Where and how will you be holidaying in 2025? The experts reveal their predictions
At Abeona, clients are increasingly seeking remote destinations, and expressing an interest in conservation
The landscape of luxury
Thinking of booking your next big break? The way we choose to spend our precious holiday time is changing, say the experts – we asked three small, luxury travel companies to reveal where, and how, they think we’ll be travelling in 2025.
As the colder weather begins to bite, who can blame us for starting to dream about next year’s summer holiday? But what will you be booking? This is the time of year when the travel giants assess their data from the last 12 months and make predictions for the coming year, with trend reports from the likes of Expedia, Skyscanner and Booking.com all having been published in recent weeks. While Expedia believe the appetite for all-inclusive breaks will continue to grow, and the desire to experience natural phenomena will be high on holiday wish lists; Skyscanner see rapid developments in generative AI, travel retailing and social shopping changing how we find inspiration and compare holiday options; and Booking.com believe we’ll be tearing up the rulebook around traditional travel expectations in 2025, with a growing focus on personal growth and meaningful experiences. But what do the smaller, luxury providers think? We asked three boutique agencies to describe the landscape of luxury travel in 2025 from their unique perspective. Here’s what they had to say.
Laura Molden,
Founder, Abeona
Appealing to nature lovers, at Casa Cuixmala, below, lush jungle rolls into sweeping savannah and lagoons, where protected wildlife roams free
Tell us about Abeona and what you offer clients
Abeona is a boutique luxury travel agency which offers a highly tailored approach to travel planning. I leverage my extensive connections in the travel industry to elevate clients’ travel experiences and create once-in-a-lifetime experiences globally. I don’t charge a planning fee and I operate independently of any consortiums to ensure I’m offering a totally bespoke service. We believe in high-end, conscious travel, crafting bespoke, thoughtful itineraries that benefit both our clients and the local communities. We encourage our clients to avoid over-popularised paths, travel outside of peak seasons, and stay long enough to truly appreciate their surroundings. Moreover, we pledge a minimum of £50 to GiveDirectly for every trip booked. This nonprofit organisation supports people living in extreme poverty, empowering communities to decide how best to use the aid. Whether it’s whale-watching off the coast of Panama, wild swimming in the fjords of Norway, jungle trekking in Malaysia, or retreating to a secluded Mediterranean island, we pride ourselves on creating journeys as unique as our clients. From road trips and train journeys to solo travel, honeymoons, and family adventures, Abeona offers truly unforgettable, tailor-made experiences.
What is your most popular package?
Combining Costa Rica with Panama, or Bali with Sumba have been two popular options this year; clients are keen to team bucket-list with less frequented destinations.
What trends are you currently seeing amongst travellers?
Definitely a move towards more experiential travel, particularly in both the young professional/pre-kids market, and then the families with teenagers, or older travellers who have more time to explore further afield. Though you’ll always have people wanting to do fly-and-flops, I think there’s been a move towards wildlife/adventure tourism, or at least an openness to combining the two (e.g. a trip to Sri Lanka and the Maldives).
I think luxury is becoming more and more synonymous with privacy, conservation and remoteness Laura Molden, Abeona
What do you anticipate being the big trends in 2025?
Due to both sky-high prices and unpredictable weather, clients who have historically only considered Europe between April and October are looking at destinations that are further afield (Sumba, Namibia, Botswana and parts of South America are all wonderful during Europe’s summer). Additionally, our concept of strict ‘seasons’ is definitely shifting, due to climate-change, so I’d expect to see even more ‘off’ season travel going forwards.
Which destinations are proving especially popular?
Though there is no one trip I push above another, because everything is designed around my clients’ differing needs, I’d say in the last six-months South Africa, Indonesia and Costa Rica have been my most frequently enquired about destinations.
How is the luxury travel space evolving?
Though every client has a different definition of luxury, I think it’s becoming more and more synonymous with privacy, conservation and remoteness, as opposed to ‘brand’-oriented travel. Destinations with limited human-impact are desirable to clients looking for luxury teamed with sustainability and impact.
For further information, visit abeonatravelco.com
Alice Gully,
Owner, Aardvark Safaris
More families are choosing safaris as a way to introduce their children to the wonders of nature, wildlife, and conservation Alice Gully, Aardvark Safaris
Tell us about Aardvark Safaris and what you offer customers
Aardvark Safaris specialises in creating bespoke, high-quality safari experiences across Africa, tailoring each journey to our clients’ unique interests, needs, and preferences. With 25 years of experience, we’ve built a deep network of trusted partners and guides throughout Africa, allowing us to offer unparalleled access to some of the continent’s most extraordinary wildlife and landscapes. Our offerings range from classic wildlife safaris and adventure treks to more relaxed beach extensions, family-friendly trips, and luxury retreats. Our goal is to provide not only unforgettable experiences in nature but also the highest level of service, comfort, and safety from start to finish.
What is your most popular package?
Our most popular safari package is a classic wildlife safari, typically in Kenya or South Africa, where guests can experience the iconic ‘Big Five’ sightings. For those seeking a blend of adventure and relaxation, our safari-and-beach packages are especially popular. Many clients choose to combine a few days on safari with a beach escape, often in destinations like Kenya, Mozambique, South Africa, Mauritius or the Seychelles. This combination is ideal for those who want to enjoy the excitement of wildlife encounters followed by a few days of rest and relaxation along beautiful coastlines.
