Navigating Uncertainty in Affluent Travel: Kensington’s Mid-Year Travel Trend Report

Private guided luxury travel company Kensington has released its mid-year trend report, titled ‘Navigating Uncertainty in Affluent Travel.’ 

Informed by booking patterns, proprietary data, and an updated Affluent Traveller Survey, the report sheds light on how high-net-worth travellers are responding to a year shaped by economic, political, and global uncertainties. 

The previous December report outlined several broad themes that continue to influence 2025: a rising interest in lesser-known destinations, a marked shift in seasonal travel patterns, and a deepening desire for seamless, exclusive journeys. 

Based on both internal data and two external surveys with Opinium Research and Dig Insights, that initial report underscored how luxury travel remains resilient and experience-driven. It documented growth in high-value trips, a resurgence in solo travel, and increasing investment in privacy-forward experiences like private villas and yacht charters. 

Kensington says those trends have proven foundational — and the mid-year data reveals how traveller motivations are evolving in real time. 

“We’re in a moment where global unpredictability is testing assumptions across the industry,” said Matt Cammaert, SVP of Marketing and Outside Sales. “And yet, the data tells a story of travellers who are adapting, not retreating. These shifts aren’t just reactive; they’re purposeful. Whether it’s staying closer to home or seeking out deeper experiences abroad, today’s traveller is making intentional choices.” 

Trend #1: Affluent Americans Are Staying Close to Home 

While about half of U.S.-based affluent travellers reported no major change in their travel habits, Kensington’s internal data shows a 60% year-over-year increase in U.S.-based trips and a rise in shorter-duration itineraries, which now make up over 9% of 2025 sales.

The motivations range from convenience and scheduling flexibility to a cautious mindset shaped by economic or political concerns. Many travellers cited shorter flights, ease of planning, and the ability to decide closer to departure as key factors. 

“It’s not just about proximity, but about control,” added Cammaert. “The domestic segment is growing because it meets today’s traveller where they are. They want high-end, high-touch experiences, but they also want to reduce friction.” 

Trend #2: Demand for Once-in-a-Lifetime Travel Remains Strong 

Luxury travellers continue to prioritize unforgettable, one-of-a-kind experiences despite external uncertainties, Kensington said. Bookings in the ultra-luxe segment, defined as $2,000 to $3,000+ per person per day, have grown significantly. 

Kensington’s sister company, Kensington Yachts, and its Kensington Villas division are experiencing sustained growth across their respective categories. Yacht charter sales have increased by 94% year-over-year, while bookings in the first-tier ultra-luxe segment are up 47%. Notably, demand at the highest tier, with bookings exceeding $3,000 per person per day, has surged by 63.8%, underscoring a continued appetite for exclusive, high-touch travel experiences. 

As a result, Kensington is expanding both its Villas and Yachts division and will soon launch Kensington Expeditions — custom experiences combining land-based exploration with private vessel charters, guided by leading scientists, historians, or adventurers. 

“The needs of high-net-worth travellers aren’t typically impacted by the short-term economic changes that affect other parts of the market,” said Edita Sgovio, VP Kensington Yachts & Expeditions.

Trend #3: Africa’s Appeal Is Evolving 

Safari remains a core driver of demand in Africa with bookings up over 50% in early 2025, but interest is widening. Travellers are seeking out historic cities, local culture, and non-traditional wildlife experiences such as gorilla trekking in Uganda. Kensington reports significant booking increases in countries such as Botswana, Tanzania, and Rwanda, signalling broader interest across the continent. 

“Travellers are becoming increasingly interested in immersive experiences that allow them to step outside the 4×4 safari vehicles and engage and interact with the people and places they’re visiting. Whether it’s on foot, in a motorboat or canoe, or in a helicopter there are so many different experiences to enjoy from country to country.” 

To meet this growing demand, Kensington has expanded its African product. From Ghana to Botswana, Zimbabwe to Senegal, Morocco to Madagascar, Kensington is investing in opportunities to offer clients new ways to explore the breadth of African cultures.   

To view the full report, click here.