The Top Travel & Hospitality Trends Shaping The Future of Travel and Consumer Behavior

TRAVEL TREND FORECAST

First Things First.

At Modern Currency, we stand at the intersection of innovation, resilience, and unwavering commitment to communications excellence in the ever-evolving realms of hospitality, tourism, and travel. As custodians of unforgettable experiences, we recognize the profound impact that 2023 trends and real-world events have had on shaping the landscape of our industry. Our mission is to not only adapt to these changes, but to thrive within them, fostering a culture of adaptability, empathy, and impactful storytelling that connects people and experiences.

Given the shape-shifting nature of traveler sentiment from one year to the next, travel & hospitality trends hold the ultimate form of currency offering immense value and insight into the driving forces behind global consumer behaviors including the factors that are shaping the future of travel/hospitality in 2024.

The real-world events of 2023 have tested the resilience of the hospitality and travel sectors. From geopolitical shifts to public health crises, we recognize that adaptability is the key to navigating these challenges successfully. Our commitment to communication transparency and proactive crisis management ensures that we provide a secure and sustained platform on behalf of our clients even in the face of uncertainty.

If we’ve learned anything over the last few years, it is the importance of staying grounded and in touch with reality and the real-world events and news that impact our industries in a multitude of ways. No longer does the surface level cut it — we cannot be afraid to address the elephant in the room, pivot quickly to navigate the hard news cycle with grace and aplomb, and remain highly attuned to what drives today’s travelers.

The year ahead presents a unique opportunity for the world at large — from leading with intention, a renewed emphasis on sustainability and longevity, and travel based on tentpole cultural moments, and we couldn’t be more excited to play our role in telling the many important stories within our industry and community.

Our agency has curated our selection of top trends that will shape the travel & hospitality world at large – plus an insider’s look at the biggest anticipated travel trends for 2024 in wellness, sustainability, experience-based travel, culinary & how today’s traveler is spending.

— Modern Currency PR President & Founder Meghan Patke

Travel Dreams in 2024.

Travel won’t be slowing down anytime soon.

With the advent of the return of revenge travel and the massive surge of tourism across Europe, in addition to a rise of “bucket list” vacations to wellness-focused getaways, the eagerness to explore the world is not slowing down in 2024.

According to a recent Bloomberg report, travel is set to become a $15.5 trillion industry by 2033—a 50% increase over its $10 trillion value in 2019.

Travelers are choosing destinations with intention, guided by price and altruistic purposes that fall within these three key buckets:

Regenerative Travel
Off-season/shoulder season travel
‘All out’ trips are booking further in advance

Playing The Long Game: Travelers are Planning in Advance More than Ever.

Travelers are booking trips far in advance to manage their budget with bookings for Summer 2024 making up 54% of all 2024 bookings so far, followed by 46% for Winter 2023/2024 with an average length of stay of 10 days. Long-haul destinations are proving to be the most popular with Mexico, Australia, and Thailand taking the lead.

Staycations Surge: Domestic Travel Remains Red Hot.

Domestic tourism, fueled in part by the pandemic, has seen a resurgence and is expected to continue its upward trajectory in 2024. More than ever, travelers are realizing the untapped potential of playing tourist within their own backyards and are taking the time to discover and appreciate local attractions as budgets get tighter for the year ahead following the effects of inflation and a shaky economy. In parallel, the concept of microcations, or short-term vacations, is gaining momentum as travelers seek refuge from the stresses of daily life without the expense of long-haul flights and international travel.

68% of American travelers are choosing staycations over traditional vacations for holiday vacations & long weekends, serving as a testament to the allure of exploring the gems hidden within our own communities. In light of current global circumstances, 92% of surveyed travelers prioritize safety as the top consideration for holiday plans. Exploring nearby destinations allows you to maintain control over your environment and enjoy a worry-free escape.

Where to next?

Americans, on average, are planning to visit four different destinations in 2024, and according to Ovation Network, travelers will be looking for a deeper, more experiential connection with destinations that are off the beaten path, including:

Sardinia, Italy
San Sebastián, Spain
Jeju, South Korea
Ha Long, Vietnam

Traveler interest in Japan & Italy is not set to slow down anytime soon, with many opting to explore the ‘lesser known’ cities within these countries, beyond Rome and Tokyo.

