Each December, the world’s most discerning hoteliers, travel advisors, and tastemakers gather beneath the palm trees of Cannes for the International Luxury Travel Market (ILTM) — the global summit where the future of travel quietly takes shape. The 2024 edition, held from 2–5 December, was its largest yet: over 10,000 attendees, 85,000 meetings, and a record number of new brands and destinations unveiled along the Croisette.
A New Generation of Luxury Travelers
If one theme dominated ILTM 2024, it was the changing face of luxury. As $72 trillion in global wealth transitions from Baby Boomers to Millennials and Gen Z, a new mindset is reshaping the industry. Travel, for this generation, is not a reward — it’s identity.
“Today’s affluent traveler seeks transformation, not transaction,” said Tina Edmundson, President of Luxury at Marriott International, who noted that younger travelers already account for 45% of luxury sales, projected to reach 80% by 2030. They crave emotional depth, community, and authenticity — often valuing a silent forest walk or a chef’s story as much as a penthouse suite.
The data supports it: according to American Express Travel, 84% of affluent travelers plan to maintain or increase their annual luxury travel spend (averaging $40,000+ per year). For these clients, travel is self-expression, and luxury has become synonymous with personalization.
Health Is the New Wealth
Wellness emerged as another defining theme — not as an add-on, but as the new axis of luxury. A joint survey by ILTM, Hyatt, and Altiant revealed that nine out of ten affluent travelers now prioritize long-term wellbeing, echoing the mantra “health is the new wealth.”
Six Senses introduced a groundbreaking program dedicated to women’s hormonal health, while Belmond and Hyatt, expanded their “slow luxury” concepts, from yoga-infused train journeys to bio-energetic retreats. “Time has become the most precious currency,” noted Alexis Harding, Global Communications Director at Belmond. “Our guests don’t want more; they want meaning.”
Slow Travel and Soulful Journeys
Across the show floor, the buzzwords were slow travel, authenticity, and immersion. From Accor’s Orient-Express Silenseas yacht (debuting in 2026) to Belmond’s Britannic Explorer train, journeys themselves are now the destination.
Dan Ruff, CEO of Belmond, called it “slow luxury” — a return to craftsmanship, heritage, and connection. “It’s not about more technology or speed,” he said. “It’s about rediscovering the art of time.”
The Rise of Women and Multi-Gen Travelers
For the first time, women’s influence on the luxury travel economy took center stage. Research presented by Marriott and MMGY showed that women drive 80% of luxury travel bookings, and 71% of solo traveler reservations. Programs like Six Senses’ wellness retreats and TAJ’s “Woyage” initiative are reimagining travel for women seeking autonomy, community, and self-care.
Meanwhile, multi-generational and “skip-gen” travel (grandparents with grandchildren) continues to surge. Mandarin Oriental Homes and Rocco Forte Villas are expanding family-sized accommodations, while brands like Cheval Blanc Seychelles and La Réserve Ramatuelle blend privacy with haute-service for family groups.
Destinations in the Spotlight
ILTM’s “Buzz vs. Reality” survey crowned Asia and Australia as 2025’s hottest destinations. Japan and Thailand lead the pack — thanks in part to the “White Lotus effect” — while Scandinavia and Slovenia are emerging as pivot destinations for those seeking serenity beyond over-touristed Europe.
Saudi Arabia drew considerable attention for its futuristic tourism investments, now contributing over $37.5 billion to the national GDP. The Nordics, too, impressed with sustainability-driven projects like Finland’s upcoming Kotona Manor — a minimalist lakeside hideaway redefining “quiet luxury.”
Cruising, Reimagined
Luxury cruising — or, as ILTM calls it, “ocean travel” — made waves this year. Explora Journeys, Ritz-Carlton Yacht Collection, and Aman at Sea presented a vision where intimate ships feel like floating villas. “We prefer not to say ‘cruise,’” said Anna Nash, President of Explora. “Our home is the ocean — and the horizon is your constant companion.”
