This week’s content looks at the top 10 travel trends for 2024, and the marketing opportunities that they present. As a marketing strategist by trade, and a travel writer by passion, I’ve spent considerable time since 2019 at the intersection of these two interests. Sometimes as a speaker and consultant to the travel industry, and other times as a travel writer and content creator. Check out my travel writing and content creation site here www.carryonqueen.com
I hope you find the following both insightful and entertaining. The concepts behind these trends offer some fun marketing opportunities. But even if travel is not your industry, there’s an angle here for you, since these trends present an overall insight on human behavior projected into 2024.
1. Destination Dupes
Think of destination dupes as location ddoppelgängers – similar to somewhere popular and well known, but a little less explored, oftentimes more affordable, and as worthy as the tried and true in their own way. They’re creative alternatives, offering something unexpected and interesting.
What’s driving this trend? The economy for many. And specifically the rising cost of everyday living. The desire the travel is strong, but the wallet for exotic or far off locations is not there for many. In other cases, these “dupes” are being driven by a desire for something new, unique and less explored, often less crowded. This desire emerged out of the pandemic and remains strong.
Instead of: Santorini, Greece
Visit: Paros, Greece
The Greek island of Paros rivals Santorini for its endless golden sand beaches and traditional villages, but comes with less tourist traffic, and at a lower price.
Instead of: Soul, South Korea
Visit: Taipei, Taiwan
Soul is a center for tech startups, culture, foodies and night life. Taipei has quietly done the same.
Destination dupes offer an interesting marketing opportunity from a domestic travel perspective too, since they can be positioned around easy access, cost effectiveness and sustainability – as a way to decrease air travel and its impact on the environment. In a time of higher interest rates and overall increased expenses in 2024, destination dupes closer to home could be appealing.
Instead of: Trentino-Alto Adige wine region, Italy
Visit: Lillooet, BC
Trade the Dolomites for the Coast Mountains and Lillooet Range, and take in the rivers, stunning blue lakes and wine growing valley of Lillooet, home to Fort Berens Estate Winery, and Cliff and Gorge Vineyards.
Instead of: Paris, France
Visit: Quebec City
Founded in 1608 by French explorer Samuel de Champlain, Quebec City is unlike any other North American city, with its narrow winding streets and historic buildings spanning four centuries.
2. Deep & Meaningful travel
Connecting with local communities, learning about local cultures and harnessing authentic experiences is a travel trend that emerged out of the pandemic, and continues to get traction. Travelers are looking to forge deeper human connections, as well as consider the environmental and social impact of their visit. For some, this will mean fewer trips, but taking longer times away at a destination to fully immerse in the experience.
To quote Bruce Poon Tip, the founder of G Adventures, “What we’re seeing is that people want to stay longer and go deeper into a destination. They’re traveling less frequently; instead of taking three one-week trips a year, they’re staying longer in a single destination. And while they are there they want to connect with local people and their cultures, and to experience community tourism in its purest form.”
Following the deep and meaningful trend, many companies previously focused on sustainable practices seem to be shifting further into regenerative travel as well.
This trend towards valuing authenticity and meaning, has also spilled over into entertainment, experiences, and consumer goods purchases such as clothing, with consumers increasingly voting with their wallets.
3. Dry Tripping
This new travel trend is all about sober vacations. Research reveals an increase in the “sober curious” traveler, the person with a desire to go to places with a non-alcohol emphasis. Places where it is less about alcohol and drinking, and more about experience. According to a survey by Hotels.com, alcohol free vacations are on the rise, especially among younger travelers.
Scott Galloway (known as Prof G to many) put it this way in a recent post on Threads: “Gen Z drinks 20% less alcohol per capita than millennials did at the same age, which in turn was 20% less than Gen X.”
This mindful, health conscious approach to travel is driving a shift in the hospitality industry. Accommodations offering alcohol-free beverage options, mock-tailing making classes, and even detox-focused amenities are on the uptake. This desire to reduce alcohol consumption and focus more on the experience isn’t for everyone of course, but it is an interesting growing niche to be aware of in 2024.
This trend could have a profound impact on other areas of the economy too. Consumer alcohol sales in general, nightclub business, concert experiences and entertainment in general.
4. Wellness Travel
Closely tied to Dry tripping, wellness travel is on the rise. The desire to rest, recharge and practice self-care is seen as a travel priority for the coming year.
This trend extends into health in general, impacting a broad range of industries such as dining, food sales, fitness, personal care products and clothing.
5. PayCations
Think of it as the opposite of “Staycation” which was largely a self-inflicted state for many during the pandemic, under travel restrictions. “Pay”cations is a term coined for trips that professionals take while working remotely. According to Allianz, a travel insurer, 30% of those they surveyed planned to work remotely from a vacation destination in the next year. The trend is driven by younger workers, as well as those in senior positions with experience and flexibility. This trend changes the nature of demand in accommodations, car rentals or car sharing, and experiences in general.
We’re already seeing the impact of “work from home” and employees demanding flexibility in where they work. This “work from anywhere” concept, and then traveling and exploring while in the region has far reaching impacts in those regions. Think food, housing, transportation and entertainment. For industries competing in the talent pool, this trend can’t be overlooked.
6. Tour Tourism
Call it the Taylor Swift effect, but traveling to see a music concert out of town as an excuse to see a new place is expected to be on the rise in 2024. This is likely a combination of pent up pandemic demand for live shows and events getting back on the road touring, meeting consumer demand for shared live experiences and the desire to see new destinations.
