Kensington Reveals Destinations Defining the Next Wave of Luxury Travel

Customized private guided luxury travel specialist Kensington says the era of the checklist vacation is over, and the latest booking trends reflect that. 

Data from March through June 2026, measured against the same period last year, reveals travellers have shifted their travel style from basic sightseeing to storytelling and collecting experiences that can’t be packaged by a chatbot, replicated or rushed. 

From surging demand in South Korea and Austria to a luxury renaissance in Hawaii and Peru, the destinations leading Kensington’s growth tell a clear story about where luxury travel is headed. 

“At Kensington, we’re seeing demand rise in destinations that reflect how luxury travellers are evolving,” said president Helen Giontsis. 

“From renewed interest in Asia and the continued appeal of premium European destinations to closer-to-home luxury escapes and bucket-list cultural journeys, travellers are looking for experiences that go beyond iconic landmarks. They want to understand and experience a destination through its people, food, history and traditions, while also enjoying having ‘insider’ access and seamless planning.” 

Asia: A Return to Discovery 

Asia remains one of Kensington’s strongest-performing regions, driven by improved accessibility and a deepening appetite for destinations where ancient traditions and contemporary culture exist side by side. 

Asia is one of the clearest stories in Kensington’s rising destinations: Japan continues to show strength, South Korea is emerging as the strongest true new breakout, and China is seeing renewed interest as access improves for eligible travelers.  

Africa: A New Frontier for Luxury Travel 

Rwanda has emerged as one of Kensington’s most compelling breakout destinations driven by demand for conservation-led luxury, gorilla trekking, national parks and once-in-a-lifetime wildlife experiences.  

Every gorilla trekking permit directly funds habitat protection and the communities surrounding the parks, drawing travellers who want their journeys to matter as much as the destinations themselves. 

Europe: The Next Chapter 

Luxury travellers haven’t fallen out of love with Europe, Kensington says. They’ve simply raised their expectations, increasingly seeking emerging regions, shoulder-season timing, and authentic cultural connections over the well-trodden path. 

Austria leads Kensington’s European growth with sales up 86%. storied beer culture.  Croatia continues its impressive rise, with sales up 61%, and Poland has emerged as one of Europe’s most compelling new frontiers, with sales up 46%. Scotland continues its steady luxury ascent, with sales up 36%. 

South America: Experiences Rooted in Culture 

Peru has seen 62% growth, reflecting enduring demand for destinations that weave together archaeology, gastronomy, nature and living cultural traditions. 

North America: Luxury Closer to Home 

Hawaii has emerged as one of Kensington’s fastest-growing destinations, with bookings up 196% compared to last year. The islands are meeting clear demand for luxury experiences that combine world-class resorts with wellness, outdoor adventure and Hawaiian culture, all without the long-haul flight. 

“As luxury travel continues to evolve, we’re seeing travelers prioritize experiences that are more personal, immersive and meaningful than ever before,” said Giontsis. “The destinations experiencing the strongest growth all share one thing in common. They invite travelers to connect more deeply with a place, through its people, its landscapes and the kinds of moments that stay with you long after you’ve come home.” 

Kensington continues to expand its luxury offerings and itineraries across these high-growth destinations, through its portfolio of brands including Kensington Tours, Kensington Cruises, Kensington Vacations and Kensington Ultraluxe, which encompasses Kensington Yachts, Kensington Expeditions and Kensington Villas.