4 travel and tourism trends

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The biggest travel trends for 2024

By Sarah Allard

If 2022 was all about a return to travel, then 2023 was the year we went further than ever before. Travellers took to the skies, rails, roads and seas to tick off major bucket-list moments, with Arctic adventures, luxury yacht cruises and even the first tourist trip into space .

In 2024, travellers will be putting what’s important to them front and centre of their plans, valuing deeper experiences that leave a positive impact, time spent with loved ones and wellness moments that last well after checkout. We’ll be choosing destinations carefully, slowing it down to enjoy the silence and the stars, indulging in our love of food in new and interesting places, and immersing ourselves in wellness practices that help us live longer.

These are the 20 travel trends likely to guide how we see the world in 2024.

Astro tourism

1. Astro tourism

What’s the trend? Astronomy, of course, is a field of study that has been around since the dawn of civilisation, and the act of gazing up at the stars has long been a source of soul-soothing wonder. Today, the more society falls deeper into an ever-expanding virtual world, the more we feel a need to broaden our horizons in the real universe. Astro tourism, or star bathing, is the act of travelling with the aim of catching sight of astronomical phenomena – disappearing to lands devoid of any pollution, crowds and traffic, where we can focus solely on the skies above and while away hours gazing at the stars, planets and constellations overhead.

Why will it matter in 2024? Increasingly, wellness-centric hotels and spas are creating the space for guests to gaze upwards, watching for comets, spying constellations and identifying patterns in the glittering expanse. In the UK, Port Lympne has opened the Lookout Bubble, a glass dome allowing guests to sprawl out on king-sized beds and study the stars. Further east on the Arabian Gulf, Zulal Wellness Resort is surrounded by the expanse of the Qatari desert – the ultimate destination for pollution-free astromancy, with dedicated workshops and stargazing sessions for families and children looking to learn more about the cosmos. Safari company Desert & Delta organises trips for travellers looking to soak up the stars across Botswana and Namibia, where guests can sleep in tents at remote locations such as the Makgadikgadi Pans, one of the world’s largest salt flats, and spend nights with uninterrupted star vistas. Similarly, Tswalu is a South African safari camp with star beds set on a sleep-out deck in the Korannaberg mountains. And 2024 happens to be a big year, astronomy-wise, from mind-boggling eclipses to spectacular meteor showers – plus, scientists are predicting the best displays of the northern lights in 20 years, according to the Guardian , as we approach the next solar maximum (the sun’s peak of its 11-year activity cycle). Olivia Morelli

2. Eco diving

What’s the trend? A rise in divers choosing their travel destinations based on the sustainability of the scuba centres, and having a more positive, regenerative impact on the ocean once there.

Why will it matter in 2024? In 2022, UK marine ecology charity The Reef-World Foundation found that 95 per cent of divers wanted to book with sustainable operators, but struggled to do so. In response to this, the Professional Association of Diving Instructors (Padi) launched its Eco Center accreditation on World Earth Day (22 April) 2023, with the United Nations Environment Program and Reef-World itself. The steps required to earn this green status are so rigorous – including sharing evidence of conservation activities and a real reduction in environmental footprint – that Padi advised operators to allow at least 12 months to hit the criteria, taking us to… Earth Day 2024. After an initial figure of just 11 worldwide, there are now 100, and Padi has set a goal to reach 660 by 2030 – a 10th of its membership. “South East Asia currently has the highest density (more than 20), along with the Caribbean ,” says Julie Andersen of Padi. So what does this mean for divers and their trips? “The type of conservation work done and reported on depends on the Eco Center,” Andersen explains. “Those in the Caribbean offer coral replanting programmes, key for regenerating coastlines. In Baja, Mexico , they’ve developed citizen science courses, collecting data for whale conservation.” There are also a number of new Padi courses being launched for any diver to take anywhere, including the Global Shark and Ray Census in August 2024, as well as the relaunch of the Coral Reef Conservation Specialty course before December. Becky Lucas

3. Home swapping

What’s the trend? Increasingly, discerning travellers are looking to stay away for longer stretches, while the rise of remote jobs post-pandemic means that working and living abroad has never been more appealing. The catch? Forking out on hefty accommodation fees while you’re at it. Enter home swapping: the perfect solution to guarantee yourself a (free) home abroad while you offer up your own in exchange – for weeks or even months at a time.

Why will it matter in 2024? As the cost of holidaying continues to climb, home swapping is an affordable alternative to splashing out on expensive hotels or Airbnbs. And while the concepts of couch surfing and house exchanges have existed for decades, several slick new platforms are redefining what home swapping looks like today. Twin City, which operates in cities as far-flung as Lisbon and Los Angeles , has curated a community of 1,100 plus carefully vetted users in just eight months. For an annual subscription fee of £150, members can find Twins to connect with through the platform, and are encouraged to exchange local recommendations for their city as well as their homes, enabling members to feel as if they’re swapping with a trusted friend rather than a stranger. Meanwhile, Kindred, a home-swapping platform where members rack ​​up credits for each night that they exchange homes, raised $15 million in funding this year to expand operations across the USA and Europe, and currently has 10,000 plus homes in more than 50 cities. Members simply pay a cleaning and service fee for each stay, while the cost of the stay itself is free. Or skip out on membership fees entirely and head straight to TikTok, where Gen Z appears to be spearheading the home-swapping movement on social media. Inspired by cult film The Holiday , trending tags #houseswap and #homeswap have garnered more than 23 and 20 million views respectively, with users utilising the platform as a means to advertise their homes, discover like-minded peers to swap with and document their adventures along the way. Gina Jackson

4. Train stations are the new food destinations

What’s the trend? Train stations around the world are usually passed through as quickly as possible, having not been designed for commuters to stay and hang out. Nowadays, as travel delays increase and visitors want more local experiences, it pays for train stations to welcome travellers with shops, restaurants and bars for them to explore. In an effort to create a more dynamic visitor experience, historic train stations are being revamped, with bespoke food and drink offerings as an integral part of the redesign.

Why will it matter in 2024? As train stations are renovated to accommodate more travellers and update old infrastructure, local restaurants and bars are being added to attract more customers. In 2023, the new Moynihan Train Hall in New York City became home to The Irish Exit, a bar from the team behind the acclaimed Dead Rabbit, and Yono Sushi by trendy BondST, plus outposts of beloved NYC restaurants Pastrami Queen and Jacob’s Pickles, with Mexican hotspot La Esquina coming soon.  Platform 1 a new bar and restaurant that opened in November underneath Glasgow Central Station . The cave-like space, with its historic brick arches, serves street-food-style dishes and craft brews made in the on-site microbrewery, plus there’s an outdoor beer garden. As part of its renovation, Toronto’s Union Station launched Union Market in May 2023 with favourite local food retailers Manotas Organics, Chocolatta Brigadeiro’s, Patties Express and Kibo. Meanwhile, in Somerset, Castle Cary station is in the process of a revamp, with nearby hotel The Newt creating a creamery, cafe and co-working space, which is set to open in 2024. Also on tap for the next few years is the completed renovation of 30th Street Station in Philadelphia, with plans for a 20 per cent increase in concession space that will focus on local purveyors. Devorah Lev-Tov

5. Sports tourism

What’s the trend? No longer the domain of lads on tour keen to sink as many pints as possible with one eye on a football game, sports tourism has evolved in the past few years with a new generation – and type – of sports fan emerging thanks to glossy TV documentaries ( Formula 1: Drive to Survive , we’re looking at you). Now, we’re taking our fandom out of the house and following a host of different sports in destinations across the world, planning holidays that hinge around seeing games, races and other activities in exotic locales, and extending trips on either side to see the sights too.

Why will it matter in 2024? A little event known as the Olympic and Paralympic Games anchors the 2024 sports calendar. It kicks off in Paris in late July and runs until early September , during which time more than a million tourists are expected to check in across the French capital. The games have inspired city-wide projects such as the €1.4-billion clean-up of the Seine, which , all going well, will allow public swimming in the river for the first time in a century. Elsewhere, the Tour de France starts in Italy for the first time in 2024, with competitors speeding off in Florence before heading to Rimini on the Adriatic coast and then north to the Apennines through Emilia-Romagna. New bike routes in the area have been released by tour operators such as Ride International Tours and Ride Holidays for cycling enthusiasts keen to join in the fun. Sarah James

6. Coolcationing

What’s the trend? For the vast majority of folk, summer holidays used to be about following the sun, seeking the heat – watching the mercury climb and hitting the sands. With the intense, record-breaking temperatures of recent years, however, many are considering travelling in the opposite direction: booking "coolcations" in temperate destinations, which also benefit from being less crowded.

Why will it matter in 2024? Rising temperatures caused by the climate crisis have resulted in the hottest recorded summer in the UK – just over 40℃ in July 2022 – while 2023, with a sweltering summer in much of Mediterranean Europe, North America and China – is on track to be the hottest year ever. Little wonder that many travellers are thinking again before booking literal hotspots such as the South of France and Sicily in July or August. A survey for luxe travel network Virtuoso found that 82 per cent of its clients are considering destinations with more moderate weather in 2024. Destinations such as Iceland, Finland and Scotland, according to Intrepid Travel, along with Latvia, which is surging in popularity. “We’re seeing an increase in those holidaying further north,” says Andrea Godfrey of Regent Holidays. “Scandinavia and the Baltics are both getting noticed more: they offer a more pared-back style of holiday but have some lovely beaches, and forests and lakes for both relaxation and adventure activities.” Cooler temperatures are particularly well suited to family travel too. “We’re getting far more enquiries from families for destinations that offer summer sun but also respite from the high temperatures being experienced in beach resorts across the Med,” says Liddy Pleasants, founder of family specialist Stubborn Mule Travel. “Kayaking in Norway, with its midnight sun, for instance, and cycling or hiking in Slovenia, which is also very good value.” Time to ditch the SPF50… Rick Jordan

Gig tripping

7. Gig tripping

What’s the trend? For years, athletes and wellness gurus were the big headliners at retreats. But rock stars are, well, the new rock stars of travel. Call it the Swift Effect. Destination concert business is up more than 50 per cent, led mostly by Taylor Swift, says Janel Carnero, a travel advisor at Embark Beyond. In the USA, tickets for Swift’s Eras Tour cost thousands and were still impossible to score. Music fans are realising they can pay less and have a more memorable experience by seeing their favourite pop icons perform in say, Amsterdam or Milan . Tours from performers such as Pearl Jam, U2, Doja Cat and Madonna will anchor trip itineraries, while music festivals (Glastonbury sold out in less than an hour) will be major catalysts for travel.

Why will it matter in 2024? New music festivals, including Untold in Romania's Cluj-Napoca, are introducing travellers to undiscovered destinations, says Alexandrea Padilha of Fischer Travel. And it’s no longer just about the music, says Carnero. “It’s the social aspect of sharing experiences with friends,” she adds. Hotels and travel companies have taken note and are creating the equivalent of backstage VIP experiences for guests. Global adventure collective Eleven has recently introduced Music with Eleven. The programme’s dedicated team of music-industry insiders (including Chris Funk, guitarist from the Decemberists) custom design itineraries that might include sitting in on a recording session at Flóki Studios, just outside the Arctic Circle at Deplar Farm in Iceland. And Rhythm & Sails hosts musicians on its catamarans. The company’s music director, Anders Beck of the jam band Greensky Bluegrass, curates the line-up of artists who perform sessions onboard and in ports as you island hop around the Caribbean . Jen Murphy

8. Resorts will help you biohack your health span

What’s the trend? Longevity is the latest wellness buzzword thanks to best-selling books such as  Outlive  and the hit Netflix documentary  Live to 100: Secrets of the Blue Zones . Between 2021 and 2022, venture-capital investment in longevity clinics more than doubled from $27 million to $57 million globally, according to analysis from longevity research and media company Longevity.Technology. Now, the science of extending life and optimising health has become the focus at hotels. Blue Zones retreats are the new boot camps and even sybaritic resorts are offering the latest biohacks. Poolside vitamin IV anyone?

Why will it matter in 2024? Since the pandemic, feeling good trumps looking good. “People have become aware of the critical importance of developing a more proactive, preventive approach to health on all levels,” says Karina Stewart, co-founder of Kamalaya, a wellness retreat in Koh Samui, Thailand . This means a new willingness to go beyond diet and exercise and embrace sci-fi-sounding bio-regenerative treatments such as ozone therapy and hyperbaric oxygen chambers, both on offer at Kamalaya's new Longevity House. Luxury hotel brands are embracing the trend too. Six Senses Ibiza recently teamed up with biotech company RoseBar to offer guests full diagnostic testing. Maybourne Hotel Group is collaborating with wellness tech pioneer Virtusan to help guests boost performance. And Four Seasons Resort Maui at Wailea administers treatments such as stem cells and NAD+ (aka the fountain of youth) through its partnership with Next Health longevity centre. At 1 Hotel Hanalei Bay in Kauai, guests are welcomed with a B12 shot instead of bubbles and the resort’s new wellness-specific rooms come with recovery-boosting mod cons including infrared light mats. If the trend continues, the secret to longevity may be as easy as taking more holidays. Jen Murphy

9. Peak season gets the cold shoulder

What's the trend? There’s been a dramatic recent increase in shoulder season travel to Europe’s most popular destinations (particularly France , Spain , the UK and Italy ), which is set to continue in 2024. Luxury travel specialists Original Travel has launched new shoulder season itineraries to locations traditionally in demand during the summer – including the crystalline seascapes of Sardinia and Corsica – after seeing 14 per cent more bookings for September 2023 than for August 2023. Pegi Amarteifio of Small Luxury Hotels of the World shares similar insights. “Comparing phone reservations in 2023 against 2019, we’ve seen a 33 per cent increase for March to May and a 58 per cent increase for September to November , a pattern reflected across our other booking channels too.”

Why will it matter in 2024? A combination of social, economic and environmental factors is driving this trend into 2024. The cost of living crisis means a heightened focus on value. For 62 per cent of respondents to Booking.com’s 2024 travel trends survey, this is a limiting factor for 2024 travel planning, so much so that 47 per cent of respondents are even willing to take children out of school for cheaper off-peak travel. Shoulder season travel is also becoming more attractive due to rising temperatures, and more feasible due to flexible working. Layered on top of these practical considerations is an emotional motivation too: travellers are craving authenticity more than ever, seeking a tranquil, local feel when abroad, rather than Where’s Wally beach scenes. Toyo Odetunde

10. Private group travel

What’s the trend? The post-pandemic desire to gather friends or family and embark on a shared holiday experience shows no sign of abating – in fact, it’s on the increase in luxury travel, as people appreciate the benefits and savour the moment, from 3G family groups to 50-something empty-nesters keen to rekindle life-long friendships. Just don’t take Succession ’s family outing to Tuscany as a role model.

Why will it matter in 2024? “While some predicted group travel would peak post-pandemic, we’ve seen it have a lasting, positive impact with private group bookings continuing to be a dominant trend,” says Tom Marchant of Black Tomato, for whom group travel now accounts for 30 per cent of bookings. The company has just launched its See You in the Moment series to cater for the demand: it uses a mood board of over 35 experiences themed around key flash points, from The Meal (a backcountry feast served on the North Rim of the Grand Canyon, for example) to The Challenge (rafting down the Apurímac in Peru, perhaps), all designed to create lasting memories. For Scott Williams, meanwhile, multi-generational travellers are thinking big: why take one house when you can take a whole estate, such as Meli on Paxos in the Greek Islands, which sleeps 17? Other groups are taking to the water, with Red Savannah reporting an increase in bookings for Turkish gulets, Egyptian dahabiyas and Indonesian phinisis. Scott Dunn have seen an increase in bookings amongst groups of friends, with 30 per cent of respondents in a recent survey saying they were planning trips for 2024 that included ski trips to France, adventure travel in South and Central America, and beach breaks on Antigua and Barbados. Empty-nesters are also a growing force, with groups of couples in their 50s to 70s hiring villas in the shoulder season for cultural weeks away, and all-female groups – mainly aged between 50 and 65 – who are proactive in wanting to renew long-term friendships. “We had one repeat group that included several cancer survivors,” says Sarah-Leigh Shenton at Red Savannah. “A hammam afternoon in Turkey was a deeply bonding experience and they’ve since travelled to Jordan and Sicily together.” Rick Jordan

11. AI aims to be your sidekick

What's the trend? Early last year, after OpenAI’s ChatGPT broke the record as the fastest-ever growing consumer app, travellers started playing around with AI chatbots to get inspiration on where they could go. More recently, major travel booking platforms have started to integrate AI chatbots into the booking experience. But if 2023 was the year of AI chatbots wanting to plan your trips , 2024 will be all about how AI aspires to be your travel sidekick. A wave of new AI-powered features and products aims to support travellers on the ground – all while raising concerns around the potential negative impacts as AI becomes more widely integrated with our travels.

Why will it matter in 2024? AI will start to make more real-time interventions in our travels in 2024. One practical example is live translation , which Samsung plans to launch on its 2024 Galaxy devices. Imagine calling somewhere you want to visit to get information without worrying about whether staff speak the same language as you. Another example is greater AI personalisation in popular apps you already use. Uber’s CEO Dara Khosrowshahi has recently touted the company's increasing use of personalised AI algorithms , which will learn about your habits and make suggestions based on what you’re doing. For the true early adopters, real-time travel interventions could also mean ditching your screen entirely and clipping a screenless personal translator and travel assistant to your chest. This is the unusual idea behind the new talking and projecting AI Pin from Humane , a start-up backed by investors including OpenAI’s Sam Altman, that promises to function a bit like the universal translator from Star Trek . Will anyone want to actually wear the pin or will it go the way of previously hyped devices such as Google Glass? It certainly raises a host of ethical questions about privacy and data protection. Yet the more that AI products successfully help in addressing on-the-go problems, the more travellers will come to rely on them too. JD Shadel

12. Skip-gen travel

What’s the trend? Skip-gen travel describes when grandparents holiday with grandchildren, in other words, "skipping" a generation. “In the past few months, I've had around twice as many enquiries as usual for grandchild/grandchild bookings,” says Clio Wood, founder of family retreat company &Breathe . “There’s been a rising trend of grandparents taking their grandchildren away,” agrees Ollie Summers, Head of Sales at bespoke operator Scott Dunn . “Often to places that have a sentimental meaning to them.”

Why will it matter in 2024? Several travel agencies have created itineraries to cater specifically for this demand in 2024. “Skip-gen safaris are emerging as a micro-trend from the UK, reflecting a niche traveller group now well established in the US luxury market,” says Liane Goldring of Mahlatini Luxury Travel . “The grandparents are usually in their 70s and still active enough to fully embrace a fully guided safari adventure.” Original Travel, meanwhile, has relaunched its Bonding Holidays Collection , featuring trips focussed on discovering something new together, such as its 14-day Family Ranching itinerary in the American West. Some of this growth can be attributed to big-ticket lockdown promises coming to fruition. Now, amid the UK’s cost of living crisis, parents are also keen to make the most of the time and childcare support of their typically baby boomer, more comfortably retired parents. Plus, the global ratio of living grandparents to grandchildren is higher than ever, thanks to a combined increase in life expectancy and drop in the number of children per person. We’re even said to be living in the "the age of the grandparent". Don’t expect this trend – or your grandparents – to slow down anytime soon. Becky Lucas

Glamorous train travel

13. Train travel gets glam

What’s the trend? Rising climate consciousness has fuelled a rail travel revival, the luxury train niche is reaching new heights of popularity, extravagance and ambition. Travel booking platforms are reporting growing demand for luxury rail trips , where the journey is, yes, the destination. In fact, new design-forward train lines increasingly rival the finest hotels for the culinary experiences and bells and whistles on offer.

Why will it matter in 2024? A new wave of rail lines and itineraries launching in 2024 puts an emphasis on deeper immersion into the culture and landscapes of the destinations, which are more and more off the beaten track. Responding to growing demand for luxury train travel among its user base, specialist platform Railbookers plans to launch arguably the most geographically extensive and expensive luxury train itinerary around. With prices per person starting at $113,599, the 80-day Around the World by Luxury Train voyage will cross four continents and 13 countries. Beginning in August , the slow journey will string together existing luxury rail trips including Canada’s Rocky Mountaineer from Vancouver to Jasper and India’s Maharajas Express from Delhi to Mumbai. In Asia, the previously paused Eastern & Oriental Express is making a grand comeback starting in February, with carriages getting an upscale revamp and its legendary route being retraced through Malaysia's landscapes. Meanwhile, Japan is a hot destination for its scenic train journeys such as the exclusive Train Suite Shiki-shima , which quickly closed applications for its 2024 trips due to demand. And in Europe, six new train lines will commence or terminate in Rome under Accor's La Dolce Vita umbrella, with suites designed by starchitects Dimorestudio, building on the cultural legacy of the famous Orient Express . JD Shadel

14. Restaurateur-owned hotels

What’s the trend? Restaurants and hotels are the two linchpins of the hospitality industry. And naturally, the two are often intertwined on one premises. Until recently, though, most hotels weren’t started or owned by restaurateurs. Yet as food-focused travel keeps increasing, with people hankering for the next hot reservation and planning entire trips around discovering a culture through its food, it makes sense that restaurateurs are adding hotelier to their CVs – and ensuring their new properties have impressive food offerings. We’d be remiss not to mention Nobu, which began as a restaurant in 1994 and in 2013 launched its global hotel brand, as a harbinger of the trend.

