New research reveals how guilt, wellness and financial tradeoffs influence travel behavior and what it means for hospitality marketers

NEW YORK CITY, NY / ACCESS Newswire / November 11, 2025 / As one of the nation's leading independent advertising, marketing and PR agencies specializing in travel and tourism for more than 40 years, Mower has released proprietary research uncovering how emotions-not just economics-are driving Americans' travel decisions.

Titled The Cost of Escape: How Emotions and Economics Shape Modern Travel, the study reveals that nearly half (48%) of U.S. travelers view leisure travel as essential to their mental health, even as guilt, budget strain and representation gaps complicate the decision to book.

Drawing from a national survey of 1,200 U.S. leisure travelers, The Cost of Escape explores how the "emotional return on investment" now rivals financial cost when travelers evaluate a getaway. The findings offer actionable guidance for hotels, resorts, destinations and travel marketers looking to convert hesitation into bookings in 2026 and beyond.

Key Findings:

• Travel is emotional: 48% of travelers say leisure travel is essential to their wellbeing, with parents and caregivers (50%) and Gen Z (56%) reporting the highest levels of burnout-related motivation.

• Guilt is a barrier: 38% overall-and 55% of Gen Z-feel guilty spending on leisure travel, often citing professional or financial pressures.

• Sacrifices are common: Nearly half of Americans cut back on dining out to afford a trip, while others trim entertainment, shopping, or daily indulgences like coffee.

• Representation still lags: 39% of travelers say they don't see themselves reflected in travel marketing, with this gap most pronounced among LGBTQ+, low-income and racially diverse travelers.

• Emotions drive bookings: While 57% say deals spark action, half of parents and caregivers book earlier than planned due to stress or burnout- a reminder that emotion, not just price, moves the needle.

Implications for Marketers

"The Cost of Escape" offers practical guidance for brands to turn traveler hesitation into action by:

• Positioning travel as a mental health investment, not a splurge

• Designing campaigns that reflect real-life tradeoffs and diverse audiences

• Prioritizing comfort, authenticity and connection over traditional luxury tropes

"People aren't just calculating dollars, they're weighing guilt, stress and whether a trip will be worth it," said Trish Nugent, Senior Vice President and Head of Public Relations & Public Affairs at Mower. "This research helps travel brands meet travelers where they are, emotionally and economically, and position their offerings as essential self-care, not indulgence. When brands speak to what travelers are truly feeling, they stop selling trips and start building trust, and that's what drives long-term loyalty."

The full study, The Cost of Escape: How Emotions and Economics Shape Modern Travel, is available for download at www.mower.com/the-cost-of-escape-how-emotions-and-economics-shape-modern-travel/.

Methodology: Findings are based on a nationally representative online survey of 1,200 U.S. adults who travel for leisure, fielded in August 2025.

About Mower

Mower is a 100% employee-owned, Women's Business Enterprise National Council-certified, digitally integrated independent marketing, advertising and public relations agency. Mower has professional staff in 18 cities throughout the U.S. With the mission of Making Fierce Friends® between brands, customers and stakeholders, Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors, including B2B, Energy & Sustainability, Healthcare, Financial Services and Travel & Tourism. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service independent agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks-thenetworkone and IPREX-as well as the 4A's.

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Contact:
Jamie Scalici
Mower
212-980-9194
jscalici@mower.com

SOURCE: Mower