Global study releases travel predictions for 2024
With the participation of 27,000 people from 33 countries, including key information from the United Kingdom, Italy, Germany, Spain, the United States and Latin America; Booking report shows that traveling is not just a way to escape, but rather a catalyst for living to the fullest
You've probably heard the phrase "new year, new life." It may sound cliché, but it's more relevant now than ever. 68% of the travel community believes they become the best version of themselves when they travel, but which version do they decide to show? People are adding an element of intrigue to 2024, as 62% enjoy the anonymity that travel gives them, 37% tell fictional stories about their lives and 57% love to feel like the protagonist. To keep up with the trip, 42% even consider renting a better car than the one they normally drive at home.
In a context of rising temperatures, more than a third (36%) are looking for a getaway that revolves around water as a quick solution. 75% relax immediately when they are next to water. Health retreats arouse the curiosity of 20%, who would prefer to seek tranquility in this way and not on the banks of a river, while psychedelic retreats attract 14%. In general, 18% want to connect with their inner self. For some people, the priority is sleeping through the night without interruptions, something that attracts 58% of people to retreats that focus on sleep. 48% are interested in tantric retreats, as they are looking for a stronger physical connection with their partner.
52% want to book a trip without knowing the destination until they arrive. To escape from everyday life, 56% would be willing to go off the beaten path and 34% want to travel with people they don't know. We also see a notable shift in spontaneity, which gains ground over stricter planning. The majority (55%) prefer to go on a trip without set plans, and two-thirds (69%) opt for flexible itineraries that can change during the trip. Therefore, everything indicates that AI will be a main element in travel next year. 48% already trust AI to plan their trips, a trend that has already reached Booking.com with the AI travel planner.
Regarding gastronomy, 78% of the traveling community looks for new flavors compared to those they already know. Half plan their trips around specific dishes or restaurants, and 61% want to know the origins of an emblematic dish of the destination. Technology is also changing how we enjoy food, and 46% want to have a "phygital" (physical and digital) dining experience with virtual reality or augmented reality. 63% are fascinated by innovative vegan options, such as 3D printed steaks or mushroom foie gras. More than a quarter (27%) are willing to hire a personal chef next year, a percentage that increases among Generation Z (37%).
The collective desire to create deeper connections and seek self-knowledge will transform travel in 2024. 24% want to strengthen ties with their partner. Travel will revive existing relationships and also serve to create new ones: 39% want to take a trip to find a partner, while 35% hope to get over a breakup by traveling. But solo trips are also increasing, with 59% wanting to go alone. Fathers and mothers are also joining this trend: 58% prioritize personal growth and want to travel without children. The tendency to travel alone increases especially among men (63% compared to 54% of women).
People will look for a balance between sticking to a budget and enjoying some luxury. 47% would take their children out of school to travel out of season and 46% plan to tip less. 50% will pay for the vacation with a credit card to spread out the costs. And 39% of those who have a pet will travel with them so as not to pay for it to be taken care of. But controlling spending in 2024 is not incompatible with indulging. 34% would borrow designer clothes and accessories to wear on a trip without spending money. However, 54% would pay to upgrade their accommodation, and 47% would invest in flight or train upgrades (if it doesn't leave the account in the red!).
The world of travel is ready to become more sustainable. More than half (53%) of travelers look for accommodation that combines comfort with innovative sustainable elements. People want to enjoy the tranquility of nature indoors, and 65% look for accommodations with green spaces and plants. Sustainability is not a fad, it is a way of life. The travel community likes options that respect the environment, and would even more like to receive rewards through an app for making sustainable decisions (60%). Authenticity is key: 47% want to connect with people in less crowded destinations and 44% are encouraged by less touristy places.