TRAVEL TRENDS 2025

In this digital-first world, the desire for a human touch and personal service will be deemed more important than ever in the travel and leisure space. A recent Travel Pulse study found that 44% of US travellers are now more likely to use a travel consultant than they were pre-pandemic. This comes as no surprise, as our clients consistently express how stress-free and seamless their experiences are when travelling with our team.

Travel consultants will increasingly use digital technologies to impart their expertise and first-hand knowledge to create highly tailored itineraries that capture their clients’ unique requests, tastes and passions. Engaging a personal consultant comes with the expectation of a 360-degree service that extends well beyond the point of booking, ensuring you feel supported from the moment you enquire about your trip, to when you return home.

The modern traveller is increasingly curious and conscious. Eager to venture further for a more intimate and immersive experience, even in wilderness regions. For those travelling to Africa, we are seeing a definite passion for less trodden safari regions such as Amboseli or Laikipia rather than more known areas, like the Maasai Mara. In Southern Africa, we are seeing similar patterns emerge with our clients more frequently choosing to safari within Hwange National Park or South Luangwa National Park after visiting Victoria Falls, despite similar costs and easy connections to much-loved lodges in the Kruger, South Africa.

This desire to experience off-grid destinations has been celebrated by the safari industry and regional governments alike, who are keen to avoid the dreaded burden of over-tourism. We’re delighted to see conservation-first companies, like Angama and Great Plains, open new eco-luxury camps and lodges in these lesser-travelled areas to support this trend.

On a quest for authenticity and intimacy, we’ve been supporting client requests for cultural experiences that are guided by locals, allowing them the opportunity to peek beyond the tourism veil. These guided excursions cover a variety of interests including history, art, wildlife and archaeology but possibly the strongest growth is centred on gastronomy tourism. Our privately guided food tours in Sri Lanka have enchanted clients, allowing them to gain a deeper understanding of the area’s heritage while learning how to recreate the richly spiced Sinhalese cuisine at home.

Even in our classic beach destinations, such as Seychelles or Mauritius, there's an uplift in demand for immersive experiences relating to marine wildlife, history and the indigenous flora. In the past, most clients viewed these islands exclusively as a chance to relax after their African safari, but are embracing their unique culture while also indulging in the wellness experiences on offer. Even our home base of Cape Town was named as Conde Nast Traveller's Best City for food in the world at the Readers' Choice Awards, beating out proud foodie nations like Italy and Japan for the top spot.

No longer a trend, but more a genuine reflection of a movement towards conscious travel, we are confident that more travellers will aim to offset the carbon footprint of their long-haul trips. Our 2024 client study revealed a 22% increase over the past 3 years in rating sustainability as a ‘very important’ factor in choosing a tour operator.

Despite this passion and drive, the findings of a recent report indicate that 49% of travellers feel there aren’t enough sustainable options available. We feel the responsibility lies with tour operators to provide the reassurance that their clients’ tourism dollar is invested in supporting local communities, conserving the wildlife and landscapes they experience, and staying at properties with authentic credentials. To expose and eradicate greenwashing, reliable accreditations are important trust markers to provide those guarantees. We’re delighted to be one of the few travel brands who have achieved B Corp certification, setting ourselves apart from the norm.

Based on our 2025 and 2026 bookings and enquiries we fully expect Tanzania to emerge as our most in demand East Africa destination for the first time. Repeat visitors to the continent are leading the way with a desire to embark on another safari following first time visits to Kenya or South Africa. A safari in Serengeti, followed with a visit to Ngorongoro Crater and an island stay in Zanzibar is proving an enticing combination for those who have been bitten by the notorious safari bug!

Rwanda reigns supreme as the ultimate destination for gorilla trekking; whilst the rise of astro-tourism is one factor boosting the rise in Namibia bookings. Sri Lanka has now well and truly returned to the travel stage, and with the 300km Pekoe trail now fully open, the word is spreading about the diversity of experiences the ‘Pearl of the Indian Ocean’ has to offer.