The idea of traveling to see a concert or sporting event is not new. But it seems now it is being recognized by DMOs (destination marketing organizations) as an opportunity to promote travel in and around the concert destination with this purpose in mind.
If you are a restaurant, or service provider, it might be a good time to monitor local concert schedules and sporting events in the coming year, and then target market at those times to people who may be staying and traveling in the region.
7. Set Jetting
No that’s not a typo, and yes you did read that correctly. There is a rising popularity of destinations with links to TV shows or movies. Again, this one likely has a pandemic influence from when we were all on the couch binging streamed content during lock downs. There seems to be increased demand to now visit destinations where shows were filmed.
When travel publications like AFAR devote entire articles to the 5 Ted Lasso filming locations you can actually visit, you know there is something percolating with this trend.
We saw this “set inspired travel trend” in its infancy when Tourism Croatia leveraged marketing on the back of the popularity of “Game of Thrones”, filmed in Dubrovnik. Dubrovnik is now one of the most filmed destination in Croatia, having been used in a James Bond movie, and the Netflix series Faraway to name just a few – in addition to Game of Thrones.
Possible set jetting inspired travel destinations for 2024?
Thailand, inspired by “The White Lotus” season 3
Romania ,inspired by “Wednesday” season 2
Malta, inspired by the new “Gladiator 2” film
London and Windsor, UK inspired by “The Crown” season 6
Korea, inspired by “Squid Game” season 2
Scottish Highlands, inspired by “Outlander”
Richmond UK (30 minutes out of London), inspired by “Ted Lasso”
How might you proactively leverage this trend if you’re not tied directly to the tourism industry? Become familiar with the show filmed in your area. Know the nuances, characters and themes. Or play on well known place names in popular shows. Then integrate those in your marketing. Or combined it with a destination dupe – imagine a soccer (football) store in Richmond, BC playing on the popularity of Ted Lasso and his Richmond team.
8. Solo travel
One of the most rapidly growing trends is traveling solo, with 42% of younger Americans reporting that they will embark on a trip alone in the next year. In addition, 13% of travel advisors say they’ve seen a rise in solo cruisers who tend to be older.
Solo travel is also increasing particularly with 50-something women, noted in research by Journeywoman. Be it finding themselves single again, or with a partner unable or willing to travel, 50+ women are venturing out on their own in greater numbers.
Solo travel may also be fueled by the mix of business travel with leisure travel, and opportunities to work remotely.
This trend speaks to empowerment in general, and the attitude of “If not now, when?” If you can speak to the essence of that sentiment in your offering, you’re on the right track with this one.
9. Shared moments
In direct contrast to solo travel, there is also an increased interest in travelers wanting to travel together, and reconnect – particularly with family members and close friend’s post-pandemic. This is fueling growth in group travel in particular. This trend was becoming big in 2023, and was tied heavily to bucket list and “revenge travel”.
Shared moments will carry over into 2024, as some people continue to fulfill this desire. This trend is inspiring travel to destinations where “shared moments” in extraordinary or off the beaten path memorable places become the signature goal in memory making. Think Machu Pichu, African safaris, the Pyramids or any other bucket list destination.
The shared moments trend extends into other business areas as well. Any business that deals in celebrations, memory making, or recording events could take advantage of this.
10. Gen AI
AI and how it will impact travel is a massive trend, likely worthy of its own post. But as we look towards 2024 we can easily see a generation of generative AI travelers. Travelers who will fully embrace the use of AI technology to plan their trips. While possibly younger, “Gen AI” is less defined by age, and more by comfort with technology, with a dash of DIY (do it yourself) desire – at least at the planning stages.
How will AI disrupt the travel industry?
It’s quite clear that if you work through the typical customer journey of figuring out where you want to go, where you want to stay, the things you want to see and do, and how to plan a day-to-day itinerary, AI could significantly ease that process of travel discovery. As a function at the top of the sales funnel, discovery is probably the most significant impact of AI.
Imagine if you could plug in “I’m looking to plan a trip with my husband cycling the islands of Greece. Can you help me find a self-guided tour, e-bike rentals, and accommodations? We prefer mid-lower priced B&Bs, within walking distance to local dining.” That would certainly be a better experience that plugging in search terms and reviewing hundreds of hotels and bike tour companies that may not meet specific preferences.
AI also promises to help travel suppliers such as hotels, airlines, car rentals and ride sharing companies, to deliver on their promise to customers with efficiency. This application of AI is likely to be largely out of sight, but instrumental in delivering a seamless customer experience.
AI could also toss the idea of target marketing and segmentation to the curb.
The idea that travel and travel marketing could be refined for a segment of one – YOU, based on your likes, values, and beliefs garnered from social media interactions, and further refined by page visits, searches, abandoned carts, and of course AI prompts, is pretty intoxicating.
For travel suppliers it’s all about knowing your customer. The hyper-personalization that AI promises could turn you into a super hero. Or it could totally disrupt your strategic competitive advantage and sales funnel with DIY services. Which will it be?
Of course the use of AI extends far beyond travel. Any business based in self help or education is likely to see AI disrupt the traditional value chain.
As I’ve illustrated here, many of these trends will have a spill over impact in other industries beyond just travel. As a marketer, it is our responsibility to understand trends and human behavior, and to then find opportunity in what may be overlooked by others.
Happy marketing, and safe travels in 2024!
