About half of U.S. travelers (48%) view leisure travel as essential to their mental health, according to a national survey of 1,200 travelers from creative agency Mower.
Parents and caregivers lead the charge, with nearly half viewing leisure travel as essential to their well-being. This group also reports booking earlier than planned due to stress or burnout, showing that emotions — not just travel deals — motivate action.
Gen Z (56%) also reports high levels of burnout-related motivation, though this group also suffers from the highest levels of guilt (55%) for spending on travel.
In order to afford travel, nearly half of Americans report cutting back on other areas of spending, from small indulgences like daily coffee runs to trimming dining and entertainment budgets.
Travel marketers can still do better with representation, with 39% of travelers saying they don’t see themselves reflected in travel marketing. This representation gap is most reported by LGBTQ+, low-income and racially diverse travelers.
When brands speak to what travelers are truly feeling, they stop selling trips and start building trust, and that’s what drives long-term loyalty.
Mower suggests that travel marketers position travel as a mental health investment, and to create campaigns that reflect real-life tradeoffs and diverse audiences. The agency also suggests that marketers prioritize comfort, authenticity and connection over traditional luxury tropes.
“People aren’t just calculating dollars, they’re weighing guilt, stress and whether a trip will be worth it,” said Trish Nugent, senior vice president and head of public relations and public affairs at Mower. “This research helps travel brands meet travelers where they are, emotionally and economically, and position their offerings as essential self-care, not indulgence. When brands speak to what travelers are truly feeling, they stop selling trips and start building trust, and that’s what drives long-term loyalty.”