A new global report, ‘Generation Travel’, has uncovered the ‘lesser spotted’ Intrepid Improver, a new type of millennial traveller shunning sun, sea and ‘all inclusives’ for holidays that promise to deliver better versions of themselves. These self-improvement seeking travellers make up over three quarters (76%) of UK millennial explorers, who claim they now travel to enrich their mental or physical health, broaden their horizons or learn new skills.
Indeed, this has become so important to British millennials, that almost a quarter (23%) will set time aside for a self-enriching trip, while a fifth state that these types of getaways are now their main holiday of the year (19%).
This desire to improve is serious business. Over a third of UK millennials (36%) would pay more for a holiday that they feel benefits them mentally, physically or emotionally, and eight in 10 (81%) self-bettering ballers are willing to fork out up to 50 per cent more. Furthermore, a whopping 49 per cent are also prepared to give up alcohol, their phone (35%) and social media (34%) in order to reap the rewards of a self-improvement trip. #Namaste
What’s driving the Intrepid Improver?
For almost a third of these travellers, the quest for self-betterment is about maintaining or improving their mental health (28%). For others, it’s about taking time out to invest in themselves (36%), learning something new (29%), and experiencing new things that will broadening horizons (44%). Just 7 per cent of UK millennials are in it for the double taps on social media – no ‘Kimmy K’ wannabes here!
See ya holiday romances – more 20 to 30 somethings also say they would like to get fitter (52%) and improve their mental health (40%) find love (6%) in 2020. Additionally, almost four in 10 say that, when returning home from any holiday, they would be more likely to boast about a new understanding of another culture or an enriching experience (37%), than about a holiday romance (6%).
For those already partnered up, the study shows that when it comes to travel buddies, bae is best. Intrepid Improvers favour sharing the experience of bettering themselves abroad with a partner (43%), over friends (21%), family (10%) or going it alone (13%) – and almost a fifth (19%) are considering a relationship retreat for their next trip!
The Intrepid Improver’s wish list
Millennial’s eagerness to experience new things, is set to bring more unconventional holidays and retreats to the mainstream. While cooking trips (51%), language courses (42%) and photography pursuits (22%) all ranked highest overall, Intrepid Improvers are also exploring more unusual routes to enhancement.
Young travellers are taking their rehydration game to the next level and are embracing the healing powers of water, sinking into Onsen therapy (21%), which involves soaking in hot springs or mineral baths to boost blood flow, circulation and metabolism.
Even more nature-inspired activities top the “yes I’d try that” list include animal therapy (22%), body cleansing retreats (19%) and forest bathing (14%) – an activity involving getting up close and personal with, you got it, the forest – body cleansing retreats (19%) and animal therapy (22%).
Others also list life coaching retreats (21%), laughter camps (15%), as options to finding their better selves, while one in 10 would opt for crying or colour therapy (11%).
A further 29 per cent of global travellers looking to nurture their mental health say they would be open to a monastery stay, Shaman-led retreat, spiritual retreats or “champing” (church-camping), while 41 per cent of fitness fans would like to attend a surfing camp, flex themselves at an expressive or ballroom dancing holiday or attempt a survival holiday.
Inspiring long-term changes
According to these holiday-goers, the benefits far outweigh some of the unorthodox methods. Almost a fifth (20%) of Intrepid Improvers who have been on these types of holidays claim to have had an emotional release (43%), slept better (38%) and reconnected with themselves (24%).
These alternative holidays are also inspiring positive change, with almost half (42%) claiming to have overhauled their daily routine after a self-improvement trip. A holiday of this kind has fuelled entrepreneurship for 41% of Brits, who have started their own business following a trip, while almost a quarter (24%) have dumped a toxic partner or friend.
Namaste that, boomers!
Josh Belkin, VP of Global Brand from Hotels.com brand commented, “The Hotels.com, Generation Travel report, into global millennial travellers has identified a new type of vacationer, one that is actively investing in becoming better versions of themselves – and we love their dedication! Having a standard hotel these days just isn’t going to cut it with these experience-hungry travellers, and Hotels.com can offer a whole range of unusual and innovative stays that will take their holiday to the next level. Let’s get improving!”
The top styles of self-improvement holidays and destinations for UK travellers
TOP MENTAL HEALTH & WELLNESS GETAWAYS
Mindfulness – 34%
Meditation courses – 25%
Onsen Therapy – 20%
Sleep retreats – 20%
Detox and medical spas – 20%
MOST POPULAR PICKS FOR FITNESS BUFFS
Hiking or walking groups – 25%
Fitness festivals – 24%
Weight loss retreats – 24%
Pilates – 20%
Cycling tours – 20%
TOP PERSONAL DEVELOPMENT ESCAPES
Self-confidence building retreat – 32%
Personal resilience skills – 22%
Life coaching skills – 22%
Relationship retreats – 19%
Creativity activities – 17%
TOP 3 SELF-IMPROVEMENT HOLIDAY DESTINATIONS
United Kingdom – 14%
USA – 13%
Australia – 12%
