Only a few short years ago, travel was essentially halted for a lot of people. The pandemic meant that some countries were shutting down their borders entirely to most travelers, and many people were also stuck at home due to a lack of work or direct orders from municipalities and government officials to avoid contact with others.
It really wasn’t until 2022 that the majority of borders opened up, once again allowing international travel. But at the same time, travel looks different now than it did before. Even though the emergency part of the pandemic has been lifted, COVID-19 (or some variant of it) is likely here to stay. This has led to some so-called post-pandemic travel trends.
This means that going into 2024, although travel is increasing again, it looks a lot different than before. For instance, business travel saw a huge drop in 2020—which makes sense, as that was when the pandemic started, and most businesses were either closed or switching to remote work options. Although it has been increasing steadily since 2021, it’s predicted that it will reach a peak in 2024 and beyond. This is likely because of remote work arrangements and better technology that allows professionals to collaborate effectively no matter where they are in the world.
On the other hand, leisure travel has seen a significant increase since the pandemic. Perhaps people are more eager to check boxes off their bucket list or just more excited to have the chance to get away. Either way, leisure travel has clearly become a priority for more people and continues to steadily grow as a current travel trend.
It’s important for accommodation providers to know about travel trends so that they can adequately prepare for their guests’ needs. Staffing shortages, yet more travelers, mean that careful planning needs to take place in terms of how many guests your campground, RV park, or hotel will be able to realistically accept in a given period of time. Younger generations like Gen Z and Millennials grew up with internet-connected devices in their hands, so they have higher expectations for being able to book online and use self-service options for managing their stay, including check-ins and outs.
In this article, we explore more about important 2024 travel trends, including what’s in, what’s out, and how you can use hospitality tech like Newbook to make meeting changing guest expectations easier.
When Are Travel Trends Actually Important to Follow?
It’s important to follow travel industry trends because being knowledgeable about the actions and behaviors of the people who could potentially become your guests is important for the success of your business. Keeping a pulse on current events and travel and tourism trends helps you better prepare for the future as well.
Just like you can’t accurately predict future revenue or set goals for your business without relying on historical and current data, you can’t keep your business current without knowing what future travelers will want or need.
Gen Z Travel Trends
As we mentioned earlier, Gen Z has grown up with the internet at their fingertips more than any other generation. This doesn’t just mean that you need to have your own website and make sure that you list with online travel agencies (OTAs), it also means that you need to understand how a hyper-connected, digital existence affects what you offer to your guests.
- Interestingly, Gen Z reports feeling more lonely than other generations, even those 65+. Some assume this is because they are often digitally hyper-connected but have low social connections IRL (in real life). How does this matter to you as an accommodation provider? You could focus on offering more social activities to bring your guests together, like dance clubs, beach sports, group tourism events, and more.
- The housing crisis in America and other areas around the world is disproportionately affecting Gen Z—although Millenials and other generations are affected as well. This means that they are generally starting families later than previous generations, and of course, buying homes later or not at all, and instead focusing on owning less and experiencing more. If your business doesn’t consider this generation, you might be missing out on a key audience.
- Gen Z is also the most concerned about climate change, which makes sense considering that they’re the latest generation of teens and adults who are experiencing the devasting effects of weather mood swings and are concerned about what the world is going to look like when they are 30, 40, 50 years old and beyond. Investing in sustainable practices, like going paperless, energy efficiency, using recycled materials in building construction, and building natural swimming pools—all of these things are examples of initiatives that attract an environmentally-conscious audience.
The other thing to keep in mind about the latest generation of young travelers is that they are interested in authenticity. They want genuine emotional and intellectual experiences rather than the often superficial offerings that they get inundated with from brands on the internet. If there is local history to draw from, curated culture to enjoy, or a vibrant art, music, or food scene in your area, it’s important for your business to highlight and support it. Remember, experiences and fun, including those impromptu funny and silly moments that a memorable trip can provide, are the most important to Gen Z. The more your business can support that through being the facilitator of authentic experiences, the better.
Travel Trends 2024: Ins
Despite turbulent times across the globe with significant economic, political, and even weather changes, the travel tourism industry remains resilient. However, it’s clear that the way people are approaching travel and their travel experiences is already looking much different in 2024 versus previous years.