Why will it matter in 2024? Just as design brands (RH, West Elm) have opened hotels in recent years, now restaurateurs are getting in on the action. In the USA, restaurateur and 12-time James Beard award nominee Sam Fox has just launched the Global Ambassador in Phoenix, Arizona, with five restaurants. Santa Barbara’s Good Lion Hospitality is relaunching Petit Soleil , a Californian wine country boutique hotel, with a new bar and restaurant slated for next spring. The Lafayette Hotel & Club was debuted last summer in San Diego by Arsalun Tafazoli, founder of a local hospitality group that operates 16 bars and restaurants. The hotel has five restaurants and bars, with two more opening by the end of the year. In Dallas, Harwood International, which owns a dozen or so restaurants in the area, opened Hôtel Swexan in June. In the St Gallen region of Switzerland two hotels were recently added to beloved restaurants: the revamped Mammertsberg  and  Gasthaus Traube . In Slovenia, AS Hotel is a new place to stay launched Sebastjan Raspopović, son of chef Svetozar Raspopović-Pope of renowned restaurant Gostilna AS in Lublijana. Aside from a restaurant by Raspopović-Pope, the hotel has an eatery by Michelin-lauded chef Ana Roš. Finally,  R48 , and its lauded Chef’s Table, was opened in Tel Aviv last spring by R2M Hospitality Group, which also runs restaurants CoffeeBar and Herzl 16. Devorah Lev-Tov

15. Silent travel

What’s the trend? In an age of overstimulation, silence might be just what we need from our travels in 2024. Offering a chance to restore and reset, silent travel represents a more mindful kind of trip, one that doesn’t leave you needing a holiday to recover from your holiday. Silent meditation retreats are an increasingly popular wellness trend, but silent travel also encompasses secluded nature resorts, sleep retreats , quiet hotels , silent walking tours and even silent disco and concert experiences.

Why will it matter in 2024? Saturated with stress and screen time, many of us are looking for ways to disconnect. The silent walking trend that recently took TikTok by storm reflects a growing impulse to escape the noise of our tech-fuelled lives and embrace the quiet, with promising implications for wellbeing. One 2015 study suggests silence may help to stimulate brain development, while another found that two minutes of silence during or after relaxing music increased the music's calming effects. With the Global Wellness Institute forecasting a 21 per cent increase in wellness tourism in the next two years, what better counter to the chaos of our always-on lives than silence? Silent travel is also part of a move towards more sustainable tourism. Quiet Parks International , for example, offers unique nature experiences in dedicated quiet spaces, reducing noise pollution for the surrounding wildlife. Silent travel opportunities abound in 2024. Kick off the year with a silent retreat in Portugal (with Innate ) or Italy (with Mandali ). More adventurous silent-seekers can trek the peaceful Japanese Kumano Kodo trail, or explore Finland’s Arctic landscape with a Silence & Nature Tour . For a tailor-made silent experience, Black Tomato’s Blink camp offers luxury accommodation in the world’s most remote settings, while its Get Lost programme promises to help you find yourself by getting lost in a far-flung location. Tasha Kleeman

16. Urban gardens

What’s the trend? Never mind the biophilic office and those pot plants you forget to water: whole cities are going green as architects and planners create leafy microclimates amid the grey concrete to help keep us cooler, connect communities and even feed us.

Why will it matter in 2024? Having trees and gardens in our cities is a pretty good idea. King Nebuchadnezzar certainly thought so, which is why his Hanging Gardens of Babylon made it into travel’s first-ever bucket list – the Seven Wonders of the Ancient World – back in the 2nd century BC. Nowadays planting trees creates much-needed shade, stores carbon and increases biodiversity, but it also makes our cityscapes so much nicer. While Valencia, an early adopter of urban greening with its 12km-long Turia Garden in 1986, is the 2024 European Green Capital, France is busy planting trees like there’s no tomorrow: go to Paris for the 2024 Olympics and you’ll spot budding new forests growing in Place du Colonel-Fabien, Place de Catalogne and in the Charonne district, while Bordeaux’s Grandeur Nature project includes urban cooling islands, micro-forests and rain gardens. All of which will doubtless be discussed at the ISHS Green Cities 2024 symposium, hosted by RHS Garden Wisley in Surrey, England, in September. Meanwhile, on Cyprus – an island that experienced temperatures of 44℃ in 2023 – the new Salina Park opens in time for summer shade in the seaside city of Larnaca. In Brazil, Rio’s Hortas Cariocas is a groundbreaking achievement that will be completed by the end of 2024: the largest urban vegetable garden in the world, connecting 56 community gardens across favelas and schools. And in London, the £1-billion Google building in King’s Cross will show just what can be done with one structure. Designed by Thomas Heatherwick, the "landscraper" – only 11 storeys high but stretching out longer than the Shard is tall – is hoped to provide a blueprint for future urban projects: running along the rooftop is a multi-level garden, with wildflowers, lawns and decked seating areas, set with more than 55,000 plants and 250 trees. Can you dig it? Rick Jordan

17. Back-of-house tours

What’s the trend? Greener hotels giving us a look behind the scenes to show us – not just tell us – they're sustainable. We don't mean a look-see at solar panels or composting, but heart-lifting experiential tours that help us appreciate why it matters to support socio-economic uplift through tourism. In South America, Blue Apple Beach invites visitors to get up close and personal with the community work it does in Colombia through its impact fund. Founder Portia Hart wanted more than token-gesture carbon offsetting, where locals themselves could decide how money was spent. In Africa, guests of the Bushcamp Company contribute to initiatives through the Luangwa Conservation and Community Fund. A popular excursion in Zambia is visiting the boreholes that are installed with outreach funds. Each pump provides fresh drinking water to hundreds of people a day, and visitors who spend time with those gathered get a very tangible insight into how such provisions funded by hospitality can literally change lives in regions most affected by a warming planet.

Why will it matter in 2024? Transparency is on the up as the European Union's Corporate Sustainability Reporting Directive comes into force and greenwashing is coming close to being officially outlawed. A year of droughts, floods and heatwaves also reminds us we need to make better-informed choices in our travel planning – and all the better if we can also get a crash course in the science and sociology of positive impact. Experiences that go beyond explaining responsible practices, but demonstrate a deep respect for communities on the climate-change frontlines and help make their challenges relatable to visitors are especially helpful. Juliet Kinsman

18. Wild feasting

What’s the trend? Have you ever noticed how food always tastes better outdoors? But in today’s modern world many of us are more used to eating a sandwich while staring at a screen. Wild feasting describes the trend for beautifully curated culinary experiences in natural environments with the incorporation of hyper-local and foraged ingredients. In Sweden, for example, you can tap into a network of do-it-yourself outdoor restaurants where you book a table in a scenic location, search for nettles, birch leaves, lingonberries and trumpet chanterelles, and then cook them on an open fire according to a recipe card provided by a Michelin-grade chef.

Why will it matter in 2024? A greater range of wild feasting opportunities will give urbanites a chance to properly connect over food. Leading the way is Noah Ellis, founder of the UK's Nomadic Dinners. “Since launching in 2018, we experienced compounded year-on-year growth for our feasting and foraging experiences,” he says. In 2024 he will be hosting a new series of fire feasts, including one set among the bluebells. Also tapping into the zeitgeist is TikTok star Alexis Nikole Nelson (aka the Black Forager) who will publish a book about wild food in 2024. And don’t forget, 2024 is the last year you will be able to eat at Copenhagen ’s legendary, foraging-focused restaurant Noma before it turns into a test kitchen and closes to the public. Another innovator is Holmen Lofoten’s Kitchen On The Edge Of The World series in the Norwegian Arctic Circle, where guests can participate in four nights of wild feasts cooked by top chefs. In 2024, these will include Lennox Hastie, José Pizarro and Heidi Bjerkan. Ingunn Rasmussen, owner of Holmen Lofoten, says: “Now, as when we were little kids, gathering around a bonfire in the wilderness, sharing stories, feasting under the stars in these magical, remote surroundings is one of the absolute highlights, both for our guests and for us.” Jenny Southan

19. Plan-free travel

What's the trend? Saying no to endless scrolling to plan every inch of a trip, and saying yes to spontaneity instead. The power of the algorithm-spawned era of Fomo travel is waning, with those once secret spots made Insta-famous becoming tired and cookie-cutter, and the drive to plan a trip around them losing momentum. The rising counter movement is travel with no plans at all.

Why will it matter in 2024? The plan-free appeal is going one step further in 2024. Booking.com recently reported that 50 per cent of UK travellers want to book a surprise trip in 2024, where everything, even the destination, is unknown until arrival. And it’s possible to do it via travel companies such as Black Tomato, whose Get Lost service offers customers the ability to simply select a preferred environment – polar, jungle, desert, mountain or coastal – and leave its team decide everything else. “While we launched Get Lost several years ago, post-pandemic we’ve seen a notable and rising uptick in bookings and enquiries,” says Black Tomato co-founder Tom Marchant. Journee offers a similar surprise element, with travellers only finding out where they’re going at the airport. The service, which includes a full itinerary and access to a team via Whatsapp, is particularly popular with solo female travellers, while overall demand has grown so much that the London -based brand recently launched trips in the USA. Lauren Burvill

20. Frontier tourism

What’s the trend? To go above and beyond. Or below and under. As crossings of the tumultuous Drake Passage to Antarctica rack up millions of TikTok views and traffic jams form on Everest, canny travellers are seeking more individual, less obvious experiences that combine thrill-seeking with more meaningful self-empowerment.

Why will it matter in 2024? One person’s frontier is another’s backyard, of course, so frontiers are entirely subjective here. For some, this could mean being the first to camp under the stars in a remote landscape, or hike an ancient pilgrimage trail that’s been off the map for centuries. It’s still possible to bag a rare place on a Kamba African Rainforest Experience in the Republic of the Congo, being one of just 12 people to explore a game park the size of Belgium. Black Tomato, meanwhile, is designing an intrepid new expedition to the remote Mitre Peninsula in Argentina, along with a trip in Peru navigating the Sacred Valley of the Incas by raft. “This sort of adventure goes beyond bragging rights and is more akin to self-empowerment and the gratification of pushing our own horizons,” says Black Tomato co-founder Tom Marchant. The Ultimate Travel Company is also heading to Peru, a country repositioning itself for luxury travellers, with stays at Puqio, its first tented exploration camp,, in the remote Colca Valley in the Southern Peruvian Andes. Wilderness camping is also pegging out fresh terrain in Kyrgyzstan, with yurt stays on the steppes trending for 2024, according to Wild Frontiers, as is Mongolia ; while Albania, Mongolia, Pakistan and the Empty Quarter of Oman are all on the radar for an increasing number of travellers. And while the space-age pods of White Desert have already sold out for New Year’s Eve 2024 and 2025, latter-day frontiersfolk can take the path less travelled and explore the frozen continent’s southern coast (99 per cent of visitors go from South America to the northwest) with The Ultimate Travel Company’s new Ross Sea cruises, seeing the Ross Ice Shelf and Transantarctic Mountains. Don’t forget to pack your penknife. Rick Jordan

2024 travel trends: what the experts predict

A look at the travel trends and destinations set to drive the tourism industry

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The year of 'surprise travel'?

• Lonely Planet's Best in Travel

Set-jetting continues to take off

Music tourism 'accelerates', palate-led holidays and uk getaways, cultural exploration and quaint cities, journeys with 'a sense of purpose'.

• Michelin Guide 'keys'

Fodor's 2024 'No List'

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'More and more surprise trip companies have popped up' 

"Surprise travel" may become the big trend of 2024, said David Farley on the  BBC . A survey of 27,000 travellers in 33 countries by  Booking.com  found that 52% are "keen" to book a surprise trip where "everything down to the destination is unknown until arrival". In the last decade, "more and more surprise trip companies have popped up", Farley added, and the "element of mystery" is "tempting travellers to seek a new way to see the world".

Mongolia and Nairobi included in Lonely Planet's Best in Travel

Mongolia is tipped as one of the top countries to visit 

In its "Best in Travel" report for 2024, Lonely Planet has predicted the world's top 50 countries, regions, cities, best value and most sustainable destinations. Looking at the top places to "unwind, connect, eat, learn and journey", there's "plenty to pack in" over the next year. Destinations highlighted in the report include Mongolia (country), Western Balkans' Trans Dinarica Cycling Route (region), Nairobi in Kenya (city), Spain (sustainable) and The Midwest, USA (best value).

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The new season of 'Emily in Paris' will inspire travel to the French capital

Travellers turning to their TV sets and movie screens for inspiration "shows no signs of stopping in 2024", said Expedia Group . In its "Unpack '24: The Trends in Travel" survey, more than half of travellers have researched or booked a trip to a destination "after seeing it on a TV show or movie", and one in four admit that TV shows and films "are even more influential on their travel plans than they were before". In fact, travellers say TV shows influence their travel decisions more than Instagram, TikTok and podcasts. 

In its "set-jetting forecast", the group predicts the "entertainment-inspired destinations" tourists will be heading to in 2024. The top picks include Thailand, inspired by "The White Lotus" season three; Romania, inspired by "Wednesday" season two; Malta, inspired by the new "Gladiator 2" film; and Paris, inspired by "Emily in Paris" season four. 

Taylor Swift performs at Lumen Field, Seattle, on the Eras Tour

Travel technology company Amadeus has released its fourth travel trends report. Using the latest data and industry-leading insight, travel in 2024 will be dominated by five trends: music tourism, business class fares unbundled, influencers becoming agents, artificial intelligence matures, and electric vertical take-off and landing (eVTOL) aircraft prepare for take-off. 

Music tourism is a trend that's expected to "accelerate" in 2024, Amadeus said. After the social isolation of the pandemic, when bands and musical artists were "grounded for months", a "boom" in concerts and festivals in 2023 tapped into "a desire for connection". When Taylor Swift announced her Asia Pacific tour dates for 2024, Amadeus research suggested that Swift's concert dates in Australia, Singapore and Japan had a "significant impact on travel searches and booking volumes to the countries".  

Lucknam Park Hotel & Spa in Wiltshire is part of the PoB Hotels collection  

PoB Hotels ' "Cultivating Luxury" market trends report found that palate-led holidays and increased domestic getaways in the UK were among the key findings for 2024. Food and drink "undeniably take centre stage" in "capturing the attention" of domestic travellers, commanding an impressive 82% of their interests. A significant 54% of affluent high net worth individuals (HNWIs) plan to enjoy "three or more" leisure holidays within the UK in the upcoming year, reflecting a "notable increase on the previous 12 months". And a considerable 27% of affluent/HNW travellers anticipate taking UK trips "lasting three or more nights" in the coming year. 

Bydgoszcz in Poland is one of the 'quaint cities' attracting interest  

"Cultural exploration" will "more than ever" be a priority for travellers, Skyscanner said in its 2024 travel trends report. Expect "gig trippers" to jet off to see their favourite artists and "budget bougie foodies" to seek out the very best food experiences. When it comes to the destinations that are whetting would-be tourists' appetites, the metasearch engine and travel agency has seen an increase in searches for "quaint cities" such as Vigo in Spain (+1,235%) and Bydgoszcz in Poland (+313%). Meanwhile, the cost-of-living crisis remains "top of mind" with Skyscanner's "Everywhere" search tool being the "top search destination for travellers globally". 

'Off-grid' Peru is on Black Tomato's 2024 destination hotlist 

The founders of luxury travel company Black Tomato predict that travellers will be looking to journey with "a sense of purpose" in 2024. With ever increasing demands on time, and the desire to make travel truly count, travellers want to create "positive and lasting change" – not only in the destinations they visit, but in their own lives. 

"What we've uncovered," said Black Tomato, is that the feeling a trip ultimately evokes "greatly informs the destination booked". For groups "craving togetherness", journeys which "strengthen bonds and connection" are "prioritised". Black Tomato has picked out "off-grid" Peru, Morocco's Tangiers, the Mitre Peninsula in remotest Argentine Patagonia, and New Zealand's waterways on its 2024 destination hotlist.

The new Michelin Guide 'keys'

Which hotels will get a Michelin key? 

The Michelin Guide will award hotels with "keys" as part of a "new rating system" launching in 2024, said the Visit California PR Pulse Report. The system will be aimed at recognising hotels based on factors including "location, design, service, uniqueness and value". As it does for restaurants, the guide said it intends to independently recommend hotels that "constitute true destinations" and will propose a new selection of more than "5,000 remarkable hotels in 120 countries".

Venice is one of the destinations that has been impacted by overtourism

Most travel experts recommend places to go in their annual reports, but Fodor's has a "No List" of nine regions to "reconsider" in 2024. The travel guide company said it's not a "round-up of spots we revile", it's a "declaration of places we revere". However, the "frenzied admiration", and "incessant need to experience them", are "not sustainable". 

The 2024 No List focuses on three main areas of tourist impact: overtourism, rubbish production, and water quality and sufficiency. For overtourism, Venice in Italy, Athens in Greece, and Mount Fuji in Japan are highlighted. Rubbish production no-gos include San Gabriel Mountains National Monument in California, Ha Long Bay in Vietnam, and the Atacama Desert in Chile. While water quality and sufficiency has impacted Lake Superior in North America, the Ganges River in India, and Koh Samui in Thailand.

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What next for travel and tourism? Here's what the experts say

In many countries, more than 80% of travel and tourism spending actually comes from the domestic market. Image:  Unsplash/Surface

.chakra .wef-1c7l3mo{-webkit-transition:all 0.15s ease-out;transition:all 0.15s ease-out;cursor:pointer;-webkit-text-decoration:none;text-decoration:none;outline:none;color:inherit;}.chakra .wef-1c7l3mo:hover,.chakra .wef-1c7l3mo[data-hover]{-webkit-text-decoration:underline;text-decoration:underline;}.chakra .wef-1c7l3mo:focus,.chakra .wef-1c7l3mo[data-focus]{box-shadow:0 0 0 3px rgba(168,203,251,0.5);} Julie Masiga

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Stay up to date:, travel and tourism.

• In 2020 alone, the travel and tourism sector lost $4.5 trillion and 62 million jobs globally.
• But as the world recovers from the impacts of the COVID-19 pandemic, travel and tourism can bounce back as an inclusive, sustainable, and resilient sector.
• Two experts highlight some of the key transformations in the sector going forward during the World Economic Forum's Our World in Transformation series.

The Travel & Tourism sector was one of the hardest hit by the COVID-19 pandemic, leaving not only companies but also tourism-driven economies severely affected by shutdowns, travel restrictions and the disappearance of international travel.

In 2020 alone, the sector lost $4.5 trillion and 62 million jobs, impacting the living standards and well-being of communities across the globe. Moreover, the halt in international travel gave both leisure and business travellers the chance to consider the impact of their choices on the climate and environment.

Amid shifting demand dynamics and future opportunities and risks, a more inclusive, sustainable and resilient travel and tourism sector can be - and needs to be - built.

The World Economic Forum's Travel & Tourism Development Index 2021 finds that embedding inclusivity, sustainability and resilience into the travel and tourism sector as it recovers, will ensure it can continue to be a driver of global connectivity, peace and economic and social progress.

We spoke to Sandra Carvao , Chief of Market Intelligence and Competitiveness at the United Nations World Tourism Organization (UNWTO), and Liz Ortiguera , CEO of the Pacific Asia Travel Association in Thailand (PATA), and asked them to highlight some of the key areas of risk and opportunity in the sector during an episode of the World Economic Forum's Our World in Transformation series.

Have you read?

Travel & tourism development index 2021: rebuilding for a sustainable and resilient future, towards resilience and sustainability: travel and tourism development recovery, how can we really achieve sustainability in the travel sector, what are some of the top global trends you're witnessing currently in the travel and tourism sector.

Liz Ortiguera: Given the extended lockdown that we had on travel with the pandemic, vacation for friends and relatives (VFR) is now a high priority for people who haven’t been in touch for a long time thanks to the pandemic. So, people are reconnecting. And that kind of links to the second trend, which is multi-purpose or blended travel. Never before, particularly now that we can connect digitally through Zoom, has the ability to work from anywhere enabled travellers to cover multiple purposes, like visits with friends and multiple business trips. So, we'll find that the duration of travel and the length of stay is longer. And third is the continued high focus on safety and wellness which is top of mind for travellers due to the pandemic. All travel is wellness-related now.

Sandra Carvao: I think there is a bigger concern with sustainability, which is very welcome in our industry. Consumers, particularly the younger generation, are much more aware of the impact they have, not only on the environment but also socially and on the communities they live in. We've also seen an increase in expenditure per trip, so I think people are very eager to go outside, and they're staying longer. And on the other side, I think there are some challenges: we’re seeing a rise in late bookings because restrictions can change at short notice and that’s having an impact on the decisions of travellers. This is putting pressure on the industry in terms of planning and anticipating fluctuations in demand.

Social media surveys have shown that travellers who have immersive experiences are more likely to post about them, which is good for the industry.

What is community-based tourism and why is it important?

Sandra Carvao: One of the positive impacts of the pandemic is that people are looking for local experiences and are spending more time with communities. So, the concept of community-based tourism is obviously one that puts the community at the core of every development, ensuring that it's engaged and empowered and that it benefits. At the UNWTO, we worked with the G20 and the Saudi presidency back in 2020 and produced a framework for tourism development in communities, which states that communities need to be part of the planning and management of tourism activities. We need to go beyond traditional definitions of community to a point where the industry leans on partnerships between the public and private sectors and communities.

