The era of the checklist vacation is over, and the latest booking trends from Kensington, the leader in customized private guided luxury travel, reflect that. Data from March through June 2026, measured against the same period last year, reveals travelers have shifted their travel style from basic sightseeing to storytelling and collecting experiences that can’t be packaged by a chatbot, replicated or rushed. From surging demand in South Korea and Austria to a luxury renaissance in Hawaii and Peru, the destinations leading Kensington’s growth tell a clear story about where luxury travel is headed.
“At Kensington, we’re seeing demand rise in destinations that reflect how luxury travelers are evolving,” said Helen Giontsis, President of Kensington. “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. 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: A Return to Discovery
Asia remains one of Kensington’s strongest-performing regions, driven by improved accessibility and a deepening appetite for destinations where ancient traditions and contemporary culture exist side by side.
Asia is one of the clearest stories in Kensington’s rising destinations: Japan continues to show strength, South Korea is emerging as the strongest true new breakout, and China is seeing renewed interest as access improves for eligible travelers.
The surge in South Korea reflects the world’s growing fascination with the local culture, from cuisine and design to wellness and history. Kensington 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.
Japan continues to build on its status as a luxury travel icon, with sales rising 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. A favourable yen continues to strengthen the country’s value. Kensington’s Journey of Tradition and Japan’s Art Islands takes travelers from Kyoto’s tea ceremonies to Hiroshima’s Peace Park, culminating in Naoshima’s art island landscape.
China is experiencing renewed interest because of improved accessibility, including Canada’s new visa-waiver program for eligible stays, combined with strong interest in history and immersive local experiences is bringing travelers back. Kensington offers two itineraries spanning China’s imperial highlights: the Imperial China and Mystical Tibet Luxury Journey, which extends to Lhasa’s monasteries and a Yangtze River cruise, and China and the Yangtze River in Style, a curated journey from the Great Wall to the iconic Three Gorges.
Japan is famous for its temples, and Kyoto has some of the best. Jim Byers Photo
Africa: A New Frontier for Luxury Travel
Rwanda has emerged as one of Kensington’s most compelling breakout destinations driven by demand for conservation-led luxury, gorilla trekking, national parks and once-in-a-lifetime wildlife experiences. Every gorilla trekking permit directly funds habitat protection and the communities surrounding the parks, drawing travelers who want their journeys to matter as much as the destinations themselves. Kensington’s Best of Rwanda in Style takes travelers into Nyungwe Forest to witness chimpanzees darting through the thick canopy, then onto the lush slopes of the Virunga Mountains to track gorilla families with an expert guide. The journey continues to Akagera National Park, where a wildlife safari across scenic savanna plains, hills, forests and wetlands brings travelers face to face with giraffes, lions, buffalo and the conservation work that has restored the park.
Europe: The Next Chapter
Luxury travellers haven’t fallen out of love with Europe. They’ve simply raised their expectations, increasingly seeking emerging regions, shoulder-season timing, and authentic cultural connections over the well-trodden path.
- Austria leads Kensington’s European growth with sales up 86%. Beyond Vienna’s celebrated music, art and architecture, travelers are seeking a more personal view of the city through its coffeehouse culture, recognized by UNESCO as Intangible Cultural Heritage, and its traditional Heuriger wine taverns. Kensington’s Vienna, Salzburg and Munich itinerary extends that journey to UNESCO-listed Hallstatt, Mozart’s baroque Salzburg and Bavaria’s storied beer culture.
- Croatia continues its impressive rise, with sales up 61%. 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.
- Poland has emerged as one of Europe’s most compelling new frontiers, with sales up 46%. Rich history, preserved architecture, and vibrant culinary traditions are drawing travelers to Kraków, Warsaw and beyond. Kensington’s Discover Poland itinerary covers the country’s essential highlights, while Warsaw, Kraków, Wroclaw and Berlin extends the journey into Germany, tracing the arc of 20th-century European history across two remarkable countries.
Edinburgh Castle in Scotland. E Mens/Unsplash Photo
- Scotland continues its steady luxury ascent, with sales up 36%. 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. Kensington’s Edinburgh, Aberdeen, Inverness and Glasgow journey takes travelers from Edinburgh’s Royal Mile to the mysterious shores of Loch Ness, while the Bucket List Scottish Golf and Whisky Trail pairs tee times at Gullane, Loch Lomond’s Carrick and Royal Dornoch with behind-the-scenes access to Speyside distilleries and privately guided visits to Culloden Moor and the Highland vistas of Glencoe Valley.
South America: Experiences Rooted in Culture
Peru has seen 62% growth, reflecting enduring demand for destinations that weave together archaeology, gastronomy, nature and living cultural traditions. Kensington’s Peru in Style itinerary travels the Andes aboard the Belmond Andean Explorer and culminates with a private tour of Machu Picchu, while Taste of Peru immerses travelers in the country’s extraordinary food culture, from Lima’s markets to a Pachamanca lunch in the Sacred Valley.
North America: Luxury Closer to Home
The Sandbar lobby bar at the Sheraton Maui Resort & Spa. Photo Courtesy Sheraton Maui Resort & Spa
Hawaii has emerged as one of Kensington’s fastest-growing destinations, with bookings up 196% compared to last year. The islands are meeting clear demand for luxury experiences that combine world-class resorts with wellness, outdoor adventure and Hawaiian culture, all without the long-haul flight. Kensington’s Maui and Big Island Family Vacation takes travelers from catamaran snorkeling in Honolua Bay to helicopter rides above volcanic landscapes and private zodiac expeditions along the Kona Coast.
