Anyone else feeling like everything is a bit off its axis? Gallup’s Global Emotions Report (2024) indicates that two in five adults globally reported feeling worried a lot of the previous day. And rightfully so. On any given day in many parts of the world, people are grappling with political and social unrest, financial stress and anxiety around job security – just to name a few.

Amid the chaos, it is human nature to still seek joy and fulfilment – but how? For many, travel and leisure is a top source of reprieve from the stressors of daily life. Think about when you’re feeling burned out from work or need an escape from reality, but planning a vacation or special event feels daunting. In fact, our global What Matters 2025 study reveals 49% of people feel overwhelmed by the many choices when making choices.

As people crave relaxation more than ever, travel and leisure brands are at a turning point: how might they tweak their strategies to provide real escapes that help people unwind without piling on more stress to get there and be there? The answer lies in simplicity and mindfulness as ripe inspiration to deliver a uniquely refreshing break in our hectic lives.

Join me as I share three ways travel and leisure brands intersect with simplicity and mindfulness during these uncertain times.

Simplicity & mindfulness: content creators paving the way

Open up your Instagram or TikTok and you are bound to see content creators posting curated diaries of their lives. And while there are still some posting lavish lifestyles, the ones that are thriving right now are the creators posting their authentic ‘normal’ lives. They are romanticising their everyday and showing followers how they can transform their day-to-day with pockets of joy.

We’re seeing this shift in travel, too. The obsession with creating picture-perfect moments for Instagram or racing through bucket lists just for bragging rights is becoming a thing of the past. Simplicity and Mindfulness – one of the four major areas of transformation that we outline in our What Matters 2025 report – is truly coming alive in consumers’ travel choices in fresh, mindfully amazing ways! Let’s take a look:

TikTok: “No plans” travel challenge

TikTok users, like solo travel content creator, Kevin Droniak, are embracing spontaneous travel by intentionally leaving their itineraries open, allowing destinations to unfold organically. This trend encourages travelers to ditch the pressure of planning every detail. Videos capture the joy of unexpected discoveries, promoting mindfulness through presence and openness to new experiences—resonating with those eager for a break from overwhelming planning.

Pinterest: Mindful travel itineraries

Creators like The Mindful Traveller curate Pinterest boards that feature ready-to-use mindful travel itineraries. These boards include suggestions for slow-paced activities, wellness retreats and local experiences that promote mindfulness. Users can screenshot these itineraries for inspiration, making it easy to plan trips that prioritise simplicity and meaningful engagement.

YouTube: Slow travel vlogs

Creators like Kara and Nate produce slow travel vlogs that emphasise taking time to immerse themselves in local cultures. Their video titled “Slow Travel: How to Enjoy a Place” showcases their experiences in various destinations, focusing on meaningful interactions with locals and savouring the journey rather than hustling through attractions.

How might brands support?

The simplicity and mindfulness shift in travel is evolving in exciting and unexpected ways to specifically address what people need. These viral trends reflect a collective shift toward more intentional and purposeful travel experiences. Today, travelers are redefining what it means to find centering and joy amid the chaos of everyday life, embracing simplicity and mindfulness. Here are some practical first steps to consider:

• Embrace opportunities for flexibility: with more and more travelers taking a relaxed – or even no-plans – approach to travel planning, finding ways to make it easier for travelers to encourage spontaneity is key.
• Do less and get more: travelers don’t need an endless array of options, amenities or excursions to choose from. Rather, invest in learning what aspects of your experience your customers care about most and focus on delivering on that 110%.
• Promote mindful travel practices: while they may not articulate it, consumers are increasingly attracted to mindful practices like digital detoxes, meditation retreats, and nature immersions. Partnering with wellness experts can enhance time away and serve as a rejuvenation moment.

Whether it’s through spontaneous travel challenges, curated mindful itineraries or slow travel experiences, the focus on intentional and purposeful travel can help people reconnect with what truly matters. As we navigate these times, let’s prioritise simplicity and mindfulness as a lens for fulfilling what people need now.