ILTM Cannes 2025: Key Luxury Travel Insights and Highlights

We have compiled these insights from articles released during ILTM Cannes 2025, the global luxury travel event held this week. ToolBox Consulting produced the Finland Lapland–focused stand, which drew significant attention: pre-scheduled meetings were fully booked, and overall visitor numbers increased by 30%.

This year’s ILTM Cannes gathered nearly 10,000 attendees on the French Riviera, once again proving its status as the world’s leading platform for luxury travel professionals. From major hospitality brands launching high-profile expansions to boutique operators introducing new concepts, the week was marked by strategic networking, high-energy programming, and deeper conversations about the future of high-end travel.

Internova Travel Group findings

Among the most talked-about players was Internova Travel Group, which outlined how it intends to “shake up” the luxury sector by redefining access, personalization, and premium mobility. Through programs such as CURATED Hotels & Resorts and SELECT In-Country Partners, Internova’s advisors offer travelers entry to carefully selected stays and trusted local experts—experiences not available through traditional channels.

Internova’s premium and private air portfolio has also become one of the most robust in the market, including its own private air offering. This gives travelers greater flexibility, comfort, and exclusive benefits made possible through Internova’s global scale.

“Privacy has become one of today’s most powerful luxury currencies,” said Albert Herrera, Executive Vice President of Partner Relations at Internova. From private yachts and island buyouts to remote expedition cruises, demand for bespoke and deeply meaningful journeys continues to rise—and Internova’s advisors are increasingly central to delivering them.

Internova’s presence at ILTM Cannes was extensive, with 150 luxury advisors onsite from ALTOUR, Global Travel Collection, In The Know Travel Experiences, Nexion Travel Group, Travel Leaders Network’s Luxury Leaders Alliance, and Andrew Harper. Senior leadership also shared updates on how the company is evolving to match the expectations of today’s luxury traveler.

The company represents more than 100,000 travel advisors in over 80 countries, serving luxury, leisure, corporate, and entertainment clients. It was recently named to Forbes’ Most Trusted Companies in America 2026, the only travel services brand to receive that recognition.

New Trends

Internova released fresh 2025 year-to-date insights at ILTM Cannes, based on real booking patterns from its worldwide network of advisors. Key findings include:

• Strong Global Markets
• Europe remains one of the strongest luxury markets.
• Japan is experiencing particularly rapid growth, with travelers expanding beyond Tokyo into Osaka and other cities.
• The Caribbean continues its stable rise as a top-tier leisure destination.
• Privacy & Wilderness Experiences
• Nature-driven luxury is growing across Patagonia, Atacama, and the Galápagos, signaling traveler appetite for sustainable and immersive exploration.

Sea Travel on the Rise

The average luxury cruise booking now exceeds $20,000, up 8% year over year.

Yacht bookings average $38,000, nearly 20% higher than last year, driven by the desire for privacy and fully customized at-sea experiences.

Antarctica expedition cruising remains one of the fastest-growing segments.

A Changing Luxury Consumer: Visa’s Global Outlook

Dr. Simon Baptist, Principal Economist for Asia Pacific at Visa, presented a global luxury outlook indicating that luxury spending is no longer confined to the ultra-wealthy. While the top 1% remain major spenders, growth is increasingly driven by the top 5–20% “emerging affluent.” These consumers are especially prominent in Dubai, Singapore, and London, and are reshaping demand worldwide.

Markets such as India and China are creating new millionaires at unprecedented speed. But unlike traditional buyers of luxury goods, these travelers seek curated, meaningful experiences—emotional engagement over opulence for its own sake.

Luxury advisors at ILTM confirmed that affluent travelers are more adventurous than ever, willing to book far-flung destinations when the value and emotional payoff are clear. Transparency is essential: high-end clients now expect virtual villa tours, sharply detailed itineraries, and sophisticated wellness offerings from the outset.

The Quiet Story: AI Hasn’t Delivered… Yet

Despite the industry’s loud claims about “leveraging AI,” there was an underlying consensus at ILTM Cannes: AI has not yet produced measurable returns on investment for most luxury travel brands. While companies are collecting guest profile data and experimenting with AI-driven itinerary design, the only clear cost benefits so far arise from staff replacement, a practice many brands hesitate to pursue.

The promise of AI remains strong—but 2025 data suggests that luxury travel is still driven more by human expertise than digital automation.

Looking Ahead: ILTM Cannes 2026

ToolBox Consulting will once again take a leading role at next year’s event by organizing a joint stand for the Baltic and Nordic countries at ILTM Cannes 2026. The registration site will open soon, offering destinations and partners an opportunity to join this high-visibility regional showcase.