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A lot has been written about blended journeys, shorter reserving home windows, hyper-personalization, and different macro developments that proceed to form the way in which at the moment’s shoppers journey — however what new and surprising shopper journey developments are on the radar for 2024? The place will vacationers discover journey inspiration within the coming yr?
In a brand new report, “Unpack ‘24: The Developments in Journey,” Expedia Group crunched the numbers from each first-party information and a world shopper survey of 20,000 vacationers to determine burgeoning journey developments on the horizon for 2024.
“Traveler developments and reserving behaviors are always evolving, which is why we regularly have a look at our first-party information and complement these insights with outdoors trade analysis,” stated Cheryl Miller, senior vp of B2B advertising and marketing at Expedia Group. “We give our journey companions a holistic view of how vacationers are being impressed and influenced, offering them helpful insights to allow them to ship one of the best journey experiences for his or her company.”
Right here, we share insights from Expedia Group’s analysis, revealing how vacationers are discovering their journey inspiration in new locations and gaining the braveness to wander from the crushed path. From TV-inspired tourism and adventures catering to sober vacationers to inexpensive vacation spot options, right here’s what’s shaping journey in 2024. We’ve additionally included some actionable recommendation for journey corporations to capitalize on these developments.
Touring Well-liked TV and Movie Areas
As we speak’s vacationers are turning to their screens for inspiration. As common reveals and films seize the general public’s creativeness, their locales have gotten the subsequent “set-jetting” locations. In response to the Expedia Group survey, 53 p.c of world vacationers have researched or booked a visit to a vacation spot after seeing it in a TV present or film, and practically 30 p.c say these media are extra influential on their journey plans now than they have been previously.
Streaming reveals have additionally supplanted social media as the invention platform of selection: Vacationers all over the world stated streaming reveals affect their journey choices greater than Instagram, TikTok, and podcasts, too.
With this pattern in thoughts, Expedia Group compiled their first ever “set-jetting” forecast to spotlight 2024’s up-and-coming locations, together with Thailand (impressed by the upcoming third season of HBO’s “The White Lotus”), Romania (impressed by the upcoming second season of Netflix’s “Wednesday”), and the Scottish Highlands (impressed by the ultimate season of “Outlander.”)
Takeaway: Take note of the most recent set-jetting locations made common by reveals and films so you’ll be able to finest join your journey model to them — whether or not you’re that includes associated vacation spot content material or concentrating on vacationers with a location particular promotion to capitalize on the curiosity.
Reasonably priced Alternate options to Well-liked Trip Cities
TikTok parlance has popularized “dupes” as inexpensive options to common merchandise. In 2024, Expedia Group says vacationers will go for much less crowded and fewer apparent “vacation spot dupes” as a substitute of common trip spots.
One in three international vacationers — and practically half of U.S. vacationers — have visited a “vacation spot dupe” earlier than, based on the analysis. Affordability, deeper interplay with native tradition, and the chance to assist sustainable tourism high the record of causes that vacationers are selecting these options.
Though they’re slightly surprising, “vacation spot dupes” are sometimes extra inexpensive and as thrilling because the better-known locales. Expedia noticed a year-over-year uptick in search quantity for locations like Curaçao (dupe for St. Martin within the Caribbean), Paros (dupe for Santorini in Greece), and snowboarding in Sapporo on the Japanese island of Hokkaido (dupe for Zermatt within the Swiss Alps).
Takeaway: Deal with the hidden gems of your property or vacation spot in your social promoting and content material, and showcase the alternatives in and round your vacation spot that drive deeper interplay with native tradition and assist sustainable tourism. And in case your vacation spot isn’t a typical hotspot, use this to your benefit by sharing your distinctive qualities and experiences.
Alcohol-Free Journey Experiences and Itineraries
Alcohol-free dwelling has turn into a cultural mainstay, from month-long stints like Dry January and Sober October to the preponderance of totally “dry” journey experiences like wellness retreats and sobriety-supportive resorts.
In response to Expedia Group’s survey, the highest purpose vacationers select to drink much less on trip is to remain in management and really feel higher emotionally and bodily. As well as, one in 4 vacationers stated they would cut back their alcohol consumption to keep away from a hangover and extra totally expertise their trip.
“One of many many causes folks journey is to foster significant connections and create genuine experiences, and we’re seeing vacationers decide to being totally current and within the second throughout their travels. Consequently, they’re in search of out journey manufacturers and choices that assist this need,” Miller stated.
Forty-one p.c of vacationers all over the world stated they’re prone to e book a detox journey within the subsequent yr — that quantity jumps to 61 p.c within the U.S. Half of world vacationers (and two-thirds of U.S. vacationers) stated they might be concerned about staying at accommodations that provide simply accessible alcohol-free beverage choices.
To assist sober and sober-curious vacationers uncover new choices, Expedia Group curated an inventory of remarkable “dry” accommodations, together with The Rhadana Kuta, the primary licensed halal resort in Bali, and Wynn Las Vegas, residence to a zero-proof cocktail program showcasing modern elements like adaptogenic mushrooms.
Takeaway: As vacationers more and more search health-focused holidays the place they restrict alcohol and prioritize wellness, ensure your promoting efforts and content material are inclusive of those vacationers, that includes copy and pictures centered on wellness actions comparable to out of doors nature choices, exploration, and extra.
Celebrating Life’s Significant Moments
In 2024, vacationers will rejoice greater than the same old holidays and milestone moments. As an alternative, households and teams of buddies are planning extra journeys collectively than ever earlier than, and need to keep collectively underneath one roof at a non-public trip residence.
One in 4 vacationers worldwide — and practically 40 p.c of U.S. vacationers — stated they’re in search of any excuse to get away with their family members. One-third of world vacationers plan to take extra journeys with household and buddies subsequent yr. Within the U.S., one-third of vacationers stated they plan to make a journey or a weekend away each month.
Job-related achievements high the record of life moments inspiring this “go-ccasion” getaway increase. Nonetheless, the pattern doesn’t cease at celebrating retirement, getting a brand new job or a promotion, and even quitting a place. Different distinctive causes persons are planning go-cassion group journeys embrace pet birthdays and adoption dates, first date anniversaries, and even breakups and divorces.
Takeaway: Vacationers are in search of any purpose to get away in 2024, so play up how your trip rental property is the proper spot for a singular celebratory gathering. Providing shorter stays and versatile cancellation insurance policies can even assist encourage company who wish to e book a non-essential getaway.
“Throughout all these 2024 journey developments, one clear throughline is the drive to find distinctive locations and craft customized itineraries that cater to the particular pursuits of every particular person traveler,” Miller stated. “Journey manufacturers have a possibility to interact vacationers by means of content material that aligns with their journey preferences and way of life selections, after which ship distinctive experiences in-trip.”
Different developments revealed within the “Unpack ‘24” report mirror that spirit, exhibiting how expertise, resort vibes, and out of doors facilities will encourage subsequent yr’s vacationers:
- Generative AI: Expedia Group predicts that vacationers will totally embrace AI applied sciences like ChatGPT all through their journey journeys.
- Vibe Verify-In: Past looking for particular facilities or star scores, vacationers base their resort selections on the general vibe.
- Outdoors In: From chilly plunges and hearth pits to pickleball courts and rooftop terraces, out of doors facilities encourage vacationers to e book trip leases.
This content material was created collaboratively by Expedia Group and Skift’s branded content material studio, SkiftX.