Luxury operators Exsus Travel and Audley Travel have given Indulge the lowdown on their best sellers this year, plus the latest trends they’ve identified amongst their own luxury clientele.
Top sellers
Asia continues to sell very well for Exsus, with a mixture of touring and beach stays. Best sellers are Thailand and Vietnam combinations, and there’s a growing demand for Vietnam’s beach resorts, which offer a good value alternative to Thailand, said Exus Head of Product Amanda Springer.
Indonesia is also strong, especially for touring holidays, so too is Japan.
In Latin America, Mexico and Costa Rica have seen ‘significant growth’, which Amanda attributed to Exsus’ exclusive tours and experiences with its local partners.
Australia and New Zealand are also growing, but, closer to home, sales for European beach holidays are up 15% year on year.
Up and coming
A rise in over-tourism is prompting customers to seek out destinations not yet on the tourist trail, such as Bhutan, Uzbekistan, Kyrgyzstan and Colombia, according to Audley, as well as lesser-known regions within popular destinations, such as Ladakh in India, UNESCO Rice Terraces of the Philippine Cordilleras, Muang La/Nong Khiaw in Laos and the Tabin Rainforest in Borneo.
Exsus has also noticed an interest in Bhutan, especially among clients who have already explored much of Asia and want something ‘unique’ and potentially ‘life-affirming’. “The luxury hotels and exclusivity of Bhutan make it a ‘bucket list destination for the well-travelled client,” added Amanda.
Another less-visited destination that is increasingly on the radar is Los Cabos in Mexico, which offers an alternative to Cancun and the Caribbean coast.
Shorter durations grow in popularity
Audley has seen a rise in enquiries for shorter trips towards the end of this year and into 2026.
“These are typically clients’ second trip of the year and are often two-centre itineraries that include immersive experiences, for example, four nights in Morocco, five nights in Croatia, a short visit to Norway or a long weekend in Italy,” said a spokesperson.
Trending destinations
Countries that are romping ahead of others for 2026 include the Philippines, for which Audley is seeing a 112% increase in enquiries. French Polynesia, which is up 65%, and Sri Lanka, up 53%
Growth of luxury cruising
Exsus launched its first cruise brochure last year and it has a new dedicated cruise landing page on its website. Amanda said its ‘advantageous’ commercial terms with luxury cruise lines mean it can offer ‘significant’ value to its trade partners.
“Luxury clients who have perhaps never considered cruise previously are contemplating it as an alternative way to explore destinations, especially the South Pacific, Japan and Korea and Latin America,” she added.
“Luxury cruise lines no longer have a reputation for being stuffy and traditional, rather they offer sophistication, and many rival the world’s top luxury hotels for food and service.
“Silversea, Regent and Ponant continue to sell well for us, alongside boutique lines such as SeaDream Yacht Club and Sea Cloud.”
Luxury clients want a ‘sophisticated’ onboard experience, said Amanda, but not ‘stifling formality’ such as fixed dining times and strict dress codes. In this vein, Regent Seven Seas recently relaxed its evening dress code to allow guests to wear ‘refined denim’ and ‘dress sneakers’.
“Fixed dining times and strict dress codes are a thing of the past with many of the luxury cruise lines, and clients can enjoy flexible Michelin-star dining or more informal street food/fusion cuisine on board,” said Amanda.
“Space is also important, and although a premium on cruise lines, many ships offer surprisingly spacious cabins and suites fitting with the luxury guest’s expectations.
“Destination is, of course, key, and the quality and availability of shore excursions are important factors in the guest’s decision-making.
Exsus has seen a 50% increase in expedition cruise sales this year, with bookings coming from adventurous clients who have never cruised before but want to explore destinations only accessible by ship, such as the Galapagos and Antarctica, as well as traditional cruise customers.
Off-the-beaten-track safaris
Iconic parks like the Serengeti in Kenya and Tanzania and Kruger in South Africa are perennially popular, but many customers are seeking more ‘intimate’ experiences with fewer crowds, unique wildlife and ‘deeper cultural connections’, said Amanda.
Consequently, they’re looking to lesser-known parks such as South Luangwa in Zambia and Ruaha in Tanzania. “These parks offer exceptional wildlife viewing, often with fewer vehicles around – which means more immersive game drives and the sense of discovering something special,” explained Amanda.
“There’s also a clear shift toward experiential travel. People want to walk with conservationists, track rhinos on foot, visit local communities, or even combine safaris with active adventures like canoeing in the Okavango Delta in Botswana or horseback safaris in Kenya.”
Wellness focus
It seems like 2025 has been all about ‘mindfulness’ and ‘self-care’, so it’s no surprise that wellness holidays continue to be in demand. In addition to growing demand for traditional wellness resorts, Exsus said more guests are looking to add wellness elements to their beach holidays.
“We’ve recently started working with Dolce Vita Hotels, a group of family-run luxury wellness and active properties in the South Tyrol, which are proving popular,” said Amanda.
“Further afield, enquiries for properties such as Ananda in the Himalayas and Kamalaya in Thailand have increased.
“Aside from wellness, but perhaps related, many guests are looking for more spacious suites and villas where they can completely switch off and enjoy in-room dining and private pools.”
Value for money
While budgets remain ‘generally healthy’, value for money is becoming more and more important, said Amanda. “What’s included is important and our luxury guests want to maximise their experience. For touring itineraries, it’s important to have as many meals and excursions included as possible, and for fly and flop, we’re seeing an increasing trend towards an all-inclusive board basis
“The luxury client will spend on the right holiday, but needs to know they’re getting value for money. Because we have very strong commercial agreements with our partners across the world, we can offer very competitive pricing.”
Amanda said airfares are proving to be a challenge, with flight prices having risen dramatically post-COVID.
“With many airlines reducing capacity to certain destinations, demand often outstrips supply,” said Amanda. “Flight prices are fluctuating wildly and always upwards, so it can be challenging to meet the client’s budget expectations. “
