In a recent global survey conducted by Hilton and Ipsos, travelers across various generations voiced their plans to prioritize leisure travel in 2024. This preference, along with a pronounced focus on rest and sleep, was revealed in Hilton’s annual trends report, “What Millennials, Gen Z, Gen X, and Baby Boomers Tell Us About Travel in the Year Ahead.”

Why is it valuable for travelers to understand what other travelers are looking for in the evolving travel landscape? This type of research serves as a compass, not only guiding travelers in their choices but also influencing the development of offerings by travel companies. It offers a glimpse into the changing dynamics of travel, shaping the experiences that await globetrotters. In essence, these insights are key to understanding what’s in store for the future of travel.

From a global survey covering over 10,000 travelers across nine countries, including interviews with Hilton travel experts and video diaries from 60 U.S. travelers, emerged four prevailing themes that will shape the travel industry in 2024.

Investing in Quality Sleep

Personal wellness takes the lead in 2024. Travelers are keen to enjoy restorative sleep while away from home, a trend accentuated by the tumultuous years that underscored the value of rest and rejuvenation. Gen Z, in particular, showcases intentionality in winding down, making small choices throughout the day to enhance sleep quality. Statistics reveal that 21% regulate their workout routine, and 25% steer clear of alcohol before bedtime.

Valuing Connectivity and Personalization

The year 2024 is set to herald a new era where travelers seek consistent, highly personalized experiences across every aspect of their journey. Seamless online booking is a top priority, with 80% of global travelers acknowledging its importance. This enthusiasm is particularly palpable among Millennials and Gen Z, who contribute 86% and 83%, respectively. Furthermore, 76% of travelers express their appreciation for travel apps that alleviate the friction and stress of the travel process.

Prioritizing Culture and Experiences

The era of experiences triumphs over materialism as 64% of global travelers plan to trim other areas of personal spending to allocate resources for leisure travel in 2024. Travel decisions will be driven by a desire for dining, cultural immersion, and meaningful connections. Culinary experiences take the front seat, with exploration and adventure closely following. Gen Zers and Millennials, who contribute 52% each, seem particularly inclined to channel more of their budget into these captivating experiences.

Redefining Business Travel

The world of work has undergone a profound transformation in the post-pandemic landscape. This transformation encompasses shifts in when, where, and how people conduct business, thereby birthing and strengthening new trends in the realm of corporate travel. Concepts like blended leisure and business travel, longer stays, and a heightened interest in secondary markets for meetings and events have emerged. Over a third of Gen Z and Millennial business travelers intend to extend business trips to include leisure time, while 24% of global business travelers plan to bring a friend or family member on business excursions in the upcoming year.

In summary, understanding the evolving desires of travelers from various generations in 2024 not only guides individual travel choices but also plays a pivotal role in shaping the future of the travel industry. As these travelers continue to drive change, we can anticipate a vibrant and ever-evolving travel landscape in the years to come.