Travel Predictions 2024
We’ll (re)invent ourselves
You've heard the phrase "new year, new me," right? It may be a cliché, but now it’s more relevant than ever. A whopping 68% of travelers 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 anonymity that travel offers, 37% telling fictional stories about their lives, and 57% exuding "main character energy," travelers are adding an element of intrigue in 2024. For their adventures, 42% would even consider renting a fancier car than what they drive at home.
We’ll dive into retreats and cooler waters
With the warmer weather, over a third of travelers (36%) are looking to water-centric getaways. 75% of travelers find instant relaxation by the water's edge. Turning to sanctuaries rather than riverbanks for solace, 20% of travelers 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, a quiet night's sleep is the priority, enticing 58% toward sleep-focused retreats, while 48% express intrigue in tantra retreats, wanting a deeper physical connection with their partners.
We’ll surrender to the unknown
52% of travelers want to book trips where the destination remains a mystery until they arrive. Seeking an escape from the everyday, 56% are inclined to go off the beaten path, and 34% are willing to travel with strangers. We’ll also see a noticeable shift from planning to 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 travelers now trust AI to plan their trips, a trend exemplified by Booking.com's AI Trip Planner.
We’ll savor fresh and familiar tastes
When it comes to culinary adventures, 78% of travelers hunger for fresh flavors over the tried and true. Half are planning their trips around specific restaurants or dishes, with 61% prioritizing 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 travelers (27%) are open to hiring personal chefs next year, with Gen Z leading the charge at 37%.
We’ll enhance our relationships
In 2024, travel will see a profound transformation driven by a collective thirst for deeper connections and self-discovery. 24% of travelers 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, prioritizing self-growth. Men in particular are embracing solo travel (63% compared to 54% of women).
We'll prioritize affordable luxury
Travelers 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 trips with 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 counting pennies in 2024 doesn’t mean we can’t look fabulous. 34% of travelers would borrow designer clothes and accessories from family or friends to wear on their trips 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.
We'll choose sustainability and hidden gems
The world of travel is poised for a sustainable makeover. Over half (53%) of travelers are seeking accommodations that blend comfort with innovative sustainability features. They crave the serenity of nature indoors, with 65% wanting green spaces and plants in their stays. Sustainability isn’t just a buzzword – it's a lifestyle. Travelers appreciate eco-friendly options and, even more so, app rewards for making sustainable decisions (60%). Authenticity is key, with 47% eager to connect with locals in less-traveled areas and 44% venturing into less touristy spots.
Discover your 2024 travel persona
A deep dive into our top travel predictions, showcasing seven unique travel personas. Which one are you?
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