Booking.com’s latest data offers insights into a few budding trends that brands can look forward to in the coming months. From the emergence of the ‘Surprise and Delight’ trend to the growing importance of sustainability and the changing face of luxury travel, the future traveller is set to embark on journeys that redefine conventional norms.
For example, in 2024, travellers are poised to embrace the unknown, with over half (55%) expressing interest in booking surprise trips where even the destination remains a mystery until arrival. According to Laura Houldsworth, Managing Director & Vice President for Asia Pacific, this shift opens the door for lesser-known locations, as a majority (58%) express a preference for venturing off the beaten path. Flexibility is key, with 56% preferring no set plans, providing a window for spontaneous last-minute bookings – increasing to 60% for Gen Z and 59% of Millennials, compared to 46% of Gen X, 30% Boomers, 18% Silent Generation.
Of course, this creates an intriguing situation – how do brands plan for the element of surprise, suspense, and the unknown while also catering to new consumer behaviour patterns?
Speaking to WiT, Houldsworth explained that “Keeping this shift in mind, brands can provide travel tips and inspiration to tease emerging destinations like Camarinas and Laos and create social activities for travellers to mingle with strangers or go on group trips to experiential attractions.”
“This is most popular amongst Gen Z (42%), Millennials (40%) and frequent travellers (40% of those travelling five times or more).”
Laura Houldsworth, Managing Director & Vice President for Asia Pacific, Booking.com
Technology is set to play a crucial role, with 54% trusting AI to plan their trips. Booking.com’s AI Trip planner is indicative of the growing reliance on tech-enabled flexible services, offering travellers the ability to cancel, change plans, and even opt for buy-now-pay-later options at the press of a button.
“Hence, brands that adopt tech-enabled flexible services will have an edge by providing travellers with the option to cancel, change plans, buy now, and pay later at the press of a button,” Houldsworth added.
“On the whole, our global Travel Predictions research unveiled that 18% consider deepening their connection with themselves as their main priority for travel in 2024,” said Houldsworth.
“Younger generations are most interested – Gen Z (24%), Millennials (21%), Generation X (16%), Baby Boomers (7%). Gen Z chose this as their top priority, over nature (14%), destination (17%), human connection with partner (18%), friends (11%).”
“Furthermore, close to two-thirds (59%) of global travellers plan to travel alone in the next 12 months, rising to 63% of Gen Z and 65% of Millennials.”
Balancing budget and extravagance
Booking.com says that cost-conscious travellers in 2024 are adopting a save-and-splurge approach, choosing budget-friendly destinations while indulging in moments of luxury. A notable 52% plan to visit destinations with a lower cost of living than their hometown, opening doors for second and third-tier locations. In line with this, 56% are willing to pay for day passes to experience the amenities of a five-star hotel without staying overnight.
Parents, in particular, are keen to maximize their travel budgets, with 56% expressing a desire to take their children out of school for off-peak season trips. Houldsworth emphasises the importance of tech in this trend, with 62% of travellers seeking insights and tips from AI to enhance their experiences.
Sustainability and purposeful experiences
Booking.com’s data shows that sustainability remains at the forefront of travel trends, with 60% of APAC travellers seeking accommodations that showcase sustainability innovation. Beyond accommodations, travellers express a desire for sustainability in action, with 67% preferring to witness eco-friendly practices. Furthermore, 68% want accommodations to bring the outside in, incorporating green spaces and plants into the vacation experience.
Interest in sustainable travel also seems to extend to itineraries, with 64% of Booking.com’s surveyed consumers intrigued by travel apps that offer rewards for contributing to conservation efforts. This includes experiences with locals in off-the-beaten-path areas and visits to remote locations with limited tourist access.
However, we couldn’t help but note that sustainability isn’t being mentioned as prominently next year compared to this year’s trends. While the momentum for sustainable travel was red-hot coming into 2023, many other trends seem to have climbed up the ranks in terms of consumer demand.
“We know that consumers are still thinking about sustainability – though realistically, the industry is still behind in progress compared to other industries,” explained Houldsworth. “There is still ground to be made up, and it’s critical for us to continue investing in sustainability to build and preserve a world worth experiencing.”
She continued, “While there isn’t a one-size-fits-all approach for a complex and fragmented industry like travel, there is still a growing need and urgency for individuals to take action – and we need to recognise the role we all play in collaborating to make real, positive change for the longevity of our industry.”
We recently published two posts on Gen Z travel trends and their approach to sustainability here and here.
Gastro-tourism, culinary History and authenticity
Booking.com’s data reveals that food plays a central role in shaping travel decisions, with 67% of travellers expressing interest in learning about the origins of a destination’s culinary delights. Accommodations and experiences that highlight the traditional history, geography, and craftsmanship of local cuisine are expected to be in high demand.
Travellers are eager to try indigenous dishes and heritage flavors, with 85% expressing a desire to explore authentic culinary experiences. Booking.com notes that this trend opens opportunities for industry operators to offer immersive food-focused trails that contribute to local communities.
“Food inspires people’s travel,” said Houldsworth, “with 58% saying watching cooking shows inspires them to visit new places.” (Millennials 65%, Gen Z 56%, Generation X 58%, Baby Boomers 42%)
She added, “56% will choose a vacation destination on the basis that it has a good reputation for food and drink – this number jumps to 63% for Millennials, compared to 53% for Generation X and 40% for Baby Boomers.”
Beyond wellness: Elevated rest & relaxation
In response to the challenges of modern life, travel is increasingly seen as a remedy for stress, with 66% of travellers in Booking.com’s research say they’re seeking uninterrupted shut-eye in 2024. Sleep tourism is on the rise, catering to those who want to solely focus on relaxation. Being close to water is a universal trigger for relaxation, with 72% agreeing that proximity to water instantly makes them feel at ease.
As water-centric vacations gain popularity, experiences like floating yoga, water sound baths, and underwater hotels are set to boom. This aligns with the rising interest in aquatic escapes and the integration of mindful water immersion into travel experiences.
As Houldsworth elaborated, “While over half (56%) say that as temperatures soar close to home, they will use their vacation to cool down elsewhere – rising to 61% for millennials, but only 26% of the silent generation.”
“Over a third (36%) are interested in water-centric vacations in 2024, most popular amongst Gen X (40%) and Baby Boomers (39%).”