Liz Ortiguera: In July 2022, PATA is hosting a destination-marketing forum and one of the key themes is community-based tourism. The purpose is really to put the community and authenticity-in-culture activities at the heart of the travel experience. There are benefits for all stakeholders. One is that travellers can have an authentic experience. They're not in overcrowded, touristic locations and they experience something new and unique within the community. These experiences are designed in partnership with communities who get the benefit of financial inclusion, and if activities are designed properly, the reinforcement of their cultural heritage. Governments also engage in economic development more broadly across countries. Another interesting trend is creative tourism, which means you create an experience for tourists to participate in, like a dance lesson, or a cooking lesson. Social media surveys have shown that travellers who have these kinds of immersive experiences are more likely to post about them online and that's good for the industry.

It is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.

How is technology and innovation helping to leverage cultural resources?

Sandra Carvao: One interesting trend we’re seeing is that more and more people are booking trips directly, so communities need to be supported to digitize their systems. Education and upskilling of communities are important so that they can leverage digital platforms to market themselves. From the tourists’ perspective, it is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.

Liz Ortiguera: People have been living virtually for more than two years. Amazing innovations have emerged, such as virtual reality and augmented reality, and all kinds of applications and tools. But the important thing is the experience. The destination. Real-world experiences need to remain front and centre. Technology tools should be viewed as enablers and not the core experience. And when it comes to staff, technology can really democratize education. There’s an opportunity to mobilize a mobile-first approach for those who are on the frontlines, or out in the field, and can’t easily access computers, but need to get real-time information.

How is the sector dealing with labour shortages and re-employment of the workforce?

Liz Ortiguera: Labour shortages are much more dynamic in North America and in Europe. But it’s having a knock-on effect on Asia. If, for example, their air carriers are limited by staff and they have to cancel flights, which we're very much seeing out of Europe, seating capacity then becomes a limiting factor in the recovery of Asia Pacific. That's the main constraint right now. And compounding that is the rising price of fuel. But people in the Asia Pacific are keen to get reemployed.

Sandra Carvao: Labour shortages are a priority for the sector in countries around the world. Many workers left the sector during the pandemic and the uncertainty that surrounded the measures taken to contain it left many people unsure of whether the sector would recover. It is time to address things like conditions, scheduling, and work/life balance, all things which have been top of mind for workers during the pandemic. As the sector recovers, we need time to bring new hires on board and to train them to take over where those who switched jobs left off.

Are we seeing a growing trend towards domestic tourism?

Sandra Carvao: We’re talking about 9 billion people travelling within their own countries. And in many countries, for example in Germany, more than 80% of the tourism spending actually comes from the domestic market, similarly in countries like Spain and even smaller economies. Whenever it's possible to travel again, domestic markets tend to be more resilient. They kick off first mostly due to perceptions of safety and security issues. As the world economy recovers from the pandemic, there is a good opportunity for nations to rethink their strategy, look at the domestic market in a different way, and leverage different products for domestic tourists.

When it comes to sustainable tourism, how quickly could we mainstream eco-friendly modes of transportation?

Sandra Carvao: Transport is one of the key contributors to energy impacts and tourism. But it's also important that we look at the whole value chain. The UNWTO together with the One Planet Sustainable Tourism Programme just launched the Glasgow Declaration, which includes green commitments from destinations and companies. We’re seeing a strong movement in the airline industry to reduce emissions. But I think, obviously, technological developments will be very important. But it's also very important to look at market shifts. And we can't forget small islands and developing states that rely on long-haul air travel. It’s important to make sure that we invest in making the problem much less impactful.

Liz Ortiguera: 'Travel and tourism' is such a broad encompassing term that it’s not fair to call it an industry: it is actually a sector of many industries. The pandemic taught us how broad the impact of the sector is in terms of sustainability. There's a big movement in terms of destination resilience, which is the foundation for achieving sustainability in the journey to net-zero. We now have standards to mitigate that impact including meetings-and-events (MIE) standards and standards for tour operators. There are multiple areas within our industry where progress is being made. And I'm really encouraged by the fact that there is such a focus not just within the sector but also among consumers.

This interview was first done at the World Economic Forum's studios in Geneva as part of 'Our World in Transformation' - a live interactive event series for our digital members. To watch all the episodes and join future sessions, please subscribe here .

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The future of tourism: Bridging the labor gap, enhancing customer experience

As travel resumes and builds momentum, it’s becoming clear that tourism is resilient—there is an enduring desire to travel. Against all odds, international tourism rebounded in 2022: visitor numbers to Europe and the Middle East climbed to around 80 percent of 2019 levels, and the Americas recovered about 65 percent of prepandemic visitors 1 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. —a number made more significant because it was reached without travelers from China, which had the world’s largest outbound travel market before the pandemic. 2 “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Recovery and growth are likely to continue. According to estimates from the World Tourism Organization (UNWTO) for 2023, international tourist arrivals could reach 80 to 95 percent of prepandemic levels depending on the extent of the economic slowdown, travel recovery in Asia–Pacific, and geopolitical tensions, among other factors. 3 “Tourism set to return to pre-pandemic levels in some regions in 2023,” United Nations World Tourism Organization (UNWTO), January 17, 2023. Similarly, the World Travel & Tourism Council (WTTC) forecasts that by the end of 2023, nearly half of the 185 countries in which the organization conducts research will have either recovered to prepandemic levels or be within 95 percent of full recovery. 4 “Global travel and tourism catapults into 2023 says WTTC,” World Travel & Tourism Council (WTTC), April 26, 2023.

Longer-term forecasts also point to optimism for the decade ahead. Travel and tourism GDP is predicted to grow, on average, at 5.8 percent a year between 2022 and 2032, outpacing the growth of the overall economy at an expected 2.7 percent a year. 5 Travel & Tourism economic impact 2022 , WTTC, August 2022.

So, is it all systems go for travel and tourism? Not really. The industry continues to face a prolonged and widespread labor shortage. After losing 62 million travel and tourism jobs in 2020, labor supply and demand remain out of balance. 6 “WTTC research reveals Travel & Tourism’s slow recovery is hitting jobs and growth worldwide,” World Travel & Tourism Council, October 6, 2021. Today, in the European Union, 11 percent of tourism jobs are likely to go unfilled; in the United States, that figure is 7 percent. 7 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022.

There has been an exodus of tourism staff, particularly from customer-facing roles, to other sectors, and there is no sign that the industry will be able to bring all these people back. 8 Travel & Tourism economic impact 2022 : Staff shortages, WTTC, August 2022. Hotels, restaurants, cruises, airports, and airlines face staff shortages that can translate into operational, reputational, and financial difficulties. If unaddressed, these shortages may constrain the industry’s growth trajectory.

The current labor shortage may have its roots in factors related to the nature of work in the industry. Chronic workplace challenges, coupled with the effects of COVID-19, have culminated in an industry struggling to rebuild its workforce. Generally, tourism-related jobs are largely informal, partly due to high seasonality and weak regulation. And conditions such as excessively long working hours, low wages, a high turnover rate, and a lack of social protection tend to be most pronounced in an informal economy. Additionally, shift work, night work, and temporary or part-time employment are common in tourism.

The industry may need to revisit some fundamentals to build a far more sustainable future: either make the industry more attractive to talent (and put conditions in place to retain staff for longer periods) or improve products, services, and processes so that they complement existing staffing needs or solve existing pain points.

One solution could be to build a workforce with the mix of digital and interpersonal skills needed to keep up with travelers’ fast-changing requirements. The industry could make the most of available technology to provide customers with a digitally enhanced experience, resolve staff shortages, and improve working conditions.

Would you like to learn more about our Travel, Logistics & Infrastructure Practice ?

Complementing concierges with chatbots.

The pace of technological change has redefined customer expectations. Technology-driven services are often at customers’ fingertips, with no queues or waiting times. By contrast, the airport and airline disruption widely reported in the press over the summer of 2022 points to customers not receiving this same level of digital innovation when traveling.

Imagine the following travel experience: it’s 2035 and you start your long-awaited honeymoon to a tropical island. A virtual tour operator and a destination travel specialist booked your trip for you; you connected via videoconference to make your plans. Your itinerary was chosen with the support of generative AI , which analyzed your preferences, recommended personalized travel packages, and made real-time adjustments based on your feedback.

Before leaving home, you check in online and QR code your luggage. You travel to the airport by self-driving cab. After dropping off your luggage at the self-service counter, you pass through security and the biometric check. You access the premier lounge with the QR code on the airline’s loyalty card and help yourself to a glass of wine and a sandwich. After your flight, a prebooked, self-driving cab takes you to the resort. No need to check in—that was completed online ahead of time (including picking your room and making sure that the hotel’s virtual concierge arranged for red roses and a bottle of champagne to be delivered).

While your luggage is brought to the room by a baggage robot, your personal digital concierge presents the honeymoon itinerary with all the requested bookings. For the romantic dinner on the first night, you order your food via the restaurant app on the table and settle the bill likewise. So far, you’ve had very little human interaction. But at dinner, the sommelier chats with you in person about the wine. The next day, your sightseeing is made easier by the hotel app and digital guide—and you don’t get lost! With the aid of holographic technology, the virtual tour guide brings historical figures to life and takes your sightseeing experience to a whole new level. Then, as arranged, a local citizen meets you and takes you to their home to enjoy a local family dinner. The trip is seamless, there are no holdups or snags.

This scenario features less human interaction than a traditional trip—but it flows smoothly due to the underlying technology. The human interactions that do take place are authentic, meaningful, and add a special touch to the experience. This may be a far-fetched example, but the essence of the scenario is clear: use technology to ease typical travel pain points such as queues, misunderstandings, or misinformation, and elevate the quality of human interaction.

Travel with less human interaction may be considered a disruptive idea, as many travelers rely on and enjoy the human connection, the “service with a smile.” This will always be the case, but perhaps the time is right to think about bringing a digital experience into the mix. The industry may not need to depend exclusively on human beings to serve its customers. Perhaps the future of travel is physical, but digitally enhanced (and with a smile!).

Digital solutions are on the rise and can help bridge the labor gap

Digital innovation is improving customer experience across multiple industries. Car-sharing apps have overcome service-counter waiting times and endless paperwork that travelers traditionally had to cope with when renting a car. The same applies to time-consuming hotel check-in, check-out, and payment processes that can annoy weary customers. These pain points can be removed. For instance, in China, the Huazhu Hotels Group installed self-check-in kiosks that enable guests to check in or out in under 30 seconds. 9 “Huazhu Group targets lifestyle market opportunities,” ChinaTravelNews, May 27, 2021.

Technology meets hospitality

In 2019, Alibaba opened its FlyZoo Hotel in Huangzhou, described as a “290-room ultra-modern boutique, where technology meets hospitality.” 1 “Chinese e-commerce giant Alibaba has a hotel run almost entirely by robots that can serve food and fetch toiletries—take a look inside,” Business Insider, October 21, 2019; “FlyZoo Hotel: The hotel of the future or just more technology hype?,” Hotel Technology News, March 2019. The hotel was the first of its kind that instead of relying on traditional check-in and key card processes, allowed guests to manage reservations and make payments entirely from a mobile app, to check-in using self-service kiosks, and enter their rooms using facial-recognition technology.

The hotel is run almost entirely by robots that serve food and fetch toiletries and other sundries as needed. Each guest room has a voice-activated smart assistant to help guests with a variety of tasks, from adjusting the temperature, lights, curtains, and the TV to playing music and answering simple questions about the hotel and surroundings.

The hotel was developed by the company’s online travel platform, Fliggy, in tandem with Alibaba’s AI Labs and Alibaba Cloud technology with the goal of “leveraging cutting-edge tech to help transform the hospitality industry, one that keeps the sector current with the digital era we’re living in,” according to the company.

Adoption of some digitally enhanced services was accelerated during the pandemic in the quest for safer, contactless solutions. During the Winter Olympics in Beijing, a restaurant designed to keep physical contact to a minimum used a track system on the ceiling to deliver meals directly from the kitchen to the table. 10 “This Beijing Winter Games restaurant uses ceiling-based tracks,” Trendhunter, January 26, 2022. Customers around the world have become familiar with restaurants using apps to display menus, take orders, and accept payment, as well as hotels using robots to deliver luggage and room service (see sidebar “Technology meets hospitality”). Similarly, theme parks, cinemas, stadiums, and concert halls are deploying digital solutions such as facial recognition to optimize entrance control. Shanghai Disneyland, for example, offers annual pass holders the option to choose facial recognition to facilitate park entry. 11 “Facial recognition park entry,” Shanghai Disney Resort website.

Automation and digitization can also free up staff from attending to repetitive functions that could be handled more efficiently via an app and instead reserve the human touch for roles where staff can add the most value. For instance, technology can help customer-facing staff to provide a more personalized service. By accessing data analytics, frontline staff can have guests’ details and preferences at their fingertips. A trainee can become an experienced concierge in a short time, with the help of technology.

Apps and in-room tech: Unused market potential

According to Skift Research calculations, total revenue generated by guest apps and in-room technology in 2019 was approximately $293 million, including proprietary apps by hotel brands as well as third-party vendors. 1 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. The relatively low market penetration rate of this kind of tech points to around $2.4 billion in untapped revenue potential (exhibit).

Even though guest-facing technology is available—the kind that can facilitate contactless interactions and offer travelers convenience and personalized service—the industry is only beginning to explore its potential. A report by Skift Research shows that the hotel industry, in particular, has not tapped into tech’s potential. Only 11 percent of hotels and 25 percent of hotel rooms worldwide are supported by a hotel app or use in-room technology, and only 3 percent of hotels offer keyless entry. 12 “Hotel tech benchmark: Guest-facing technology 2022,” Skift Research, November 2022. Of the five types of technology examined (guest apps and in-room tech; virtual concierge; guest messaging and chatbots; digital check-in and kiosks; and keyless entry), all have relatively low market-penetration rates (see sidebar “Apps and in-room tech: Unused market potential”).

While apps, digitization, and new technology may be the answer to offering better customer experience, there is also the possibility that tourism may face competition from technological advances, particularly virtual experiences. Museums, attractions, and historical sites can be made interactive and, in some cases, more lifelike, through AR/VR technology that can enhance the physical travel experience by reconstructing historical places or events.

Up until now, tourism, arguably, was one of a few sectors that could not easily be replaced by tech. It was not possible to replicate the physical experience of traveling to another place. With the emerging metaverse , this might change. Travelers could potentially enjoy an event or experience from their sofa without any logistical snags, and without the commitment to traveling to another country for any length of time. For example, Google offers virtual tours of the Pyramids of Meroë in Sudan via an immersive online experience available in a range of languages. 13 Mariam Khaled Dabboussi, “Step into the Meroë pyramids with Google,” Google, May 17, 2022. And a crypto banking group, The BCB Group, has created a metaverse city that includes representations of some of the most visited destinations in the world, such as the Great Wall of China and the Statue of Liberty. According to BCB, the total cost of flights, transfers, and entry for all these landmarks would come to $7,600—while a virtual trip would cost just over $2. 14 “What impact can the Metaverse have on the travel industry?,” Middle East Economy, July 29, 2022.

The metaverse holds potential for business travel, too—the meeting, incentives, conferences, and exhibitions (MICE) sector in particular. Participants could take part in activities in the same immersive space while connecting from anywhere, dramatically reducing travel, venue, catering, and other costs. 15 “ Tourism in the metaverse: Can travel go virtual? ,” McKinsey, May 4, 2023.

The allure and convenience of such digital experiences make offering seamless, customer-centric travel and tourism in the real world all the more pressing.

Three innovations to solve hotel staffing shortages

Is the future contactless.

Given the advances in technology, and the many digital innovations and applications that already exist, there is potential for businesses across the travel and tourism spectrum to cope with labor shortages while improving customer experience. Process automation and digitization can also add to process efficiency. Taken together, a combination of outsourcing, remote work, and digital solutions can help to retain existing staff and reduce dependency on roles that employers are struggling to fill (exhibit).

Depending on the customer service approach and direct contact need, we estimate that the travel and tourism industry would be able to cope with a structural labor shortage of around 10 to 15 percent in the long run by operating more flexibly and increasing digital and automated efficiency—while offering the remaining staff an improved total work package.

Outsourcing and remote work could also help resolve the labor shortage

While COVID-19 pushed organizations in a wide variety of sectors to embrace remote work, there are many hospitality roles that rely on direct physical services that cannot be performed remotely, such as laundry, cleaning, maintenance, and facility management. If faced with staff shortages, these roles could be outsourced to third-party professional service providers, and existing staff could be reskilled to take up new positions.

In McKinsey’s experience, the total service cost of this type of work in a typical hotel can make up 10 percent of total operating costs. Most often, these roles are not guest facing. A professional and digital-based solution might become an integrated part of a third-party service for hotels looking to outsource this type of work.

One of the lessons learned in the aftermath of COVID-19 is that many tourism employees moved to similar positions in other sectors because they were disillusioned by working conditions in the industry . Specialist multisector companies have been able to shuffle their staff away from tourism to other sectors that offer steady employment or more regular working hours compared with the long hours and seasonal nature of work in tourism.

The remaining travel and tourism staff may be looking for more flexibility or the option to work from home. This can be an effective solution for retaining employees. For example, a travel agent with specific destination expertise could work from home or be consulted on an needs basis.

In instances where remote work or outsourcing is not viable, there are other solutions that the hospitality industry can explore to improve operational effectiveness as well as employee satisfaction. A more agile staffing model  can better match available labor with peaks and troughs in daily, or even hourly, demand. This could involve combining similar roles or cross-training staff so that they can switch roles. Redesigned roles could potentially improve employee satisfaction by empowering staff to explore new career paths within the hotel’s operations. Combined roles build skills across disciplines—for example, supporting a housekeeper to train and become proficient in other maintenance areas, or a front-desk associate to build managerial skills.

Where management or ownership is shared across properties, roles could be staffed to cover a network of sites, rather than individual hotels. By applying a combination of these approaches, hotels could reduce the number of staff hours needed to keep operations running at the same standard. 16 “ Three innovations to solve hotel staffing shortages ,” McKinsey, April 3, 2023.

Taken together, operational adjustments combined with greater use of technology could provide the tourism industry with a way of overcoming staffing challenges and giving customers the seamless digitally enhanced experiences they expect in other aspects of daily life.

In an industry facing a labor shortage, there are opportunities for tech innovations that can help travel and tourism businesses do more with less, while ensuring that remaining staff are engaged and motivated to stay in the industry. For travelers, this could mean fewer friendly faces, but more meaningful experiences and interactions.

Urs Binggeli is a senior expert in McKinsey’s Zurich office, Zi Chen is a capabilities and insights specialist in the Shanghai office, Steffen Köpke is a capabilities and insights expert in the Düsseldorf office, and Jackey Yu is a partner in the Hong Kong office.

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How Demographics, Loneliness, Work and Climate Will Define the Future of Travel

Rafat Ali , Skift

September 24th, 2023 at 11:11 AM EDT

We are ready to decipher and define the next decade of travel. Are you onboard?

All summer, I was thinking through a few long-term themes that I am obsessed with due to their impact on the future of travel. Books, podcasts, a wide range of media sources – this was the hyper-absorption phase of my learning.

As we enter the busiest week of the year for us at Skift, with the 10th annual Skift Global Forum starting Tuesday, I have written about these themes below. We’ll be discussing them at the Forum with the biggest names in the travel and tech industries.

These are the four major forces that will have the most impact: demographic shifts, the pervasive loneliness crisis, the evolving future of work, and the urgent need for climate adaptation . The pandemic accelerated these trends and they will shape the future of travel in profound ways. The travel industry and global community must confront them now.

1. Demographic Changes: The Aging Global Population

The world’s population is aging rapidly. As the median age of many nations steadily rises, there’s growing demand for amenities, services, and experiences tailored to an older demographic. For the travel industry, this means a potential shift in popular destinations, types of accommodations, and the nature of activities offered.

There will be issues, such as labor shortages, since many travel jobs rely on younger workers. But there is also an opportunity for the travel industry: to craft enriching, accessible, and tailored travel experiences for an older yet increasingly active and adventurous population.

2. The Loneliness Crisis: Addressing Isolation in Western Societies

The pandemic intensified feelings of isolation, especially in some Western societies where community ties may not be robust. It’s a loneliness crisis, and people are seeking meaningful connections more than ever.

The travel industry has a unique chance to help: It can create community-driven travel experiences or group travels centered around shared interests and themes. This issue may also increase the attraction of traveling to collectivist cultures of countries in Asia, Africa and Latin America, and offers a hint for long-term growth potential of travel in those markets.

3. The Future of Work: AI and Evolving Leisure Patterns

The workplace is undergoing a big transformation. Advances in AI are automating a range of jobs, altering the very fabric of traditional employment. There’s no question this change is disruptive. But as work routines shift and provide more flexibility, people might find they have more leisure time.

How will they spend it? Travel could very well be the answer. But travel companies need to be agile, offering experiences that cater to varied schedules and evolving work-leisure dynamics.

4. Climate Adaptation: The Imperative of Sustainable Travel

The immediate crisis of climate change demands immediate attention. For the travel sector, this means confronting the environmental impact of tourism. Sustainable travel practices and investments in green infrastructure are just some of the ways the industry can move towards a more resilient and sustainable future.

At Skift, our commitment is unwavering: to decipher these evolving trends and provide you with insights, research, and global perspectives. Through our reporting, research, and events, we aim to equip you with the knowledge and foresight needed to navigate this changing landscape. As the world changes, the travel industry’s ability to adapt — or lack thereof — will shape our shared future.

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Tags: climate change , demographics , future of work , sgf2023 , tourism , Travel Trends

Top Travel Industry Trends (2024-2027)

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The travel and tourism industry is growing at an annual rate of 4.41% .

By 2026, the projected market value will be just under $1 billion.

Here are seven trends driving the future of the travel space.

1. Travelers go it alone

One website reports that 25% of all American millennials plan to travel by themselves each year.

