Last Updated on June 30, 2025
When it comes to luxury travel, iconic spots like the Alps or Lake Como often bask in the spotlight. Experiencing true opulence on holiday, however, is often less about the jet-setter routes we see on social media, and more about finding the untouched hidden gems of Europe.
After spotting a 22% increase in the number of people searching Google trends for “luxury travel,” a new study conducted by CV Villas revealed Europe’s best underrated luxury holiday destinations to help travelers uncover 2025’s most hidden luxury hotspots.
The study found that France represented six of the top 20 locations, and Italy, three. I certainly have my favorites on this list to include: Umbria, Taormina, Paros, and Bordeaux.
If you’re anything like me and my family, you’re always looking for different places to enjoy and explore. Ranking and luxury score out of 100.
1. Umbria, Italy (94.67)
Located in central Italy, Umbria is nicknamed the ‘green heart’ of the country due to the region’s remarkable rolling hills full of vineyards and olive groves. Paired with its bustling old towns with Roman architecture, exquisite cuisine, and high culture, Umbria is proof that underrated destinations in Europe provide authentic experiences away from typical tourist trails.
Umbria has been dubbed ‘The New Tuscany’ in recent years but still manages to elude the spotlight, retaining its rustic charm, perfect for those seeking their own slice of la dolce vita without the crowds.
2. Biarritz, France (84.01)
Italy isn’t the only country offering discreet opulence. Biarritz is a town on France’s southwest coast and is the epitome of seaside elegance and joie de vivre.
Once the ‘it’ destination where the likes of Pablo Picasso, Coco Chanel, and Frank Sinatra enjoyed, the city is set to have a moment once again. Located less than an hour’s drive away from Spain, Biarritz has remained something of a well-kept secret in recent decades despite its proximity to cultural hubs like Bordeaux and Madrid.
Biarritz has a vibrant cultural scene, and its charm is furthered by its commitment to wellness, with its thalassotherapy centers and spa treatments, making it the perfect destination for holistic luxury retreats.
3. Paphos, Cyprus (78.48)
If you’ve only seen Cyprus through the prism of the boisterous Ayia Napa, then think again. Although Paphos might be renowned as one of Cyprus’ most popular destinations, particularly popular for its vibrant nightlife, the study says Paphos is an underrated upscale travel scene.
You don’t have to go far in Paphos to find superlative splendors, with a UNESCO-protected archaeological site, unspoiled beaches, vineyards, golf facilities, and even skiing in the winter. Paphos Airport is also gearing up for a new VIP terminal (set to be ready by the end of 2025), with a €3 million upgrade project to transform an old terminal into a luxury lounge for elite travelers and private aviation.
4. Brittany, France – 74.96
One of six French locations that offer underrated luxury experiences, Brittany is a peninsula area in the northwest of France. Its authentic charm, as opposed to overly ostentatious displays, lands it 4th in the study.
The region’s coastline, with dramatic cliffs and dotted islands, make it the perfect place for private sailing charters and coastal hikes. Following a day on the sea, travellers can treat themselves to one of Brittany’s many Michelin-starred restaurants to enjoy fresh seafood from the local waters.
5. Emilia-Romagna, Italy – 73.02
Across the top 20 destinations with a high concentration of luxury reviews—like Brittany and Emilia-Romagna—highlight a growing trend: travelers are seeking exclusivity in places that remain just under the radar. With its countryside villas, luxury agriturismos, and converted palazzos, Emilia-Romagna offers quiet elegance for travelers.
It’s also known as the heart of Italian food, home to the highest number of food products that have received protected geographical status from the European Union.
Not only is the region perfect for foodies, but it’s also a dream for luxury car enthusiasts: known as Italy’s ‘Motor Valley,’ some of the most iconic names in luxury Italian automotive can be found here, from Ferrari, to Lamborghini, and Maserati.
Remainder of the top 20 underrated European destinations:
- 6. Paros, Greece – 66.13
- 7. San Sebastian, Spain- 65.06
- 8. Antibes, France- 64.64
- 9. St Ives, United Kingdom- 61.02
- 10. Taormina, Italy – 60.16
- 11. Ferragudo, Portugal – 59.93
- 12. Bordeaux, France – 59.57
- 13. Valetta, Malta – 58.62
- 14. Skiathos, Greece – 56.65
- 15. Valencia, Spain – 56.51
- 16. Puglia, Italy – 55.75
- 17. Montpellier, France – 54.73
- 18. Occitanie, France – 54.55
- 19. Soller, Spain – 54.11
- 20. Bilboa, Spain- 54.07
“Destinations we might not have once thought of as luxury, or perhaps not heard of at all, are quickly emerging as the new frontier in high-end travel,” Ben Briggs, Head of Marketing at CV Villas, said. “Here at CV Villas, we know the desire for unique and authentic moments is where the true splendor of travel lies. And in 2025, luxury travel is about just that: feeling like you’ve found something rare, and making it your own.”
