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As the year nears its end, the tourism industry is setting its sights on the buzzwords for travel in 2024. Will we still be doing revenge travel, set-jetting and workcations?
Expedia Group is giving us an insight based on booking data from Expedia, Hotels.com and Vrbo, as well as a global consumer survey of 20,000 travelers. Here’s what they predict will motivate and influence vacations in 2024 and where to discover these trends in Europe.
On social media platform TikTok, you can find feeds full of ‘dupe’ recommendations — affordable alternatives to popular (and often expensive) products. Now, the trend has been taken up by travel influencers suggesting destination dupes — places that are a little unexpected, sometimes more affordable, and an attractive alternative to popular vacation spots. Some less crowded and lesser-known options in Europe are Paros instead of Santorini, Liverpool instead of London and Sapporo instead of Zermatt.
In 2023, the cultural impact of Taylor Swift’s Eras and Beyonce’s Renaissance tours was undeniable. But it also boosted tourism at concert venue locations. Expedia Group predicts that ‘tour tourism’ will continue to thrive in 2024, with over 40% of survey respondents saying they’d travel for a concert as an excuse to visit a new place. Unexpected places on Expedia’s list of top tour tourism destinations in Europe are Birmingham, Antwerp and Warsaw, with hotel stays in these cities on average less than $145 per night.
Low or alcohol-free lifestyles are on the rise, helped out with movements like dry January and sober October. More than 40% of travelers surveyed say they are likely to book a detox trip in the next year, and half of respondents say they would be interested in staying at hotels offering easily accessible alcohol-free beverage options. One in 4 says the top reason for drinking less on holiday is to stay in control, feel better emotionally and physically, and, perhaps surprisingly, attend sporting events. The travel industry looks set to cater more to sober-curious visitors by stocking minibars with zero-proof options or offering mocktail-making experiences.
Puppymoons, first-date-iversaries, and plate dates (cooking and eating a meal together) — the neologisms are being churned out at a record rate. They’re also being used as ‘any excuse’ for a getaway with family and friends, according to Expedia Group’s survey.
In addition to anniversaries and milestone birthdays, work-related occasions are one of the most popular trip motivators, with many saying they’d book a weekender to celebrate retirement, getting a new job, a promotion or quitting a job.
Beyond searching for specific amenities or star ratings, a hotel’s overall ‘vibe’ is reportedly becoming a strong indicator of travelers’ hotel choices. Nine out of ten survey respondents say the vibe of a hotel is essential when booking, with desirable options including modern, industrial, retro or party. Travelers say the top element when judging vibe is customer service, which surpassed the music, interior or lighting of the hotel.
No list of 2024 trends would be complete without a mention of Artificial Intelligence. Expedia Group predicts the ‘generation of generative AI’ travelers will come of age and fully embrace this tech in 2024. Survey data reveals that half of travelers are interested in using generative AI to plan their next trip, and one in three say it’s very useful when making travel plans. Nearly 40% say they would use this tech to find the perfect stay, 35% would plan activities and things to do, 33% would compare flight options, and 20% would change or cancel their travel plans.
