A comprehensive look at what to expect in 2024 travel. Key learnings from a 345,000+ person survey and industry research.
Read the full blog here: https://trov.co/2024-travel-trends-by-trovatrip
Tianguis Turistico 2014 Presentation: Mexico, Millennial and Luxury TravelRuthanneT
This presentation was given on May 8, 2014 at Tianguis Turistico 2014 in Cancun. It provides data and trends on travel to Mexico, Millennial Travel and Luxury Travel Trends.
This document discusses research on the emerging class of global affluent consumers. It finds that global wealth grew to $263 trillion in 2014, creating more affluent individuals worldwide. This new elite class is defined more by shared values of hard work, education, and entrepreneurship than cultural differences. They seek high-quality real estate, prioritizing amenities, security, and location. When purchasing property, affluent buyers want an agent who provides knowledge, respects their time, and makes the process enjoyable.
This document analyzes travel sharing behavior on social media. It finds that 10% of users share travel content, generating 40% more engagement than other content. Travel planning generates the most sharing, with 19% of planners sharing and clicking 25 times on average. Popular shared topics include budget travel, airfare, and hotels, while international destinations like the UK and Australia see the most activity. Sharing peaks seasonally before holidays. Millennials and women drive most travel sharing.
The 2021 Summer Travel Trends study released by trip management platform and marketplace, TrovaTrip, shows that interest in international travel is high with 40% of travelers across the globe selecting Greece as their top desired destination followed closely by Italy with 39% and Bali with 34% interest.
Domestically, 23% of travelers voted New York as their top prospective U.S. destination. TrovaTrip collected this data by distributing the survey primarily across social media channels to nearly 57,000 respondents via the audiences of their partners, called Hosts.
TrovaTrip recorded responses to a travel survey from 6/20/21 - 9/22/21, which featured nearly 57,000 respondents from across the globe. Respondents were able to select multiple answers so some percentages should not be viewed holistically.
As the travel industry revival continues, international travel is seeing an increase in demand amongst younger more savvy travelers.
For more information visit: www.trovatrip.com
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
This document analyzes trends in luxury travel based on data from social media postings. Some key findings include:
1. Millennials are helping to redefine luxury travel as experiences that can be easily shared on social media like Instagram.
2. Luxury travel hotspots are shifting from traditional locations like Paris and Las Vegas to newer destinations in southern and eastern areas like Abu Dhabi, Da Nang, and Lima.
3. TripAdvisor remains the dominant site for luxury hotel reviews globally but Chinese review sites are growing rapidly in influence as the number of Chinese travelers increases.
Based on data from 2015 the State of Destinations and Social Media reflects consumer behavior around planning, booking, and experiencing travel as well as how those consumers influence friends and family and how destination brands are using social media to connect.
This document discusses how social media is influencing travel choices and how destinations are leveraging social media. It notes that 52% of consumers use social media for vacation inspiration and that social platforms are becoming the primary way that travelers research destinations. The document also analyzes data on how consumers share their vacations on social media, posting photos on Instagram and Facebook. It then summarizes how different destinations are using Twitter effectively, noting that engagement rates are more important than follower counts alone. The document advocates that destinations share engaging content like images and videos in order to maximize reach and influence travelers.
Tianguis Turistico 2014 Presentation: Mexico, Millennial and Luxury TravelRuthanneT
This presentation was given on May 8, 2014 at Tianguis Turistico 2014 in Cancun. It provides data and trends on travel to Mexico, Millennial Travel and Luxury Travel Trends.
This document discusses research on the emerging class of global affluent consumers. It finds that global wealth grew to $263 trillion in 2014, creating more affluent individuals worldwide. This new elite class is defined more by shared values of hard work, education, and entrepreneurship than cultural differences. They seek high-quality real estate, prioritizing amenities, security, and location. When purchasing property, affluent buyers want an agent who provides knowledge, respects their time, and makes the process enjoyable.
This document analyzes travel sharing behavior on social media. It finds that 10% of users share travel content, generating 40% more engagement than other content. Travel planning generates the most sharing, with 19% of planners sharing and clicking 25 times on average. Popular shared topics include budget travel, airfare, and hotels, while international destinations like the UK and Australia see the most activity. Sharing peaks seasonally before holidays. Millennials and women drive most travel sharing.