When choosing a new destination, natural beauty, and landscapes were found to be the most important factors (58%), closely followed by historical attractions (50%) according to a recent study by the New York Post.

The Travel Mindset is Shifting.

Shoulder To Shoulder — There is No More Off-Season. Travel is Always On.

With record-breaking heat indexes over the past few years, people are making active choices to avoid the crowds and the heat. Booking shoulder season was once travel’s best-kept secret, but more people are catching on to the trend due to skyrocketing temperatures.

The Adventure Tourism Market is Expected to Grow by $3 billion dollars by 2028.

The global adventure tourism market will reach $3 billion by 2028, exhibiting a growth rate of 19.6% between 2023-2028. What does this mean?

The growing demand for authentic and personalized traveling experiences that provide an adrenaline rush is primarily driving the adventure tourism market with experiences that allow them to connect with nature through exploratory adventures. Formerly risk-averse travelers are pushing the boundaries in search of thrill-seeking after years of covid captivity.

Cruise Control.

Cruises finally take center stage after coming to a grinding halt in 2020, with Veranda recently reporting an increase in yacht bookings up by 79% since 2019, especially in yacht-forward destinations of Croatia, Greece, San Tropez, and the Caribbean, which are the gateway drug for those ‘new to cruise’.

OOO: Going Off The Grid

The shift in travelers seeking off-the-beaten-path destinations far removed from the hustle and bustle of tourist cities indicates a desire for today’s traveler to explore the untouched in remote corners of the world, per Travel + Leisure. In 2024, expect an emphasis on destinations in which the journey to reach them becomes an adventure in itself. Some of these exquisite properties are perched in the metaphorical ‘edge of the world’ locations such as Fiji or Antarctica.

Sustainability & Regenerative Travel is Top of Mind.

As stewards of the environment, we acknowledge the growing importance of sustainable and eco-conscious travel. As society grapples with the effects of the global climate crisis and the natural disasters that have resulted from the degradation of the environment, sustainability has emerged as a critical framework for shaping the way we approach travel and tourism on a global scale with travelers now taking an active stake in traveling responsibly, and minimizing our ecological footprint.

There is mounting pressure within the hospitality industry to shift toward sustainability, as the hotel industry must reduce its carbon emissions by 66% by 2030 and 90% by 2050 to comply with the Paris Agreement on climate change. This means implementing regenerative practices, ecotourism packages and green initiatives such as eco-friendly transport options, going paper-free, developing net-positive strategies that improve the surrounding landscape, and giving back to local communities.

According to a recent report by the World Travel and Tourism Council (WTTC) and the Trip.com Group, 69% of travelers are on the lookout for sustainable travel options in 2024.

AI Will Go Mainstream for Travel in 2024.

All eyes are on AI as today’s consumer adapts to the future of technology and its foray into travel. The industry has already begun responding to this demand, with the rollout of new tech-enabled flexible services, giving travelers the option to cancel, change plans, and buy now, pay later at the press of a button. With the silent generation finally surrendering to AI in order to assist their travel plans in the year ahead, expect to see platforms such as Booking.com’s AI Trip planner boom in 2024.

Taking It Private.

Before the pandemic, traveling private might have been a splurge—now, after social distancing sent luxury travelers into private options, there is no turning back. According to Virtuoso, private aviation is surging for domestic and shorter international flights, and more travelers are trading up to first class to longer haul flights.

Cat’s Out of The Bag — Surprise Trips Are No Longer a Mystery.

Mystery trips have become increasingly popular over the last decade according to Condé Nast Traveler, with many hotels & travel brands offering guests a more flexible experience tailored to traveler’s likes and dislikes, timeframe, and budget.

For travelers burnt out by the overplanning required by the pandemic, relinquishing control can feel like more of a vacation than ever. Today’s traveler is generally more flexible on when and where they go, which opens up a whole new world of options for traveling to lesser-known destinations, with Booking.com noting 52% of travelers are open to booking a surprise trip where everything down to the destination is unknown until arrival due to an averseness in the ‘sameness’ of everyday life and actively avoiding cookie-cutter experiences. The 2024 traveler is actively seeking ways to move past the homogenized vacation, with 56% preferring to venture off the beaten path.

