In October 2023, Hilton Worldwide Holdings Inc., Hilton and Ipsos have released their third global survey, What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead (what Millennials, Gen Z, Gen X, and Baby Boomers think about travel in the year ahead).
* Note: In the report, Baby boomers refer to travelers aged 57 to 72, Generation X refers to travelers aged 43 to 56, Millennials refer to travelers aged 27 to 42, and Generation Z refers to travelers aged 16 to 26.
The latest travel trends report shows a resurgence of travel around the world after the pandemic. Sixty-four percent of global travelers said they aim to reduce spending on other aspects of their personal lives and prioritize leisure travel in 2024, and this is especially true for Gen Z and millennials. In addition, the majority of respondents said their top reason for traveling in 2024 is to rest and "recharge," and travelers are placing more emphasis on sleep than ever before. In addition, as the travel boom continues, travelers of all ages will value connectivity and personalization, seek unique experiences such as culture, adventure, and embrace new business travel trends.
Based on a survey of more than 10,000 travelers from nine countries, a study of the video diaries of 60 U.S. travelers, and in-depth interviews with dozens of Hilton travel experts, the report reveals four trends that will be catalysts for innovation and change in 2024:
Trend 1: Travelers will invest in sleep
Personal health is very important to travelers, and sleep is a very important part of it. The report says there will be a greater focus on getting a good night's sleep on the road, and by 2024, travelers will be looking for products and brands that align with the need for "Better for you."
In search of a better night's sleep, 20% of global travelers choose or request a room away from elevators or high floors. Nearly a quarter of baby boomer travelers agree that they tend to seek out trusted hotel brands that offer high-quality mattresses for a good night's sleep; Gen Z are the most relaxed and conscious to get a good night's sleep, with 21 per cent planning their exercise routine ahead of time and 25 per cent avoiding alcohol before bed. At the same time, nearly 20% of travelers said they would bring their favorite pillow with them to get a good night's sleep, with Gen Z and millennials leading the pack.
Matt Schuyler, brand director at Hilton, said that while a "break" can mean a break from work or other obligations for a relaxing vacation, "today, more guests are defining it as' getting a good night's sleep, no matter what the occasion. '"
Trend 2: Travelers will value connectivity and personalization
In a technology-driven world, travelers of all ages are looking for innovative, seamless digital solutions to simplify their overall travel experience and personalize their stay. The report says that in 2024, travelers will be looking for a consistent, seamless experience, from booking to hotel experience.
Of the global travelers surveyed, 80 percent said it was important to be able to book their trips entirely online. In Hilton.com's 2023 check-in data, the top five best screening criteria are: airport shuttle bus, free parking, electric vehicle charging, pet friendliness, digital keys, and electric vehicle charging has the fastest growing influence in determining travelers' stay, jumping from the fourth key factor to the second.
Loyalty programs are also a consideration in travel planning for all generations, with three out of five travelers preferring to book with one brand or one credit card to maximize their benefits. Of those, 67% of millennials prioritize their loyalty programs when planning travel.
In addition, 76% of global travelers prefer travel apps that reduce friction and enhance the experience. Being able to use personal devices seamlessly via in-hotel hardware and software, from Wi-Fi to streaming apps, is also important for 80% of global travelers. In addition to messaging with these devices and apps, travelers also want to be able to use the mobile technologies they are accustomed to using every day, such as contactless payments using mobile devices and smartwatches or via credit cards.
Trend 3: Culture and experience will drive leisure travel decisions
As people increasingly prioritize experiences over things, dining, culture and connectivity are motivating leisure travel decisions.
According to the report, by 2024, food will be the number one travel driver for travelers everywhere and across all generations. About half of travelers say they are most focused on the culinary experience, and are generally interested in sampling local and regional cuisine (86%) and hotels with a good restaurant (82%).
At the same time, people tend to travel to learn about other cultures, learn about their own and connect with others. Nearly half of travelers say they prioritize exploration and adventure experiences. At this point, Gen Z and millennials (both 52%) have a higher budget for these kinds of experiences than other generations.
In addition, when asked why they travel, in addition to the general need to rest and "recharge," respondents also see the travel industry in 2024 as an opportunity to build and strengthen connections with people and culture. About 45 percent of people in each generation say they travel to be with friends and family.
Patricia Page-Champion, senior vice president, Global Commercial Director, Europe, Middle East and Africa, Hilton, said: "Nearly two-thirds of global travelers say they often or always book hotels based on their local experience... We expect this demand to continue to grow as we move into 2024 to enjoy the atmosphere at the destination."
In addition, two-thirds of travelers are also concerned about the impact of travel on the environment, and 74 percent believe it is important to minimize the environmental footprint during their travels. To this end, many hotels are committed to creating sustainable travel experiences. For example, Hilton plans to install up to 20,000 Tesla chargers in 2,000 hotels, creating the largest electric vehicle charging network in the hotel industry.
