travel trends of 2023

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These Are the Biggest Travel Trends of 2023, According to the President of American Express Travel

What are people really traveling for in 2023?

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If 2022 was the year of wading back into travel, then 2023 is the year of diving in head first. According to a recently released report by American Express Travel, a majority of respondents say they not only plan to take more trips this year than last, but they will also spend more money on travel in 2023 than in 2022. 

“As people continue to be eager to take trips, we are seeing a huge emphasis on experiences, especially ones that are personalized and centered around travelers’ passions,” says Audrey Hendley, president of American Express Travel , in an interview with Travel + Leisure. 

Courtesy of American Express

One common theme among travelers worldwide: The continued "rise of 'set-jetting,'" per the report, a.k.a. destination decisions that are heavily influenced by a binge-worthy show or Hollywood film. Entertainment-focused tourism has been on the rise, and the year ahead may see more than ever before. Seventy percent of Gen Z and millennial respondents agree that they have "been inspired to travel to a destination after seeing it featured in a TV show, news source, or movie."

While Amex’s report doesn’t mention specific programs, Hendley tells T+L that “people are booking trips to destinations like Yellowstone, Paris, or Sicily after being inspired by their favorite TV shows.” It isn’t difficult to surmise that travelers are seeking out the cities, hotels, and experiences that were featured in shows such as The White Lotus, Yellowstone, and Emily in Paris, among others. 

The Amex-commissioned study also explored overall travel behaviors and trip planning, with participants from a diverse array of seven countries (Australia, Canada, Mexico, Japan, India, the United Kingdom, and the United States).

kazuhide isoe/Getty Images

In addition to “set-jetting,” there’s a renewed emphasis on food-focused travel, wellness and self-care on vacation, and traveling off the beaten path. Surveyed travelers say they want to shop at small businesses and spend more during a vacation if they know it supports the local community. 

Tying all of that together are younger travelers at the heart of these trends. According to the report, 84 percent of Gen Z-ers and millennials surveyed would rather take a dream vacation than purchase a new luxury item, and 79 percent agree that travel is an important budget priority. “Younger generations are showing the strongest numbers across our trends. We are paying close attention to (Gen Z and millennials) since their habits and interests will continue to shape the face of travel,” Hendley notes.  

While travel during the past several years may have been difficult to predict, especially with changing COVID-19 travel rules, the world is much easier to roam in 2023. Even one of the strictest borders, China, fully reopened to tourists in mid-March and is issuing tourist visas once again. This increased travel flexibility means longer-term bookings are also making a comeback. 

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“We’re seeing growth in long-term bookings across all generations, with almost 7-in-10 of survey respondents stating they like to plan trips three to six months in advance,” Hendley shares. “We are also seeing an increase in people booking big trips, which people typically book further in advance.”

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What is the future of travel?

All aboard! After the pandemic upended life and leisure as we know it, travel is roaring back. The industry is set to make a full recovery by the end of 2024, after losing 75 percent of its value in 2020. Much of this has been so-called “revenge travel,” or people embarking on international or bucket list trips that were delayed by the pandemic. But domestic travel is recovering quickly too and is set to represent 70 percent of travel spending by 2030.

Get to know and directly engage with senior McKinsey experts on travel and tourism

Margaux Constantin is a partner in McKinsey’s Dubai office, Matteo Pacca is a senior partner in the Paris office, and Vik Krishnan is a senior partner in the Bay Area office.

We’ve done a deep dive into the latest travel trends and how industry players can adjust accordingly in The state of travel and hospitality 2024 report. Check out the highlights below, as well as McKinsey’s insights on AI in travel, mass tourism, and much more.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice .

Who are today’s travelers, and what do they want?

In February and March 2024, McKinsey surveyed  more than 5,000 people in China, Germany, the United Arab Emirates (UAE), the United Kingdom, and the United States who had taken at least one leisure trip in the past two years. Here are six highlights from the results of that survey:

• Travel is a top priority, especially for younger generations. Sixty-six percent of travelers we surveyed said they are more interested in travel now than before the COVID-19 pandemic. And millennials and Gen Zers  are traveling more and spending a higher share of their income on travel than their older counterparts.
• Younger travelers are keen to travel abroad. Gen Zers and millennials who responded to our survey are planning nearly an equal number of international and domestic trips in 2024. Older generations are planning to take twice as many domestic trips.
• Baby boomers are willing to spend if they see value. Baby boomers still account for 20 percent of overall travel spending. They are willing to spend on comforts such as nonstop flights. On the other hand, they are more willing to forego experiences to save money while traveling, unlike Gen Zers who will cut all other expense categories before they trim experiences.
• Travel is a collective story, with destinations as the backdrop. Travelers both want to hear other travelers’ stories and share their own. Ninety-two percent of younger travelers were inspired by social media in some shape or form for their last trip.
• What travelers want depends on where they’re from. Sixty-nine percent of Chinese respondents said they plan to visit a famous sight on their next trip, versus the 20 percent of European and North American travelers who said the same. Respondents living in the UAE also favor iconic destinations, as well as shopping and outdoor activities.

Learn more about McKinsey’s  Travel, Logistics, and Infrastructure Practice .

What are the top three travel industry trends today?

Travel is back, but traveler flows are shifting. McKinsey has isolated three major themes for industry stakeholders to consider as they look ahead.

