Inspired by our recent attendance at ILTM Cannes 2024, we bring you the latest insights from the show, highlighting the key luxury travel trends set to shape 2025. The Benelux countries (Netherlands, Belgium and Luxembourg)—for sure—is a destination that advisors should look into because it resonates deeply with these trends. With its cultural richness, and sustainable ethos, the region effortlessly blends tradition with modernity, offering travelers unique and transformative experiences. Here’s why and how.
1. Soft Travel
Journeys that prioritize simplicity and ease are resonating with luxury travelers seeking mental well-being. In the Netherlands, the Dutch way of life offers a perfect model for this trend, with its emphasis on balance, minimalism, and meaningful connections. Sapiens Travel DMC specializes in tailor-made tours designed to respect clients’ rhythms and interests, helping them forge genuine connections with their surroundings. Whether it’s a serene cycling tour through the countryside or a leisurely exploration of Amsterdam’s cozy neighborhoods, these experiences allow travelers to unwind and rejuvenate. Amsterdam uniquely combines opportunities for relaxation with cosmopolitan flair, creating a travel experience like no other.
2. F**k-it Lists
The term “bucket list,” which describes the things people want to do and see before they die, has been dominating the travel media landscape for several years. However, people are now less concerned about long-term scheduling. Instead, the focus has shifted toward short-term rewards and a “carpe diem” attitude. Now luxury travelers want to celebrate living in the moment: the term “F**k-It Lists” represent the thirst for more spontaneous, frivolous, fun, and liberating experiences that don’t necessarily require the same level of complex planning.
“F**k-It Lists” are often about getting out of your comfort zone and prioritizing personal fulfillment and adventure over ticking off popular or conventional tourist spots. They are also more imaginative, epitomizing the new mindset of celebrating spontaneity and living fully.
They also reflect how consumers are finding ways to justify spending more on extravagant hotel suites, business and first-class flights, private jets, and yacht charters. Requests for these exceptionally high-end experiences have increased 89%, according to Virtuoso advisors surveyed. Benelux offers the perfect backdrop for this trend:
Tomorrowland Festival (Belgium): An electrifying celebration of music, lights, and art that is a once-in-a-lifetime experience.Every July in Belgium.
Private Canal Dinner in Amsterdam (Netherlands): Imagine enjoying a gourmet dinner aboard a private boat, gliding through Amsterdam’s iconic canals.
Grand Prix in Zandvoort (Netherlands): Rising as one of the coolest Formula 1 Grand Prix events, offering a thrilling blend of racing excitement and a vibrant coastal atmosphere.
3. Express Wellness Journeys
Short but impactful wellness retreats are on the rise, catering to busy professionals seeking rejuvenation. In the Benelux region, travelers can indulge the Botanic Health Spa at the Botanic Sanctuary Antwerp, where it is possible to curated personalized spa journeys according to your needs, which is perfect for short wellness getaway. A highlight is their in-house Doctor especialized in both Traditional Chinese Medicine (TCM) and Traditional European Medicine (TEM), to combine the best of both worlds, such as detoxifying therapies, nutritional meals, and full access to luxurious amenities. At their bright gym, the coach can curate workouts as well.
4. Micro Adventures in Small Towns
Small-town charm is attracting travelers seeking authentic experiences without the crowds. Cities like Deventer, Zwolle, and Gouda in the Netherlands offer rich histories, charming streets, and vibrant local culture. In Belgium, destinations like Antwerp and Ghent provide an enticing mix of historical allure and modern luxury. Travelers can enjoy activities like cycling tours, cheese tastings, and visits to boutique breweries, all in a luxurious yet intimate setting.
5. XZBeta Travel: Multi-Generational Journeys
By 2025, the travel industry will witness an unprecedented milestone: seven generations traveling simultaneously. As Gen Z becomes parents to the world’s first "Beta Babies," a new wave of multi-generational travel is emerging. While only a fraction of Gen Zs may choose parenthood early, their influence on travel trends is undeniable, with platforms like TikTok shaping their inspiration.
The latest Virtuoso Travel Report highlights this shift, forecasting a new demographic of twenty-something parents seeking enriching family experiences. Benelux is well-equipped to cater to this growing trend.
The region offers a curated selection of boutique properties ideal for buyouts, ensuring privacy and exclusivity for families of all sizes. Sapiens Travel DMC enhances the experience with tailored activities that captivate every generation. Families can enjoy interactive visits to NEMO Science Museum and the Maritime Museum in Amsterdam, creative workshops like painting in the style of Van Gogh, or leisurely bike tours through lush countryside trails. Special welcome amenities designed for all ages are just one of the thoughtful touches we include to make every guest feel cherished.
