By: Tuhin Sarkar

France, UK, and Spain lead luxury hotel bookings this year, showing strong growth and global appeal. France, UK, and Spain attract high-end travellers with world-class service, iconic destinations, and premium experiences. At the same time, Italy slips in the rankings, losing its long-held top position to its European neighbours. However, US and Canada hold strong in the luxury segment, maintaining steady demand and market share. France, UK, and Spain continue to capture the hearts of travellers seeking both style and substance. Meanwhile, Italy slips as travel patterns shift, but US and Canada hold strong by offering exclusive experiences and consistent service. This shift marks a new balance in global luxury hospitality. France, UK, and Spain are now shaping the future, while Italy slips behind, and US and Canada hold strong against changing travel trends.

France is back at the top of Europe’s luxury travel map. In July, Global Travel Collection (GTC) data revealed a 64% year-over-year jump in luxury hotel bookings across the country. Paris, Nice, and Marseille led the surge, marking the first time France has outpaced Italy in recent years. The figures show shifting traveller demand, with high-spending clients seeking diverse European destinations instead of concentrating solely on one country. For the first time since 2019, France’s allure has overtaken Italy’s long-standing dominance.

France Sees Record Growth in Luxury Travel

Global Travel Collection advisors in the US and UK recorded a dramatic increase in bookings for France this summer. Paris, with its timeless charm, was the clear favourite, clocking 2,710 booked nights. Nice followed with 1,313 nights, while Marseille recorded 286 nights. This growth signals that travellers are not only flocking to iconic capital cities but also to coastal and cultural hubs. France’s performance this summer underscores a post-pandemic trend—luxury travellers are willing to spend more for authentic, high-end experiences in varied locations.

The Hotels Leading France’s Luxury Boom

Among the most sought-after hotels was Le Bristol Paris, part of the prestigious Oetker Collection, celebrated for its Parisian elegance. In the south, The Maybourne Riviera, dramatically perched over the Mediterranean, became a magnet for ultra-wealthy travellers. These properties highlight the increasing preference for exclusive service, prime locations, and exceptional amenities. With average daily rates hitting $1,400, GTC’s clientele is clearly prioritising quality and uniqueness over price sensitivity, reshaping the European luxury accommodation market.

GTC’s Global Reach and Spending Power

In 2024 alone, GTC advisors generated $2.3 billion in luxury travel sales, organising trips to 179 countries. The network planned nearly 900 ultra-luxury journeys, each valued at over $100,000. These figures reflect the influence of curated, high-touch travel experiences in the luxury segment. For France, this translates into higher spending per trip, longer stays, and greater demand for personalisation—elements that reinforce its status as a premier destination for affluent travellers.

How France Defines True Luxury

France uses a clear and official system to rank its hotels. Atout France, the national tourism agency, awards between one and five stars based on service, comfort, and facilities. On top of this, it awards the Palace label to five-star hotels that go even further. These hotels must pass a review by experts who look at service, heritage, and the overall guest experience.

The Palace label is rare. Only 31 hotels in the country hold it. These hotels combine beauty, history, and perfect service. Many also offer fine dining restaurants, often with Michelin stars. This makes them popular with guests who want more than just a luxury stay.

Paris: The World’s Capital of Palace Hotels

Paris has the largest group of Palace hotels in one city. It offers a mix of grand landmarks and modern designs. Each has its own style but shares a focus on service and detail.

Some of the most famous include the Four Seasons Hotel George V, known for its Art Deco style and Michelin-starred restaurants. Le Bristol Paris, with its private garden, is another symbol of French elegance. Hôtel de Crillon brings 18th-century charm to the Place de la Concorde. Hôtel Plaza Athénée and Le Meurice mix glamour with strong links to Paris’s fashion and art scenes.

Other modern palaces like La Réserve, Park Hyatt Paris-Vendôme, and The Peninsula Paris show that new luxury can stand beside the historic greats. Together, these hotels keep Paris at the top of the world’s luxury travel market.

The French Riviera: Seaside Glamour and Modern Icons

The Côte d’Azur and Provence are famous for summer holidays filled with sunshine, yachts, and fine dining. This region has some of the most celebrated luxury hotels in Europe.

The Hôtel du Cap-Eden-Roc in Antibes is a true legend, with terraces overlooking the Mediterranean. The Grand-Hôtel du Cap-Ferrat offers clifftop gardens and private pool clubs. In Cannes, the Carlton recently reopened after a major restoration and is already winning top global awards. Nice’s Le Negresco mixes Belle Époque style with museum-level art collections.