Trend 4: Business travel trends have been redefined
Over the past few years, new business travel trends have emerged as the world has emerged from the pandemic. Dramatic changes in when, where and how people work have also led to the rise of hybrid (or "business leisure") travel, with changes in the average length of stay for travellers and increased interest in holiday destinations, especially all-inclusive hotels. The report predicts that these trends will be persistent and even strengthen in the coming years.
By 2024, 46 percent of full-time and self-employed workers worldwide plan to travel for business or leisure, with specific levels varying by country and generation: Workers in India (65 percent), the United Arab Emirates (64 percent) and China (60 percent) are the most likely to travel for business or leisure. Globally, 53% of millennials and Gen Z employees plan to make such trips in 2024.
In addition, in 2024, the location of meetings and events will embrace entirely new trends. Starting in 2023, many large meetings and events have moved from large urban centers to sub-central cities: for example, in the Americas, cities such as Milwaukee, Wisconsin, Albuquerque, New Mexico, and Fort Myers, Florida have seen the highest increases in one-year hotel booking demand.
Travelers with plans for business trips also aim to maximize their time on the road by integrating work with leisure time for friends and family. For some travelers, for example, this may mean that they will add more meetings or activities to their travel itinerary. For other travelers, this means incorporating a personal day or two into their trip: In Singapore, for example, Hilton hosted short-term business travelers who stayed 15 percent longer in 2023 compared to 2019, averaging more than 4.2 days; Other business travel markets such as Atlanta and New York have reported similar trends.
Globally, more than a third of Gen Z and Millennial business travelers say they plan to extend their business travel in 2024 in order to enjoy personal leisure time before or after work. Business travelers from India (39%), the United Arab Emirates (36%) and Mexico (34%) are more likely to extend their planned trips. Another 24 percent of global business travelers plan to bring friends or family with them on business trips in 2024.
In addition, the report notes that in addition to travelers who participate in groups, conferences and events, the demographic of today's transient business travelers has also changed: many of these travelers own or work for small and medium businesses (SMBS). This remains a particularly resilient group, accounting for about 85 percent of Hilton's business travelers, the report said. In response, Hilton launched a series of products targeted at smes in 2023, and is committed to further expansion in 2024.
In addition to defining the preferences and passions of 2024 travelers, the report also interviewed every generation of travelers, from digital natives Generation Z to baby boomers, delving into how each generation views travel:
Baby Boomer (57-72 years old) travelers believe that food and dining are an important part of the travel experience. Restaurant and food experiences are top priorities for their travel budget (45%), and they seek out local and regional cuisine when traveling (86%). In addition, while many baby boomers recognize the benefits of technology, they still prefer to eat in person rather than takeout. Baby boomers are also less receptive to new technological changes, such as QR codes, than younger groups. At the same time, they believe that the human factor of the hospitality industry is more important to the quality of the travel experience than the technology to help reduce the stress of travel, and service is the most important.
The preferences of Gen X travelers (ages 43 to 56) fall somewhere between baby boomers and millennials in many ways. On the one hand, Gen Xers want their personal devices to work seamlessly while traveling (79%), consider it important to be able to fully book travel online (79%), and want to experience new things while traveling (84%) and feel cared for or pampered (78%). On the other hand, like baby boomers, Gen X travelers prioritize restaurant and food experiences (45 percent), tend to seek out local and regional cuisine (87 percent), prefer hotels with good restaurants (81 percent), enjoy unique hotel bars (65 percent), and want advice from locals on where to eat.
Millennial travelers (ages 27 to 42) believe it's important to feel cared for while traveling (83%), are willing to spend more for comfort and convenience while traveling, and 36% prioritize care-giving and health-centered experiences (37%). In addition, this group looks to rest and "recharge" through travel (60%), but also prioritizes exploration and adventure experiences (52%), with about a third of millennials prioritizing cultural events (33%) or live music experiences (30%) and about a quarter prioritizing physical activities (26%) in their travel budget. In addition, they also tend to find ways to be outdoors and enjoy hiking or the beach. It's worth noting that many millennials have entered the workforce and started their own families, and that family-friendly choices are particularly important for this group (91%).
Generation Z (ages 16 to 26) travelers are starting their adult lives and looking for adventures and experiences. Many of them see travel as a path of self-discovery and growth. Two in five millennials say it's important to experience new things when they travel (43%), and the top consideration in their travel budget is exploration and adventure (52%). However, while they see travel as a priority in their budget and plan to spend more in 2024 (72%), they are also more likely to face budget and time constraints. In addition, technology plays a key role in the future of travel for this age group, who are able to use their personal devices seamlessly while traveling (84%). Gen Z said it was important to be able to book trips entirely online (83%) and tie service bookings to hotel bookings (74%). Meanwhile, three quarters of respondents say QR codes improve the dining experience (74%).