1. Wellness Travel Trends
Recharging your batteries through travel is already a common reason to get away, but this trend is taking on new power in 2024. As the world becomes more hectic and unpredictable in many ways, more travelers are prioritizing the reset that a chill vacation (that means one without a packed itinerary) brings.
Here are some interesting wellness travel trends for 2024 and beyond:
Reinventing Yourself
While on vacation, do you feel like you’re the best version of yourself that you can be? Research from Booking.com suggests that 37%, more than a third of the 27,000 travelers surveyed across 33 countries, like to “reimagine” themselves during their vacations, taking it as an opportunity to recreate themselves in some ways. For some, this means putting aside insecurities and embracing certain personality characteristics, while for others it means presenting a more affluent version of themselves by renting a much nicer vehicle than they drive at home, for example. The anonymity and short-term length of travel allow travelers to pull it off and have an IRL version of escapism that a video game, book, or other form of media can’t create.
Sleep Travel
Ever heard of a hotel offering a sleep menu? Yep—some hotels are targeting the over-stressed and over-worked with the enticing offer of high-quality shut-eye. While it might seem unheard of to some travelers to pay for a flight and accommodation in a new place with the express purpose of sleeping the whole time, the idea has actually been quite popular—with several hotels, including the Grand Hotel Tremezzo in Lake Como Italy, The BLESS Hotel Madrid in Spain, and Unplugged in the UK offering the promise of peaceful bliss in the form of uninterrupted sleep.
Sexual Health
It’s an important yet taboo topic for many, but forward-thinking accommodation providers are embracing a more holistic approach to wellness travel by embracing the science—Sexual health is an intrinsic part of overall human health and important for the physical, emotional, mental, social, and spiritual well-being of a person. As a result, these resorts and retreats offer programs focused on exploring intimacy and desire in a safe and comfortable environment. These include tantra sessions, like the ones offered by accommodation providers like the Hotel Wailea in Maui, Hawaii, to the Shou Sugi Ban House in New York which has started hosting sexual and emotional intimacy retreats led by tantric experts and clinical sexologists.
2. Solo Travel Trends
Ever thought of taking a trip on your own? You’re definitely not alone! Many people take solo trips, from plane trips to cruises, to relax and recharge. One cruise ship company, called Overseas Adventure Travel (OAT) as well as Solo Traveler (a website dedicated to empowering people traveling alone) found that 68% of participants in the survey identified as solo travelers.
People travel alone for a wide variety of reasons, from not wanting to be distracted or tied to certain activities because of someone else, to meet new people, or because they want to see the world and don’t want to have to wait for someone else to go with them. Whatever your motivation is for traveling, it’s important to realize that you don’t have to rely on someone else to go with you—there are tour groups, cruises, and more that cater to solo travelers so you can do what you want on your trip and not have to feel alone.
3. Music Tourism
One common reason for traveling is to attend a live music event in another city or country, whether a concert, festival or just to check out the local music scene. This niche within the broader tourism industry has gained significant popularity in recent years, especially with more and more solo travelers and people traveling for the experience. Large-scale events featuring multiple artists and bands across different genres. Examples include Coachella, Glastonbury, and Tomorrowland, which are all examples of music festivals that people travel from all over the world to attend.
Travel specialist Amaudeus carried out a music tourism survey with the help of YouGov (a global opinion and data company) to take a closer look at the impact of this emerging trend in travel. The survey was done across four European countries (Spain, UK, France, and Germany) and found that traveling to a concert or music festival is not only becoming increasingly common for music fans but also that they are willing to travel no matter what time of year it is and spend a considerable amount of money to do so, all just to see their favorite bands. In the survey, 44% said they had already traveled nationally or even internationally to attend a concert by a single artist.
Many travelers view music tourism as a great opportunity to discover a new city as well, especially with more popular artists where tickets sell out fast. Having a big artist play in a city is also a great way to boost the local economy.
The study cites Taylor Swift’s 2023 tour as an example:
- Searches for international flights to Paris rose by 17% from July 10-16, 2023, aligning with the dates that Taylor was set to play in the city.
- Compared with the same week in 2022, this meant a 51% increase year over year.
