EXPERTS & INSIDERS
2025 Mid-Year Travel Trends Report
By The Kensington Content Team
GET MORE INSIGHT INTO THE TRENDS SHAPING AFFLUENT TRAVEL IN 2025
EXPERTS & INSIDERS
By The Kensington Content Team
The recent and ongoing uncertainty in global affairs – including tariff battles and geopolitical struggles – has had an unexpected yet real impact on travel in 2025. Some iconic destinations have faced drops in business, some haven’t; and there are definite shifts in traveler behavior.
However, even with the seeming unpredictability of the industry right now, some trends are becoming clear in terms of how travelers are reacting – and why. Based on Kensington’s internal data and the results of a new Affluent Traveler Survey which we conducted with Dig Insights in June 2025, we believe that there is considerable room for optimism about the future.
While approximately half of affluent travelers report not changing how they travel this year, the data and sales trends make it clear that a sizeable segment of affluent Americans have changed their travel plans in 2025.
The number of trips that Kensington has booked within the United States has risen by almost 60% year over year, with only a slight slowdown in March. And there is noticeable growth in the number of short duration itineraries sold – so far 9.30% of 2025 sales (versus around 7% the past two years). We are seeing growth especially in the National Parks of the West, Alaska, and Hawaii, and have added new cruise experiences such as Inside Passage Cruise & Alaska’s Wilderness.
According to our latest Affluent Traveler Survey, for some this change is simply about convenience and spending less time in transit; others are economically motivated with a desire to protect their travel investment, or feel a renewed desire to explore their own country.
Continuing a trend that we highlighted in our previous Report, most high net worth travelers are still seeking once-in-a-lifetime experiences – despite any political or economic uncertainty they may perceive.
Our sister company Kensington Yachts, and our Kensington Villas division, are both seeing ongoing growth in their businesses that shows no signs of slowing. For instance, yacht charter sales are up 94% YOY; bookings in our first-tier ultra-luxe segment ($2,000 to $3,000 per person per day) are up 47%; and bookings in the segment over $3,000 per person per day are up 63.8%.
According to our Affluent Traveler Survey, over half of them (56%) told us that they planned to spend more on their leisure travel this year than last; another 38% said that this year’s travel spending would be about the same as last. Their travel focus continues to be on unique experiences that create indelible memories.
Africa’s appeal is growing even as it has begun to shift. While traditional game drives are still extremely popular, other aspects of African environment and culture are starting to draw affluent Americans.
Safaris are still a huge engine of growth; the pace of our African safari bookings accelerated 54% year over year in the first quarter of 2025. Much of this growth is in countries such as Zimbabwe (75% ahead of last year), Kenya & Tanzania (up 43% over last year), and Zambia (up 397% over last year); even the powerhouse of South Africa is up 71% over 2024.
The unexpected change is that there is now, in addition, more demand for other kinds of African travel. According to the Affluent Traveler Survey, HNW travelers also want to explore more of what makes Africa unique: from touring historic cities and delving deep into local history with a private guide, to engaging with local village life and culture, to encountering wildlife beyond the Big Five.
Get our complete Mid-Year Trends Update to help you navigate the current global uncertainty. Use these trends, based on Kensington’s data and our latest Affluent Traveler Survey, to help you find opportunity in the affluent travel sector.
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