 points from last year) opting for stays of 3 to 6 nights and around 45% (an impressive jump of 18 points) choosing trips of 7 to 9 days, while the percentage for even longer domestic stays drops to 14%.
Luxury tourists travel with partners
A notable emerging trend is that many luxury travellers prefer a romantic retreat, with the vast majority of 81% now planning to travel with their partner, easily eclipsing travel with friends (27%) or children (25%). This shift suggests that this category’s travel is more associated with private getaways, rather than large group adventures.
City Break, Gastronomy and Wellness, the main pillars of interest
City breaks are gaining further ground, increasing their popularity by 4 percentage points, while beach holidays follow closely behind with an increase of 3 points, compared to 2024.
However, once at their destination, 76% of travellers rank good food as the top ‘source’ of interest, followed by nature (55%), art and culture (48%) and health and wellness (44%).
Spa experiences garner a 37% share of interest, with around one in three luxury travellers preferring a spa and wellness retreat.
Relaxation appears to be the main attraction in this case, and spending on such services is forecast to almost triple from €3,100 in 2024 to over €8,000 in 2025, with an average of around €300 per treatment.
Accommodation options
When it comes to where luxury travellers prefer to stay, the choices are varied. Around 60% are oriented towards boutique hotels, 55% prefer self-contained luxury accommodation and 38% choose international chains or private rental homes and villas. Meanwhile, around 32% prefer all-in accommodations, suggesting that comfort and luxury often go hand in hand.
Factors contributing to the destination decision
Weather and the price of accommodation are the two main factors in choosing a destination for luxury travellers – each cited by 67% of travellers.
Travel cost captures the interest of around 60% and around half (50%) are influenced by hotel discounts or offers.
Other aspects such as trip length, cancellation flexibility and recommendations from family and friends, combined with information from travel guides, online articles, websites and travel agents, play a key role in destination selection.
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