A subtle yet significant transformation is redefining the way we approach travel in 2025, particularly in the realm of business excursions.
Dubbed “soft travel” in Hilton's latest Annual Trends Report, this paradigm shift is gaining traction, driven by a mounting focus on health and wellbeing, mental health prioritisation, and the search for authentic experiences.
At its heart, soft travel is about embracing simplicity and spontaneity. It flips the conventional travel script by prioritising relaxation and personal enrichment over rigid checklists and obligatory agendas.
While this approach appears to be more suited for leisure, experts increasingly argue that integrating soft travel elements into business itineraries could unearth tangible advantages for organisations.
Rategang Moroke, Operations Manager at Corporate Traveller South Africa, champions the benefits of a softer approach to business travel.
“Soft travel is primarily seen as a wellness trend, and there’s no doubt that happy, well-rested travellers are more productive,” Moroke asserts. “However, it goes beyond mere productivity. The key lies in allowing time for real engagement and immersion.”
The ROI of slowing down
Moroke emphasises that less rigid itineraries can lead to improved outcomes.
“By purposefully building downtime into the travel schedule, business travellers have the opportunity to process information, reflect, and even foster deeper relationships with clients,” she explains.
The stark contrast to traditional travel, characterised by back-to-back meetings and barely a moment to breathe, becomes clear as the merits of soft travel come to light.
Key benefits include:
Reduced itinerary pressure: Travellers can engage in richer decision-making and more fruitful negotiations when they possess the space to think, rather than racing between commitments.
Immersion in local culture: Giving executives the opportunity to understand local customs fosters stronger partnerships, positing soft travel as a strategic business advantage.
Focus on wellness and self-care: Activities like yoga and meditation integrated into travel plans improve both mental and physical health, essential for peak performance.
Eco-conscious practices: A commitment to sustainability aligns with soft travel, promoting local economies while minimising environmental impact.
Inclusivity and accessibility: Soft travel creates relaxing, stress-free experiences for all, ensuring inclusivity for neurodiverse travellers and those with disabilities.
Rethinking success measurement
However, adopting a soft travel approach demands a re-evaluation of how the success of business trips is measured.
Moroke suggests shifting focus from traditional metrics, such as the number of meetings attended, to more qualitative measures, including the depth of relationships developed.
Suggested metrics include:
- Depth and longevity of business relationships rather than mere contacts made.
- Tracking repeat business and referrals originating from deeper partnerships.
- Evaluating local market intelligence gathered during less-structured trips.
- Comparing deal success rates between tightly packed itineraries and those purposefully paced.
- Assessing insights and decision quality from trips with built-in downtime.
- Measuring employee wellbeing and stress levels in relation to both travel approaches.
Practical tips for a softer business trip
To seamlessly incorporate soft travel elements into upcoming business trips, Moroke suggests several practical adjustments:
Choose your accommodation thoughtfully: Look for hotels that nurture relaxation, offering amenities like spas and sleep menus.
Create moments of calm in transit: Ensure enough buffer time for connections to minimise stress at airports.
Build in deliberate downtime: Negotiate for early check-ins or later check-outs to enhance your decision-making capacity.
Streamline the booking process: Utilise efficient platforms to avoid the stress of cumbersome planning.
Ensure relaxation and control: Offer travellers tools like apps that consolidate all travel information for easy access.
As Moroke highlights, “A third of decision-makers anticipate an increase in travel next year.
“Thus, managing the demands associated with business travel, particularly the health and mental wellbeing of your team, is paramount. Embracing soft travel can yield surprising rewards.”