The ‘social rewilding’ shift transforming luxury travel, from screen fatigue to soulful journeys, is redefining how people explore the world. According to Accenture’s Life Trends 2025 report, travelers are increasingly seeking authentic and sensory-rich experiences over digital ones. The study found that 41.9% of respondents said their most enjoyable experience in the previous week was physical, while only 15.3% reported a digital one. This change, described as “social rewilding,” reflects a desire to reconnect in real-world settings, often in nature, while balancing the role of technology. Accenture’s Consumer Pulse Survey 2025 revealed that 80% of travelers already use generative AI tools, with 93% of active users saying personalizing their trips strengthens their connection to a brand. These insights point to a growing demand for purposeful travel that emphasizes culture, wellness, and immersion.
Luxury hospitality brands are adapting to this change by focusing less on traditional indulgence and more on meaningful, intentional stays. Marriott, for example, is offering curated camping and wellness-led experiences, such as retreats at the Grand Cayman Marriott Resort. Travel is also merging with entertainment, dining, and culture, with concerts, sports, and local traditions becoming core motivators. Events such as Taylor Swift’s U.S. tour significantly boosted hotel occupancy, highlighting how emotionally significant moments drive demand. Looking forward, travelers will continue to ask not only where to go, but why and how they travel. The industry now stands at a turning point where people, culture, and nature must remain at the center of experiences, creating journeys that foster connection and leave a lasting impact.