• The bulk of travel spending is close to home. Seventy-five percent of travel spend is domestic. The United States is currently the world’s largest domestic travel market, but China is set to overtake it in the coming years. Stakeholders should make sure they capture the full potential of domestic travelers before turning their attention abroad.
• New markets such as India, Southeast Asia, and Eastern Europe are growing sources of outbound tourism. Indians’ travel spending is expected to grow 9 percent per year between now and 2030; annual growth projections for Southeast Asians and Eastern Europeans are both around 7 percent.
• Unexpected destinations are finding new ways to lure travelers and establish themselves alongside enduring favorites. Rwanda, for example, has capitalized on sustainable tourism by limiting gorilla trekking permits and directing revenue toward conservation.

Looking for direct answers to other complex questions?

For a more in-depth look at these trends, check out McKinsey’s State of travel and hospitality 2024   report .

How will AI change how people travel?

In the 1950s, the introduction of the jet engine dramatically reduced travel times, changing the way people traveled forever. Now AI is upending the industry  in a similarly fundamental way. Industry players down to individual travelers are using advances in generative AI (gen AI) , machine learning , and deep learning  to reimagine what it means to plan, book, and experience travel. “It’s quite clear,” says McKinsey partner Vik Krishnan , “that gen AI significantly eases  the process of travel discovery.”

For travel companies, the task now is to rethink how they interact with customers, develop products and services, and manage operations in the age of AI. According to estimates by McKinsey Digital, companies that holistically address digital and analytics opportunities have the potential to see an earnings improvement of up to 25 percent .

McKinsey and Skift Research interviewed executives from 17 companies across five types of travel business. Here are three key findings on how travel companies can reckon with emerging technologies, drawn from the resulting report The promise of travel in the age of AI :

• Segmentation. Companies can use AI to create hyperspecific customer segments to guide how they interact with and serve customers. Segmentation can be based on a single macro characteristic (such as business versus leisure), or it can be so specific as to relate to just one customer.
• Surprise and delight. In the travel context, gen AI could take the form of digital assistants that interact with customers throughout their journeys, providing personalized trip itineraries and tailored recommendations and helping to resolve unexpected disruptions.
• Equipping workers better. AI tools can free up frontline workers’ time, allowing them to focus more on personal customer interactions. These tools can also shorten the training time for new hires and quickly upskill  the existing workforce.

AI is important, yes. But, according to Ella Alkalay Schreiber, general manager (GM) of fintech at Hopper, “The actual challenge is to understand the data, ask the right questions, read prediction versus actual, and do this in a timely manner. The actual challenge is the human thinking, the common sense .”

How is mass tourism changing travel?

More people are traveling than ever before. The most visited destinations are experiencing more concentrated flows of tourists ; 80 percent of travelers visit just 10 percent of the world’s tourist destinations. Mass tourism can encumber infrastructure, frustrate locals, and even harm the attractions that visitors came to see in the first place.

Tourism stakeholders can collectively look for better ways to handle visitor flows before they become overwhelming. Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

For one thing, destinations should understand their carrying capacity of tourists—that means the specific number of visitors a destination can accommodate before harm is caused to its physical, economic, or sociocultural environment. Shutting down tourism once the carrying capacity is reached isn’t always possible—or advisable. Rather, destinations should focus on increasing carrying capacity to enable more growth.

Next, destinations should assess their readiness to handle mass tourism and choose funding sources and mechanisms that can address its impacts. Implementing permitting systems for individual attractions can help manage capacity and mitigate harm. Proceeds from tourism can be reinvested into local communities to ensure that residents are not solely responsible for repairing the wear and tear caused by visitors.

After risks and funding sources have been identified, destinations can prepare for growing tourist volumes in the following ways:

• Build and equip a tourism-ready workforce to deliver positive tourism experiences.
• Use data (gathered from governments, businesses, social media platforms, and other sources) to manage visitor flows.
• Be deliberate about which tourist segments to attract (business travelers, sports fans, party groups, et cetera), and tailor offerings and communications accordingly.
• Distribute visitor footfall across different areas, nudging tourists to visit less-trafficked locations, and during different times, promoting off-season travel.
• Be prepared for sudden, unexpected fluctuations triggered by viral social media and cultural trends.
• Preserve cultural and natural heritage. Engage locals, especially indigenous people, to find the balance between preservation and tourism.

How can the travel sector accelerate the net-zero transition?

Global warming is getting worse, and the travel sector contributes up to 11 percent of total carbon emissions. Many consumers are aware that travel is part of the problem, but they’re reticent to give up their trips: travel activity is expected to soar by 85 percent  from 2016 to 2030. Instead, they’re increasing pressure on companies in the travel sector to achieve net zero . It’s a tall order: the range of decarbonization technologies in the market is limited, and what’s available is expensive.

But decarbonization doesn’t have to be a loss-leading proposition. Here are four steps  travel companies can take toward decarbonization that can potentially create value:

• Identify and sequence decarbonization initiatives. Awareness of decarbonization levers is one thing; implementation is quite another. One useful tool to help develop an implementation plan is the marginal abatement cost curve pathway framework, which provides a cost-benefit analysis of individual decarbonization levers and phasing plans.
• Partner to accelerate decarbonization of business travel. Many organizations will reduce their business travel, which accounts for 30 percent of all travel spend. This represents an opportunity for travel companies to partner with corporate clients on decarbonization. Travel companies can support their partners in achieving their decarbonization goals by nudging corporate users to make more sustainable choices, while making reservations and providing data to help partners track their emissions.
• Close the ‘say–do’ gap among leisure travelers. One McKinsey survey indicates that 40 percent of travelers globally say they are willing to pay at least 2 percent more for carbon-neutral flights. But Skift’s latest consumer survey reveals that only 14 percent  of travelers said they actually paid more for sustainable travel options. Travel companies can help close this gap by making sustainable options more visible during booking and using behavioral science to encourage travelers to make sustainable purchases.
• Build new sustainable travel options for the future. The travel sector can proactively pioneer sustainable new products and services. Green business building will require companies to create special initiatives, led by teams empowered to experiment without the pressure of being immediately profitable.

