You've heard the phrase 'new year, new me', right? Perhaps it’s a cliché, but it’s more relevant than ever. A whopping 68% of travellers believe they transform into the best version of themselves while roaming. But which version of themselves do they choose to showcase? With 62% relishing the cloak of anonymity that travel offers, 37% telling fictional stories about their lives and 57% exuding ‘main character energy’, travellers are adding an element of intrigue in 2024. And in the quest to be at the helm of their adventures, 42% would even consider renting a swankier car than what they drive at home.
With the warmer weather, over a third of travellers (36%) are looking to water-centric getaways as a quick fix. 75% of travellers find instant relaxation by the water's edge. Turning to sanctuaries rather than riverbanks for solace, 20% of travellers are curious about health retreats, while 14% are interested in psychedelic retreats. In general, 18% are looking to deepen their connection with themselves. For some, an uninterrupted night's sleep is the priority, enticing 58% towards sleep-focused retreats – but not all! 48% express intrigue in tantra retreats, wanting a deeper physical connection with their partners.
52% of travellers want to book trips where the destination remains a mystery until they arrive. Seeking an escape from the everyday, 56% are inclined to explore off the beaten path, and 34% are willing to travel with strangers. We’ll also see a noticeable shift from rigid planning to embracing spontaneity. A majority (55%) prefer to embark on their journeys without set plans, while two thirds (69%) opt for loose itineraries, allowing them to adapt as they go. With this, AI is set to become a mainstream feature of travel next year. 48% of travellers now trust AI to plan their trips, a trend exemplified by Booking.com's AI Trip Planner.
When it comes to culinary ventures, 78% of travellers hunger for fresh flavours over the tried and true. Half are planning their trips around specific restaurants or dishes, with 61% prioritising learning about the origins of a destination's iconic dish. Tech is also reshaping how we enjoy food, with 46% seeking immersive ‘phygital’ (physical plus digital) dining via VR or AR. While 63% are fascinated by innovative plant-based options like 3D-printed vegan steaks and mushroom ‘foie gras’. Over a quarter of travellers (27%) are open to hiring personal chefs next year, with Gen Z leading the charge at 37%.
In 2024, travel will see a profound transformation driven by a collective thirst for deeper connections and self-discovery. 24% of travellers want to strengthen their bonds with their partners. Travel will rekindle relationships and ignite new romances: 39% seek matchmaking trips, while 35% hope to heal heartbreak overseas. However, solo travel is also booming, with 59% looking to venture alone. Even parents are joining the trend, with 58% planning child-free trips, prioritising self-growth. Men, in particular, are embracing solo travel (63% compared to 54% of women).
Travellers will balance budget constraints and luxury cravings. 47% may take children out of school for off-peak travel, and 46% plan to reduce tips. 50% plan to pay for holidays on credit cards to help spread out the cost. 39% of pet owners would bring their pets along to cut pet-sitting costs. But just because we’re looking after our pennies in 2024 doesn’t mean we can’t look fabulous! 34% of travellers would borrow designer clothing and accessories from family or friends to wear on their trip to avoid paying the price for luxury tags. However, over half (54%) would pay for accommodation upgrades, and 47% are willing to invest in flight or train upgrades – just as long as it doesn’t break the bank!
The world of travel is poised for a sustainable makeover. Over half (53%) of travellers are seeking accommodation that blends comfort with innovative sustainability features. They crave the serenity of nature indoors, with 65% desiring green spaces and plants in their stays. Sustainability isn’t just a buzzword – it's a lifestyle. Travellers are keen on eco-friendly choices and, even more so, on app rewards for making sustainable decisions (60%). Authenticity is key, with 47% eager to connect with locals in less-travelled areas and 44% venturing into less touristy spots.
Deep dive into our top travel predictions, showcasing seven unique travel personas. Which one suits you best?