Travel Predictions 2024

Booking.com 2024 travel predictions highlight that travel isn’t just an escape, but a catalyst for experiencing our best lives. With data from a global study involving 27,000 travelers across 33 countries, explore our top seven 2024 travel predictions, including local market insights from the UK, Italy, Germany, Spain, the US, and Latin America.

We’ll (re)invent ourselves

You’ve heard the phrase “new year, new me,” right? It may be a cliché, but now it’s more relevant than ever. A whopping 68% of travelers believe they transform into the best version of themselves while roaming, but which version of themselves do they choose to showcase? With 62% relishing the anonymity that travel offers, 37% telling fictional stories about their lives, and 57% exuding “main character energy,” travelers are adding an element of intrigue in 2024. For their adventures, 42% would even consider renting a fancier car than what they drive at home.

We’ll dive into cooler waters

With the warmer weather, 67% of travelers are looking for water-centric getaways. 36% yearn for the view of an ocean or a lake, and 75% find instant relaxation by the water’s edge. Meanwhile, 18% are prioritizing well-being, turning to retreats rather than riverbanks for solace. Health retreats spark curiosity in 20% of travelers, and psychedelic retreats attract 14%. For some, a quiet night’s sleep is the priority, enticing 58% toward sleep-focused retreats, while 48% express intrigue in tantra retreats, wanting a deeper physical connection with their partners.

We’ll surrender to the unknown

52% of travelers want to book trips where the destination remains a mystery until they arrive. Seeking an escape from the every day, 56% are inclined to go off the beaten path, and 34% are willing to travel with strangers. We’ll also see a noticeable shift from planning to spontaneity. A majority (55%) prefer to embark on their journeys without set plans, while two-thirds (69%) opt for loose itineraries, allowing them to adapt as they go. With this, AI is set to become a mainstream feature of travel next year. 48% of travelers now trust AI to plan their trips, a trend exemplified by Booking.com’s AI Trip Planner.