Kensington, a leader in private guided luxury travel, has released its Mid-Year Trend Report, which sheds light on how high-net-worth (HNW) travelers are responding to a year shaped by economic, political, and global uncertainties. This report follows up on trends outlined in the past Travel Trends Report from last December, which outlined several broad themes of interest for travelers in 2025: A rising interest in lesser-known destinations, a marked shift in seasonal travel patterns, and a deepening desire for seamless, exclusive journeys.
Affluent Americans are traveling closer to home
While the report’s data found that about 50% of affluent travelers reported no major change in their travel habits, the recent report found 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 airline sales. The report outlines that the motivations to travel domestically may range from convenience and scheduling flexibility to a “cautious mindset shaped by economic or political concerns.” Additionally, some travelers cited seeking shorter flights, easier-to-plan vacations, and the ability to decide closer to departure as reasons to travel closer to home in 2025.
“It’s not just about proximity, but about control,” says Matt Cammaert, Chief Marketing Officer at Kensington. “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.”
Demand for once-in-a-lifetime travel remains strong
The report also found that the desire for one-of-a-kind experiences amongst luxury travelers in 2025 remains strong. Bookings in the ultra-luxe segment, defined as $2,000 to $3,000+ per person per day, have grown significantly, per the report. Meanwhile, interest in private yachts, villas, and VIP access to exclusive events remains robust, with 56% of surveyed travelers saying they plan to spend more on leisure travel this year than last. Additionally, 36% of respondents said they are spending more this year for VIP-style treatment.
“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, VP 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.”
Interest in Africa as a luxury destination
Lastly, the Mid-Year Trend Report also followed up on the rising interest in Africa as a luxury destination. Per the report, the safari experience remains a core driver of demand in Africa, with bookings up over 50% in early 2025, and the interest has continued to grow. Luxury travelers are seeking out historic cities, local culture, and non-traditional wildlife experiences such as gorilla trekking in Uganda. The report indicates significant booking increases in countries such as Botswana, Tanzania, and Rwanda, signaling broader interest across the continent.
Per Kensington, travelers 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.”
