Summer 2024 Travel Trends Report: The Rise of the ‘Slowcation’

The Rise of Slow Travel

We conducted a survey of 2,000 adults, revealing a whopping 81% of holidaymakers are planning their holidays this year with the main intention of slowing down and switching off.

This eagerness to escape the stress of everyday life, as led to the coining of a new trend, ‘the slowcation’ or ‘slow travel’.

Slow travel is more about a mindset as opposed to a pace of movement, it’s exploring somewhere on a deeper level, making space mentally and physically for things to happen spontaneously.

For example, taking time to walk in nature, cycle through countryside, engage with the locals or take a long-distance rail journey.

UK Google searches for info on ‘slow travel trips’ have increased by 61% in the past three months, and there have been more than 16.3 million posts mentioning the trend on TikTok too.

Pinterest’s 2024 trends report, also stated that gentle sightseeing is on the rise with searches for ‘slowcation hotel’ (+70%) and ’slow life’ (+60%) steadily increasing over the past year.

How Brits relax on Holiday

In a bid to find out what the nation does to help them relax on holiday, we have revealed the top ten ‘must-do’s’, according to our survey:

1. Eating & drinking out (50% of people say this helps them relax on holiday)
2. Reading (42%)
3. Sunbathing (33%)
4. Spending time in nature (31%)
5. Excursions (30%)
6. Socialising with loved ones (29%)
7. Doing nothing (28%)
8. Listening to music or podcast (24%)
9. Catching up on sleep (19%)
10. Watching TV or films (16%)

The Fear of Switching Off... our Mobile Phones

While getting some R&R (rest and relaxation) may be a priority, our study also revealed that Brits are struggling to switch off quickly – and regularly checking smartphones could be the cause.

It takes three days to ‘unwind’ on holiday on average, but those who look at social media or work emails are reporting that it takes them longer to feel rested.

The majority (57%) of those polled admitted they don’t think they could go on holiday without their smartphones, and half (50%) even admitted they couldn’t last 24 hours without checking their social media accounts whilst on holiday.

But it's not only social media that Brits can’t seem to stay away from. Our study also found that hectic work lives are playing a major role in those struggling to stay offline, with over a third (35%) saying they can’t go 24 hours without checking their work emails.

Travelling to new and exciting places can help you create memories that last a lifetime. However, as many as two thirds (65%) of holidaymakers said they wouldn’t be able to resist the temptation to take photos of videos while on holiday, rather than just soaking up and cherishing the moment.

It turns out, men find it easier to switch off than women, with more than a quarter (26%) able to leave their daily routines on the plane to enjoy the very first day of their holiday.

Women, however, are more likely to give into the temptation of checking work emails, as 28% say they’d be guilty of this.

The Wellness Warrier Generation

Unlike previous generations, the study proves that Generation Z (18-27-year-olds) make more of an effort to better their mental health and wellbeing, especially when it comes to holidays.

In fact, Gen Z are more likely to travel for wellness over any other age group. Not only this, but Gen Z are twice as likely to travel for relaxation than their neighbouring generation, Millennials.

Millennials are the least likely to spend their holiday switching off, as only 39% can unplug from their online lives within the first three days.

Out of all generations, the Millennial age group are the most likely to check their work emails, with over half (51%) saying they would likely check these within the first four hours of their holiday.

It appears that over 55’s are the most eager to take a holiday for a well-deserved break from daily life.

Everybody has a different definition of what pure relaxation looks like, however, for over four in ten (42%) 55-64-year-olds, relaxing is simply doing nothing.

Looking For a Slowcation? Here’s our recommendations.

Andean Explorer, A Belmond Train – South America

Guests who embark on the ‘Andean Explorer, A Belmond Train’ itinerary will experience a journey of a lifetime on board the first exclusive sleeper train in South America.

Offering spectacular scenery of southern Peru by rail, it is one of the world’s highest train journeys, crossing the Peruvian Altiplano and reaching the heights of Lake Titicaca.

Guests can choose a one or two-night journey, which is fully inclusive of meals, drinks and scheduled excursions and will make several stops along the way, allowing guests to take in the beauty of Peru on traditional boat rides and explore caves with paintings over 8,000 years old.

Eastern & Oriental Express – Malaysia

Returning in 2024, the Eastern & Oriental Express carries guests in style on an enchanting voyage from Singapore to explore Malaysia. Featured on the ‘Limitless Malaysia’ itinerary, guests will spend two nights in the Singapore before boarding the train for a unique way to see the bustling cityscapes, rural villages and paddy fields from luxurious carriages.

Guests will have a chance to learn about the local heritage and beauty spots with an escorted guided tour on each of the stops made.

Guests bid farewell to the train for six nights to spend at one of the most luxurious beach resorts in Malaysia before boarding the Eastern & Oriental Express back to Singapore.

The Rocky Mountaineer - Exceptional Canada

As part of the ‘Exceptional Canada’ itinerary, guests will spend two days out of ten on the spectacular Rocky Mountaineer, one of the world’s ‘great train journeys’.

Journeying into the Canadian Rockies, travellers can take in the impressive scenery, winding through lush green valleys, passing dramatic waters and reaching desert-like landscapes and snowy peaks where they can then take a rental car to drive through the mountains. 

David Crossley, 74 from East Yorkshire said:

“I much prefer train travel over flying, even if it takes longer and costs more. There is less hassle and stress of going through an airport, plus you get the luxury of taking in the surroundings at a slower, more relaxed pace.

“For my 70th birthday we took Eurostar to Paris then joined the Orient Express to Venice. After that we used a Eurail pass to travel through Italy, Austria, Hungary, Germany and Belgium. It was brilliant.

“Last year I took the train from East Yorkshire to Narbonne in France whilst my wife flew. I'm sure my journey was much more relaxing.

“For my 60th I ventured on a two-week ‘All Lines Rover ticket’ and travelled freely over the network from Penzance to Mallaig and the Isle of Skye. It was truly memorable!

“My favourite is the Caledonian Sleeper from London Euston to Fort William. It is so special to wine, dine and sleep then awake to breakfast and the fantastic scenery of the West Highlands.

“We also experienced rail travel at its very best with a Japan Railways Green Class pass and travelled extensively on the fantastic ‘Bullet Train’ from Tokyo to Hiroshima.

“Travelling over land via rail means I get to see and experience more, and the journey really becomes a big part of the holiday. Most countries have a great train network too, so it’s usually quite simple to organise.”

Our Conclusion

With so many people saying that relaxation tops their list of holiday priorities, it’s perhaps no surprise that we’re seeing an increased appetite for what we're calling ‘slowcations’ this year. 

From our study we can see that a busy holiday, with lots of activities planned in are less popular right now. Instead, having ample time to unwind and embrace local culture at a relaxed pace, is the aim of the game for most in summer 2024.

For more information on booking the perfect “slowcation” tailored to you, speak to our travel specialists today by filling out our enquiry form or calling us on the number below.