What destinations are today’s luxury travelers eyeing? Based on bookings from March through June 2026, Kensington has found that affluent travelers are booking vacations in Asia, Europe, and other parts of the world that are difficult to replicate.
“At Kensington, we’re seeing demand rise in destinations that reflect how luxury travelers are evolving,” Kensington President Helen Giontsis said.
“From renewed interest in Asia and the continued appeal of premium European destinations to closer-to-home luxury escapes and bucket-list cultural journeys, travelers are looking for experiences that go beyond iconic landmarks,” she added. “They want to understand and experience a destination through its people, food, history and traditions, while also enjoying having ‘insider’ access and seamless planning.”
Asia: Culture, Cuisine and Hot Springs
In Asia, destinations such as South Korea and Japan are thriving, Kensington said. “The surge in South Korea reflects the world’s growing fascination with the local culture, from cuisine and design to wellness and history,” the company said, noting that it can “customize itineraries to satisfy any or all of those interests including a Cherry Blossom Journey to Seoul and Busan, exploring the country’s coastal and cultural highlights, or a combined Japan to South Korea Highlights Tour for those who want to pair two of Asia's most compelling cultures in a single trip.
Kensington’s sales for Japan, meanwhile, have risen by 51%. “Demand is shifting beyond Tokyo and Kyoto toward ryokan stays and regions such as Hokkaido, Japan’s culinary heartland, where premium seafood, wagyu and hot spring resorts are drawing second and third-time visitors,” Kensington said, noting that China is also experiencing renewed interest.
South Korea is an emerging luxury destination for Kensington. (Source: Getty via Kensington)
Africa: Conservation-Led Luxury
One of the most popular emerging luxury destinations is Rwanda, “driven by demand for conservation-led luxury, gorilla trekking, national parks and once-in-a-lifetime wildlife experiences,” the tour operator said.
Europe: Coffeehouse Culture, Yacht Charters
In Europe, sales for Austria have risen by 86%, with travelers looking to move from Vienna’s music, art and architecture to the city’s “coffeehouse culture, recognized by UNESCO as Intangible Cultural Heritage, and its traditional Heuriger wine tavern,” Kensington said.
Elsewhere in Europe, Croatia sales have risen by 61%, Poland sales by 46% and Scotland sales by 36%.
“Kensington offers two ways to experience the country: an exclusive Kensington Yachts Private Charter through the Dalmatian Islands for those who want to explore by sea, and the Dubrovnik and Adriatic Escape, a land journey that takes travelers from Dubrovnik's historic Old Town to the fjord-like beauty of Montenegro’s Boka Bay.
The Alpine town of Kitzbuhel, Austria. (Photo Credit: Adobe Stock/chrisy50)
Polish cities such as Kraków and Warsaw are drawing affluent travelers interested in exploring the country’s inspiring architecture and culinary traditions. “Kensington's Discover Poland itinerary covers the country’s essential highlights, while Warsaw, Kraków, Wroclaw and Berlin extend the journey into Germany, tracing the arc of 20th-century European history across two remarkable countries,” the company said.
For Scotland, the “signature request this year is the private Highland estate day, whether falconry, deer stalking or a whisky blending session alongside a master blender in a distillery's private cask room,” the tour operator said.
The Americas: Archaeology, Gastronomy and Island Escapes
Machu Picchu, Peru. (Photo Credit: Promperu/Alex Bryce)
In South America, Kensington is witnessing a formidable rise in sales – 62% – in Peru, which it said reflects “enduring demand for destinations that weave together archaeology, gastronomy, nature and living cultural traditions.”
Closer to home, Hawaii is experiencing possibly the most dramatic growth, with bookings up 196% compared to last year, as the destination’s islands satisfy demand for cultural experiences that combine luxury resorts, wellness options and one-of-a-kind outdoor activities.
“As luxury travel continues to evolve, we’re seeing travelers prioritize experiences that are more personal, immersive and meaningful than ever before,” Giontsis said. “The destinations experiencing the strongest growth all share one thing in common. They invite travelers to connect more deeply with a place, through its people, its landscapes and the kinds of moments that stay with you long after you’ve come home.”
Topics From This Article to Explore