What’s the future of air travel?

Air travel is becoming more seasonal, as leisure travel’s increasing share of the market creates more pronounced summer peaks. Airlines have responded by shifting their schedules to operate more routes at greater frequency during peak periods. But airlines have run into turbulence when adjusting to the new reality. Meeting summer demand means buying more aircraft and hiring more crew; come winter, these resources go unutilized, which lowers productivity . But when airlines don’t run more flights in the summer, they leave a lot of money on the table.

How can airlines respond to seasonality? Here are three approaches :

• Mitigate winter weakness by employing conventional pricing and revenue management techniques, as well as creative pricing approaches (including, for example, monitoring and quickly seizing on sudden travel demand spikes, such as those created by a period of unexpectedly sunny weather).
• Adapt to seasonality by moving crew training sessions to off-peak periods, encouraging employee holiday taking during trough months, and offering workers seasonal contracts. Airlines can also explore outsourcing of crew, aircraft, maintenance, and even insurance.
• Leverage summer strengths, ensuring that commercial contracts reflect summer’s higher margins.

How is the luxury travel space evolving?

Quickly. Luxury travelers are not who you might expect: many are under the age of 60 and not necessarily from Europe or the United States. Perhaps even more surprisingly, they are not all millionaires: 35 percent of luxury-travel spending is by travelers with net worths between $100,000 and $1 million. Members of this group are known as aspirational luxury travelers, and they have their own set of preferences. They might be willing to spend big on one aspect of their trip—a special meal or a single flight upgrade—but not on every travel component. They prefer visibly branded luxury and pay close attention to loyalty program points and benefits .

The luxury-hospitality space is projected to grow faster than any other segment, at 6 percent per year  through 2025. And competition for luxury hotels is intensifying too: customers now have the option of renting luxurious villas with staff, or booking nonluxury hotels with luxury accoutrements such as rainfall showerheads and mattress toppers.

Another critical evolution is that the modern consumer, in the luxury space and elsewhere, values experiences over tangible things (exhibit).

Luxury properties may see more return from investing in a culture of excellence—powered by staff who anticipate customer needs, exceed expectations, create cherished memories, and make it all feel seamless—than in marble floors and gold-plated bath fixtures. Here are a few ways luxury properties can foster a culture of excellence :

• Leaders should assume the role of chief culture officer. GMs of luxury properties should lead by example to help nurture a healthy and happy staff culture and listen and respond to staff concerns.
• Hire for personalities, not resumes. “You can teach someone how to set a table,” said one GM we interviewed, “but you can’t teach a positive disposition.”
• Celebrate and reward employees. Best-in-class service is about treating customers with generosity and care. Leaders in the service sector can model this behavior by treating employees similarly.
• Create a truly distinctive customer experience . McKinsey research has shown that the top factor influencing customer loyalty in the lodging sector is “an experience worth paying more for”—not the product. Train staff to focus on tiny details as well as major needs to deliver true personalization.

What’s the latest in travel loyalty programs?

Loyalty programs are big business . They’ve evolved past being simply ways to boost sales or strengthen customer relationships; now, for many travel companies, they are profit centers in their own right. One major development was that travel companies realized they could sell loyalty points in bulk to corporate partners, who in turn offered the points to their customers as rewards. In 2019, United’s MileagePlus loyalty program sold $3.8 billion worth of miles to third parties, which accounted for 12 percent of the airline’s total revenue for that year. In 2022, American Airlines’ loyalty program brought in $3.1 billion in revenue, and Marriott’s brought in $2.7 billion.

But as this transition has happened, travel players have shifted focus away from the original purpose of these programs. Travel companies are seeing these loyalty programs primarily as revenue generators, rather than ways to improve customer experiences . As a result, loyalty program members have become increasingly disloyal. Recent loyalty surveys conducted by McKinsey revealed a steep decline in the likelihood that a customer would recommend airline, hotel, and cruise line loyalty programs to a friend. The same surveys also found that airline loyalty programs are driving fewer customer behavior changes than they used to.

So how can travel brands win customers’ loyalty back? Here are three steps to consider:

• Put experience at the core of loyalty programs. According to our 2023 McKinsey Travel Loyalty Survey , American respondents said they feel more loyal to Amazon than to the top six travel players combined, despite the absence of any traditional loyalty program. One of the reasons for Amazon’s success may be the frictionless experience it provides customers. Companies should strive to design loyalty programs around experiential benefits that make travelers feel special and seamlessly integrate customer experiences between desktop, mobile, and physical locations.
• Use data to offer personalization  to members. Travel brands have had access to customer data for a long time. But many have yet to deploy it for maximum value. Companies can use personalization to tailor both experiences and offers for loyalty members; our research has shown that 78 percent  of consumers are more likely to make a repeat purchase when offered a personalized experience.
• Rethink partnerships. Traditionally, travel companies have partnered with banks to offer cobranded credit cards. But many credit card brands now offer their own, self-branded travel rewards ecosystems. These types of partnerships may have diminishing returns in the future. When rethinking partnerships, travel brands should seek to build richer connections with customers, while boosting engagement. Uber’s partnership with Marriott, for example, gives users the option to link the brands’ loyalty programs, tapping into two large customer bases and providing more convenient travel experiences.

