Category
World
Hosted Leisure
Trend cluster
Category
Transformative
Travel
Consumers seek out travel experiences that facilitate emotional growth.
3.7
Trend score
Trend
What is the Transformative Travel trend?
Transformative Travel: Going beyond health and fitness experiences alone, more and more travelers today are being drawn to retreats and travel opportunities that specifically foster personal growth. Typically building in methods like meditation and "circles" that are growing in popularity within and outside of travel, these experiences speak to a growing and deepening interest in self-mastery.
Insight
The consumer insight behind the Transformative Travel trend
For many consumers, particularly those with higher incomes, where they choose to invest their time and money is about more than just receiving standard benefits. Whether it's travel, food, or fashion, consumers with the means to pay for "elevated" experiences tend to prioritize them. Thus, much of what these consumers seek out is about entering previously untested waters, or undergoing experiences that they believe to be transformational.
Trend themes
Themes within the Transformative Travel trend
Three behaviours holding the trend together01
Transformational Travel
Consumers seek out travel experiences that facilitate emotional growth.
02
Luxurious Wellness Retreats
Renovated hotels offer a luxurious and immersive wellness experience.
03
Inflight Wellness Programs
Airlines offer wellness programs to improve the wellbeing of flyers.
Industry implications
What the Transformative Travel trend means for industry
Where the trend changes the playbookFor
Wellness Tourism
As travelers seek out experiences that facilitate self-mastery and personal development.
For
Luxury Hotels
Hotels renovate and go beyond traditional amenities to offer immersive wellness programs.
For
Airline Industry
Airlines collaborate with fitness brands to improve the inflight experience of passengers.
Workshop question
What are some creative ways your brand could help its consumers reach their goals?
Trend signals
Trend signals for Transformative Travel
Trend score 3.7 out of 10, from popularity 57%, activity 46%, freshness 9%.
Popularity57%
Activity46%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Transformative Travel trend
6 featured examples from Mar 31, 2018 to Jan 20, 2020CategoryWorld
Inflight Wellness Exercises
Flyers Can Exercise En Route Thanks to Air New Zealand and Les Mills
Air New Zealand introduces inflight wellness exercises to enhance passenger experience and differentiate from competitors.
CategoryLifestyle
Renovated Luxurious Wellness Retreats
The Skylonda Lodge Offers Life Longevity-Focused Programs
Hotels and resorts can incorporate luxurious wellness retreats as a new offering to cater to wellness-conscious travelers.
CategoryLifestyle
Experiential Holistic Spa Retreats
The New Diplomat Beach Resort is Centered Around Eight Elements
The hospitality and tourism industry can explore disruptive innovation opportunities by incorporating experiential spa retreats into their offerings, attracting guests seeking a c…
CategoryLifestyle
Extensive Hotel Wellness Programs
Leman Locke Nurtures a Community in a Design-Forward Space
Hotels can redesign their facilities to create spaces that serve as communal areas where people can work, play, and interact.
CategoryLifestyle
Emotional Workout Retreats
The Retreatment by Taryn Toomey Offers a Deeper Experience of The Class
Creating specialized retreats that focus on emotional workouts, combining physical conditioning exercises with meditation, hikes, communal meals, and dancing.
CategoryLifestyle
Multifaceted Wellness Retreats
'The Immersion' is the First-Ever Public Retreat from Lululemon
Opportunity to establish wellness retreat centers that offer immersive experiences and personal development programs.
