The No. 1 reason in 2024 that people say they plan to travel will be to rest and recharge, according to a global survey done by McLean-based Hilton.
And sleep will be a high priority, Hilton’s third annual trends report finds.
“Personal wellness matters to travelers, but even more specifically, there will be an increased focus on achieving a good night’s sleep while on the road. In 2024, travelers will look to engage with products and brands aligned with this better-for-you imperative,” the report said.
Generation X will put the highest priority on sleep at 68 percent, followed by baby boomers at 67 percent, millennials at 60 percent, and Generation Z at 55 percent. And, yes, 20 percent of travelers admit they take their own pillow to make sure they get a good night’s rest. (Hilton defined the generations by these ages: Gen Z: 18–26, millennial: 27–44, Gen X: 45–58, and baby boomers: 59–77.)
Connectivity and personalization are what travelers told Hilton they valued. And they expect technology will be intuitive. Travelers said they felt it was important to be able to book their trips entirely online, with 86 percent of millennials and 83 percent of Gen Z wanting to do so. Sixty-seven percent of millennials said they prioritized loyalty programs when planning to travel.
Global travel said they wanted to be able to seamlessly use their personal devices on a travel property. Genz Z had the highest expectation at 84 percent, followed by millennials at 83 percent, Gen X at 79 percent, and baby boomers at 69 percent.
Travelers said they are prioritizing experiences over things. Leisure travel will be more of a priority of Gen Z and millennials in 2024, Hilton said. Sixty percent prefer resort destinations, while 40 percent said they’d rather travel to a city.
“Next year, foodies will reign supreme, with culinary experiences prioritized globally and across generations,” the report said.
“As they budget for 2024, travelers’ top focus is on culinary experiences. Second to culinary experiences, 47 percent of travelers will prioritize exploration and adventure, with Gen Zers and Millennials (52 percent for both) carving out more budget for these types of experiences than the other generations.”
And business travel continues to change, as it has since the pandemic. In 2024, Gen Z and millennials will be the most likely to travel for business, at 53 percent each, followed by Gen Z at 38 percent and baby boomers at 26 percent.
Overall, the trend of mixing business and leisure is expected to continue. Twenty-four percent of business travelers plan to take a friend or family member with them on their trips next year.
Hilton’s global survey done by Ipsos between April and May 2023 involved more than 10,000 travelers from nine countries, video diaries with 60 U.S. travelers, and in-depth interviews with Hilton travel experts, the company said.
Feature image, stock.adobe.com
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