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Many Americans are “snowbird” travelers who flock to warm destinations during the winter months — but “glowbirding” has certain travelers seeking more than just sunny skies.
The latest trend has captured the attention of younger generations, with members of Gen-Z booking trips that emphasize wellness and physical activities.
Connor Smith, a vice president at IHG Hotels & Resorts, told Fox News Digital that younger travelers “are also tired of the cold.”
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“Having lived in the Northeast growing up, I get where they’re coming from,” said Smith.
“But escaping the cold isn’t just about finding warmer weather. It’s also a way to manage seasonal affective disorder (SAD).”
Smith added, “At IHG Hotels & Resorts, we’ve seen more guests incorporating wellness into their travels – whether it’s to feed the mind, body or spirit.”
Gabby Beckford, a Gen Z content creator at @PacksLight, shared in a VRBO press release, “My generation values experiences, and we’re all about mental wellness.”
She also said, “Escaping the cold isn’t just about finding warmer weather — it’s been key in managing my seasonal depression … Plus, being in places where I can stay active outdoors all year round keeps me physically fit and mentally sharp.”
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“Glowbird” season starts in January, just after the holiday rush.
It lasts through most of March, said the release.
McKinsey’s Future of Wellness 2023 survey indicated that 56% of U.S. Gen Z-ers consider in-person fitness a very high priority.
The survey also found that millennials and Gen Z consumers are spending more on health and wellness than members of any other generation.
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About 40% of Gen Z-ers purchase health products, while some 20% seek mindfulness products.
“To meet our guests where they’re at, we have a variety of amenities and partnerships that make it easier to keep up routines on the road,” said Smith.
He shared that all Kimpton hotels offer a yoga mat in-room and complimentary bike rentals.
Amenities such as the “Borrow the Sun” program are available at participating IHG hotels; guests can benefit from in-room sun lamps to lift their moods.
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“We hope to see these glowbirds in destinations like Texas, Arizona and California,” said Smith.
“Transformative travel” is another trend targeting more wellness-focused trips, with people seeking peace and quiet.
The trend has travelers seeking an escape from the busyness of their everyday lives.
They reportedly want to spend their vacations in a more relaxed setting — allowing time for silence, thoughtfulness and introspection.