As the global luxury travel landscape shifts, discerning travellers are seeking more than just lavish accommodations and opulence. Today, the demand is for experiences that offer authenticity, enrichment, and a deeper connection to the destination. South Africa’s Constantia Valley, a region steeped in winemaking history, has become a focal point for this new era of luxury travel, with Steenberg Farm leading the charge by blending tradition with innovation to offer unforgettable, immersive experiences that capture the essence of Cape winemaking.
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, with projections for growth to $369.36 billion (approximately R7 trillion) by 2032. This surge is driven by the increasing demand for premium, tailored experiences that go beyond traditional opulence. As noted by Skift, affluent travellers are now seeking personalised and meaningful encounters that offer a genuine connection to the places they visit.
A Shift in Luxury Travel
“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.”
One of the most notable examples of this shift at Steenberg Farm is the Immersive Harvest Experience, a pioneering augmented reality (AR) harvest tour. This first-of-its-kind experience invites guests to explore the intricate process of grape harvesting without disrupting the delicate, centuries-old craft.
“We wanted to bring guests into the heart of the harvest without disturbing the process,” Enslin explains. “Using AR, visitors can follow a vineyard trail, scan QR codes, watch footage of grape pickers in action, learn about the unique terroir, and hear directly from our winemaker and viticulturist.”
Personalised Luxury at Its Core
According to Carryn Wiltshire, Marketing Manager of Wine at Steenberg Farm, the AR experience speaks to a growing trend among luxury travellers: a desire for curated, educational encounters.
“Affluent guests are looking for something deeper,” Wiltshire says. “They want to learn, connect, and leave feeling enriched. Exclusive tastings, behind-the-scenes tours, and access to pre-release wines provide that sense of privilege and connection.”
Research supports this shift toward personalised experiences. Skift reports that 80% of affluent travellers expect services tailored to their preferences, a trend that aligns perfectly with Steenberg’s philosophy of offering bespoke encounters.
“We’ve seen a growing demand for exclusivity — guests are moving away from one-size-fits-all travel,” Enslin adds. “They want experiences that feel unique to them, whether that’s a bespoke dining experience, a curated wine journey, or a deeper understanding of Constantia or Steenberg’s winemaking heritage.”
A New Generation of Luxury Travellers
One of the key drivers of this shift is a younger generation of travellers. Wiltshire observes that younger South African guests are increasingly seeking wine education and immersive storytelling as part of their travel experiences.
“We’re seeing more local guests interested in learning about wine through guided tastings and immersive storytelling,” Wiltshire explains. “It’s no longer just about drinking wine — it’s about understanding its origins and the people who make it.”
This desire for deeper connection extends beyond the vineyard. Guests are looking for ways to engage meaningfully with the places they visit, whether through cultural activities, local craftsmanship, or sustainable practices.
Sustainability at the Forefront
Along with personalised experiences, sustainability has become a central focus for luxury travellers. “Today’s guests are far more conscious of their impact,” Enslin observes. “They want to know that their choices align with sustainable values.”
At Steenberg, sustainability is an integral part of the farm’s ethos. Wiltshire notes that eco-conscious guests are drawn to wineries that embrace regenerative farming practices and actively lower their carbon footprint. Steenberg’s commitment to responsible tourism is evident in their eco-friendly initiatives, ensuring that the vineyard and its surrounding landscapes thrive for generations to come.
Looking Ahead: The Future of Luxury Travel in South Africa
Both Enslin and Wiltshire believe that the future of luxury travel in South Africa will continue to be shaped by immersive, meaningful experiences that combine heritage, sustainability, and innovation.
“The future of luxury travel lies in experiences rich in storytelling and human connection,” Enslin concludes. “By blending technology with authenticity, we can create deeply personal and unforgettable journeys.”
As global luxury travel evolves, Steenberg Farm stands as a beacon of this transformation, offering visitors more than just a place to stay — but a chance to connect with the land, its people, and the rich heritage of Cape winemaking.
