By Will Novosedlik
We used to take travel for granted. Remember when people jumped on planes like they were hopping into a cab? Or worse yet, getting on a bus (think discount holiday flights)? It was just another mundane fact of life. Of course, as we all know, the pandemic brought that to a screeching halt. But as soon as it was safe to go back in the water (or into the air or onto a train) all that pent-up demand for getting outta Dodge just exploded.
To get a perspective on this and where travel is going, look no further than the just-released Hilton 2024 Trends Report. The topline findings? Millennials, Gen Xers, Gen Zers and Boomers – so basically everybody – will be focused on wellness, connectivity, personalization, unique experiences and new business travel trends as the explosion continues.
One of the trends at the top of the list is sleep. With many concerned about wellness after coming through the pandemic, consumers will make sure that, when they travel, they’ll factor in the need for a good night’s sleep. Hilton is calling it the “great recharge.” (And that’s a multigenerational trend, not just a geezer thing.)
Travellers will seek out consistent, frictionless, personalized experiences. And they will expect technology to be intuitive and helpful throughout their travel journey. This should come as no surprise, as these things are expected in all service and entertainment categories.
Apparently 80% of survey respondents felt it is important to be able to book their trip entirely online. But they also appreciate the human connection uniquely found in hospitality. Again, no surprises there.
Food, culture and connections are inspiring leisure travel decisions as people increasingly prioritize the purchase of experiences over things. Apparently, foodies will reign supreme next year, with culinary experiences prioritized globally and across generations. In tandem, people will travel to learn about other cultures, about their own culture and connect with others. To experience these pleasures, 64% of respondents said they would cut down on other personal expenses to prioritize leisure travel in 2024 – especially for Gen Zers and Millennials.
Business travel has been redefined as travelers’ needs are changing. The industry is seeing significant shifts in the type of traveler, length of stay, travel occasion, destination and more. As hybrid working dramatically changed where and how people worked, we are seeing the rise of blended – or “bleisure” – travel. It is manifested by shifts to the average length of stay and increased interest in secondary markets, as well as resort destinations, especially all-inclusive properties. These trends are expected to have staying power and even strengthen in years to come.
And good news for people who yearn for in-person meetings and events: now that you can travel again, you can spend less and less time on endless Zoom calls. These people will want to maximize the time spent on the road so they can get back to relationship-building. Less screen time, more face time. In 2024, 46% of global full-time and self-employed workers plan to travel for business or “bleisure.” About 65% of employees in India, 64% in the UAE, and 60% in China will most likely be travelling for this reason.
All in all, the findings of this report (aside from the “bleisure” trend) are a reflection of what we are seeing in so many other categories as the world emerges from the shadow of COVID and we get our collective groove back. Is there anything missing from this trend forecast? Significantly, it doesn’t address the uncertainties created by regional conflicts in Europe and the Middle East. Escalation on either of those fronts could easily drive travellers back to the safety of their screens to re-prioritize security over business, food, and fun. Time will tell.