Statistics show that the number of people traveling solo increased by 42% even before the pandemic.

According to Travel Market Report , Intrepid Travel is a small-group travel company that plans trips for 75,000 people per year.

Data shows that more than 50% of the travelers booking with them are going alone.

Overseas Adventure Travel, another small-group travel company, has seen such a boom in solo travel that they’ve upped the number of single spaces they have available in 2021, a 76% increase over 2019.

Solo travelers are big on social media too.

2. Travelers crave local experiences

The "experience economy" is huge in the travel industry.

But fewer and fewer people may be settling for commonplace vacation activities in the coming years.

Instead, “consumers [will] pursue authentic experiences , distancing themselves from mainstream tourism providers and venturing into pastimes that feel more meaningful”.

Data insights company AirSage marks this as an emerging trend because “people no longer want boring and conventional travel experiences as much as they used to. Instead, they would rather pay for vacations that are once-in-a-lifetime opportunities”.

Airbnb is betting on this trend.

Their website has offered the opportunity for consumers to book “experiences” since 2016.

But they also added online experiences in 2020 for people who are seeking to connect with locals without leaving their homes.

Other companies are banking their entire business model on this trend.

Withlocals offers “personalized traveling” — the opportunity for travelers to book private tours and activities with locals around the world.

Camping (and glamping) trips have also become a popular way for people to travel while experiencing the local culture and staying safe amidst the pandemic.

Outdoorsy has been called the “Airbnb of RV rentals”.

And their sales exploded to $1 billion in 2020. That’s 400% growth since 2019.

Under Canvas runs seven glamping camps in wilderness locations across the United States aimed at exploring the local landscape and inspiring human connections.

The company reported a “surge" in demand in 2020 and had "strong" advanced bookings during 2021.

3. Travel tech adoption accelerates

As with nearly all businesses, technology is presenting the travel industry with seemingly endless opportunities.

The pandemic has only increased the speed of tech adoption in the travel industry.

A McKinsey survey showed that, because of COVID-19, “companies have accelerated the digitization of their customer and supply-chain interactions and of their internal operations by three to four years".

One example: room service robots.

Two Chinese hotel giants invested in ExcelLand, a manufacturer that already had 3,000 robots in operation.

BTG Homeinnes is looking at these robots as a way to control costs and safeguard guests.

Hotels, airlines, booking sites, and others are using chatbots like never before.

Travelers can chat with providers during every stage of their journey.

And, they won’t (always) feel like they’re talking to a robot. Advances in AI have made this type of communication hassle-free.

United Airlines has launched an “ Agent on Demand ” service that allows travelers at the airport to video chat with a customer service representative simply by scanning a QR code.

More and more airlines and airports are deploying facial recognition technology.

Corporations and government entities tout this technology as a boon for travel safety.

But many privacy advocates have put a halt to this emerging trend. They warn that this type of surveillance could easily turn dystopian.

With all of this new tech, companies are also continuing to capitalize on an older piece of technology — the smartphone.

Stats show that travelers who book tours and activities on their phone spend 50% more than those who book elsewhere.

4. Consumers blend business and leisure travel

The latest statistics say there are nearly 5 million digital nomads in America.

The concept of being location-independent, traveling and working remotely, has become even more popular since the start of the pandemic.

The hospitality industry is starting to cater specifically to digital nomads.

Aruba is opening its beaches up to travelers who’d like to work remotely, calling the marketing campaign “ One Happy Workation ”.

Visitors can stay for up to 90 days. And do not need any governmental documentation.

Barbados and the Cayman Islands will also let you work remotely from paradise for an extended period of time.

Booking.com reports that the "workation" trend is going strong.

More than 50% of travelers say they would extend their business trip to enjoy personal time at their destination.

In 2020, hotels began catering to locals who needed a quiet place to work.

The Hamilton Hotel in Washington, DC, is just one example. It’s WFH-Work From Hamilton program offers rooms on a 6:00 am to 7:00 pm schedule.

5. The travel industry gets serious about sustainability

Recent data shows that more than half of US travelers believe there aren’t enough options when it comes to sustainable travel .

A poll conducted on behalf of Exodus Travels went even deeper into consumers’ attitudes .

• 91% of travelers see the importance of taking ethical trips
• 56% believe in buying souvenirs from local merchants
• 44% want to support local businesses at their destination

Sustainable travel involves minimizing impact on the local cultural environment.

And also taking an eco-friendly approach to the physical environment.

Nearly 70% of travelers say they are more likely to book accommodations if they know the property is planet-friendly.

Many in the travel industry have recently made commitments to preserving the environment.

For example, India-based ITC Hotels Group has LEED certified each of its hotels.

As of 2023, hotels in the state of California will no longer be allowed to provide single-use toiletries in plastic bottles to their guests.

Marriott International has made a pledge to remove these types of plastics from all their hotels, too. But the pandemic has put a temporary stop to that plan.

A recent report from Skift made this summary statement regarding sustainable travel in the future:

“[It’s a] less flashy way of viewing and traveling the world . . . with an emphasis on safety, sustainability, and profound experiences while getting from point A to B without wrecking the climate and local quality of life in the process”.

6. Electric Air Travel Goes Mainstream

Speaking of sustainability, it looks like flying Teslas are finally here.

And they have the potential to make a big impact on at least three large industries:

The aircraft manufacturing industry, with over $200 billion in annual revenue between the top 3 manufacturers alone (Boeing, Airbus and Lockheed).

Commercial airlines, with $838 billion in annual revenue (pre-COVID).

And the ride-hailing and taxi industry, which was valued at $219.68 billion in 2022.

Electric vehicles are cheaper to run , less expensive to maintain , and better for the environment than vehicles powered by conventional fossil fuels.

That’s just as true for aircraft as it is for cars.

When it comes to electric aircraft, there are two main types: fixed-wing airplanes and eVTOLs.

Fixed-wing electric airplanes are just what they sound like. There aren’t any 747-sized electric airliners yet, but smaller commuter planes are in production.

Eviation is leading the charge. This startup produces a 620-mile range, 9-seat commuter plane called the Alice.

According to the company, flying the Alice is dramatically cheaper than a regular internal-combustion powered airplane.

For a 100-mile flight, conventional fuel for a similar-sized Cessna would cost about $400. In Eviation’s electric Alice, it would only be about $10 .

Eviation recently merged with Clermont Aerospace after a $108.5 million valuation.

At the same time, AeroTEC and MagniX are teaming up to retro-fit existing airplanes with electric motors - with similar improvements to efficiency.

There are also electric-hybrid airplanes in development.

For example, the Project 804 by United Technologies.

As well as the Aero by Zunum, a startup backed by Boeing and JetBlue.

And the E-Fan X by Airbus and Rolls-Royce. This project was shut down in April 2021, but only after achieving its three main initial research goals (according to Airbus).

That covers fixed-wing electrics.

The other major kind of electric aircraft is the eVTOL.

eVTOL stands for “electric vertical take-off and landing”.

Non-electric VTOL examples include anything from helicopters to drones and Harrier Jump Jets.

eVTOLs tend to be smaller than their non-electric cousins, and designed for shorter flights across cities.

Some look like passenger-carrying quadcopter drones. While others have a fixed-wing component like regular airplanes.

Search interest in eVTOLs has been exploding lately as startups and major aircraft manufacturers demonstrate new eVTOL models.

In July 2020, Airbus conducted the first public flight of its autonomous 4-seat CityAirbus multicopter eVTOL. The CityAirbus has a projected range of about 60 miles (or 15 minutes).

Airbus also has Vahana , in development by its Silicon Valley innovation arm, Acubed .

For its part, Boeing’s Aurora Flight Sciences has been developing solutions for an air-taxi service in partnership with Uber. Including an autonomous electric passenger air vehicle.

Separately, Boeing is also reportedly partnering with Porsche to develop another eVTOL.

And Tokyo-based “flying car” manufacturer SkyDrive raised a series B of 3.9 billion yen (about $37 million) and conducted its first public manned demonstration of the SkyDrive SD-03.

The SD-03 is the world’s smallest eVTOL, requiring only as much space on the ground as 2 parked cars.

That small footprint is one of the main advantages eVTOLs have over traditional fossil-fuel powered VTOLs like helicopters.

eVTOLs like the ones mentioned above use multiple smaller electric motors with rotors spread out across the aircraft. Whereas a typical helicopter uses one main internal-combustion engine with two huge rotors stacked above. (Plus a smaller one in the tail.)

eVTOLs’ multi-motor design is called a “distributed electric propulsion” (DEP) system.

DEP systems have numerous advantages. They make piloting easier, reduce the footprint required for take-off and landing, and increase safety through redundancy (if one motor fails, there may be 7 more still running).

They also reduce noise emissions, as the rotors don’t have to spin as fast.

Noise and vibrations within the cabin are lower as well.

Thanks to these advantages, dozens of eVTOL manufacturers are currently vying to capture a share of the nascent “urban air mobility” market: eVTOLs used to fly over traffic.

Germany, Holland, Belgium, France, Mexico, and Brazil have all been experimenting with urban air mobility initiatives.

But with all those benefits, why hasn’t electric air travel caught on before?

Two words: energy density.

In other words, the amount of stored energy in one pound of “fuel” — whether gas, diesel, kerosene or batteries.

Currently, conventional fossil fuels have more energy density than batteries. That’s why electric cars are generally heavier than their gas-powered counterparts. They have to be, in order to store enough power.

For aircraft, this added weight poses an obvious problem.

But it’s a problem we’re getting closer to solving.

Tesla CEO Elon Musk has said that an energy density of 400 Wh/kg (watt-hours per kilogram) is the crossover point for lithium-ion batteries to beat kerosene jet fuel. Once battery technology reaches that level, the sky’s the limit for electric aircraft.

Today, the energy density of industry-leading Tesla batteries is currently about 260 Wh/kg. (Up from 124 Wh/kg in 2007.)

So when might we get to 400 Wh/kg?

Very soon, according to Musk.

(Though he has also said that Tesla has no near-term plans to make electric aircraft.)

That’s it for the top seven trends driving the travel and tourism industry forward into 2024 and beyond.

Through these trends, we can see a dynamic relationship between the travel industry and consumers.

It’s a push-and-pull that’s sure to continue in 2025 and companies that can adapt quickly to the changing wants and needs of travelers are the best suited for future success.

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Top Tourism Trends in the United States

by Bryan Reynolds | Nov 17, 2023 | Destination Marketing

The landscape of travel and tourism continues to evolve, greatly influenced by changes in tourism technology , societal attitudes, and lifestyle preferences. As we look forward to 2024, let’s explore the top trends that will shape the US tourism industry.

1. Set-Jetting Continues its Vogue

“ Set-jetting, ” a term coined to describe traveling to locations featured in movies and TV shows, will persist as a significant trend in 2024. The intrigue of visiting the real-life backdrops of popular entertainment content continues to captivate American travelers, offering them an immersive experience of their favorite fictional worlds. Some popular choice include the following places.

• King’s Landing from Game of Thrones – Fans flock to Dubrovnik, Croatia, which served as the setting for the Westeros capital.
• The Lord of the Rings Trilogy Locations – New Zealand’s breathtaking landscapes were transformed into Middle Earth, attracting a swarm of Tolkien fans every year.
• Downton Abbey’s Highclere Castle – Located in England, this historic structure draws fans eager to experience the grandeur of the Crawley family’s home.
• Breaking Bad’s Albuquerque – The New Mexico city, where the influential series was shot, offers guided tours to the show’s key locations.
• Harry Potter’s Hogwarts – The Wizarding World of Harry Potter in Universal Studios (Orlando, Florida, and Hollywood, California) allows fans to step into the famous school of witchcraft and wizardry.

As you can see, the set-jetting trend expands beyond traditional destinations and allows travelers to relive their most cherished on-screen moments.

2. Value Redefined Through Experience

Travelers are increasingly seeking value through experiences rather than material acquisitions. About 85% of US travelers plan to take the same number, if not more, trips abroad in 2024 compared to 2023, with a focus on authentic, local experiences. This shift in mindset towards experiential travel signifies a desire for deeper connections with destinations and cultures. Consider the following ideas or popular tours.

• Culinary Tours – A culinary expedition is a fantastic way to explore a region’s culture. These tours often involve visits to local markets, cooking classes with regional ingredients, and dining experiences at traditional restaurants.
• Wildlife Safaris – Natural reserves and national parks across the globe offer wildlife safaris, allowing travelers to delve into the wild and see exotic animals in their natural habitats.
• Hiking and Trekking – Outdoor enthusiasts often opt for hiking or trekking expeditions in scenic locales, such as the Appalachian Trail in the US, the Inca Trail in Peru, or the Himalayan foothills.
• Vineyard Visits – Wine lovers frequently travel to famous wine-producing regions like Napa Valley, Tuscany, or Bordeaux, where they can tour vineyards, learn about wine-making processes, and participate in wine tasting sessions.
• Historical and Heritage Tours – Traveling to historical sites like the Acropolis in Greece, the Pyramids of Giza in Egypt, or Rome’s Colosseum provides a deeply enriching experience, connecting travelers with the past.
• Wellness Retreats – These have become increasingly popular, with travelers heading to destinations like Bali, Costa Rica, or India for yoga, meditation, and wellness therapies.
• Festivals and Cultural Events – Visiting a locale during a traditional festival or event, such as Rio’s Carnival, India’s Holi, or Germany’s Oktoberfest, offers a unique cultural immersion.
• Volunteer Tourism – Also known as “voluntourism,” this involves traveling to a destination to contribute to a cause, such as wildlife conservation, teaching, or construction projects.

Does your location offer any of these? Perhaps you can explore ways to incorporate these experiences into your current offerings.

3. Increase in Bleisure Trips

“Bleisure,” a blend of business and leisure travel, is another trend gaining momentum. More professionals are combining business trips with leisure activities, extending their stays to explore destinations. This trend reflects a blurring line between work and personal life, fueled by remote working arrangements.

Consider this scenario: John, a software engineer from Seattle, is scheduled to attend a week-long tech conference in Barcelona. Leveraging the trend of “bleisure,” John decides to extend his stay. His company covers the initial flight and hotel costs for the conference duration. After the event, John takes a few vacation days to delve into the local scene.

He starts his post-conference ‘bleisure’ time by exploring the Gothic Quarter’s narrow medieval streets. He then visits the iconic Sagrada Familia and the Picasso Museum to get his dose of art and architecture. He indulges in local cuisines at vibrant tapas bars and dives into the city’s nightlife.

John also decides to take a quick trip to the beautiful beach town of Sitges, just a short train ride away from Barcelona. By extending his business trip into a personal vacation, he manages to blend work with leisure, making the most out of his travel experience.

How Can We Apply This it Tourism Marketing?

• Promote Bleisure Opportunities – Market your destination or property as an ideal place for both work and leisure. Highlight local attractions, cultural experiences, and relaxation options to entice business travelers to extend their stay.

4. Upgraded Air Travel Arrangements

In 2024, 38 percent of U.S. travelers are looking to upgrade their air travel arrangements to Business or First Class. This trend indicates a growing willingness among travelers to invest in comfort and luxury during their journeys.

• Upgrade Travel Experiences – Consider offering premium package options that include business or first-class air travel. Highlight the comfort, luxury, and exclusive services this upgrade provides to attract customers willing to invest in high-end travel experiences.

5. Local Exploration and Sustainable Travel

Exploring locally is a top trend to watch in 2024, with travelers keen on discovering hidden gems in their own backyards. This trend aligns with the increased focus on sustainable travel, as local exploration often involves low-impact activities and supports small businesses .

This is important to know because it means that travelers are becoming more conscious of their impact on the environment and local communities, and are actively seeking sustainable options.

• Boost Local Tourism – Implement marketing campaigns focused on promoting local exploration. Highlight off-the-beaten-path attractions, local cuisine, and unique experiences that cater to travelers looking for sustainable and locally-focused trips. This can also support local businesses and foster community development.
• Introduce Sustainable Practices – Emphasize your company’s sustainability efforts by implementing eco-friendly practices such as reducing plastic usage, promoting responsible tourism, or supporting local conservation projects. This will appeal to the growing number of conscious travelers looking to minimize their environmental impact while exploring new destinations.

By staying current with these travel trends and leveraging AI to enhance your offerings, you can attract and retain customers in the dynamic landscape of 2024. So keep an eye out for emerging technologies and adapt your strategies accordingly to stay ahead in the ever-evolving travel industry. The possibilities are endless, and the growth potential is immense. Start preparing now, and get ready to soar into a successful future.

It’s Important to Pay Attention to the Rise of AI and Personalization

Automated bookings and personalization are set to increase in 2024 . With advancements in artificial intelligence (AI), travel companies can offer personalized recommendations based on travelers’ preferences, enhancing the overall customer experience.

• Customized Itinerary Suggestions – AI can analyze individual traveler’s interests, past trips, and preferences to suggest tailored itineraries. This includes recommendations on destinations, accommodations, attractions, and even local cuisines.
• Predictive Analytics – AI-powered predictive analytics can forecast travel trends, helping companies cater to customer demand more accurately. This could include predicting popular travel times, anticipating customer needs, or even suggesting off-the-beaten-path destinations that a traveler may enjoy.
• Chatbots for 24/7 Customer Service – AI chatbots can provide round-the-clock personalized assistance, answering travelers’ inquiries, providing travel suggestions, and even facilitating bookings. This significantly enhances the customer experience as it saves time and ensures instant support.
• Dynamic Pricing – AI can help in implementing dynamic pricing strategies, adjusting prices based on factors such as demand, time of booking, and customer preferences. This allows companies to optimize revenue while also offering competitive pricing to customers.
• Personalized Marketing – AI can help travel companies personalize their marketing campaigns, targeting individual customers with deals, packages, or experiences that align with their interests. This increases the likelihood of bookings and enhances customer satisfaction.
• Improved Accessibility – Using AI, travel platforms can become more accessible, offering personalized options for travelers with different needs. This can include information about wheelchair-friendly destinations, dietary-specific restaurant recommendations, or hearing-impaired friendly tours.

As AI continues to evolve and become more sophisticated, it is sure to revolutionize the travel industry, providing travelers with a more personalized and seamless experience.  So keep an eye out for AI-powered solutions that can enhance your offerings and attract more customers in 2024.

• Leverage AI in Marketing Campaigns – Utilize AI to analyze customer behavior and preferences, curate personalized marketing messages and recommend tailored travel packages. This could significantly enhance customer engagement and conversion rates.

Local Tourism Trends in the USA for 2024

Local tourism in the USA is expected to flourish in 2024, driven by shorter, frequent trips. The appeal of weekend getaways or short vacations lies in their convenience and affordability. With diverse landscapes and rich cultural heritage, the US offers ample opportunities for mini-adventures, from beach escapes and mountain retreats to city breaks.

In line with the overall trend towards experiential travel, local tourists are also seeking unique, off-the-beaten-path experiences. Whether it’s exploring a new hiking trail, visiting a local craft brewery, or attending a community festival, these experiences allow travelers to engage with their local surroundings in meaningful ways. All of these are good things to think about when putting together a tourism business plan . 

The tourism trends for 2024 reflect a shift towards more personalized, experiential, and sustainable travel. As the industry continues to adapt to these changes, travelers can look forward to more enriching and memorable journeys.

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Top 9 Travel Trends & Innovations in 2024

How are the latest trends in the travel industry reshaping trip planning and enhancing tourist experiences in 2024? Explore our in-depth industry research on the top 9 travel trends based on our analysis of 3500+ companies worldwide. These trends include AI, immersive tourism, IoT, contactless travel & more!

Technological advancements in the travel industry meet the growing demand for personalized experiences, safety, and sustainability. Post the COVID-19 pandemic, emerging travel trends mark a shift towards contactless travel through digital payments, self-check-ins, and more. Additionally, artificial intelligence (AI), the Internet of Things (IoT), and blockchain are automating various hospitality and travel-related operations.

For instance, smart hotels make use of internet-connected devices to remotely control rooms. Further, businesses offer virtual tours by adopting extended reality (XR) technologies like virtual reality (VR) and augmented reality (AR). Travel companies also leverage data analytics to personalize marketing. At the same time, traveler assisting solutions like chatbots and voice technology aid them in booking accommodation and optimizing journeys. These travel trends improve the overall profitability of the tourism industry and enable it to make operations more sustainable and safe.

This article was published in July 2022 and updated in February 2024.

Innovation Map outlines the Top 9 Travel Trends & 18 Promising Startups

For this in-depth research on the Top 9 Trends & Startups, we analyzed a sample of 18 global startups and scaleups. The result of this research is data-driven innovation intelligence that improves strategic decision-making by giving you an overview of emerging technologies & startups in the travel industry. These insights are derived by working with our Big Data & Artificial Intelligence-powered StartUs Insights Discovery Platform , covering 2 500 000+ startups & scaleups globally. As the world’s largest resource for data on emerging companies, the SaaS platform enables you to identify relevant startups, emerging technologies & future industry trends quickly & exhaustively.

In the Innovation Map below, you get an overview of the Top 9 Travel Trends & Innovations that impact travel & tourism companies worldwide. Moreover, the Travel Innovation Map reveals 3 500+ hand-picked startups, all working on emerging technologies that advance their field.

