If 2022 was the year of the changed traveller, 2023 is the year of the ‘evolved’ traveller, according to Hilton, whose annual 2023 trends report reveals that consumer expectations for the new year will include a focus on frictionless travel, more engaging experiences, a sense of caring, and enhanced wellness offerings.
Based on a global survey and analysis of current travel trends, the report – ‘The 2023 Traveller: Emerging Trends that are Innovating the Travel Experience’ – also points to a balance of technological and human innovations following a year in which travellers showed up in record numbers.
“In 2022, motivated travellers sought out new experiences around the world and reconnected with the people and places they love,” says Chris Nassetta, president and chief executive officer, Hilton. “The 2023 Trends Report showcases travellers’ evolving preferences and how eager and optimistic they are about their future adventures.”
The new report is the result of evaluating both quantitative and qualitative data research paired with insights collected by more than 7,000 travellers across the world in a survey commissioned by Hilton and conducted by Material, a global strategy, insights, design, and technology partner.
The research uncovered four consistent themes for 2023 travel, driven by traveller experiences over the last three years:
People will turn to travel for deeper, more engaging, human experiences and connections
Travel is a gateway to discovering different perspectives and rich traditions. In 2023, travellers will focus on travel to create deeper connections with family, friends, colleagues, customers, cultures, and the planet. Nearly half (49%) of survey respondents want to be immersed in local culture and products while travelling, and another 40% want personalized access to unique experiences or activities, such as performances, events, spa treatments, or classes.
People will recognize travel as an essential part of their wellness routine
Overall wellness remains a priority for travellers as half (50%) of respondents seek travel experiences in 2023 that align with their wellness goals and priorities, addressing the mind, body and spirit.
For about one in two (47%) travellers, physical wellness and accessibility to fitness amenities like centre or activities will be top of mind when it comes to travelling in 2023. Guests will also seek moments of connection with their communities, as well as insights and solutions that improve their mental and emotional health. Addressing mental health on the road will be prioritized by 35% of global survey respondents. Meanwhile another 49% of those employed will be looking to travel to disconnect from work.
Travellers will want to be taken care of more than ever
In 2023, Hilton anticipates travellers will have a renewed appreciation for being cared for, with 86% of survey respondents indicating they want recognition and personalization while on the road and another 25% saying they want travel and hospitality companies to accommodate their personal needs in 2023. Specifically, 54% are looking for personalized food and beverage options and 50% are looking for personalized experiences and activities.
Travellers know the importance of wanting to feel valued for their loyalty – both in their wallet and as an individual. In fact, 42% of survey respondents indicate that loyalty perks – such as earning/redeeming points and loyalty benefits – will matter to them when traveling in 2023.
Travellers want frictionless travel innovations that are both technology- and human-led
2022 uncovered unexpected friction points in travel. Hilton’s global research found that more than half (56%) of travellers will prioritize adopting solutions that make travel easier in 2023. Nearly nine in 10 (86%) survey respondents will look for at least one thing to be personalized during their travel experiences and interactions, and 26% of respondents anticipate hotel technologies will be important to them for a seamless stay.
To reduce travel’s strongest tension points, guests will seek out the most logical and purposeful solutions. They will look for the hospitality and service that they expected pre-pandemic, whether that’s personalized dining recommendations or reservation adjustments.
Within the technological innovations, they will continue to embrace efficiencies like digital check-in, which allows travellers to bypass the front desk and go straight to their rooms, and enhanced booking options, which allows families and friends to reserve adjoining rooms when booking online.