Saint-Tropez is home to several Palaces, including Cheval Blanc, Château de la Messardière, and La Réserve Ramatuelle. These hotels combine beach clubs, private villas, and Michelin-starred dining. In the Provence highlands, La Bastide de Gordes and Villa La Coste add art and wine to the luxury mix.

The French Alps: Winter Palaces in the Snow

France’s luxury market is not just for summer. The French Alps, especially Courchevel 1850, have ski-in, ski-out Palace hotels that offer both sport and comfort.

Cheval Blanc Courchevel is a small but highly exclusive property with direct slope access. Les Airelles looks like a fairy-tale castle but offers modern service and dining. Hôtel Barrière Les Neiges blends chalet style with private cinemas and luxury spas. Aman Le Mélézin, part of the global Aman brand, adds its minimalist design to the Alpine setting.

These hotels make winter in France as appealing to luxury travellers as summer on the Riviera.

The Atlantic Coast and Wine Regions: Heritage Meets Wellness

Beyond Paris, the Riviera, and the Alps, France’s luxury map includes the Atlantic coast and wine country.

In Biarritz, the Hôtel du Palais was once Napoleon III’s summer home and still has the feel of imperial elegance. Near Bordeaux, Les Sources de Caudalie combines a vineyard setting with a spa famous for its wine-based treatments. In Champagne, the Royal Champagne Hotel & Spa offers panoramic views of vineyards, while Domaine Les Crayères is a grand château with two-Michelin-star dining. The Loire Valley’s Les Sources de Cheverny gives guests lakes, forests, and château-style rooms.

These hotels give travellers the chance to mix relaxation, food, and history in one trip.

Corsica: Wild Beauty with High-End Comfort

Corsica offers Mediterranean beaches and mountain scenery with a less crowded feel than the Riviera. Casadelmar in Porto-Vecchio has modern design and a two-Michelin-star restaurant. La Signoria near Calvi offers villas with views of both the sea and the hills. These properties mix natural beauty with high-end service, making them ideal for travellers seeking peace and privacy.

The Size and Strength of France’s Luxury Hotel Sector

France has 463 five-star hotels, showing the scale of its high-end offer. The 31 Palaces are the very top of this list. In 2024, luxury and upscale hotels saw better revenue growth than mid-market hotels. Investors spent €2.7 billion on hotels, the most since 2016, with Paris taking most of that total.

Even with global travel shifting, luxury demand stayed strong. Guests at this level are less sensitive to price and more focused on unique experiences. That is why France’s mix of city glamour, coastal resorts, ski retreats, and wine estates works so well.

Recognition Beyond France: Michelin Keys and Global Awards

In 2024, the Michelin Guide launched its “Keys” to rate hotels, just as it does for restaurants. In France, 24 hotels received three Keys, the top level. Another 38 earned two Keys, and 127 earned one Key. This adds another trusted sign for travellers looking for quality stays.

Global awards also shine on France. The Carlton Cannes won Forbes Travel Guide’s five-star rating in 2025 after its renovation. These honours help France keep its image as a leader in the luxury travel world.

Why Luxury in France Keeps Growing

France’s success comes from more than just beautiful buildings. The country blends strong traditions with innovation. Palace hotels honour their history but also invest in updates. The service is deeply personal, with staff trained to anticipate guest needs. Dining is a major part of the experience, with many hotels offering Michelin-starred restaurants.

The variety of locations also helps. Travellers can enjoy Paris in winter, the Alps in ski season, the Riviera in summer, and the wine regions in autumn. This year-round appeal keeps occupancy and rates strong.

The Outlook for 2025 and Beyond

The signs for France’s luxury hotel market are positive. Demand is high in every season, and new investment is coming into both historic and modern properties. Paris is expected to keep its position as the top luxury city, while the Riviera and Provence will remain summer magnets.

The Alps will see continued demand for luxury ski holidays, especially if snow levels remain stable. Wine regions and the Atlantic coast will grow as travellers look for less crowded but still premium experiences. Corsica will keep its niche appeal for those wanting luxury in a wilder setting.

With its Palace label, strong five-star base, and a growing list of global awards, France is likely to remain a leader in luxury travel for years to come. The country’s mix of heritage, style, and service will keep drawing the world’s most discerning travellers.

