The 4 need-to-know travel trends for 2024

There’s no shortage of 2024 predictions for the global travel sector. We know because we’ve read them all. And – as you’d expect – there’s a lot of crossover between the various voices and their forecasts.

We figured, what better way to get an outlook for the year ahead then have it all boiled down into a consensus of expert opinion?

Hence this, our meta analysis of all the 2024 travel industry predictions we could find – and the top 4 you need to prepare your business for right now.

We’ve pinpointed 4 distinct travel trends set to define how 2024 will turn out.

These are:

1. AI and automation will take centre stage in booking trips
2. Sustainable travel will expand exponentially
3. Media-driven event tourism will proliferate
4. The travel influencer effect will evolve in new ways

Let’s examine each in turn…

The influence of AI (artificial intelligence) and automation is reshaping the landscape of travel planning, research and booking.

AI advancements have empowered travel platforms with sophisticated algorithms, personalisation engines and predictive analytics. Chatbots and virtual assistants have emerged as integral tools, providing instant customer support and automating routine tasks.

2023 was the year of ChatGPT experimentation for some travellers, and 2024 will see this progress into wider adoption.

• Expedia Group predicts that the “generation of generative AI travellers” will come of age in 2024 and embrace this technology to plan their trips. Half of travellers say they are interested in using platforms like Chat GPT to plan trips in 2024. The figure is 68% among Singaporeans, who are known to be among the most tech-savvy consumers in the world.
• Booking.com also predicts that AI will go fully mainstream in 2024. Specifically, 48% of individuals express trust in AI to organise their travel plans – and it’s not just Gen Z and millennials driving the trend. Notably, a significant portion of baby boomers (30%) and pre-boomers (20%) are set to embrace AI to facilitate travel arrangements in the coming year.
• Approximately 70% of individuals use their smartphones for holiday bookings, with 72% of these occurring within 48 hours of a Google search. Adding value to the mobile experience is clearly a growth opportunity, which explains why so many travel brands are harnessing eSIM in their propositions.
• According to Hilton Hotels' Trends Global Survey, 80% of travellers feel it’s important to be able to book their trip entirely online.

Amid growing global awareness and concern about environmental issues, travellers will increasingly seek responsible, eco-friendly options to preserve the planet for future generations.

The headline motivation is to minimise CO2 emissions and usher in so-called ‘guilt-free’ travel and tourism, with carriers, agents and tour operators competing for travellers’ trust.

There’s also expected growth in dedicated trips that major on environmentally-conscious accommodation, supporting local communities and eco-friendly transportation.

Beyond reducing environmental impact, more people want to immerse in authentic cultural experiences while contributing positively to destination communities.

• At the luxury end of the market, Virtuoso’s global survey of high net worth travellers detected hyper awareness about the fragility of the world which is inspiring a desire to witness nature in its pristine form while it’s still possible. Wildlife conservation is the most frequently cited aspect of sustainable tourism, while the unspoiled wilderness of Antarctica came first among the top adventure destinations for 2024.
• 69% of travellers are actively seeking sustainable travel options according to a report from the World Travel & Tourism Council (WTTC) – a figure that’s expected to rise.
• A massive ramp-up in sustainable aviation fuel (SAF) consumption is forecast in the coming years as the travel industry and regulators aim to hit a target lf ‘net zero’ by 2050.
• Booking.com’s survey of over 27,000 individuals found over half of travellers are taking into account the implications of climate change when making holiday plans for 2024.
• As per Hilton Hotels, in 2024, immersing oneself in the destination and local culture remains a primary motivation for travel. However, for two-thirds of travellers, the topic of environmental change can be daunting when contemplating vacation plans.

Our research turned up a host of nascent consumer trends that experts believe will solidify in 2024.

Two that come up the most are ‘set-jetting’ and ‘gig tripping’, both types of travel experiences inspired by media events such as new movie releases, popular TV shows and live music events.

Set-jetting is where travellers visit locations inspired by what they’ve seen on the big screen.

Gig tripping is where music superfans travel long distances to attend live concerts by their favourite artists.

Both phenomena will be bigger in 2024 with more travel operators tailoring offers that anticipate rather than react to triggers in popular culture.

• Expedia’s set-jetting forecast tracks which blockbuster movies and TV shows are landing in 2024, and the associated locations where travellers will want to head on their fan pilgrimages. 
• After the debut of season 3 of Emily in Paris, at the close of December 2022, Skyscanner observed a 32% surge in searches from the US to Paris in January, compared to the preceding month. Season 4 drops in late 2024!
• A Skyscanner’s survey also found 44% of US travellers are willing to take a short-haul flight to experience a live performance, while 18% are open to flying long-haul for the same purpose. 60% of respondents are open to attending a concert overseas in 2024 if it proves a more cost-effective option than travelling within their home country.

Travel influencers will continue to inspire, motivate and shape consumer opinion on travel destinations and activities. What’s different for 2024 is how the next stage of evolution in the influencer model will be driven by economics.

Influencers will better professionalise how they monetise their content, using new platforms and branching out into affiliate programmes for travel eSIMs and other innovative products and services.

Also expect to see more of them diversifying their day jobs to lead or host high value group trips that play to their niche.

• Technology company Amadeus sees travel influencers shifting their role from “inspiration” to “facilitation” – with more following in the footsteps of The Blonde Abroad and Ana Hernández Sárria in 2024 to design and host their own group trips.
• Among Ogilvy’s 21 travel predictions for the year ahead is the growing influence of everyday travellers sharing content while on their trips abroad. It isn’t just “travel influencers” who inspire, but friends, acquaintances and content we stumble across. 85% of travellers continue to post about their holiday experiences even after they’ve returned home!
• There are now over 700m Instagram posts tagged #travel but influencers will continue to face an attribution challenge in 2024. PhocusWire says they’ll need better tools to ensure they monetise the influence they wield over consumer choices.
• Travel advisors – the original travel influencers – look set to enjoy a resurgence in popularity as travellers seek guidance to make sense of all the choice on offer. One trade body claims 50% of consumers are more likely to use a travel advisor compared with 2019.

All the travel trends in our analysis point towards growth in trips, content and overall spend.

Whether fueled by AI, sustainability, entertainment culture or travel influencers, all are linked to the growth in travel eSIMs too.

As we head into 2024 and beyond, eSIM Go will be empowering more travel and enterprise brands, MVNOs and affiliates to equip travellers with the ability to stay affordably and seamlessly connected wherever they go.

Get in touch with an eSIM Go expert to explore your options.