The ‘social rewilding’ shift transforming luxury travel: from screen fatigue to soulful journeys

ary·tourismThe ‘social rewilding’ shift transforming luxury travel: from screen fatigue to soulful journeysBy Emily WeissBy Emily Weiss Emily Weiss is senior managing director and global travel industry lead, Accenture

In these volatile times, travel is undergoing a quiet revolution

It is no longer just moving from one destination to another

It has evolved into something far deeper: a quest for emotional connection, authenticity, and immersion

According to the report, 41.9% of respondents said their most enjoyable experience in the previous week was a physical one, while only 15.3% said it was digital

This is an optimistic signal for the travel industry, as the findings suggest a strong desire by people to return to authentic, sensory-rich, and meaningful experiences

Embracing the local: cultural connection over tourist checklists Travelers seeking more authentic, purposeful experiences are choosing to engage deeply with local cultures and traditions

From a cooking class with a local chef to an off-the-map hiking trail, people are choosing travel that reflects their individual interests

This is where the travel industry can truly shine, curating experiences that connect visitors to the heart and soul of a place

And nology has a key role to play here

Generative AI for example, can help travel brands der smarter, more responsive personalization, recommending relevant added services, adapting itineraries in real time, or making suggestions based on past preferences

When thoughtfully embedded across the full journey, from discovery and booking to the trip itself and even post-travel engagement, it becomes a tool to create seamless, emotionally resonant travel that keeps people coming back

For those companies that get it right, it is an opportunity to drive new revenue s, with travelers willing to pay extra for moments that feel curated and meaningful

Luxury travel reimagined: a shift in priorities Luxury travel is evolving in step with this shift toward meaningful, immersive experiences

Leading global brands are no longer defining luxury by thread counts or square footage alone, they’re leaning into heritage, wellness, and cultural connection

Meanwhile, Marriott is venturing beyond traditional hotel walls, tapping into the allure of nature

From curated camping accommodations that balance comfort with adventure, to wellness-led stays, the definition of luxury is expanding

At the Grand Cayman Marriott Re, for instance, the focus has shifted toward transformative wellness retreats, giving guests a chance to reconnect with themselves, and their surroundings

Luxury, it seems, is no longer dulgence

Data-driven insights: the rise of experience spending Travel is no longer a standalone activity, it’s increasingly merging with entertainment, dining, and culture to create rich, multi-sensory experiences

We’re seeing a convergence where travelers aren’t just visiting places, they’re living stories, seeking out concerts, culinary trails, night , and local performances as essential parts of their journeys

Millennials and Gen Z are leading the charge, mpting a transformation in industry offerings to focus more on cultural immersion, interactive experiences, and purpose-driven journeys

Music and sports events have emerged as key motivators

Concerts have been seamlessly integrated into milestone celebrations in India

The “Taylor Swift Effect” in the U.S. boosted hotel occupancy rates wherever her tour stopped, ving that events with emotional significance drive travel demand

A New Era: purpose-driven travel and personal growth Looking ahead, purpose-driven travel will continue to gain momentum

Travelers are asking themselves not just where to go, but why and how they travel

They seek personal growth, emotional healing and deeper connections with people, culture, and nature

This desire for meaningful experiences is pushing brands to innovate, not with gimmicks, but with authenticity, cultural sensitivity, and human connection at the core

The travel industry stands at a pivotal crossroads

The future of travel is not a nostalgic return to a pre-digital era, but a harmonious blend of nology, cultural immersion, and sensory engagement

Travelers want digital convenience, but they also crave human connection, local authenticity, and experiences that touch the soul

The way forward is : put people, culture, and nature at the center of travel experiences

By understanding the forces pushing consumers towards social rewilding, the industry has a chance to meet travelers where they are and adjust their strategies accordingly

Perhaps it’s designing journeys that go beyond sightseeing, tapping into a deeper need for tactile, sensory, and emotionally resonant experiences

Travelers today want to feel rooted in the places they visit, to slow down, engage fully, and walk away with a sense of connection that lasts

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