For many travelers, the value of a vacation goes beyond visiting a new destination.
From unwinding after a stressful period at work to spending quality time with loved ones, travelers are seeking experiences that allow them to disconnect from their daily routines and focus on what matters most.
That's according to new research by All Accor, Accor Group’s booking platform and loyalty program, which surveyed 7,019 travelers across seven markets. Conducted by OpinionWay, the study explores the motivations, emotions and expectations shaping travelers’ vacation decisions.
The findings coincide with the launch of All Accor’s new global platform and campaign, “Stay for More,” which emphasizes the role of travel in creating meaningful experiences, strengthening connections and making lasting memories.
Why Travelers Are Taking Vacations
According to the study, 43% of respondents said their desire to travel stems primarily from a need to unwind after an intense period of work, while 32% reported experiencing stressful fatigue.
Meanwhile, 44% said they seek a sense of freedom away from the demands of everyday life, and 20% indicated that travel can mark the beginning of a new chapter.
The findings also suggest that relaxation isn't the only priority. For many respondents, spending time with others and creating lasting memories are important parts of a successful vacation.
In fact, 42% said a successful trip involves creating meaningful memories with loved ones, while 43% identified spending quality time together as a priority.
Additionally, 35% of respondents said they travel to reunite with family and friends or share a getaway, while 26% indicated that the happiness of those closest to them directly contributes to the quality of the trip.
Travelers Prioritize Nature and Cultural Experiences
Beyond relaxation and personal connections, travelers are also interested in experiences that allow them to immerse themselves in their surroundings.
For more than half of respondents (56%), experiences in nature surrounded by exceptional scenery are a component of a successful trip; another 47% pointed to immersion in local culture and 46% cited unusual experiences.
The research also highlights a desire for more seamless travel experiences, with 34% of respondents seeking a sense of calm and 25% wanting to enjoy their time away without having to plan everything themselves.
Together, the findings highlight the importance respondents place on both the experiences they have while traveling and the opportunity to enjoy those moments without the pressure of everyday life.
“Today, the true value of travel is measured not only by the destinations discovered or the experiences enjoyed, but by the deeper meaning and lasting impact it brings to our lives,” said Mehdi Hemici, chief loyalty and e-commerce officer at Accor.
