Proprietary Mower research reveals how Americans are redefining the value of getting away.
Leisure travel once felt like a luxury. Today, for millions, it’s essential. Yet even those who want to travel wrestle with guilt, budgeting tradeoffs and the emotional payoff equation: is it worth it?
In The Cost of Escape, Mower’s 2025 U.S. leisure travel study (n = 1,200) surfaces how emotions and economics collide — and reveals how travel brands can move beyond price wars to meaning-driven connection.
The Cost of Escape helps hoteliers, DMOs, and travel and lifestyle marketers:
Understand the emotional levers (guilt, burnout, self-worth) that influence booking decisions
Design messaging that speaks to emotional ROI, not just discounting
Create offers that resonate
Prioritize investments (amenities, marketing representation) that connect and convert guests
Download “The Cost of Escape” Whitepaper
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.