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 of travelers using the medication.
The trend is unsurprising due to the surge in popularity of GLP-1s for weight loss, including medications like Ozempic, Mounjaro, and Wegovy. According to Gallup , around 11% of US adults, or 37 million Americans, are using GLP-1s in 2026—up from 3%, or 10 million people, in 2024.
The medication comes with certain lifestyle changes which are fueling shifting consumer behavior for users, like prioritizing high-protein diets to prevent muscle loss or swapping partying for sober activities due to alcohol sensitivity.
The Priceline report found that 85% of respondents on GLP-1s said their medication has changed the way they vacation, often swapping activities like late-night snacking or heavy drinking for more wellness-oriented choices like meditation classes and massages.
But even before they arrive at their destinations, their medication is already playing a role in the decision-making process. Around 74% of GLP-1 users said they could be swayed by a “GLP-1-aware” hotel, with 28% of them willing to pay more for such an experience.
These GLP-friendly amenities may be as simple as having an in-room fridge in order to store the medication, which must be refrigerated. Others might lean even deeper into the needs of the average GLP-1 consumer, and think of offering high-protein menus and fitness options like gyms or group classes.
Despite a growing interest in experiences for the GLP-1 community, only 55% of users say they are well accommodated today.