Camping Music Festivals
If flying on a plane isn’t in your budget or vacation needs, but you still want to see some live music, camping music festivals are a very popular option. These festivals combine the thrill of live music performances with the immersive experience of camping, creating a unique and often communal atmosphere. These festivals, such as Bonaroo, Coachella, and Blue Ridge Rock Festival, have onsite camping or options for offsite camping at campgrounds close to the venue, making it easy for people to pitch a tent and listen to some great music over a weekend or few days.
4. Sustainable Travel Trends
Sustainable travel trends focus on minimizing the environmental and social impact of tourism while promoting responsible and ethical practices. As travelers become more conscious of their ecological footprint and cultural impact, the travel industry has responded with various sustainable initiatives.
There is a wide range of sustainable travel trends to keep track of, as outlined in the following table:
| Sustainable Travel Trend | Description |
|---|---|
| Ecotourism | Travelers are increasingly seeking experiences that allow them to connect with nature and wildlife in a responsible manner. Ecotourism emphasizes conservation, environmental education, and supporting local communities. |
| Green accommodations | Eco-friendly hotels, resorts, and lodges are gaining popularity. These accommodations prioritize energy efficiency, waste reduction, and sustainable building practices. Certifications like LEED or EarthCheck help travelers identify environmentally responsible options. |
| Slow travel | Slow travel involves spending more time in fewer destinations, reducing the carbon footprint associated with frequent transportation. Travelers opt for immersive experiences, exploring local cultures, and minimizing their impact on the environment. |
| Carbon offsetting | Many travelers are now aware of the carbon emissions associated with air travel. Carbon offsetting programs allow individuals to invest in projects that reduce or capture an equivalent amount of carbon to counterbalance their travel emissions. |
| Regenerative tourism | Regenerative tourism goes beyond sustainability by aiming to positively impact destinations. Travelers actively contribute to local ecosystems, economies, and social structures, leaving destinations better than they found them. |
| Wildlife conservation tourism | Travelers are supporting initiatives focused on wildlife conservation and responsible animal encounters. Ethical wildlife sanctuaries and rehabilitation centers attract those seeking to observe and learn about animals in a humane way. |
| Technology for sustainability | Technology is playing a role in promoting sustainable travel. Apps and platforms help travelers find eco-friendly accommodations, support local businesses, and make environmentally conscious choices during their journeys. |
Travel Trends 2024: Outs [& How to Win Guests Over Instead]
There are a ton of new travel trends to watch out for in 2024, but there are also some that savvier travelers are avoiding this year—meaning that accommodation providers need to be prepared to adjust their strategies to continue to be successful this year and in the years ahead.
1. Calling in to Book a Hotel or Accommodation
Given the fact that over 83% of adults in the United States use the internet to book accommodations, if you don’t have a way for potential guests to book with you online through your website, you’re likely missing out on a ton of revenue. Listing with online travel agencies is another way to get travelers to book with you—but overall, it’s important to realize that calling an accommodation provider to book a campsite or a room—that’s out for 2024.
It’s important to implement robust online booking software on your website so that guests can easily book online with you at any time. Robust booking software like Newbook offers features such as:
- Interactive maps where guests can select their preferred campsites or room while seeing its proximity to amenities, what the view would look like, and more.
- Dynamic recommendations so that if a guest chooses dates that are not available for the campsite or room they select, it will suggest different dates or similar accommodations instead.
- Upselling is included, so if the guest wants to rent a kayak, get a bottle of wine sent to the room, or add on a parasailing adventure, it can all be added during the booking process.
2. Packed Itineraries
Gone are the days of jamming as many activities into each day of your vacation as possible (which often meant that you needed a vacation from your vacation). Instead, accommodation providers are offering things like sleeping holidays or promoting quiet, screen and internet-free accommodations so you can unplug from the digital world for a while. Encouraging guests to turn off their smartphones and not answer work emails while on vacation is becoming more popular as more people are looking for a digital detox.
3. Tourist Traps
In 2024, the attraction of highly-touristy areas is much lower than it has been in previous years. This is because travelers are more savvy in general, researching areas online before they book trips so they’re aware of any potential scams and overrated attractions before they go. Instead (and this aligns with how travelers are looking for unique and memorable travel experiences) they’re looking for those hidden gems, those hole-in-the-wall restaurants that are amazing that only the locals know about, and experiences that will show the real experience of where they are going. Accommodation providers can meet guest expectations by providing authentic, genuine experiences that embrace the local area’s culture, food, and atmosphere.
