Travel is not back, it’s forward

Conversations by those working in the travel and tourism industry, including at the latest global gathering for World Travel Market in London, are often about the resilience of the tourism industry and travel being ‘back’. But when we look at the data on what’s driving the industry, it’s fair to say that travel isn’t back, it’s ‘forward’. What do I mean by that? Simply, that how people travel, why they choose a particular destination, and what they expect from that experience has changed dramatically in recent years. As people seek new inspiration for their trips, let’s explore five trends shaping this new era of travel.

Event Tourism

Travellers are no longer content with just checking off touristy boxes, they have an appetite for unforgettable experiences. Two thirds of our audience indicated ‘experience’ has the most impact on where they travel, with events and activities taking centre stage when planning a trip. According to Expedia, travellers are now using concerts and festivals as an excuse to visit new destinations. There is a similar trend in APAC (65%) where two thirds value experience[1a]. I also see the appeal. Two of my most memorable experiences were attending a concert in San Francisco and watching the Rugby in Sydney, all whilst exploring city landmarks. And with the 2024 Paris Olympic Games around the corner, event tourism creates an opportunity for brands and tourism boards to craft and create memorable experiences.

Set-Jetting

Set jetting, the practice of visiting iconic locations where movies, TV shows and documentaries are filmed, was a key trend in 2023 and continues to standout for 2024. I am not alone in wishing I could experience my favourite on-screen moments. When the second season of The White Lotus Season began airing, Sicily became a character in its own right - so much so that Expedia revealed a 300% spike in searches for the Italian island after the season ended. Set-Jetting is clearly shaping our travel decisions. The majority of travellers have been influenced by on screen locations, and airline and hotel content seen on CNN inspires the travel plans of 85% of our audience - whether that be on TV, digital or social.[6]

Sustainable Travel

For a long time, I thought sustainability in travel was a buzz word. Something we talked about, but when it came to it consumers would not pay more. Today, travellers are much more aware of the environmental impact of travel. We do not just want to see the world; we want to see it in a responsible way. CNN consumers are at the forefront of this, with 84% taking an interest in responsible travel and 1 in 2 plan to travel sustainably in the next 6 months. Brands can strengthen their connections with consumers by making their commitments to sustainability clear and relatable. Whilst sustainable travel is not currently an option for everyone, particularly when it comes to geography and economics, I anticipate a time where it is the norm.

Health and Wellness

Today, many of us want holidays that look after our physical and mental wellbeing. We want to return genuinely rested, not desperate for another holiday! It is no wonder that one of the fastest growing sectors in the wellness industry is tourism, currently valued at $651 billion with projected annual growth of 16.6% The shift is tangible with people moving from cocktails to mocktails, partying to sleeping, group tours to quiet retreats - and I’m not just describing myself! For CNN consumers in APAC, wellness retreats, spas and relaxation breaks are a top 3 holiday, and given a world full of distractions, it’s not hard to understand why wellness retreats and sleeping are holiday priorities.

Blending Business and Leisure

Predictions suggest a doubling of global business leisure spending from US$ 150 billion to about US$ 360 billion by 2027. Combining business and leisure is not new, but the rise of flexible working and the awareness of carbon footprints has created ideal conditions for both business or “leisure” – extending business trips to add on a holiday and “workcation” – working remotely from a holiday destination. Hilton recently reported that in 2024, half of employees plan to travel for leisure. Last year, I was one of them. I jumped at the chance to go from an office block in a Los Angeles business park to tubing down the Madison River with friends. Having let too many leisure opportunities pass me by this added a whole new level of adventure to my trip. CNN’s business travellers are looking for that same adventure taking to the outdoors and spending time in nature. Blending travel and leisure opens new opportunities for brands and destinations to appeal to flexible workers who finish work, step into their holiday and may even stay in the same accommodation.

These five themes provide significant opportunities, not just for people looking for new travel experiences, but for brands and destinations that want to connect with audiences and be part of their journey. People cherish inspirational and meaningful experiences, particularly when they travel. This makes it crucial for brands and destinations to put inspirational content at the heart of their strategies, telling compelling stories that captivate and inspire travellers.

The author is Director of Audience Insights at CNN