The 2021 Summer Travel Trends study released by trip management platform and marketplace, TrovaTrip, shows that interest in international travel is high with 40% of travelers across the globe selecting Greece as their top desired destination followed closely by Italy with 39% and Bali with 34% interest.
Domestically, 23% of travelers voted New York as their top prospective U.S. destination. TrovaTrip collected this data by distributing the survey primarily across social media channels to nearly 57,000 respondents via the audiences of their partners, called Hosts.
TrovaTrip recorded responses to a travel survey from 6/20/21 - 9/22/21, which featured nearly 57,000 respondents from across the globe. Respondents were able to select multiple answers so some percentages should not be viewed holistically.
As the travel industry revival continues, international travel is seeing an increase in demand amongst younger more savvy travelers.
For more information visit: www.trovatrip.com
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
This document analyzes trends in luxury travel based on data from social media postings. Some key findings include:
1. Millennials are helping to redefine luxury travel as experiences that can be easily shared on social media like Instagram.
2. Luxury travel hotspots are shifting from traditional locations like Paris and Las Vegas to newer destinations in southern and eastern areas like Abu Dhabi, Da Nang, and Lima.
3. TripAdvisor remains the dominant site for luxury hotel reviews globally but Chinese review sites are growing rapidly in influence as the number of Chinese travelers increases.
Based on data from 2015 the State of Destinations and Social Media reflects consumer behavior around planning, booking, and experiencing travel as well as how those consumers influence friends and family and how destination brands are using social media to connect.
This document discusses how social media is influencing travel choices and how destinations are leveraging social media. It notes that 52% of consumers use social media for vacation inspiration and that social platforms are becoming the primary way that travelers research destinations. The document also analyzes data on how consumers share their vacations on social media, posting photos on Instagram and Facebook. It then summarizes how different destinations are using Twitter effectively, noting that engagement rates are more important than follower counts alone. The document advocates that destinations share engaging content like images and videos in order to maximize reach and influence travelers.
The State of Destinations and Social MediaFuseideas
We reviewed the state of travel destination brands, the impact of social media on consumer travelers, how consumers us social media to plan, purchase and share their travel experiences and how destination brands are using social media to engage their audiences.
Lab42 - A Closer Look at Travel Preferences of Baby BoomersRobert Maihofer
The document discusses travel preferences and planning habits of baby boomers. Some key findings include:
- Most baby boomers plan vacations between June and September, often with their spouse or children.
- Factors like personal safety, cost, and activities are very important when choosing destinations.
- Over half don't plan with a specific budget, though more tech-savvy boomers do plan budgets.
- Boomers heavily rely on friends/family for trip planning but also use websites like attraction and hotel sites.
- Many boomers bring devices like cameras, laptops, and smartphones when traveling.
The document discusses opportunities and challenges for the bed-and-breakfast industry. While the industry has seen limited growth recently, total US travel expenditures are projected to increase 4% through 2020, providing opportunities. Bed-and-breakfasts appeal to a variety of demographics like millennials seeking unique experiences and baby boomers taking domestic trips. They will need to adapt to competition from services like Airbnb by distinguishing themselves through special amenities.
Virtuoso analyzed travel data from over $32 billion in transactions to determine the top destinations for early 2015 travel. Mexico, Canada, New Zealand, Australia, and Argentina were the top 5 destinations. New Zealand saw the largest year-over-year growth at 95%. The data also showed that while seniors spent the most annually on travel, generation X spent the most per day. Generation X and millennials preferred tours and hotels over cruises, while older generations favored cruises more.
2015 transitioning into a mobile world mpiRich Benjamin
Mobile web is evolving at an alarming rate, Businesses must adapt to the new consumers and how they search for products.
The Millennial Generation is a perfect example of the ever changing experience in web sales and marketing. There is not a one size fits all sales approach. Marketers must consider several sets of demographic behavior and develop individual strategies
What do you get when more and more business travelers extend their stay at their destination for leisure purposes? Bleisure travel is the awful moniker coined to define what is undoubtedly a growing trend in the travel industry, as the blurring of personal and professional lives of travelers increases on a global level.