In a changing travel ecosystem, travel brands will need to ask themselves some hard questions if they want to earn back their customers’ loyalty.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice . And check out travel-related job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

• “ Updating perceptions about today’s luxury traveler ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ The way we travel now ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ Destination readiness: Preparing for the tourist flows of tomorrow ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ How the world’s best hotels deliver exceptional customer experience ,” March 18, 2024, Ryan Mann , Ellen Scully, Matthew Straus, and Jillian Tellez Holub
• “ How airlines can handle busier summers—and comparatively quiet winters ,” January 8, 2024, Jaap Bouwer, Ludwig Hausmann , Nina Lind , Christophe Verstreken, and Stavros Xanthopoulos
• “ Travel invented loyalty as we know it. Now it’s time for reinvention. ,” November 15, 2023, Lidiya Chapple, Clay Cowan, Ellen Scully, and Jillian Tellez Holub
• “ What AI means for travel—now and in the future ,” November 2, 2023, Alex Cosmas  and Vik Krishnan
• “ The promise of travel in the age of AI ,” September 27, 2023, Susann Almasi, Alex Cosmas , Sam Cowan, and Ben Ellencweig
• “ The future of tourism: Bridging the labor gap enhancing customer experience ,” August 1, 2023, Urs Binggeli, Zi Chen, Steffen Köpke, and Jackey Yu
• “ Hotels in the 2030s: Perspectives from Accor’s C-suite ,” July 27, 2023, Aurélia Bettati
• “ Tourism in the metaverse: Can travel go virtual? ,” May 4, 2023, Margaux Constantin , Giuseppe Genovese, Kashiff Munawar, and Rebecca Stone
• “ Three innovations to solve hotel staffing shortages ,” April 3, 2023, Ryan Mann , Esteban Ramirez, and Matthew Straus
• “ Accelerating the transition to net-zero travel ,” September 20, 2022, Danielle Bozarth , Olivier Cheret, Vik Krishnan , Mackenzie Murphy, and Jules Seeley
• “ The six secrets of profitable airlines ,” June 28, 2022, Jaap Bouwer, Alex Dichter , Vik Krishnan , and Steve Saxon
• “ How to ‘ACE’ hospitality recruitment ,” June 23, 2022, Margaux Constantin , Steffen Köpke, and Joost Krämer
• “ Opportunities for industry leaders as new travelers take to the skies ,” April 5, 2022, Mishal Ahmad, Frederik Franz, Tomas Nauclér, and Daniel Riefer
• “ Rebooting customer experience to bring back the magic of travel ,” September 21, 2021, Vik Krishnan , Kevin Neher, Maurice Obeid , Ellen Scully, and Jules Seeley

Want to know more about the future of travel?

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These Will Be the Biggest Travel Trends of 2023, According to Experts

Expect off-beat food trails, breathtaking train rides, and "TV tourism" in 2023.

Regan is a freelance journalist with 10 years of experience writing about food, drinks, travel, and culture.

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While the pandemic compelled many Americans to stay closer to home over the last few years, it also prompted pent-up demand to see the world again. By some estimates , nearly two-thirds of Americans planned to travel in 2022, and in November, the TSA screened the most passengers since the start of the pandemic.

As the year comes to a close, it’s time to start planning (or at least dreaming about) new adventures . We asked travel and hospitality experts what to expect next year. From oyster trails to sustainable menus and immersive culinary experiences like chef-led crabbing expeditions, here are the biggest travel trends of 2023. 

Food Trails

“In North Carolina, we see a trend with destinations creating food trails, which direct travelers to authentic dining experiences that reflect local and regional flavors and culture. Recent examples include the N.C. Oyster Trail, a sustainability-focused initiative that builds on the growth in aquaculture and highlights the collaboration between innovative growers and talented chefs.” — Margo Metzger, public relations director of Visit North Carolina 

“As home of the 30-location O.C. Craft Beverage Trail, we are noticing an uptick in people interested in craft beverages. Our local craft beverage makers are serving a variety of beers, wines, spirits, and ciders; in venues ranging from repurposed warehouses to sprawling farms and everything in between. We can tell from check-ins along our craft beverage trail that people are traveling from out of state and making a day trip out of it.” — Amanda Dana, director of Orange County Tourism and Film

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“Throughout 2022 we have seen a rise in TV tourism, with fans flocking to our shores to experience first-hand the place where their favorite shows are being filmed including HBO’s The Gilded Age and Disney’s Hocus Pocus . Travelers can have one-of-a-kind experiences that transport them back in time.” — Evan Smith, president and CEO, Discover Newport

Traveling by Train

“Culinary tourism by train is on the rise, with immersive dining experiences that allow travelers to taste their way through a destination. Experiences range from individual rail excursions, such as nostalgic four-star dinner trains in the United States and a full-day food and wine immersion in Excellence Class aboard Switzerland's Glacier Express, to week-long cuisine and culture European rail vacations that marry authentic gastronomic experiences like cooking classes, market visits, and tastings at local wine estates with regional and high-speed rail journeys that connect each cultural capital.” — Todd Powell, co-founder and president, Vacations By Rail

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Frank Herfort / Getty Images

Immersive Food Experiences

“Our Hilton 2023 Trends Report revealed that nearly half of the travelers surveyed will be looking for more immersive and authentic cultural experiences next year – and one of the best ways to discover a new culture is by tasting their traditional fare or experiencing their drinking rituals. At Conrad Punta de Mita , for example, guests can visit an on-site agave tasting studio, which takes participants on a journey to really understand the region through the tastes and flavors of tequila and mezcal.” — Adam Crocini, SVP and global head, Food & Beverage Brands, Hilton

