Signals

This shift is being driven by a desire for deeper cultural connection, slower travel and better value. Sustainability emerged as a core priority, with travellers favouring experiences that actively support local communities while avoiding the friction of visas and insurance.

As previously examined in our macrotrend report, Optimised Odysseys, nature-rich destinations, historic sites and secondary cities are gaining traction as travellers look beyond traditional beach or city breaks. Pop culture pilgrimages are playing a pivotal role within the industry, with tv shows such as The Traitors driving surges in demand for locations such as Edinburgh, the Scottish Highlands and the Cotswolds, while celebrity-led narratives and chef-led hotel takeovers are helping destinations stand out through storytelling.

Experiences such as English vineyards, historic houses and the rise of shoulder-season travel in May and September reflect a growing appetite for aspirational yet accessible escapes, delivering summer appeal without peak pricing. Increasingly, value-conscious consumers are gravitating towards all-in experience packages that provide cost clarity.

Later in the day, author and broadcaster Ash Bhardwaj delivered a thought-provoking keynote entitled Why We Travel, exploring the emotional drivers behind travel behaviour. He urged the industry to distinguish between motivation and mechanism, arguing that curiosity, resilience, wonder and awe sit at the heart of human travel. From the role of storytelling in creating emotional connection to the value of discomfort in building resilience, Bhardwaj challenged operators to first understand why people travel before designing how those journeys unfold.

US – Despite growing cultural narratives about going offline, Gen Z’s screen time in the US is still accelerating. According to research and strategy agency dcdx’s fifth annual Gen Z Screen Time Report, daily average screen time increased by more than 21 minutes in 2025, rising beyond the 7 hours 22 minutes recorded in 2024.

Drawing on 118 verified screen-time submissions from people aged 15 to 27, the survey also reveals that the nature of phone use is shifting. Daily pick-ups fell by 20%, suggesting less compulsive checking, but time spent per pick-up rose by 31%, pointing to longer, more immersive sessions. At the same time, notifications surged by 22%, with apps competing more aggressively for attention even as Gen Z reach for their phones less often. Mondays were the most intense, peaking at 269 notifications a day.

While offline socialising may be rising, the data suggests there is still a gap between intention and action when it comes to the habits and screen time of young consumers. Our Teens, Tech and Tapping Out report delves into the grassroots movement of activist parents trying to help their children break free from technology.