Top 9 Travel Trends

• Artificial Intelligence
• Immersive Tourism
• Internet of Things
• Contactless Travel
• Big Data & Analytics
• Post-Pandemic Tourism
• Tour Premiumization

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Tree Map reveals the Impact of the Top 9 Travel Trends

Based on the Travel Innovation Map, the Tree Map below illustrates the impact of the Top 9 Travel Industry Trends in 2024. Startups and scaleups are enabling contactless travel using technologies like biometrics, radio-frequency identification (RFID), and near-field communication (NFC). This is due to increasing health and hygiene concerns post the pandemic. The use of AI in tourism ensures hassle-free trip planning while AR and VR allow tourists to virtually visit various locations and excursions. IoT increases visibility into tourism industry operations and allows passengers to track their luggage more efficiently. Further, the demand for personalized and luxurious travel is rising. Several startups enable recreational space travel as well as offer sustainable travel options to passengers.

Global Startup Heat Map covers 3 635 Travel Startups & Scaleups

The Global Startup Heat Map below highlights the global distribution of the 3 635 exemplary startups & scaleups that we analyzed for this research. Created through the StartUs Insights Discovery Platform, the Heat Map reveals that the US, Europe, and India see the most activity.

Below, you get to meet 18 out of these 3 635 promising startups & scaleups as well as the solutions they develop. These 18 startups are hand-picked based on criteria such as founding year, location, funding raised, and more. Depending on your specific needs, your top picks might look entirely different.

Interested in exploring all 3500+ travel startups & scaleups?

Top 9 Travel Trends in 2024

1. artificial intelligence.

Hotels employ intelligent chatbots, powered by AI, to provide quick and personalized responses to traveler inquiries. These chatbots simplify the booking process and gather customer reviews, aiding potential travelers in making informed decisions. Moreover, AI-based robots enhance the customer experience by automating hotel disinfection and delivering room service.

At airports, these robots guide travelers and assist with luggage handling. Facial recognition technology, driven by AI, expedites identity verification at airports, enhancing security and offering a swift alternative to traditional methods. Startups are developing AI-powered trip planning solutions, optimizing journeys, and personalizing travel experiences.

Travel Professor develops a Travel Chatbot

UK-based startup Travel Professor offers an AI-enabled chatbot for travelers. The startup’s chat widget software monitors multiple flight deals and notifies users when their preferences match. It also provides travel destination recommendations and flight price alerts. This allows travelers to book economical flights and have a budget-friendly tourism experience.

Pneuma Travel facilitates Travel Planning

US startup Pneuma Travel develops a voice-assisted digital agent, Sarah , to streamline the process of travel planning. This assistant, powered by AI, excels in arranging flight and accommodation bookings and assists travelers in discovering a variety of activities. Sarah , available round the clock, provides continuous support for all travel-related inquiries.

Moreover, Sarah customizes travel options according to individual preferences and budgetary constraints. The agent further enhances the travel experience by providing insights into local attractions in unfamiliar cities. Importantly, Sarah enables real-time modifications to travel plans, in compliance with specific airline policies, thereby minimizing waiting times for users.

2. Immersive Tourism

Immersive tourism caters to the growing demand for meaningful experiences among travelers, leveraging AR, VR, and mixed reality (MR). VR simulates original locations through a computer-generated environment, allowing tourists to virtually explore destinations. It provides travelers with a comprehensive 360-degree tour of points of interest.

AR enhances the travel experience with interactive elements such as navigation maps and ads. Travel companies employ AR and VR-based gamification to heighten tourist attractions. Moreover, these technologies enable hotels and resorts to present amenities and rooms in an engaging, interactive manner.

VR Travel Expo offers VR-based Travel Plans

US startup VR Travel Expo develops a VR travel application to transform the way people research and book travel. The application enables users to plan their vacations more efficiently. It provides an engaging platform for users to explore and expand their knowledge of the world. Moreover, it employs 3D geospatial technology that creates real-time digital twins of the world. This further enhances the travel planning experience.

AR Tour makes AR Glasses

Italian startup AR Tour offers AR-powered tours. The startup’s AR glasses superimpose reconstructed images of archaeological ruins to show how the site originally was. Its tour informs the tourists about the site’s history and significance via an audio-visual package. Moreover, the startup designs lightweight AR glasses to prevent motion sickness among tourists, improving convenience.

3. Internet of Things

IoT generates ample data that tourism companies leverage to personalize services in their subsequent visits. Hotels use IoT sensors to enable smart rooms that automate room lighting, temperature, and ambiance control, enhancing guest comfort. These sensors adjust appliances in vacant rooms, conserving energy and reducing the building’s carbon footprint.

Startups harness IoT to deliver location-specific information to customers, including real-time luggage tracking via IoT tags, minimizing lost items. Airlines also incorporate IoT-based solutions into seats, monitoring passenger temperature and heart rate for proactive health management.

Altitude enables Smart Hotels

New Zealand-based startup Altitude creates an IoT-based hotel software and hardware to develop smart hotels. The startup makes self-service kiosks to automate reservations, room up-gradation, payments, as well as check-in and check-out. Its hotel management platform further enables contactless engagement with guests. Additionally, Altitude’s mobile keys allow guests to open doors using mobile phones, providing convenience and saving time for travelers.

Smart Tour provides Smart Itineraries

Brazilian startup Smart Tour offers smart itineraries using IoT and quick response (QR) codes. The startup recommends travel routes and destinations based on the user’s preference in real-time. This facilitates a seamless experience for travelers. Besides, the user-generated data enables tourism managers to better understand consumer behavior and indulge in proximity marketing. The startup also offers a contact tracing solution to monitor COVID-19 infected travelers and ensure public safety.

4. Contactless Travel

Travelers benefit from contactless recognition technologies like retina scanning, which replace traditional travel documents, speeding up passenger identification and reducing airport queues. QR codes offered by travel companies allow tourists to access relevant information on their mobile devices, enhancing engagement.

Hotels have introduced contactless self-check-ins, enabling visitors to arrange services before arrival. Additionally, contactless payment modes are available in hotels and restaurants for swift and secure transactions. Moreover, wearable devices are transforming the travel experience by providing real-time notifications and touch-free access to services and information.

Loxe designs Smart Hotel Keys

US-based startup Loxe makes smart mobile keys for hotels. The startup’s smartphone app replaces key cards with contactless mobile keys that allow users to unlock doors using smartphones. It also reduces operational costs incurred in the manufacturing of conventional keys or plastic cards. Moreover, the startup designs a Bluetooth retrofit module that converts normal door locks into mobile-ready door locks. This allows hotel owners to easily convert their existing locks into smart ones without additional expenses while improving guest safety and convenience.

Avendi provides Contactless Payment

Singaporean startup Avendi offers contactless and cashless payments for travelers. The startup allows tourists to accumulate expenses throughout their trip and pay at the end of the journey. Avendi’s app utilizes QR codes to add all the billed expenses and shown through its dashboard. The user settles the tab amount in the preferred currency, preventing the inconvenience of cash withdrawal or credit card payments.

5. Big Data & Analytics

Big data empowers travel companies with customer trends for strategic marketing. Analyzing traveler behavior, they offer tailored recommendations for hotel bookings, cab hires, flight reservations, and ticket purchases.

Predicting future demand is another advantage of big data and analytics, helping hotels and airlines identify peak periods to optimize revenue. Advanced analysis of transactional data aids in detecting cyber fraud, and safeguarding sensitive customer information such as credit card details and biometric data.

CheckandPack creates a Travel Platform

Dutch startup CheckandPack offers a big data travel platform. It runs marketing campaigns to gather traveler data and understand tourism trends. Based on these insights, the platform enables businesses to approach travelers with a customized appeal. It also provides travelers with holiday planning.

3Victors provides Travel Data Analytics

US-based startup 3Victors offers travel data analytics. The startup’s product, PriceEye Suite , proactively monitors the prices of numerous airlines to provide insights into competitor prices. It creates a dashboard to display travelers’ location of interest, allowing travel airlines to better manage their revenue and pricing strategy.

6. Post-Pandemic Tourism

Post-pandemic tourism focuses on safe, sustainable, and flexible travel options, responding to evolving traveler preferences and health guidelines. Enhanced health and safety protocols, including regular sanitization and contactless services, become standard in airlines and hotels, ensuring traveler confidence.

Destinations and operators emphasize outdoor and less crowded experiences, catering to a heightened demand for nature-based and wellness travel. Flexible booking policies and trip insurance gain prominence, offering peace of mind amid uncertainties. Sustainable travel gains traction, with tourists and businesses prioritizing environmental impact and community well-being.

GOPASS Global enables Pre-travel Risk Management

Singaporean startup GOPASS Global provides a travel risk analytics platform against COVID-19. It analyzes the biosecurity risk elements involved in a trip, such as border restrictions, quarantine requirements, airport type, and airline transit points or seating in real-time. This allows travelers to assess risk factors and plan their trips accordingly.

Moreover, the startup creates world maps displaying information regarding COVID-prone areas, testing areas, and vaccine coverage. This provides travelers with a preview of the current situation, allowing them to ensure safety during business and leisure travel.

Workcations enables Work from Anywhere

Indian startup Workcations provides properties at tourist destinations for remote-working individuals. It offers amenities like internet connectivity, food, and a quiet ambiance, allowing tourists to work in a peaceful environment without hindrance. This increases employee productivity, motivation, and retention.

7. Tour Premiumization

Hyper-personalization in travel experiences is on the rise, with tourists eager to immerse themselves in diverse cultures. Luxury travelers enjoy tailored experiences and intuitive services through tour premiumization. Health and wellness packages offered by travel startups help tourists unwind.

These retreats enhance health and offer detoxifying food options. Space tourism is another exciting development, offering leisure or research trips to space. Lastly, travel startups are fostering customer loyalty and building strong relationships through membership or subscription models.

STOKE provides Space Tour

US-based startup STOKE facilitates space travel using everyday-operable rockets. The startup’s rockets are reusable and deliver satellites to any desired orbit. This enables on-demand access to space, paving way for space tours for exploration, recreation, and research. The startup also emphasizes the economical and rapid development of its hardware for feasible spacecraft launches, advancing space tourism.

Origin offers Travel Personalization

Dutch startup Origin provides premium travel personalization to tourists. The startup utilizes machine learning and travel curators to plan creative vacations. It also arranges flights and accommodation for travelers. Further, the startup measures the carbon output of itineraries and offers sustainable tourism options.

8. Ecotourism

Traveling responsibly minimizes tourism’s environmental impact and supports local communities’ well-being. Ecotourists strive to reduce their carbon footprint during their journeys. Startups contribute by developing sustainable transport, ecolodges, and solar-powered resorts.

Airline passengers have the option to offset carbon emissions during flight bookings. Local tourism stimulates small businesses economically and creates job opportunities. It also emphasizes minimum littering, which lowers pollution and the time spent on cleanups.

Jet-Set Offset simplifies Flight Carbon Offset

US-based startup Jet-Set Offset creates a carbon-offsetting platform for air travel. The startup partners with non-profit organizations working against climate change and connects them with travelers. Each time travelers book flight tickets via the startup’s platform, Jet-Set Offset contributes a certain amount per mile for their journey to environmental organizations. This way, the passenger’s journey promotes mileage-based donations to offset carbon emissions.

The Green Stamp facilitates Ethical Wildlife Tour

Dutch startup The Green Stamp provides a platform to book ethical wildlife tours. It curates tours based on the tourists’ inclinations toward certain locations or wildlife. Exploration of these projects allows travelers to indirectly contribute to their cause as these wildlife projects donate to the welfare of local communities and the environment.

9. Blockchain

Blockchain provides the travel industry with operational transparency and security. Traceable payments, particularly for international travel, are a key application, that fosters trust among parties involved in transactions.

Automation and enforcement of agreements in travel insurance and supplier contracts are achieved through smart contracts. This strengthens reliability and cuts administrative costs. Travel firms establish customer loyalty programs where points are exchanged for cryptocurrency. Lastly, blockchain increases data storage security, reducing the risk of information leaks.

Upswing facilitates Guest Profiling

Indian startup Upswing creates AURA , a blockchain-powered platform for guest profiling. It provides a holistic view of guests, their preferences, and purchase patterns. The platform associates a score with each guest and suggests improvements in their service. This facilitates hotels to provide a personalized experience to their guests and, in turn, increase sales.

UIQ Travel develops a Solo Traveling App

US-based startup UIQ Travel develops a blockchain-based app to connect solo travelers. It discovers people with shared interests and suggests tours or attractions. Such hyper-personalized recommendations assist in experience discovery and also increase traveler engagement.

Discover all Travel Trends, Technologies & Startups

Tourism, although severely impacted by the pandemic, now continues to rapidly grow across the globe. Post-pandemic trends indicate an increasing emphasis on hygiene and safety during travel. The industry is witnessing the widespread adoption of disruptive technologies like AI, XR, IoT, and blockchain. The travel industry utilizes big data to understand traveler trends for targeted marketing. The transition to ecotourism is accelerating as businesses integrate zero-emission transit and carbon offset programs to reduce their carbon footprint.

The Travel Trends & Startups outlined in this report only scratch the surface of trends that we identified during our data-driven innovation and startup scouting process. Among others, personalization, decarbonization, and travel safety will transform the sector as we know it today. Identifying new opportunities and emerging technologies to implement into your business goes a long way in gaining a competitive advantage. Get in touch to easily and exhaustively scout startups, technologies & trends that matter to you!

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Welcome to WTTC's global Research Hub. Here you will find all our reports which provide critical evidence to empower the public and private sectors, and help to shape policies and investments that bolster Travel & Tourism.  We analyse Travel & Tourism's economic and employment impact in 185 economies, 82 cities and 26 regions worldwide. We also produce reports on the environmental and social impacts of Travel & Tourism, as well as thought leadership reports on themes such as diversity, equity, inclusion and belonging, and retail tourism. Explore full reports (free for WTTC members and purchasable for non-members) or discover valuable insights in our library of freely available economic factsheets.

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Facing travel’s future

Key forces reshaping the travel and tourism industry.

Economic, social, and technological shifts are pushing the travel industry toward seismic change. Learn more about these key changes, their implications on the future of travel, and how travel and tourism companies can adapt to meet evolving traveler expectations.

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Adapting to today’s travelers

Travel is wired for slow changes. Given long aircraft manufacturing times and life cycles, it can take decades to roll out new technology across a fleet. Hotels can be retrofitted for new needs but have limited room for flexibility—and investment in new builds and updates is often impeded by economic conditions like interest rates. In marketing and distribution, effectively connecting supply to consumer tech platforms presents challenges with content, consistency, and bookability—all of which can defy efforts at new merchandising models. Each sector of travel contends with legacy systems that can stymie nimble innovation.

These structural impediments to change have collided with major disruption over the past two decades: shifts in who travels, where they stay, and how they book. Those changes are just the beginning. Deloitte’s Future of Consumer forecasts that the changes of the past 20 years “will pale in comparison to the paradigm shift we are about to see in the coming decade.” The six forces we identified should compel executives across industries to chart a new course and reshape businesses and our broader shared future for the better.

These economic, social, and technological paradigm shifts are pushing the travel industry toward potential seismic change. Facing travel’s future requires a clear understanding of these dynamics and an adaptable approach to meet the evolving expectations of travelers. Capitalizing on these forces and their implications will likely be fundamental to success for players across travel. Ignoring them could lead to a diminishing customer base, erosion of the bottom line, and missed opportunities for growth.

Three major themes shaping the future of travel

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The changing traveler.

The demands of younger, tech-savvy and conspicuously conscious generations will steadily become more prominent than those of boomers, a lucrative segment that is beginning to age out of frequent travel. At the same time, India is joining China as a rising source of visitors. And across geographies, starker lines of affordability could tempt travel providers and investors to put all their chips on luxury, potentially causing them to miss opportunities presented by the mass market.

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Navigating climate headwinds.

The travel industry’s attention to sustainability has grown substantially in recent years. Over the coming decade, even greater investment and innovation is needed as suppliers likely face climate-related pressure on three key fronts: 

• Demand for clear sustainability metrics and ways to mitigate and offset trips’ greenhouse gas emissions, especially from corporate clients and young travelers
• Growing efforts at regulation targeting travel, potentially challenging margins in select categories
• Accelerating impact on the viability and seasonality of some destinations due to heat waves and other extreme weather

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Exponential tech enters a legacy-laden industry.

Travel providers stand to unlock significant savings and improve the trip experience by applying artificial intelligence (AI) to operational efficiencies across their organizations. And more transformational innovations are on the horizon. AI is poised to completely change travel discovery and shopping and has great potential to improve the trip experience. But to deliver functionality that meaningfully eases and enhances travel, providers will need to untangle the legacy technology that has often slowed innovation in the past, as well as committing to rigorous leading-edge data capture, curation, and enablement.

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Download our full report  to learn more about these three themes.

Opportunities and challenges ahead

The travel industry is in a transformative era, shaped by demographic shifts, evolving technologies, and the pressing need for sustainability. As the baton passes from boomers to younger generations, travel providers should adapt to their digital-savvy, value-driven behavior. Rising Asian source markets add a layer of opportunity and complexity. The growing accessibility of AI, particularly Generative AI, promises operational efficiencies and a more personalized traveler experience—especially for those that can update their technology, teams, and thinking to harness it.   

However, amid these advancements, the specter of climate change looms large. The industry should not only mitigate its emissions but also develop clear, trusted standards for measuring sustainability, all while adapting to the changing desirability and viability of destinations due to extreme weather events. As the industry navigates these changes, the future of travel hinges on innovative thinking, a commitment to environmental stewardship, and willingness to invest in a better shared future.

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Checking in on 2023’s Tourism Trends & Predictions – What’s Taking Off & What’s Next?

Discover 2023’s top tourism trends & predictions! Find out which tourism ideas are taking off in tours, activities and attractions — and what operators should be doing about it

by Janelle Visser | 3 July 2023

The middle of 2023 is already upon us, and it has been an active year so far in travel experiences. Our industry continues to recover from the pandemic and growth accelerates region by region.

Tours, activities and attractions are projected to surpass pre-pandemic levels by 2024 , with some regions and individual operators already reaching that benchmark this year. Travelers are on the move, but the way they discover, plan and book has changed significantly. Those trends matter for operators and suppliers of tours, activities, attractions. 

At Arival we’re committed to keeping operators updated on tourism trends and predictions that impact our sector, so as we reach the mid-year mark we decided to take stock. 

This article will explore how the tourism industry trends for 2023 are looking so far, how trends in travel and tourism — tours, activities and attractions in particular — are developing in the latter half of this year and in to next year, and what this means for operators and suppliers of the in-destination experiences industry.

Tourism Predictions for 2023 Overview

At the beginning of the year we took a look at the 2023 travel trends we expected to take off in experiences. In late 2022, ChatGPT was already taking the world by storm, so we anticipated generative AI having a significant role in the travel industry trends to come. 

Google Things to do was a hot topic as well, as consumers increasingly look to book their travel experiences online, and Google develops their Things to do product to capitalize on this increased search activity. 

Many consumers — particularly younger generations of travelers, i.e. Gen Z and Millennials — are looking beyond search engines to discover places to travel and things to do, and thus we expected short-form or vertical videos on Instagram, TikTok and elsewhere to play a growing role in the customer journey. 

Travel consumers’ values have also been shifting towards more authentic, experiential types of travel, and thus one tourism trend in particular has been gaining momentum: immersive travel experiences. 

Younger travelers in particular have been looking to book experiences that align with their values in other ways, too, leading to a growing trend of responsible tourism: consumers are increasingly seeking out companies that align with their values of sustainability and inclusiveness. 

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Trends Exploding in 2023: What’s Taking Off

Each of these trends in tourism have certainly taken shape in different ways as 2023 progresses. Below we discuss how these trends are shaping the travel industry and where they might go from here. 

1. AI in Travel

Generative AI is undoubtedly the hottest topic of 2023 in the tech world. 

It has also been a hot topic at Arival. Marc Mekki’s presentation on the applications of generative artificial intelligence (or “Gen AI”) for the tours and activities industry was hands down the most talked-about session of Arival 360 | Berlin in March. He demonstrated the potential of AI for tour and attraction operators by putting together a tour company from scratch using a variety of generative AI tools, in a shockingly small amount of time and for less than $100. 

Mekki’s key message to travel companies was this: using generative AI can make you stand apart from your competition — in terms of user experience, such as by providing personalized recommendations and improved customer service through things like AI-enhanced chat — but ignore it and risk getting left behind. 

Myriad companies have already developed AI-enhanced tools built specifically to help operators with optimizing tour descriptions, booking automation, guest communication and even helping guests to write reviews. Arival has been keeping a close eye on generative AI developments: check out our list of the tools and resources built specifically for experience operators here. 

2. Shift to Online Accelerates 

The ability to book online is one of the top deciding factors for consumers when booking travel experiences, and mobile bookings now account for over two in five direct bookings for tours and activities and over half of direct bookings for attractions, according to Arival research ( The 2023 Experiences Traveler , The Outlook for Operators ). 

As more consumers book travel experiences online, getting found by these consumers and attracting more direct bookings online has become a key area of focus for savvy tour, activity and attraction operators in 2023. 

One important way to get found is through Google search and maps. Enter Google Things to do. Google has been developing its search product for attraction tickets and tour experiences, and is constantly updating and improving on this product. Are you listed on Google Things to do? Learn more in our latest walkthrough here . 

Another way to ensure you’re getting found is paying attention to your search ranking on Google. Check out our recently updated guide to search engine optimization (SEO) . 

Most importantly, to take advantage of the growth of online booking, ensure your experiences are bookable online! If you’re not yet using a booking system, or you’re thinking of exploring what other systems might be able to offer, our guide on How to Choose a Booking System is designed to help you with this essential business decision. 

3. Short-Form / Vertical Video Influencing Travel Decisions

While consumers are increasingly searching for and booking experiences online, there is a growing trend among younger travelers in particular to redefine the path of discovery , and forgo Google search for social media. 