“People are taking advantage of the flourishing, native culinary options and agricultural products of a destination, whether sampling local fresh seafood or produce from a Massachusetts farm, restaurant, or culinary walking tour; uncovering the deeply rooted historic ties and traditions of in-state produced items such as craft beer and native cranberries; or curating trips around local harvests at one of over 80 Massachusetts orchard farms.” — Keiko Matsudo Orrall, executive director for the Massachusetts Office of Travel & Tourism

“We’ll see more deeply immersive experiences. I anticipate a number of F&B outlets to include heightened offerings, including cocktail classes at world class bars and cooking classes with world class chefs.” — Gabriel Sanchez, General Manager of Midnight Rambler in Dallas

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"I think we will see more chef-led and assisted tours of farms, boats or facilities in which travelers will see the entire life cycle of their food. For example, we would go crabbing in the morning, then go see the dairy farm where we source our butter, and go to the next farm to learn about the mushrooms that finish the dish. By spending an entire day with the chef, guests learn more about the components of each meal and the talented people that went into producing it. It gives a much deeper understanding of a region.” — Gregory James, executive chef of STARS restaurant at Inn at Perry Cabin in Maryland

“Today’s traveler is open to trying new flavors, and this is applicable to the Mexican spirits as well. Mexico has a huge variation and types of agave plants that translate in different types of distills — Sotol, Raicilla and Bacanora are earning their spots in great bars and menus. We are introducing a new menu that will allow our guests to discover other parts of Mexico, enjoying a great drink with these amazing distills.”  — Sergio de Landa, head mixologist at One&Only Palmilla in Los Cabos

“I’ve seen culinary collaborations take off in 2022, from cultural fusions and cannabis-infused menus to catch-and-cook encounters and intimate hangouts with food served in unorthodox venues.” — Amanda Cusey, reigning Louisiana Seafood Queen

“We’ve noticed that the visitors to our community really want an immersive experience. Obviously, immersion in our cuisine, but also immersion in our culture, our people, and our history.”. — Michael Dalmau, owner, Cinclare and Thibodaux in Louisiana

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Zero-Kilometer Food

"Sustainability will continue to be at the forefront of food and beverage in 2023, with not only more local and seasonal products sourced by the chefs, but also a growing trend of hotels and restaurants creating their own vegetable gardens and orchards to provide fresh organic food for their guests. Globally at Relais & Châteaux, among our 580 members, we have at the moment 300 kitchen gardens, 100 properties keep bees, and 55 are wine producers.” — Laurent Gardinier, president of Relais & Châteaux and co-owner of Domaine Les Crayères and Le Taillevent in France

“ Many of our chefs and mixologists have focused their creative time during the pandemic on establishing zero-kilometer sourcing – going beyond the basic edible flowers and herbs to growing seasonal vegetables and harvesting honey on property. For example, our executive chef at the Grand-Hôtel du Cap-Ferrat, Yoric Tièche, with the generosity of a local guest, established a cliffside terraced garden which now provides the lion’s share of his vegetables for our one-star Michelin restaurant, Le Cap. We’ve begun hosting private chef's dinners in what has now become one of the most epic destination dining settings in the world.”  — Kimberly Grant, global head of restaurants and bars, Four Seasons 

“The latest travel trend I expect to see more of in 2023 is vegetable-focused sustainable farm dinners. This is not just food from the farm served in a restaurant, but interactive farms where you can learn about how and what is growing, then create a menu based on the ingredients in that season.” — Ashley Abodeely, executive chef of NoMad London

“Guests are increasingly looking to have a connection to the land where produce is sourced, and the demand to visit farms or have an 'agrication' experience has grown exponentially.” — Michael Young, resort manager at Timbers Kauai at Hokuala in Hawaii

“The restaurants with zero-kilometer products, meaning ingredients obtained in the locality where the restaurants and environment cohabitate, will undoubtedly be the places preferred by travelers.” — Sergio Pérez Domínguez, executive chef at Mango Cocina de Origin at Casa Salles in Mexico

Zero-Proof Cocktails 

“Our chefs and mixologists are fully embracing the evolving lifestyle preferences of our guests. At many Four Seasons restaurants and bars, we have retreated from separate ‘upon request’ menus and are now integrating these dishes or beverages straight into our main menus, truly showcasing these items with an unsurpassed level of creativity and innovation.” — Kimberly Grant, global head of restaurants and bars, Four Seasons 

“The no-ABV trend continues to grow and is evolving past cocktails and onto our wine list with requests for by-the-glass options. We sourced a great zero-proof champagne, French Bloom, that’s quite popular at both Bemelmans and Dowling’s.” – Tony Mosca, Director of Food & Beverage at The Carlyle, A Rosewood Hotel in New York

“With many consumers reevaluating their relationship with alcohol, Visit Salt Lake is experiencing a pronounced expansion of non-alcoholic beverage offerings by expert mixologists in existing bars. This has given rise to mocktail-specific bars such as the Maven District’s Curiosity , a zero-proof bottle shop and bar.” — Kaitlin Eskelson, president and CEO, Visit Salt Lake, Utah 

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“Coffee and tea are leveling up and are not afterthoughts in many restaurants. Beverage programs expand beyond spirituous beverages and curate just as compelling NA experiences.” — Avishar Barua, chef and owner of Joya’s Café in Ohio

“Expect 2023 to see even more accelerated enthusiasm for low-ABV and alcohol-free beverages, not only in lodging but in commercial F&B. It’s its own category on menus, and hotel and resort bars are absolutely building the program out further..” — Brian Contreras, director of culinary operations, Miraval Resorts & Spas

 Upgraded Frozen Cocktails

“We’re seeing frozen drinks make a comeback – this time without alcohol and focusing on fresher ingredients and less high concentrate mixtures.” — Gilbert Bolivar, Director of Food & Beverage at Innisbrook Resort in Florida

