Experiential Travel

It’s top of the agenda for another year: experiential, immersive travel. ‘Post pandemic, we’ve seen a rise in guests seeking once-in-a-lifetime, luxury experiences,’ says Nicolas Hauvespre at Shangri-La. ‘They’re willing to spend more and value quality over quantity when it comes to luxury.’

‘Clients are asking for more “unique” experiences when they travel,’ adds tailor-made travel specialist, Audley Travel. ‘Audley’s North America specialists are responding with suggestions of experiences such as guided kayak and camping trips to see whales and wolves, or exploring lesser travelled regions such as Saskatchewan and the Yukon.’

Ephemeral Escapes

Brand new hotels pop-up across the globe every year, but blink and you’ll miss the next generation of sustainable residences: ‘pop-up hotels that combine sustainability and local craftmanship to create Ephemeral Escapes,’ Intrepid Travel forecasts.

‘A new era is dawning for the travel and tourism industry,’ says The Future Laboratory’s Martin Raymond, who worked with Intrepid Travel on its trend report. ‘Transient and transformative travel experiences will revolutionise the notion of leaving no trace. We will see hotels will be at the forefront of this extraordinary change. In the next decade we will see more now-you-see-it-now-you-don’t travel experiences popping-up across the world.’

Set Jetting

It was a huge trend for 2023 – thanks to the likes of The White Lotus, Wilderness and, bizarrely, The Banshees of Inisherin triggering our wanderlust – and it’s here to stay in 2024. Set jetting boils down to visiting the filming locations of your favourite movies and TV shows so you can relive the magic. Ever since The White Lotus season 2 dropped, for example, the Four Seasons hotel it was filmed at has been chock full of bookings. Where next? Visit our filming locations hub for inspiration.

Gen Gen AI

Welcome to generation generative AI, where planning your holiday is as simple as typing a message to Chat GPT. ‘While generative AI tools like ChatGPT took centre stage in 2023, only 6 percent of travellers used it to plan their trip,’ says the Expedia Group. ‘In 2024, Expedia Group predicts the “generation of generative AI” travellers will come of age and fully embrace this tech throughout their travel journey. In fact, survey data reveals that half of travellers are interested in using generative AI to plan their next trip, and one in three say it’s very useful when making travel plans.’

‘What’s driving this trend?’ the group asks. ‘Generative AI’s ability to simplify planning and shopping through a conversation. Nearly 40 percent of travellers say they would use this tech to find the perfect stay, 35 percent would plan activities and things to do, 33 percent would compare flight options, and 20 percent of travellers would change or cancel their travel plans.’ Will you be asking Chat GPT to plan your next holiday?

AI For Eco-Mobility

And it’s not just planning that AI is good for: Intrepid Travel is forecasting an eco-conscious use of artificial intelligence, too. ‘AI will drive the future of transportation, with planning tools suggesting the most sustainable options and a focusing on reshaping travel hubs to make them more environmentally friendly,’ Intrepid says. ‘Sustainable Aviation Fuel (SAF) is already being trialled and companies like Intrepid are working to eliminate unnecessary flights from itineraries.’

The Rail Renaissance Continues

‘Train travel will be integral to this regenerative approach with spaceship-style sleeper pods providing comfort on hyper fast train journeys that also help negate the need for air travel,’ Intrepid continues. While Midnight Trains is joining the cause and hoping to launch a Paris–Milan–Venice sleeper route by the end of 2024, sadly we will have to wait much longer than a year for hyper-fast train travel in the UK…

Destination Dupes

On the one hand, we’re still craving capital city escapes; Opodo reports its top three booked destinations of 2023 were Paris, Barcelona and London. On the other hand, savvy travellers are skipping the honeypots and seeking cheaper alternatives.

‘The “dupe” trend – affordable alternatives to popular products – that has flooded TikTok feeds is now taking over travel,’ says Expedia. ‘Expedia’s 2024 destinations of the year are destination dupes – places that are a little unexpected, sometimes more affordable, and every bit as delightful as the tried-and-true destinations travellers love.’

Last Minute Escapes

Would you describe yourself as a planner, or someone more spontaneous? Interestingly, 44 percent of all bookings made with Opodo in 2023 were made within two weeks or less of departure. Just one fifth of all bookings made with Opodo were made more than 61 days before travel. So: Christmas staycation? New Year’s escape? January winter sun adventure? The world is your oyster. Maybe AI could help with that last minute itinerary…

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