’Tectonic shift’ in consumer behaviour prompting luxury adventure travel ‘boom'

The luxury market is witnessing a “tectonic shift” in how affluent consumers spend their money, resulting in a “huge surge” in experiential and adventure travel demand, according to Abercrombie & Kent’s managing director for the UK, Europe and Asia-Pacific.

Debra Fox took to the stage at the inaugural Luxury Adventure Showcase by Jacobs Media sister brands Aspire and the Association of Touring and Adventure Suppliers (Atas), held at Tobacco Dock in London on December 8.

“There’s been an absolute shift in what people desire from their travel,” Fox said. "They want to fill their hearts and their heads – they want memories, and they want exploration.”

She added: "We’re seeing a luxury adventure travel boom."

Fox cited a recent Bain & Company study which reported a “tectonic shift” towards luxury experiences such as cruises and fine dining.

She said this was reflected in A&K’s clientele, who are adopting a “value mindset” in their purchasing decisions.

“If you tune in to emotion and bring it into what’s important to that customer, that’s where the value will come in for them,” she added.

Fox said this “emotion-led” booking trend had led to travellers wanting “more than just a flop and drop” holiday, with 52% of disposable income now estimated to be spent on travel over “materialistic items”, and the “£100,000 customer” the fast-growing demographic at A&K.

“These customers’ economic state doesn’t change too much, but their desire and what they spend their money on is growing,” she said.

"This growth is being seen in that adventure, discovery and emotional connection form of travel.”

Also speaking at the Luxury Adventure Showcase, Rocky Mountaineer’s UK national sales manager Hazel Mansell said business is “booming” for 2026, with sales up “well over 35%” and “great growth” being seen for 2027 bookings.

She said: “The opportunity [in rail travel] is huge. The wish list experience itself is a key draw for many clients who are travelling with us.

They may be celebrating a special holiday, they may be retiring, they may be taking the family and doing a multigenerational trip, so they want to treat themselves to something special.”

Around 70% of Rocky Mountaineer’s clients travel in its premium Gold Leaf carriage, with many opting for pre and post inclusions such as canoeing, horse-riding, hiking and Alaska cruises to incorporate “great activity and adventure opportunities”.

Wendy Wu, owner of Wendy Wu Tours, labelled 2025 a “fantastic” year and predicted 2026 to be “even better”, while Sarah Schlederer, national strategic key account manager for the UK and Ireland at Quark Expeditions, said November had been the “strongest sales month ever in the company’s history”.

She said: “In a post-Covid world, people are looking for more experiential travel, and they are really willing to spend money on the right operator, the right expedition and the right experience for them.”

Also speaking on stage, Jane Middleton, managing director of Authentic Travel Company, said 25% of the agency’s business this year had been generated through expedition travel to the Arctic, Antarctic and the Galápagos Islands, adding that “people definitely have more money to spend” on adventure.