Travel Trends Report 2025: Soft Travel

In the second article in a series looking at travel trends for the year ahead, I investigate the idea of soft travel—or journeys that encourage simplicity, and ease and which are beneficial to mental health.

Revealing its travel trends for 2025, the Hilton Trends Report reveals that “more than one in five travelers plan to get away for self-discovery or mental health when traveling for leisure. They are leaning into ‘soft travel’, or travel that encourages simplicity or spontaneity.”

Not to be confused with slow travel, which is the immersion into a different culture over an extended period of time, soft travel is more about an individualised and inward-looking focus. As Christos Seizis, the general manager of Santo Collection, a group of luxury properties in Santorini, says: “We’ll see the idea of soft travel continue to rise as travelers increasingly prioritize mental health and seek out destinations that offer a respite from the relentless pace of modern life. With travelers seeking getaways that allow them to soothe their nervous system and allow them to explore at their own pace, our guests are drawn to our experiences that put their well-being first such as the ‘Love Yourself’ meditation classes, and relaxing sunset serenades where gentle live music plays on the pool deck.”

Tim Gunstone, HotelPlanner’s chief of Communications gives his insight: “Soft travel can encompass many things. But for me, it is about embracing the off-grid experience: avoiding pre-planning and putting away your phone. Instead, ask for directions and allow your journey to unfold naturally. How does this connect to the rise in wellness tourism we’ve seen this past year? Disruptions, like major delays, cancellations, and overcrowding, have left many travelers seeking simplicity. People are increasingly drawn to destinations that offer a more relaxed experience. Albania is an excellent choice right now—it’s beautiful and offers great value for money.”

Describing the trend as a search for ‘simple pleasures’, luxury tour operator, Original Travel, reports an increased appetite for pared-back trips that focus on simplicity. “Whether it’s an extension of yearning for the simpler times of yesteryear, or a fundamental need to step away from the business of everyday life, we can’t conclusively say; what we do know is that our travelers are increasingly focused mostly on basic joy-giving experiences. Think quality time spent with family (both as a tribe and one-on-one); walking in beautiful surroundings; sleeping under canvas; foraging from the land; taking the train; watching riverbanks drift by from a boat; discovering somewhere untouched; staying somewhere owned and run by locals; learning about a culture through its food. No gimmicks, no fads, just travel in its purest, most perfect form.”

In Expedia’s Unpack 25 travel trends report, the concept is described as JOMO—the joy of missing out (a play on FOMO, the fear of missing out) and plays out with an increase in people renting private vacation homes. “Vrbo data shows continued interest in beach and mountain destinations known for leisure and relaxation, and travelers believe JOMO travel can help improve their mental health and overall well-being with 62% of travelers saying JOMO travel reduces stress and anxiety. While nearly half say that JOMO travel allows them to better connect with loved ones.”

A prime example of this type of escape is The Villas by Santo Collection in Santorini. Launched this year, and nestled in the western part of the scenic village of Oia, the villas offer a blend of luxury design and privacy. “Set against the backdrop of the Aegean Sea, each of the two four-bedroom villas offers serene accommodations that can be merged into a spacious eight-bedroom villa, ideal for larger groups of up to 16 guests,” says the hotel. “The concept of JOMO encourages people to step away from the busy, always-connected life and embrace tranquillity and self-care. With spacious outdoor living areas, private pools, landscaped gardens, and open-air Jacuzzis, the villas provide everything for a peaceful escape.”

Meanwhile, soft travel is a trend that has been steadily increasing in demand in Tuscany, says Rosewood Castiglion del Bosco. Set on a 5,000-acre UNESCO world heritage estate, here, travelers are able to disconnect from the hustle and bustle of urban life and enjoy life’s simple pleasures, like walking the countryside, joining a truffle hunting expedition in the estate woods and enjoying seasonal Tuscan delicacies with family. “During the fall and winter shoulder seasons, the Val d’Orcia slows down and the surrounding villages become less crowded. Over the past few years, we have extended our season as this has become a draw for our guests looking to slow down on holiday,” says Rosewood Castiglion del Bosco’s managing director, Mirko Marchi.

