Entire African safari camps are being booked for Australian family celebrations as far ahead as 2029, as demand for exclusive experiences reshapes the luxury travel market. A&K’s latest insights also reveal a surprising shift in destination preferences, with China overtaking Japan in some months and experienced travellers looking further afield for their next extraordinary journey.
An 80th birthday celebrated in the African wilderness, with several generations gathered at a private safari camp, is one example of the increasingly ambitious journeys affluent Australians are planning.
Abercrombie & Kent Travel Group (AKTG) is seeing a rise in multigenerational travel, with families securing exclusive-use properties years ahead to bring everyone together for significant occasions.
The trend comes as the group reports 27 per cent year-on-year growth, following a record 2025 and with another record year anticipated in 2026.
Speaking during A&K’s Australian trade presentations, Vice President of Marketing APAC Michelle Mickan said Africa was proving particularly popular with families travelling together.
“Multi-gen and family travel is booming, particularly in Africa,” Mickan said.
The celebrations range from milestone birthdays and wedding anniversaries to extended family gatherings, with travellers seeking the privacy and flexibility of having an entire property to themselves.
“We’re seeing people book out as far as ’28, ’29 to ensure they get the whole camp for the right time.”
For advisors working with high-net-worth families, these arrangements require considerably more forward planning than an individual luxury booking. The availability of an entire camp, the needs of several generations and the timing of a significant family occasion all need to align.
Egypt holds its position as China gains ground
While Africa remains A&K’s strongest region overall, Egypt continues to lead the company’s destination rankings.
“Egypt is still our number one destination. It continues to go from strength to strength,” Mickan said.
The opening of the Grand Egyptian Museum has added to the country’s appeal, alongside established demand for private touring and Nile cruising.
Within Africa, Kenya is the standout performer in 2026, benefiting from continued interest in safari travel and exclusive accommodation.
Elsewhere, China is emerging as one of the more significant changes in A&K’s booking patterns.
Demand has increased sharply over the past 18 months, with China outselling Japan in some months, according to Mickan.
It’s a notable shift given Japan’s sustained popularity among Australian travellers and suggests growing appetite among luxury travellers for a destination offering considerable cultural and geographical diversity.
India is also regaining momentum, while Sri Lanka is attracting interest from Australians looking for sophisticated travel experiences closer to home.
Italy remains a perennial favourite among A&K’s luxury travellers.
“We still can’t keep up with the demand,” Mickan said.
Beyond the familiar luxury circuit
A&K is also seeing interest in destinations that have traditionally attracted a smaller share of the Australian luxury market.
Georgia is among those gaining attention, alongside Armenia and Uzbekistan, where distinctive cultural histories and landscapes offer alternatives to more familiar European and Asian itineraries.
South Korea, Costa Rica, Patagonia and Namibia are also on the company’s radar.
For well-travelled clients, the appeal is not necessarily the novelty of visiting somewhere less frequented. It’s the opportunity to explore a destination in considerable depth, with access to specialist knowledge and arrangements that might be difficult to organise independently.
These emerging destinations also broaden the conversation for advisors whose clients have already travelled extensively through Europe, Japan and the established African safari destinations.
Longer journeys, fewer borders
The changing preferences extend beyond destination choice.
According to Mickan, A&K is seeing travellers devote more time to individual regions rather than combining multiple countries in rapid succession.
It’s a significant consideration for the Australian luxury market, where long-haul travel often represents a substantial investment of both time and money.
Rather than moving through a succession of destinations, clients are choosing longer stays and more detailed exploration, allowing greater flexibility within their itineraries.
South America provides one example, with Peru and the Galápagos Islands offering complementary experiences for travellers prepared to spend more time in the region.
For advisors, the shift creates opportunities to develop journeys around individual interests, whether archaeology, wildlife, food or cultural encounters, with fewer logistical interruptions.
It also changes the nature of the planning conversation. The question becomes less about how many destinations can be included and more about how much can be experienced within the time available.
A&K expands its Nile fleet as Egypt demand continues
The strength of demand for Egypt is being reflected in A&K’s investment in additional accommodation and cruising capacity.
A&K Sanctuary’s Nile Seray is scheduled to enter service in late 2026, becoming the company’s fifth Nile riverboat.
The vessel will accommodate 64 guests across 32 suites, with a sixth riverboat also planned.
Beyond Egypt, the group is expanding its accommodation portfolio, including a luxury camp on Bolivia’s Uyuni Salt Flats planned for 2027 and further investment in African safari properties.
The developments form part of a wider expansion across AKTG, which operates more than 70 destination management offices worldwide.
Its portfolio includes Crystal, Galápagos expedition specialist Ecoventura and Cox & Kings, which returned to the Australian market in June 2026.
For Australian advisors, the group’s expansion brings together a wider range of luxury travel styles, from privately arranged land journeys and exclusive safari stays to river, ocean and expedition cruising.
The common thread in the latest booking trends is the growing willingness of affluent travellers to commit significant time and resources to journeys designed around their particular interests, with exclusivity, flexibility and depth increasingly influencing where they go and how they travel.
KARRYON UNPACKS: For luxury advisors, A&K’s booking patterns point to longer lead times for exclusive-use properties, renewed opportunities in China and emerging destinations, and growing demand for extended regional journeys. With families already reserving entire safari camps for 2028 and 2029, conversations about milestone celebrations need to begin well before the occasion itself.
