Luxury travel specialist Kensington has released a comprehensive forecast of the travel destinations and experiences it says will help travel professionals stay ahead of significant shifts in traveller behaviour that are currently taking place – changes that range from the allure of lesser-known destinations to a deepening preference for more personalized and exclusive travel experiences.
Based on an extensive analysis of Kensington’s 2024 data, its first-ever ‘Kensington Travel Trends Report’ also incorporates findings from two external surveys of affluent travellers conducted in partnership with Opinium Research and Dig Insights.
“The insights we’ve gathered reflect how the travel sector will remain one of the world’s most dynamic and growth-oriented industries in 2025 and beyond,” said Kensington Tours president Helen Giontsis. “This report serves as a valuable tool… for travel professionals to better meet client needs.”
Key trends identified include an increased demand for “off-the-beaten-path” experiences in iconic travel regions; a desire for more seamless, exclusive journeys; and a noticeable shift in peak travel seasons.
Kensington’s data reveals a 34% uptick in summer travel to Africa and an 8% rise in fall travel to Europe, underscoring a broader trend of travellers seeking to avoid the peak-season crowds for a more authentic experience.
Key trends for 2025
Among the key trends that are expected to shape travel experiences in 2025 are:
Getting off the beaten path: The allure of less-travelled destinations has increased, with more travellers choosing smaller cities for authentic experiences. In Italy, for example, days spent in places like Syracuse and Bari are up significantly, as are stays in French towns like Bayeux and Lyon. Interest in globally renowned cities such as Cairo, Dublin, and Buenos Aires remain steady, but there’s a clear shift towards discovering lesser-known locales.
Seamless, exclusive journeys: According to the survey conducted in early 2024 with Opinium Research, luxury travellers ultimately value seamlessness and access in their travel and are willing to pay to get it.
Due to the many perceived pain points in the process (e.g., finding the right accommodations, avoiding tourist traps, general organizing) the majority of respondents (72%) were planning to use a travel professional to help plan and book their trip. And they were willing to pay a premium to ensure that their travel was seamless – with 62% reporting one-stop planning being important, and 66% doing so to ensure a personalized bespoke trip.
The Affluent Traveller Survey in November 2024 confirms this trend. A majority of respondents (51%) said that, compared to a year ago, they were more likely to consider increasing their travel budget for elevated “VIP style” experiences, versus only 8% who said they were less likely to think about spending more.
Peak seasons shifting: Travellers are rethinking seasonal timing for travel, with fall becoming a top season for Europe. Fall bookings rose by 4.6% over summer bookings in Europe, driven by affluent travellers eager to enjoy pleasant weather without peak-season crowds. This shift is also evident in other regions, with summer travel to Africa rising by 34.1% while spring trips to the same region fell by 33.0%. Similarly, there was an 8.1% increase in fall travel to Asia, while summer travel to the region dropped by 13.2%. Travellers are increasingly selecting non-peak seasons to ensure a more immersive travel experience, free from high-season congestion.
A whopping 70% of respondents in the survey of affluent travellers indicated they were willing to travel further afield to avoid crowds or get to a special destination that is not as readily accessible. And, while 64% stated they love to revisit favourite destinations, 93% indicated they also loved to visit somewhere new. To that point, two thirds of respondents indicated they planned to visit somewhere new on their next trip.
Solo travel rebounding: Post-pandemic, solo travel is experiencing a resurgence, driven by travellers eager to fulfill personal dreams and explore independently. The report shows that solo travel now comprises 4.2% of Kensington’s business in 2024. Solo travellers are increasingly choosing destinations with deep cultural significance and unique landscapes, with India, Egypt, and Thailand among the most popular choices for these explorers, reflecting a strong preference for immersive, individualized experiences. In the affluent traveller survey, nearly 60% of respondents indicated they were open to traveling solo on an international trip over the next three years.
Top 10 destinations overall
Italy
Greece
France
Spain
Ireland
Scotland
Portugal
England
South Africa
Top 10 solo destinations
India
Italy
Japan
Egypt
Thailand
Australia
Spain
Iceland
France
New Zealand
Other trends include:
Personal motivations: Today’s travellers are motivated by more personal goals, with the number of trips taken for retirement celebrations up by 8.7% and city-focused trips up by 92.0% from 2023 to 2024. Safari trips also increased by 23.1%, reflecting travellers’ eagerness to fulfill long-held dreams. In contrast, milestone-driven trips like honeymoons and anniversaries decreased by over 30%, signaling a shift toward travel for personal enrichment.
Investing in the journey: Travellers are spending more to ensure they experience every aspect of their journey to the fullest. Kensington’s data indicates a 159.2% increase in trips costing between $1,000 and $2,000 per day, and a 400% rise in trips costing over $2,000 per day. A striking 93% of travellers in the Dig Insights survey indicated they were willing to pay more for elevated experiences and VIP treatment.
More tailored & private experiences: With an increased interest in privacy, Kensington’s villa and yacht charters saw triple-digit growth in 2024, driven by the popularity of multi-generational travel. Villa bookings rose by 100%, while yacht charters increased by 39.3%, and demand for Kensington’s cruise experiences nearly doubled. Travellers are increasingly seeking private, highly customized itineraries, a hallmark of Kensington’s approach across its portfolio.
Cautious optimism
While the post-pandemic era brought renewed enthusiasm for travel, some caution remains. The percentage of trips booked with insurance in 2024 was 33.8%, down slightly from 35.6% in 2023, suggesting that many travellers are balancing their love of travel with practical concerns in light of global events.
See the full report HERE.
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