Short-form video has exploded in popularity with the likes of TikTok, Instagram Reels and Youtube Shorts, and is easily one of the most significant marketing trends of the year so far. Travelers — particularly Gen-Z and Millennials — are increasingly using this to discover and book in-destination experiences. 

For social media savvy operators who might want to do it themselves, here are some of the best practices to stand out on TikTok and Instagram Reels . For those who’d rather leave the video to the experts, working with short-form content creators or “influencers” also offers a unique channel to reach video-oriented younger travelers on their trip inspiration and booking journey. 

Where will this go in the latter half of 2023 and beyond? As companies and creative individuals continue exploring where this trend is going, social media companies will no doubt experiment with new forms of monetization, while development of the sector could also pave the way for a new kind of OTA for Gen-Z.

4. Immersive Travel Experiences / Experiential Tourism

As consumers grow more interested in booking travel experiences, the key word really is experience : travelers don’t just want to go to a place and do something there, they want to experience it.

Immersive experiences can be attractions, like Meow Wolf’s immersive art experiences that are captivating travelers in Santa Fe, Denver and Las Vegas. These types of immersive experiences utilize technology such as augmented reality and projection mapping to design elaborate environments for people to explore. Meow Wolf’s director and co-founder Vince Kadlubek was a featured speaker on the stage at Arival 360 | Las Vegas (Insider Pro Access members can watch his presentation here ).

But the trend towards immersive travel experiences goes beyond magical invented worlds, as many tourists are keen to experience the real world more authentically. 

Other types of immersive travel, or experiential tourism, attempt to offer a more authentic and culturally immersive experience. The Arival community is full of great examples of this, from Chrissy Watts’ transformational Hood Tours , to Invisible Cities’ tours by guides who’ve experienced homelessness. Do you know someone who is doing something really interesting on the immersive/experiential travel front? Let us know!

For operators who are looking for ways to make their experiences more immersive, one important element to focus on is storytelling. One compelling workshop from a recent Arival explored how operators can make their experiences more immersive, and even attract more travelers to book in the first place, with “ purpose-driven storytelling. ”

 5. Responsible Tourism (Sustainable Travel, Inclusive Travel, etc…)

Immersive travel often goes hand-in-hand with this next tourism trend, as many immersive experiences also strive to be responsible, to highlight some aspect of sustainability, support local economies, and/or celebrate the uniqueness of local communities. This partnering of immersive and sustainable travel was highlighted in multiple sessions throughout the most recent Arival Activate | Bangkok , from popular sessions by No Footprints on “The Future of Travel is Immersive” to Intrepid Travel’s discussion of “Sustainability at Scale.” 

There is a growing movement towards responsible tourism, with travelers prioritizing spending on experiences and companies that uphold values and practices of economic, environmental, and social sustainability ( Tours, Activities & Sustainability ). In response, companies are getting creative, even experimenting with different modes of transport such as electric buses and self-driving cars. 

And while sustainability can seem lower on the priority list for businesses because of the effort and cost involved, within tourism and with the trend towards immersive experiences as well, many companies are finding focusing on sustainability can increase profitability while also having a positive social impact and transforming the lives of locals .  

In addition to sustainable travel, responsible tourism also accounts for the growing importance among many travelers for companies and experiences that are inclusive. LGBTQ+ travelers in particular are making travel decisions based on research about a destination and experience provider’s policies. Here are some tips on how tour, activity and attraction companies can make their experiences more inclusive for LGBTQ+ travelers , and more accessible for tourists of varying abilities . 

Predicting Tourism Trends Beyond 2023: What’s Next

As the above trends in tourism continue to develop in the latter half of this year, we also look forward to new trends of late 2023 and into next year. What might the 2024 travel trends be?

Here are some emerging trends that we expect to gain importance through the rest of 2023 and into the next year.

1. Distribution Diversification

Online Travel Agencies (OTAs) may have a smaller market share, but they have emerged as the fastest-growing sales channel in tours, activities and attractions distribution, and we expect this trend to continue. However, not all OTAs are created equal: while GetYourGuide is getting more funding , Airbnb is pausing adding new experiences . 

Which distribution channels should you focus on, and why? Check out our article on strengthening your business with a diverse sales mix , and look out for our upcoming Guide to Channel Management. 

2. Experiences Playing a Greater Role in Trip Planning

At what point in the customer journey do travelers book experiences? This has historically been after transport and accommodation. However, as recent Arival research has found , younger generations — Millennials and Gen-Z travelers in particular — are putting experiences first as they prioritize spending on experiences over things.  

We expect this shift to become more pronounced as a greater number of Gen-Z consumers age into planning trips and making purchasing decisions. How can you reach these travelers? Meeting them where they’re at, on mobile and especially on TikTok and Reels , and rest assured Arival will be keeping close tabs on whatever trend comes next — get on our email list if you’re not already!

3. Tech Investment and Consolidation

It’s been a busy year for funding announcements. Tours and activities OTA GetYourGuide raised $194 Million to add AI tools and expand into North America. Tours and attractions ticketing system provider RocketRez raised $15 Million to “expand to new vertical markets and geographies,” and Asia-based OTA Klook is rumored to be raising funds ahead of a planned IPO . 

Additionally, booking software company Rezdy recently sold a controlling stake to a U.S. private equity firm for over AU$100 Million, which could portend a wave of investment and consolidation in reservation technology. All of these investments are a signal that investors see the potential in the experiences sector of travel and tourism and will continue to invest.  

4. Asia as the Area for Growth

While the Asia Pacific (APAC) region has been slower to recover post-pandemic, the region’s growth has accelerated over the year, driven by travelers in Asia traveling to other destinations in the region. This was a key, repeated theme at Arival Activate | Bangkok in June. 

And as travel volumes within the region increase, other companies are taking note: City Sightseeing is continuing their expansion into Asia with their newest Bangkok location , Warner Bros. Entertainment has recently launched their first Asia attraction in Japan , Go City is continuing its development in Asia … the list of companies expanding into Asia goes on and we expect it to get longer into next year. 

For operators looking to expand into Asia, we’ve compiled a list of APAC-focused OTAs. Also, a key consideration is the diversity within the region. What Chinese travelers want may differ from what Indian travelers are looking for , and so on. A wealth of insights were shared recently at Arival Activate | Bangkok in June 2023. Arival Insider Pro Access members can catch up on sessions tailored towards attracting different countries’ travelers, from Korea to China to India and more. 

5. Revenge Travel Winds Down

Asia may be accelerating, but in other regions, price sensitivity is returning as we move into the second half of the year. Although industry leaders shared at Arival 360 | Berlin back in March that they were not seeing signs of recession impacting travel experiences , a recent survey by Arival in partnership with Go City found that for U.S. travelers in particular, the booking boom may be coming to a close as travelers book less trips and price sensitivity returns. 

Operators focused on the U.S. traveler may want to consider planning for a softer second half to 2023. Visitors will be more price conscious and may not be willing to continue supporting the price increases operators implemented in 2021 and 2022.

Charting the Course: Embracing Tomorrow’s In-Destination Experiences

As travel trends evolve so swiftly, it can be difficult to keep up. What worked last year — or even last month — is constantly changing. Arival is committed to keeping you updated with insights on the latest trends in travel and tourism. Get on our email list , and join us at the upcoming Arival 360 | Orlando this October where we’ll have experts guiding us through what’s new and what’s next in tourism, so you’ll walk away with a plan to stay ahead of the trends and harness the power of the travel industry’s latest innovations.

Insider Pro Access Members can also stay engaged between events by joining upcoming online Arival | Elevate workshops on Google Things to do, SEO strategy and ChatGPT, as well as monthly Pro Meetups with revolving topics related to relevant tourism and travel trends. 

Become an Insider Pro Access member today to stay updated on trends in the experiences sector of tourism and travel and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

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Global tourism industry - statistics & facts

What are the leading global tourism destinations, digitalization of the global tourism industry, how important is sustainable tourism, key insights.

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Total contribution of travel and tourism to GDP worldwide 2019-2033

Number of international tourist arrivals worldwide 1950-2023

Global leisure travel spend 2019-2022

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Leading global travel markets by travel and tourism contribution to GDP 2019-2022

Travel and tourism employment worldwide 2019-2033

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• Hotel industry worldwide
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• Sustainable tourism worldwide
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• Travel and tourism in Europe

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• Basic Statistic Total contribution of travel and tourism to GDP worldwide 2019-2033
• Basic Statistic Travel and tourism: share of global GDP 2019-2033
• Basic Statistic Leading global travel markets by travel and tourism contribution to GDP 2019-2022
• Basic Statistic Global leisure travel spend 2019-2022
• Premium Statistic Global business travel spending 2001-2022
• Premium Statistic Number of international tourist arrivals worldwide 1950-2023
• Basic Statistic Number of international tourist arrivals worldwide 2005-2023, by region
• Basic Statistic Travel and tourism employment worldwide 2019-2033

Total contribution of travel and tourism to gross domestic product (GDP) worldwide in 2019 and 2022, with a forecast for 2023 and 2033 (in trillion U.S. dollars)

Travel and tourism: share of global GDP 2019-2033

Share of travel and tourism's total contribution to GDP worldwide in 2019 and 2022, with a forecast for 2023 and 2033

Total contribution of travel and tourism to GDP in leading travel markets worldwide in 2019 and 2022 (in billion U.S. dollars)

Leisure tourism spending worldwide from 2019 to 2022 (in billion U.S. dollars)

Global business travel spending 2001-2022

Expenditure of business tourists worldwide from 2001 to 2022 (in billion U.S. dollars)

Number of international tourist arrivals worldwide from 1950 to 2023 (in millions)

Number of international tourist arrivals worldwide 2005-2023, by region

Number of international tourist arrivals worldwide from 2005 to 2023, by region (in millions)

Number of travel and tourism jobs worldwide from 2019 to 2022, with a forecast for 2023 and 2033 (in millions)

• Premium Statistic Global hotel and resort industry market size worldwide 2013-2023
• Premium Statistic Most valuable hotel brands worldwide 2023, by brand value
• Basic Statistic Leading hotel companies worldwide 2023, by number of properties
• Premium Statistic Hotel openings worldwide 2021-2024
• Premium Statistic Hotel room openings worldwide 2021-2024
• Premium Statistic Countries with the most hotel construction projects in the pipeline worldwide 2022

Global hotel and resort industry market size worldwide 2013-2023

Market size of the hotel and resort industry worldwide from 2013 to 2022, with a forecast for 2023 (in trillion U.S. dollars)

Most valuable hotel brands worldwide 2023, by brand value

Leading hotel brands based on brand value worldwide in 2023 (in billion U.S. dollars)

Leading hotel companies worldwide 2023, by number of properties

Leading hotel companies worldwide as of June 2023, by number of properties

Hotel openings worldwide 2021-2024

Number of hotels opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Hotel room openings worldwide 2021-2024

Number of hotel rooms opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Countries with the most hotel construction projects in the pipeline worldwide 2022

Countries with the highest number of hotel construction projects in the pipeline worldwide as of Q4 2022

• Premium Statistic Airports with the most international air passenger traffic worldwide 2022
• Premium Statistic Market value of selected airlines worldwide 2023
• Premium Statistic Global passenger rail users forecast 2017-2027
• Premium Statistic Daily ridership of bus rapid transit systems worldwide by region 2023
• Premium Statistic Number of users of car rentals worldwide 2019-2028
• Premium Statistic Number of users in selected countries in the Car Rentals market in 2023
• Premium Statistic Carbon footprint of international tourism transport worldwide 2005-2030, by type

Airports with the most international air passenger traffic worldwide 2022

Leading airports for international air passenger traffic in 2022 (in million international passengers)

Market value of selected airlines worldwide 2023

Market value of selected airlines worldwide as of May 2023 (in billion U.S. dollars)

Global passenger rail users forecast 2017-2027

Worldwide number of passenger rail users from 2017 to 2022, with a forecast through 2027 (in billion users)

Daily ridership of bus rapid transit systems worldwide by region 2023

Number of daily passengers using bus rapid transit (BRT) systems as of April 2023, by region

Number of users of car rentals worldwide 2019-2028

Number of users of car rentals worldwide from 2019 to 2028 (in millions)

Number of users in selected countries in the Car Rentals market in 2023

Number of users in selected countries in the Car Rentals market in 2023 (in million)

Carbon footprint of international tourism transport worldwide 2005-2030, by type

Transport-related emissions from international tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030, by mode of transport (in million metric tons of carbon dioxide)

Attractions

• Premium Statistic Market size of museums, historical sites, zoos, and parks worldwide 2022-2027
• Premium Statistic Leading museums by highest attendance worldwide 2019-2022
• Basic Statistic Most visited amusement and theme parks worldwide 2019-2022
• Basic Statistic Monuments on the UNESCO world heritage list 2023, by type
• Basic Statistic Selected countries with the most Michelin-starred restaurants worldwide 2023

Market size of museums, historical sites, zoos, and parks worldwide 2022-2027

Size of the museums, historical sites, zoos, and parks market worldwide in 2022, with a forecast for 2023 and 2027 (in billion U.S. dollars)

Leading museums by highest attendance worldwide 2019-2022

Most visited museums worldwide from 2019 to 2022 (in millions)

Most visited amusement and theme parks worldwide 2019-2022

Leading amusement and theme parks worldwide from 2019 to 2022, by attendance (in millions)

Monuments on the UNESCO world heritage list 2023, by type

Number of monuments on the UNESCO world heritage list as of September 2023, by type

Selected countries with the most Michelin-starred restaurants worldwide 2023

Number of Michelin-starred restaurants in selected countries and territories worldwide as of July 2023

Online travel market

• Premium Statistic Online travel market size worldwide 2017-2028
• Premium Statistic Estimated desktop vs. mobile revenue of leading OTAs worldwide 2023
• Premium Statistic Number of aggregated downloads of leading online travel agency apps worldwide 2023
• Basic Statistic Market cap of leading online travel companies worldwide 2023
• Premium Statistic Leading online travel companies worldwide 2020-2022, by revenue CAGR
• Premium Statistic Leading online travel companies worldwide 2022-2023, by EV/EBITDA

Online travel market size worldwide 2017-2028

Online travel market size worldwide from 2017 to 2023, with a forecast until 2028 (in billion U.S. dollars)

Estimated desktop vs. mobile revenue of leading OTAs worldwide 2023

Estimated desktop vs. mobile revenue of leading online travel agencies (OTAs) worldwide in 2023 (in billion U.S. dollars)

Number of aggregated downloads of leading online travel agency apps worldwide 2023

Number of aggregated downloads of selected leading online travel agency apps worldwide in 2023 (in millions)

Market cap of leading online travel companies worldwide 2023

Market cap of leading online travel companies worldwide as of September 2023 (in million U.S. dollars)

Leading online travel companies worldwide 2020-2022, by revenue CAGR

Revenue compound annual growth rate (CAGR) of leading online travel companies worldwide from 2020 to 2022

Leading online travel companies worldwide 2022-2023, by EV/EBITDA

Enterprise-value-to-EBITDA (EV/EBITDA) of selected leading online travel companies worldwide in 2022, with a forecast for 2023

Selected trends

• Premium Statistic Global travelers who believe in the importance of green travel 2022
• Premium Statistic Sustainable initiatives travelers would adopt worldwide 2022, by region
• Premium Statistic Airbnb revenue worldwide 2017-2023
• Premium Statistic Airbnb nights and experiences booked worldwide 2017-2023
• Premium Statistic Technologies global hotels plan to implement in the next three years 2022
• Premium Statistic Hotel technologies global consumers think would improve their future stay 2022

Global travelers who believe in the importance of green travel 2022

Share of travelers that believe sustainable travel is important worldwide in 2022

Sustainable initiatives travelers would adopt worldwide 2022, by region

Main sustainable initiatives travelers are willing to adopt worldwide in 2022, by region

Airbnb revenue worldwide 2017-2023

Revenue of Airbnb worldwide from 2017 to 2023 (in billion U.S. dollars)

Airbnb nights and experiences booked worldwide 2017-2023

Nights and experiences booked with Airbnb from 2017 to 2023 (in millions)

Technologies global hotels plan to implement in the next three years 2022

Technologies hotels are most likely to implement in the next three years worldwide as of 2022

Hotel technologies global consumers think would improve their future stay 2022

Must-have hotel technologies to create a more amazing stay in the future among travelers worldwide as of 2022

• Premium Statistic Travel and tourism revenue worldwide 2019-2028, by segment
• Premium Statistic Distribution of sales channels in the travel and tourism market worldwide 2018-2028
• Premium Statistic Inbound tourism visitor growth worldwide 2020-2025, by region
• Premium Statistic Outbound tourism visitor growth worldwide 2020-2025, by region

Travel and tourism revenue worldwide 2019-2028, by segment

Revenue of the global travel and tourism market from 2019 to 2028, by segment (in billion U.S. dollars)

Distribution of sales channels in the travel and tourism market worldwide 2018-2028

Revenue share of sales channels of the travel and tourism market worldwide from 2018 to 2028

Inbound tourism visitor growth worldwide 2020-2025, by region

Inbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

Outbound tourism visitor growth worldwide 2020-2025, by region

Outbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

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Snapshot: Five trends in travel defining 2024 | WARC | The Feed

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Snapshot: Five trends in travel defining 2024

Travel is expected to break records in 2024, with the impacts on the industry felt far beyond tourism as they point to much deeper trends in business as climate change, a return of business travel, and the pressure for affordable luxury mounts.

The latest WARC Industry Snapshot report examines five industry shifts expected to impact travel and tourism marketing in 2024. 

Based on WARC’s proprietary GEISTE methodology, the report forms part of the Evolution of Marketing programme, which provides marketers with insight into emerging trends and significant shifts in the industry. 

Why this is useful

International travel continues its post-pandemic recovery, with a record-breaking 4.7 billion passengers expected to fly globally this year. Understanding evolving consumer travel patterns and advancements in the industry will be crucial for brands to manage potential risks and capitalise on emerging opportunities within the sector.

Five travel and tourism trends

• Intensifying heat waves shift travel patterns: Climate change is affecting how people plan their holidays, with rising temperatures likely reducing demand for travel to hotter destinations in the long term. 
• Blurring business and leisure travel: The growing importance of hybrid work arrangements in talent acquisition and emphasis on work-life balance among employees have created the conditions for blended business and leisure travel to thrive.
• The rising tide of overtourism: Popular travel destinations are receiving more visitors than they can handle, negatively impacting the environment, infrastructure, local communities and overall visitor experience.
• Luxe for less: Consumers are finding ways to cut travel expenses to cope with the heightened cost of living, but they will still indulge in small luxuries for their holidays.
• The growing demand for sustainable travel: Demand for sustainable travel is rising, but consumers feel there are obstacles to incorporating more sustainable practices into their trips.

To help marketers respond to these trends, the report also contains a series of hypothetical scenarios businesses can use to plan and prepare themselves for different potential futures. 

WARC subscribers can read the full report here.  

See all other reports in the Industry Snapshot series here .

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Captivate travelers in 2024: 5 destination marketing trends

“Trend” can be a dirty word. A noisy, flitting, vapid distraction clamoring for attention while offering nothing of real substance or impact.

But some trends present opportunities. They’re built on strong foundations and ripe with future implications.

In the ever-shifting landscape of destination marketing, it’s important to know which is which — and which you can trust to strengthen your strategies.

So, with the first quarter of 2024 in the rear-view mirror, let’s look at the trends shaping the year.

Immersive Technologies to Inspire Tourism

Travelers crave experiences, and you can deliver before they even step foot in your destination. Destinations are leveraging immersive technologies like virtual reality, augmented reality, and mixed reality to craft experiences that give both leisure and business travelers a taste of the exploration awaiting them.

Visit Albuquerque , for example, lets you soar among air balloons at the Albuquerque International Balloon Fiesta . Visit Irving, Texas , helps you explore the entertainment district . Visit Los Cabos helps visitors fall in love from afar — to the tune of a 300% increase in web sessions .

Generative AI Generates Excitement (and Concern)

Last year saw the birth, and subsequent gold rush, of new Artificial Intelligence (AI) startups and tools. We even featured it as a trend to watch coming into the year and covered the latest developments on the Layover Live podcast. 

Well, 2024 is the year of mass adoption with 65% of destination marketers already using AI to aid their work ( CrowdRiff ). 

It’s easy to see why. 

At a high level, generative AI can launch content ideas for blog posts or social media campaigns, craft copy to speak to different demographics, fuel chatbots to provide a welcoming and convenient 24/7 helpdesk on your website, and so much more. 

But DMOs also use it to save time in critical digital marketing work.

Just be careful, AI’s evolution hasn’t been without trials ( literally ). AI has become a helpful tool for DMO pros, but don’t forget how essential a human touch is before activating your results.

User-Generated Content Infuses Authenticity

Authenticity has never been more important in the tourism space (and, frankly, everywhere else as well). Visitors want to see a destination’s real personality. The one born from the unique experiences — and even more, unique people — that make it worth visiting. 

But branded messaging can miss the mark. People just trust real people more than they do any brand. 

So give them what they’re looking for. Give them user-generated content (UGC).

A recent study shows 62% of consumers think UGC is a “highly important” means to improve a brand’s authenticity. And 91% of those same responders noted it’s at least “moderately important” in the same context.

In their 2024 Trends Report , CrowdRiff found that “81% of destination marketers we surveyed have seen an increase in engagement on social media through UGC.” 

That’s vital because social media influences more people to travel to a destination than any other medium, with 48% of those visiting a destination to show it off on social media ( Statista ).

