Travel trends come and go and some linger on. The impact of the pandemic forever changed the travel landscape with the travel industry working to recover pre-pandemic numbers.
On the other hand, the easing of restrictions saw an increase in revenge travel with travellers expressing the desire and appetite to explore again.
The feeling of freedom and independence drives wanderlust explorers to travel alone and, as a result, solo travel has remained popular and increased yearly since 2009 making it a notable travel trend even today.
According to Horasis, 2024 marked a significant milestone for the global travel and tourism industry with international tourism being slated to return to pre-pandemic levels, with estimates pointing to 2% growth above 2019 levels.
As we close out the year, here are some of the biggest travel trends of 2024.
Intergenerational trips: bridging generations through travel
One of the most heart-warming trends making waves is the rise of intergenerational, or skip-gen travel. This describes the rising trend of grandparents holidaying with their grandchildren, usually to places that are of sentimental value to them.
With retirement offering newfound freedom, grandparents relish the opportunity to bond with younger family members, creating cherished memories sans guilt while parents can make child-free plans and children can eat more ice-cream and go to bed a bit later.
This niche travel trend also cemented itself, allowing grandparents to spend quality time with their grandchildren, enjoy educational experiences first-hand in history, culture, and the geography while sharing adventures.
The most popular trips under this category are action-packed safaris.
Wellness travel: prioritising health and happiness
As modern travellers increasingly yearn for deeper experiences, wellness travel allows for transformative encounters that leave lasting impressions.
Research indicates that a significant 37% of millennial tourists prioritise wellness-related activities, recognising rest and relaxation as essential components along with adventure and discovery.
From serene spa getaways to invigorating yoga retreats, this trend has gained traction. Activities such as hiking, kayaking and even skiing are framed within the realm of wellness, reminding travellers that true enjoyment is found in the duality of feeling good and looking good.
Ultimately, wellness travel champions emotional well-being, making it a vital trend in 2024.
Slow travel: embracing mindfulness and authenticity
In a world that thrives on instant gratification, the allure of slow travel becomes ever more enticing. This mindful approach encourages travellers to savour their experiences rather than rushing through them.
Many tourists moved away from whirlwind tours, preferring to linger at and savour the places they visit and form deeper connections with them. It was a shift from seeing everything to choosing fewer experiences that resonate more.
This travel trend also provided an opportunity for travellers to gain authentic travel experiences and genuine understanding of the world around them. This is also why this travel trend is known as mindful travel.
Bleisure travel: the best of both worlds
The concept of bleisure, where business meets leisure, has gained substantial traction, particularly post-pandemic.
This trend allows professionals to seamlessly blend work commitments with personal enjoyment, making the most of their trips.
Since 2017, bleisure travel has consistently grown, culminating in a surge in 2023 as individuals approach their post-Covid plans with newfound adventurousness.
This blend supports a healthier work-life balance, enabling professionals to extend work trips and explore new destinations without sacrificing productivity.
By merging corporate travel with recreational activities, employees find happiness in exotic locations, benefiting both themselves and their organisations.
Sustainable travel: a greener outlook
With 69% of travellers actively seeking sustainable travel options, eco-consciousness is set to shape the future of tourism. As the sector rebounds from the pandemic, awareness of environmental concerns is sharpening.
The popularity of slow travel and unique bleisure getaways showcase a more sustainable methodology to explore our planet, with night trains surging in demand.
Countries like France are implementing measures to eliminate short domestic flights to decrease carbon emissions, setting an example for others to follow.
Carbon labelling — detailing the ecological footprint of trips — is also becoming increasingly common, aiding consumers in making informed decisions as they plan their travels.
Experiential travel: immersing in authentic culture
Modern explorers are increasingly drawn to experiential travel as a means of connecting more profoundly with their surroundings.
This form of tourism emphasises actively engaging with history, culture, and the local environment, moving beyond passive sightseeing.
In the wake of the pandemic, shifting consumer behaviours reveal a profound shift from material goods towards immersive experiences.
The rise of experiential travel underscores a desire for emotional connections, with adventurers seeking journeys that resonate deeply through activities that provoke thought, culture and adventure.
In conclusion, as the tail end of the year approaches, it is clear that the travel industry is not merely bouncing back — it's transforming. It stands at a transformative crossroads, ripe with opportunities to explore a renewed sense of wanderlust.
With a defining shift towards wellness, sustainability and authenticity, 2025 promises to be a year of rich exploration and unparalleled adventure inviting globetrotters to forge lasting memories, connect across generations and redefine personal enjoyment.