Booking.com’s Travel Predictions 2024

Member News

Nov 3

Singapore - 03 November 2023 - Booking.com’s 2024 travel predictions highlight that travel isn’t just an escape, but a catalyst for experiencing our best lives. With data from a global study involving 27,000 travellers across 33 countries, explore our top seven 2024 travel predictions, including local market insights from the UK, Italy, Germany, Spain, the USA and Latin America.

Here is some of the juiciest data from the report:

We’ll (re)invent ourselves - You've heard the phrase 'new year, new me', right? Perhaps it’s a cliché, but it’s more relevant than ever. A whopping 68% of travellers believe they transform into the best version of themselves while roaming. But which version of themselves do they choose to showcase? With 62% relishing the cloak of anonymity that travel offers, 37% telling fictional stories about their lives and 57% exuding ‘main character energy’, travellers are adding an element of intrigue in 2024. And in the quest to be at the helm of their adventures, 42% would even consider renting a swankier car than what they drive at home.

We’ll dive into cooler waters - With the warmer weather, 67% of travellers are looking to water-centric getaways as a quick fix. 36% yearn for the view of an ocean or a lake, and 75% find instant relaxation by the water's edge. Meanwhile, 18% are prioritising well-being, turning to retreats rather than riverbanks for solace. Health retreats spark curiosity in 20% of travellers, and psychedelic retreats beckon 14%. For some, an uninterrupted night's sleep is the priority, enticing 58% towards sleep-focused retreats – but not all! 48% express intrigue in tantra retreats, wanting a deeper physical connection with their partners.

We’ll savour familiar and fresh tastes - When it comes to culinary ventures, 78% of travellers hunger for fresh flavours over the tried and true. Half are planning their trips around specific restaurants or dishes, with 61% prioritising learning about the origins of a destination's iconic dish. Tech is also reshaping how we enjoy food, with 46% seeking immersive ‘phygital’ (physical plus digital) dining via VR or AR. While 63% are fascinated by innovative plant-based options like 3D-printed vegan steaks and mushroom ‘foie gras’. Over a quarter of travellers (27%) are open to hiring personal chefs next year, with Gen Z leading the charge at 37%.