When you are a child, you make up words—apparently, the travel industry mimics that same childish predilection with much abandon to capture the evolving trends among travelers—not for the sheer fun that kids have, but so that you can identify what type of holiday you want.
Innovative branding of holiday differences using linguistic creativity helps marketers and travel companies stand out in a crowded market by offering unique and catchy terms that attract attention. In a saturated industry where countless destinations and packages compete for attention, a novel word can spark curiosity and make a holiday concept more memorable, with made-up words reflecting shifts in consumer desires and societal trends.
These quirky terms are shorthand for a specific type of holiday experience, making it easier for consumers to understand and visualize what they are booking. Instead of lengthy descriptions, a single coined term encapsulates the essence of the holiday—whether it’s a digital detox, eco-tourism, or wellness retreat. These terms originate from a blend of linguistic playfulness and marketing strategy. Travel media and brands use puns, portmanteaus, and imaginative language to generate buzz and engage audiences emotionally, in the playful manner of a child, to spark a longing for whatever particular experience travelers crave. As lifestyles change and new destinations emerge, language evolves to keep pace with these developments. It allows the industry to continually redefine what travel means and to appeal to new generations of travelers seeking fresh experiences.
Below are some of the buzzwords used to seduce you:
Quietcations
Are you dreaming of running away into blissful silence where you can disconnect from the world, or maybe your kids? Digital detox cabins and dark-sky retreats offer the remedy for burnout.
Micro-trips
Many travelers are opting for short three- to four-day breaks, rather than waiting for that big two-week-or-more break from their daily routine. The cost factor is another point encouraging shorter holidays.
Dry Tourism
Replacing the hedonistic and boozy holiday, apparently you can go to alcohol-free retreats, or swan around on a sober cruise. This is for those who prioritize their wellness and are into early-morning hikes, yoga, or whatever floats your boat when the sun rises over incredible landscapes so that you don’t notice there is no cocktail in your hand when the sun sets.
Dark Tourism
Academically known as ‘Thanatourism’ (Thanatos is the ancient Greek god of death), and sometimes referred to as ‘grief tourism’, it is traveling to destinations historically associated with tragedy, disaster, and death. Think of disaster sites such as Chernobyl, famous resting places like the catacombs of Paris, or historic cemeteries, such as the Père Lachaise Cemetery in Paris, which is the resting place of Jim Morrison, Oscar Wilde, and Frédéric Chopin. War zones are on the list: World War II beaches in Normandy, France, and sites where atrocities have occurred, the Auschwitz concentration camp in Poland, and the natural disaster site of Pompeii.
Cool-cations
For travelers seeking holidays away from extreme summer heat. They pack their woolies and head to Lapland (Finland, Sweden, Norway), Quebec in Canada, the Alps (Switzerland, Germany and Austria), or Alaska. Cool-cations can involve hanging out in Igloos, throwing back shots of aquavit and vodka, and gazing at the mesmerizing Northern Lights.
Astro-cruising
This is when you chase solar eclipses while being swaddled in the luxurious comfort of a cruise ship with your own butler at hand.
Set-jetting
Iconic global destinations that have featured in movies. Think Dubrovnik in Croatia (Game of Thrones), Alnwick Castle in England (Harry Potter), Petra in Jordan (Indiana Jones and the Last Crusade), Sicily, Italy (The Godfather), Angkor Wat, Cambodia (Lara Croft: Tomb Raider), and the list goes on.
Pain-cations
For the masochistic individual who wants the adrenaline pumping 24/7 while on holidays. These holidays are about extreme physical challenges: grueling desert treks, multi-day bike rides, or mountain hikes—any trip that gives the body a hard reset.
It’s as if the travel industry has created its own dictionary of words ending in ‘cation’ (as in vacation). It’s a new selling game to entice you into taking a vacation that will appeal to ‘just what you want’. I came up with some of my own:
Culturalcation—if you wish to experience the culture of a different country. Any country in Asia would be amazing for this.
Snackcation—for those into eating all the time. I imagine this to be a holiday focused totally around food, such as street food, food markets, and tapas restaurants in Spain.
Napcation or Chillcation—totally for the tired soul. The only thing you have to do is find your perfect hammock, daybed, or beach recliner and close your eyes while a salty breeze whispers you to sleep each day. Sounds like bliss!
Gail Palethorpe, a self proclaimed Australian gypsy, is a freelance writer, photographer and eternal traveller. Check out her website Gail Palethorpe Photography and her Shutterstock profile.
