Demand for luxury travel is on an upward curve with Africa a standout destination, according to 360 Private Travel Founder and CEO James Turner.

In a recent conversation with LATTE, Turner shared his optimism for the industry, a positive outlook which has inspired the company’s recent expansion to Australia. “The market as a whole is growing really well,” he said.

He also identified the significant shifts shaping the sector’s future – from booming hotel development to AI integration and a growing appetite for immersive experiences.

While no single destination dominates the company’s bookings, the numbers do reveal a strong interest in Africa – particularly safari experiences. “Africa is really doing well for us. It’s good value, experiential, intergenerational – it ticks quite a lot of the boxes,” he said.

Beyond destinations, he pointed to a “pipeline of luxury hotels that is insane,” citing recent developments like the new Rosewood hotels in London and Amsterdam, and the recent reopening of the Waldorf Astoria in New York. “It is unbelievable. It’s so exciting to see these,” he said.

Even in fast-developing destinations like Dubai, he described the pace of growth as relentless. “There’s so much product out there.”

Meanwhile, on the tech front, AI is quietly reshaping operations behind the scenes. “We’re already introducing it into our technology,” Turner said, noting its ability to “bring things to life” across bookings, payments, and advisor tools.

Despite all the change, 360’s focus remains fixed. “Luxury travel. Always been remote workers. That’s exactly what we do. We are very focused – completely focused.”