Travel Aspirations Go Global

Virtuoso Life Magazine reveals the results of the annual Travel Dreams Survey

In 2010, travel aspirations have gone global, according to the results from the fourth annual Travel Dreams Sweepstakes Survey, presented by Virtuoso. Nearly 11,000 readers of VIRTUOSO LIFE, the network’s award-winning magazine, weighed in on the survey to reveal the exotic lands, life-changing experiences and thrilling adventures that upscale travelers are currently seeking.

When asked what they consider the trip of a lifetime, readers were clear that setting sail for a world cruise would be a paramount experience. Calling on all seven continents and visiting the new wonders of the world followed close behind as trips of a lifetime, indicating the desire of travelers to visit the globe. The Galápagos Islands also had a strong presence in this year’s results: This island destination was named the most alluring island escape; the second best outdoor adventure; and the third best destination for families.

“This year’s survey results reflect a shift in consumers’ motivation to travel,” said Elaine Srnka, editorial director for VIRTUOSO LIFE. “Travelers want to see the world. They are no longer content with staying in one place. Whether it’s visiting the far corners of the earth on a world cruise, hiking through remote Machu Picchu or tasting local cuisines through cooking schools, travelers want unforgettable, once-in-a-lifetime experiences.”

The top 10 dream destinations also reflected readers’ longing to visit far-off lands, with Australia, Italy, New Zealand, South Africa and Greece nabbing the first five spots. Paris held onto its reign as the most romantic city to spend time with a loved one, as well as the best gourmet city. Rome remains the city with the most beautiful architecture, and Tuscany continues to be the wine region travelers want to toast the most. Again this year, readers felt going on a safari to Africa would merit the best outdoor adventure.

The Travel Dreams results largely supported Virtuoso’s 2010 Luxe Report, insight gleaned from the network’s elite travel advisors, which revealed that travelers in 2010 are booking longer vacations to more distant destinations. Of the travel professionals that participated in the Luxe Report survey, 71 percent reported that clients are seeking international travel for 10 days or more.

This year, readers had extra enticement to share their opinions: an opportunity to win their own dream trip!  Three lucky winners got to choose one of these trips: a ten-day exploration of the Galápagos Islands aboard Lindblad Expedi­tions’ National Geographic Endeavour; a 12-day cruise aboard the Seabourn Pride from Bangkok to Shanghai; or a trip to South Af­rica on Virgin Atlantic Airways to spend five nights at the One&Only Cape Town.

VIRTUOSO LIFE’s Travel Dreams survey was designed to gather consumer travel trends and offer inspiration for future journeys. The 12-question survey explored readers’ opinions about everything from their dream destinations and the best cities for dining to the best destinations for romance and families.  Top-line results can be found below, and the results are featured in the July/August issue of VIRTUOSO LIFE.

The survey results were tallied from responses from almost 11,000 VIRTUOSO LIFE readers who participated in the Travel Dreams Sweepstakes. Virtuoso promoted the sweepstakes via email and within the magazine.

To view a digital edition of the VIRTUOSO LIFE July/August “Readers’ Choice Travel Dreams” issue, click here.


Share Your Travel Dreams, Win a Dream Vacation

For the fourth consecutive year, Virtuoso is sponsoring the annual VIRTUOSO LIFE Travel Dreams Sweepstakes.  You are invited to explore your travel dreams by taking this short online survey that takes you on a journey through amazing travel possibilities, plus earns you a chance to win an ultimate travel dream!

Through taking the survey you’ll discover:

  • The perfect vacation destination for your family to enjoy quality time together
  • The island escape you find most alluring
  • The gourmet city where you most want to linger over a meal
  • Your dream destination
  • And, more.

The questionnaire takes only minutes to complete, but will leave you with inspiration to last a lifetime.  What’s more, once you complete the survey you’ll be able to pre-select the dream travel prize you’d most like to win.

Take the survey, and you could be packing your bags for:

Rejuvenating South Africa – 5 nights at One&Only Cape Town + airfare aboard Virgin Atlantic Airways

Exotic Galápagos Islands – 10 days aboard the National Geographic Endeavour with Lindblad Expeditions

Mystic Asian Cruise – 12 day Bangkok to Shanghai cruise on the Seabourn Pride from The Yachts of Seabourn

Consider the possibilities. Go to or click here to complete the survey today!

* ELIGIBILITY. The Sweepstakes is offered only in the fifty (50) United States (including the District of Columbia), and is open only to natural persons who, at the time of Entry: (i) are legal residents of the fifty (50) United States or the District of Columbia, (ii) have pre-existing internet access, and (iii) are 21 years of age or older. See complete Official Rules.