Pinterest has released its annual travel report, highlighting the destinations, activities, and other travel-related terms—including aesthetics—with the biggest increases in searches year over year (February–March 2024 compared with the same period in 2023).

You might be thinking, “What does travel have to do with jewelry?” and that’s a fair query—there is no mention of jewels anywhere in the report. But it does give us a sense of consumers’ moods and desires, and from that we can make inferences on the types of accessorizing they might be inclined to do.

For instance, the report tells us that travelers are feeling mellow—no big cities or party-centric beaches are among the top searched destinations. Pinners using the platform to perfect their travel plans seem to prefer quiet, intimate trips, where digital detoxes reign over Instagram-worthy shots (though jaw-dropping views aren’t absent from the list).

“In 2024, wellness travel will take over. As the hustle and bustle of daily life takes its toll, travelers seek digital detox and solace in serene landscapes and rejuvenating experiences,” reads the report. “Say goodbye to crowded cities and hello to off-the-beaten-path destinations that promise tranquility and self-discovery. Adventure travel for the adrenaline seekers, mysterious places that add thrill and wonder, and nature travel are all on the rise.”

Search terms seeing big jumps this year include “luxury safari lodge,” “mountaineering,” and “adventure camping,” with Pinners showing interest in such destinations as Tanzania (which is relevant to our industry) and the Philippines.

In what Pinterest calls “quiet life trends,” searches have increased for “travel journal pages,” “wellness retreat aesthetic,” and “village vibes,” among other terms, along with interest in Okinawa, Japan, and the English countryside as destinations.

Pinners also seem to favor locales with an aura of mystery—”haunted places,” “ancient cities,” and “lost places” were all notable search terms, and interest in Peru’s Machu Picchu and Edinburgh, Scotland, rose, according to the report.

So what can we glean from this report when it comes to jewelry? The data doesn’t exactly ring “statement jewels”; it feels like sentimental jewelry—and perhaps good-luck tokens—might be a better fit. I imagine those hiking dangerous trails or visiting haunted places might benefit from an amulet or two, something that requires little maintenance and can be worn worry-free. The pandemic years brought a major surge in talismanic jewels, and this year’s apparent travel trends look to reinforce that spike—sentimental jewels are here to stay.

Is there a place for the statement earring or luxuriously sparkling tennis necklace? The growing popularity of search terms like “Santorini party” and “Morocco aesthetic” certainly would support that. But an overwhelming need for connecting with nature and its quieter offerings comes from this report, and while travelers will no doubt make photo-worthy visits, the vibe feels pared-down, less gussied up.

Read the report in full here.

(Photo via Pinterest)

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