The current study is focusing on the changing needs of the tourism market. As travelers became more experienced, they are seeking for additional values during their holidays. This study is trying to identify the unconscious travel motivations and analyze how hidden spiritual and religious interest is influencing people¿s decision-making process. By measuring the presence of spiritual and religious elements in the cultural travel products we can receive meaningful information about which travel products are the most successful among visitors. If we can find out the latent reasons why specific spiritual and religious offers are significantly more popular than others, we can define the main factors how to create a well-performing tourism product. These findings can be useful sources for tourism professionals who would like to improve their travel products by satisfying the unconscious needs of travelers and provide additional value to their customers.