Kensington’s Mid-Year Report Shows Affluent Travelers Balancing Caution and Indulgence
Kensington’s mid-year data shows affluent travelers shifting to premium domestic escapes, bigger-ticket experiences, and new ways to explore Africa.
Photo: Noah Grossenbacher / Unsplash
The world may feel uncertain in 2025, but high-net-worth travelers aren’t staying home—they’re simply changing the way they roam.
Kensington Tours’ latest Mid-Year Travel Trend Report reveals a market that’s as resilient as it is adaptive, with affluent clients trading some long-haul itineraries for premium domestic escapes, doubling down on ultra-luxe splurges, and expanding their horizons in Africa beyond the classic safari.
Together, the three trends Kensington spotlights point to a single takeaway: affluent travelers are still booking, but with a sharper sense of purpose. Here’s what the data means for advisors looking to capture that demand.
Domestic and Short-Haul Trips on the Rise
Kensington’s data shows a nearly 60% year-over-year jump in U.S. bookings and a growing appetite for itineraries under five days, now 9.3% of sales. Motivations range from the convenience of shorter flights and easier planning to a desire for more control amid uncertainty.
This suggests advisors focus on upselling clients on premium domestic experiences—think National Park safaris, private Alaska yacht charters, or five-star Hawaiian resorts, which can keep margins high while addressing travelers’ need for flexibility. Kensington’s new Concierge division, designed for short, high-touch breaks, also hints at opportunities for à-la-carte planning services that appeal to clients booking closer to departure.
Ultra-Luxe Spending Stays Strong
At the other end of the spectrum, the ultra-luxury segment is not just holding—it’s surging. Yacht charter sales are up 94% year-over-year; bookings at $3,000+ per person per day have climbed nearly 64%. More than half of the surveyed travelers plan to spend more on leisure travel this year than last, with 36% allocating extra funds for VIP-style treatment.
Kensington is leaning into this with expanded villa and yacht offerings and the upcoming Kensington Expeditions, which pair private vessel charters with land-based exploration guided by scientists, historians, or adventurers.
Africa’s Evolving Appeal
Safari remains Africa’s marquee draw—Kensington’s safari bookings are up 54% year-over-year—but interest is widening. Gorilla trekking in Uganda, cultural immersion in historic cities, and wildlife encounters beyond the Big Five are pulling travelers into less-visited countries like Rwanda, Zimbabwe, and Madagascar.
This diversification opens the door to repeat Africa sales: A client who’s ticked off a classic safari might return for a primate-focused itinerary or a culture-rich coastal circuit. Kensington’s philanthropic projects through Kensington Cares also give advisors a way to align clients’ trips with community impact.
