Vacationers Seek Peace and Tranquility with ‘Slow Travel’

Vacations are slowing down this summer – but that doesn’t mean there will be less travel. What it does mean is that guests will be doing less during their trips.

‘Slow travel’ is a growing trend where guests seek to unwind and unburden their schedules while away on leisure trips. This vacation strategy provides a way of avoiding the “I need a vacation from my vacation” feeling, and it’s catching on across the world.

Purpose-driven trips are a divergence from the typical “jam-packed vacation itineraries” that convince travelers (sometimes poorly) that they’re making the most of their time. Instead of overscheduling out of desperation to see every site there is to see, vacationers are opting for rest, relaxation, and selfcare.

Intentional relaxation indicates a focus on wellbeing. It also means guests will probably spend more time on-site enjoying their accommodations.

Independent guests seek solace in solitude

Mindful travel is making a splash this year, and in line with that desire to focus inward, solo travel is also on the rise.

A recent survey from American Express Travel reveals that 7 in 10 of those polled plan to take a trip on their own – Travel + Leisure breaks down the results, reporting that Millennial and Gen Z respondents’ main reasons for these trips is “self-love and treating themselves.” With mental health climbing higher and higher on everyone’s radar, it’s no surprise young travelers are making it a priority to take a break.

Spontaneous travel is also on the rise, with nearly 80% of guests claiming they will probably go on an unplanned trip at some point in the near future.

Digging deeper into popular types of slow-down vacations can help businesses understand how to best serve those who want to feel better and live in the moment. It will especially allow hotel management to cater to this new type of traveler.

Longevity, self-reflection, and spontaneity

Consumers are searching for a sense of wellbeing like never before.

The 2023 Global Wellness Economy Monitor reveals that spending on products and experiences associated with wellness (think healthy eating, mental wellness, personal care and more) has jumped by 12% every year since the pandemic. Part of that growth includes wellness tourism – $651 billion was spent on travelers seeking rest and relaxation.

Another big indicator of shifts in wellness-focused spending is evident in the digital marketplace.

Statista projects that health-centered digital tools like Meditation Apps will generate $5.11 billion in worldwide sales this year, and the revenue will continue to rise to an expected $7.08 billion in 2028.

When digital tools aren’t enough, guests search for healing at vacation destinations.

The rise of the travel slowdown has seen an emergence of different types of unique trips, including:

• Life-extending hotel stays. According to Condé Nast Traveler, investment in longevity clinics “more than doubled” between 2021 and 2022, increasing by $30 million globally. Places like Blue Zone retreats offer secrets to living a longer life. Guests can participate in boot camps and receive vitamin IV drips (delivered poolside). Some resorts, like Six Senses Ibiza, provide a range of onsite health and medical testing for guests, while other hotels offer B12 energy shots as a treat upon arrival.
• Silent retreats. Travelers are running from the noise – and straight towards silent retreats. A quiet vacation can come in many forms, some of which involve nature, sleeping, and even dancing. Hotels are hosting silent discos where guests put on headphones and listen to the same music as everyone else without disturbing the surrounding atmosphere. Silent walking trails and even silent resorts instill a sense of peace and stillness for those weary from the chaos of daily life.
• Plan-free bookings. Sometimes the stress of planning a vacation cancels out the relaxation of the actual trip itself. A new trend involves doing as little as possible in the scheduling process and leaving room for anything to happen. Some companies even offer total surprise travel, where guests don’t know where they’re going until they end up there. There’s no expectation, nothing to organize and worry about – just total surrender to being in the moment.

Lighter itineraries offer guests an opportunity to leisurely explore authentic local spots – slowing down also encourages guests to utilize amenities wherever they’re staying. With health on guests’ minds, hotels should take notice and implement a service strategy that supports a holistic experience.