Travel Tuesday: Why luxury travellers are seeking silence, not screens

Intentional disconnection” has emerged as one of the top wellness travel drivers for Gen X and Gen Z high-end travellers (Harper’s Bazaar Wellness Travel Trends 2023). In an era of constant alerts and information overload, silence has become one of the rarest and most desirable luxuries.

The numbers tell the story. A 2023 Deloitte survey found that 77% of people feel they spend too much time on their smartphones, with over 50% reporting device use negatively impacts their sleep (Deloitte: Digital Media Trends Survey 2023). Another study by the American Psychological Association noted that “constant connectivity” is increasingly linked with poor concentration, and rising stress levels (American Psychological Association: Stress in America 2023). For luxury travellers, the appeal of wellness spaces that offer calm rather than stimulation is increasingly necessary.

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“People are overstimulated. There’s a deep craving for spaciousness mentally, emotionally, and physically,” says Monique Lagorie, Manager at Steenberg Spa in Constantia. “Luxury travellers, particularly Gen X and Gen Z, are seeking meaningful rest, not more input. The shift toward silence, nature, and sensory connection is no longer niche, it’s becoming essential.”

This sentiment echoes across the sector. Jill Radcliffe, Spa Manager at Pepperclub Hotel, explains: “Constant digital stimulation leads to increased stress levels, poor sleep quality, and a lack of being present. More travellers now see silence and stillness as vital for long-term wellbeing.”

For many, the appeal of digital detox is not only restorative but also symbolic. “In a world of constant access, being momentarily unavailable has become a quiet luxury,” says Lagorie. “It reflects intention, boundaries, and self-awareness. For our guests, time away from devices isn’t about disconnecting from life; rather, it’s about reconnecting with themselves. Not answering emails while wrapped in a robe, or leaving the phone behind during a treatment, feels both rebellious and restorative.”At Steenberg Spa, this philosophy is actively encouraged: there are no Wi-Fi zones, signature digital-free rituals such as the herbal tea lounge, silent treatment areas, and garden walks, and guests are gently invited to leave their devices in lockers to fully immerse themselves in the experience.

This dovetails with a broader lifestyle movement where the ability to step away from one’s inbox is seen as a new form of privilege. “Unreachability” is increasingly reshaping wellness as a marker of depth and self-control. It is also redefining the spa experience. No longer only about indulgence, wellness spaces are now being reframed as settings for what many describe as an emotional reset.

Lagorie describes it as a deeply human need: “It’s the moment a guest lets go of what they’ve been holding, be it mental noise, emotional strain or tension in the body. A true emotional reset goes beyond pampering. It creates a return to centre. Guests leave feeling not just relaxed but realigned.”

Radcliffe has witnessed similar reactions. “Emotional reset is about creating space for the mind and body to release stress and restore balance. Guests respond positively to intentional stillness, as it allows them to feel more grounded, clearer, and emotionally lighter.”

Industry analysts agree. The Global Wellness Institute notes that travellers increasingly seek experiences that address mental and emotional wellbeing alongside the physical (Global Wellness Institute: Global Wellness Economy Monitor 2023). This redefinition is shifting luxury wellness away from a service model focused on performance (fitness metrics, high-tech therapies) toward experiences that prioritise presence and calm.This shift has also created a new divide in the luxury spa landscape. Some destinations are embracing technology by incorporating wearables, sleep-tracking pods, or biometric assessments, while others are carving out a niche by resisting the pressure to digitise. “We don’t lead with technology, we lead with presence,” says Lagorie. “Our design is warm, tactile, and grounded in nature. We favour textures, organic tones, and sensory rituals over automation or high-tech digital tools. The absence of screens is intentional. It allows the body and mind to settle.”

Radcliffe believes this can be a differentiator. “Silence is rare because life today is built around notifications and multitasking. But silence is powerful as it allows you to slow down, reset, and deepen self-awareness. Luxury brands can lean into that by creating spaces free from digital interruptions and encouraging mindful, slow experiences.”

Ultimately, the strongest evidence comes from guest feedback. “We often hear: ‘I didn’t realise how much I needed that,’” says Lagorie. “Guests talk about finally hearing themselves think or noticing a sense of clarity they hadn’t felt in months.”

The wellness economy is booming, projected to reach $8.5 trillion by 2027 (Global Wellness Institute: Global Wellness Economy Monitor 2023). Within that growth, the need for digital-free sanctuaries is expected to rise sharply as overstimulation and exhaustion continue to affect both younger and older travellers. “As wellness travel grows, the rarest luxury may not be access, but the permission to switch off, an opportunity luxury brands are uniquely positioned to provide,” says Lagorie.