Luxury Travel Boom: How Custom Tour Operators Are Shaping the US Market

Luxury Custom Tour experiences have gained unprecedented attention in the United States (US) and custom travel providers are more than willing to accommodate the bespoke travel requests of affluent American clients.
European firms, particularly from the United Kingdom, have noticed a ne. There are multiple tours given in the United States but few bespoke traveling options. Companies are more than willing to accommodate this niche.

Growing Demand for Tailored Travel

The US market for custom tours is booming, driven by travel advisors catering to affluent clients who seek unique, curated experiences. These travelers are no longer satisfied with standard group tours. Instead, they are looking for exclusive, smaller group experiences that are difficult to replicate in mass-market packages. For custom tour operators, this demand presents a golden opportunity to grow their business in a market where competition is still relatively low compared to more traditional tour offerings.

European Companies Leading the Charge

Red Savannah, a luxury travel operator based in Gloucestershire, England, has reported a sharp increase in U.S. bookings. This year, US travel interest has soared by over 115% compared to pre-pandemic levels. The company’s focus on the US market since its inception has paid off, with 45% of its business now coming from American clients. The company’s founder, George Morgan-Grenville, identified early on that the U.S. lacked sufficient custom tour options. This foresight allowed Red Savannah to tap into a demand for bespoke luxury travel that US-based operators were not fully meeting.

Expansion and Success for Other Operators

Other European-based companies are also capitalizing on this trend. Pelorus Travel, a London-based luxury adventure tour provider, has witnessed a significant uptick in US leads. The company reports a 150% increase in leads from US travel agencies in just one year. The success is largely attributed to the robust relationships these operators have built with American travel advisors, who are now turning to them to offer high-quality, custom itineraries to their wealthy clients.

The Role of Travel Advisors

Travel advisors play a key role in connecting high-net-worth travelers with bespoke travel operators. As the demand for luxury, tailor-made travel rises, advisors are increasingly seeking out suppliers who can provide exceptional, personalized services. Companies like Red Savannah and Pelorus Travel have become trusted partners for advisors, enabling them to offer exclusive travel packages that cater to their clients’ desires for unique and private experiences.

Custom Tours and Luxury Adventure: A Rising Trend

As the U.S. luxury travel segment continues to grow, more travelers are seeking out extraordinary experiences. Luxury adventure providers like Pelorus Travel, which specializes in once-in-a-lifetime experiences such as private yacht charters and exclusive safaris, are seeing the benefits of this trend. The high-net-worth market in the US is increasingly willing to spend on bespoke services that promise exclusivity and luxury.

A New Strategy for U.S. Expansion

Audley Travel, another U.K.-based operator, has also sharpened its focus on US clients. The company has seen a marked rise in trade-driven bookings. With the appointment of a new vice president dedicated to trade and partnerships, Audley plans to further expand its presence in the US market. The company aims to educate American travel advisors on the benefits of offering custom, tailor-made itineraries, which are gaining popularity among luxury travelers looking for an individualized experience.

Building Local Presence

In addition to expanding their offerings, some companies have taken steps to establish a stronger foothold in the U.S. market. Audley Travel and Scott Dunn, another luxury operator, have opened U.S. offices to better serve local clients. Scott Dunn, for example, has offices in New York and California and has hosted several familiarization trips to showcase their unique itineraries to U.S.-based travel advisors.

Exploring Untapped Potential

Untamed Travelling, a custom tour operator specializing in African safaris, is also seeing the potential in the U.S. market. The company, which has primarily focused on direct bookings, is now looking to work more closely with U.S. travel advisors to expand its reach. This shift is part of a broader trend where European-based operators are increasingly recognizing the opportunity in the U.S. travel trade.

What This Means for U.S. Travelers

For U.S. travelers seeking one-of-a-kind experiences, the rise of custom travel operators from Europe offers a wealth of options. Whether it’s a luxury safari in Africa, a villa stay in Italy, or a private yacht charter in the Mediterranean, travelers now have access to highly personalized itineraries designed to suit their preferences. As these operators build stronger relationships with U.S. travel advisors, the availability of tailored, luxury travel experiences is only set to grow.

