With 2023 almost reaching its end, travel companies are now planning the 2024 season. They expect to see new trends emerging like a resurgence of the search for experiences, including adventures, relaxation, or gastronomic tourism. Notably, a majority of tourists will look for places where they can cool off from the heat which is affecting their home area, as climate change is increasingly impacting travel plans.
The giant Booking.com published its travel predictions for 2024, based on a global study involving 27,000 travelers across 33 countries. According to the poll, more than three quarters of respondents (78%) revealed that they feel more alive than ever when they are on vacation. Over two-thirds (68%) of respondents are thinking they are the best version of themselves while on holiday and are able to shed inhibitions, while 42% would even pay to rent a nicer car than they drive at home.
Another report from hotel giant Hilton, is giving us a picture of 2024 travel based on the age of travelers. Gen Z (ages 16-26) are in search of adventures and experiences. Two in five say it is very important that they experience something new when they travel (43%), and the top priority for their travel budget is exploration and adventure (52%).
Millennials (ages 27-42) need to feel cared for while traveling (83%), and they are willing to spend more for comfort and convenience while traveling. They want to rest and recharge (60%) but also prioritize exploration and adventure (52%). Also, having family-friendly options is especially important to Millennial parents when traveling (91%).
Gen X (ages 43-56) say that they want to experience something new when they travel (84%) and want to feel taken care of or pampered (78%). They prioritize restaurants and culinary experiences (45%), and they seek out local and regional cuisine when traveling (87%). This is similar to Baby Boomers (ages 57-74) who consider food and dining an important part of their travel experience.
Food is gaining a more centric point in 2024 according to Booking.com, with four in five travelers (81%) wanting to try indigenous cuisines in 2024 combined with experiences that will take travelers on trails that tell the story behind the food they serve. Tech is also reshaping how travelers enjoy food, with 46% seeking immersive “phygital” (physical plus digital) dining via VR or AR.
The majority of travelers (51%) report that climate change will impact the way they plan their vacation in 2024, with over half (56%) saying that as temperatures soar close to home, they will use their vacation to cool down elsewhere. Three quarters (75%) agree that being close to water instantly makes them feel more relaxed, with over a third (36%) interested in water-centric vacations.
Booking sees a resurgence of relaxation tourism, 58% wanting to travel in 2024 to solely focus on good quality sleep. Over a third (39%) of travelers would carve out time for a holiday to find a spark with a new partner or lover, while more than a third (35%) would focus on a heartbreak holiday to get over an ex. Those still rocking their relationships, a quarter (24%) want to deepen that human connection with their partner.
Investors so far trusted the recovery of the tourism industry, Booking.com gaining over 35%, AirBNB over 34% and Hilton gaining over 19% from the beginning of the year.
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