Rest and wellness will be the priorities for travellers in 2024, according to a new report.

Hilton’s third annual trends report, What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead, reveals that the four primary travel trends driving consumer choices in 2024 will be quality sleep, connectivity and personalization, culture and experiences and business travel.

The findings of the report, conducted by Hilton and Ipsos, are based on a survey of over 10,000 travellers from nine countries, as well as video diaries and interviews with Hilton experts.

Hilton’s report found that “regardless of generation, the number one reason people want to travel in 2024 is to rest and recharge.” This was particularly true for Generation X and Baby Boomers, of whom 68% and 67% prioritized recharging, respectively.

The correlation between travel and quality rest reflects an overall shift towards personal health and wellness within the industry. Filings analysed by GlobalData from across the travel and tourism sector reflect a steadily increasing emphasis on ‘wellness’ and ‘health’ across companies.

Matt Schuyler, Chief Brand Officer at Hilton, said: “While rest can mean getting away from work or other obligations on a leisure vacation, guests more broadly today define ‘rest’ as getting good sleep, regardless of their travel occasion.

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“As the wellness spotlight turns to sleep, Hilton is uniquely positioned to lead the industry in evolving and innovating the on-property experience. In addition to delivering on the basics that support a great night’s rest, we are focusing on the ‘power up’ and ‘power down’ moments of the day that contribute to quality sleep, meeting guests where they are in unique ways and with memorable experiences, products and amenities across our 22 world-class brands.”

Seamless and simple travel experiences emerged as a significant trend for travel in 2024 too. This includes the booking experience. Hilton's report notes that 80% of global travellers look to make their bookings online, using filters to find the right destination. The top filters that led to confirmed bookings on Hilton’s sites were airport shuttles, EV chargers, digital keys, free parking and pet-friendly hotels, with EV chargers being the fastest-growing of the site’s filters.

Cultural experiences are also expected to drive bookings in 2024. The report notes that 64% of global travellers are aiming to reduce other expenditures in order to prioritise leisure travel, with culinary experiences proving to be the top focus. This is followed by exploration and adventurous experiences, which will be prioritised by 47% of travellers, including over half of Generation Z and Millennial travellers.

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