The Next Chapter for Wellness Travel.

The global wellness tourism market size was valued at USD 814.6 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 12.42% from 2024 to 2030.

Wellness Surges: Wild Swimming, Meditation Hiking, & More.

Some of the biggest changes and shifts to traveler sentiment following the pandemic are driven by a desire for privacy, nature, and improved mental health. Wellness journeys/retreats are beginning to leave the spa and head into the wild with new wellness experiences including forest bathing, a meditative form of hiking among trees that predates the pandemic, wild swimming which offers guests the opportunity to swim in bracing waters, flow hiking meditation retreats, plunge baths & longevity protocols that allow travelers to tap into the coveted ‘fountain of youth’.

Wellness Through Water.

According to Booking.com’s recent travel trend report, participants in a recent survey reported that being close to water instantly makes them feel more relaxed, with over a third (36%) interested in water-centric vacations in 2024. As people dive headfirst into aquatic escapes, mindful water immersion will quickly become the next mainstream version of meditation, where this new trend will evolve to welcome floating yoga, water sound baths, and even underwater hotels.

Invest In Your Rest — You Don’t Want To Snooze on Sleep Tourism.

In a world buzzing with constant connectivity and perpetual motion, a fascinating trend is quietly making its way into the spotlight: Sleep Tourism. As we transition into 2024, the pursuit of restful and immersive travel experiences is taking center stage, challenging traditional notions of exploration.

Given the wear and tear of the sleepless past two years, the savvy American traveler is purposefully seeking out new ways to invest in their self-care whilst on vacation—from exploring intentional wellness amenities to enriching the guest stay via immersive art experiences on-property, or tapping into the ‘fountain of youth’ with new white glove wellness offerings that combine cutting edge-science with customized therapies.

Between 50 to 70 million U.S. adults report having a sleep disorder and recent studies expose that 1 in 3 Americans are struggling with sleep with insomnia ranking as the most common. That’s why Sleep Tourism — travel destinations and programming centered around a good night’s sleep — is poised to be one of the biggest travel trends of 2024. Sleep tourism is among a number of travel trends predicted to continue sweeping the industry in 2024, as sleep remains a top priority for travelers with many engaging with products and brands aligned with this better-for-you imperative.

The travel industry is taking note, bringing more attention and creativity to the table with amenities like a snooze-inducing aromatherapy list, in-room melatonin, a nightly menu of teas, and customizable beds. The trend combines cutting-edge sleep science, luxurious accommodations, and breathtaking natural surroundings to create a holistic experience. Imagine drifting into dreams under the Northern Lights in Iceland, falling asleep to the soothing sounds of ocean waves in a floating bungalow in the Maldives, or snoozing in a high-tech sleep pod nestled within a serene Japanese forest.

As the Sleep Tourism industry gains momentum, it's not just about escaping the hustle and bustle; it's about embracing a lifestyle that prioritizes well-being, mindfulness, and the rejuvenating power of quality sleep. So, pack your silk sleep mask and embark on a journey where the destination is not just a place on the map but a dreamy escape for your mind and body. Sweet dreams await in 2024!

Escaping The Heat Through ‘Blue Travel’.

With rising temperatures & climate change top of mind, Booking.com predicts an emphasis on water-centric travel that takes the edge off the heat and helps people wash away their worries. “Summer” and “water” have always been intrinsically linked, but in 2024 the emphasis on ‘blue travel’ will be taken further as travelers actively seek water & ocean destinations that provide a reprieve from the rising temperatures year round.

Can Travel Help Us Live Forever?

A new kind of wellness tourism is on the rise, drawing travelers to luxury resorts with the goal of preserving longevity & maximizing health whilst on vacation.

Comprehensive medical testing and non-invasive treatments that help reverse the aging process are no longer reserved for sterile doctor’s offices, with luxury Resorts offering medical-grade, holistic, and functional medicine treatments, ranging from IV’s to stem cell therapies & beyond that allow travelers to tap into the coveted ‘fountain of youth’.

