Our readers’ demonstrated a consistent appetite for articles exploring off-the-beaten-track destinations, reflecting the desire to explore beyond the conventional. Such destinations invite travellers to slow down, immerse themselves in local traditions, and rediscover the joy of unhurried exploration.

As we look toward to 2025, this trend is expected to grow, as reports indicate the increasing importance of authentic cultural experiences for modern travellers (Source: Mckinsey & Company). Below, we explore two of our most popular articles, covering Morocco and Sardinia, that perfectly capture the essence of uplifting rural exploration.

THE MOROCCAN COAST: A JOURNEY ALONG THE SEA AND INTO THE SOUL

Article: Where to Go for A Moroccan Coastal Retreat

The Moroccan coast is a land of contrasts, from vibrant, windswept medinas to dramatic mountain backdrops and serene Mediterranean shorelines. It offers a vibrant blend of history, culture, and nature inviting moments of reflection and adventure – a far cry from bustling tourist resorts and attractions.

Shaped by its untamed waves, winding alleyways, patchwork-patterned rugs and rust-red geology; Morocco's coastline is a place of soulful beauty. Here, the whisper of the sea breeze carries not just the scent of salt, but the hum of daily life, as fishing boats dock with the day’s catch, and bazaar merchants barter with locals for a rich assortment colourful rugs, intricate wickerwork, soft leathers and aromatic spices – it's no wonder why this destination enchanted our readers!

SARDINIA: A MEDITERRANEAN ODYSSEY INTO NATURE AND HISTORY

Article: Five Beautiful Places to Visit in Sardinia

Sardinia is a destination that has a timeless charm, offering travellers a sense of escape into unspoiled natural beauty, rich history and heritage. Along its coast, Sardinia offers everything from pristine white sands to rugged shores with emerald waters. Its archipelagos, featuring crystal-clear waters and secluded coves, invite travellers to sail between islands, explore vibrant underwater worlds, or simply relax in the island's sunlit tranquility.

Beyond its stunning coastlines, Sardinia’s interior holds hidden treasures that echo its rich history. Ancient villages nestled in limestone caverns, offer glimpses into forgotten civilisations, while the journey through the island’s rugged mountains unveils the island’s wild heart; Sardinia is an island that rewards the adventurous traveller.

Gastronomy emerged as a key theme in 2024, demonstrated by the popularity of our food-focused travel articles. Luxury travellers with a passion for food are increasingly drawn to destinations that offer authentic culinary experiences, combining traditional cooking techniques with locally sourced ingredients. This reflects the rising trend of ‘gastrotourism,’ which is set to grow further in 2025 and beyond (Source: MarketInsights).

PROVENCE, FRANCE: A CULINARY HAVEN

Article: From Farm to Fork: The Flavours of Provence

Provence remains a top destination for gastronomes, and this year’s standout article on its culinary treasures perfectly illustrates why. From Michelin-starred establishments, where menus change daily based on the yield of their organic gardens, to immersive experiences like truffle hunting, rosé blending, and cheese making in picturesque villages, Provence offers a feast for the senses.

By combining farm-to-table philosophies with the vibrant flavours of southern France, it satisfies appetites and connects travellers to the land, its traditions and the passion of local artisans – bon appétit!

We also noticed the popularity for articles which paired luxury travel with eco-conscious initiatives. This reflects the modern traveller’s pursuit of high-end destinations that prioritise sustainability and the ethos of conservationism, which will likely continue to grow in popularity next year, as the demand for ecotourism is expected to double by 2028 (Source: Statista).

RESORTS CARING FOR WILDLIFE

Article: On the Wild Side: Resorts Caring for Wildlife

In 2024, this article was our most popular piece on conscious travel, resonating with travellers looking for luxury that aligns with their values, highlighting resorts actively involved in conservation efforts. As sustainability continues to grow in importance for modern travellers, the featured resorts demonstrated how luxury travel and eco-consciousness can coexist, inspiring guests to connect more deeply with nature during their journeys.

From coral restoration projects in the Maldives and Bora Bora to protecting endangered species in South Africa or conserving turtles alongside marine biologists in Hawaii, these resorts provide opportunities for visitors to contribute to preserving fragile ecosystems while enjoying their natural beauty. This article is a must-read for the traveller who values wildlife conservation. 

Naturally, articles celebrating the haute couture of New York’s catwalks and the opulence of Venice’s star-studded red carpet premieres were among our most popular features this year, appealing to our cosmopolitan members’ sophisticated tastes. We expect this to remain a popular theme in 2025 and beyond in luxury travel.

NEW YORK FASHION WEEK 2024

Article: New York Fashion Week Showcasing Spring/Summer '25

The NYFW article’s popularity reflects a broader interest in luxury travel experiences that intersect with high art and design. Readers were drawn to the dynamic energy of Manhattan, where runway shows, designer unveilings, fashion-forward gatherings and exclusive afterparties brought the city’s creative pulse to life.

This article showcased avant-garde collections from emerging talents and renowned designers alike and celebrated NYFW’s status as a cornerstone of the fashion calendar. Some aspects of luxury travel change, but others, like New York and this particular event, will likely remain staples in luxury travellers' itineraries in 2025 and continue to captivate our members.

Article: Anticipation Builds: The 81st Venice Film Festival

The Venice International Film Festival returned in 2024 for its 81st edition, enchanting cinephiles with a dazzling lineup of premieres and star-studded events. For 10 days, the city became an exhilarating creative hub where world-class cinema, high fashion, and the timeless allure of Venice converged.

With box office premieres presented alongside arthouse gems, the festival delighted film enthusiasts. This article celebrated Venice’s enduring prominence as a hub for the arts, by emphasising its symbiotic relationship with the Venice Biennale, an art festival which followed shortly after, making this feature a must-read for culture aficionados.