Ker & Downey® Africa unveils 2025 intelligence report and 2026 trends | News
Ker & Downey® Africa, a leading luxury travel company headquartered in Cape Town, South Africa, has released its latest travel trends report, providing fascinating insight into traveler behavior, preferences and demographics.
The report takes an in-depth look at luxury travel trends in Africa by 2025, including the most popular destinations, key markets, average length of stay, most sought-after experiences and average spend.
“We see that destination choice drives decision-making in key markets such as the US and China, and often takes precedence over type of experience or budget considerations,” explains Jenieen van den Heever, COO at Ker & Downey® Africa.
“Meanwhile, travelers from Brazil and Germany are generally less price sensitive. However, across all markets there is a clear and consistent focus on aspirational destinations combined with luxury, high-end service, discretion and privacy. Value-added enhancements, from room upgrades and VIP amenities to personalized Meet & Greet services, are becoming increasingly influential in improving the overall guest experience.”
Traveler profiles
The report notes that the majority of travelers in 2025 were couples, a combination of honeymooners and retirees, and small families, which represents a significant shift from the multi-generational travel trend that has shaped recent years. But with 2026 already in full swing, luxury travel experts at Ker & Downey® Africa are seeing a resurgence in multi-generational family vacations, especially for those seeking exclusive accommodation and private experiences.
Top nationalities traveling to Africa and selected destinations
By 2025, the vast majority of luxury travelers to Africa came from the US, Germany, China and Brazil.
South Africa was predominantly the favorite destination, followed by Tanzania, Kenya, Botswana, Rwanda, Zimbabwe, Zanzibar and Namibia.
Interest in traveling in Africa is present all year round, with July being the strongest month. June to September is also a consistently busy period in East and Southern Africa. There is also strong interest from December to February, mainly driven by South Africa and Rwanda.
South Africa – most popular in March, July, October, December and February
Tanzania – most popular in June, July, August and September
Kenya – most popular in June, July and September, also peaking in December
Botswana – most popular in May, July and August
Rwanda – most popular in May, August, September, December, January and February
The average length of stay for couples is around 10 to 14 nights, with families typically preferring a slightly shorter stay of between seven and 10 nights.
Top experiences and expenditure
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, especially by hot air balloon and open vehicle, cultural experiences in Egypt and with Masai tribes in Kenya, and gorilla trekking in Rwanda.
Overall, travelers from the US spent the highest amount on safaris, followed by travelers from Germany, Latin America, Asia and France.
On what makes Africa such an attractive destination, Van den Heever notes:
“Our business is driven by repeat customers. We have customers who return twice a year as seasoned travelers, and others who return once a year to discover more of Africa’s beauty. Each 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 every destination on the continent offering something new to discover.”
