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45% of smokers have booked a holiday specifically to try to quit, while 47% attempt to cut down while travelling. Distance from routine, fewer triggers and access to calming environments underpin the appeal. Destinations offering nature, low stress and structured wellness support, including rural France, Portugal and parts of Costa Rica, are particularly well placed to capitalise on those travelling to change behaviour. Often paired with hiking, breathwork, spa treatments or coaching, these trips signal a broader shift: travellers increasingly expect holidays to change them, not just relax them. Pop Culting picks up WHEN FANDOM TURNS INTO FOOTFALL Pop culture is now a powerful demand engine with measurable impact on bookings, occupancy and rates. Visit Bath in England estimates Netflix’s Bridgerton contributes around £5 million annually to the local economy. In Asia, the success of K-Pop Demon Hunters – Netflix’s most-watched film ever – has driven future flight bookings to Seoul up 19% year-on-year, with standout growth from Japan and the US. Hotel performance mirrors this surge, with occupancy and ADRs rising sharply after the film aired.
generation on international travel, despite economic pressure. MGMY’s Portrait of European Travellers survey shows nearly 70% were planning at least one international trip this year compared to 58% of Millennials and 49% of Gen X. In the UK, more than 60% prioritise travel over fashion, tech or home purchases, and they will spend at least £5,740 each on travel this year, around US$1,700 higher than other markets. This globetrotting demographic also intends to take the highest number of holidays at 3.4 over the next two years, but behaviour varies by market. European Gen Z favours short, high-frequency international trips enabled by low-cost air and rail, while North American Gen Z is more likely to save for fewer, longer-haul journeys to destinations such as Japan, Mexico and Southeast Asia. Across markets, more than 65% say spending on experiences matters more than accommodation quality, reinforcing Gen Z’s role as a demand shaper rather than a budget cohort. Quit trips and behaviour breaks HOLIDAYS THAT HELP TO BREAK HABITS Travel is increasingly being used as a tool for behaviour change. Research by online travel company Love Holidays shows
Above: Costa Rica is favourite for behavioural change trips
Similar effects are visible in Canada, where The Last of Us drove significant increases in international demand to Alberta. Travellers are also following their favourite stories off the page, booking reading retreats and seeking out libraries and characterful bookshops. This literary influence is evident in hotel searches too, with Skyscanner reporting a 70% year-on-year increase in use of its “library” filter. The rise of the ‘Glowmads’ BEAUTY RITUALS MEET TRAVEL ITINERARIES Beauty led travel is emerging as a serious motivator, particularly among Gen Z and Millennials. Skyscanner reports rising interest in trips centred on skincare, hair rituals and wellness aesthetics, as travellers plan itineraries around treatments rather than landmarks. Destinations such as South Korea (K-beauty), Morocco (hammams), Japan (onsen rituals) and France (thermal spa towns) are benefitting. Glowmads travel with intent, building routines and results into their journeys. For hotels and destinations, this opens opportunities for spa partnerships, retail
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