Although it's been smoldering under the surface for the past few years, “soft travel” is quietly undergoing a revolution and is poised to become one of the biggest travel trends of 2025.
Referred to as 'soft travel' in Hilton's annual trends report, it is driven by broader health and wellbeing trends that prioritize mental health, self-care, reflection and authentic experiences.
Leisure travel means embracing simplicity and spontaneity, and taking time to relax and recharge. Rather than being driven by obligations or checklists, Soft Travel allows your trip to unfold in the most relaxing and enriching way possible, as gently and slowly as possible.
But what does that mean for business travel? The idea of 'soft' business travel may seem contradictory (and counterproductive) to business owners, but Corporate Traveler South Africa's operations As manager Rategang Moroke points out, this can actually happen if you introduce elements of “soft travel” into your 2025 travel plans. Improve your business outcomes and deliver an unexpected advantage in the year ahead.
ROI from deceleration
“Soft travel is primarily positioned as a wellness trend, and there is no doubt that happy, well-rested travelers are more productive,” says Moloch. “But that's not all. For example, business travelers who have time to immerse themselves in local culture are likely to develop stronger customer relationships than those who are rushing between meetings.”
For Moroke, the typical characteristics of soft travel can actually bring real strategic benefits to a business.
Reduce travel pressure: Moloch says you can make better decisions and negotiate by intentionally building in downtime, rather than scheduling back-to-back meetings and making the most of every minute on the road. It has the potential to lead to success.
“When you rush from meeting to meeting, you collect information but you don't process it,” Moloch says. “Seemingly “empty'' moments during work, such as an hour of coffee, a morning walk, or a quiet train journey, often allow our minds to connect the dots and come up with the best solution. This is the moment to bring it out. The most valuable insights often come not in the boardroom, but in these quiet spaces. ”
Immerse yourself in the local culture: Soft travel is all about embracing the experience, and giving executives time to fully understand local markets and business practices can potentially lead to stronger partnerships in the future. There is.
Focus on wellness and self-care: Soft travel often incorporates wellness activities such as yoga, meditation, and spa treatments. These activities are designed to reduce stress, improve physical health, and increase mental clarity and emotional calm, all of which are essential for peak performance.
Environmentally responsible practices: Commitment to a healthier lifestyle goes hand in hand with soft travel. For example, embracing a slower pace, choosing local and seasonal produce, supporting the local economy, and minimizing your destination's environmental impact. It's better if this supports your business's values and ethos, as it helps build a strong and responsible company culture.
Inclusivity and Accessibility: At the heart of Soft Travel is providing an easy and stress-free travel experience. This is important for both neurodiverse staff and team members with disabilities, as it involves creating a travel experience that is accessible and comfortable for everyone, regardless of their needs or abilities.
Measuring the success of “softer” travel
Before dismissing the idea of soft business travel, Moloch says teams may need to take a closer look at how they measure the success of business travel. For example:
Move from “number of contacts” to measuring the depth and length of the relationship. Track repeat business and referrals that result from deeper business relationships. Measure the quality of local market information collected during “slow” travel. Evaluate deal success by comparing itineraries with consecutive appointments to itineraries with intentionally paced meetings. Measure the quality of decisions and insights gained during more unstructured time travel. Compare traditional and soft travel approaches to assess employee well-being, including stress levels and talent retention.
Tips for a “softer” business trip
Importantly, Moloch says a few “soft” adjustments are all it takes to achieve great results on stressful, high-pressure travel.
Choose your accommodation carefully. Chat with your travel manager or travel management company (TMC) about your hotel with a soft touch. The spa, swimming pool and sleep menu all make a huge difference. It's an added plus if your accommodation can offer excursions and tours that maximize your downtime.
Create moments of calm while on the road: Nothing adds to the stress of traveling more than running through the airport for a layover. Make sure you have enough “buffer” time during your trip to catch your breath and avoid problems.
Build in intentional downtime: Ask your TMC to negotiate early check-in or late check-out, add an extra day or two of leisure time, or ensure downtime between meetings. This improves decision making. For information retention and problem solving!
We make the entire booking process as seamless and easy as possible. A clunky booking platform can give your trip a stressful start. Make sure the booking process is quick and easy, and allows for flexibility and spontaneity (in other words, making changes to your trip without any hassle or cost).
Make travelers feel relaxed and in control: Ultimately, travelers want to keep things as simple as possible. The app and travel wallet give you all the information you need at your fingertips, and after-hours travel support gives you peace of mind in an emergency.
“Our research shows that one-third of decision makers expect their travel volume to increase next year,” Moloch said. “Managing travel demands is critical, especially when it comes to protecting the health and mental well-being of your team. Fortunately, soft travel can have surprising benefits.”
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