“Destinations that offer nature, calm environments and structured wellness programmes are particularly well placed to benefit”
ZOOMING IN ON MICRO TRENDS Turbulence testing Travel is becoming a relationship litmus test, with 37% of travellers willing to holiday with a partner, friend or colleague to assess compatibility. These trips reveal how people handle stress, planning and shared experiences. Glow-cations Beauty-led travel is booming, with 80% of travellers interested in skincare and wellness treatments abroad. Destinations such as South Korea and Morocco are benefiting from demand for results-driven experiences. Dry tourism Alcohol-free travel is rising, particularly among younger travellers. Up to 66% now seek hotels with quality non-alcoholic options, indicating broader lifestyle changes. Destined-ations Astrology and spirituality are influencing travel decisions, with 47% of travellers open to changing plans based on spiritual guidance or timing. PastPorts Nostalgia is taking over traveller decisions, with 64% wanting to revisit meaningful places or recreate memories using technology and old photos. Pay later, travel more Flexible finance is changing how people pay for travel, not whether they go. Around 30% of Gen Z and Millennials say instalment plans influence trip frequency, while use of price alerts has risen by more than 50%. Travel remains a priority, but one that is increasingly planned and carefully managed.
Travel to test relationships is on the up
130 | ATM YEARBOOK 2026
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