According to new research from Hilton, travellers will have high expectations from the hotels they choose in the coming year – and Millennials, Gen Z, Gen X and Baby Boomers have all provided telling insights into the changing preferences of travellers by generation.
The “2024 Trends Report: What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead” unpacks travellers’ preferences and passions that Hilton says will drive innovation for the company, and the entire travel industry in 2024.
The survey, conducted by Hilton and Ipsos, delves into how different generations view travel, from the digital-native Gen Zer to the experienced Boomer. Among the results, next year, travellers will:
- Invest in their sleep: Regardless of generation, the No. 1 reason people want to travel in 2024 is to rest and recharge.
- Value connectivity and personalization: For 80% of global travellers, utilizing personal devices seamlessly with on-property technology, from Wi-Fi to streaming apps, is important.
- Be inspired by cultures and experiences: Two out of five respondents’ top reason to travel is to learn about different cultures and/or destinations.
- Redefine business travel: Globally, more than a third of Gen Z and Millennial business travellers said they plan to extend a business trip in 2024 to enjoy leisure time before or after their work obligations.
In addition to defining the preferences and passions of the 2024 traveller, the report takes a deeper look at how each generation views travel, with Hilton President and CEO Chris Nassetta stating: “In this new golden age of travel, travellers’ needs are changing… 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. At Hilton, (we) are leaning into these trends… for every guest who stays with us.”
Following the global survey of more than 10,000 travellers from nine countries, video diaries with 60 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.
Investing sleep
Personal wellness matters to travelers, and even more specifically, there will be an increased focus on savouring a good night’s sleep while away from home – a trend that has accelerated after the challenges of the last few years heightened travelers’ 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.
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
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
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,” said 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, like Hilton, that are creating new and unique experiences that attract all four generations of adult travellers.”