The Next Big Travel Trend Is Hiding

For the last decade, travel has been about one thing: flexing.

• Post the infinity pool.

• Tag the five-star chef.

• Make sure everyone knows you’re “living your best life.”

But the cultural tide is shifting.

Travel Shame Is Real

We’ve entered an era where travelers feel guilty about being seen. Climate anxiety, economic inequality, and social media shaming are rewriting how people travel and what they share about it.

• 57% of travelers say sustainability now factors into their booking decisions (Booking.com, 2024).

• 72% of Gen Z travelers say they avoid destinations perceived as overtouristed (Expedia Trends, 2025).

• And the kicker: 1 in 3 travelers under 35 say they deliberately avoid posting vacation photos online (Destination Analysts, 2025).

We are officially witnessing the rise of the “Stay Small” traveler.

What Does “Stay Small” Look Like?

These travelers are:

• Booking tiny cabins or off-grid homes with no Wi‑Fi.

• Picking small towns and lesser-known regions, places that often don’t even have hashtags.

• Choosing wellness retreats and properties with explicit no social media policies.

• Avoiding crowded resorts and big-chain hotels that scream, “This cost money!”

They’re not avoiding travel; they’re avoiding being seen traveling.

What Does That Mean for Vacation Rentals?

On paper, short-term rentals (STRs) are in the sweet spot. They already offer privacy, individuality, and a way to escape big-hotel energy.

But let’s be honest: STR culture has its own baggage.

• The “Airbnb horror story” headlines.

• The seven-property flex posts about “passive income” empires.

• Tension with neighborhoods and local governments about overtourism.

If STR operators and destinations pivot from hustle culture to hideaway culture, they win.

• Focus on privacy, safety, and disappearing well.

• Emphasize local connection and low-profile experiences.

• Market to people who want to unplug and avoid the digital paper trail.

Why Destinations Should Care

Traditional destination marketing thrives on shareable moments — Instagrammable murals, trendy restaurants, pop-up installations designed for selfies. But if 30%+ of your audience is deliberately not sharing, your playbook needs an update.

This doesn’t mean stop marketing. It means:

• Double down on experiences travelers can’t find on Pinterest.

• Highlight privacy and peace alongside culture and connection.

• Make it easy for visitors to feel invisible in a good way.

The Bottom Line

The next big travel trend isn’t a TikTok filter or a VR headset. It’s hiding. It’s choosing small, quiet, and untagged over big, loud, and broadcast.

And vacation rentals? They’re uniquely positioned to host this movement — if they shed the flex culture and lean into what travelers want now: to feel unseen, safe, and small in all the best ways.

In the era of travel shame, the flex isn’t what you show, it’s what you keep to yourself.

xo, 🖤 Jenn