This document discusses trends in leisure travel marketing. It examines who leisure travelers are, how they make travel decisions, and how to market to them. Leisure travelers tend to be older, wealthier individuals who use digital tools and social media extensively in the planning process. The future of travel marketing will focus on building authentic connections with travelers and leveraging new technologies. The document also highlights examples of successful marketing campaigns and considers what travel may look like in 2034.
Big 5 Sporting Goods in Los Angeles aims to target campers in the LA area through advertising. The target audience is defined as car campers ages 25-38 with a household income between $50,000-$74,999 who enjoy camping locally within 150 miles of home. Specifically, the target is families with children who take 1-2 night camping trips on weekends in the spring, summer, and fall when daytime temperatures are around 72 degrees.
The document discusses internet usage trends among those aged 50 and older. It finds that internet usage has increased dramatically across all age groups, including those over 50. While those over 50 were once described as "Silver Surfers," the term may no longer apply as internet usage has become more mainstream. Those over 50 engage in many of the same online activities as younger groups, such as social networking, online shopping, banking, and traveling. However, older age groups tend to use more established websites and brands they recognize from offline usage.
The document is a report on global travel trends from a 2014 survey of over 50,000 travelers and 10,000 businesses. Some key findings:
- Most recent trips taken by travelers were domestic staycations, while businesses estimate domestic guests make up about half their clientele. International leisure trips are projected to increase 7% globally in the next year.
- Europe, especially Italy and France, are top destinations visited recently and planned. Australia and Italy are most desired destinations if money is no object. Millennials prefer backpacking and include UK; families prefer beaches and Caribbean.
- Travelers have different preferences based on life stage, nationality, and priorities like culture, deals, or luxury. Understanding these
TripBarometer : les tendances du tourisme en 2016Ipsos France
TripBarometer est la plus importante enquête sur les voyageurs et l'hébergement à l'échelle mondiale. Elle analyse plus de 44 000 réponses de voyageurs et d'hôteliers des quatre coins du globe. Pourquoi les personnes voyageront-elles en 2016 ? Comment ces voyageurs décideront-ils quoi faire et où séjourner ? Dépenseront-ils plus ou moins qu'en 2015 ? Quel est l'impact de leurs choix sur le secteur du tourisme dans son ensemble ? Notre dernière enquête TripBarometer répond à toutes ces questions et à bien d'autres encore.
PUTTING YOUR PLACE ON THE MILLENNIAL MAP (and staying there)TOPOSOPHY
Are you working for a tourism board that’s trying to
figure out its next-gen strategy? Looking to sort the Millennial
myths from the hype? Welcome to Toposophy’s
free guide for destinations and travel brands.
Here, Peter Jordan, Toposophy’s Senior Tourism
Analyst explains the basics of understanding Millennials
and ensuring that your place branding and management
strategy is in tune with this new generation of
consumers.
- TripAdvisor has seen significant growth over the past decade, now receiving over 190 million monthly visitors globally.
- Mobile usage is increasingly important for travel planning, research and booking, with nearly half of TripAdvisor users researching destinations on their phones.
- The Chinese outbound travel market is growing rapidly and will be a major driver of future tourism, with over 60% of additional Asian travelers by 2030 expected to be from China. Chinese travelers are looking beyond Asia to destinations like Europe and America.
The document discusses key trends and drivers that will shape the future of tourism and the tourist experience by 2030. Some of the main trends identified include increasing prosperity globally leading to greater affordability of travel, improved accessibility due to technology and low-cost carriers, a focus on authentic experiences over manufactured ones, and a desire for wellness and self-fulfillment in addition to material luxury. Tourism will also be influenced by events, climate change, health and safety concerns, demographics like an aging population, and time pressures leading to shorter, more frequent trips for relaxation and experiences. By 2030, tourists are expected to have more choices in destinations and activities and will seek customized, niche experiences that meet their changing values and interests.
Travel Portland Marketing Seminar - Targeting demographics vs. targeting beha...Kevin Bekker, MBA
Using behavioral targeting to target demographics is like using a horse to pull a hybrid vehicle. It works, but it's really not the best use of technology.