With ongoing research and innovative approaches, NAD+ and longevity programs are poised to redefine the landscape of wellness, offering a pathway to enhanced vitality and extended healthspan. As these interventions become more accessible, a future where individuals proactively engage in personalized longevity strategies to promote overall well-being seems increasingly plausible.

The Rise of Screen Free Vacations.

Today’s travelers are looking for a reprieve from the endless scroll of social media, breaking news alerts, and being ‘on’ 24/7. With a renewed emphasis on going offline, digital detoxes are sweeping travel trend predictions for 2024, with a greater emphasis on hotels & Resorts developing programs that foster less screen time and more time spent focused on being present.

The Cosmic Craze is Written in The Stars.

Astro Tourism is set to soar to new heights ahead of the highly anticipated 2024 Solar Eclipse in April. Enthusiasts and curious travelers alike are gearing up for celestial adventures, seeking optimal vantage points to witness this rare cosmic event. From specialized eclipse-viewing expeditions to immersive stargazing retreats, the trend is all about merging wanderlust with astronomical wonder. Hotels, resorts, and tour operators are capitalizing on the cosmic craze, offering bespoke packages that combine scientific insights, expert-led astronomy sessions, and breathtaking celestial landscapes. As the 2024 Solar Eclipse approaches, Astro Tourism is poised to become a celestial journey of discovery, attracting sky gazers from around the globe eager to experience the magic of our solar system firsthand.

From star bathing (also known as mindful stargazing), centered on appreciating and tuning into your surroundings without technology, to dark sky tourism, to cultural star navigation experiences, travelers are looking for life-affirming travel experiences that leave them pondering the bigger questions in life.

A ‘Taste’ of Travel.

Culinary Tourism is a Conduit to the Past.

Food continues to serve as a gateway and conduit to connecting community and culture on one plate. Beyond just tasting local flavors, this trend taps into the heart of communities, offering hands-on cooking classes, farm-to-table excursions, and exclusive chef collaborations. Culinary destinations are emerging as hotspots, drawing foodies to indulge in curated culinary trails that tell the stories of regional ingredients and traditional cooking techniques.

Through meaningful culinary experiences, travelers in 2024 are looking to commune with the past through curated food journeys that provide insight into the unique traditions and origins of a destinations ‘must-eat’ delicacies, according to Booking.com. Culinary travel in 2024 will shift from the ‘over-the-top’ to the meaningful, with an amplified focus on discovering the under-represented cultures, uncovering heritage flavors that unlock the senses and provide a new level of understanding of a destination.

Getting Down & Dirty: Agritourism.

The global agritourism market size is expected to reach $62,982.6 million by 2027.

A subset of the rural tourism, Agritourism (also known as farm tourism, farm vacation tourism, wine tourism, etc.) this emerging concept directly addresses traveler’s current sentiment on stress-free, nature-driven experiences that allow them to go off-the grid, ditch the hectic lifestyle and 'materialism’ by finding peace and calmness through active participation in farm activities, which can reduce the stress and frustration.

Examples of Agritourism-driven experiences include: archery, barn dances, cabin living, camping, farm foraging, heritage trails, and hunting.

Leaving No Trace.

‘Leaving no trace’ is predicted to remain a large theme in 2024, with travelers remaining increasingly conscious of the environmental impact of single-use plastics and excessive waste in the food and beverage industry. Restaurants and bars will continue to adopt sustainable packaging and compostable materials to extend their zero-waste initiatives and appeal to environmentally conscious diners and travelers.

Zero Waste is The Way.

No longer is Zero Waste a phrase used by the hippie restaurants & early adopters of the movement – it’s officially hit the mainstream with big brands, restaurants & hotels recognizing the importance of food sustainability. An emphasis on upcycled ingredients to reduce food waste will take on new form in 2024, with hotel & restaurant operators creatively incorporating byproducts or overlooked parts of fruits, vegetables, and grains into dishes, with an environmentally friendly spin.

Food Politics. Seasonality is King.