Final Thoughts

US Market is promising for custom tour operators. The trend for bespoke travel works in favor in marketers. European companies building partnerships with travel advisors in the US is a promising trend. This is best for American travelers with exclusive custom-made travel which is more luxurious than the custom-packaged tours. People who are willing to invest more for the private travel are ideal for working with variety of high-end operators.

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Las Vegas Faces Declining Tourism in US, But New Promotional Campaign Can Supercharge Travel Industry

Las Vegas faces declining tourism in the US, with hotel occupancy and room rates dropping for several months in a row. Despite these setbacks, the city is launching a new promotional campaign aimed at supercharging the travel industry. The “Welcome to Fabulous Las Vegas” campaign focuses on evoking nostalgia and emotional connections to remind potential visitors of the city’s iconic appeal. By tapping into the sentiment of past experiences, this campaign aims to reinvigorate Las Vegas’ tourism sector and attract more visitors. With a strategic focus on highlighting the city’s unforgettable experiences, from resorts to entertainment, the new campaign seeks to combat the decline in tourism and boost the local economy. While the road to recovery may take time, Las Vegas is betting on this emotional and targeted approach to overcome the challenges facing the tourism industry and restore its position as a leading destination.

Las Vegas has been experiencing a decline in hotel occupancy for seven straight months, with some experts wondering if this trend will continue. Despite these challenges, the city is launching a new campaign to bring tourists back. The “Welcome to Fabulous Las Vegas” campaign aims to evoke nostalgia and emotional connections with visitors. But with changing tourism dynamics and rising costs, only time will tell if this strategy will succeed in attracting tourists back to the city that once symbolised ultimate entertainment and escape.

Declining Hotel Occupancy: A Sign of the Times for Las Vegas

Las Vegas has faced a continuous dip in hotel occupancy, with data from CoStar showing that the city has experienced a year-over-year decline for seven consecutive months, with preliminary figures for September forecasting an eighth straight month of decline. The September occupancy rate is down 7.2% compared to the same period in 2024. While the city saw a steep decline in June with a 14.5% drop, it continues to face challenges as it struggles to regain its former peak. This trend contrasts sharply with the national hotel occupancy market, which has remained steady.

Despite these setbacks, Las Vegas is attempting to regain its footing with a new campaign aimed at attracting tourists. The city’s hotel occupancy struggles reflect a shift in both domestic and international tourist behaviour. The trend highlights that the city’s tourism landscape may need a new, more compelling approach to appeal to modern travellers.

Changing Consumer Habits: Budget-Conscious Domestic Tourists

Andrew Woods, Director of the Center for Business and Economic Research at the University of Nevada, explains that domestic tourists are becoming more budget-conscious. This shift is one of the key factors driving the lower visitations to Las Vegas. Although people are still travelling, they are more selective about where they spend their discretionary income. Las Vegas, with its rising prices and perception of being less affordable than destinations like Orlando or Honolulu, has been impacted by this change in consumer behaviour.

As consumers increasingly look for more affordable vacation options, Las Vegas may have to rethink its pricing strategy and market communication. By addressing these new priorities and making the city more affordable for tourists, Las Vegas could reverse the recent decline in visitation and regain its status as a go-to tourist destination.

Canadian Tourism Declines: A Key Challenge for Vegas

Another contributing factor to Las Vegas’ recent dip in tourism is the decrease in Canadian visitors. Canadian tourism to Las Vegas has fallen by 19.1% year-to-date, with Canadians traditionally representing around 12% of the city’s international visitors. The decline can be attributed to external factors beyond Las Vegas’ control, such as the economic fallout from the trade war and global political tensions.

With international tourism accounting for a significant portion of its visitor base, Las Vegas must address this challenge by creating stronger international marketing efforts. As Canadian tourism continues to drop, Las Vegas will need to diversify its tourism base and attract visitors from other regions to mitigate the impact of the downturn from this important market.

A “Fabulous” Campaign to Rekindle the Magic of Vegas

In response to the ongoing downturn, Las Vegas is leaning heavily on nostalgia with its new “Welcome to Fabulous Las Vegas” campaign. This emotional approach seeks to reconnect potential visitors with the city’s glory days, when Vegas was known as the ultimate escape and entertainment hub. The campaign draws on powerful emotional triggers, reminding people of past trips to the city and highlighting the unforgettable experiences Vegas offers.