Using 1st and 3rd party data to target consumers is more actuate and cost effective then traditional methods. With behavior, we can identify consumers looking for products or services within the week of the activity taking place.
@kevinBekker
www.linkedin.com/in/kevinbekker104/en
plus.google.com/+KevinBekker
KevinBekker.com
As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
5 important US hotel and travel trends with the power to shape 2016SiteMinder
Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience?
SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.
Luxury traveler x social media 2014 iltm americas 2014(3)Gabriela Otto
This document summarizes key findings from a report on luxury travel and social media in the Americas in 2014. Some of the main points include:
1) Small, concise, and personalized digital content is important for reaching luxury travelers, as attention spans shorten. This includes brief, image-rich social media posts.
2) Instagram and TripAdvisor are still very important platforms for luxury hotels, as they allow travelers to share unique, "instagrammable" experiences.
3) While Latin America is a smaller portion of luxury travel hotspots, the region saw a 5% increase in luxury travel reviews from 2012-2013, with destinations like Puerto Rico and Rio de Janeiro performing well. Meanwhile, North
Explore Architectural Wonders and Vibrant Culture With Naples ToursNaples Tours
Discover the historical gems and vivid culture of Naples with our guided tours. From the vivid narrow streets of Spaccanapoli to the ancient ruins of Pompeii, the city offers a mixed bag of adventurous experiences. Book your tickets today https://www.naples.tours/ and experience the best of Naples!
Prepare for cold weather rafting with proper gear: layering for warmth, insulated headgear, gloves, waterproof footwear, and essential accessories like sunglasses and sunscreen. Prioritize safety with a life jacket and maintain gear for optimal performance. Stay warm, dry, and ready for adventure on the rapids!
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Similar to 2024 Travel Trends Report by TrovaTrip.pdf
The State of Destinations and Social MediaFuseideas
We reviewed the state of travel destination brands, the impact of social media on consumer travelers, how consumers us social media to plan, purchase and share their travel experiences and how destination brands are using social media to engage their audiences.
Lab42 - A Closer Look at Travel Preferences of Baby BoomersRobert Maihofer
The document discusses travel preferences and planning habits of baby boomers. Some key findings include:
- Most baby boomers plan vacations between June and September, often with their spouse or children.
- Factors like personal safety, cost, and activities are very important when choosing destinations.
- Over half don't plan with a specific budget, though more tech-savvy boomers do plan budgets.
- Boomers heavily rely on friends/family for trip planning but also use websites like attraction and hotel sites.
- Many boomers bring devices like cameras, laptops, and smartphones when traveling.
The document discusses opportunities and challenges for the bed-and-breakfast industry. While the industry has seen limited growth recently, total US travel expenditures are projected to increase 4% through 2020, providing opportunities. Bed-and-breakfasts appeal to a variety of demographics like millennials seeking unique experiences and baby boomers taking domestic trips. They will need to adapt to competition from services like Airbnb by distinguishing themselves through special amenities.
Virtuoso analyzed travel data from over $32 billion in transactions to determine the top destinations for early 2015 travel. Mexico, Canada, New Zealand, Australia, and Argentina were the top 5 destinations. New Zealand saw the largest year-over-year growth at 95%. The data also showed that while seniors spent the most annually on travel, generation X spent the most per day. Generation X and millennials preferred tours and hotels over cruises, while older generations favored cruises more.
2015 transitioning into a mobile world mpiRich Benjamin
Mobile web is evolving at an alarming rate, Businesses must adapt to the new consumers and how they search for products.
The Millennial Generation is a perfect example of the ever changing experience in web sales and marketing. There is not a one size fits all sales approach. Marketers must consider several sets of demographic behavior and develop individual strategies
What do you get when more and more business travelers extend their stay at their destination for leisure purposes? Bleisure travel is the awful moniker coined to define what is undoubtedly a growing trend in the travel industry, as the blurring of personal and professional lives of travelers increases on a global level.
This document discusses trends in leisure travel marketing. It examines who leisure travelers are, how they make travel decisions, and how to market to them. Leisure travelers tend to be older, wealthier individuals who use digital tools and social media extensively in the planning process. The future of travel marketing will focus on building authentic connections with travelers and leveraging new technologies. The document also highlights examples of successful marketing campaigns and considers what travel may look like in 2034.
