According to Bókun, a Tripadvisor company specialising in travel booking management, Google searches for “couples travel experiences” have increased by 3,343% over the past year. The company says the trend is contributing to growing demand for romantic and couple-focused tours and activities.
Bókun analysed Google search data to identify the types of experiences recording the strongest growth, as travellers increasingly seek activities that allow them to build stronger connections and create shared memories.
The analysis found that searches for “couples tours” reached an all-time high earlier this year. While such experiences have traditionally been associated with relaxation and romance, current demand is increasingly centred on adventure and challenge.
Among the fastest-growing categories, searches for “couples art class” rose by 5,484% worldwide during the past 12 months. Searches for “couples diving” increased by 3,491%, while “couples food tours” recorded growth of 1,187%.
Demand also increased significantly for activities including couples kayaking, surfing and skiing.
According to the findings, thetrend is contributing to the growth of a new segment of romantic tourism, with couples choosing experiences that require teamwork, problem-solving and adapting to unfamiliar situations.
Search term | Search increase in the past year |
Couples art class | 5484% |
Couples diving | 3491% |
Food tour for couples | 1187% |
Couples skiing | 1364% |
Couples kayaking | 599% |
Couples hiking | 398% |
Couples surfing | 335% |
Couples stargazing | 265% |
Couples pottery class | 140% |
(data correct as of 18.06.26)
Samuel Jefferies, Senior Growth Marketing Manager at Bókun, said: “The rise of turbulence testing reflects a wider shift in consumer behaviour, with more travellers prioritising meaningful experiences over destinations alone.
“In fact, new research from the Tripadvisor Summer Travel Index shows that over two-thirds (68%) of travelers factor available activities into their decision-making when choosing a destination.
“As demand for experiential travel continues to grow, often driven by a desire for emotional fulfilment and authentic connection, it’s no surprise that turbulence testing is encouraging people to turn to tours and experiences that bring them closer together.
“With mainstream cultural trends directly translating into demand for unique experiences worldwide, this is an exciting time for the travel sector, creating new opportunities for innovation and growth across the industry.”
Tags: Samuel Jefferies, Bókun
