Off-grid over tried-and-tested

"More and more of our travellers, especially the anti-Instagram brigade, are turning away from overcrowded hotspots that rarely live up to their over-filtered, uncluttered online image," says Nick Pulley, founder of tour operator Selective Asia. The result is that off-grid destinations are on the rise, with interest growing in places like Toledo in Spain, Brandenburg in Germany, and, for the more adventurous, Iraq. In the UK, the trend is steering people away from prime tourism counties such as the Cotswolds and Cornwall towards lesser-visited areas like Northumberland, Wales and Somerset, according to a report by Lemongrass. Hilton's trend research also identifies a rise in curiosity-led travel, noting that Brits in particular are seeking personal growth and exploration, even at the expense of work. There's a growing appetite for adventure, whether that’s seeking out authentic homestays in Nepal, visiting lesser-known pockets of Italy or simply any under-touristed region with a strong sense of place. For Nikolova, the shift reflects how experiences now function as a form of social currency. "Today, with social media, experiences are much more tangible and can serve as evidence for status for a long time and with larger audiences," she says. "Part of the status comes also with the fact that adventure travel is also perceived as typical for people with richer travel careers and people who have moved beyond the typical and mass experiences."