Saturday, September 7, 2024 Paris, long celebrated as the ultimate romantic destination, has been dethroned. A recent survey of 2,000 Americans revealed that Maui, Hawaii, has now claimed the top spot as the most romantic travel destination, with 34% of respondents choosing it over Paris, which garnered 33% of the votes. This shift highlights changing preferences in the travel industry, where scenic, nature-filled locales are becoming more appealing to couples than urban destinations steeped in history.
Conducted by Talker Research in partnership with Funjet Vacations, the survey also revealed that while many still hold Paris close to their hearts, other scenic destinations like Rome, Italy (29%) and Santorini, Greece (11%) have proven to be equally alluring. In addition to these well-known spots, beachy and tropical locations such as Cancun, Mexico (19%), Costa Rica (13%), and the British Virgin Islands (12%) are gaining traction as prime spots for romantic getaways. One of the most surprising revelations from the survey was the growing popularity of smaller or lesser-known destinations as romantic hotspots.
A majority of respondents (69%) believe that hidden or more remote places are often more romantic than well-known locations. This trend toward discovering off-the-beaten-path locations aligns with the modern traveler’s desire for authentic, intimate experiences. Travelers are increasingly seeking out quieter spots where they can connect more deeply with their partners, away from the hustle and bustle of popular tourist destinations.
The allure of these lesser-known spots is rooted in their ability to offer unique, private experiences that larger, more crowded cities may lack. For couples hoping to bond and spend quality time together, quiet destinations provide the perfect atmosphere to rekindle romance. According to the survey, 45% of respondents said that smaller destinations set a better mood for intimacy, and an equal number believe these spots are ideal for deepening their connection with their partners.
The survey also highlighted a trend that could have a lasting impact on the tourism and travel industry: spontaneity. Nearly half of the respondents (50%) said they found spontaneous trips with their partners more romantic than those that were meticulously planned in advance. In fact, 72% of respondents agree that spontaneous trips are “sexy,” making last-minute travel decisions a growing trend for couples.
For travel companies and tour operators, this means there is an opportunity to cater to spontaneous travelers by offering flexible booking options and personalized itineraries that prioritize romance and relaxation. Vacationing with a partner is widely seen as a meaningful relationship milestone, with three-quarters of those surveyed considering it a serious step in a relationship. On average, respondents believe that couples should be together for about a year before embarking on their first trip, but 42% would do so before reaching that benchmark.
For travel marketers, this insight presents an opportunity to craft experiences that cater to both new and long-term couples, offering everything from honeymoon packages to romantic escapes for those celebrating anniversaries or relationship milestones. The survey also underscored the idea that travel can bring out a person’s romantic side. Participants reported feeling 62% more romantic when they’re on vacation than in their everyday lives, which further emphasizes the importance of vacation as a way for couples to reconnect and escape their daily routines.
Funjet Vacations’ vice president of marketing, Dana Studebaker, remarked that all-inclusive resorts are a perfect way to achieve this, as they offer couples a stress-free environment where they can focus solely on each other without the distractions of daily life. An interesting concept that emerged from the survey is the idea of “cuffing season”—the period from October to mid-February, where many individuals focus on finding or maintaining relationships due to the colder weather. Around 22% of respondents believe this is the best time to travel with a partner, and nearly one-third of singles are hopeful they’ll find someone to travel with during this time.
The idea of taking a romantic trip during cuffing season is becoming more popular, with 31% of respondents planning to travel with a partner during these months, whether or not they are currently in a serious relationship. The trend towards travel during cuffing season presents an opportunity for airlines, hotels, and tour operators to market vacation packages that emphasize bonding and connection. Activities like sunset walks on the beach, wine tastings, and even yoga classes are seen as ideal for helping couples deepen their relationships.
Funjet Vacations’ global head of consumer business, Michael Lowery, mentioned that all-inclusive resorts make these kinds of experiences even more accessible, as they offer activities that promote bonding at no extra charge. This shift from Paris to more tropical and scenic destinations like Maui reflects a broader trend in the global travel industry, where couples are opting for experiences that allow for relaxation, adventure, and intimacy. For travel companies, the rise in demand for romantic getaways to less traditional spots means there is a growing market for curated, experiential travel packages that cater specifically to couples.
As travelers continue to seek out both hidden gems and spontaneous trips, the industry must adapt by offering flexible, on-demand booking options that make it easy for couples to plan last-minute getaways. Additionally, as more travelers embrace the idea of combining romance with adventure, destinations known for their natural beauty, such as Maui, Costa Rica, and the British Virgin Islands, may see a boost in tourist arrivals..
