Ozempic is changing the hotel industry, and travelers have a new list of demands
From added protein in virtually every item in the grocery aisles to a rise in popularity of electrolytes and fiber, the Ozempic era has changed how Americans eat. Now, it is coming for how they travel. Priceline’s 2027 Where to Next? Travel Trends Report found that Americans are keeping their GLP-1s top of mind when planning vacations, looking for travel opportunities that accommodate the needs…
The GLP-1 era has brought significant changes to the hotel industry, with travelers adapting their vacation plans to accommodate the needs of those using medications like Ozempic. Priceline's 2027 Where to Next? Travel Trends Report reveals that Americans are increasingly considering the suitability of their destinations for GLP-1 users.
This change is driven by the growing popularity of GLP-1 medications for weight loss, with 11% of US adults, or 37 million people, using them in 2026 compared to just 3% in 2024. GLP-1 users report prioritizing high-protein diets to avoid muscle loss and choosing sober activities over alcohol due to sensitivity. As a result, 85% of GLP-1 users surveyed said their medication has altered their vacation habits, often swapping activities like late-night snacking or heavy drinking for wellness-oriented choices such as meditation classes and massages.
Even before reaching their destination, medication use influences travelers' decisions. A significant 74% of GLP-1 users would consider a "GLP-1-aware" hotel, with 28% willing to pay more for this type of accommodation. These hotels may offer GLP-1-friendly amenities, such as an in-room fridge for medication storage, high-protein menus, and fitness options like gyms or group classes.
Despite the rising interest in catering to the GLP-1 community, only 55% of users feel adequately accommodated at present.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
