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Booking.com’s research revealed seven predictions for travel in 2024.
Alter Ego Enthusiasts
In 2024, travelers will feel more alive by creating their own epic alter egos on vacation. These Alter Ego Enthusiasts love the thrill of embodying a 2.0 version of themselves, and go to great lengths to reimagine their best self.
68% want to be more like their vacation self in their day-to-day life back home
Cool-Cationers
Step aside, sun-seekers! 2024 welcomes a new breed of traveler: the "Cool-Cationers." Scorched by record-breaking temperatures, travelers are ditching the beach towel for the woolly scarf, seeking solace and rejuvenation in cooler destinations.
Rise of Water-centric Travel in 2024
Expect floating yoga, water sound baths and snow meditation to surge, as well as a boom in ice therapy retreats, underwater hotels and mermania.
Travelers Increasingly Want to Surrender Themselves to the Element of Surprise
Shifting from rigorous planning to chance encounters, Surrender Seekers are relinquishing control for the art of letting go.
Rise of AI
The travel industry is responding fast with tech-enabled flexible services, giving travelers the option to cancel, change plans, and buy now, pay later.
The Food Archeologists of 2024 Will Dig Deep into the Roots of Food on Vacation
Expect an increase in heritage flavours and indigenous experiences that tell the story behind the food, unlocking the secrets of cultures which have been lost or forgotten.
Culinary Excavators are experientialists who fluctuate between digital and physical realities to transform every discovery into a heightened multisensory extravaganza.
Increase in Trips Rooted in Self-improvement in 2024
Amid global instability and an ever-hectic world, disheveled travelers are booking one-track trips rooted in self-improvement in 2024 to bring themselves back to the life they truly want again.
Expect a rise in hotels offering beds that use sound and electromagnetic waves to put travelers into a deep resting state, with AI logging sleep preferences for future stays.
Travelleres Will Employ Money Saving Hacks to Cut Costs
Fueled by the cost of living crisis, travelers in 2024 will employ money saving hacks to cut costs, yet level up vacations with ‘à la carte’ luxuries.
A new breed of influencer is rising – the A La Carte Affluencer. These individuals cultivate an image of effortless luxury, showcasing curated moments of extravagance on their social media feeds. But behind the perfectly-filtered facade, a different story unfolds. The A La Carte Affluencers are masters of crafting budget-friendly travel itineraries, meticulously tracking every cent spent, and prioritizing experiences over possessions.
Mindful Aesthetes
2024 is poised to see a surge in travelers seeking experiences that are both ** aesthetically pleasing and sustainable**. This trend represents a shift towards more conscious travel choices, driven by a desire to reconnect with nature, support local communities, and create lasting memories in beautiful spaces.
Mindful Aesthetes will lean on technology for sustainable itineraries that offer exclusive access to the places they are helping preserve, in the most mindful and responsible way.
Methodology
Travel Predictions 2024 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,730 respondents across 33 countries and territories were polled (including 1008 from Argentina, 1012 from Australia, 505 from Austria, 1001 from Belgium, 1002 from Brazil, 1009 from Canada, 1009 from China, 1002 from Colombia, 508 from Croatia, 504 from Denmark, 1011 from France, 1011 from Germany, 1016 from Hong Kong, 1004 from India, 510 from Ireland, 504 from Israel, 1014 from Italy, 1004 from Japan, 1009 from Mexico, 1014 from The Netherlands, 1015 from New Zealand, 500 from Portugal, 502 from Singapore, 1010 from South Korea, 1009 from Spain, 502 from Sweden, 507 from Switzerland, 504 from Taiwan, 1003 from Thailand, 502 from the UAE, 1007 from the UK, 1005 from the US and 1007 from Vietnam). Respondents completed an online survey in July 2023.