Amanda Belarmino, Ph.D., Associate Professor of Hospitality at the University of Nevada, highlights the effectiveness of nostalgia in tourism marketing. When tourists associate a destination with personal memories and emotional connections, they are often less price-sensitive. This emotional appeal could prove critical in drawing visitors back to Las Vegas and reviving its once-thriving tourism sector.

The “Fabulous 5-Day” Sale: A Strategic Move to Boost Bookings

To further capitalise on the nostalgia-driven campaign, the Las Vegas Convention and Visitors Authority (LVCVA) launched the “Fabulous 5-Day” sale in September. This event, which offered discounts on resorts, restaurants, and entertainment, is aimed at encouraging visitors to return to the city. The LVCVA reported that the sale was successful, driving “7.5 times more booking interest than Black Friday and Cyber Monday combined.”

This city-wide sale represents a strategic move to remind tourists that Las Vegas still offers exceptional experiences at every price point. Despite the ongoing declines in occupancy, the success of the sale shows that there is still strong interest in the destination when the right promotional offers are in place. As part of a broader strategy, Las Vegas aims to re-establish itself as the ultimate destination for unforgettable experiences, regardless of budget.

Tech Innovations and Automation: Las Vegas Reinvents the Visitor Experience

In addition to marketing efforts, Las Vegas is embracing technology to redefine the visitor experience. From AI-powered smart radios to RFID-enabled chips and digital wallet payments, the city is incorporating cutting-edge technology to enhance guest services and streamline operations. Relay CEO Chris Chuang likens these advancements to moving from “the flip phone experience to the iPhone,” illustrating the significant technological upgrades underway.

These technological advancements aim to improve the guest experience by providing seamless interactions, improving safety protocols, and allowing visitors to engage with the city in innovative ways. However, this shift towards automation also raises concerns about the potential for job displacement in the hospitality industry. Despite these concerns, the hope is that these technological upgrades will help modernise Las Vegas and appeal to younger visitors who expect a more tech-forward experience.

Can Las Vegas Reinvent Itself and Overcome the Challenges?

Despite the current tourism downturn, it is premature to label Las Vegas’ situation as a full-blown crisis. The city’s core economic driver—gaming—continues to perform strongly. In August 2025, Clark County casinos earned $1.03 billion in gaming revenue, marking an increase of 5.3% from the previous year. This consistent revenue stream suggests that while visitation has softened, the city’s gaming market remains robust.

Moreover, event-driven and convention travel continues to show growth, which is a positive sign for the future. As Andrew Woods points out, Las Vegas has seen solid revenue from these high-margin segments, indicating that the city’s fundamental economic health remains strong despite declining tourist numbers. These developments suggest that Las Vegas may be undergoing a shift in behaviour rather than experiencing a full-scale downturn.

Time Will Tell If Las Vegas Can Bounce Back

As Las Vegas struggles with declining hotel occupancy and changing tourism patterns, its response through targeted campaigns and technological innovation highlights a city that’s adapting to new realities. The “Welcome to Fabulous Las Vegas” campaign and strategic sales events have shown that there is still demand for the city’s unique offerings. However, only time will tell if these efforts will be enough to restore the city’s tourism numbers to pre-2025 levels. With its strong gaming revenue and growing convention business, Las Vegas remains resilient, but it will need to continue adapting to changing consumer preferences if it is to fully recover.

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Azerbaijan Tourism Board Strengthens Global Travel Partnerships at Antalya Tourism Fair 2025 to Boost Year Round Visitor Growth

Azerbaijan continued its dynamic push into international tourism markets with a strong presence at the Antalya Tourism Fair (ATF) 2025, held in Antalya, Türkiye in October 2025. The Azerbaijan Tourism Board (ATB) used the three-day industry event to position the country as a compelling year-round destination, strengthening ties with key travel trade partners from Türkiye and more than 60 other countries.

ATB’s participation at ATF 2025 reflects the nation’s long-term vision to enhance international tourism cooperation, diversify source markets, and increase travel arrivals through targeted promotions. Türkiye remains one of Azerbaijan’s fastest-growing tourism markets, benefitting from shared cultural values, direct flight connectivity, and expanding travel partnerships. ATB’s engagement at ATF was therefore not only strategic, but also timely, aligning with Azerbaijan’s broader tourism growth roadmap.

