ISSUES By Sarah Suydam
Issues Stock Photo © Adobe Stock
How Group Travel Is Evolving
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Travel is ever evolv ing, and t hat includes t he g roup sector. A nd while some t rends are relat ively obv ious to those in the industr y, others are more subtle. Come along as we touch on a few trends many are saying are reshaping group travel as we k now it. A SMALLER, MORE INTIMATE EXPERIENCE IS L ARGELY PREFERRED. People are crav ing social connections w ith others—w ithout getting over whelmed. So while solo travel g rows, so does t he desire for sma l ler g roups look ing of li ke-m inded fol k s look ing to t ravel toget her. According to Contik i’s 2025 Voice of a Generation sur vey, 56.4% of respondents shared that their ideal group size would be bet ween 8-12 people. KEEP THINGS MOVING! W hile going on vacat ion or t raveling in itself is considered benef icial for one’s healt h, more travelers desire (and expect) physical movement to be incorporated into their itineraries. According to the Adventure Travel Trade Association’s 2025 Adventure Travel Market Sizing Report, 67% of international travelers say they’re “open to adventure,” which can include things like walk ing, hik ing, cycling, cultural immersion, nature exploration, and more. REST AND REL A X ATION STILL MAT TER. W hile groups are excited to be on the move, they also expect to be able to balance that excitement w ith some dow ntime or specific activ ities aimed at recharging their batteries. W hether it’s something as simple star t ing t heir morning w it h a glass of g reen juice poolside or somet hing more in-dept h like wellnessfocused retreats jam-packed w it h rejuvenating activ ities, today’s travelers are mak ing t he most of t heir time off. The American Express Travel 2025 Global Travel Trends Report found that 73% of respondents are planning vacations to improve their mental and physical health, while 60% of Gen Z travelers specifically seek out hotels that offer wellness ser v ices.
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