Authenticity Over the Algorithm: The Lore-Chasing Mindset
Travelers are embracing discovery and adventure , especially to gain new “lore” from their trips. The vast majority of global respondents say they like to leave room in their itinerary for unexpected local discoveries, and more than three quarters say they’re likely to do something adventurous or outside their comfort zone while traveling.
Among Millennials and Gen Z, roughly four in five prioritize unique, authentic experiences over popular tourist attractions, and a similar share say they’re likely to do something completely out of the ordinary simply if it makes a good story. The checkbox mentality, ticking off monuments one by one, is steadily giving way to something messier and more personal.
Slow Travel Takes Hold
Slow travel is less about pace and more about depth. Instead of trying to see everything, the focus is on understanding a place. Living it, even if briefly, rather than just visiting it. That distinction matters more than it might first appear.
Tourists are opting for longer stays, immersing themselves in local cultures while reducing their carbon footprint from frequent flying. This immersive approach is not only more eco-friendly but also enriches the travel experience, allowing deeper connections with destinations and communities. The trend has also revived interest in train travel, scenic road routes, and regional exploration that simply gets skipped on a rushed itinerary.
The Rail Revival and the Micro-Travel Surge
An estimated 10.2 billion individuals are expected to travel worldwide . Demand for rail travel is rising sharply, with a reported year-on-year increase, as more tourists seek sustainable, scenic, and less conventional travel experiences.
Many travelers are choosing shorter, more frequent breaks, a long weekend here, a midweek escape there, taken at a relaxed pace rather than crammed with activities. This shift toward micro-travel reflects changing work patterns, a preference for regular recovery over one big annual trip, and a growing appreciation for what’s accessible close to home. Nearly two thirds of surveyed Kayak travelers plan to take several shorter trips , choosing quick changes of scenery for instant relaxation.
AI Steps into the Planning Role
Over 60 percent of Gen Z and Millennials now use AI tools for travel inspiration and itinerary planning. Among travelers surveyed in EMEA markets, half said they have used AI to plan or research a holiday, up from 41 percent the previous year, with about one in seven saying they use it all the time for travel planning.
Traveler satisfaction with AI planning tools is largely driven by time savings, with more than half valuing instant responses and a similar share saying planning is faster as a result. Nearly half appreciate new recommendations they wouldn’t have found themselves. The main frustration stems from inaccurate responses and recommendations that feel impersonal. The technology is genuinely useful for logistics, but travelers still want the final experience to feel human.
Wellness Travel Becomes a Core Priority
High-income travelers are leading the wellness segment, with nearly half having taken a health and wellness trip in 2025. That figure is expected to climb, with more than half of high-income travelers actively planning a wellness-related holiday .
Wellness travel has evolved from simple spa packages to science-backed longevity programs and mental health-focused trips. Offerings now include Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica, and silent retreats in Canada. Many travelers increasingly view wellness travel as a long-term health investment rather than a one-time indulgence.
Escaping the Crowds: Secondary Destinations Rise
To better experience local culture, avoid contributing to overtourism, and potentially save money, travelers are increasingly avoiding peak seasons and heavily visited destinations. Roughly half of advisors from travel agency Virtuoso say their clients are adjusting plans due to climate change, with about three quarters reporting increased interest in shoulder-season or off-peak travel and a similar share saying clients prefer destinations with moderate weather.
Indonesia rolled out its “Tourism 5.0” strategy to develop secondary destinations designed to shift tourism beyond Bali. Japan, too, is leaning into regional campaigns to steer visitors away from Tokyo and other major city centers. Emerging cities in Eastern Europe, lesser-visited coastal regions, and off-the-radar islands are drawing increased attention as travelers seek places that offer depth, discovery, and a stronger sense of place.
Bleisure and the Blended-Trip Boom
Bleisure travel, extending business trips for leisure purposes, is one of the fastest-growing segments in corporate travel. The global bleisure market reached over 315 billion dollars in 2022 and is projected to exceed 731 billion dollars by 2032, driven by rising demand for work-life balance and flexible corporate policies.
A Navan and Skift report found that more than half of business travelers took at least two blended trips in 2024. Nearly three quarters of employees view bleisure as a corporate perk, and a majority of Gen Z workers actively choose employers specifically for blended travel flexibility. Remote-friendly bleisure trips are expected to rise by roughly a fifth as employees take advantage of this flexibility.
Milestone Trips and Celebratory Travel
Two thirds of global respondents plan to take a trip to celebrate a milestone for other people . Many travelers are strategically planning to make the most of their time, with the vast majority planning to build in buffer days surrounding the main celebration of their milestone trip.
Among Millennials and Gen Z extending a milestone trip, the top reasons include spending more quality time with family and friends, exploring a new destination, and experiencing the location the way they want. Birthdays rank as the most popular trigger for a milestone trip among these younger travelers. These celebratory journeys tend to be longer, more considered, and more emotionally meaningful than a standard holiday.
Sustainability Moves Beyond the Label
One of the clearest signals shaping travel is a move away from high-volume, extractive tourism toward experiences that emphasize depth, context, and care. Travelers are actively seeking off-the-beaten-path destinations, secondary cities, and seasonal alternatives that offer cultural richness without the pressures of overcrowding.
Sustainable tourism is shifting toward regenerative travel, where a significant share of travelers are willing to pay more for trips that actively contribute to destination well-being by supporting local communities. Regenerative travel restores ecosystems and communities instead of merely reducing damage. , the destinations considered sustainability leaders are those where tourism directly improves environmental and social conditions. Places like Slovenia, Palau, and Costa Rica’s Osa Peninsula have become reference points for this model.
The Nostalgia Factor and the New Retiree Traveler
Younger travelers are seeking vacations that take them down memory lane. Nearly eight in ten Americans under the age of 35 say they either have or want to recreate a childhood trip, according to Contiki’s research. There’s something quietly telling about a generation known for chasing novelty also wanting to return to the beginning.
At the same time, new retirees, including now the oldest members of Gen X, are embracing their newfound freedom through extended “golden gap year” trips. With no professional obligations and fewer family constraints, they are taking long overland and cruise-based journeys that are more adventurous than retiree trips of the past. Research from UK retirement village operator Inspired Villages suggests nearly a quarter of retirees have traveled for a year or would consider doing so.