Yelp’s latest trend report indicates a renewed interest in real-world connections in 2025, highlighting a rise in in-person experiences like adult summer camps and bookstore bars.

The report analyzed search patterns from Sept. 2023 to Aug. 2024, comparing them to the previous year’s data. Here are the findings for the “Home, Beauty & Wellness” category.

Grown-up camps and wellness escapes

Remember the joy of summer camp? You’re not alone. Adult summer camps have seen a staggering 347% surge in searches, offering grown-ups a chance to unplug and play. This nostalgia-driven wellness movement extends beyond campfires — postpartum retreats have soared 475%, while fitness and holistic retreats have climbed 83% and 68%, respectively.

Social clubs make a comeback

The data shows a clear trend toward organized group activities. Running clubs have sprinted ahead with an 82% increase in searches, while chess clubs have moved up 47%. Even traditional sports are getting a refresh — padel, a racket sport gaining popularity, has seen searches jump 94%.

Return to creative pursuits

“Dopamine-driven” learning like songwriting classes have struck a chord with users (up 540%), while hands-on activities like blacksmith classes have forged ahead with a 516% increase. These hobbies combine skill-building with social interaction.