Report: Affluent Travelers Are Sticking Closer to Home, but Still Crave Bucket List Experiences

A new travel trends report for luxury specialist Kensington has revealed some unexpected developments in consumer behavior among affluent travelers.

Kensington, which underwent a rebrand this past November, released its annual trends report in December. That initial report found that luxury travel remained resilient and experience-driven, and identified trends such as a resurgence of solo travel.

The latest research from Kensington demonstrates how quickly luxury travel motivations evolve. Titled Navigating Uncertainty in Affluent Travel, Kensington’s 2025 mid-year travel trends report, provides a snapshot of the luxury travel sector, relying on information from booking patterns, proprietary data, and an updated Affluent Traveler Survey, which was conducted in partnership with Dig Insights in June 2025.

Kensington identified three major trends in the survey results: that Americans are traveling closer to home, that affluent travlers still want “once-in-a-lifetime” experiences, and that demand for Africa is growing—and it’s not just for game safaris.

“We’re in a moment where global unpredictability is testing assumptions across the industry,” said Matt Cammaert, senior vice president of marketing and outside sales. “And yet, the data tells a story of travelers 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 traveler is making intentional choices.”

Increase in Domestic Travel

Geopolitical concerns and a weakening U.S. dollar have led to an increased interest in North America travel this summer. Roughly half of affluent travelers surveyed stated that they haven’t changed their travel habits; however, Kensington’s internal data tells a different story: U.S.-based trips are up 60% year-over-year, and shorter-duration itineraries now account for more than 9% of 2025 bookings.

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

Bookings for the Ultra-Luxe Segment Are Up

Despite ongoing global uncertainties, luxury travelers remain focused on securing unforgettable, once-in-a-lifetime experiences. Bookings in the ultra-luxe category ($2,000 to $3,000+ per person, per day) are up 47%, with strong demand for private yachts, luxury villas, and VIP access to exclusive events.

According to Kensington’s survey, 56% of affluent travelers plan to increase their leisure travel spending this year, while 36% say they’re allocating more specifically for VIP-style experiences. Bookings in the highest tier, $,3000+ per person per day increased by 63.8%. Kensington Yachts also saw a 94% year-over-year growth in yacht charter sales.

“The needs of high-net-worth travelers aren’t typically impacted by the short-term economic changes that affect other parts of the market,” said Edita Sgovio, vice president Kensington Yachts & Expeditions. “Their expectations are high, and they want experiences they can tell stories about – even boast about. They want to make lasting memories and will be loyal to travel brands that deliver on those high expectations.”

Shifts in Africa Luxury Travel

Africa’s allure continues to grow—though the nature of that interest is beginning to evolve. While classic game drives remain a major draw, affluent American travelers are increasingly seeking a broader, more immersive experience of the continent’s landscapes, history, and cultures.

Safaris still represent a key growth engine, with Kensington reporting a 54% year-over-year increase in African safari bookings during Q1 of 2025. The surge is particularly strong in emerging destinations like Zimbabwe (up 75%), Zambia (up a staggering 397%), and East African staples like Kenya and Tanzania (up 43%). Even South Africa—long a safari mainstay—has seen a 71% bump over 2024.

But the shift lies in what travelers want beyond the Big Five. According to Kensington’s Affluent Traveler Survey, high-net-worth clients are showing growing interest in cultural and historical explorations: guided tours of historic cities, immersive visits to local villages, and wildlife experiences that go beyond the traditional safari. This new wave of demand reflects a deeper curiosity about Africa’s rich diversity—both human and ecological.