DRIFT Travel Winter 2018

culture and entertainment, to food
and history. In 2018, television
shows, films, sport and social
media in particular look set to
have an increasingly significant
sway over booking decisions, as
travelers turn to pop culture for
their travel inspiration. Reading
blogs or watching YouTuber
recommendations will spark ideas
for four in ten (39%) travelers
and on screen locations from
television, film or music videos
will win over 36% of travelers
in the coming year. More than
a fifth (22%) of travelers will be
tempted by traveling for a major
sporting event, with 43% of those
considering a summer of football
in Russia.
The top television program
locations travelers most want to
visit in 2018 are Croatia, Spain
and Iceland inspired by Game of
Thrones (29%), London as seen in
Sherlock and the Crown (21% and
13%), New York and Manhattan
from Billions (13%) and Los
Angeles viewed in Entourage
(10%).
5. WALK TO WELLNESS
The trend for wellness getaways
isn’t slowing down for 2018, with
almost double the amount of
people planning to take health and
wellbeing trips in 2018 compared
to 2017. Trips enjoying particular
prominence will be those that
involve traveling on two feet. A
brilliant way to take in the local
landscape, walking will be the
ultimate way to explore next year,
with 56% of travelers saying they
want to do walking or hiking
trips in 2018. A new generation of
walkers will lace up their boots.
Other health and wellness inspired
activities high on the travel agenda
in 2018 include visiting a spa
or receiving beauty treatments
(33%), cycling (24%), water sport
activities (22%), taking a full body
detox holiday (17%), going on a
yoga retreat (16%), running (16%)
and undertaking meditation/
mindfulness (15%). Embracing
such experiences is popular
with travelers, with 59% saying
they prioritize experiences over
material items when on holiday.
Partaking in a health and wellness
trip may also be good for the mind,
as over half (55%) say that going
on holiday is a moment for them
to reflect and make better lifestyle
choices – something which can be
easily facilitated through a health
and wellness trip.
TRAVEL OFTEN . LIVE WELL . 31