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| With the rise in family travel, some luxury travel companies have expanded into private villas. Courtesy of Kensington |
While parts of the luxury market are cooling off, luxury travel remains a bright spot. Families in particular are driving demand, with multi-generational trips emerging as one of the sector’s strongest growth areas and one luxury tour operator, Kensington, believes its private villa business could be the ideal solution.
In an era where inflation and cost-of-living concerns have reshaped consumer habits, luxury travel has remained surprisingly resilient. According to Grand View Research, the sector continues to expand, supported by rising disposable incomes among wealthier demographics and a growing shift in consumer priorities toward experiences over possessions.
But to win over today’s luxury travelers, companies must connect with the emotional motivations behind their spending. “Tapping into those deeper drivers is essential,” said Mike Gallinari, senior travel and leisure analyst at Mintel.
One major trend? A desire to spend meaningful time with family. That’s especially true in the luxury space, where travelers want curated, detail-driven experiences for multiple age groups. “Specificity and line-by-line customization are the hallmarks of luxury travel,” Gallinari said.
Luxury travel brands are responding quickly. In late 2023, Black Tomato rolled out a group-focused itinerary collection titled “See You in the Moment.” Around the same time, Abercrombie & Kent debuted A&K Private Estates a collection of villas in Tuscany tailored for families. Kensington Tours, a global luxury tour operator known for creating bespoke travel experiences, is also leaning into this shift. The company has developed kid-friendly safaris and trained travel advisors to manage multi-generational needs. In October 2024, it officially rebranded and launched Kensington Villas a division fully focused on private villa stays.
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| Edita Sgovio is the vice president of Kensington's yachts and villas division. Courtesy of Kensington |
Spotting an Opportunity Early
Kensington’s private villa strategy originally took shape during the COVID-19 pandemic, when privacy and isolation became top priorities. “Clients wanted their own space, a private retreat for their families or groups,” said Edita Sgovio, vice president of Kensington’s yachts and villas division.
Even as travel restrictions eased, the demand for privacy didn’t fade. Villas, with their larger spaces and exclusive settings, have continued to gain popularity especially among families. Gallinari noted that travelers have increasingly favored villas over hotels or home-sharing platforms for these reasons.
Internally, Kensington saw the signs too. Client conversations and booking data showed rising interest in villa stays for family getaways. By September 2024, the villa division had experienced a 30% year-over-year sales increase, with families accounting for roughly 90% of bookings.
That level of demand led to a strategic expansion of Kensington’s villa offerings one that emphasizes curated, private experiences over standard rentals.
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| Kensington's top destinations for private villas include Italy, France, Croatia, and the Caribbean. Courtesy of Kensington |
Translating the Brand into a Villa Experience
Kensington’s senior vice president of marketing and outside sales, Matt Cammaert, said the launch of Kensington Villas wasn’t only about reacting to growing demand it was also about maintaining brand integrity. “We wanted to stay true to what we’re known for,” he said. “That meant thinking strategically about how to expand our offerings while keeping customized tours at the center of what we do.”
Integrating the company’s tour expertise into villa stays wasn’t without challenges. But the goal was clear: deliver the same level of personalization that Kensington clients expect, even in a villa setting.
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| Matt Cammaert is the senior vice president of marketing and outside sales at Kensington. Courtesy of Kensington |
Designing Villa Experiences Around Family Needs
According to Sgovio, multigenerational travelers require a different approach. The Kensington Villas model enables advisors to build custom itineraries around villa stays, rather than simply adding them on to tours. That includes services like private chefs, in-villa yoga, or customized excursions tailored to family members of all ages.
Accessibility and personalization across generations are key to the offering. While baby boomers and Gen X travelers often foot the bill, younger generations especially Gen Z are becoming more influential in shaping family travel choices.
Kensington also recognized the need for a dedicated platform to market its villa experiences more effectively. “Clients wanted to see the villa first where they’re staying, what makes it amazing,” Sgovio explained. The company’s older site didn’t highlight villas well, making the experience feel secondary.
In response, Kensington developed a standalone website for its villa division. Launching formally in June, the new site will showcase a curated selection of nearly 2,000 private villas across top destinations. The focus? High-impact visuals, rich descriptions, and SEO optimization for searches like “family-friendly villas” or “luxury kid-approved retreats.”
Innovation Backed by Data and a Willingness to Bet on What’s Next
As Kensington leans further into the luxury villa space, Cammaert said the company’s strategy remains grounded in two things: understanding where real demand exists, and taking smart risks to meet or create emerging opportunities.
“We trust the data that guides our decisions,” he said. “But we also believe in placing calculated bets on where the market is headed and how we can lead it there.”
