As the winter blues set in, United Airlines offers an antidote: book a vacation. A groundbreaking new survey conducted by United in collaboration with esteemed cognitive scientist Dr Laurie Santos has revealed that planning and booking a trip can provide a substantial mood boost, often more effective than purchasing material items.
Timed perfectly with National Plan for Vacation Day, the study highlights how travellers experience significant joy from the trip itself and every stage of the journey—from anticipation to reminiscing about past adventures.
The Science Behind Travel’s Happiness Effect
Dr. Laurie Santos, a Yale University professor and host of The Happiness Lab podcast, delves into the psychology of travel-induced joy. “Planning a vacation delivers a unique happiness boost because our brains value experiences more than material possessions,” Santos explains. “When you book a trip, the anticipation alone can elevate your mood, and the emotional rewards extend beyond the journey itself.”
United’s survey found that 73% of Americans feel a surge of happiness when booking a flight to a new destination. This statistic underscores the psychological impact of travel planning, with respondents indicating that the anticipation of a trip often sparks the same level of joy as the vacation itself.
How Travel Outshines Material Goods in Elevating Mood
According to research reviewed by Dr Santos, spending on experiences—such as travel—generates over twice the happiness of purchasing clothing, jewellery, or home goods. The disparity is even more significant than buying electronics, where the mood boosts from booking a trip are four times as strong.
“A new gadget or designer handbag quickly loses its novelty due to a psychological phenomenon called hedonic adaptation,” Santos elaborates. “In contrast, travel introduces new, engaging experiences each day, creating lasting joy and deepening our social connections.”
United’s study also uncovered that 73% of travellers prefer booking trips to destinations they’ve never visited before, reinforcing the excitement of new experiences. With its extensive global network of 360 destinations worldwide, United provides travellers ample opportunities to explore new horizons.
United Airlines Expanding Global Reach
As the world’s largest airline, United continues to expand its international footprint. In 2025, the carrier is set to introduce flights to eight new and highly anticipated destinations, including:
- Ulaanbaatar, Mongolia
- Kaohsiung, Taiwan
- Nuuk, Greenland
- Palermo, Italy
- Bilbao, Spain
- Madeira Island and Faro, Portugal
- Dakar, Senegal
With these additions, United strengthened its position as the largest transatlantic and transpacific carrier, now serving more African destinations than any other U.S. airline.
Furthermore, United has recently launched new direct flights from Tokyo-Narita to Ulaanbaatar and Kaohsiung, marking another milestone in its efforts to connect travellers seamlessly across continents.
MileagePlus: Unlocking the Power of the ‘Booking Boost’
Beyond the immediate joy of booking a flight, United MileagePlus members can amplify their happiness by accumulating miles for future adventures. United’s award-winning loyalty program offers unparalleled benefits, including:
✔ Miles that never expire
✔ No blackout dates—if there’s a seat available, members can book with miles
✔ Free flight changes on award tickets
✔ Seamless redemption for seats, Wi-Fi, in-flight services, and more
✔ The first major U.S. airline to allow loyalty members to pool miles with family & friends
“This research further validates what we’ve always believed—United connects travelers to enriching experiences that have a profound impact on their well-being,” says Richard Nunn, CEO of United MileagePlus. “And with MileagePlus, travelers don’t just enjoy one trip; they’re earning miles toward their next happiness-filled adventure.”
The January Slump and Travel as a Remedy
United’s research also highlights a crucial insight: 68% of Americans say that January is when they most need something to look forward to. More than half of respondents admit to experiencing seasonal blues, making this the ideal time to plan a getaway.
With travel demand surging, United encourages travellers to seize the moment and embrace the mental and emotional benefits of booking their next adventure. Whether it’s a tropical beach retreat, a cultural city escape, or an adrenaline-fueled expedition, planning a trip alone can set the stage for an exciting and fulfilling year ahead.
Conclusion: Turn Your Travel Dreams into Reality
As National Plan for Vacation Day serves as a reminder of the profound joy that travel brings, United Airlines is at the forefront of making global exploration more accessible than ever. Backed by science, the message is clear: Book your next trip and experience the happiness boost that starts when you click ‘confirm’.
For the latest flight deals, mileage offers, and travel inspiration, visit United Airlines.
Written by: Yves Thomas