The travel industry is witnessing a significant shift, with a growing emphasis on mental well-being and a retreat from the frenetic pace of modern life. This article explores the burgeoning trend of "soft travel," a concept gaining traction amongst travellers prioritising simplicity, ease, and rejuvenation.
Unlike slow travel, which involves extended immersion in a single culture, soft travel prioritises individualised, inward-looking experiences. The Hilton Trends Report 2025 highlights this trend, revealing that over 20% of leisure travellers plan trips for self-discovery or mental health improvement. They are embracing "soft travel," defined as journeys that promote simplicity and spontaneity.
Christos Seizis, General Manager of the Santo Collection in Santorini, a group of luxury properties, observes the increasing demand for soft travel, stating: "Travellers increasingly prioritise mental health and seek destinations offering respite from modern life's relentless pace. Our guests are drawn to experiences prioritising well-being, such as 'Love Yourself' meditation classes and relaxing sunset serenades." This reflects a broader trend towards wellness tourism.
Tim Gunstone, Chief Communications Officer at HotelPlanner, offers further insight: "Soft travel is about embracing the off-grid experience â avoiding pre-planning and putting away your phone. Instead, allow your journey to unfold naturally." He suggests Albania as a prime example of a destination offering both beauty and affordability, aligning with the desire for a less stressful travel experience.
This sentiment is echoed by Original Travel, a luxury tour operator, which describes the trend as a search for "simple pleasures." They report increased demand for pared-back trips focusing on fundamental joys: quality family time, scenic walks, camping, foraging, train journeys, and exploring untouched locations. The focus is on authentic experiences, free from gimmicks or fleeting trends.
Expedia's Unpack 25 travel trends report further supports this notion, describing the trend as JOMO â the "joy of missing out" â a counterpoint to the previous "fear of missing out" (FOMO) mentality. Data reveals growing interest in renting private vacation homes in relaxing beach and mountain locations. Significantly, 62% of travellers believe JOMO travel reduces stress and anxiety, and nearly half reported improved connections with loved ones.
The Villas by Santo Collection epitomises this type of escape. Nestled in Oia, Santorini, these villas offer luxurious yet private accommodation, with spacious outdoor areas, private pools, and Jacuzzis, perfect for a tranquil getaway. Similarly, Rosewood Castiglion del Bosco in Tuscany provides a haven for disconnecting from urban life, offering activities such as countryside walks and truffle hunting, enabling guests to enjoy life's simple pleasures.
cazenove+loyd, a luxury tour operator, also confirms the rise in demand for disconnection and authentic cultural experiences. Henrietta Loyd, founder and co-owner, observes that clients seek to switch off from their fast-paced lives, connect with nature, and slow down.
Quinta do Lago in Portugal and Wyndham Grand Algarve both emphasise the importance of simplicity as self-care. They highlight the restorative power of nature, encouraging guests to reconnect with themselves and their families through tranquil activities such as walks, picnics, and simply enjoying the Algarve's natural beauty. The Algarve's abundant sunshine also proves beneficial for those affected by Seasonal Affective Disorder (SAD).
Lemongrass, a PR and content agency, identifies another facet of soft travel: the growing awareness of neurodiverse travel. Their Travel Trends Report 2025 highlights the need for inclusive travel experiences catering to the needs of neurodivergent travellers. This includes destinations working towards autism certification and tour operators tailoring experiences accordingly, as seen with WanderRock, which caters specifically to neurodiverse travellers.
Finally, Clinic Les Alpes in Switzerland highlights a related wellness trend: a rise in sobriety amongst young people, driven by a focus on mental well-being. This aligns directly with the principles of soft travel and signifies a broader cultural shift towards prioritizing mental health.
In conclusion, soft travel represents a significant shift in the travel landscape. It underscores a growing desire for simplicity, authenticity, and mindful experiences that prioritise mental well-being and genuine connection. This trend is not merely a passing fad; it reflects a fundamental societal shift towards a more balanced and sustainable approach to life and travel.