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Spotlight on Regional Cuisine

“Guests are getting more and more interested in discovering dishes that are unique to a region's ingredients and preparation. For example, travelers will become increasingly more culturally aware of the differences in gastronomy from Oaxaca compared to the rest of Mexican cuisine, which is why the Mercados de Mexico tasting menu concept at our restaurant Mezcal is so popular with our guests." — Daniel Diaz, head of food & beverage, Montage Los Cabos in Mexico

"I believe 2023 will see regionality return. Being able to travel again, we’re no longer dependent on our food and drink traveling for us. Restaurants and bars across the county will be able to focus on the cuisine and style that makes them singularly amazing and lean into traditions and terroir driven inspiration." — Robin Wolf, co-owner of Highwater SLO in San Luis Obispo 

Zero-Waste Dining

“Getting creative and cross-utilizing foods is pertinent to mitigate food waste across the world – and it’s part of our culinary DNA. Our chefs will regularly experiment with banana peels to make plant-based bacon, convert potato peels into chips and garnishes, or even repurpose off cuts and trimmings to make mousses and rillettes, as well as using techniques like pickling, canning, and fermenting to extend product shelf life." — Ana Esteves, vice president of hotel operations, Lindblad Expeditions

“New for 2023, our guests will learn the importance of seasonal, local, zero-waste cooking. For example, we’ll source local mahi-mahi according to St. Barts fishing regulations, using every piece of the fish, including the roe to make our signature tarama; vegetable peels are used to make unique sauces and dressings, and anything that is not edible is composted leaving no waste behind. — Vincent Gomis, the head chef, AMIS at Le Barthelemy Hotel & Spa

Dramatic Dining

“If the last two to three years have shown us anything, it’s that people want to feel like they make the most of their time out and about. They want to be entertained. They want to be transported. Whether that’s from story-driven cocktail menus, inventive tableside service, or re-invented mash-ups or flavor combinations, we need to shift from traditional menu items and service to capture the theatrics and experience of dining out. A Japanese-Italian ramen carbonara in Philly? Sure! Koji-cured peppers in Milwaukee? Why not?” — Scott Gingrich, Kimpton SVP of Restaurant and Bars

"Diners want more than a good meal; they want to experience something memorable and authentic." — Patrick Allard, food and beverage director for Grand Adirondack Hotel in New York

“Social distancing, though now behind us, has created an allure for immersive experiences, and tableside service is one of those. Venues will seek opportunities to integrate experiential moments tableside, whether with tartar or martinis or beyond.” — Jonathan Knudsen, principal, Concrete Hospitality Group

Anastasiia Krivenok / Getty Images

All-Inclusive Resorts with Really Good Food

"I foresee an uptick in all-inclusive resorts going above and beyond with their culinary offerings. Now more than ever, travelers are looking for value in their bookings. When the destination can not only offer world-class service and activities, but also a robust culinary program, the perception of value is heightened, and the overall experience is elevated.”  — Brandon Cunningham, chef at the green-o in Montana

Technology-Enhanced Dining

“More and more, we’re finding ways to incorporate technology within our everyday experiences. At BACÁN, we have a robot server named Rosie. I think we’ll be seeing even more tech enhancements going into 2023. Think augmented reality garnishes that bring cocktails to life via a mobile app or smart coaster. The ‘garnishes’ will showcase the stories behind the cocktails and offer Instagram-worthy moments for guests.” — Guillaume Robin, executive chef at Lake Nona Wave Hotel in Florida

More Food Tours

“Culinary tourism is on the rise around the world, and Montréal is certainly no exception. The city is home to a thousand and one possibilities for food tours, with flavors that transform and evolve with the changing seasons." — Yves Lalumière, President and CEO of Tourisme Montréal

“More and more, travelers are prioritizing culinary experiences during their getaways, with vacationers seeking to immerse themselves in a destination by sampling local, authentic fare unique to that area. Travelers can truly uncover a country’s culture and history through its food on Explore Worldwide’s new Food Adventures tours by tasting the delicious produce, visiting markets, sharing meals with locals, and even having a go at preparing dishes themselves.” — Michael Edwards, managing director, Explore Worldwide  

RELATED : France Has a Gourmet Food Trail That Runs From Dijon to Marseille

"Food is an integral part of culture, and our clients are demanding this aspect of travel more now than ever before, I only see this demand growing into 2023 as travelers shift their preferences for tours of the Louvre to foodie tours in Montmartre.” — Kaleigh Kirkpatrick, founder of luxury travel agency The Shameless Tourist  

Nostalgic Flavors

“Retro flavors are making a comeback; think comfort foods like creamy rice pudding and classic sticky date sponge. Our philosophy is that slow food is good food, and we are seeing that more and more with guests, too!” — David McCann, executive chef at Dromoland Castle in Ireland 

Related Articles

Join Us for Our 2024 Event

Skift megatrends registration.

There are a limited number of seats available for the London event.

January 11, 2024

Group tickets £65

Welcome to Skift Megatrends 2023.

We are excited to present to you the 10th version of our annual megatrends. This undertaking is our largest collective editorial project of the year, the result of hundreds of hours of work that starts with initial planning back in early summer. Skift editors and researchers don’t take our trends lightly, putting the ideas through rigorous self-examination and batting down those that don’t feel completely fresh and cutting-edge.

As always, we offer a wide-ranging set of topics that we hope will guide you in your businesses in smarter ways for 2023 and beyond. We’ve had a pretty good record of being prescient with our big-picture trends. This year, from blended traveling to the potential for generative AI, to India’s reordering of travel, to name just three of our 16 trends, we weigh in across most sectors with forward-thinking ideas that we are confident will come to fruition.

