According to a recent global survey conducted by Hilton, travellers say they will reduce other areas of personal spending to prioritize leisure travel in 2024, with a majority across generations indicating their No. 1 reason to travel in 2024 will be to rest and recharge – with more emphasis on sleep than ever before.
Those insights and more were unveiled in the hotel company’s third-annual trends report: “What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead.”
In addition to defining the preferences and passions of the 2024 traveller, the report takes a deeper look at how each generation views travel – from the digital-native Gen Zer to the experienced Baby Boomer.
“In this new golden age of travel, travellers’ needs are changing,” said Chris Nassetta, President and CEO of Hilton. “Across generations, we’re seeing guests customize their stays with us, invest in quality sleep, pursue new cultural experiences, and stretch the boundaries of business travel.”
Following a global survey (conducted by Ipsos) of more than 10,000 travellers from nine countries, video diaries with 60 US travellers and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond.
Travellers Will Invest in Their Sleep
Personal wellness matters to travellers, and even more specifically, there will be an increased focus on savoring a good night’s sleep while away from home – a trend that has accelerated after the challenges of the last few years heightened travellers’ desire for rest and relaxation. In 2024, travellers will look to engage with products and brands aligned with this better-for-you imperative. Gen Zers are the most intentional about winding down, making small choices throughout the day that can make a big impact on their sleep. In fact, 21% regulate their workout routine, and 25% avoid alcohol before bedtime.
Travellers Will Value Connectivity and Personalization
In 2024, travellers will seek out consistent and seamless experiences that are hyper-personalized to their needs, from booking to on-property experiences. Eighty percent of global travellers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zers leading the charge – and 76% of global travellers said they appreciate travel apps that reduce the friction and stress of travel.
Culture and Experiences Will Drive Leisure Travel Decisions
Dining, culture, and connections are inspiring leisure travel decisions as people increasingly prioritize the purchase of experiences over things. In fact, as the world holds onto their renewed sense of wanderlust following the pandemic, 64% of global travellers say they aim to reduce other areas of their personal spending to prioritize leisure travel in 2024.
As they budget for 2024, travellers’ top focus is on culinary experiences. Second to culinary experiences, 47% of travellers will prioritize exploration and adventure, with Gen Zers and Millennials (52% for both) carving out more budget for these types of experiences than the other generations.
Business Travel Trends Will Redefine Expectations
Ways of work have transformed significantly following the pandemic – including shifts in when, where, and how people conduct business. As a result, business trends have emerged and strengthened, including blended leisure and business travel, increased length of stays and the rising popularity of secondary markets for meetings and events. In fact, more than a third of Gen Z and Millennial business travellers say they plan to extend a business trip to enjoy leisure time before or after their work obligations, and 24% of global business travellers plan to take a friend or family member with them on a business trip next year.
“Every generation is driving a vibrant mix of travel experiences and expectations for 2024,” says Jason Dorsey, president of The Center for Generational Kinetics and Hilton’s generational consultant for this year’s report. “One important finding within is the cross-generational priority for connectivity and personalization throughout the travel experience. This bodes well for fueling innovation in the travel industry and for travel leaders… that are creating new and unique experiences that attract all four generations of adult travellers.”