Kensington, the global leader in private guided luxury travel, has released its first-ever Kensington Travel Trends Report, providing a comprehensive forecast of the travel destinations and experiences set to captivate travelers in the coming year. Based on an extensive analysis of Kensington's 2024 data, this report also incorporates findings from two external surveys of affluent travelers conducted in partnership with Opinium Research and Dig Insights, adding a broader dimension to the industry's evolving landscape.  

 

The report highlights significant shifts, from the allure of lesser-known destinations to a deepening preference for more personalized and exclusive travel experiences. "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 Helen Giontsis, President of Kensington Tours. "This report serves as a both valuable tool for anyone looking to stay ahead of travel trends and 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 travelers seeking to avoid the peak-season crowds for a more authentic experience. 

 

The Kensington Travel Trends Report also aligns with the company's rebranding efforts this year, which have expanded its portfolio to encompass Kensington Tours, Kensington Villas, Kensington Air, and Kensington Cruises, along with the relaunch of its sister company, Kensington Yachts. This milestone further strengthens Kensington's mission to deliver highly personalized, luxury travel experiences with expert private guides, exclusive itineraries, and access to premier events worldwide. 

 

Key Trends for 2025 

The Kensington Travel Trends Report highlights a few key trends that are expected to shape travel experiences in 2025: 

 

Getting Off the Beaten Path 

The allure of less-traveled destinations has increased, with more travelers 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 travelers 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 Traveler 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 

Travelers 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 travelers 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%. Travelers 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 travelers 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 favorite 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 travelers eager to fulfill personal dreams and explore independently. The report shows that solo travel now comprises 4.2% of Kensington's business in 2024, marking a steady rise from 4.0% in 2023 and 5.5% in 2019, indicating a renewed interest in personal and transformative journeys. Solo travelers 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 traveler 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	Top 10 Solo Destinations
Italy	India
Japan	Italy
Greece	Japan
France	Egypt
Spain	Thailand
Ireland	Australia
Scotland	Spain
Portugal	Iceland
England	France
South Africa	New Zealand

 

Increasingly Personal Motivations 

Today's travelers 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 travelers' 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 More in the Journey 

Travelers 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 percent of travelers in the Dig Insights survey indicated they were willing to pay more for elevated experiences and VIP treatment.   

 

This shift underlines the importance of crafting experiences that provide a high degree of personal control, from private drivers and custom itineraries to knowledgeable local guides. That willingness to spend more extends to what travelers are willing to budget for a Trip of a Lifetime. This included nearly 14 percent indicating they would spend more than $100,000 and 20 percent budgeting between $50,000-$100,000.  

 

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. Travelers are increasingly seeking private, highly customized itineraries, a hallmark of Kensington's approach across its portfolio. 

 

Cautious Optimism 

While the post-pandemic era brought a 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 travelers are balancing their love of travel with practical concerns in light of global events. 

 

Top Destinations to Book for 2025 

 

Kensington's team of experts recommends five destinations that are poised to stand out in 2025. These destinations promise unique cultural, scenic, and immersive experiences for the modern traveler: 

 

Ghana – This West African country is poised to become very popular destination, making now a great time to visit. “The vibrant music scene, festivals, food, year-round warm weather combined with the historical attractions including the Door of No Return, make this a great choice for travelers looking for culture and history without the crowds,” says Andrew Drummond, Director of Product.  

 

Canadian Rockies – Known for its natural beauty, this region is perfect for private-guided touring. “Banff, Lake Louise, and Jasper offer breathtaking landscapes that attract nature lovers and those seeking adventure with a luxury twist,” explains Kelly Torrens, Senior Director of Product. 

 

French Polynesia – The combination of exclusivity, natural beauty, and rich cultural experiences makes French Polynesia an unrivaled destination for private yacht charters, attracting those seeking a luxurious, adventurous, and private escape. “The remoteness of particularly the less-visited islands beyond Tahiti and Bora Bora provides a high level of seclusion where guests can anchor in serene, untouched locations far from crowds,” says Edita Sgovio, VP of Kensington Yachts. “Travelers can also engage with local communities, experience traditional dances and ceremonies, and enjoy authentic Polynesian cuisine while cruising the islands aboard a fully staffed charter with private chef, diving equipment and other water toys.  

