The Rise of ‘Glowbirding’ Among Younger Travelers
As winter approaches, many Americans are taking to the skies seeking warmth. However, a rising trend is capturing the attention of younger travelers; this trend is dubbed ‘glowbirding’. Some of these travelers identify with the need to escape the cold while centering their trips around wellness and physical activities.
Connor Smith, a vice president at IHG Hotels & Resorts, noted, ‘Younger travelers are also tired of the cold.’ He remarked that this escape from winter is also a way to manage Seasonal Affective Disorder (SAD), emphasizing the mental health benefits of sunny destinations.
Wellness as a Priority
A latest press release emphasizes that younger generations, particularly from Gen Z, are prioritizing wellness in their travels. Gabby Beckford, a content creator and Gen Z influencer, shared her perspective: ‘My generation values experiences, and we’re all about mental wellness.’ Her statements suggest a growing trend where health and wellness are at the forefront of travel decisions.
Smith reiterated, ‘We’ve seen more guests incorporating wellness into their travels – whether it’s to feed the mind, body, or spirit.’ The trend is set to continue, especially as younger travelers opt for experiences that keep them physically fit and mentally sharp.
What to Expect in 2024
This ‘glowbird’ season, kicking off in January, encourages travelers to enjoy various wellness-centric activities through March. A McKinsey survey indicated that 56% of Gen Z-ers prioritize in-person fitness as part of their travel experiences.
Health-related purchases are on the rise as well, with 40% of Gen Z consumers buying health products. IHG is responding to this trend, providing amenities such as yoga mats in rooms and partnerships for outdoor activities.
Seeking Transformative Travel
The demand for ‘transformative travel’ is also noteworthy, with travelers looking for peaceful experiences away from the hustle and bustle of daily life. Such trips allow individuals to slow down, reflect, and focus on their mental wellness.
As travelers aim to prioritize their health, sunshine destinations like Texas, Arizona, and California are expected to be popular spots this season. With the focus shifting toward wellness, the travel landscape is evolving, catering to those who seek balance on their journeys.
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