Simple vacation without adventure: New tourism trend is gaining momentum in the US

A growing proportion of Americans say they just want to relax on vacation instead of filling their vacations with Instagram-worthy adventures.

Shane Mahoney, founder of Florida-based travel company Lugos Travel, said that over the past year, about 80 percent of his clients have said they "just want to relax," the Daily Mail reports.

"I was shocked at how many trips, starting in 2023, our agency started booking that included things like time on the beach and chocolate tasting instead of helicopter tours and cliff diving," he said.

In a survey of travellers released earlier this month, "rest and relaxation" was cited as the top reason for travelling, ahead of opportunities to "have fun" and spend "time with immediate family."

"Rest and relaxation" was the primary motivation for 21% of travellers in the survey by research firm Longwoods International, up from 17% in September.

According to a survey published in April 2022, commissioned by Wyndham Hotels & Resorts, which has a strong portfolio of all-inclusive resorts, 77 percent of travellers believe that an all-inclusive vacation is the least stressful way to travel.

Resort chains have responded to the demand by rapidly expanding their all-inclusive offerings.

As reported by TravelWise, earnings reports from three major online travel companies showed that consumers are willing to pay high prices for a good vacation. Further revenue growth is also observed.