Markets 
Six in 10 Americans find themselves more curious as the years go by (57%), according to new research.
Conducted by Talker Research for National Geographic-Lindblad Expeditions, a survey of 2,000 Americans explored how people are maintaining their zest for life and found that 70% are interested in being adventurous, and even more keep things exciting with the desire to try new things (76%).
The survey found that one of the most common ways people satisfy their curiosity is by seeing more of the world (40%).
The findings highlight what people hope to gain from traveling.
For many, discovery through travel offers opportunities that go beyond traditional learning — 30% said they’re most fascinated by learning about history, while 26% are drawn to once-in-a-lifetime experiences or longer, immersive journeys.
In fact, travel appears to be increasingly valued as a form of exploration and personal growth. Nearly two-thirds (62%) say trips centered on discovery and learning are just as appealing — if not more so — than those focused primarily on leisure and comfort.
“Travel has the power to transform how we see the world,” said Natalya Leahy, CEO of National Geographic-Lindblad Expeditions, the originator of modern expedition travel with itineraries across the world from Antarctica to the Galapagos. “We create expeditions that don’t just take people somewhere extraordinary, but deepen their understanding of the places they visit and the stories that shape them.
“Our research shows more people want once-in-a-lifetime trips where they can learn and discover something new — and that’s exactly what we offer, with scientists, naturalists, and photographers on board.”
Across generations, Americans say they’re motivated by the desire to explore, with 78% wanting to learn more about the world and 76% interested in trying new experiences.
Respondents also shared what makes travel truly meaningful. For many, it’s the chance to learn something new (21%) or collect stories that last a lifetime (21%).
Others say meaningful travel creates lasting memories of the world’s beauty (20%), changes the way they see life (19%), or reminds them what truly matters (19%).
Overall, 70% say travel today is less about simply getting away and more about what you take away from the experience.
When imagining the idea of “exploration,” the emotions most often associated with it were curiosity and excitement (40% each), followed by wonder and personal growth (30% each).
Many respondents also see exploration as something purposeful. Some described it as a journey taken with intention, while others said it offers the chance to expand both physical and mental horizons or experience remarkable places that remain largely untouched by overdevelopment.
For most Americans, meaningful travel also involves stepping beyond the familiar. Eighty-five percent said they prefer destinations that challenge them in some way, though many believe those experiences can be found closer to home in places like Alaska (29%) or California (26%).
Beyond relaxation, travelers say they seek deeper rewards from their journeys — including happiness (49%), appreciation for life (39%), personal growth (37%), and new perspectives (34%).
“Today’s traveler is seeking discovery, and our research shows that,” Leahy said. “The real luxury is exploring extraordinary places while gaining a deeper connection to the people, cultures, and environments that make them so remarkable. It’s not just about where you go — it’s how it changes the way you see the world.”
Research methodology:
Talker Research surveyed 2,000 general population Americans who have access to the internet; the survey was commissioned by National Geographic-Lindblad Expeditions and administered and conducted online by Talker Research between Feb. 20 and Feb. 26, 2026.
Read the full article here
