Tourists say they will reduce other personal expenses to prioritize travel in 2024, with most generations indicating that the number one reason they will travel in 2024 will be to rest and recharge, according to a global survey conducted by Hilton and Ipsos.
In addition to defining the preferences and passions of the 2024 traveler, the report takes a deeper look at how each generation views travel – from digital native Gen Z to experienced Baby Boomers.
In 2024, travelers will seek consistent and seamless experiences, hyper-personalized to their needs, from booking to on-property experiences. Eighty percent of global travelers surveyed said it is important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zers leading the way – and 76% of global travelers said they value travel apps that reduce friction and travel stress.
As they budget for 2024, travelers are primarily focusing on culinary experiences. Second only to culinary experiences, 47% of travelers will prioritize exploration and adventure, with Gen Zers and Millennials (52% for both) allocating more budget for these types of experiences than other generations.
The survey was conducted among more than 10,000 travelers from nine countries: Germany, the UK, Japan and the USA, China, India, Mexico, Singapore, and the UAE.
Frequently Asked Questions
What is the primary motivation for travel in 2024?
According to the Hilton and Ipsos survey, the top reason people are traveling in 2024 is to rest and recharge, a priority shared across most generations.
How are digital preferences changing the travel booking process?
Digital convenience is critical; 80% of travelers want to book entirely online, and 76% value mobile apps that reduce travel-related stress and friction.
What experiences are travelers prioritizing in their budgets?
Travelers are prioritizing culinary experiences above all else, followed closely by exploration and adventure, particularly among Gen Z and Millennial demographics.