Content is King. Personalization is Queen.

One-size-fits-all marketing is a thing of the past. Travelers today expect a customized approach, and convert at a higher rate when they get it. Let’s look at the numbers:

71% of consumers expect companies to deliver personalized interactions ( McKinsey )

76% of consumers get frustrated when content isn’t personalized ( McKinsey )

85% of companies feel they provide personalized experiences, but only 60% of customers agree ( Segment )

Personalized CTAs outperform default versions by 202% ( HubSpot )

Website personalization is used by 56% of companies ( Statista )

So harness the full power of your content by personalizing the experience for your audience. Feed foodies a curated menu of blogs, listings, and food tours to satiate their appetite for culinary discovery — and deliver value for your partners.

Or perfect the planner experience by blending blogs that showcase exciting things to do, content to highlight your destination’s intellectual capital, an immersive virtual tour of your facilities, and a prominent request for proposal submission (RFP) opportunity.

Opportunities abound, and they’re more important than ever.

If you use Simpleview CMS , check out the dynamic content module to build your own custom web experiences for each of your personas.

Micro Influencers. Macro Results.

Influencer marketing has evolved. Oversaturation and increased costs have forced marketers to re-evaluate their strategies. But that doesn’t mean it’s slowing down — 69% of consumers still trust influencers, friends, and family over messaging coming directly from brands ( Marketing Drive ).

Instead, destination marketers are focusing on strategically selecting small influencers for lower-cost, high-ROI campaigns. Research shows that 70% of brands prefer working with nano (1,000-10,000 followers) and micro (10,000-100,000 followers) influencers compared to larger options in 2024 because of their cost-effective price points and higher engagement rates ( Influencer Marketing Hub) .

Where you deploy micro-influencers is equally important.

TikTok rose in prominence last year but has surged to become the premier channel for brands to deploy influencers in 2024.

Interestingly though, only 14% of marketers said TikTok drove the biggest influencer marketing ROI in 2023 compared to 30% who pointed to Instagram as the best platform for their ROI ( Hubspot ). 

So tune into your audience and closely monitor your results to maximize your spending on the ideal channels.

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Michael Fiez

Michael is a former DMO pro who can strategize, synthesize, and stitch stories together. He strives to deliver value and connect destinations with the tools and resources they need.

10 new travel trends that will shape your vacations in 2024

W hile classic family vacations like theme parks and all-inclusive family resorts never go out of style, embracing the newest travel trends for 2024 might expand your idea of what a family trip can look like. That's especially true if you've stayed close to home the past few years, because 2024's emerging vacation trends are all about finding brand-new experiences to enjoy together as a family.

Here are the newest travel trends that could help you make this year's family vacation the best yet.

FIND A GREAT DEAL: 12 best hotel booking sites for cheap prices in 2024  

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1. Set jet (yes, you read that right)

Jet-setting might feel like the exclusive domain of the rich and famous, but set-jetting is for everyday travelers who are fans of media made "on location." From vacationing in the City of Light a la "Emily in Paris" to journeying to Sicily to see the sights of "The White Lotus" Season 2, visiting the spot where your favorite movie or television show was filmed is an emerging trend for 2024 vacations. In the U.S., Los Angeles is the epicenter of family set-jetting. Fans of "Barbie" can rollerblade in Venice Beach, just as Barbie and Ken did in Greta Gerwig's hit. 

For set-jetting with multigenerational appeal, channel Julia Roberts in "Pretty Woman" at the Beverly Wilshire, A Four Seasons Hotel in Beverly Hills, where much of the iconic movie is set. Dine like Eddie Murphy in "Beverly Hills Cop" overlooking Rodeo Drive at The Blvd (the large kids menu should please even finicky eaters). Or stay at The Millennium Biltmore Los Angeles and imagine yourself in the presence of the "Ghostbusters" (scenes from the original movie were filmed there) or Molly Ringwald from "Pretty in Pink."

More 2024 vacation ideas:

• 14 most anticipated new family resorts and hotels of 2024
• What's coming to Disney’s theme parks and cruises in 2024
• 50 fun family vacation ideas for all ages in 2024

2. Bring more, it's merrier

The popularity of multigenerational family vacations shows no sign of slowing in 2024. When you travel with extended family, booking an accommodation with room to spread out offers privacy and togetherness in the right proportion. Some families opt to rent a big house , maybe even hire a cook or organize meals together, while others relish having it all included. Either way, making memories in person has rarely felt quite as important as it does these days.

My family and I recently took a multigenerational vacation to Beaches Negril in Jamaica. We stayed in a new Eventide Villa with a kitchen, living room, four bedrooms, and 4½ bathrooms that sleeps 18 people comfortably. While it was far from a cheap family vacatio n, the per-person cost fit into our budget and hit the sweet spot straddling independence and family time. You could also purposefully choose a combination of rooms and suites across a Caribbean family resort like Beaches so meet-ups for activities are all the more special.

More multigenerational vacation ideas:

• How to plan a multigenerational Disney World vacation
• 19 best family resorts and hotels in the U.S.

3. Renew your passport the easy way

With post-pandemic travel demand still soaring and so many possible travel trends to pursue in 2024, the process of applying for or renewing your passport through traditional methods continues to be unpredictable and, at times, downright frustrating. I recently used It’s Easy, a passport and visa expediting company that has been in business since 1976 but is experiencing renewed interest in today's travel environment. 

I downloaded the app, which allowed me to take my passport photo in my living room, then filled out a few forms and mailed it all to their office. My new passport arrived straight to my mailbox in a jiffy. The process was efficient and well worth the reasonable fee. Children under 16 must apply for a passport in person, but It’s Easy can facilitate the process, holding your hand throughout. 

More vacation ideas with (or without) a passport:

• 10 tropical destinations you can visit without a U.S. passport
• 6 ultra-affordable all-inclusive resorts in Mexico and the Caribbean

4. Learn indigenous history and culture

After a strong year in 2023, tourism that allows us to learn about the culture, traditions and homes of our nation’s first inhabitants will continue to gain in popularity in 2024. This kind of travel can guide you to some of North America's most beautiful natural settings while helping you learn history you may not have been taught in school. 

Seek out Navajo-led tours through Monument Valley and Canyon de Chelly to learn not only about the area's cultural history but also about geologic time. In Monument Valley, you can do both by hiring a local guide to take you beyond the prescribed 17-mile loop. In Canyon de Chelly, there's no other way to see the valley from its floor than with a local guide which adds power to the stories of the generations. Both the The View Hotel in Monument Valley and Thunderbird Lodge at Canyon de Chelly are Indigenous-owned and -operated, so your visit serves you and channels important resources to local communities. 

Similarly, purchasing crafts made by Native American artisans is welcome at a variety of Native Art Festivals all year long around the U.S., and you can learn about the creative process of some of the most prized crafts from Acoma potters with a visit to Acoma Sky City in New Mexico, the longest continually inhabited community in the United States.

Near the Grand Canyon, Antelope Canyon, Glen Canyon and Lake Powell, stay at Shash Dine EcoResort in a traditional off-grid Native hogan near Page, Arizona. Or, for a more curated experience, consider joining Trafalgar’s National Parks and Native Trails of the Dakotas guided group tour. On this nine-day trip, you'll gain a deeper knowledge of Indigenous history and current issues, including the value of respectful tribal tourism as a source of income.

More indigenous tourism ideas:

• Tour review: Trafalgar’s national parks and native trails of the Dakotas
• 5 family-friendly luaus in Hawaii that celebrate Hawaiian and Polynesian cultures

5. Engage with outdoor art 

Even a few years on from social distancing, Americans continue to want to incorporate open spaces into their travels, and the many outdoor sculpture gardens around the U.S. are a perfect and low-key way to do it. Liberated from the constraints of an indoor museum, sculpture parks hold special appeal for families. Kids can run and play while absorbing color, form and the ever-changing dialogue between art and the environment. 

This past summer, my family and I visited the Olympic Sculpture Park in the heart of Seattle. The kids ran circles around Alexander Calder's immense The Eagle while the adults took a seat on Eye Benches, surrealist eyeballs that double as surprisingly comfortable benches. It was free, easy and fun. Of course, sculptures abound in the form of monuments, statuary, and fountains around the National Mall in Washington, D.C., most notably at the National Gallery Sculpture Garden and the easy-to-miss Vietnam Women's Memorial .

For one of the best sculpture treasure hunts in the country, build a visit to the Storm King Art Center into a New York family vacation . Stretch your legs while you walk among marvels by Calder, Maya Lin and Andy Goldsworthy, among others, or rent bikes to travel further afield. The 500-acre outdoor museum just 90 minutes from New York City is worth a whole day's visit, and if you run out of steam or simply prefer to see more with less energy, there's a regular tram tour throughout the day. 

More nature and outdoors vacations:

• 10 best campgrounds and RV parks for family vacations
• 10 incredible family glamping resorts in the U.S.

6. Discover the joys of low-season vacations

For the family who sees art in all of nature and loves an outdoor adventure, ski resorts make great summer playgrounds , providing ample opportunities for mountain biking and hiking in particular. Though vacationing in swanky, snowy wonderlands in places like Aspen and Jackson Hole is expensive in winter, prices tumble as temperature rises. At the exclusive St. Regis Deer Valley in Park City, Utah, ski trails are transformed into a patchwork of mountain biking and hiking trails. Out-of-the-box activities like falconry and candle-dipping are also part of the summer experience, and the giant swimming pool is a magnet for kids. 

Similarly, Limelight Ketchum 's central location in Ketchum, Idaho, makes for an ideal home base for mountain adventures. A fly-fishing mecca, Ketchum offers the thrill of the river, an extensive trail along the valley riverbed, and downhill mountain biking with handlebars pointed toward the water. Bikes are available at Limelight, and it's a gentle jaunt to the Sawtooth Botanical Gardens or deeper into town for any of Ketchum's awesome dining spots. 

More Affordable Family Vacation Ideas:

• 8 cheap spring break trips that don’t skimp on the fun
• 7 cheap California vacations for the whole family

7. Savor a new kind of culinary travel

Travel tends to be best enjoyed with delicious dining options , and everyone can enjoy a special setting. After all, why have dinner at an ordinary restaurant when your family can feast in a novel setting with plenty of panache? Pair your Colorado vacation with a stop at The Airplane Restaurant and dine inside a real Boeing KC-97. Then, take a quick trip to Denver to dine at Casa Bonita, where waterfalls, all-you-can-eat Mexican food and seating for 1,000 create a true dining experience. 

Other special dining experiences worth building a 2024 vacation around include Tellers , an Italian eatery inside The National Hotel in Oklahoma City. Once the First National Bank, today it's a place to enjoy luscious pasta while sitting in restored original teller booths. Similarly, you can dine in a renovated train factory in Montreal's Hoogan et Beaufort , where architects preserved the history of the building while creating an inviting space for meals. And in Rhode Island, dine inside a Hobbit house straight out of "The Lord of the Rings."

More food-themed vacation ideas:

• Skip the buffet: 7 all-inclusive resorts with the best food offerings
• 11 one-of-a-kind Disney foods you need to try at Disney World

8. Enjoy wine instead of whining kids

Though you have to be at least 21 to drink, wineries are opening their doors to kids with fun activities from cider tastings to cornhole toss. The relaxed atmosphere that tends to come with wine tasting can be ideal for visitors of all ages as long as the kiddos have something to do.

All of the wineries in Traverse City, Michigan, welcome children. Black Star Farms in Sutton Bay has a herd of goats, horses, hiking trails, an outdoor patio and organic apple cider. Seasonal sleigh rides and brunch with Santa are a hit with families. Washington State’s Walla Walla Valley is another respected viticulture region, and at family-owned Woodward Canyon Winery , kids can play lawn games while parents taste.

In Northern California, your whole family can enjoy the Napa Valley Wine Train . If staying on terra firma is more your style, nearby Sonoma's Cline Cellars offers not only delicious wines but also opportunities for kids to feed the koi, birds and goats; it's also home to a California Mission Museum with scaled models of the California missions, so kids can have a learning opportunity while you enjoy your wine. Further south in Paso Robles on the Central California Coast, Sculpterra Winery’s sculpture garden, giant kaleidoscope and table tennis will keep kids occupied while parents sip and savor. 

More Wine-Themed Vacation Ideas:

• How to plan the perfect wine tasting trip to Napa and Sonoma
• 9 Napa Valley hotels that actually welcome kids

9. Avoid the crowds at state parks 

There are nearly 4,000 state parks scattered across the United States, many of them offering excellent recreational facilities and pristine beauty. The two things state parks often lack? Big crowds and big prices. State parks are often extremely affordable hidden gems. I've learned that not all of North America's beauty resides in the bigger and busier national parks , and you can usually find a great state park within an hour of most urban centers.

In Michigan's Upper Peninsula, Porcupine Mountains Wilderness State Park is a family favorite with 60,000 acres of old-growth forest, waterfalls and miles of trails. Camping, fishing, disc golf, mountain biking, snowmobiling, cross-country skiing and snowshoeing are recreational possibilities.

New Hampshire’s Franconia Notch State Park sit on the shores of Echo Lake and is just an hour's drive from Concord. With boating, fishing, swimming and views of Cannon Mountain, this state park is a scenic delight.

At Florida’s Cayo Costa State Park , you cam make like Robinson Crusoe. This secluded island state park is accessible only by boat, but once you're there and pay a $2 entry fee, you'll find an undeveloped shoreline and a rich array of marine life and shorebirds.

More state park vacation ideas:

• 10 best Florida state parks for families
• 12 super fun Midwest family vacations

10. Finally get a good night's sleep on vacation

Parents know the saying "sleep like a baby" can be misleading. Getting a good night’s sleep is essential to your family’s well-being, but it can be tough to achieve when you’re in a new environment. In 2024, many hotels will be prioritizing the intersection of sleep and hospitality. 

At the hip Hotel Figueroa in Los Angeles, the Rest and Recovery Suite aims to induce slumber with a pillow menu, mattress with an adjustable thermostat, and eco-friendly earplugs. In New York, buck the "City That Never Sleeps" label with a restorative sleep bed by Bryte at the Park Hyatt . At Lake Nona Wave Hotel in Orlando, there’s a resident sleep expert to guide you toward better rest after a day spent enjoying any of the many Orlando theme parks .

10 new travel trends that will shape your vacations in 2024 originally appeared on FamilyVacationist.com .

More from FamilyVacationist:

• 25 best family vacation spots in the U.S. for all ages
• 15 best all-inclusive family resorts around the world
• 8 all-inclusive family resorts for a tropical winter escape

FamilyVacationist.com and TourScoop.com are owned and operated by Vacationist Media LLC. Using the FamilyVacationist travel recommendation methodology , we review and select family vacation ideas , family vacation spots , all-inclusive family resorts , and classic family vacations for all ages. TourScoop covers guided group tours and tour operators , tour operator reviews , tour itinerary reviews and travel gear recommendations . The views and opinions expressed in this column are the author’s and do not necessarily reflect those of USA TODAY.

This article originally appeared on USA TODAY: 10 new travel trends that will shape your vacations in 2024

Jet-set Britain: Exploring Trends and Insights for Travel and Tourism in the UK in 2023

Appinio Research · 08.11.2023 · 21min read

Is life a pendulum constantly swinging between the PTO (paid time off) you just had and the next PTO you’re going to request?

Luckily for you, the Appinio Hype Train is here to sweeten this in-between time.

The travel industry is an interesting one as it has seen its fair share of changes and challenges in recent years. From the ongoing impact of the COVID-19 pandemic to the growing awareness of sustainability concerns, there's much to unpack. We'll delve into the heart of these matters and provide you with a detailed look at how British travellers are navigating this dynamic landscape.

Appinio has surveyed a nationally representative sample of 1000 Brits, and investigated everything from travel frequencies and accommodation preferences to the burning questions about sustainability and the overtourism phenomenon. By the end of this blogpost, you'll have a comprehensive overview of the state of the UK's travel and tourism industry in 2023, and a wealth of statistics, facts, and insights to keep you informed and inspired.

Key takeaways from the Appinio Hype Train Report on travel & tourism

Travel behaviour in 2023 British travellers adapted to post-pandemic conditions by embarking on more frequent and extended trips, including the trend of " revenge travel ". However, the cost-of-living crisis led to reduced travel frequency and closer-to-home destinations due to inflation. Travel companions varied, with couples, solo travellers, and families. Off-peak travel gained popularity, offering quieter and more affordable experiences. Resurgence of domestic tourism   It's evident that domestic tourism in the UK has experienced a resurgence. British holidaymakers have been rediscovering the wonders of their home country, driven by factors such as Brexit, the COVID-19 pandemic, and the cost-of-living crisis. The South West region, in particular, emerged as a preferred choice for staycations. Sustainability and climate-conscious travel British travellers are starting to place importance on sustainability in their travel decisions. Many seem to be willing to pay more for climate-friendly options when travelling, i.e. paying more for accommodations. However, there is a reluctance to limit air travel, possibly due to short PTO and the desire for longer, more relaxing vacations.

💡 Ready for take-off? Then download the Hype Train Report for free!

Download the Appinio Hype Train Report on Travel & Tourism with Jonas Upmann from HomeToGo

Status quo of the travel & tourism industry in the UK

The travel and tourism industry is dynamic by nature and is constantly shaped by factors such as global events, evolving consumer preferences, and technological advancements. But since the COVID-19 pandemic, the industry has been struggling to find its footing, we could say, it got long covid.

The disruption of travel altogether and business-as-usual practices was so profound that issues emerged during the pandemic keep interfering with travellers till this day, so much that the amount of disturbances faced by holidaymakers in the summer of 2023 has been called unprecedented .

There was a notable decline in the number of Britons taking holidays during 2020 and 2021, but the situation luckily improved in 2022, Statista says.

When considering international travel, Spain, the United States, and France emerged as the top destinations for UK outbound travellers.

Conversely, the South West region of the UK emerged as the preferred choice for summer staycations .

Statista projected that the revenue in the Travel & Tourism market is to reach £32.22bn in 2023, and that revenue is expected to show a slow annual growth rate (CAGR 2023-2027) of -0.48%, resulting in a projected market volume of £31.61bn by 2027.

Travel behaviour of British holidaymakers in 2023

Yet UK holidaymakers are undeterred. According to Ms. Lo Bue-Said (chief executive,  Advantage Travel Partnership) for British newspaper The Independent : “Desire to travel among Brits has not abated. Summer from a trading point of view has been exceptional. We have seen significant business increases and some really exciting destinations.”

Of course, after years of restrictions and limitations, revenge travel , a.k.a. consumers finding travel more appealing than ever, resulting in countless people travelling for longer and more frequently, was to be expected.

However, misery loves company. Once COVID restriction started to ease, the cost-of-living crisis reared its head and it forced Brits to change once again their travel plans. The Appinio Hype Train Report shows that

• 40% (strongly) agree that due to inflation, they reduced the number of trips they made this year.
• 34% (strongly) agree that due to inflation, they chose holiday destinations closer to home .

Some consumers may need to wait a bit longer to book their revenge trips.

Domestic vs. international travel

The debate between domestic and international travel remains at the forefront of travel decisions. 

Many Brits have been rediscovering the wonders of their home country, with domestic tourism experiencing a resurgence, especially to the windy beaches of the South West.

The reasons are multifaceted. First of all, British citizens started to feel the effects of Brexit, then the COVID-19 pandemic and travel restrictions came to be, followed by an energy crisis. To top it all off, there were shortages in travel and airport staff, plus strikes. Not the best start to a holiday, right?

No wonder 55% of Brits thought domestic travel was the safest option to enjoy some well-deserved PTO.

Nevertheless, international travel kept its allure.

Travellers seek adventures and sunshine abroad, as demonstrated by 45% of British holidaymakers having gone / going to international destinations.

The Appinio Hype Train data also show an interesting difference between age groups: Baby Boomers are the most likely to travel domestically (62%), while Gen Z the most likely to travel internationally (50%).

Long vs. short haul

The choice between long-haul and short-haul destinations is another important aspect of travel behaviour. 

Is a weekend enough to unwind or are Brits packing anti-jet-lag remedies with them?

It looks like Brits seem to prefer long-haul journeys that offer the promise of far-flung adventures, cultural exploration, and new experiences (55%). 

On the other hand, the convenience and cost-effectiveness of short-haul travel within the UK and/or Europe continues to captivate a significant portion of British travellers (45%).

The Appinio Hype Train data also show an interesting difference between age groups once again: Baby Boomers are the most likely to do short trips (52%), while Gen Z are the most likely to do long trips (60%).

Travelling in company

British holidaymakers exhibit diverse preferences when it comes to companionship during their journeys. 

• Couples seeking romantic getaways are a substantial portion of travellers, 27% of British travellers do so. Baby Boomers are the most likely to travel with their significant other (39%).
• Only 18% of British holidaymakers travelled or will travel solo this 2023, Millennials seem the most likely to do so (21%).
• Group travel seems to be the least popular option, as only 16% had done so. Gen Z are the most likely to travel with a group (24%).
• Family vacations remain a cherished tradition for 39% of British travellers, 35-44 years-olds are the most likely to travel with family (45%).

Peak season vs. off-peak

Travel patterns in 2023 reflect a noteworthy trend where British consumers are increasingly looking beyond the traditional peak season. 

While the summer months or school breaks continue to be popular for vacations, there's a growing appetite for off-peak travel. 

Over one in two (57%) are more inclined to travel off-peak . This means that many travellers are exploring the charm of destinations during the quieter months, taking advantage of smaller crowds and often more affordable prices.

Booking habits

The way Brits book their trip has evolved, reflecting the digital age's influence. 

