Leisure travel is going strong with travelers keen on discovering lesser-known destinations and hidden gems and helping support local communities, a recent report has revealed.
According to American Express Travel’s 2023 Global Travel Trends Report, 85% of the respondents said they plan to take two or more leisure trips this year, while 74% said they cared more about creating a travel experience that meets their expectations than the cost.
When asked which travel activities travelers would undertake to support a destination’s local economy, 75% of the respondents said they would eat at local restaurants, followed by shopping at local businesses (63%), visiting local restaurants and shops (60%) and visiting cultural sites like museums (59%).
INFLUENCE OF POP CULTURE & SOCIAL MEDIA
Pop culture has emerged as an essential factor in deciding where to travel and what to do in these places, with travelers finding inspiration from destinations showcased on smartphones to TV shows.
About 64% of the respondents said they were inspired to travel to a destination after seeing it on a TV show, movie or news source, while 40% said they were inspired by a celebrity or a social media influencer.
While 75% said social media prompted them to visit a particular place, 48% said the driving force behind visiting a destination was so that they could “show off on social media.”
Primarily, millennials and Gen Z are influenced the most by pop culture and social media, with 70% of respondents belonging to both these categories stating that they had been inspired to visit a destination after they saw it on a TV show, movie or news source compared to 64% of respondents overall.
About 46% of Gen Z and millennials said they were inspired to travel to a destination after seeing it on Instagram, compared to 31% of respondents overall.
Social media also seems to influence travelers’ dining choices, with 51% of the respondents stating that their decision of where and what to eat while traveling was made from social media.
FOOD-DRIVEN EXPERIENCES
Food comprises a significant part of travel, with people planning vacations around dining experiences (visiting top restaurants, signing up for cooking classes, etc.).
About 81% of the respondents said exploring local foods and cuisines was what they were looking forward to the most in their travels, and 72% said they were looking to travel to an international destination to try out cuisines from other cultures. A small section of travelers (37%) said they had planned a whole trip to visit a specific restaurant.
About 86% of millennial Gen Z travelers were interested in foraying out of their comfort zone and experimenting with food while traveling, compared to 84% of all respondents. Food festivals are a big reason for millennials and Gen Zs to travel (45%), compared to 35% of all respondents.
FOCUS ON WELLNESS
Trips centering around wellness are gradually becoming a trend as travelers opt for resorts and destinations which will help them unwind from their daily lives.
The majority (88%) of respondents said they would spend the same or more on wellness vacations this year compared to previous years. About 75% said they would lower their screen time while traveling to improve their mental health and/or plan to surround themselves with nature to focus on mental clarity (68%). About 43% said they had selected hotels based on the spa and wellness center amenities.
About 72% of the respondents said they were more focused on self-care than in the past year.
About 71% of millennials and Gen Zs said they were looking forward to traveling to private beaches to focus on relaxation, compared to 62% of all respondents. Around 61% of millennials and Gen Zs prioritize plans that focus on personal wellness compared to 48% of respondents overall.
LUXURY TRAVEL
Millennials and Gen Zs are more open to spending money on luxury travel experiences than other categories. About 84% of millennials and Gen Zs said they would rather go on a dream vacation than spend on a luxury item, while 79% of millennials and Gen Zs consider leisure travel as a significant budget priority.
Roughly 65% of millennial and Gen Z respondents said they were willing to pay more for personalized luxury itineraries featuring different destinations, compared to 59% of respondents overall.