In recent years, the purpose of traveling has been redefined beyond going from point A to point B. With the rise of travel for connections, wellness, and discovery, brands must understand this untapped market to better connect with consumers and, ultimately, stay ahead of the curve.  

In this blog, we will explore some of these trends, including why experience-focused traveling matters so much more today and how generations have different travel behaviors. Our complete Transformative Travel report deep dives into these growing trends and can assist you in your next business decision. Access the full report now.  

In today’s fast-paced society, where societal and financial pressures weigh heavily on many, anxiety has become the most prevalent mental health disorder in the United States. In fact, 43% of adults report feeling more anxious than they did a year ago, up from 37% in 2023. Reasons for feeling increasingly anxious are related to current events (70%), which encompass the economy (77%), the political environment (73%), and gun violence (69%). (Source: American Psychiatry Association) 

As a result, many consumers seek an outlet to relieve their stress, and nothing tops a 9-to-5-less vacation in another part of the world. According to our Transformative Travel report, nearly half of individuals who want to visit a natural phenomenon (47%) intend to do so to connect with themselves, unwind, and escape everyday stress. Additionally, wellness-focused travel comprises those interested in serene spas in tropical areas or yoga sessions by the beach. These trips, which mainly concentrate on physical and mental rejuvenation from the societal strain, are also increasing in popularity to alleviate the stress of daily life back home. According to our Transformative Travel report, 57% of respondents are interested in visiting a wellness spa or retreat, primarily for: 

• Relaxation and stress relief (74%) 

• Improving mental health and well-being (57%) 

• Rejuvenation and recovery (52%) 

As wellness becomes a core travel driver, businesses that integrate health and wellness-focused experiences into their offerings will be better positioned to meet consumer demand. To explore how your brand can tap into this growing industry, check out our Health and Wellness report.  

Interestingly, while transformative travel is about disconnecting, its rise is fueled by the very thing people often try to escape from: social media. Platforms like TikTok, Instagram, and YouTube aren’t just shaping how people discover destinations; they’re also influencing why they travel, introducing travelers to emerging hotspots like the cyberpunk-inspired city of Chongqing, China, or the breathtaking glaciers, waterfalls, and northern lights of Iceland. 

What starts as mindless scrolling often turns into intentional travel planning. Seeing others embrace self-care through travel reinforces the idea that these experiences aren’t just indulgences: they’re necessary for mental well-being.  

In fact, 43% of consumers won’t even consider a destination unless they find it on social media first. This trend is further reinforced by the sheer volume of travel-related content online: the hashtag #travel has amassed over 74.4 billion views on TikTok, while Instagram features more than 624 million travel-related posts (Source: InterGlobe). These numbers highlight the undeniable influence of social media on consumer decision-making when it comes to choosing a destination. 

This digital influence extends beyond adventure travel. According to our Transformative Travel report, 52% say social media has previously inspired travel to a destination that was not considered. 

So, what does this all mean for you? As a brand, it’s a major opportunity. Those who integrate wellness-focused experiences into their offerings will be better positioned to capture today’s experience-driven travelers. Whether it’s hotels offering digital detox packages or retreats incorporating mental wellness programs, the demand for healing travel is growing, with social media fueling this movement. 

As consumers navigate rising anxiety and societal pressures, transformative travel has become more than just an escape—it’s a necessity for mental and emotional well-being. Whether through solo trips to natural wonders, immersive wellness retreats, or mindful getaways, travelers are actively seeking ways to disconnect from daily stress and reconnect with themselves. 

Social media plays a crucial role in this shift, shaping how travelers discover and choose their destinations. Platforms like TikTok and Instagram inspire millions to explore new wellness-focused experiences, making digital influence a key driver in the rise of transformative travel.  

With all these new trends in the travel industry becoming the norm, it is clear that organizations must pivot their strategies to cater to the new needs of these travelers. Leger USA can support you at any stage of your decision-making. Download the full report to learn more about this new wave and how our team of experts can support you.