Travel is more than just moving from one place to another: it is an opportunity to transform how we see the world, connect with others, and discover ourselves. As time goes by, motivations behind travel evolve, shaped by a desire for deeper experiences and meaningful moments.
We recently surveyed U.S. consumers about their travel plans for 2025, consequently revealing three essential themes that define the future of traveling: connections, wellness, and discovery. This blog will explore each pillar and explain the motives for traveling in 2025.
Download the full report here for more information on our Transformative Travel study.
Connection: Keep Touch with Nature, Ourselves, and Others
One of the most profound aspects of travel is its ability to create connections, whether with nature, ourselves, or the people around us. Natural phenomena, such as the northern lights, majestic waterfalls, and remote landscapes, offer awe-inspiring experiences that foster a sense of unity and introspection.
Our study discovered that nearly three-quarters (71%) of travelers are interested in taking a trip to see a natural phenomenon in 2025, with top destinations including waterfalls (60%), northern lights (58%), and unique beaches and unique rock formations (46%).
Beyond connecting with nature, many travelers are seeking opportunities to reconnect with themselves and others. In fact:
- 83% plan to travel with friends or family.
- 56% want to immerse themselves in nature.
- 47% are looking for unique experiences that provide self-reflection.
As travelers seek meaningful moments with their surroundings, the appeal of nature connection-driven travel will continue to rise.
Wellness: Travel as a Path to Renewal
More than ever, travelers are prioritizing wellness-focused trips, which are not just for relaxation but also for mental well-being, rejuvenation, and a holistic sense of balance. In fact, a recent Health and Wellness study found that the U.S. is the leading wellness economy, twice the size of China. (Source: Global Wellness Institute)
As a result, these wellness trips allow travelers to disconnect from stress, recharge, and return home feeling refreshed and inspired. Our study found that:
- 57% of travelers want to visit a wellness spa or retreat in 2025.
- 74% say their primary motivation is relaxation.
- 57% seek mental well-being benefits.
- 52% want to rejuvenate and recover.
Wellness traveling is not only about luxury resorts: it is about the immersive experiences that focus on self-care, balance, and inner peace. To discover more about emerging trends in the health and wellness industry, learn more about our Health and Wellness toolkit. (Our newest version of the study will be released soon, so stay tuned!)
Discovery: The Rise of Off-the-Beaten-Path Adventures
In 2025, travelers are venturing beyond traditional tourist hubs, seeking authentic, off-the-beaten-path experiences that ignite their curiosity and sense of wonder. Social media and online reviews play a key role in shaping their travel choices:
- 71% of travelers say that photos and videos shared by friends and family influence their decision-making.
- 70% rely on online reviews and ratings to discover new destinations.
- 64% use images and videos from official tourism accounts as inspiration when selecting their next destination.
As digital content continues to shape travel trends, visual storytelling, and peer recommendations will be powerful drivers in 2025’s evolving travel landscape.
To Conclude… Pack Your Things!
As these trends continue to shape the travel industry, one thing is clear: the future of travel is about experiencing the world with purpose, curiosity, and intention. Our Transformative Travel study delves into these evolving travel motivations, providing valuable insights into connections, wellness, and discovery. If you’re looking to better understand consumer travel behavior, preferences, and trends to plan for 2025 tourism, trips, or wellness experiences, our research team can help.
Download the report and contact us today to explore how we can support your travel and tourism research needs!
