We’re well into another busy summer for European travel. But this summer, travelers have discovered the hardest part of planning a trip isn’t so much choosing where to go — it’s securing access to sought-after accommodations and experiences once in destination. According to a recent summer travel trends report by Classic Vacations, the leading luxury travel advisor resource, Europe continues to lead summer bookings with strong demand across Italy, Greece, France, Spain, and Portugal.
Within these destinations, premium room categories and suites are increasingly booking 9–12 months in advance. Sought-after experiences such as hard-to-secure restaurant reservations, private transfers and guides, yacht charters, beach clubs, and iconic attractions are also filling months ahead of travel dates, creating a new reality where advance planning and local expertise are becoming increasingly essential.
According to Melissa Krueger, CEO of Classic Vacations, luxury travelers are now booking a year ahead to ensure the vacation of their dreams. I chatted with Krueger to get the scoop on now the new luxury in Europe has become access and all the latest on where summer travelers are headed this year. From booking further in advanced to a slower focus on more curated experiences, here’s how summer luxury travelers are changing their European trip itineraries.
Summer luxury travel demand
“This year, travelers are really gravitating toward destinations that offer a mix of cultural immersion, like hands on culinary experiences and historical tours, natural beauty to explore, and plenty of opportunities to relax,” Krueger shares. “Because of this, we’re seeing particularly strong demand for Italy, Greece, France, Spain, and Portugal, with Italy continuing to be one of the strongest performers, especially destinations like the Amalfi Coast, Portofino, Capri, and Sicily. Steady bookings for Greece’s iconic islands also reflect travelers’ appetite for coastal European escapes,” she shares.
The challenge of securing access
Krueger says that in many ways, luxury today isn’t just about taking the vacation itself. Instead, it’s about “Being able to experience the destination exactly the way you envisioned. Travelers are realizing that securing those experiences often requires planning further ahead and working with someone who understands the destination and has the right relationships on the ground,” she shares. Having access through a local expert guide or advisor can help travelers gain access to the people, places, and experiences that make a trip truly memorable.
Today, Krueger says luxury travelers are securing their trips nine to twelve months in advance, especially when villas, premium suite categories, connecting family accommodations, or highly sought-after hotels are involved. “Compared to pre-pandemic years, we’re seeing luxury travelers take a much longer-term approach to planning European travel as they invest more in these trips and place greater importance on securing the accommodations and experiences they want,” she shares.
For many luxury travelers, working with a travel advisor offers the help of an experienced advocate before, during, and after travel. Travel advisors help “Coordinate the details behind the scenes, anticipate potential challenges, and ensure travelers have someone in their corner if plans change unexpectedly. Ultimately, advisors create a more seamless experience from start to finish, allowing travelers to spend less time worrying about logistics and more time enjoying their trip.”
“Whether it’s a private after-hours museum tour, a coveted restaurant reservation, a yacht charter, a private driver, or an expert local guide, advisors help travelers gain access to the people, places, and experiences that make a trip truly memorable. They can also coordinate private excursions and ticketed events in advance, creating a more seamless and personalized journey from start to finish.”
Rising European destinations
Not only are travelers needing to book further in advance, but many are also shifting away from Europe’s traditional hotspots due to over tourism. Places like Amalfi Coast or Santorini that are stunning (but small) often feel overcrowded and lack the ability to plan a truly complete vacation. Personally, after I was completely disappointed with my trip to the Amalfi Coast last summer due to this same reason, I can totally understand why travelers are seeking new European destinations for a different feel. For that reason, I think Malta will soon gain even more interest amongst U.S. travelers.
“Overtourism is certainly driving interest in lesser-traveled destinations like Puglia, Sardinia, Montenegro, Paros, and Naxos, particularly as travelers look for a slower, more relaxed ways to experience Europe. Being coined “destination dupes,” many travelers are realizing that they can find incredible food, beautiful landscapes, rich history, and authentic cultural experiences in these destinations – all without the crowds that often accompany a trip to Europe in the summer.”
Slower, more immersive travel
Luxury travelers are also rethinking their itineraries, moving away from the idea that their time needs to be completely packed from morning to night. “Rather than trying to visit multiple countries in ten days, they are choosing to spend more time in fewer destinations. This shift allows travelers to settle into a destination and experience it at a more natural pace. It’s a style of travel I personally love because it allows you to truly connect with a place rather than rushing from one destination to the next,” she shares.
The slower travel focus places a heavy emphasis on prioritizing experiences such as private guided tours, vineyard visits, cooking classes, sailing excursions, hiking, wellness experiences, and opportunities to connect with local culture. Part of this trend is driven by a growing desire for balance, as travelers seek vacations that feel enriching and memorable at a natural and easy pace.
Krueger shares that she’s also seen the demand for services like private yachts, private charters, and curated local experienced rise as travelers increasingly “prioritize the quality of their experiences over the quantity of destinations they visit. Rather than stretching their budgets across longer itineraries or additional stops, many are choosing to invest in services that elevate the overall journey. This shift is being driven by a desire for more seamless, personalized travel experiences that offer greater flexibility and allow travelers to connect with a destination in a way that feels more meaningful and aligned with their interests.”