Luxury tour operator, cazenove+loyd, report an increasing desire to disconnect, seek out authentic cultural experiences, and practice sustainable and responsible travel. Henrietta Loyd, founder & co-owner, says: “A lot of our clients live very fast-paced lives and so they want to completely switch off for as long as they can. There’s a lot to be said for stepping outside of their usual busy lives, connecting with nature, appreciating the world around them, and simply slowing down.”

Sean Moriarty, CEO of Quinta do Lago, in Portugal, agrees: “People today are increasingly drawn to simplicity as a form of self-care—it is how you achieve true mental wellness. In a fast-paced, always-connected world, there’s a growing desire to reconnect with nature and family, embracing a slower pace that is often lost in modern life. Quinta do Lago offers a sanctuary for our guests to find peace, where the untouched beauty of Ria Formosa and serene landscapes invite moments of calm and reflection. Whether it’s a quiet walk along the lagoon, a family picnic in the park, or simply unwinding amid the Algarve’s natural beauty, our resort encourages meaningful experiences that nourish the mind and soul.”

Based in the Quinta do Lago region, Wyndham Grand Algarve says it is seeing more guests seeking refuge from daily stresses, drawn by the Algarve’s tranquillity and the pristine Ria Formosa Natural Park. Paulo Vicente, commercial director, comments: “Visitors breathe in fresh air, unwind in our Grand Spa, and embrace the simplicity of soft travel—a chance to rejuvenate mind and soul. With 300 days of sunshine a year, the Algarve is particularly beneficial for those affected by Seasonal Affective Disorder (SAD), offering a warm, sunny escape that promotes mental well-being, especially during the serene autumn and winter months.”

Highlighting another aspect of the trend, meanwhile, Lemongrass, an award-winning and certified B Corp PR and content agency for travel brands with impact and purpose, has identified the awareness of neurodiverse travel as one that is on the rise. In its Travel Trends Report 2025, the agency says: “If travel is meant to be accessible for and inclusive of everyone, then it’s high time that neurodiverse travellers’ desires and needs are considered. Neurodivergency includes a spectrum of atypical developmental norms, which include autism, tourettes, dyslexia, and ADHD. In 2019, Mesa, Arizona, became the first autism-certified city in the world, which means at least 80% of guest or public-facing staff have received training in autism and sensory disorders. High Point, North Carolina followed in 2021, as did Visalia, California in 2022. Several other destinations, such as Dubai are currently working towards certification. Tour operators have also responded to this growing need by tailoring travel options for neurodiverse people. WanderRock opened its doors in 2023 specifically to serve neurodiverse travellers in their 20s and early 30s with hands-on, curated experiences.”

Commenting on the growth in this area, Alessandra Alonso, the MD of Women in Travel, says in the report: “With 1 in 7 of us assumed to be neuro-atypical, which translates into some 25% of the UK workforce, it is critical that the travel and tourism industry begin to focus on how best to serve the needs and aspirations of its growing neurodivergent workforce and clientele. Ultimately, this makes sense commercially as well as morally as diverse talent is increasingly important to attract and represent diverse customers.”

Finally, leading Swiss wellness Clinic Clinic Les Alpes reveals a wellness trend that is fuelled by the same desires as the ones behind the search for ‘soft travel’: an uptick towards sobriety among young people. “This trend is expected to deepen, with more individuals prioritising mental health and embracing sobriety not just as a temporary detox but as a permanent lifestyle choice,” says Brittany Hunt, head of Quality, Innovation & Research Department. “This cultural shift towards sobriety is poised to shape a healthier mental landscape for the upcoming generation. Young adults are progressively valuing mental clarity and emotional stability, recognizing that even moderate substance use can cloud judgement, exacerbate anxiety, and lead to depressive symptoms.”

She continues: “The concept of ‘mindful drinking’ and the ‘sober curious’ movement have gained traction, inspiring individuals to re-evaluate their relationship with alcohol. This introspection often stems from a desire to enhance mental wellness and foster a lifestyle that supports sustained mental health. Studies support this trend, indicating that abstaining from alcohol can lead to better sleep patterns, improved mood regulation, and heightened overall life satisfaction.”