In a recent global survey conducted by Hilton and Ipsos, travelers across various generations voiced their plans to prioritize leisure travel in 2024. This preference, along with a pronounced focus on rest and sleep, was revealed in Hilton’s annual trends report, “What Millennials, Gen Z, Gen X, and Baby Boomers Tell Us About Travel in the Year Ahead.”
This type of research serves as a compass, not only guiding travelers in their choices but also influencing the development of offerings by travel companies. It offers a glimpse into the changing dynamics of travel, shaping the experiences that await globetrotters. In essence, these insights are key to understanding what’s in store for the future of travel.
The findings in reports like these help the industry to respond to customer’s needs. And so it’s also helpful for travelers to understand how their travel experiences may change in the year ahead.
From a global survey covering over 10,000 travelers across nine countries, including interviews with Hilton travel experts and video diaries from 60 U.S. travelers, emerged four prevailing themes that will shape the travel industry in 2024.
Investing in Quality Sleep
Personal wellness takes the lead in 2024. Travelers are keen to enjoy restorative sleep while away from home, a trend accentuated by the tumultuous years that underscored the value of rest and rejuvenation. Gen Z, in particular, showcases intentionality in winding down, making small choices throughout the day to enhance sleep quality. Statistics reveal that 21% regulate their workout routine, and 25% steer clear of alcohol before bedtime.
Valuing Connectivity and Personalization
The year 2024 is set to herald a new era where travelers seek consistent, highly personalized experiences across every aspect of their journey. Seamless online booking is a top priority, with 80% of global travelers acknowledging its importance. This enthusiasm is particularly palpable among Millennials and Gen Z, who contribute 86% and 83%, respectively. Furthermore, 76% of travelers express their appreciation for travel apps that alleviate the friction and stress of the travel process.
Prioritizing Culture and Experiences
The era of experiences triumphs over materialism as 64% of global travelers plan to trim other areas of personal spending to allocate resources for leisure travel in 2024. Travel decisions will be driven by a desire for dining, cultural immersion, and meaningful connections. Culinary experiences take the front seat, with exploration and adventure closely following. Gen Zers and Millennials, who contribute 52% each, seem particularly inclined to channel more of their budget into these captivating experiences.
Redefining Business Travel
The world of work has undergone a profound transformation in the post-pandemic landscape. This transformation encompasses shifts in when, where, and how people conduct business, thereby birthing and strengthening new trends in the realm of corporate travel. Concepts like blended leisure and business travel, longer stays, and a heightened interest in secondary markets for meetings and events have emerged. Over a third of Gen Z and Millennial business travelers intend to extend business trips to include leisure time, while 24% of global business travelers plan to bring a friend or family member on business excursions in the upcoming year.
Understanding the evolving desires of travelers from different generations for the year ahead not only guides individual travel choices but also plays a fundamental role in shaping the future of the travel industry. As these travelers continue to drive change, we can anticipate a vibrant and ever-evolving travel landscape in the years to come.
The millennial generation, for example, is seeking unique and personalized travel experiences. They are drawn to unconventional destinations and authentic activities that allow them to immerse themselves in the local culture. At the same time, they also value sustainability and seek travel options that are environmentally friendly.
On the other hand, Generation X remains an influential force in the world of travel. Although many of them have family and professional responsibilities, they still find time to travel and explore new places. For them, comfort and safety are important factors to consider when planning their trips.
Generation Z, the youngest of all, is experiencing disruptive changes in their travel preferences. They are digital natives and seek interactive and technologically advanced experiences. For them, the opportunity to capture Instagrammable moments and share them on social media is key in their travel decision-making.
As the travel industry adapts to these different needs and desires, new trends and technologies are also emerging. From mobile apps for accommodation booking to real-time assistance services, technology is playing a crucial role in the world of travel.
In conclusion, understanding the motivations and expectations of travelers from different generations in 2024 is not only crucial for individual travelers but will also shape the future of the travel industry. As these generations continue to drive change, we can expect a vibrant and ever-evolving travel landscape in the years to come.