Italy Slips to Second Place in Luxury Travel

Italy still holds strong appeal, recording 777 booked nights in Rome, 725 in Milan, and 679 in Naples. Rome’s Hotel Eden, Lake Como’s Passalacqua, and Sardinia’s glamorous Romazzino remain client favourites. However, the distribution of travel demand suggests Italy’s once unchallenged dominance has eased. GTC’s latest data points to a more balanced spread of tourism spending across Europe, reducing over-reliance on a single country and allowing other destinations to shine.

UK Holds Third Spot with Steady Growth

The United Kingdom secured third place, with a 13% rise in July bookings over 2024. London continued to attract affluent visitors, particularly to properties like Ham Yard Hotel in Soho, Claridge’s in Mayfair, and Flemings Mayfair. The mix of heritage, urban vibrancy, and exclusive service remains a compelling combination for high-net-worth travellers. This growth reflects the UK’s ability to maintain relevance in a competitive European luxury market.

Spain Joins the Top Five Luxury Destinations

Spain’s July performance earned it a place among the top five destinations for GTC travellers. Barcelona’s hotels, including the Majestic Hotel & Spa, Mandarin Oriental, and Le Meridien, saw strong demand. Madrid’s Four Seasons and Ibiza’s Nobu Hotel Ibiza Bay and Six Senses Ibiza also ranked high. The combination of cultural depth, Mediterranean glamour, and luxury infrastructure is positioning Spain as an increasingly important player in Europe’s high-end travel scene.

France Rises to the Top of European Luxury Travel

France has taken the number one spot in luxury hotel bookings this summer. New figures from the Global Travel Collection (GTC) show that bookings in France grew by 64% in July compared to last year. This is the first time since 2019 that France has beaten Italy in the luxury travel market. The demand is being led by Paris, Nice, and Marseille.

GTC advisors in the United States and the United Kingdom booked 2,710 nights in Paris alone. Nice followed with 1,313 nights, and Marseille recorded 286 nights. This strong growth shows that France is attracting both city and coastal travellers. It is not only the capital that is drawing attention. The French Riviera and the southern ports are also in high demand.

Why France Is Winning Over Global Luxury Travellers

France’s success is the result of a mix of factors. The country has invested heavily in high-end hotels and experiences. Paris remains a centre for art, fashion, and fine dining. Nice and Marseille offer a blend of Mediterranean charm and cultural heritage. Hotels such as Le Bristol in Paris and The Maybourne Riviera in the south provide world-class service and stunning locations.

Another reason is traveller preference. Many luxury travellers want variety and new experiences. After years of Italy dominating, there is now a shift towards exploring other European countries. France offers both the glamour of the city and the calm of the coast, which makes it appealing to a wide range of visitors.

The Power of GTC in Luxury Travel

Global Travel Collection is one of the most influential networks of luxury travel advisors in the world. In 2024, GTC generated $2.3 billion in luxury travel sales. Its clients travelled to 179 countries. The average daily hotel rate for GTC bookings was $1,400. Advisors planned nearly 900 ultra-luxury trips worth over $100,000 each.

These numbers show the buying power of GTC’s clients. Their choices shape trends in the luxury market. When GTC’s data shows France leading, it reflects the preferences of some of the most affluent travellers in the world. This influence also extends beyond Europe, as their bookings impact global hotel revenues.

Italy Slips but Remains a Strong Player

Italy is still a major luxury destination, even though it has fallen to second place. In July, GTC booked 777 nights in Rome, 725 in Milan, and 679 in Naples. These cities remain favourites for high-end travellers. Rome’s Hotel Eden, Passalacqua on Lake Como, and Romazzino in Sardinia are some of the most booked properties.

Italy’s drop in position is not due to a lack of appeal. Instead, it reflects a more balanced spread of demand across Europe. Travellers are still flocking to Italy, but they are also exploring other countries. This change could benefit both Italy and its competitors by easing pressure on overcrowded destinations.

The UK’s Steady Rise in Luxury Bookings

The United Kingdom ranked third in GTC’s July data. Bookings were up 13% compared to the same month last year. London remains a key attraction for luxury travellers. Properties like Ham Yard Hotel in Soho, Claridge’s in Mayfair, and Flemings Mayfair continue to draw high-end guests.

The UK’s appeal lies in its mix of history, culture, and modern luxury. Visitors can enjoy theatre in the West End, shop in Bond Street, and dine in Michelin-starred restaurants. This steady growth shows that the UK is maintaining its place in the European luxury travel market.

