The era of the jam-packed itinerary may finally be over. A new report from UK travel marketers Lemongrass suggests that travelers are turning away from the relentless pursuit of seeing and doing it all. Instead, they are embracing what the report calls "anti-optimisation," a conscious rejection of the hustle culture that has crept into our vacations.
For years, we have been told to maximize every minute of our hard-earned time off. Fitness trackers, productivity apps, and the fear of missing out have turned holidays into performance. But Lemongrass's annual travel trends report argues that people are tired of this pressure. They no longer aspire to return home transformed, but truly rested. The message for the travel industry is clear: simplify itineraries, stay longer in fewer places, and allow more unstructured time.
Josh Elliott, managing director of a Zimbabwean lodge, puts it bluntly: "Travel has begun to confuse movement with experience. A country is not understood through six lodges in ten days." This sentiment echoes a growing desire for depth over breadth. Travelers are seeking a "depth list" rather than a bucket list, exploring places, people, and cultures with genuine engagement. The rise of long-form podcasts and book clubs reflects this appetite for ideas and intellectual capital.
Wellness is also getting a makeover. The report says the pursuit of maximum wellness can become a source of "cognitive stress." Instead, travelers are turning to passive wellness, or nervous system health, achieved through architecture, atmosphere, and the simple experience of a place. Biophilic design, which connects people with nature, is part of this shift. Think of a hotel room with a view of a forest, or a spa that uses natural materials and light, rather than a packed schedule of treatments.
Another trend is the "male reset," producing getaways where men can rediscover and redefine masculinity through breathwork, bushcraft, and community-centric emotional support. These are not just adventure trips, but opportunities for connection and reflection.
Sustainability is evolving too. Travelers are drawn to "adapted destinations," places that understand their local vulnerabilities and adapt accordingly. This goes beyond the "coolcation" to active stewardship and coordinated efforts from all stakeholders. There is also a new appreciation for experiences that require effort and engagement, a yearning for uncurated moments and unengineered encounters. This "earned travel" is about the journey, not just the destination.
Citizen science is on the rise, with travelers participating in nature logging projects and field research. But the report warns that without certified schemes and academic toolkits, these offers could be seen as greenwashing. The key is to ensure that these experiences are genuine and impactful.
Ultimately, the report sees a future defined by joy and connection. Travelers crave play, hope, and restoration, seeking genuine human interactions over luxury. This doesn't mean consumption disappears, but it becomes more intentional. People might trade off a luxury hotel for a train journey, which offers comfort, flexibility, scenery, and sustainability all at once. As the report concludes, the future of travel will be shaped by the interplay of these forces, and by brands that understand those connections.
For those planning their next getaway, the takeaway is simple: slow down, go deeper, and prioritize rest. As Brits get smarter about their holidays, the smartest move might be to do less. And if you are looking for a place to start, consider a racecation that focuses on the experience, not the clock. Or perhaps plan a trip that lets you simply watch the world go by from a café terrace. After all, the best travel might be the kind that leaves you feeling rested, not exhausted.
