The new luxury is reconnecting with nature

Most people don’t realize how overstimulated they are until they finally step away from the noise. As an executive at a hospitality brand that helps guests reconnect with nature, I see it all the time: Guests arrive tense and distracted, constantly checking their phones. But after just a day or two offline in nature, something shifts. You can see it in their posture, their breath, their pace.

They didn’t realize how much they needed to disconnect until they did.

It’s not just about screens, though screen time is a big part of it. It’s the entire rhythm of modern life—always on, always reacting. That’s why more people are rethinking what luxury really means. Luxury used to be defined by what you had: the highest thread count, the most high-end amenities, the most exclusive experience. Today, it’s increasingly becoming defined by what you don’t have: no packed schedules, no overflowing inbox, no constant stream of pings and notifications.

A RETURN TO NATURE

What people are seeking now is balance. Stillness. Simplicity. Families are carving out screen-free time together, in part because they’re worried about what nonstop digital input is doing to their kids. Professionals are looking for ways to reset and get grounded. Even a couple of nights in nature can help regulate your sleep, lower stress, and remind you how good it feels to actually be present.

Spending time outdoors plays a unique role in that reset. It’s not just about quiet—it’s a different kind of sensory input: fewer alerts, more birdsong. Less stimulation, more space to think.

Whether guests are staying steps from a national park or unwinding after a guided hike with a local naturalist, I’ve seen how nature-centered experiences can create the kind of mental clarity that more traditional hotel settings rarely offer. And there’s science to support it: Studies consistently show that exposure to green space reduces stress and anxiety. Surrounded by trees, sleeping under the stars, people’s nervous systems respond in ways that simply can’t be replicated by a hotel gym or meditation app.

THE POWER OF A TECH-FREE WEEKEND

A tech-free weekend in the woods used to be considered a rare indulgence or even an impossibility for professionals who couldn’t imagine fully disconnecting. Now, it’s something more and more people are actively prioritizing. Restoration has shifted from a fringe benefit of leisure time to the primary goal. And that’s reshaping not only how we design experiences, but also what we consider valuable in the first place.

I’ve had conversations with guests who arrive tightly wound from work, skeptical about unplugging—but after even one night under the stars, they describe a kind of clarity they say they haven’t felt in years. They tell me it’s the first time in months they’ve felt rested or truly present.

And this change isn’t just something I’ve noticed anecdotally—it’s backed by data. A recent trend report from Expedia found that travelers are increasingly seeking out destinations that allow them to relax and disconnect.. The Global Wellness Institute projects that wellness tourism will more than double by 2027, becoming a $1.4 trillion industry. Booking.com even named “disconnection travel” one of the defining trends for 2025.

It’s not hard to see why. Americans now spend more than seven hours a day in front of screens, and parents are more concerned than ever about their kids’ tech use. Even short breaks can make a difference: Stanford researchers have found that just 90 minutes in nature can significantly reduce stress-related brain activity.

This isn’t a fringe movement—it’s a fundamental change in how people want to spend their time, their money, and their attention.

Whether it’s a weekend outdoors, a wellness-focused retreat, or just space to be fully present, people are investing in experiences that offer real restoration instead of just another weekend escape. As this continues, it will redefine how businesses think about design, hospitality, and what it really means to serve people well.

FINAL THOUGHTS

For those of us in hospitality, this shift is already showing up in how we design experiences. It’s not about piling on more amenities—it’s about removing friction. People don’t want to spend hours planning or shopping for outdoor gear just to get a moment of peace. They want simplicity, accessibility, and spaces that make it easy to disconnect. That’s why hospitality brands that make nature more accessible are gaining traction.

This shift in mindset is evident in other industries, too. Workplaces are rethinking their environments to give people more mental space. Wellness brands are emphasizing recovery, not hustle. Even tech companies are experimenting with features that encourage people to log off.

The throughline is clear: We’ve reached a collective breaking point with burnout. The hospitality brands that will thrive in the coming years are the ones that create space—for balance, for clarity, for quiet reflection in nature. In a world that encourages us to be always “on,” choosing to unplug may be the biggest luxury of all.

Bryan Terzi is the chief commercial officer of AutoCamp Hospitality Group.