Despite “ongoing uncertainty in global affairs,” a recent study by Kensington found that there’s still “considerable room for optimism” among affluent travelers.In its 2025 Mid-Year Travel Trends Update, titled “Navigating Uncertainty in Affluent Travel,” Kensington’s president Helen Giontsis said that “tariff battles and geopolitical struggles” have had “an unexpected yet real impact on travel in 2025.” With that, some trends are emerging.
Affluent Travelers Opt for the U.S.
First and foremost, Kensington noted that many Americans are traveling closer to home. While around half of affluent travelers said they are not changing how they travel this year, the number of trips that Kensington has booked within the United States has risen by almost 60% year-over-year. Among all affluent travelers, a third are either taking shorter trips or traveling within the U.S.
Not all of the travelers staying stateside reported it was due to financial reasons, however. Some noted that it allows for more time in the destination since it’s less time in transit; others are still in a “defensive mindset” following the pandemic; and others yet are traveling domestically “because of a loose political motivation.” Given the various reasons for domestic travel, Kensington projected this trend to continue.
VIP Experiences Still Top of Mind
Despite these shifts, the report also noted that “affluent travelers still crave once-in-a-lifetime experiences.” Sister companies Kensington Yachts and Kensington Villas are both “seeing ongoing growth” and no signs of slowing. The former is up 94% year-over-year, with the “ultra-luxe” segment up 47%.One-third of respondents (36%) added that they are spending more on “VIP-style treatment” when they travel. To that point, about half of respondents are very or extremely interested in exclusive access to concerts, fashion shows and sporting events like tennis’ Grand Slam tournaments or Formula One.
