The City of Love has been dethroned. Paris, long considered the ultimate romantic destination, has been overtaken by Maui, Hawaii, according to a recent survey of 2,000 Americans. The survey, conducted by Talker Research in partnership with Funjet Vacations, revealed that 34% of respondents chose Maui as their top romantic travel destination, edging out Paris with 33% of the votes.
This shift highlights a broader trend in the travel industry: couples are increasingly drawn to scenic, nature-filled destinations over urban, historical locations. While Paris still holds a special place in many hearts, other picturesque destinations like Rome, Italy (29%) and Santorini, Greece (11%) are gaining popularity as well. Beachy and tropical locations like Cancun, Mexico (19%), Costa Rica (13%), and the British Virgin Islands (12%) are also experiencing a surge in popularity for romantic getaways.
The survey also revealed a growing fascination with hidden gems and off-the-beaten-path destinations. A majority of respondents (69%) believe that these hidden or more remote places offer a more romantic experience than well-known tourist destinations. This trend aligns with the modern traveler’s desire for authentic, intimate experiences. Travelers are seeking quieter spots to connect more deeply with their partners, away from the hustle and bustle of popular tourist attractions.
The appeal of these lesser-known destinations lies in their ability to offer unique, private experiences that larger, more crowded cities often lack. For couples seeking quality time and bonding experiences, these quiet destinations provide the perfect backdrop for rekindling romance. The survey found that 45% of respondents believe smaller destinations set a better mood for intimacy, and an equal number feel these spots are ideal for deepening their connection with their partners.
Another significant trend emerging from the survey is the increasing desire for spontaneous travel. Nearly half of the respondents (50%) found spontaneous trips with their partners more romantic than meticulously planned trips. In fact, 72% of respondents agree that spontaneous trips are “sexy,” making last-minute travel decisions a growing trend for couples. This shift presents an opportunity for travel companies and tour operators to cater to spontaneous travelers by offering flexible booking options and personalized itineraries that prioritize romance and relaxation.
The survey also revealed the importance of romantic travel as a relationship milestone. Three-quarters of those surveyed consider a vacation with a partner a serious step in a relationship. On average, respondents believe couples should be together for about a year before embarking on their first trip together, but 42% would do so before reaching that benchmark. This insight presents an opportunity for travel marketers 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 underscores 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, highlighting 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, offering 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 increasingly popular, with 31% of respondents planning to travel with a partner during these months, whether or not they are currently in a serious relationship.
This 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.
The shift from Paris to more tropical and scenic destinations like Maui reflects a broader trend in the global travel industry. 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.
