The travel industry is one of the most dynamic when it comes to adapting to technological, economic, and environmental changes. We expect 2024 will throw many new challenges at the industry, so we’re predicting the top trends for the coming year that travel businesses around the world should pay attention to.

Prioritizing experiences

An emerging theme that Hilton discovered in its latest trends report is that 85% of travelers are prioritizing cultural connections, dining, and experiences in general when booking trips, with 81% looking forward to the unknown. This is something that travel businesses should capitalize on when marketing their services or destinations, particularly with 52% of people looking to reduce spending in other areas of their life to prioritize travel. Gen Z (72%) and Millennials (71%) are planning to spend more on travel in 2024 despite the ongoing economic uncertainty.

Sustainability is still top of mind

This is not necessarily a new trend, as sustainability has been top of mind for consumers and businesses for a while. But heightened environmental awareness, particularly around sustainable and eco-conscious travel, is becoming even more common on a global scale. As travelers have become more mindful of their ecological footprint, they are seeking ways to explore the world while treading lightly on the Earth—so much so that roughly 76% of travelers want to travel in a greener way in the next 12 months, and roughly 70% of tourists are willing to pay extra for eco-friendly accommodations.

Hyper-personalization is expected by travelers

Travelers are expecting more and more when it comes to personalization, and businesses need to tap into all available data sources to be able to meet this growing need. According to research by McKinsey, 71% of consumers expect companies to deliver personalised interactions, and 76% get frustrated when this doesn’t happen. Particularly with Google’s phasing out of third-party cookies, there’s been a shift toward utilizing first- and second-party data collection, focused more on the direct relationships with customers. By leveraging this information, brands can craft highly personalized travel experiences, tailoring recommendations and content to individual preferences. Travel companies need to invest in robust data strategies to gain insights, anticipate needs, enhance engagement, and build trust in an era where personalized, targeted interactions are paramount.

Tech advancements enhancing the travel experience

Technology is constantly evolving, particularly in the travel industry. Travelers are becoming used to more seamless journeys and expecting more from their travel providers. From AI-powered travel assistants creating customized itineraries to contactless payment and check-in technologies and biometric security systems, 2024 will see businesses trying out new methods of making things easier for travelers around the world.

The future of the travel industry is marked by dynamic shifts and innovative trends. As technology, sustainability, and consumer preferences continue to evolve, businesses embracing these trends are poised to foster loyalty, increase bookings, and stand out in a competitive market. If you’d like to learn more about how TransPerfect can help your brand succeed in 2024, reach out to our expert team today!