A Signature Media Publication

Rise of Activacations

Hotels.com released new data revealing a new wave of young travellers who are swapping beaches for action-packed, celebrity-inspired fitness getaways.

As per an activacations survey conducted by Hotels.com, a whopping 80% of 18-35-year-olds now consider keeping fit as one of the most important parts of their holiday experience, compared to 66% of baby boomers. Social media is poised for the ‘welfie’ to make waves this summer with young holidaymakers now more likely to upload a sweaty workout selfie (16%) than a beach shot (10%).

Millennial travellers are generally looking for richer, more unusual holiday experiences and admit that they use exercise to meet new people (27%) and explore new places from an alternative perspective (32%). Wanting to create unique memories (42%) and prove that they’re making the most of their holiday on social media (29%) also ranked highly.

Many holidaymakers are happy to give up top-notch food (42%), relaxing, (38%), and sightseeing (32%) to get their fitness fix on vacation. Fitness is now so ingrained in the holiday experience, demand for superior fitness experiences from hotels has also reached a new high. Fitness facilities (26%), personal training (20%), healthy menus (25%) and free wearable fitness tech (17%) all feature high on the hotel wish list.

Whilst men seek to take part in extreme physical activities on vacation, such as cross-fit (12%), beach boot-camp (12%) and wakeboarding (16%), a quarter (25%) of women are opting for holistic wellness holidays with meditation, yoga and tai chi topping the activacation agenda.

Isabelle Pinson, vice president, EMEA, from Hotels.com brand said, “There’s been a real evolution in holiday priorities and millennial travelers in particular now demand more from a trip. They want deals and perks when they book, like collecting a bonus night for every 10 nights stayed with Hotels.com Rewards, and fulfilling experiences where they see destinations from a fresh and unique perspective. Social media plays a key role too, as young travelers want to share their life with the touch of a button, and fitness is the latest trend they’re embracing and instagramming.”