Luxury travelers are moving beyond the traditional checklist vacation, with new booking data from Kensington showing a growing appetite for deeper cultural connections, emerging destinations and highly personalized experiences.
According to Kensington’s booking trends from March through June 2026, compared with the same period in 2025, travelers are increasingly choosing trips built around experiences rather than simply ticking off famous landmarks. The company’s strongest-performing destinations point to a broader shift in luxury travel, from renewed interest in Asia and Europe to significant growth in Peru, Rwanda and Hawaii.
“At Kensington, we’re seeing demand rise in destinations that reflect how luxury travelers are evolving,” said Helen Giontsis, President of Kensington, in a media statement. “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.”
Asia Returns to the Luxury Travel Spotlight
Asia remains a major growth engine for Kensington, with Japan continuing to perform strongly and South Korea emerging as a breakout destination. China is also seeing renewed interest as accessibility improves for eligible travelers.
South Korea’s growth reflects rising interest in the country’s cuisine, design, wellness, history and contemporary culture. Kensington is responding with itineraries ranging from a cherry blossom journey through Seoul and Busan to a combined Japan and South Korea trip.
Japan, meanwhile, is attracting repeat luxury visitors looking beyond Tokyo and Kyoto. Sales increased 51 percent, with travelers showing greater interest in ryokan stays, Hokkaido’s culinary scene and hot spring resorts. A favorable yen is also adding value for international travelers.
China is experiencing a resurgence as access improves, including Canada’s new visa-waiver program for eligible stays. Kensington’s itineraries combine major historical attractions with more immersive experiences, including the Great Wall, the Yangtze River and Tibet.
Europe Gets More Experiential
Europe remains firmly on the luxury travel map, but travelers are increasingly seeking less conventional ways to experience the continent.
Austria led Kensington’s European growth, with sales up 86 percent. In Vienna, travelers are moving beyond the city’s traditional cultural attractions to explore its coffeehouse culture and historic wine taverns. Croatia followed with a 61 percent increase, driven by interest in the Dalmatian coast, private yacht charters and Dubrovnik.
Poland also posted strong growth, with sales up 46 percent. Krakow, Warsaw and other destinations are drawing travelers interested in history, architecture and culinary traditions. Scotland recorded a 36 percent increase, with private Highland experiences—including falconry, whisky blending and estate visits—helping drive demand.
The trend suggests luxury travelers aren’t necessarily abandoning Europe’s classics. Instead, they are looking for more personal ways to experience them.
Peru and Rwanda Deliver Deeper Connections
In South America, Peru recorded 62 percent growth for Kensington. The destination’s combination of archaeological sites, gastronomy, nature and living cultural traditions continues to resonate with travelers seeking a trip with multiple layers.
Kensington’s Peru offerings range from journeys aboard the Belmond Andean Explorer and private visits to Machu Picchu to culinary-focused itineraries featuring Lima markets and traditional Pachamanca meals in the Sacred Valley.
Rwanda is another standout, emerging as a luxury destination for travelers interested in conservation, wildlife and meaningful adventure. Gorilla trekking remains a major draw, while Nyungwe Forest and Akagera National Park add opportunities to explore Rwanda’s broader wildlife and conservation story.
Hawaii Shows the Appeal of Luxury Closer to Home
Perhaps the biggest surprise in Kensington’s data is Hawaii, where bookings jumped 196 percent year over year.
The growth reflects demand for luxury experiences that combine high-end accommodations with wellness, outdoor adventure and cultural experiences—without requiring a long-haul international flight. Travelers can pair resort stays with snorkeling, helicopter tours, volcanic landscapes and private excursions along the Kona Coast.
Kensington continues to expand its luxury offerings and itineraries across these high-growth destinations through its portfolio of brands, including Kensington Tours, Kensington Cruises, Kensington Vacations and Kensington Ultraluxe, which encompasses Kensington Yachts, Kensington Expeditions and Kensington Villas.
For more information, visit kensingtontours.com.
