Travel trends 2024

1. Sustainable tourism

Sustainable tourism has been a big trend in 2023, and that will continue into 2024. Today’s tourists are conscious of the impact their travels have on the planet: 69% of travellers are actively seeking sustainable travel options according to a report from the World Travel & Tourism Council (WTTC) and the Trip.com Group.

Contrary to what we may believe, the natural world needs tourism – or rather, the cash that tourism brings. The answer lies in how sustainable we can make the future of travel. And how the travel industry can create positive change in the regions they operate in.

This is easier said than done, but focusing on slow, conscious and purposeful travel is a good place to start.

Of course, a lot of travel starts and ends with flying. And there’s no getting away from the fact that 80% of a holiday’s carbon footprint comes from the flight. Carbon offsetting is a step in the right direction, but it isn’t the solution. Real change can only come from the industry. In 2021, sustainable aviation fuel still amounted to less than 0.1% of global aircraft fuel, and electric aircraft are still a long way off.

2. Luxury travel

Luxury travel continues to exhibit resilience, emerging as an outperforming segment within the broader travel sector, even amid fluctuating market conditions. This robustness can be attributed to the high discretionary spending capacity and unique demands of the luxury travel market, where consumers prioritise experience over cost.

Extraordinary locations, exclusive amenities, premium accommodation and a heightened focus on privacy are some of the leading demands from this sector.

3. Wellness getaways

The polar opposite of the gluttony of traditional inclusive holidays, wellness getaways are emerging as a prominent trend.

These immersive holidays aim to rejuvenate both the body and mind, providing a much-needed escape from the rigours of daily life. They offer tailored programmes nurturing physical health through activities such as yoga, fitness classes and nature hikes, along with mental wellbeing workshops focusing on meditation and mindfulness. These retreats encourage guests to disconnect from digital distractions and reconnect with themselves in tranquil settings.

4. Personalised experiences

A growing trend in travel is the pursuit of personalised experiences that cater to the unique desires and preferences of each traveller.

Gone are the days of one-size-fits-all packaged tours; in their place, travellers increasingly seek tailor-made journeys that unlock authentic, intimate and memorable moments. Personalised experiences can include custom itineraries, local immersion, guided tours by expert locals, or niche adventures connected to specific interests or hobbies.

This trend not only delivers an unforgettable trip driven by individual tastes, but also fosters meaningful connections with the destination’s culture, people and traditions.

5. Bleisure travel

The importance of a work–life balance is fuelling the rise of bleisure – a trend where business and leisure travel intersect.

Increasingly, corporate travellers are capitalising on work-related stays, extending their trips and indulging in local culture and recreational activities. This convergence of business and pleasure is gaining popularity, due to it enhancing productivity while also contributing to a healthy work–life balance. In the UK, 45% of survey participants said they intended to add a leisure element to business trips in the future.  

Time-poor professionals need flexible stays, as 17% of bleisure trips last four nights or more, 31% are three nights in length, 39% are for two nights, and just 12% of bleisure travellers are away for only one night.

Linney: your number one destination

This year has been a strong one for travel, and it’s poised to grow again in 2024. If you would like to discuss how Linney can help you achieve world-class marketing for your travel business, get in touch today.