GLP-1 Medications Reshape Traveler Demands for Hotels
A new Priceline report indicates that travelers using GLP-1 medications are influencing hotel choices, seeking specific amenities and services to accommodate their needs.
The widespread use of GLP-1 medications, including drugs like Ozempic, Mounjaro, and Wegovy, is impacting consumer behavior, and now this trend is extending to the travel industry. Priceline's "2027 Where to Next? Travel Trends Report" reveals that travelers using these medications are considering their drug regimens when planning vacations.
According to Gallup data, approximately 11% of US adults, or 37 million people, were using GLP-1s in 2026, a significant increase from 2024. The lifestyle changes associated with these drugs, such as a focus on high-protein diets to mitigate muscle loss and reduced alcohol tolerance, are influencing travel preferences.
The Priceline report found that 85% of GLP-1 users stated their medication has altered their vacation habits. They are increasingly opting for wellness-focused activities like meditation and massages over late-night snacking or heavy drinking. Notably, 74% of these travelers indicated they could be swayed by a "GLP-1-aware" hotel, with 28% willing to pay a premium for such accommodations.
"GLP-1-friendly" hotel features can range from practical necessities like in-room refrigerators for medication storage to more comprehensive offerings such as high-protein menu options and fitness facilities. Despite the growing demand for these accommodations, only 55% of users feel adequately served by current hotel services.