Spain Joins the Top Five Luxury Destinations

Spain has made its way into GTC’s top five destinations for July. Barcelona is one of the most popular cities. Hotels like the Majestic Hotel & Spa, Mandarin Oriental, and Le Meridien are in high demand. In Madrid, the Four Seasons is a favourite, while Ibiza’s Nobu Hotel and Six Senses appeal to those seeking beachside luxury.

Spain’s strength is in its diversity. It offers world-class cities, beach resorts, and cultural experiences. This variety makes it an attractive alternative for luxury travellers who want more than one type of holiday in a single trip.

Luxury Hotel Trends Across Europe

The luxury hotel market in Europe remains strong in 2025. While overall hotel performance has been mixed in some months due to high comparison points from 2024, luxury hotels continue to lead in revenue per available room (RevPAR). Even when mid-scale and budget hotels face flat growth, luxury properties still see increases.

In 2024, Europe’s hotel sector saw very few weeks of decline, with luxury hotels often driving the highest gains. France, Italy, the UK, Spain, and Germany all recorded strong RevPAR growth in late 2024, and this trend is continuing in 2025.

The US Luxury Hotel Market Shows Resilience

In the United States, luxury hotels are also outperforming other categories. Year-to-date data through April 2025 shows luxury RevPAR up by 7.1%, while economy hotels grew by less than 1%. Weekly figures this summer show luxury as the only chain scale with consistent RevPAR growth.

High-end travellers in the US are willing to pay more for exclusive experiences. Luxury hotels in major cities and resort destinations are maintaining strong rates, even as some mid-market hotels see softer demand. This resilience is a sign that the top tier of the market is less affected by economic fluctuations.

Canada’s Luxury Travel Momentum

Canada has posted back-to-back months of revenue growth in 2025. In June, RevPAR rose by 4.4%, with an average daily rate of CAD 239.06 and occupancy at 75.6%. While public data does not separate luxury hotels from other categories, the overall strength of the market suggests that premium properties are also benefiting.

Cities like Vancouver, Toronto, and Montreal attract both domestic and international luxury travellers. High-end mountain resorts in Alberta and British Columbia also perform well in summer, offering unique experiences that match the standards of Europe’s luxury destinations.

Why Luxury Keeps Outperforming

Luxury hotels have an advantage in the current travel market. They attract high-spending guests who are less sensitive to price changes. They also offer experiences that cannot be easily replaced—personalised service, prime locations, and exclusive access to cultural or natural attractions.

In Europe, this means cities like Paris and Rome can command rates of over $1,000 per night and still see high demand. In the US and Canada, top-tier properties can sustain strong occupancy even when mid-tier hotels face challenges.

What This Means for 2025 and Beyond

If these trends continue, 2025 will see more investment in luxury hotels, especially in France. New openings in Paris, along the Riviera, and in cultural hubs like Lyon could keep France ahead of its competitors. Italy is likely to innovate and promote lesser-known regions to reclaim the top spot.

Spain and the UK are well-positioned to attract more luxury travellers through unique events, cultural experiences, and seasonal offers. In North America, major cities and exclusive resorts will continue to benefit from strong demand at the top end of the market.

The global luxury travel market is expanding. As more travellers seek high-quality, personalised experiences, the competition between destinations will grow. France’s rise in 2025 is proof that a well-rounded offering of city glamour, coastal beauty, and exceptional service can change the rankings in this competitive sector.

Analysis: A Shift in European Luxury Travel Patterns

The data suggests a significant rebalancing in European tourism. For the first time since 2019, France leads the market, driven by its ability to combine urban sophistication, coastal relaxation, and luxury hospitality. Italy’s slip is less about decline and more about diversification of traveller preferences. The UK and Spain’s strong showings point to an increasingly competitive luxury travel landscape. This shift benefits the wider tourism sector by distributing visitor numbers more evenly and reducing pressure on single destinations.

What This Means for Luxury Travel in 2025

If this trend continues, 2025 could see further expansion in France’s luxury offerings. More investment in high-end coastal resorts, boutique city hotels, and exclusive cultural experiences could follow. Italy is likely to innovate to reclaim the top spot, while Spain and the UK could push to capture greater market share. For travel advisors, these shifts mean more opportunities to craft unique, cross-country itineraries for affluent clients seeking variety, exclusivity, and memorable experiences.