Even as we all return to a more vital pace of traveling, the pandemic continues to leave its legacy on the industry in both challenging and positive ways. Here’s hoping our current megatrends will help you navigate and succeed through this new landscape. — Tom Lowry, Skift Editor-in-Chief

The Anywhere Traveler Puts New Destinations on the Map

India Becomes the New China in the Reordering of Asia Travel

Travelers Learn to Live With Permanxiety

Climate Impact Moves From Marketing to Operations

Big Banks Chase a Bigger Piece of the Travel Market

Blended Travel Comes of Age

Q&A: Short-Form Video Is Now a Must-Have for Destination Marketers

Price Transparency in Short-Term Rentals Will Catch Fire

Border Bottlenecks Widen Travel’s Divide

Tour Operators Embrace the Long-Elusive Software Solution

Q&A: Destinations Double Down on Nature and Culture to Attract Luxury Travelers

The Changing Face of Human Capital in Travel

Q&A: Why Wellness and Sustainability Now Go Hand in Hand

TikTok Chips Away at Google’s Dominance in Travel Discovery

A New Super Luxury Goes a Step Further

Planners Embrace Transformational Experience-First Events

Q&A: Putting Customer Care at the Heart of the Travel Experience

Travel Marketing Poised for Reboot From Generative AI

Q&A: Preparing for the Age of Artificial Intelligence in Travel

Airline Revenue Success Comes With Cost Distress

Hotels Make Emotion The New Brand Standard

Q&A: Timeshare 2.0 – Redefining Shared Vacation Ownership for a New Generation

Watch sessions from the new york city event.

Recorded live on January 10, 2023.

Understand 2023 Trends First

Subscribers to Skift Pro get unlimited access to our in-depth reporting, exclusive interviews, and breaking news coverage to make decisions and get ahead of competitors.

Edited by Tom Lowry

Art Direction by Matt Heidkamp and Bea Tagliaferri

Design by Matt Heidkamp, Bea Tagliaferri, Taylor Slattery, Aishwarya Agarwal, and Romel Manicdao

These Trends Will Define How We Travel in 2023

From the economy to the environment, from health and wellness to food and friends, these factors are influencing how we travel the world this year..

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Instead of following the White Lotus fans to Sicily this year, why not head to Italy’s Polignano a Mare, which topped Booking.com’s list of most welcoming cities in the world.

Photo by Vincenzo de Simone/Unsplash

When we look at 2023, several factors will shape how we travel this year. Of course, there’s the economy and concerns about a possible recession. Add to that the rising cost of, well, just about everything due to inflation, and travelers are keeping closer tabs on their spending. But financial concerns aside, consumer surveys indicate that after nearly three years of being hampered by the pandemic, travelers aren’t holding back and are planning and booking trips with a vengeance this year.

As they plan their adventures, people are also looking to reconnect—with friends, family, and the world. And as they travel through that world, they are doing so with greater awareness of their impact on it. Health, wellness , and food are also top of mind as we think more intently about our mental health and overall well-being .

Given all of that, these are the six trends that will define how we travel in 2023.

In search of lesser-known locales

Booking.com rated Hualien City on the east coast of Taiwan as one of the world’s most welcoming cities.

Photo by Su San Lee/Unsplash

Travelers are ditching beaten paths for alternative, under-the-radar destinations. Whether it’s due to a heightened awareness of the worrying effect overtourism is having on some of the world’s most visited places, or to simply wanting to unearth a destination that feels fresh, new, and unique to the discoverer, either way, travelers in 2023 will be flocking to hidden gems. Think Lyon over Paris for food lovers and volcanic hikes in the Azores instead of Hawai‘i. According to Skift Research , 70 percent of millennials and Gen Zs report that they will be seeking travel experiences their family and friends haven’t heard of.

Airbnb’s “anywhere” searches—just add dates and the number of guests for far-flung suggestions—and filters for lodgings labeled off-the-grid, shepherd’s huts, and “OMG!” are tools that can help explorers find that next travel surprise. Another way to search for alternative destinations is through Booking.com’s new list of the world’s most welcoming cities (based on hotel and transit reviews), which includes an intriguing lineup of places such as Polignano a Mare, Italy; Hualien City, Taiwan; and Klaipeda, Lithuania.

Wellness that focuses on the healing benefits of nature

Forestis, a boutique wellness lodge in Italy’s Dolomites, channels ancient forest reverence.

Photo by Jeremy Austin/Forestis

The pandemic sent travelers fleeing to the wilds—or at least local parks—for solace in naturally socially distanced settings, while also triggering a new appreciation for the physical and mental health benefits of switching off and smelling the roses. We’ve come to recognize that nature is not just a pretty view, but a soul-restoring, endorphin-eliciting, stress-relieving outlet. Consequently, biophilic—or nature-loving—design can be found everywhere from the future Pittsburgh International Airport expansion , where baggage claim connects to outdoor gardens, to Ambiente, a Landscape Hotel in Sedona, opening this month with accommodations in 40 glass-walled cubes for maximum immersion in Arizona’s high desert.

Forest bathing , a practice that derives from the Japanese shinrin-yoku , or meditative walks in nature, and actual bathing are being integrated into back-to-basic wellness treatments and experiences . Commune with nature at Forestis , a boutique wellness lodge in Italy’s Dolomites, which channels ancient forest reverence in its Druid-inspired Wdya movement techniques , and alternate between hot pools, cold dips, and sauna visits at the new World Spa in New York City, a true urban sanctuary.

