Travel Trends for 2024
The travel landscape is evolving with exciting new trends. For the hospitality industry, it’s the time of year to double down on marketing efforts to increase bookings and expand revenue. Based on Expedia Group's latest report, these key travel trends will shape how and where we travel in the coming year.
Set-Jetting: Travel Inspired by TV and Movies
Set-jetting, where travelers choose destinations based on TV shows and movies, continues to gain momentum. This trend sees more than half of travelers booking trips to locations featured in their favorite shows. The report highlights destinations like Thailand (inspired by "The White Lotus"), Romania (from "Wednesday"), and Malta (from "Gladiator 2"). TV shows now influence travel decisions more than Instagram or TikTok, showing the powerful impact of visual media on our travel choices.
Destination Dupes: Affordable Alternatives
The concept of "dupes" isn't just for fashion anymore—it's making waves in the travel world. Travelers are increasingly seeking out affordable alternatives to popular destinations. For example, Taipei is being chosen over Seoul, and Pattaya is becoming a substitute for Bangkok. These dupes not only offer cost savings but also provide unique and less crowded experiences. Expedia's data shows a significant increase in searches for these alternative spots, signaling a shift towards more budget-friendly and off-the-beaten-path travel.
Tour Tourism: Following the Music
Live music tourism is set to rise in 2024, driven by major concert tours from artists like Coldplay, Taylor Swift, and Madonna. Nearly 70% of travelers are now more likely to travel for concerts, using these events as an excuse to explore new places. Despite accommodation prices spiking during these events, savvy travelers can find affordable options in cities like Kuala Lumpur, Mexico City, and Warsaw, where average hotel rates are under $150 per night.
Dry Tripping: Embracing Alcohol-Free Vacations
With wellness becoming a priority, more travelers are opting for alcohol-free vacations. The "Dry January" trend is expanding into year-round travel, with over 40% of respondents interested in booking detox trips. Hotels are responding by offering mocktail menus and wellness programs. For instance, the Ette Hotel in Orlando features a zero-alcohol policy and a wellness-focused environment. At the same time, the Wynn Las Vegas offers innovative, zero-proof cocktails as part of its Living Well program.
Outdoor Amenities: The New Luxury
Vacation homes with outdoor amenities are highly sought after, with travelers booking properties featuring hot tubs, fire pits, and outdoor kitchens. Nearly 30% of travelers prefer vacation homes with these amenities, which they might not have at home. This trend reflects a desire for relaxation and recreation without leaving the property. Popular Vrbo properties include charming countryside escapes like mills, barns, and farms, which saw significant booking increases.
Generative AI: The Future of Travel Planning
Generative AI is transforming travel planning. In 2024, a new generation of travelers will fully embrace AI tools to enhance their travel experiences. Expedia Group has integrated ChatGPT into its app, helping users plan trips, find hotels, and get travel inspiration. According to the report, nearly 40% of travelers are likely to use AI to find accommodations and compare flight options, while 35% would use it to discover activities and things to do.
Hotel Marketing Strategies for Boosting Revenue + Bookings
These trends highlight a shift towards more personalized, affordable, and tech-savvy travel experiences. Whether following in the footsteps of TV characters, exploring affordable dupes, traveling for live music, embracing wellness, or using AI to plan trips, travelers have more options than ever to make their journeys unique and memorable.
Hotels can capture the boost in travel by implementing several hotel marketing strategies:
Embrace Set-Jetting: Partner with local tourism boards to promote destinations featured in popular TV shows and movies. Offer themed packages and experiences.
Highlight Dupes: Promote lesser-known but appealing destinations as affordable alternatives to popular spots. Emphasize unique local attractions and experiences.
Capitalize on Music Tourism: Offer special rates and packages for concertgoers, including transportation to and from venues.
Promote Wellness: Develop wellness programs and offer amenities like mocktail menus, spa services, and fitness classes.
Enhance Outdoor Amenities: Invest in outdoor features such as hot tubs, fire pits, and outdoor dining areas to attract travelers seeking luxury and relaxation.
Leverage AI: Use AI tools to provide personalized recommendations and streamline booking processes, enhancing the guest experience.
By focusing on these trends, hotels can attract diverse travelers and increase bookings throughout 2024.
Final thoughts…
The travel landscape is evolving with exciting new trends, presenting numerous opportunities for the hospitality industry to boost bookings and expand revenue. These marketing strategies will help hotels stay competitive and capture the growing demand for personalized, affordable, and tech-savvy travel experiences.