2024 Travel and Hospitality Trends You to Know

2024 Travel and Hospitality Trends You to Know

With 2024 fast approaching, it’s important to take note of the trends shaping the future of the hospitality industry. With global travel emerging from a transformative recovery period, a lot has changed. Let’s take a deep dive to explore the trends – many of which are likely to stay with us long term – so that your brand can adequately prepare and prosper. 

Changing Dynamics

There are higher numbers of single households, along with high numbers of young adults living at home for longer. That translates into changing dynamics when it comes to holiday travel. Hotels are seeing a higher number of solo travellers, as well as large family get-togethers, older travellers who are enjoying their retirement, and a growing number of Gen Z’s entering the travel market. 

Changing Desires

With different dynamics at play comes a set of new desires. Again, these are very diverse and each brand will need to conduct thorough research to determine niches among their audiences. 

Two of the prominent trend waves we’re seeing are those who seek curated trips – life is stressful enough, they want a holiday catered to their personal preferences, and a shift in those seeking the ‘soft life,’ meaning people are willing to pay for convenience and comfort. Ultimately, people are seeking value, and they’d like to see that reflected in every aspect of their travels, service included (the experiences of those being disappointed in Paris shared widely on TikTok is a prime example).

There are also broader aspects within each category. Marketers will need to broaden their personas to view their audiences as diverse, complex beings with a mix of preferences. One day they may want to lounge around relaxing, the next they want to embark on an exciting adventure. With these personalised touches comes the affinity for rewards programmes which several hotels are offering. It benefits hotels too as they can capitalise on direct bookings, while guests can enjoy perks for their loyalty. 

New Standard Expectations

Modern-day travellers have a new set of expectations which the travel industry needs to take note of. While making a point to mention that Wi-Fi is available at a hotel, for example, that is now expected. Or if there’s a TV, it’s understood that it will be a Smart TV. Travellers are more tech savvy and with this, they are used to brands understanding them on a deeper level and offering them relevant products and services.

In the same vein, contemporary decor is expected. Hotels charging the same amount without updating the look and feel of the space will not bode well in 2024. With more options than ever, hotels need to invest in meeting these new standards. 

Eco-friendly practices also follows suit as it is a term that has been used by marketers broadly, without truly defining what it is. Today’s travellers expect that a hotel is doing what they can to support the environment, and then beyond that there are different camps of people; those who seek out hyper sustainable methods, and those that aren’t as fussed about it. 

Transformative Trips 

Travel has been granted a higher order of importance for many, and it is ultimately because people are valuing the need for a proper break and the transformative value which it can provide. For instance, celebrating the local region or area with a staycation continues, as does exploring new thrills that push boundaries. 

It’s All About Experiences

Speaking of transformative trips, the experiences that await are key. People are looking to make life-long memories from the moments they experience, and to rejuvenate their mind, body, and spirit. So, where does the inspiration come from? Social media is a major contender, with people exploring areas in what we can refer to as the ‘trending wonders,’ where people visit detonations popular on social media or in the media sphere for specific reasons, for instance, renewed interest in  the pyramids in Egypt following the Netflix series Ancient Apocalypse, or travelling to places for something unique like a particular cheesecake in Turkey.

Ultimately, travel experiences need to align with the culture of the destination, as well as travellers' values. 

Corporate Budgets Increase

Corporate budgets are increasing which is seeing a rise in many business-related travel trips. Here are some prime examples:

• MICE events are picking up globally.
• Teams are having get-togethers for remote workers at destinations around the world.
• Wellness retreats are offered as a benefit for employees.
• Remote workers are embarking on bleisure trips where they live and work abroad for anywhere from a month to a year and more.
• That wraps up our round-up of 2024 travel trends you need to know.