A growing number of young British travelers are prioritizing holidays designed to relieve stress and improve mental well-being, according to a new global survey by travel and experiences platform Klook.
The study, titled “Travel Pulse,” surveyed over 7,000 respondents across 13 markets—including the UK, Thailand, Singapore, Hong Kong, Japan, and Australia—and found that more than half of Millennials (Gen Y) and Gen Z are booking travel specifically to recharge before returning to work or study commitments.
Among the key findings, 48% of respondents reported feeling happier and more optimistic after a trip—whether a brief domestic getaway or a more extended international excursion—allowing them to resume their routines with renewed energy.
Popular Destinations and Experiences
The survey highlighted that Gen Y and Z travelers from Thailand are particularly enthusiastic, with a 25% increase in travel and activity bookings. Japan, China, Hong Kong, South Korea, and Vietnam were listed as the top five dream destinations for this group.
Aside from destination preferences, the report noted that younger Thai travelers are drawn to a range of experiences, including visits to iconic landmarks, shopping, and attending shows or exhibitions.
Drivers Behind the Travel Boom
The surge in demand for travel among younger generations is attributed to four main factors:
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Mental Health Benefits: Many travelers view holidays as a form of therapy, using them to escape daily stress and support emotional well-being.
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Desire for Meaningful Experiences: There is growing interest in travel that offers personal growth and cultural enrichment.
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Influence of Social Media: Digital platforms continue to shape travel trends and inspire destination choices.
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Value for Money: Travelers are increasingly seeking cost-effective yet fulfilling trips.
A Shift in Travel Philosophy
Klook’s Global Vice President of Marketing, Marcus Yong, emphasized that today’s young travelers view experiences not just as leisure activities, but as tools for self-reflection and personal development.
“In an increasingly uncertain world, people are looking for ways to reconnect with themselves,” Yong said. “That’s why we launched our ‘The Best You’ campaign.”
Marie Kondo Joins the Journey
As part of the campaign, Klook has partnered with Marie Kondo, the globally recognized organization expert known for her Netflix series Tidying Up with Marie Kondo and her “spark joy” philosophy. The collaboration aims to motivate travelers to pursue happiness and clarity through curated experiences, both at home and abroad.
By combining purposeful travel with a focus on mental wellness, Klook hopes to empower a new generation of globetrotters to seek not just adventure, but inner balance.
