A new global survey from Royal Caribbean Group and Morning Consult reveals the motivations, preferences and expectations of today’s modern vacationer.  In fact, reducing stress from modern life’s fast-paced demands is now the top driver for taking a vacation, along with greater expectations for simplified planning, and curated, personalized experiences for bringing vacation dreams to life.  

The insights collected from 5,000 consumers across the United States, the United Kingdom, Australia, Germany and Spain uncovers four themes reshaping today’s modern vacation. This is the Future of Vacations. 

Revolutionizing Rest to Combat Stress 

People are turning to vacations to manage their fast-paced lives more than ever before. 75% of those surveyed showed that they’re planning vacations to reduce stress and improve mental health. More than 30% of consumers surveyed reported being more stressed than a year ago. Looking for a way to escape the day-to-day grind, people are finding more creative ways to dream and to do it. 

Before, travelers waited until summer or breaks in the calendar to vacation. Now, 74% of global travelers reported the importance of recharging from work, opting for either shorter and more frequent vacations to escape from work stress, allowing them to take a short break, or an extended world trip to work and play. 

• 78% of travelers surveyed want to unplug from the stress and anxiety of news of the world. 
• Over 86% want to explore novel places and cultures and try new activities and experiences. 
• 25% of consumers have taken shorter trips (two to four days) more often, recently. 
• Over the next few years, 42% of US family travelers plan to take shorter trips more often. 

A Desire for Simplified Planning 

Making travel plans can be stressful. Travelers have reported fatigue when making vacation plans and arrangements, with 59% of consumers surveyed saying that planning vacations forces them to make even more decisions and 29% go as far as citing “decision fatigue.” 

Most travelers said that if they had fewer tasks to complete and less decisions to make, they’d vacation even more. To enhance the vacation experience, technology smooths out the task of planning and decision-making, lessening the stress and complications of vacation planning. 

• 51% of consumers surveyed said they would plan or take even more vacations if there were fewer decisions to be made in the process. 
• 67% of consumers (Gen Z) expressed interest in the application of emerging technologies to assist in booking future vacations.  
• More than half of travelers (and 71% of family travelers) admit technology-enabled booking services and trip management largely contribute to more seamless and enjoyable vacation experiences. 

Tailored Experiences 

The best way to describe what travelers desire in their vacations? Everything, everywhere, all at once. Consumers’ ideal vacation includes maximizing their time by experiencing the best of everything, from land to sea, food to entertainment, thrills to chills – and they want it personalized to fulfill their expectations. Travelers virtually all agree that their vacation must be a special experience and it must meet the needs of everyone in their travel party, from their littlest cruisers to the most-senior of their party.  

One in three consumers surveyed reported experiencing obstacles when traveling with others due to vacation preferences, which is why the desire for vacation experiences that can satisfy a variety of needs and choices all in one vacation are growing exponentially. 

• 93% of consumers surveyed said they want to travel to spend more time creating memories with family and friends. 
• 64% of travelers (and nearly 70% of Gen Z) say it’s important to use a vacation company that can provide distinct kinds of experiences in a single vacation. 
• 87% of families want one vacation company that can satisfy all their needs. 
• Nearly 80% of consumers believe it’s important to have unique experience options in one trip, seeking experiences tailored to their unique preferences, regardless of who they’re traveling with or how they’re traveling. 

Embracing Emerging Tech for Smart(er) Vacations 

Technology is transforming how people dream about vacations and use it to enhance their travel experiences. Social media is a major influencer in travel decisions, with nearly half of respondents using mobile phones to share experiences and plan vacations. 

Social media is attracting more new-to-cruisers, with millennials and younger generations gaining 11 percentage points compared to 2019, and almost half of guests are millennials or younger. As the new-to-cruise category grows, the Group is seeing a 16% increase year-over-year. The guests are not only discovering the differentiated cruise experience, but they’re also returning to cruising at higher rates, with an over 30% increase from 2019. Today’s modern-day cruise vacation is meeting travelers’ needs with the ease of visiting multiple destinations, the variety of onboard activities and the personalized services and experiences. 

• 80% of Gen Z believes using apps can make their vacation experience more seamless and enjoyable. 
• 31% of Gen Z consumers are more likely than other generations to be interested in using AI to book and manage their trips. 
• 35% of millennials are most interested in biometric identification for seamless airport and hotel check-ins. 
• 37% of travelers and 45% of cruisers are willing to share their personal data for personalized recommendations/services. 

To most vacationers, finding vacations that are new and exciting and more meaningful are a top priority. Younger generations are helping to provide a sneak peek into the possibilities of new media for dreaming about and enjoying future vacations. 

The Future of Cruise Vacations 

The insights provided by the “Future of Vacations” survey underscore a transformative shift – there’s a new norm in managing modern life’s demands and leveraging technology to break free from conventional ways that no longer serve our busy lives. By redefining our approach to vacations, we’re prioritizing ways to vacation that reduce stress while maximizing enjoyment. 

The vacation industry is expanding at 6% annually, with the cruise segment growing even faster. 

Royal Caribbean Group’s fleet of 65 ships, traveling to more than 1,000 destinations globally are ready to welcome guests aboard, connecting them with cultures and experiences worldwide. With a mission to deliver the best vacations responsibly, we’re keeping our guests at the heart of everything we do, with new and ultimate ways to vacation. We invite you to join us on this journey into the future of vacations.