Big 5 Sporting Goods in Los Angeles aims to target campers in the LA area through advertising. The target audience is defined as car campers ages 25-38 with a household income between $50,000-$74,999 who enjoy camping locally within 150 miles of home. Specifically, the target is families with children who take 1-2 night camping trips on weekends in the spring, summer, and fall when daytime temperatures are around 72 degrees.
The document discusses internet usage trends among those aged 50 and older. It finds that internet usage has increased dramatically across all age groups, including those over 50. While those over 50 were once described as "Silver Surfers," the term may no longer apply as internet usage has become more mainstream. Those over 50 engage in many of the same online activities as younger groups, such as social networking, online shopping, banking, and traveling. However, older age groups tend to use more established websites and brands they recognize from offline usage.
The document is a report on global travel trends from a 2014 survey of over 50,000 travelers and 10,000 businesses. Some key findings:
- Most recent trips taken by travelers were domestic staycations, while businesses estimate domestic guests make up about half their clientele. International leisure trips are projected to increase 7% globally in the next year.
- Europe, especially Italy and France, are top destinations visited recently and planned. Australia and Italy are most desired destinations if money is no object. Millennials prefer backpacking and include UK; families prefer beaches and Caribbean.
- Travelers have different preferences based on life stage, nationality, and priorities like culture, deals, or luxury. Understanding these
TripBarometer : les tendances du tourisme en 2016Ipsos France
TripBarometer est la plus importante enquête sur les voyageurs et l'hébergement à l'échelle mondiale. Elle analyse plus de 44 000 réponses de voyageurs et d'hôteliers des quatre coins du globe. Pourquoi les personnes voyageront-elles en 2016 ? Comment ces voyageurs décideront-ils quoi faire et où séjourner ? Dépenseront-ils plus ou moins qu'en 2015 ? Quel est l'impact de leurs choix sur le secteur du tourisme dans son ensemble ? Notre dernière enquête TripBarometer répond à toutes ces questions et à bien d'autres encore.
PUTTING YOUR PLACE ON THE MILLENNIAL MAP (and staying there)TOPOSOPHY
Are you working for a tourism board that’s trying to
figure out its next-gen strategy? Looking to sort the Millennial
myths from the hype? Welcome to Toposophy’s
free guide for destinations and travel brands.
Here, Peter Jordan, Toposophy’s Senior Tourism
Analyst explains the basics of understanding Millennials
and ensuring that your place branding and management
strategy is in tune with this new generation of
consumers.
- TripAdvisor has seen significant growth over the past decade, now receiving over 190 million monthly visitors globally.
- Mobile usage is increasingly important for travel planning, research and booking, with nearly half of TripAdvisor users researching destinations on their phones.
- The Chinese outbound travel market is growing rapidly and will be a major driver of future tourism, with over 60% of additional Asian travelers by 2030 expected to be from China. Chinese travelers are looking beyond Asia to destinations like Europe and America.
The document discusses key trends and drivers that will shape the future of tourism and the tourist experience by 2030. Some of the main trends identified include increasing prosperity globally leading to greater affordability of travel, improved accessibility due to technology and low-cost carriers, a focus on authentic experiences over manufactured ones, and a desire for wellness and self-fulfillment in addition to material luxury. Tourism will also be influenced by events, climate change, health and safety concerns, demographics like an aging population, and time pressures leading to shorter, more frequent trips for relaxation and experiences. By 2030, tourists are expected to have more choices in destinations and activities and will seek customized, niche experiences that meet their changing values and interests.
Travel Portland Marketing Seminar - Targeting demographics vs. targeting beha...Kevin Bekker, MBA
Using behavioral targeting to target demographics is like using a horse to pull a hybrid vehicle. It works, but it's really not the best use of technology.
Using 1st and 3rd party data to target consumers is more actuate and cost effective then traditional methods. With behavior, we can identify consumers looking for products or services within the week of the activity taking place.