 

Puglia, Italy – “This region offers a more laid-back and authentic Italian experience compared to some of the country's more famous regions,” says Jason Susinski, Product Director. With its charming architecture, less touristy beaches and a stunning coastline with crystal-clear waters, farm-to-table cuisine and a selection of boutique properties or luxury villas, it's a perfect alternative to Tuscany or the Amalfi Coast.   

 

Chile – As travelers seek off-the-beaten-path destinations, Chile is emerging as a top choice for its dramatic landscapes and sustainable luxury. “From Patagonia to Atacama, Chile offers unique eco-lodges and high-end experiences that appeal to luxury travelers,” says Chaza Fell, Sales Director. 

 

“While these destinations reflect the top bookings and choices from our internal team, we also wanted to take the pulse on a broader audience through our Affluent Traveler survey,” notes Matt Cammaert, SVP of Marketing and Outside Sales.  “It was interesting to see where there is crossover with our internal data as well as the destinations that were top of mind for this group of travelers.”

 

That list included a range of experiences such as a private expedition cruise to Antarctica to a curated Personal Heritage Journey, skiing the Alps, or visiting elephant sanctuaries in Thailand. 

 

Opportunities to Watch 

 

Reimagining Familiar Destinations 

Travelers exhibit a dual preference for familiarity and novelty, as revealed in the Affluent Traveler Survey. While 54% of respondents enjoy returning to beloved destinations, 69% prioritize new experiences during their journeys. This presents an opportunity to offer fresh perspectives on well-traveled places by crafting unique, tailored experiences. These could include exploring history, food, art, or hyper-local geography, or opting for alternative accommodations like private villas or yacht charters that provide a more personal and immersive viewpoint. 

 

Balancing Depth and Breadth 

The survey highlights the personal nature of preferences between trip depth and breadth. While 74% of respondents favor breadth—exploring multiple locations—66% value depth, focusing on fewer destinations. Most held these preferences moderately rather than strongly, indicating that affluent travelers seek a balanced approach. Providing opportunities for travelers to customize their experiences to achieve the right mix of depth and breadth is essential. 

 

Preserving Authenticity 

Affluent travelers prioritize authenticity in their journeys. Survey findings show 71% strongly value travel that challenges their worldview, and 72% aim to learn more about the world, with 56% increasingly seeking authentic local food and culture. However, the industry's push to cater to tourists risks eroding what makes destinations special. Destinations and brands must safeguard their unique characteristics and resist over-commercialization to maintain their appeal for both travelers and local communities. 

 

Kensington's Rebrand 

In 2024, Kensington Tours unveiled a comprehensive rebranding effort that expanded its range of tailored travel offerings, now encompassing Kensington Tours, Cruises, Villas, Air, and the relaunched Kensington Yachts. Kensington is known for delivering the world's most personal travel experiences, customizing every itinerary with local private guides who help clients experience the true essence of each destination. Operating in over 120 countries, the Kensington team is composed of Destination Experts who deeply understand each locale, ensuring journeys that are both authentic and memorable. 

 

As part of its rebranding, Kensington Cruises (formerly Voyages by Kensington) now provides a seamless blend of land and sea experiences, pairing exclusive pre- and post-cruise land tours with elite, small-ship cruise partners. Kensington Villas (formerly Beyond Villas) offers a curated selection of over 1,000 private villas with personalized services and 24/7 support, catering to growing demand for private, multi-generational travel. Kensington Yachts, a dedicated charter brokerage, brings together yacht and land experiences, offering clients exclusive access to over 3,000 vessels worldwide. 

 

The rebranding and growth across these offerings reflect Kensington's mission to provide bespoke, high-quality travel experiences that let clients See the world, differently. This focus has driven significant growth in revenue and bookings, further establishing Kensington as a leader in the luxury travel space. 

To read the full report, visit here.  For more information on Kensington, visit www.kensingtontours.com.