Not so long ago, luxury travel meant marble bathrooms, infinity pools and Michelin-starred meals. But these days, many want something more real. In our hyper-connected world, really switching off has become the new luxury.
The reason? Burnout, and the pressure of always being online. Online searches for "digital detox" have doubled in the past year, according to search-trend data. Little wonder travellers increasingly choose places with limited connection.
Insiders have a name for this shift: "dead zoning", travelling somewhere remote enough to be totally cut off from the digital world. No signal and no WiFi means no inbox, no scrolling, no half-being-present with the people around you.
"It's about what happens when you stop wanting to be on your phone," says Jools Sampson, founder of a British travel company. "I think that's the reset people are looking for."
The proof is in the bookings. Jools' company has seen trips to places like Kyrgyzstan sell out in just three weeks. A recent study by a global tour operator also found that relaxing and getting away from the pressures of work and everyday life were the top reasons people booked holidays.
There are real health benefits, too. "Digital notifications take up brain capacity, even when they're fun," says Dr Anna Batho, a psychologist. "Getting away from a pop-up on your screen means your brain gets to relax and you can be present."
If Kyrgyzstan is a step too far for a first "dead zone" trip, there are plenty of places to try closer to home, such as off-grid cabins in the woods, with campfires and long hours outside. As Jools puts it, the point is "getting off screens, spending time outside and connecting with the people you're actually with."