Over the years, there has been a significant shift towards online platforms and apps for booking flights, accommodations, and activities. These platforms offer convenience, a wide range of choices, and often competitive prices, in fact nearly three quarters (74%) of UK travellers have been booking their accommodation online , both desktop and mobile. 

However, traditional travel agencies still hold sway with a portion of the population (28%), especially for those who value personalised service and expert advice.

💡 Need more insights to feed your roadmap to your holiday?

Brits’ accommodation preferences

Accommodation is a critical piece of any travel puzzle.

Will the bed be comfortable enough, or are the pillows as hard as your mum’s comments on your new haircut? Is the location nice and quiet, or would you need earplugs to be able to sleep? How are the vibes at the reception, is the staff helpful or are they scrolling on TikTok all day long?

These are all legitimate questions that every traveller asks themselves when booking an accommodation, hoping they haven’t been scammed!

Let’s deep dive into their habits and trends and understand what they are looking for.

Accommodation

When it comes to accommodation, British travellers display a wide spectrum of preferences. 

• Traditional hotels continue to be a top choice for 70%, offering a combination of comfort and amenities. 
• Resorts come in second (37%), followed by B&B at 33%. 
• Vacation rentals like AirBnB or HomeToGo rank fourth at 31%, Baby Boomers are the most likely to prefer this option (39%) among all other age brackets.

When it comes to vacation rentals, vacation homes and cabins/cottages are the most popular choice (both at 50%), with cabins and cottages being a must for Baby Boomers at 58%.

Beach homes rank second (40%), but they are the go-to for Gen Z (59%).

Alternative lodging options

Beyond the conventional choices, travellers are increasingly embracing alternative and unconventional accommodations. Tiny houses , often nestled in picturesque natural settings, provide a cosy and minimalistic escape. Houseboats offer a unique way to stay right on the water, allowing travellers to drift off to sleep with the gentle sway of the waves. 

These alternative options cater to those seeking an offbeat and memorable stay. However, these options are not often used by UK holidaymakers, 70% of them say they never used alternative lodging.

Despite looking like the cutest thing on earth, these accommodations often have limited space, making them less suitable for larger groups and extended stays. Comfort and amenities may not match traditional lodging, and accessibility, privacy, seasonal limitations can be factors to weigh. Safety, sanitation, and lack of standardisation are also concerns, while high demand during peak travel times may affect booking availability.

Factors influencing accommodation choices

The factors influencing accommodation choices are multifaceted. 

• Budget considerations play a crucial role, 70% travellers seeking affordability and others willing to splurge for a luxurious experience. 
• Location , proximity to attractions, and the ease of transportation are also key factors for 64%.
• 41% decide after careful research and take into account reviews and ratings .
• Comfort , of course, makes it to the top 5 with 39% looking for a comfortable and pleasant accommodation to relax after a day of exploration.
• One third (32%) look for the amenities like pools, gym or pet-friendly lodging, meaning that travellers are not satisfied with “just a place to sleep” anymore.

Willingness to pay for premium amenities

Many (36%) British travellers are increasingly willing to invest in premium amenities that enhance their overall travel experience. These amenities can include spa services, fine dining, private pools, and more. The willingness to pay extra for such features demonstrates a desire for a higher level of comfort and indulgence during their trips.

💡 Packing for your trip? Then don't forget to download the Hype Train Report for free!

Insights into Brits’ climate-conscious choices when travelling

Nearly two thirds (60%) of travellers are willing to pay a premium / additional fee to choose a more climate friendly travel option. The desire to minimise the carbon footprint of their journeys has become a driving force behind their travel decisions. However, when asked exactly how they’d like to contribute to a more sustainable way of travel:

• 43% would be willing to pay higher prices for accommodations ,
• 42% would be willing to pay higher prices for transport ,
• 15% would be willing to pay higher city taxes .

Efforts to be more climate-friendly

As climate change awareness continues to grow, some British travellers are contemplating the need to limit their journeys for climate reasons.

One third (33%) state they have been trying to reduce the number of their trips in order to be climate-friendly, but the striking majority doesn’t think of refraining from travelling when and how much they want/can.

Willingness to limit travel for climate reasons

A small portion of travellers is willing to reduce their travel frequency or travel shorter distances to minimise their carbon footprint.

And, when asked whether they’ll be willing to travel only once a year by plane, British holidaymakers were split, with 51% saying they wouldn’t want to limit their air travel.

Interestingly, Gen Z and Millennials, two of the age cohorts most vocal about climate change and the need to tackle the climate crisis as fast as possible, seem the least likely to be wanting to limit their travel.

There’s clearly an age effect as the younger the respondents the less willing to give up on travel. 

Could it be because, being still in their prime, they want to explore the world as much as possible before starting to experience mobility or health issues that could hinder their ability to travel?

All considered, it is clear that this unwillingness to limit their air travel goes deeper than not wanting to be climate friendly. Consumers may not want to give up air travels for multiple reasons: 

• PTO is often short, so having to spend more time travelling by train or car could actually shorten the holiday and dampen the relaxation effect a holiday is supposed to give
• For those living in one country but having family or business ties in another, air travel is often the most practical way to stay connected.
• Air travel opens up opportunities for adventure and exploration, allowing people to discover new places and create memorable experiences.

The overtourism phenomenon

As travel and tourism continue to thrive in the United Kingdom, the concept of overtourism has started to make an appearance. 

Overtourism represents a complex challenge, where the popularity of a destination can sometimes lead to adverse consequences, including overcrowding, environmental degradation, and cultural erosion.

Awareness of overtourism phenomenon

Overtourism has become a buzzword in the world of travel only recently. 

In fact the majority (61%) of Brits have never heard of this term and 27% heard of the term but aren't sure of what that means.

It is clear that not many are aware of the challenges posed by overtourism, which often involves crowded destinations, environmental degradation, and strained local resources, and how this phenomenon will be changing the travel & tourism industry. 

Many popular destinations like Florence , Venice (Italy) and Mount Fuji (Japan) are thinking of introducing a set number of visitors per day to limit disruptions. The city of Florence has even introduced an Airbnb ban in the city centre, as vacation rentals were robbing residents of housing.

Other regulatory measures are visitor quotas, limited access to sensitive areas, and the implementation of tourist taxes to manage the influx of visitors.

It’s clear that economies heavily dependent on tourism are now starting to see the dark side of the tourists influx and are starting to think of measures for preserving the integrity of the destination and ensuring a positive experience for both travellers and local residents.

Attitudes toward measures to combat overtourism

In response to the overtourism phenomenon, British travellers exhibit a range of attitudes and opinions regarding the measures to combat it.

Nearly one in two (46%) Brits (strongly) agree with implementing measures against overtourism. However, and funnily enough, they wouldn’t be willing to pay higher city taxes (previous slide), an extremely popular measure that most saturated holiday destinations have introduced.

The overtourism phenomenon is an issue that is still failing to capture the attention of British travellers, and their attitudes towards addressing it reflect their lack of knowledge.

New trends shaping the travel and tourism industry

The world of travel and tourism has been always witnessing fascinating transformations and several trends have been shaping the industry. 

Luckily, we had an amazing expert to guide us and make sense of the travel and tourism industry: Jonas Upmann from HomeToGo, the marketplace with the world's largest selection of vacation homes.

Jonas is the Head of Consumer Communications, with expertise across content marketing, PR (digital and traditional), and SEO, alongside more than eight years of experience in one of Berlin’s leading travel tech companies, Jonas is a seasoned industry professional and a true travel expert. Additionally, Jonas has lectured in PR at the Hochschule für Technik und Wirtschaft Berlin, and is employed as a guest lecturer for content marketing at the Swiss Zurich University of Applied Sciences with a focus on storytelling and the distribution of content. Combining a classic PR background with modern inbound marketing techniques, Jonas' focus at HomeToGo is driving impactful coverage of HomeToGo and the HomeToGo Group's brands on top domains, creating brand awareness and SEO visibility to increase organic traffic.

Jonas gave us insights on the newest and hottest trends in the travel and tourism industry.

• One such trend that's gained immense traction is the habit of booking trips well in advance . British consumers are showing an unprecedented level of curiosity and awareness when it comes to planning their journeys, and the buzz surrounding this trend is the biggest recorded by the Appinio Hype Tracker. The idea of securing travel plans ahead of time is a hot topic of discussion in consumer circles, reflecting multiple consumers' needs, being cost-effective in a cost-of-living crisis period, but also having something to look forward to. 
• On a parallel track, we find the anticipation for summer holidays in 2024 , albeit with a twist. While curiosity remains high, the awareness levels are slightly lower, resulting in a somewhat subdued buzz. It's an intriguing contrast, suggesting that consumers are keeping their summer dreams somewhat close to the vest. 
• International travel is staging a remarkable comeback. It boasts the third-highest curiosity levels but has skyrocketed to the second-highest slot in awareness. The consumer buzz around international travel is substantial. A testament to the pent-up wanderlust of British travellers, eager to explore the world once again.
• Domestic travel , although equally appealing, has a slightly different story to tell. While awareness levels rank third, and the buzz is significant, it takes a slightly backseat to international journeys in terms of curiosity. In essence, British travellers are embracing both global and local adventures with equal enthusiasm, but their discussions reveal a penchant for planning ahead and embarking on international escapades that speak to their enduring spirit of exploration.

In the ever-evolving realm of travel and tourism, consumers are the biggest players, continually adapting to global shifts, emerging trends, and shifting priorities. The Appinio Hype Train Report on the status travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among travellers. From the impact of the COVID-19 pandemic and the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, travellers are embracing change with resilience and vigour. Looking forward to the travel landscape for 2024, it becomes clear that today's travellers are adapting faster than ever and keep looking for adventures, far away and closer to home. And these travellers will always find the right accommodation for every type of trip at HomeToGo.

💡 What else are fellow travellers discussing when planning their holiday? Find out on the Hype Tracker!

In the ever-evolving realm of travel and tourism, the United Kingdom stands as a dynamic player, continually adapting to global shifts, emerging trends, and shifting priorities. 

The Appinio Hype Train Report on the UK travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among British travellers. From the impact of the COVID-19 pandemic to the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, British travellers are embracing change with resilience and vigour.

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06.12.2023 | 10min read

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Travel could be a good deal this summer. Here's when plane ticket prices will peak.

Spring is springing, and according to Hopper, it’s time to start thinking about your summer vacation plans.

New data from the online booking site shows some favorable trends for travelers in the next few months, including slightly lower airfares compared with 2023 and hotel and car rental prices that are more or less flat year-over-year.

Here’s what you need to know as you prepare to book, whether you’re looking for a domestic getaway or go on an overseas adventure. It’s also not too late to take advantage of deals on some last-minute trips.

How much are spring and summer plane tickets?

According to Hopper, the best deals right now are on domestic airline tickets. Round-trip flights within the U.S. are averaging $290 in April, but prices are expected to rise in the months ahead.

Hopper’s data shows prices for domestic flights will peak between May and June at $315 on average, then will gradually fall through the summer, reaching a low of $264 on average in September.

On a call with investors discussing first-quarter earnings Wednesday, Delta Air Lines CEO Ed Bastian said summer travel demand has been pushed forward in recent years in part because schools, especially in the South, are finishing their summer breaks earlier in the year.

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This summer also will be a good time to travel internationally; Hopper data shows fares to most destinations abroad are down compared with last year. 

“Airfare to international destinations continues to improve following two years of bloated prices due to quickly recovering demand, high fuel prices and supply constraints. Airfare to most major regions of the world has dropped compared to last year with the exception of trips to Canada,” Hayley Berg, Hopper’s chief economist, said in the report. “International fares remain higher than pre-pandemic levels to most regions, as higher fuel prices persist and airlines continue to rebuild capacity to many regions.”

How much will a hotel room for the spring and summer cost?

Hotel prices remain mostly flat compared with the same time last year. Rooms in the U.S. are averaging $206 a night; better deals are available in some trending international destinations like Osaka, Japan, and Istanbul, Turkey.

According to Hopper, Las Vegas, New York and Chicago remain popular destinations in the U.S.

Will car rental prices rise this summer?

Car rental prices also haven’t increased much since last year and average $42 a day, according to Hopper.

The report shows most travelers rent a car for about four days, and warm-weather destinations like Orlando and Los Angeles remain popular pickup points.

Zach Wichter is a travel reporter for USA TODAY based in New York. You can reach him at [email protected].

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Spring Fever: 3 Travel Stocks Set to Surge as Bookings Bloom

Travel stocks to buy for 2024’s record-setting spring and summer travel seasons

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• These travel stocks to buy have broken free from the post-COVID slump.
• Booking Holdings ( BKNG ): Massive institutional interest and high free cash flow make this travel stock untouchable.
• Airbnb ( ABNB ): High-priced hotels push tourists toward wallet-friendly alternatives.
• Trip.com Group ( TCOM ): Chinese travel trends are finally catching up post-COVID.

Source: Shutterstock

With pandemic-era travel restrictions behind us and an improving economic landscape ahead, travel stocks are adjusting to a new era of global travel. Consumer travel rates for air travel, hotel bookings and more are rising rapidly. While inflation certainly exerts some downward pressure on global and domestic travel, indicators of decreasing inflation suggest a potential travel surge as we march through 2024. This presents several top travel stocks to buy this year.

These travel stocks represent the best way to leverage this upward momentum with minimal risk. Each company holds a dominant market share in its respective category and is recovering strongly from the pandemic-era downturns, with per-share pricing rebounding toward or surpassing 2019 levels.

Booking Holdings (BKNG)

Booking Holdings (NASDAQ: BKNG ), recognized for its extensive travel services, including Priceline and Kayak, is an all-in-one travel stock set to boom as we enter the summer season. Though shares trade above $3,500, the company’s strong financial performance and a positive sector outlook point to big things ahead. A subdued forecast in February pushed shares down nearly 10%, making today a perfect buying time — if you hurry. In 2023, its free cash flow per share reached $193.66. With huge institutional ownership , Booking Holdings is a cash-cow stock that uses hefty free cash flow to boost share pricing via a robust 8.87% total yield.

Analysts expect Booking Holdings to grow as the global travel market recovers from the pandemic’s impact. The company’s latest earnings report supports this positive outlook, displaying a 16% year-over-year increase in quarterly gross travel bookings and a 24% annual growth in this area. Moreover, annual income jumped by 40% after a 25% rise in revenue, demonstrating management’s ability to navigate higher interest rates and boost profit margins through effective cost control.

Airbnb (ABNB)

Although the heyday of professional Airbnb (NASDAQ: ABNB ) hosts might be waning, this shift does not spell disaster for the travel stock giant. Instead, Airbnb’s user base is returning to the platform’s original concept of offering spare space as a budget-friendly alternative to hotels. Despite facing significant challenges, such as a $10 million fine for misleading international customers by listing prices in USD rather than local currencies, Airbnb’s market dominance remains unchallenged.

Airbnb holds a 20% share of the total vacation rental market, a remarkable achievement given its competition with established hotel chains. Additionally, the platform’s listing and booking rates have climbed above their pre-pandemic levels in 2019, demonstrating Airbnb’s effective navigation through the pandemic’s obstacles.

In its most recent earnings report , Airbnb disclosed nearly a 17% increase in revenue year-over-year and a 15% rise in gross booking value. Spurred by the holiday travel surge, this growth is expected to continue as we move into the spring and summer travel seasons.

Trip.com Group (TCOM)

Trip.com Group (NASDAQ: TCOM ), a Chinese travel stock, is returning after the government ended its Zero-Covid policies, with a 40% return since January 1st and prices approaching pre-pandemic levels. This recovery positions Trip.com Group for a potential surge as the company serves over half of the Chinese tourism market, including airline ticketing, hotel bookings and general travel planning.

Before the pandemic, the Chinese tourism market was a formidable economic force, with nearly 155 million Chinese tourists traveling internationally in 2019. This number plummeted to around 20 million in 2020. However, by the first half of 2023, nearly 40 million had traveled abroad and this upward trend is expected to continue, potentially driving TCOM’s per-share price to new highs.

Additionally, Trip.com is expanding focus beyond China to capture a larger share of the broader Asian international travel market and explore other global markets. The company is also enhancing its digital and personalized service offerings to meet the changing needs of consumers, aiming to attract and retain attention and build brand loyalty in a highly competitive environment.

On the date of publication, Jeremy Flint held no positions in the securities mentioned. The opinions expressed in this article are those of the writer, subject to the InvestorPlace.com Publishing Guidelines .

Jeremy Flint, an MBA graduate and skilled finance writer, excels in content strategy for wealth managers and investment funds. Passionate about simplifying complex market concepts, he focuses on fixed-income investing, alternative investments, economic analysis, and the oil, gas, and utilities sectors. Jeremy’s work can also be found at www.jeremyflint.work .

Consumer Discretionary , Travel

Article printed from InvestorPlace Media, https://investorplace.com/2024/04/spring-fever-3-travel-stocks-set-to-surge-as-bookings-bloom/.

©2024 InvestorPlace Media, LLC

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Florida abortion ban prompts two Southern states to prep for an influx of patients

After the Florida Supreme Court cleared the way for a state ban on abortions after six weeks , clinics in North Carolina and Virginia say they are gearing up for an influx of patients.

Once the law takes effect on May 1, Florida will no longer be a refuge for people seeking abortions across the South. The state currently allows abortions up to 15 weeks of pregnancy — a far less restrictive policy than those implemented in many nearby states , including Alabama, Georgia and Mississippi, since the Supreme Court overturned Roe v. Wade in 2022.

More than 9,300 people traveled to Florida from other states to get abortion care last year — more than double the number in 2020, according to data from the Guttmacher Institute, a research organization that supports abortion access.

Around 84,000 abortions were performed in Florida in 2023, representing around 1 in 12 abortions nationwide.

Come May, the closest option for Floridians and some others in the South who seek abortions will be in North Carolina, which allows abortions up to 15 weeks but requires people to receive in-person counseling at least 72 hours in advance. The next-closest option is Virginia.

Abortion clinics in both states are preparing to accommodate more patients by adding staff or extending hours of operation. Providers have had time to get ready, since Gov. Ron DeSantis signed Florida's six-week ban in April 2023. Its implementation was on hold pending the state Supreme Court decision, which came on Monday.

The Bristol Women’s Health Center, which offers abortions in southwestern Virginia, expanded its hours a few months ago to accommodate people from Florida and other Southern states. It has also started offering services in the evenings and sometimes on weekends.

“It is already hard enough for somebody who’s driving 12 hours away,” said Karolina Ogorek, the center's administrative director. “While their reproductive health choices are being taken away by their state, as an abortion provider and a clinic, we want to give them as many choices as possible to be able to access the care that they need.”

The center also plans to work with funding agencies such as The Pink House Fund in Mississippi to help cover travel and lodging costs for patients coming from far away. 

A Woman’s Choice, a network of clinics with a location in Jacksonville, Florida, opened a new clinic in Virginia last month in anticipation of Florida's ban. That clinic is working to add doctors, according to Amber Gavin, the organization’s vice president of advocacy and operations.

But even so, she said, demand could be quite high.

“Florida was seeing a huge influx of patients from the Southeast, and I’m very concerned that the neighboring states aren’t going to be able to accommodate all the Floridians and folks in the Southeast,” Gavin said.

Jenny Black, president of Planned Parenthood South Atlantic, similarly said that the organization’s North Carolina clinics are making more appointments available. But those clinics already have a two-week wait time for abortions. 

“Planned Parenthood health center staff in North Carolina are doing their level best to quickly expand capacity and increase appointment availability ahead of the near total ban in Florida taking effect, but it will not be enough to stem the tide of patients from across the South who have few options left," Black said in a statement.

For many women, traveling to get an abortion isn't an option because of a lack of resources or other circumstances.

Florida clinics anticipated the state's new law so have already trained additional staff to perform ultrasounds and confirm pregnancies. They are trying to see as many patients as possible before the end of the month.

“We’re opening up more ultrasound appointments scheduled for the next 30 days to get people in,” said Michelle Quesada, vice president of communications and marketing for Planned Parenthood of South, East and North Florida.

Quesada cautioned that, starting in May, patients will need to show up before the six-week mark, since Florida law requires two in-person visits to a clinic, 24 hours apart, ahead of an abortion.

“You’d have to find out you’re pregnant in your fifth week of pregnancy, which is one week after a missed period for someone with a perfect 28-day cycle,” Quesada said.

“I can only imagine in 30 days the sheer volume of patients that are going to be confused, scared, feel like they have no other option when they learn that they’re beyond six weeks,” she added.

Florida’s law allows exceptions for rape, incest and the life of the mother.

"I would think that it’s OK to have an abortion if the mother’s life is in danger. This particular law, this six-week bill, does have that — so there wouldn’t be any reason to have to travel," said Ingrid Duran, the state legislative director for the National Right to Life Committee, an anti-abortion organization.

Duran noted that Florida's ban sets aside $25 million to expand the Florida Pregnancy Care Network, a group of centers that aim to convince women not to have abortions. Such centers offer pregnant women counseling and supplies like car seats and diapers, but some have been known to provide inaccurate or misleading information .

Duran said the funding may help address a lack of access to health care, counseling and support that she believes could be "some of the reasons why women choose to have abortions."

The fate of abortion access in Florida isn’t set in stone, however: The state Supreme Court also decided that a proposed amendment to its constitution that would enshrine abortion protections can be on the November ballot.

“ What we’ve seen in other states is that when abortion is on the ballot, it wins,” Gavin said.

Aria Bendix is the breaking health reporter for NBC News Digital.

Katie Mogg is an intern at NBC News.