Strong Trade Representation and Product Showcase

Throughout the event, the Azerbaijan Tourism Board introduced a comprehensive tourism portfolio designed to appeal to leisure travelers, families, adventure seekers, winter sports enthusiasts, and cultural explorers. ATB highlighted the country’s unique blend of traditional heritage and modern development with a curated showcase that included:

• Baku’s Urban Energy – The capital city’s futuristic skyline, historic Old City (Icherisheher), Caspian coast promenade, and world-class architecture such as the Flame Towers and Heydar Aliyev Center were promoted as major draws for cultural and business travelers.
• Winter Tourism in Shahdag and Tufandag – Azerbaijan’s growing winter tourism sector was prominently featured, presenting Shahdag Mountain Resort and Tufandag Ski Resort as accessible and affordable alpine experiences within the wider Eurasian region. ATB highlighted expanded slopes, new luxury accommodations, and winter sports facilities designed to attract active travelers.
• Wine Tourism Routes – Azerbaijan’s ancient winemaking tradition, dating back over 6,000 years, was also spotlighted. ATB presented new wine trails connecting vineyards in regions such as Shamakhi, Gabala, and Ganja, offering immersive vineyard tours, cellar tastings, culinary pairings, and cultural storytelling experiences.
• Adventure and Eco-Tourism – Mountain trekking in Gabala, paragliding in Sheki, hiking in Guba, and nature retreats in the Caucasus foothills drew strong interest among international travel buyers seeking authentic outdoor experiences.
• Cultural and Heritage Journeys – ATB emphasized Azerbaijan’s historical assets including UNESCO sites, Silk Road towns, preserved caravanserais, ancient fire temples, and traditional crafts. These offerings are being packaged to attract cultural tourism and heritage enthusiasts.

Strengthening Global Travel Partnerships

The Antalya Tourism Fair brought together more than 40,000 travel industry professionals, including 2,000 hosted buyers representing leading tour operators, travel agencies, destination management companies (DMCs), and hospitality brands. For ATB, the event served as a powerful networking platform to meet tourism decision-makers and explore future cooperation across multiple sectors of tourism development.

During B2B meetings, ATB held strategic discussions with regional travel agencies, airline partners, hospitality groups, and media organizations to promote new travel programs and joint marketing partnerships. The Board also explored collaborative opportunities in aviation to expand flight connectivity, especially via Türkiye, an emerging hub for travelers connecting between Europe, the Middle East, Central Asia, and the Caucasus.

With the increasing number of direct flights between Baku and major Turkish cities such as Istanbul, Ankara, Izmir and Antalya, ATB noted that Türkiye now serves as a key tourism partner not only for visitor arrivals but also for regional tourism integration. ATB emphasized that tourism synergies between the two countries are essential for developing sustainable travel experiences, multi-destination packages, and cross-border tourism initiatives.

Promoting Azerbaijan as a Year-Round Destination

Throughout the fair, the Azerbaijan Tourism Board reinforced its branding message: “Azerbaijan – Take Another Look.” The campaign encourages global travelers to discover the country’s rich diversity, from its cultural heritage to modern lifestyle experiences.

Unlike many destinations dependent on seasonal tourism flows, Azerbaijan offers year-round travel opportunities:

Travel Season	Key Experiences
Spring	National festivals, nature escapes, wellness tourism
Summer	Caspian Sea resorts, outdoor adventures, family travel
Autumn	Wine tourism, cultural heritage tours, scenic travel
Winter	Ski holidays, snow activities, mountain getaways

This positioning was well received by Turkish and international tour operators, many of whom are now working to integrate Azerbaijan into their destination catalogs for 2026 travel programs.

Future Growth Outlook

ATB expressed strong optimism about Azerbaijan’s tourism growth trajectory, supported by investment in infrastructure, sustainability, hospitality training programs, and destination marketing. The upcoming international events such as Formula 1 Azerbaijan Grand Prix, Sharq Turuq International Cultural Festival, and various global conferences are also expected to attract high visitor numbers.

With ATF 2025 serving as a major industry hub, ATB concluded its participation with renewed partnerships and expansion opportunities for tourism promotion in key global markets.

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