How Group Travel Is Evolving

Travel is ever evolving, and that includes the group sector. And while some trends are relatively obvious to those in the industry, others are more subtle. Come along as we touch on a few trends many are saying are reshaping group travel as we know it.

1. A smaller, more intimate experience is largely preferred.

People are craving social connections with others—without getting overwhelmed. So while solo travel grows, so does the desire for smaller groups looking of like-minded folks looking to travel together. According to Contiki’s 2025 Voice of a Generation survey, 56.4% of respondents shared that their ideal group size would be between 8-12 people.

2. Keep things moving!

While going on vacation or traveling in itself is considered beneficial for one’s health, more travelers desire (and expect) physical movement to be incorporated into their itineraries. According to the Adventure Travel Trade Association’s 2025 Adventure Travel Market Sizing Report, 67% of international travelers say they’re “open to adventure,” which can include things like walking, hiking, cycling, cultural immersion, nature exploration, and more.

3. Rest and relaxation still matter.

While groups are excited to be on the move, they also expect to be able to balance that excitement with some downtime or specific activities aimed at recharging their batteries. Whether it’s something as simple starting their morning with a glass of green juice poolside or something more in-depth like wellness-focused retreats jam-packed with rejuvenating activities, today’s travelers are making the most of their time off. The American Express Travel 2025 Global Travel Trends Report found that 73% of respondents are planning vacations to improve their mental and physical health, while 60% of Gen Z travelers specifically seek out hotels that offer wellness services.

4. Media’s influence continues to grow stronger.

Does a trip to the setting of your favorite streaming show, movie, or book sound like a good destination for an upcoming itinerary? You’re not alone! Many travelers are inspired by the media they consume and are wanting to walk those same grounds themselves, whether it’s an old-world spot shown in a TikTok or a behind-the-scenes backlot tour inspired by a classic novel. According to Expedia Group’s Unpack ’26: The Trends in Travel™, interest in literary-themed travels is surging, with Pinterest searches for “book club retreat ideas” up by 265%.

5. Sustainable tourism is no longer preferred—it’s expected.

From companies that employ locals, to conservation of local wildlife, to avoiding over-run destinations, to participating in activities that give back to communities, and more, groups view these aspects of travel to be essential. Travelers are eager to see the world—but not at the expense of leaving it worse than they found it. Booking.com research found that globally in 2025, 93% of global travelers said they want to make more sustainable travel choices, and to some extent, have already done so.

Written by Sarah Suydam, Managing Editor for Groups Today.

This article originally appeared in the Mar/Apr ’26 issue of Groups Today.