Travel ins & outs for 2024
Travel trends to embrace (or ditch) this year, according to actual data.
As the New York Times put it, “What’s ‘In’ for 2024? In-and-Out Lists, Apparently.”
If your social media feeds looked anything like mine between Christmas and New Year’s Day, they were littered with lists of what everyone (influencers, brands, some girl you still follow from back in high school, etc.) has decided will be ‘in’ and ‘out’ for the coming year.
What insights were these in-and-out lists based upon, you ask? After further investigation, for the most part: No thoughts, just vibes.
As a travel writer with a background in search interest and trend forecasting, this seemed like just the right moment for me to step in with some well-researched, data-informed predictions for the travel trends most likely to be ‘in’ and ‘out’ in 2024.
Travel trends to look out for in 2024
Before you start planning your next adventure, here are the travel trends to consider embracing (or ditching) this year.
Out: Jam-packed itineraries
Travel giant Booking.com’s research-based 2024 travel predictions indicate that modern travelers are relinquishing control in favor of a more carpe diem mentality.
Booking.com’s research indicates that of the 27,000+ travelers surveyed across 33 countries and territories, “The majority (55%) would like to have no plans set in stone prior to traveling in 2024 so they can go where the wind takes them, while over two thirds (69%) prefer to travel with loose plans so they can change direction based on what feels good in the moment.”
In: Unscheduled time to wander
Per the annual Pinterest Predicts report, “This year, people will plan trips that take it extra slow—and help them to catch up on some solid shuteye. Gen Z and Millennials will retreat to laid-back locales that offer the opposite of a jam-packed itinerary. Fewer nights out on the town, more lazy mornings in bed. In 2024, there’ll be no shame in your slowcation game.”
Out: Aspirational experiences
The jig is up, picture-perfect luxury travel influencers. McKinsey & Company’s 2024 report found that “A new trend for 2024 emphasizes authenticity over status, with consumers favoring influencers who embody relatability (43%) and authenticity (40%) rather than a polished, aspirational lifestyle.”
In: Authentic experiences
Travelers are increasingly seeking out the opportunity to engage with the authentic experiences of the cultures that await in their destination, rather than the Instagram- or TikTok-worthy experiences of yore.
SkyScanner’s Travel Trends 2024 report reveals that “more than ever, cultural exploration will be a priority for travelers in 2024.” Booking.com predicts the same, citing that, “Averse to the ‘sameness’ of everyday life and actively avoiding cookie-cutter experiences, the intuitively adventurous traveler of 2024 wants to step outside of the homogenized vacation, with 56% preferring to venture off the beaten path.”
Out: Frequent flying
SkyScanner noted that “When looking at what matters to travelers, consideration for the environment is increasingly important” and reported that “64% of travelers globally believe sustainable travel is important.”
Intrepid Travel discovered the same, explaining, “The climate crisis also means that an increasing number of travelers are conscious about their impact on the planet, and are seeking rail journeys as an alternative to flying.”
In fact, Intrepid will be “removing more flights from its itineraries in 2024, with [their] customers predicted to take about 4,000 fewer flights on trips compared to this year.”
In: Train travel
Per EuroMonitor International, “The fastest-growing travel category worldwide is rail transport at 35.6% over 2023-2024.”
And as Intrepid Travel noted, “Choosing to travel by train isn’t only about skipping the flights but slowing down and making the journey to a destination more meaningful and part of the holiday itself. Travelers are keen to experience scenic railway routes and spend time exploring towns and cities along the way that they wouldn’t see if they were flying.”
Out: Tourist traps
Fodor’s Travel publishes an annual “No” list, actively discouraging tourism in certain regions—primarily, those we might refer to as overcrowded “tourist traps.”
Its 2024 No List “focuses on three main areas of tourist impact—overtourism, trash production, and water quality and sufficiency—which not only harm the destinations themselves, but the local communities who rely on them.”
Fodor’s explained, “We love these destinations. And we know you love them, too. But our frenzied admiration and incessant need to experience them—whether prompted by the “Instagram effect” or the bucket-list rebound—are not sustainable,” adding, “As conscientious travelers, we need to constantly ensure that we’re treating our world—and the places we adore—with respect. Because right now we’re hurting the ones we love most—and these destinations are crying out for relief.”
In: Destination dupes
Thankfully, there’s an alternative to all of those tourist traps: destination dupes.
As Expedia’s Unpack ‘24 travel trends report pointed out, “TikTok popularized the idea of ‘dupes,’ or more affordable alternatives to popular products, and the concept is increasingly taking off in the world of travel. In fact, 1 in 3 of those polled say they’ve booked a dupe. But what do these less obvious alternatives offer besides potential savings? They’re often less crowded, tend to be a little unexpected, and can be every bit as delightful as the tried-and-true destinations.”
Expedia even went on to award “the ‘dupe’ badge of honor to these top alternatives to 2024’s trending destinations”:
Taipei as a dupe for (“>”) Seoul
Pattaya > Bangkok
Paros > Santorini
Curaçao > Saint Martin
Perth > Sydney
Liverpool > London
Palermo > Lisbon
Québec City > Geneva
Sapporo > Zermatt
Memphis > Nashville
Out: Overspending
In these uncertain economic times, travelers aren’t interested in going into debt just so they can experience adventures around the globe. According to the Hilton 2024 Trends Report, “As the world holds onto a renewed sense of wanderlust following the pandemic, 64% of global travelers say they aim to reduce other areas of their personal spending to prioritize leisure travel in 2024.”