The phrase ‘seasonally-driven dining’ has been exhausted, but it won’t be retiring anytime soon. Conversations surrounding the sustainability of seasonal dining will continue to remain an important topic as restaurants and hotels move away from ‘always on’ ingredients and shift to finding a harmonious balance between ensuring guests are appreciating the limited-time gifts of the earth in a world in which previously they would be able to find a peach dish on a menu in the middle of December.

Health-Conscious Choices Extend to Travel.

Trends geared towards low ABV and zero-proof cocktails will continue to rise in 2024, in addition to ingredients with functional properties ranging from mushrooms to cannabinoids.

2023 marked a big ‘mushroom boom’ following record-breaking rainfall, which resulted in an abundance of wild mushrooms, perfectly nourishing the fungi that require a lot of moisture to flower. In 2024, expect new and inventive uses for the fungi, extending to mushroom-based cocktails.

By incorporating functional ingredients into recipes, operators can stay relevant while remaining connected with guests’ mission-forward approach to dining out, according to Hospitality Net’s ‘Future Fare’ trend forecasting for 2024.

Staying Social in Today's Digital Age.

The digital revolution has reshaped the way travelers experience and interact with new destinations from contactless check-ins to personalized travel itineraries powered by artificial intelligence.

Video Content Dominance.

In the era of declining attention span, short-form video content will continue to sweep the market in 2024. Forbes iterates that short-form videos are 2.5 times more engaging and are able to capture the attention of 66% of consumers. Due to the potential of this medium, Meta released YouTube Shorts back in 2020 in competition with TikTok and Instagram Reels. While TikTok laid the foundation for short-form video content, the next stage of evolution will incorporate enhanced interactive video features, such as shoppable videos, real-time reactions, and seamless AR integrations.

Gen Z is Driving Social Media Culture.

The increasing influence of social media is no surprise, and it’s even affecting holiday planning. In fact, according to Hilton, a third of Gen Z travelers select their destination based on what’s trending on social media (34%), popular culture (36%), and live events or festivals (34%) driven by leading artists who have been performing this year.

However, when it comes to enjoying their holiday, many are pulling the plug on technology, with three in ten travelers taking a break from social media to disconnect from life back home (31%).

SEO on Social Media Will be Even More Powerful than Hashtags.

According to Tech Crunch, 40% of young adults (18 - 24 year-olds) use social media as a search engine.

This led to the growing importance of social media SEO. Most likely, you have also used TikTok as a search engine, ‘abusing’ the power of that little search button. The next post you’ll see in your “For you” tab will not be there because of hashtags, but because of the right keywords.

Research from Hootsuite showed that social media posts that rely heavily on great SEO have a 30% higher engagement rate than those that don’t.

This social media trend will continue to make a difference in 2024, and Social SEO practices will set the distinction between brands that put in extra effort when it comes to their posts on social.

The Demand for User Generated Content (UGC).

Consumer skepticism towards traditional advertising continues to remain a central theme in 2024. User-generated content (UGC) is expected to take the digital world by storm. While UGC is already thriving on Facebook and Instagram, its popularity will lead other social media platforms to incorporate UGC in 2024. With nearly 2.5x shoppers more likely to trust UGC content than brand-created content, brands are encouraging customers to share content related to their experiences to build credibility and authenticity on social platforms like Instagram.

Social Media Is the ‘Knife & Fork’ To Marketing Your Restaurant.

Social media is increasingly influencing which trends go viral and are picked up and tried by consumers, with TikTok playing a bigger role in setting these trends than it did a few years ago.

From cloud bread to charcuterie boards to pasta chips, numerous food trends have gone viral on TikTok and we don’t expect anything less in the coming months and years. Here are a few of the dishes expected to trend in 2024:

The undying love for Charcuterie boards
Mushrooms, the famous fungi
Fermented Foods
Functional Foods/Health-conscious ingredients

AI Hits The ‘Dining Room’

The phone eats first, right? In 2024, foodies looking to capture every element of their dining experience for social media will actively seek out visually-driven, multi-sensory restaurants that meld digital and physical realities, with Booking.com recently reporting that nearly half of participants in a recent survey want an immersive ‘phygital’ food experience enhanced by VR or AR. This could mean anything from digital performances to accompany a meal, olfactory elements, and sensual soundscapes that enhance the traces of foodways past.