According to a survey of over 100 luxury travel advisors who attended Global Travel Collection’s Elevate conference, consumers are becoming more adventurous and seeking unique experiences and off-the-beaten-path destinations as they plan their travel for 2024. The advisors noted that experiential travel is a growing trend among their clients, who are looking for something new and different when they go on vacation. The survey also revealed that bookings for exploring and touring new destinations have increased by nearly 75 percent.
One interesting finding from the survey is the rising demand for family travel, which has seen a 63 percent increase. Families are increasingly looking for immersive and educational experiences that can be enjoyed by all members. Alongside family travel, luxury cruises have also gained popularity, with a 60 percent increase in interest. Even clients who are not typically inclined towards cruising are becoming more intrigued by expedition cruising in remote locations such as the Arctic and Galapagos.
While some travelers are seeking new experiences, others are opting to revisit their favorite cities for a deeper exploration of the local culture and surrounding areas. Familiarity brings comfort to these travelers, but they want to venture into up-and-coming neighborhoods, dine at trendy restaurants, and immerse themselves in the local art scene. This desire for exploration within familiar destinations reflects the changing travel preferences of consumers.
As for popular vacation destinations, Africa and Asia are seeing substantial growth. Climbing Tanzania’s Mount Kilimanjaro remains a top bucket-list item for many travelers. Additionally, the Pacific region, including Australia, New Zealand, Japan, Thailand, and South Korea, has experienced a significant increase in interest. Travel advisors have also noted a rise in interest for smaller, off-the-beaten-path destinations such as Malta. However, the top 10 destinations for 2023 still include popular choices like the United States, Italy, the United Kingdom, France, and Mexico.
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Looking ahead to 2024, Asia, particularly Japan, Vietnam, Thailand, and Korea, is expected to see renewed interest. However, availability will be a challenge unless clients start booking six months or more in advance. Cartagena is also gaining popularity as a travel destination. African safaris, trips to Japan, and journeys to Patagonia are among the transformative bucket-list trips that travelers are no longer waiting for a special occasion to embark on.
Travel preferences are shifting, with travelers thinking outside the box when it comes to destinations. While Europe has always been popular, travelers are expanding their horizons beyond popular countries like Italy, Greece, France, and the UK. Croatia, Spain, Portugal, Iceland, and other alternative destinations are now being explored by clients. Additionally, multi-destination trips are on the rise, with travelers combining countries like Italy and Spain or Croatia for a diverse travel experience. This trend is expected to gain momentum in 2024.
In terms of cruises, consumers are seeking longer voyages that take them to more exotic destinations. Adventure/expedition cruises and river cruises are particularly in demand. It is worth mentioning that trips, in general, are getting longer, with retirees especially opting for extended travel experiences. Exotic trips are becoming more common, as travelers are increasingly seeking unique experiences. Swimming with whale sharks in Indonesia, undertaking an expedition trip to Antarctica, and embarking on week-long sailing trips in the Caribbean, South Pacific, and Kimberly region of Australia are becoming everyday requests.
The survey also revealed a significant increase in demand for travel advisor services, with nearly half of the advisors reporting a jump in demand. Moreover, about 30 percent of the advisors have seen an increase in their Millennial clients, who are aged 29 to 43. Mindful and socially conscious travel is also in high demand, as people are looking for meaningful travel experiences that allow them to give back to local communities and protect the environment.
In conclusion, consumers are expressing a greater desire for unique and immersive travel experiences in 2024. From exploring new destinations to revisiting favorite cities and venturing into smaller, off-the-beaten-path locations, travelers are seeking experiences that go beyond the traditional tourist attractions. This shift in preferences is leading to the growth of adventure cruises, longer trips, and multi-destination journeys. Travel advisors will play a crucial role in helping clients curate unforgettable travel experiences while also considering mindful and socially conscious travel practices.