In: Travel budgets
Per Booking.com, “Half (50%) of travelers plan to pick destinations in 2024 where the cost of living is less expensive than their hometown, while traveling closer to home is also a draw for some who will be searching for luxe-for-less copycat vacations to reduce costs in 2024 (43%).”
Speaking of luxe-for-less, Booking.com also found that “Many (51%) travelers will be willing to pay for day passes to use the amenities in a five-star hotel rather than actually staying there, with a similar number of parents (47%) planning to take their children out of school to travel outside of peak season to make their money stretch further in 2024.”
Out: Waiting for a travel partner
Booking.com came in hot with data indicating that waiting around to find a partner to travel with is so out this year.
The travel company found that, “For those who are used to sleeping solo, over a third (39%) of travelers would carve out time for a matchmaking holiday to find a spark with a new partner or lover, while more than a third (35%) would focus on a heartbreak holiday to get over an ex.”
In: Solo travel
In the same vein, Booking.com reported, “Solo travel is booming, with 59% looking to venture alone. Even parents are joining the trend, with 58% planning child-free trips, prioritizing self-growth. Men, in particular, are embracing solo travel (63% compared to 54% of women).”
Out: Ruined Trips
The Guardian reported that the mishandled baggage rate almost doubled globally in 2022. And a CBS News investigation found that as of summer 2023, airlines have cut up to 48% of flights in the nation’s busiest routes—and that the issues that have caused flight delays and cancellations are likely to linger for as much as a decade.
What do these stats add up to? Frustration for travelers—especially those who opt to book their flights and accommodations without adding any trip protection.
In: Travel Insurance
A Bank of America consumer trends report revealed that “73% of people are willing to pay extra fees for travel insurance or refundable booking options for their trips,” and that in particular, “Gen Z (87%) and millennials (83%) are far more willing to pay extra for travel protections compared to other generations.”
Out: Overpacking
Time to cut down that packing list. TIME reported that roughly 45% of travelers are now choosing not to check any luggage while traveling, opting instead to bring only carry-on luggage and personal items. Which makes sense, given the recent influx of articles like this 2023 gem from the New York Times titled, “Got A Flight? Don’t Even Think About Checking A Bag.”
In: Outfit repeating
Gone are the days of splurging on new clothes each time you travel to a new vacation destination. As identified in the annual Instagram Trend Talk for 2024, younger generations are increasingly “focusing on sustainable fashion goals in 2024” and are “most likely to buy fewer new clothes, repeat outfits, and shop locally,” in their everyday lives as well as during their travels. In the same report, “repeating outfits to be more sustainable” ranked in the top three fashion trends for 2024 globally.
Out: Recs from random influencers
This one might sting a bit—but more and more, young travelers are ignoring the advice of influencers (those they don’t know personally and those without relevant qualifications, that is) who pop up on their Instagram feed or TikTok FYP.
Citing unverified user-generated content, unreliable or biased information, and a perceived lack of transparency, a McKinsey & Company’s 2024 report found that “In the realm of influencer marketing, which is currently valued at 21.1 billion dollars, there is evidence of ‘influencer fatigue’ among consumers. The report reveals dissatisfaction with the amount of sponsored content on social platforms, with 68% of surveyed consumers expressing unhappiness.”
In: Recs from trusted sources
“Trusted sources” typically include platforms, publications, or other entities that provide accurate, reliable, and unbiased information that helps travelers make informed decisions. Think: Lonely Planet, Fodor’s Travel, Travel + Leisure, and their ilk.
But “trusted sources” can also refer to travelers’ personal networks—in fact, Nielsen reported that as of 2023, the majority (89%) of consumers trust recommendations from people they know more than they trust any other source or channel.
Out: Doing it for social media
As SkyScanner put it, “What’s cooler than snapping an Insta photo at an iconic destination? Not posting about it—or, at least, not right away. In an age of always-on and constant hype, Gen Z are craving old-school analog adventures that ditch the digital device in favor of how it used to be done.”
CNN Travel came to the same conclusion, pointing out, “In popular ‘Instagram v reality’ posts, influencers are revealing the huge crowds and queues behind the most Instagrammable locations. Showing the less-than-glamorous conditions behind those iconic shots could influence your own social media connections to rethink their personal travel motivations—are they just going somewhere to get the perfect selfie? Having more evidence of these conditions circulating online could lead to a larger societal shift away from social media-induced tourism.”
In: Doing it for the experience
SkyScanner came to the conclusion that “Travelers are starting to focus on the depth and quality of experiences, relishing the moment itself rather than the capturing of it.”
Here’s hoping that shift starts to ripple across borders and generations—because isn’t that what travel is supposed to be all about, anyway?
What travel trends do you predict for 2024?
Whether they’re based on personal experience, research, or vibes alone, I want to hear ‘em—let me know in the comments below. Here’s to an adventure-filled year ahead!
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