6. JOMO (Joy of Missing Out)
In contrast to FOMO (Fear of Missing Out), travelers are now embracing JOMO—finding joy in slower, more intentional travel. Benelux’s laid-back vibe is the perfect match. Imagine leisurely canal-side dinners in Bruges, tranquil walks through Luxembourg’s forests, or savoring coffee in a cozy Amsterdam café—moments of pure joy away from the frenzy. The Offline Club in many cities in the Netherlands offers an added layer to this trend, providing serene settings where guests can fully disconnect and enjoy a digital detox.
7. Coolcation
Destinations with cooler temperatures are becoming more desirable due to increasing heat waves. Benelux is perfectly positioned to cater to this trend, with its year-round temperate climate rarely exceeding 30 degrees Celsius.
For those seeking serene, heat-free experiences, Texel and Friesland offer bucolic landscapes perfect for seafood lovers and for contemplating the tranquil beauty of the Wadden Sea. This temperature advantage makes Benelux an appealing choice for chic and down to earth vacation. Check our favorite hotels to nature and gastronomy lovers in the Netherlands to enjoy this trend at its best!
8. Sustainability-Driven Travel
In the realm of sustainability-driven travel, Benelux continues to lead the way, offering visitors countless eco-friendly options. A standout example in the Netherlands is Dille & Kamille, a beloved brand since 1974 that has championed sustainable practices. Instead of plastic bags, they provide reusable canvas alternatives, and their products focus on durability and eco-friendly materials rather than disposables. This philosophy aligns perfectly with travelers seeking greener choices. At Sapiens Travel DMC, all our gifts are sourced locally, to stimulate the donut economy in the city.
Additionally, transportation options within the region make sustainability seamless. The Eurostar now connects Paris, London, Brussels, Cologne, Amsterdam, and Antwerp with direct trains, making eco-friendly travel both convenient and efficient. Synonymous with cycling, the Netherlands has over 35,000 km of cycle paths and is often named as most bike-friendly country on the globe. While Amsterdam is well-known for its great number of bikes – with estimated 881,000 compared to 821,000 inhabitants – Utrecht consistently ranks as the nation's top cycling city.
Lastly, Schiphol Airport (AMS) installed a solar park spanning 7.7 hectares and featuring over 37,000 solar panels, the airport is paving the way toward sustainable aviation. These initiatives underscore the region's commitment to greener travel solutions and make Benelux an appealing choice for eco-conscious travelers.
9. Phenomena-Based Tourism
Travelers are increasingly drawn to natural and cultural phenomena. The Tulip Fields in the Netherlands are a global icon of seasonal beauty, attracting visitors eager to witness this vibrant spectacle. Luxury travelers can elevate their experience with private tours of hidden tulip fields or exclusive picnic and photo sessions.
10. Noctourism
Nighttime exploration, or noctourism, is gaining momentum, with travelers seeking to experience destinations after dark in extraordinary ways. Benelux offers an enchanting array of nighttime adventures. The region's celebrated Christmas markets are a testament to this trend, with magical destinations like Amsterdam, Ghent, Bruges, Brussels, Antwerp, Maastricht, and Valkenburg creating winter wonderlands filled with festive lights, artisan crafts, and seasonal delicacies.
In Amsterdam, the ice rink at Museumplein provides a picturesque spot for skating under the stars, framed by the city's iconic cultural landmarks. Events such as the Amsterdam Light Festival further enhance nocturnal exploration, transforming the city’s canals into glowing pathways of artistic expression. These experiences make Benelux a beacon for travelers seeking to embrace the magic of the night in style.
Why Benelux?
With its compact size, cultural diversity, and commitment to sustainability, Benelux provides the ideal canvas for transformative luxury travel. The region offers a rich tapestry of experiences, from serene countryside retreats to vibrant city escapes, ensuring there’s something for every traveler.
Amsterdam’s unique ability to combine relaxation with cosmopolitan flair, Brussels’ cultural depth, and Luxembourg’s natural serenity highlight the versatility of the region. Add to this the region’s focus on eco-consciousness, artistic heritage, and welcoming ambiance, and it’s clear why Benelux resonates deeply with today’s luxury travel trends.
At Sapiens Travel DMC, we specialize in curating bespoke itineraries that bring these trends to life, offering clients transformative experiences tailored to their desires. Ready to discover what makes Benelux so exceptional? Contact us to craft unforgettable journeys with unparalleled style.