W
hat do travelers really want from their vacations (particularly Gen Z and Millennials, who are quickly surpassing older generations in terms of travel spending)? Many of them are seeking a classic vacation experience, focused on relaxation, family bonding, or adventure. But today, a growing percentage of younger travelers are seeking journeys that enhance their sense of meaning, connection, and spirituality.
Cultural and spiritual travel often focuses on religious destinations, like ancient churches or sacred sites. This type of tourism isn’t just about religion, though — personal growth, cultural exploration, and health and wellness are all paramount for this group. In the digital age, young people are yearning for experiences that allow them to access deeper emotions and new self-discoveries. “Travelers, especially Millennial and Gen Z, are motivated to book thoughtful, meaningful trips this year,” says Audrey Hendley, President of American Express Travel, in the company’s 2025 travel trends report.
Even if your property doesn’t seem like an obvious fit for cultural and spiritual travel, you might be missing innovative ways to bring those qualities and offerings to the forefront of your marketing presence. Here are five strategies for highlighting and promoting the cultural and spiritual experiences available at your hotel, resort, or destination.
1. Create Wellness Packages
Tap into your existing resources to build a full immersion experience centered around health, wellness, and deep relaxation. Your package can include treatments at your on-site spa or a local day spa, wellness services such as Ayurvedic treatments or yoga therapy, and guided mindfulness walks on the beach or through your gardens.
Once defined, promote your wellness package on your social media channels in creative ways — like a mini guided meditation video shot on your iPhone or high-quality imagery of products featured in your spa. Make sure to feature your new offering prominently on your website’s special offers page. You can also craft an email campaign for former guests that shares offer details.
2. Put the Focus on Nature
Research shows that experiences of awe enhance mental and physical health, and the most awe-inspiring gifts tend to come from a connection with nature. As Ralph Waldo Emerson wrote, “In the woods, we return to reason and faith.”
To attract spiritual travelers seeking this type of transcendent experience, highlight the natural beauty of your property or a nearby destination (think: scenic trails, ponds, and green areas). Invest in high-quality videos and imagery for your website and social media — oceanside or mountain views with dramatic lighting, textural black-and-white photos, or panoramas of striking natural attractions.
3. Host Spiritual Retreats
If you don’t have what you need for a spiritual travel experience on-site, consider finding those resources locally and bringing them to your property. Connect with yoga and meditation teachers, personal growth speakers, and writing or art teachers who can craft a retreat customized to your destination and your demographic.
Then, target that demographic through social media, email campaigns, and blog posts, and collaborate with the retreat or workshop presenter to cross-promote and reshare content with their followers. Create urgency around registration by sending reminders that highlight the unique nature of the event and emphasize the limited capacity for participants.
4. Partner with Local Cultural and Environmental Organizations
Environmental and cultural experiences are high on the list for spiritual travelers. Reach out to organizations in your area that would welcome partnerships to increase their visibility and support network, such as organic farms, museums, heritage preservation groups, and cultural societies. They can offer a range of experiences for your guests, from guided tours and artisan workshops to traditional performances.
To market these cultural vacations, collaborate on promotional strategies with the participating organizations. This might take the form of social media content, email campaigns to both audience lists, and outreach to nationwide interest groups that may be drawn to your specific offering.
5. Offer Tranquil Immersions
When it comes to spiritual travel, sometimes the most powerful experience is about connecting with yourself. To craft and market immersive interior journeys, highlight the tranquility and privacy of your location — maybe it’s the perfect place for a beachfront morning yoga class or a peaceful afternoon meditation session in the garden.
Consider adding on quiet hours, secluded room options, and guided mindfulness walks to support guests’ desire to journey within themselves. You could also work with a travel influencer who aligns with your brand’s style and focuses on cultural and spiritual travel.
Want to revamp your marketing strategy to appeal to younger, experience-seeking travelers? As seasoned hospitality marketers, we can help! Reach out to our content marketing team — we’ll work with you to craft an effective strategy tailored to your property.