How You Can Turn These Trends into Supercharging Your Revenue
As an accommodation provider, it’s understandable that you won’t be able to take advantage of every new travel trend. You’re likely already familiar with your audience and what they like, and chances are that’s not going to drastically change from year to year. However, that doesn’t mean that you can’t be creative with these trends and think of ways that you can attract new and existing guests to your property.
Here are some effective tips that you can use:
- Focus on authentic, genuine experiences. Partnering with local businesses, including restaurants, can go a long way in showcasing to your guests that you want to show them the experiences that only your area offers. Having local events at your property, such as art galleries, musicians, and more can help attract guests looking for a way to enjoy local fare.
- Offer relaxation and health. With sleep tourism and travel focused on health, wellness, and rejuvenation on the rise, it’s important to showcase how your property provides a comfortable, quiet experience for your guests. This could look like supremely comfortable beds and pillows, quiet and tranquil areas in nature, or even a lack of WiFi to really help guests disconnect from the outside world.
- Match the vibe of your target audience. Branding is important for accommodation providers. Want to attract an outdoorsy type of guest? Make sure that the pictures and language in your descriptions convey a sustainable, natural experience. Talk up local hiking trails and lakes. Want to let your guests know that you cater to couples looking to celebrate their honeymoon or just their love in general? Describe couples packages, like breakfast in bed, dinner at a local restaurant, or how you can have wine and chocolates delivered to their room. Whatever the vibe that you want to convey, you have to be consistent for your guests to start recognizing it.
Kicking Your Guest Experience into High Gear: Newbook
Want to really kick your revenue into high gear while offering your guests the best experience possible? Then you need a property management system like Newbook that will support your business in every way.
Newbook integrates various essential functionalities crucial for every accommodation provider, from property management to revenue management. Whether you operate a hotel, RV park, or campground, Newbook is a versatile solution suitable for businesses of all sizes.
Through the consolidation of vital software components essential for accommodations businesses, including property management, channel management, online booking, payment systems, and a robust reservations system, Newbook creates a unified software platform. This platform forms the foundational infrastructure for the backend of your vacation rental business, offering a seamless starting point. It allows for the effortless integration of additional features through the integrations store, enabling the customization of Newbook into a specialized solution tailored to your specific business needs.
Key aspects emphasized by Newbook include:
- Collaborative partnership: Newbook fosters a collaborative partnership with its customers, prioritizing exceptional support from onboarding and beyond. The commitment is grounded in the belief that customers should maximize the benefits derived from the software.
- Continuous customer support: Newbook’s commitment extends well beyond the initial purchase, ensuring ongoing support, personalized improvement suggestions, and timely responses to inquiries. The customer relationship is viewed as an ongoing journey with dedicated support.
- Security and accountability: Newbook hosts its software on Amazon Web Services, with data storage on U.S. soil. To ensure robust security, partnerships with industry leaders in encryption, threat anomaly detection, penetration testing, and other measures are maintained, upholding strict protocols.
Newbook also offers a 99.99% uptime guarantee, while most providers offer a 99% uptime guarantee. The .99% difference might not seem that big, but when you break it down further, it’s easy to see why it’s important:
| Reliability Rate Breakdown | What it Means |
|---|---|
| 99% | 99% uptime translates to a potential outage of 3 days, 15 hours, and 39 minutes annually. |
| 99.99% | 99.99% uptime means only 52 minutes and 35 seconds of potential outage annually. |
Overall, Newbook is committed to helping your business thrive through effective customer service, technology, and a wide variety of out-of-the-box integrations.
Conclusion
As we enter 2024, the travel landscape continues evolving with notable shifts in consumer preferences and expectations. The pandemic’s aftermath has reshaped how people approach travel, with both business and leisure segments undergoing transformations.
Understanding travel trends is imperative for accommodation providers to meet the evolving needs of their guests. Staffing challenges coupled with increased traveler numbers necessitate meticulous planning to manage guest capacity effectively. The younger generations, particularly Gen Z and Millennials, who are accustomed to a digital lifestyle, expect seamless online booking and self-service options.
To be able to prepare to meet the changing needs of travelers and make sure you’re taking advantage of technology to jumpstart your business, it’s important to have a comprehensive property management system at the helm. Contact Newbook today to discover how we can help you build revenue into 2024 and beyond.