@kevinBekker
www.linkedin.com/in/kevinbekker104/en
plus.google.com/+KevinBekker
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As China continues to grow rapidly, there is a swell in outbound travel and shopping. In 2018 there will be an estimated 154 million outbound travelers from China - and another 248 million shoppers who buy overseas, online
from China.
This presentation outlines these growing movements and how global brands and destinations can market to Chinese audiences.
Marketing to China must take into account the unique characteristics of Chinese audiences who are highly social (social media rules), predominantly mobile and have incredibly high preference for mobile payments (mobile wallet over cash/credit).
Marketing to China also requires adapting language, messaging and systems to mesh with a different view of the world. Smart global brands who address these issues put themselves in a good position to succeed with the 400 million+ Chinese who are expected to travel overseas by 2030.
5 important US hotel and travel trends with the power to shape 2016SiteMinder
Are travellers planning to dedicate more time to vacations? Which destinations are on must-visit lists? And what technology trends are impacting the way they behave from initial search through to actual experience?
SiteMinder recently partnered with the California Hotel and Lodging Association to answer some of these questions with hoteliers joining an online webinar to learn more about the top travel trends that hotels, just like yours, should be planning for in 2016.
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This document summarizes key findings from a report on luxury travel and social media in the Americas in 2014. Some of the main points include:
1) Small, concise, and personalized digital content is important for reaching luxury travelers, as attention spans shorten. This includes brief, image-rich social media posts.
2) Instagram and TripAdvisor are still very important platforms for luxury hotels, as they allow travelers to share unique, "instagrammable" experiences.
3) While Latin America is a smaller portion of luxury travel hotspots, the region saw a 5% increase in luxury travel reviews from 2012-2013, with destinations like Puerto Rico and Rio de Janeiro performing well. Meanwhile, North
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2. Contents
TrovaTrip Travel Trends Report 2024
00
01
02
03
04
05
Unpacking 2023 &
preparing for 2024
Where to next?
Experiences
over things…again!
Tech and travel
Jet-set it up
2024, here we come!
3. Top 5 US
Destinations
Alaska, 15
Hawaii, 5
New York, 5%
Big Sur, 4
The Colorado
Rockies, 4%
Top 5 Global
Destinations
Bali, 21
Alaska, 15
Greece, 12
Costa Rica, 11
Italy, 11%
Unpacking 2023 & Preparing for 2024
Millennials and Gen Z continue to lead the way, seeking out bucket list destinations and
driving the evolution of travel industry tech…and crowning a new top activity
(Spoiler: it’s not beach time anymore!)
Female
Identifying
$3,000 +
Male
Identifying
$1,500-
$3,000
Non-Binary
$1,500
or less
Boomers
Gen X
Gen Z
Millennial
Traveler Genders
2024 Traveler Budgets
Age Range of
Travelers
3%
11%
41%
45%
TrovaTrip Travel Trends Report 2024
2%
35%
19%
41%
79%
24%
5. Travelers are keeping their sights firmly set on destinations across the world without showing any
particular preference for one specific region. In fact, the current lineup of most popular destinations
offers a nice range of climates and locations:
Top 5 Global Destinations
Where to next?
Bali
Alaska
Greece
Italy
Costa Rica
6. Where to next?
The best of the rest
By the numbers, Bali leads all destinations with
over 70,700 votes. However, Alaska checks in with
just over 51,000 so we’ll say that while there’s
definitely a clear favorite, there’s also no runaway
winner. Let’s dive a little deeper than the usual Top
5 to look at the rest.
Top 15 Global Destinations include
Argentina, 10
Japan, 9
France, 8
Abu Dhabi, 8
Iceland, 7
Brazil, 7
Ireland, 7
Egypt, 6
Croatia, 6
Belize, 6%
Patagonia, Argentina
7. For context, #15 Belize is still holding strong with
almost 20,600 votes. It’s clear from the data that
people are interested in going just about
everywhere as long as the activities are right. We’ll
get into exactly what that means soon, but before
we do, let's take a look at where folks want to travel
within the US. Most of the travelers who took the
TrovaTrip survey originate here and, even though
international destinations are a major draw, there
are still plenty of must-see places in the States.
