Travel Insights: Comforting Escapes
Travel & Tourism
From Jellycats to Labubus, culture is signaling a collective craving for comfort, with travel as the ultimate antidote. Travelers are seeking slow escapes and luxury comforts along with the approachability of small towns, familiar destinations, and holiday traditions. As the weather begins to cool and we head into the holiday season, travel brands have the opportunity to wrap visitors in a metaphorical blanket by inviting them into moments of escape.
Soft Resets
Immersive, unhurried escapes are just what the doctor ordered to counter hyperconnectivity. Three-quarters of travelers who opt for more secluded destinations report that these trips reduce anxiety (Vrbo). For destinations, the takeaway is clear: create the conditions for calm.
Familiar Destinations
There’s a special kind of comfort in returning to a place you know, much like pulling on a favorite sweater or a worn-in pair of jeans. More than three-quarters of travelers now revisit the same places year after year (Skyscanner) in pursuit of familiarity and to feel like a local. Destinations that help foster tradition and a sense of belonging can be seen as a home away from home for their visitors.
Luxury Comforts
The greatest luxury is making travelers feel at ease, unhurried, and completely at home. These comforts are in demand as over 4 in 10 U.S. travelers consider luxury experiences an important part of travel (Future Partners). As boutique spaces and local authenticity are prioritized over flashiness, travel brands that make personal experiences seamless will please their most discerning guests.
Small-Town Approachability
Bigger isn’t always better, as regional and rural destinations offer an appeal with their approachability and casual settings. As agritourism grows 12% annually (Vogue), some travelers are trading resort polish for small-town warmth and character-rich stays. Destinations leaning into local creators, community storytelling, and a genuine welcome can attract these travelers.
Home for the Holidays
When the air turns crisp, nostalgia takes the wheel, and travelers are hitting the road. Over 8 in 10 holiday travelers are visiting loved ones (The Points Guy) in pursuit of comforting sights, sounds and smells. Brands that capture these priceless memories can transform tradition into long-term loyalty.
As Americans crave comfort in the months ahead, travel continues to offer a rare sense of calm and connection. When brands lead with ease, authenticity, and warmth, they do more than move people. They restore them.
For additional information on these insights, cozy up with a warm mug and dive into the detailed deck here.
