Meanwhile, Blue Sail’s own Project 18-40 research into the travel motivations and behaviours of younger travellers in the UK conducted in partnership with 56 Degree Insight, revealed that when it comes to wellness tourism younger people aren’t just thinking of physical health; three-quarters of 18-40-year-olds believe that taking a holiday or short break is essential for their mental health and wellbeing.
And it’s no wonder – according to Mental Health UK’s Burnout Report 2025, 35% of 18-24-year-olds and 29% of 25-34-year-olds needed time off work in the past year due to stress-related mental health issues and it’s been reported by the Mental Health Foundation that anxiety levels are highest among 18 to 34-year-olds.
Wellness in the Broadest Sense
Our Project 18-40 research shows that for today’s younger travellers short breaks and holidays offer a vital escape from daily stress—a chance to reset, recharge, and reconnect with friends and family. And they are actively seeking wellbeing benefits through a diverse range of experiences, from relaxation in nature and active outdoor pursuits to luxurious indulgence and learning new skills.
We examined four of our key UK 18-40 segments, together accounting for 59% of the 18-40 demographic, and found that wellness tourism motivations vary significantly by segment:
Affluent Globetrotters
- Seek indulgent yet meaningful experiences.
- Are motivated by discovering something new, treating themselves to luxury, exploring new destinations, learning about history, and spending time in nature.
Inspiration Seekers & Ethical Trailblazers
- Prioritise rest, relaxation, and escaping the everyday.
- Highly conscious of both physical and emotional wellbeing.
- Enjoy active experiences, spending time in nature, and learning new skills.
- Ethical Trailblazers in particular are drawn to purpose-driven travel aligned with their values, including engaging with local communities and volunteering.
Pragmatic Staycationers
- Place most value time with loved ones and scenic surroundings.
- Simple rest and relaxation are their top priorities.
- Prefer familiar destinations and often return to their favourite places.
How can Destinations and Businesses Respond?
The data highlights that there is an opportunity for all kinds of tourism destinations to attract younger visitors seeking wellbeing benefits from their UK breaks.
Our Advice:
✅ Ditch the one-size-fits-all approach to ‘wellness’– Customise product development and marketing to align with what different segments are seeking.
✅ Leverage local assets – Create authentic wellness experiences inspired by local landscapes, architecture, culture, and cuisine.
✅ Embrace sustainability – Ethical Trailblazers demand it, and the broader market values it – help your visitors to feel good about feeling good.
✅ Use visual storytelling – Social media is a key source of inspiration for this audience so use it to showcase real experiences that evoke calm, joy, and inspiration through engaging imagery and storytelling.
Is your destination ready to attract health-conscious younger travellers?
Our research unearthed a wealth of in-depth information on these segments which can help in developing products and messaging that resonate with them.
If you’re interested in learning more about how to attract these segments or want to know more about Project 18-40, do get in touch.
We’d love to chat about how we might support you.