2025’s Top Luxury Travel Trends - and How You Can Experience Them at The Phoenicia Malta
July 16, 2025
From meaningful experiences to exclusive comfort, today’s luxury travel is personal, intentional and deeply rewarding.
The future of luxury travel means destinations and experiences that make you feel.
Today’s travellers don’t just want to go further - they want to go deeper, to discover purpose, personalisation and the kind of once-in-a-lifetime moments that linger long after the flight home.
Earlier this year, Virtuoso Chairman and CEO Matthew D. Upchurch visited The Phoenicia Malta for the 2025 Virtuoso UK/Ireland/Middle East Africa Forum, bringing together advisors from across these regions and global partners to network, discuss the latest trends, engage in meaningful peer-to-peer conversations, exchange best practices and more
As shared by Upchurch during his time in Malta, here are some of the top trends in luxury travel right now – and how a stay at The Phoenicia Malta can offer discerning travellers meaningful luxury experiences that are both memorable and right on trend.
Unique Cultural Experiences, Curated in Style
Destinations that marry historical depth with modern hospitality are thriving, says Upchurch.
Luxury travellers want more than just beautiful buildings – they want soul. And as Malta’s oldest and finest hotel, set right on the doorstep of the UNESCO World Heritage Site that is the capital city of Valletta, The Phoenicia Malta embodies the very soul of Malta.
From the hotel’s historic architecture to its curated art, from private walking tours to behind-the-scenes cultural experiences, everything at The Phoenicia Malta is rooted in the vibrant Maltese identity.
The feeling of being welcomed as part of something timeless is central to what today’s luxury guests crave – and it’s exactly what The Phoenicia Malta offers.
Unexplored Destinations in Off-Peak Seasons – but with Five-Star Comfort
The latest Virtuoso insights show luxury travellers are actively seeking lesser-known destinations and shoulder-season escapes. Malta, especially outside the peak summer months, delivers that balance: unique, sun-kissed and authentic.
The Phoenicia Malta’s central location and unmatched service excellence provides the best of both worlds - undiscovered experiences, without compromising luxury.
Guests can explore the quieter side of Valletta, enjoy five-star spa days minus the crowds and dine under Mediterranean stars even in winter or early spring, thanks to the enclosed conservatory within Contessa, The Phoenicia Malta’s landmark dining destination.
Solo Travel and ‘Cool-Cations’
Another rising trend? Solo travel – specifically, women-led solo journeys.
The safety, walkability and small size of Malta, combined with the warm hospitality of the English-speaking locals, make it an ideal destination for solo travellers from around the world.
For luxury travellers exploring alone, The Phoenicia Malta takes this concept several steps further. The hotel’s welcoming atmosphere, concierge services and wellness options offer guests just the right balance of independence and pampering.
Meanwhile, high-end travellers are also opting for ‘cool-cations’ in which they head to destinations with more moderate climates or travel during shoulder season to avoid extreme temperatures and busy crowds. In a recent survey of Virtuoso travellers, 32 percent said they are willing to travel to alternative, less-explored destinations, and 26 percent would visit a popular destination during an off-peak season – all in an effort to curb overtourism. With its sea breeze, extensive gardens and calming harbour views, The Phoenicia Malta more than fits this description for this new way of travelling.
The Personal Touch of Luxury
Human connection and the personal touch in travel are essential.
According to Upchurch, as tech continues to seep into every corner of modern life, luxury travel now means offering guests ways to – almost literally – switch off. That means bringing humans back into the heart of hyper-personalised experiences, with bespoke touches in every detail to make the trip more meaningful and memorable.
The Phoenicia Malta has always championed this approach, taking the time to learn about each guest’s preferences and vision for their holiday before they arrive, and crafting details that reflect their story.
Whether it’s remembering a guest’s favourite wine, arranging a surprise birthday picnic in the gardens, or suggesting a hidden local cove for a morning swim, The Phoenicia Malta team makes sure guests feel seen.
“At the end of the day, we are all in the ‘how did you make me feel’ business” said Upchurch. “If the guest feels ‘seen,’ it creates loyalty – a stickiness that stays with them that ultimately translates into a long-term connection to the hotel, destination and the advisor.”
A Luxury Stay That Reflects What Matters
As confirmed by Upchurch, luxury travel in 2025 isn’t so much checking in for flights or hotels, but more checking in with yourself, while discovering places that speak to your values, your rhythm and your story.
At The Phoenicia Malta, we’re proud to be a destination where the old-world elegance of Malta meets the new-world luxury traveller’s mindset.
Discover your own next chapter at The Phoenicia Malta by booking your stay at www.phoeniciamalta.com.
