McLEAN, Virginia – Hilton released valuable details about extensive customer research
findings on Thursday with its third annual trends report that looks at how each
generation views travel.
Conducted with Ipsos, travelers say they will reduce other
areas of personal spending to prioritize leisure travel in 2024, with a
majority across generations indicating their No. 1 reason to travel in 2024
will be to rest and recharge, with more emphasis on sleep than ever before. To
no one surprise, the data also showed increasing interest in pursuing new
cultural experiences and stretching the boundaries of business travel.
Following a global survey of more than 10,000 travelers from
nine countries, video diaries with 60 U.S. travelers and in-depth interviews
with dozens of Hilton travel experts, the report uncovers four themes expected
to be the catalysts of change and innovation for travel in 2024 and beyond.
Travelers will invest in sleep
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, according to the report.
It said regardless of generation, the No. 1 reason people
want to travel in 2024 is to rest and recharge.
The report said desiring in-room white noise is an emerging trend, driven by the nearly 10% of global travelers who say they travel with a white noise machine.
The top three actions travelers say they take to achieve a
good night’s sleep are: listening to music or a podcast (33%); staying with a
trusted brand with a consistently good mattress (27%); and utilizing earplugs
or headphones (22%).
The report said desiring in-room white noise is an emerging
trend, driven by the nearly 10% of global travelers who say they travel with a
white noise machine. Other travelers make strategic choices in their
travel journey to limit outside noise in the ways they can control.
While some focus on exercise – and others on dietary
decisions, sometimes, at the end of the day, it’s the pillow that makes the
biggest difference, according to the research. Nearly 20% of global travelers also
readily admit to packing their preferred pillow to achieve a good night’s
sleep.
Travel will value connectivity, personalization
Travelers will seek out consistent and seamless experiences
that are personalized to their needs, the report said. They will expect
technology to be intuitive and helpful throughout their travel journey, but
also appreciate the human connection uniquely found in hospitality.
In a tech-enabled world, travelers of all ages are looking
for innovative and seamless digital solutions to simplify their overall travel
experience and personalize their stays. And that starts with the booking
process.
EV charging proved to have the fastest volume growth, jumping from the fourth to the second highest converting filter.
According to the Trends Global Survey, 80% of travelers feel
it’s important to be able to book their trip entirely online.
Travelers have embraced expanded filters and the top filters
on Hilton.com that led to confirmed stays in 2023 include: airport shuttles, EV
chargers, digital key, free parking and pet friendly. EV charging proved to
have the fastest volume growth, jumping from the fourth to the second highest
converting filter.
Loyalty is also a consideration for travel planning across
all generations, with three in five travelers booking consistently with
one brand or one credit card to maximize their benefits. Millennials are
thinking about maximizing their benefits the most when booking, with 67%
percent prioritizing their loyalty programs when planning travel.
While on the road, 76% of global travelers appreciate
travel apps that reduce the friction and stress of travel.
For 80% of global travelers, being able to utilize
personal devices with on-property technology, from Wi-Fi to streaming apps, is
important.
Culture, experiences will drive leisure travel decisions
Dining, culture and connections are inspiring leisure travel
decisions as people increasingly prioritize the purchase of experiences over
things. Next year, foodies will reign supreme, with culinary experiences
prioritized globally and across generations, according to the data. In tandem,
people will travel to learn about other cultures, learn about their own culture
and connect with others.
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. This is especially true for Gen Z and Millennials, who also plan to spend
more on travel in 2024.
When it comes to takeout, Millennials have their ordering apps ready, with 65% of Millennials ordering take-out, regularly, while traveling compared to only 29% of Baby Boomers.
While Gen X and Baby Boomers expect to budget more for
culinary experiences, Gen Z and Millennials are most interested in immersing
themselves in the local bar scene, with approximately three-quarters of Gen Z
and Millennials interested in experiencing local, unique hotel bars during
their 2024 travels.
Fully, 78% of global travelers appreciate healthy grab-and-go
markets when they are traveling – with a fairly steady comparison across
generations.
Within the market, variety and healthful choices matter as
travelers are looking to maintain their regular routines and dietary
preferences while on the road.
When it comes to takeout, Millennials have their ordering
apps ready, with 65% of Millennials ordering take-out, regularly, while
traveling compared to only 29% of Baby Boomers.
Another way travelers are reconnecting with friends and
family is through shared cultural experiences, like entertainment and sports.
Throughout 2023, travelers filled stadiums and concert halls around the world
to attend cultural and sporting events in record numbers. In 2024, these
passions are expected to strengthen, with 24% of global travelers planning
getaways for one-of-a-kind experiences, like concerts or sporting events.
While experiencing the destination and local culture is a
top reason for travel in 2024, two-thirds of travelers admit the subject of
environmental change can be overwhelming as they consider their vacation
plans.
Business travel trends will redefine expectations
During the past few years, business travel, in many ways,
has been redefined. Programs and products have been introduced to meet the
changing needs of travelers. The industry saw significant shifts in the type of
traveler, length of stay, travel occasion, travel destination and more. And as
the world moves on, the industry is responding to accommodate shifts in how,
why and where we do business on the road.
Employees in India (65%), UAE (64%) and China (60%) are most likely to be traveling for business or bleisure.
In 2024, 46% of global full-time and self-employed
workers plan to travel for business or bleisure, with levels varying by
country and generation. Employees in India (65%), UAE (64%) and China (60%) are
most likely to be traveling for business or bleisure.
Attendees signing up for conferences and events in 2024 might
notice that the locations look different. In 2023, the destination of many
large conferences and events shifted from large, urban city centers into
secondary markets. In the Americas, Milwaukee, Wisconsin, Albuquerque, New
Mexico, and Fort Myers, Florida, topped demand growth among
one-year-out bookings.
And 24% of global business travelers plan to take
a friend or family member with them on a business trip next year.
Beyond groups, meetings and events, the transient business
traveler of today has evolved. Many of those travelers own or work at small and
medium businesses (SMBs) – and they continue to be a particularly resilient
segment, making up roughly 85% of Hilton’s business transient mix. In 2023,
Hilton had a targeted set of SMB offerings, which they are working to expand
even further in 2024.
While on the road, 74% of travelers agree that it’s
important to minimize their environmental footprint.
To help their customers and meet corporate targets, travel
planners are looking for partners that will help them create meaningful change
in their travelers’ overall experience and also drive a positive impact on the
environment and in the communities they visit.