What trends are you currently seeing amongst travellers?
One notable trend is a growing interest in family travel, especially among families with younger children. Compared to a few years ago, more families are choosing safaris as a way to introduce their children to the wonders of nature, wildlife, and conservation. Many parents see the educational and bonding potential of these experiences, making African safaris an increasingly popular choice for family holidays. As a result, we’ve developed more family-friendly safaris and selected properties that cater specifically to families with young children. We’re also seeing many new, exclusive use safari properties – perfect for families.
What do you anticipate being the big trends in 2025?
Looking ahead to 2025, we expect Botswana to become a highly sought-after destination, largely thanks to wildlife documentaries like Big Cats 24/7. This series has brought Botswana’s stunning landscapes and incredible biodiversity, particularly its big cats, to a global audience. With this exposure, travellers are more aware of the country’s unique offerings and are eager to experience it for themselves. We anticipate a rise in bookings to Botswana as people seek out its pristine wilderness and exclusive wildlife encounters, especially those interested in luxury safaris and conservation-focused travel.
Which destinations are proving especially popular?
Kenya and South Africa remain our top-selling destinations due to their renowned safari experiences and diverse wildlife, coupled with a well-established tourism infrastructure. Both countries offer a range of experiences, from luxury lodges to authentic bush camps, appealing to travellers seeking both adventure and relaxation.
We’re also seeing growing interest in primate-focused experiences in Rwanda and Uganda, where visitors can embark on gorilla and chimpanzee trekking adventures. Trekking to observe primates in their natural habitat offers an incredible opportunity to connect with nature while supporting conservation efforts in these regions.
How is the luxury travel space evolving?
The luxury travel sector in Africa is witnessing a significant shift towards exclusivity and privacy. Increasingly, high-end travellers are drawn to exclusive-use properties. Moreover, camps and lodges are expanding their family accommodations to cater for multi-generational groups and families. In luxury travel, the focus is shifting away from purely material comforts and high-end décor; travellers now prioritise the exclusivity of the overall experience. Having private guides, customised itineraries, and access to secluded locations provides the ultimate in privacy and personalisation. This trend reflects a growing desire among luxury travellers for authentic, immersive experiences that offer a deeper connection to the destination’s environment, culture, and wildlife.
For further information, visit aardvarksafaris.com
Top: Pelorus Lion Sands Chalkley Treehouse. Bottom: Mozambique Colina Verde
Geordie Mackay-Lewis,
Co-Founder And CEO, Pelorus
Tell us about Pelorus and what you offer clients
We’re a B-Corp certified group of businesses offering tailor-made travel, yachting and aviation experiences that are designed to transform our clients’ perspective of the world and their impact on the planet. Co-founder Jimmy Carroll and I are ex-British army captains, and we bring our experience leading reconnaissance units on long-range desert patrols and helicopter operations to building truly customised trips. The knowledge and skills we forged during our years with the army lay the foundations upon which Pelorus is built. We endeavour to meet clients’ wildest aspirations using our global network of contacts and an extensive level of research. Pelorus don’t just curate bucket lists; we open doors that others can’t. In a time when genuine escape is hard to find, Pelorus is taking a new and exciting approach.
What is your most popular destination?
Polar regions and cooler climates are continuing to rise in popularity. With an abundance of awe-inspiring landscapes and wildlife, Norway is increasingly in demand. Clients are also interested in exploring Iceland’s remote and volcanically active landscape. And the US, Japan and Kenya are consistently popular with our clients.
For those interested in yachting, trips to Indonesia, the Caribbean and Croatia are often requested.
The travel space is becoming more about bespoke trips and personalisation, as clients are expecting their travel experience to be unique to them Geordie Mackay-Lewis, Pelorus
What trends are you seeing amongst travellers?
Generally speaking, multi-generational trips are hugely popular at the moment, bringing family members of all ages together. Clients are also increasingly looking to book exclusive use hotels, villas, yachts and camps that provide more privacy. Many of our guests are expressing an interest in conservation; they are keen to get involved with projects like meeting the units that track poachers in the Serengeti and joining their patrols. In addition, there is a greater interest in cultural immersion – in a bid to feel connected to the destinations, guests like to spend the day with locals and forge a meaningful connection, rather than just paying them a fleeting visit. For example, going out onto the water with the local fishermen in Madagascar; meeting the female ama-san free divers in Japan; or spending an afternoon with a local family in their home and feasting on a homemade, traditional lunch.
Finally, adventure is high on the agenda for guests who are keen to go off-grid – there are so many different ways of exploring a destination, in particular with yachting, where we are able to access more remote areas.
What do you anticipate being the big trends in 2025?
Slow travel is increasingly popular, it’s about making conscious choices, taking joy in the journey, going off the beaten track and spending time really getting to know a place. Along a similar vein, we anticipate a greater interest in tribal immersion and trips that really allow travellers to forge personal connections.
How is the luxury travel space evolving?
There is a move towards more sustainable yachting – more and more solar powered yachts are being built and some incredible new technology is transforming the industry. In addition, the travel space is becoming more about bespoke trips and personalisation, as clients are expecting their travel experience to be unique to them more than ever before.
For further information, visit pelorustravel.com
