Blending Heritage and Innovation: The future of luxury travel in South Africa

The Rise of Experience-Driven Luxury

According to the Technology & Trends in Luxury Tourism 2025-2026 report, the global luxury hotel market was valued at $140.28 billion (approximately R2.65 trillion) in 2023 and is expected to soar to $369.36 billion (approximately R7 trillion) by 2032.

This rapid growth reflects the increasing demand for bespoke, high-end experiences. As Skift highlights, today’s affluent travellers are moving beyond traditional extravagance, seeking personalised and meaningful interactions.

“Luxury travel is no longer about excess; it’s about connection, authenticity, and memorable experiences,” says Jestine Enslin, Marketing Manager of Hospitality at Steenberg Farm. “Guests want to feel immersed in the places they visit — and technology allows us to create experiences that deliver exactly that.”

A High-Tech Take on Tradition

Leading the charge is Steenberg’s Immersive Harvest Experience, an innovative augmented reality (AR) tour that gives guests a behind-the-scenes look at grape harvesting—without disrupting this centuries-old craft.“We wanted to bring guests into the heart of the harvest while preserving its delicate nature,” explains Enslin. “Through AR, visitors can walk the vineyard trail, scan QR codes, watch footage of grape pickers in action, and hear directly from our Winemaker and viticulturist.”

Carryn Wiltshire, Marketing Manager of Wine at Steenberg Farm, believes this taps into a broader trend: luxury travellers craving knowledge and exclusivity.

“Affluent guests want depth,” says Wiltshire. “They seek connection, enrichment, and the privilege of behind-the-scenes access. Whether it’s exclusive tastings, guided cellar tours, or the opportunity to sample pre-release wines, the goal is to make each visit truly special.”

Personalisation at the Forefront

Luxury travel is increasingly defined by curated experiences. Research from Skift shows that 80% of affluent travellers now expect services tailored to their preferences—something Steenberg has fully embraced.“We’re seeing a growing demand for bespoke experiences,” says Enslin.

“Guests no longer want a one-size-fits-all approach. They’re looking for personalised dining, curated wine journeys, and deeper insights into Constantia’s winemaking legacy.”South Africa’s younger generation is driving this shift, with more locals seeking educational and immersive wine experiences.“It’s not just about drinking wine anymore,” says Wiltshire.

“It’s about understanding its origins, the terroir, and the people behind it. Storytelling plays a huge role in creating that connection.”

Sustainability: A New Non-Negotiable

Alongside personalisation, sustainability is a top priority for luxury travellers.“Guests today are much more conscious of their impact,” says Enslin. “They want to support places that align with their values.”

For wineries like Steenberg, this means embracing regenerative farming, reducing carbon footprints, and ensuring ethical production.“Eco-conscious travellers seek wineries committed to sustainability,” adds Wiltshire. “At Steenberg, we’ve made this a key part of our approach to responsible tourism.”

The Future of Luxury Travel in South Africa

Looking ahead, Enslin and Wiltshire see South Africa’s luxury travel market continuing to evolve, with a strong emphasis on immersive storytelling, sustainability, and innovative experiences.“The future of luxury travel lies in meaningful connections,” says Enslin.

“By blending technology with authenticity, we can create deeply personal and unforgettable journeys.”

With a heritage-rich landscape and forward-thinking innovation, South Africa is poised to remain at the forefront of experiential luxury travel.

Issued on GQ South Africa by Luthando Vikilahle | https://www.gq.co.za/culture/travel/blending-heritage-and-innovation-the-future-of-luxury-travel-in-south-africa-c0c4b766-25fe-43af-9f45-6819d6615204