We wanted to share some fresh Virtuoso insights that could lend themselves to any summer travel trend features you may be working on. 

New data from the network shows that the French Riviera is emerging as one of Europe's fastest-growing luxury destinations this summer, with year-on-year production up 53%, followed by Paris at 29% and the Greek Isles at 27%.

The findings appear to reflect the continued rise of “set-jetting”, with travellers increasingly inspired by the glamorous destinations dominating screen culture. The French Riviera is seeing renewed buzz since The White Lotus season four has commenced filming across the Côte d'Azur, including scenes shot at Airelles Château de la Messardière and Hôtel Martinez. 

Meanwhile, Emily in Paris season six has reportedly expanded filming locations to Greece and Monaco, while Paris itself continues to remain firmly at the heart of the franchise's appeal.

If you'd like to receive any further commentary, stats or insights surrounding luxury travel this season, we would be delighted to provide from a Virtuoso spokesperson.