Top 5 Domestic Destinations
Alaska, 15
Hawaii, 5
New York, 5
Big Sur, 4
The Colorado Rockies, 4%
Where to next?
Alaska
8. Just like with the international list, we can see a
nice variety of locations with some change from
. Alaska and New York are holding strong,
with previous entries Yellowstone, Yosemite, and
Las Vegas sliding a little further down the list to
make room for the newcomers. One thing is
certain though: Folks are excited about hitting
everything from the mountains to the beach to the
big city, and they’re willing to put in the travel time
to get there.
last year
Where to next?
Alaska
10. Experiences over things…again!
Experiences prevail
Just like in the previous year, we see that travelers
are continuing to value real experiences and
connections over things. This isn’t to say they’re
looking to spend less, but rather that they’re
looking to spend thoughtfully–on things that offer
a chance to learn about culture and connect with
others. In fact, this has resulted in a brand new
favorite activity at the top of the list. “Beach time &
relaxation” has moved to 2nd place and in the #1
spot we now see cuisine-oriented trips.
agrees, projecting that “Foodies will reign
supreme, with culinary experiences prioritized
globally and across generations.”
We also find that exploration and adventure
remains a primary motivator for travelers, which is
no surprise given some of the top destinations.
People are seeking out activities that include
Hilton
Hotels
everything from visiting ruins to hiking to
camping…all the way to more extreme fun like
shark cage diving! And not every active experience
has to get your heart rate up, either. Some are quite
the opposite, with activities like yoga or barre rising
into the most popular activities.
11. Experiences over things…again!
Top 5 Trip Experiences & Activities
Beach & Chill
Food & Beverage
Culture & History
Active Movement
1 2 3
4 5
Nature & Wildlife
13. Tech & travel
Easy booking is key
Not only are folks’ preferred destinations and
activities continuing to evolve, the way they want to
book travel is too. This probably won’t be too much
of a surprise, but the travel industry as a whole saw
an increase in automated bookings. More and
more people plan entire trips on their smartphone,
within days of making that initial Google search,
and believe it or not, these changes are consistent
across the generations. Even a majority of
Boomers demand the ability to book this
way as travel continues to become more of an
integrated, essential part of life. One reason for
this is the rising combination of a little something
called “bleisure,” as travelers tack on extra days to
business trips for fun, personal time.
The mixing of personal and professional travel is
also reflected in the kind of tech folks like
interacting with. This has huge implications for the
industry in general and group travel platforms like
TrovaTrip in particular.
(66%!)
Thailand
14. Despite the
demand for
faster, mobile-
friendly booking
capabilities, over
70% of travelers
report desiring
personalized
interactions.
Tech & travel
Despite the demand for faster, mobile-friendly
booking capabilities, of travelers report
desiring personalized interactions. This doesn’t
mean traditional agencies are coming back
anytime soon, but it does mean that folks want a
platform that “gets” them and their preferences.
Even with a fully automated experience, the
warmth and hospitality that is unique of the travel
industry is expected.
After all, if almost half of every generation shares
that strengthening connections or reconnecting
with family and friends as a primary reason for
traveling, it makes sense that the whole process
be as human as possible. Even when you don’t
actually have to interact
over 70%
16. Jet-set it up
Social media will drive top destinations
The final major driver of 2024 travel will be folks seeking out bucket list destinations inspired by their
favorite Content Creators. Travelers will be making their Pinterest boards a reality, by booking tips to
must-see places that are posted from their favorite accounts.
Of course, dreamy travel content itself is only half the draw. The other half? The Creators themselves!
These fun, fascinating community leaders have built like-minded followings on their platforms who they
connect with on a level that is much more than screen-deep. Using platforms like , Creators can
invite their online community to travel the world with them IRL via a group trip. Simply put, 2024 will be
the year of traveling with the Creator.
TrovaTrip
Costa Rica: Arenal
Volcano and the
Pacific Coast
1
Bali: Culture, Food,
and Beaches from
Ubud to Sanur
2
Italy: A Classic
Journey in Rome
and Florence
3
Greece: An island
Getaway on the
Mediterranean Sea
4
Alaska: Majestic
Wilderness and
Glacial Wonders
5
Top 5 TrovaTrip Itineraries