Unlock the secret to meaningful travel: discover why your next trip should be a 'whycation'

As global travel trends evolve, a compelling shift is taking place in how people approach their journeys.

The focus is no longer merely on destinations but on the underlying reasons that inspire them to travel.

According to Hilton’s newly released 2026 Trends Report, “whycations” are on the rise - a concept emphasising travel shaped by emotional motivations like the yearning to reconnect, rest, and engage in meaningful experiences.

This change marks a transition from the previous “more is more” mentality to a more intentional travel experience that reflects individual values and passions.

Within the South African context, this trend resonates profoundly as many locals embark on trips for deeper motivations rather than ticking off bucket-list items.

“Travel has always meant a bit more than ticking off bucket-list destinations for South Africans,” highlights Antoinette Turner, general manager of Flight Centre South Africa, as she emphasises this evolution in travel motivations.

Here’s a closer look at the top three reasons driving whycations for South African travellers, according to the agency's recent survey.

Nature calls - escaping into the outdoors

Sixty seven percent of South African travellers say their biggest reason for getting away is to soak up nature and experience the great outdoors, and it's no surprise.

The allure of fresh air and tranquil environments is unmatched.

Local favourite places such as Cape Town, George and Mbombela encapsulate this beauty, yet the options stretch further abroad.

The palm-fringed beaches of Mauritius and the breathtaking landscapes of Auckland are also excellent choices for those seeking to immerse themselves in nature’s wonders.

“South Africans are outdoorsy by default, so nature is often our go-to reset button, whether it’s a hike up Lion’s Head or chasing the Big Five. It’s clear that the appeal of the great outdoors remains a powerful motivator for many," said Turner.

The family and friendship factor

In today’s fast-paced world, the importance of quality time spent with loved ones has never been more pronounced.

A significant 66% of travellers cite visiting partners and family as a key reason for their journey.

The allure of reconnecting with friends and family members scattered across continents perpetuates the desire to travel, with destinations like London, Australia, and Harare being popular choices.

Moreover, local cities such as Johannesburg and Gqeberha continue to serve as central hubs for family gatherings and milestone celebrations, ensuring that the joy of togetherness remains at the forefront of travel motivations.

Chasing calm and recharging

In a world that rarely pauses, it’s understandable that 65% of South Africans seek travel as an opportunity to unwind and relieve stress.

Whether it’s indulging in a luxurious hammam in Mauritius or enjoying a leisurely afternoon at a Parisian sidewalk café, the pursuit of tranquillity is universal.

Thankfully, this sense of calm is not exclusive to international getaways; local options abound, from rejuvenating spa treatments in the picturesque Winelands to serene days at Sun City.

“Sometimes the most pressing item on your itinerary should be … nothing. A proper recharge should never be underrated," notes Turner. 

A whycation, therefore, is not solely about the destination but about returning home with a clearer mind and perhaps a lighter emotional load.