81% of Travelers Choose Destinations Based on Desired Emotions

According to Booking.com, 81% of respondents chose their destination based on how they wanted to feel, rather than the name of the place. This trend could change the way people search for accommodations and activities, prioritizing tempo, natural environment, and type of experience. Personalization raises the question of data sharing, with 76% of Gen Z respondents willing to share their emotional state or digital device data for tailored recommendations.

The survey found that 77% of respondents are interested in taking a vacation where they would do something completely out of character, while 67% want their next trip to be a surprise in some way. This trend could increase the importance of less well-known activities and programs that allow guests to deviate from standard itineraries.

The survey also found that 56% of respondents chose a travel companion based on their ability to find good deals and experiences at a reasonable price, and 61% of parents are interested in traveling without children to spend more money on their own needs and activities.