Summer 2024 Travel Trends Report: The Rise of the ‘Slowcation’

The Rise of Slow Travel

We conducted a survey of 2,000 US adults, revealing that a whopping 60% of travelers are planning their vacations this year with the main intention of slowing down and switching off.

This eagerness to escape the stress of everyday life has led to the coining of a new trend, the ‘slowcation’ or ‘slow travel’.

Slow travel is more about a mindset than a pace of movement. It’s exploring somewhere on a deeper level, making space mentally and physically for things to happen spontaneously – for example, taking time to walk in nature, cycle through the countryside, engage with the locals, or take a long-distance rail journey.

US Google searches for the term ‘slowcation’ have increased by 50% compared to this time last year, and there have been more than 16.3 million posts mentioning the trend on TikTok too.

How Americans Relax on Vacation

We asked our guests what the must-do activities are to make a vacation truly relaxing.

According to our survey, Americans find spending time outdoors, enjoying nature, eating out, and simply doing nothing the best ways to reduce their stress.

Their top 10 answers are:

1. Eating and drinking out (52%)
2. Spending time in nature (47%)
3. Doing nothing (44%)
4. Socializing with loved ones (43%)
5. Catching up on sleep (35%)
6. Reading (29%)
7. Sunbathing (27%)
8. Listening to music or a podcast (26%)
9. Excursions (26%)
10. Watching TV or films (24%)

The Fear of Switching Off... our Cell Phones

While getting some rest and relaxation may be a priority, our study also revealed that Americans are struggling to switch off quickly – and regularly checking smartphones could be the cause.

It takes, on average, three days to ‘unwind’ on vacation, but those who look at social media or work emails report that it takes them longer to feel rested.

According to the survey data, most Americans (56%) say they couldn't vacation without their smartphone.

A third (31%) of those surveyed admitted they couldn't last more than a few hours before checking their work emails on vacation.

A ‘slowcation’ can look different to everyone. True relaxation takes many forms. For some, it’s a hike in nature; for others, it’s a digital detox laid by the beach. For many, it's immersing themselves within new cultures and once-in-a-lifetime scenery.

Looking For a Slowcation? Here are our recommendations for the ultimate, bucket-list Italy road trip.

Venice and the Lakes

Perfect for couples, this road trip combines historical cities and lakeside towns, showing the true authenticity of Italy.

Length: 1-2 weeks.

Florence to Siena

The ideal trip for families looking to switch off. Drive leisurely around the Florence countryside, nestled between cypress trees, ochre fields, and rustic farmhouses.

Length: 7-10 days.

Val d’Orcia & Umbria

Suited perfectly for wine lovers looking for a laid-back escape, this gentle road trip will pass some of Tuscany’s most iconic countryside.

Length: 7-10 days.

Sicily – Catania to Palermo

If you find comfort in nature, Sicily could be the slowcation for you. You’ll spend days navigating the historic city of Catania before making your way through countryside, vineyards, and coastal beaches – this road trip really does have it all.

Length: 10-14 days.

Puglia

Southern Italy means two things: perfectly formed olive groves and white sandy beaches. Let the fresh air transform you into a place of utter relaxation, as you drive through the Mediterranean coastline of Puglia.

Length: 1-2 weeks.

Our Conclusion

With so many people saying that relaxation tops their list of vacation priorities, it’s perhaps no surprise that we’re seeing an increased appetite for what we're calling ‘slowcations’ this year.

From our study, we can see that a busy vacation with lots of pre-planned activities is less popular right now. Instead, having ample time to unwind and embrace local culture at a relaxed pace is the aim of the game for most in summer 2024.

Find more information on booking the perfect ‘slowcation’ tailored to you as well as how Scott Dunn curates unforgettable experiences.