Innovation, Heritage & the New Icons
Hospitality titans used Cannes as a stage to balance legacy and innovation. Accor unveiled updates on the Orient-Express hotels and yacht, while Hilton confirmed the long-awaited Waldorf Astoria New York reopening in 2025. Kempinski emphasized its 90-year heritage with the reopening of Dresden’s Taschenbergpalais, while Rosewood teased its conversion of Amsterdam’s historic Palace of Justice into a jewel overlooking the canals.
Loyalty programs also took a luxury turn: Marriott Bonvoy surpassed 210 million members, Hyatt expanded by 25%, and Langham’s Brilliant Program reached half a million members in six months — proof that data-driven personalization is now the ultimate amenity.
The ILTM Experience: Where Business Meets Glamour
Beyond strategy and stats, ILTM remains Cannes at its most cinematic. The IHG drone show over the Mediterranean, Preferred’s disco night, and Marriott’s Late Checkout fashion collab blurred the line between business and lifestyle. Over cappuccinos and champagne, deals were signed, alliances forged, and the next season of global wanderlust quietly scripted.
“Every disruption makes travel stronger,” said Matthew Upchurch, CEO of Virtuoso. “After all, travel is the one luxury that makes us more human.”
ILTM Cannes 2025: Where Luxury Travel Reinvents Itself
Mark your calendars: 1–4 December 2025, the Palais des Festivals et des Congrès in Cannes will once again play host to ILTM Cannes, the flagship trade show for the luxury travel industry.
Over four days, the world’s most exclusive travel brands, high-end hoteliers, destination authorities, and elite travel advisors converge in the Riviera’s glamorous embrace. Expect a schedule packed with pre-scheduled business meetings, cutting-edge keynote sessions, immersive networking events, and evening soirées that blend business with the signature Côte d’Azur elegance.
For 2025, expect even more focus on experiential storytelling, wellness as luxury, and eco-conscious travel, alongside fresh entries from new destinations and boutique players. With the Riviera setting as its backdrop, ILTM Cannes remains the moment the luxury travel world pauses, realigns, and looks ahead.
FAQ: Inside ILTM Cannes
What is ILTM (International Luxury Travel Market)?
ILTM is the world’s leading annual trade show for the luxury travel industry. It brings together the most prestigious travel brands, hospitality groups, private travel designers, and global media for four days of curated networking, business meetings, and insight-sharing in Cannes, France.
When will ILTM Cannes 2025 be held?
The next edition will take place from 1–4 December 2025 at the Palais des Festivals et des Congrès in Cannes, France.
Who attends ILTM?
Attendance is by invitation only and includes top hotel general managers, luxury tour operators, yacht and jet charter companies, wellness retreat founders, destination marketing boards, and carefully vetted travel advisors who serve high-net-worth and ultra-high-net-worth clients worldwide.
How many people attended ILTM 2024?
More than 10,000 delegates from 105 countries, including 3,000 hotel GMs and 2,350 qualified buyers, participated in the 2024 edition — making it the most successful event in the show’s history.
What were the key trends?
The most prominent themes were wellness, slow travel, female empowerment, sustainability, and the generational shift redefining the meaning of modern luxury.
Which destinations stood out?
Among the most talked-about destinations were Japan, Thailand, Saudi Arabia, Australia, Slovenia, and Scandinavia— each showcasing distinctive approaches to luxury hospitality and experiential travel.
Which brands made major announcements?
Highlights included Accor’s Orient-Express Silenseas, Belmond’s Britannic Explorer train, Six Senses’ women’s wellness retreats, and the long-awaited Waldorf Astoria New York reopening.
Why is ILTM considered the most important event in luxury travel?
Because it is where global trends are set. From groundbreaking hotel launches to the future of sustainable and experiential travel, ILTM serves as the nexus where ideas, brands, and partnerships that shape the next decade of luxury travel are born.
