Do you know what Ultra-High-Net-Worth Travelers really want? Ker & Downey® Africa, a luxury travel company headquartered in Cape Town, South Africa, think they know.
The company has released its 2025 Intelligence Report and 2026 Trends report which spells it all out. The report offers a fascinating glimpse into traveller behaviours, preferences, and demographics.
It takes an in-depth look at luxury travel trends in Africa in 2025. They include the most popular destinations, key markets, and average length of stay. They also detail the most sought-after experiences, and average spend.
The report reveals that travellers from Brazil and Germany are generally less price sensitive. Across all markets, there is a clear and consistent focus on aspirational destinations. These are paired with luxury, high-touch service, discretion and privacy. Added-value enhancements, from room upgrades and VIP amenities to personalised Meet & Greet services, are increasingly influential in elevating the overall guest experience.
Traveller profiles
The What Ultra-High-Net-Worth Travelers Want report notes that most travellers in 2025 were couples, a combination of honeymooners and retirees, and small families, representing a significant shift from the multi-generational travel trend that has shaped the past few years.
However, with 2026 now well underway, the company are once again seeing an upswing in multi-generational family holidays. Especially those seeking exclusive-use accommodation and private experiences.
Top nationalities traveling to Africa and chosen destinations
In 2025, most luxury travellers to Africa were from the US, Germany, China, and Brazil.
South Africa was overwhelmingly the destination of choice followed by Tanzania, Kenya, Botswana, Rwanda, Zimbabwe, Zanzibar, and Namibia.
Travel interest in Africa runs year-round, with July being the strongest overall month. June to September is also a consistently busy period across East and Southern Africa. December to February also shows strong interest, driven primarily by South Africa and Rwanda.
- South Africa – most popular during March, July, October, December, and February
- Tanzania – most popular during June, July, August, and September
- Kenya – most popular during June, July, and September, with December also peaking
- Botswana – most popular during May, July, and August
- Rwanda – most popular during May, August, September, December, January, and February
Average stays are around 10 to 14 nights for couples, with families typically favouring a slightly shorter stay of between seven to ten nights.
In Africa, there is no shortage of experiences to enjoy; however, the luxury travel specialists at Ker & Downey® Africa have noted that some stand head and shoulders above others.
In 2025, the top safari experiences were Big Five safaris, culinary experiences, especially in the Winelands and Cape Town, The Great Migration, particularly by hot-air balloon and open vehicle, cultural experiences in Egypt and with Masai tribes in Kenya, and gorilla trekking in Rwanda.
Highest amount spent on safari
Overall, travellers from the US spent the highest amount on safari, followed by travellers from Germany, Latin America, Asia, and France.
On what makes Africa such a compelling destination, van den Heever notes:
“Our business is driven by repeat customers. We have customers who return twice a year as seasoned travellers, and others who return once a year as they explore more of Africa’s beauty. Every region in Africa offers a unique experience, making it the perfect destination to return to year after year. Africa is not a one-hit wonder, with each destination across the continent offering something new to explore.”