The rise of the thrifty traveler

Why buy brand-new gear when you can rent or buy gently used equipment for camping and other gear-intensive outdoor adventures?

Photo by Cristofer Maximilian/Unsplash

Whether it’s the pinch of an inflationary economy, a green rejection of consumerism, or the only way to slake wanderlust, travelers will venture boldly with smaller budgets. The virtues of thrift have already shown up in the stats on resale clothing—the secondhand apparel market is projected to grow three times faster than retail by 2026, according to the online reseller ThredUp . Travelers can now buy used Patagonia ski jackets at recent online startups like Out&Back Outdoor , rent camping equipment rather than buying it through outfitters like Arrive Outdoors , and see the world at bargain rates through growing hostel-meets-coworking brand Selina . In a survey, Hotels.com found nearly a quarter of global travelers plan to be more frugal in 2023.

Travelers will have more ecofriendly options

We can expect to start seeing more electric vehicles being offered by rental car agencies this year and beyond.

Photo by Michael Fousert/Unsplash

In 2023, the travel industry is finally starting to walk the talk on its climate goals. The vast majority of consumers (90 percent) are now looking for sustainable options when traveling, according to a survey of 11,000 global travelers conducted last year by Expedia Group Media Solutions. Half said they would pay more to take a sustainable trip. That’s a sizeable demand, and the industry is finally (really) working to meet it. Actors like England-based room2 hotels are modeling innovations like “whole life net zero” that accounts for emissions during construction and eventual demolition. Big-player Marriott International plans to implement a search filter for its hotels this year to identify those that are sustainable. G Adventures publishes a “ripple score” for each trip based on the amount of money that stays in a destination, which factors in things like local sourcing for food.

J. D. Power, which surveys consumers on rental car satisfaction, predicts that car rental agencies will offer more electric vehicles this year, in part responding to governmental financial incentives and in part to appeal to more environmentally focused renters. Decarbonizing aviation remains a more distant goal—the waste-oil-derived sustainable aviation fuel (SAF) is key to making the industry net-zero carbon-producing by 2050, but greater investment in the technology is needed. Although airlines like Swiss are modeling hydrodynamic fuselage skin to reduce drag, and we will surely continue to see a parade of innovations in air travel. Actions like France’s ban on domestic flights that are 2.5 hours or less are pushing more people to train travel , a better environmental option.

Vacation homes with chef-worthy kitchens

Book a vacation rental and let your inner chef shine.

According to the World Food Travel Association , more than half of leisure travelers are food travelers, keen to experience food tours, cooking classes, winetastings, craft breweries, and local markets. All that provisioning from markets and wineries has led to increased demand for vacation homes to feature deluxe kitchens.

In a recent report, vacation rental company Vrbo found more than half of travelers seeking rentals with friends or family say cooking amenities are the most important criteria—often as a way to trim costs and to bond as a group. Airbnb’s new filter for “chef’s kitchens” turns up results like a Wisconsin lake estate with Viking kitchen appliances and a Spanish villa-style home in downtown Avila Beach along California’s Central Coast with a massive and airy gourmet kitchen. Vrbo said its top in-demand cooking amenities include outdoor kitchens, pizza ovens, and on-site gardens with fresh produce.

Hotels are creating unique spaces for gatherings and celebrations

Larger groups can book adjoining apartments at the Bode Nashville.

Courtesy of Bode

In its 2023 trends report, Hilton noted a rise of intimate group travel to celebrate milestones regardless of the date; think a 40th birthday–level celebration but on your 42nd birthday. Travelers still have a lot of making up to do in 2023, and while vacation rentals often ban parties, hotels are creating spaces within their properties carved out specifically for small groups of family or friends to gather and celebrate.

“COVID expanded multigenerational travel to include any kind of group, and hotels are finding ways to encourage those connections by creating floors that can be totally closed off,” says Jack Ezon, the founder of the luxury travel agency Embark Beyond in New York City. The Atticus Hotel in Oregon’s Willamette Valley wine region reports booming business for its five-bedded Bunkhouse room . Bode hotels in Nashville and Chattanooga were designed with friends in mind with adjoining apartments. And groups of four can take a shared dorm room at The Pad in Silverthorne, Colorado.

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Travel trends for 2024

Excited to get your 2023 travel plans going? Same. We’ve crunched the numbers on what we think will be the top trends in travel for next year – because what’s the point of having all this travel data if we don’t share it? From the most affordable destinations to those places we think will be “in,” these are the travel trends you need to know for the year ahead.

Trending destinations.

When it came to 2022 trips, travelers were more than ready – destinations around the country and the world saw tourism coming back. The emergence of “revenge travel” was also too real and there are no signs of it stopping in 2023. So where is everyone headed this year? We’ve got a few educated guesses.

Region of the year: Asia and South Pacific.

Snapshots in London, Paris and the Amalfi Coast flooded our feeds in 2022 as US travelers were returning to travel. In 2023, we expect to see travelers branch out to destinations in Asia and the South Pacific. Based on our data, here are the places that we anticipate will generate buzz:

Top 10 trending destinations for 2023

• Ho Chi Minh City, Vietnam : Searches were up 769% year over year
• Taipei City, Taiwan : Searches were up 289% year over year
• Auckland, New Zealand : Searches were up 272% year over year
• Singapore : Searches were up 201% year over year
• Hong Kong : Searches were up 190% year over year
• Melbourne, Australia : Searches were up 167% year over year
• Bangkok, Thailand : Searches were up 166% year over year
• Tokyo, Japan : Searches were up 150% year over year
• Sydney, Australia : Searches were up 145% year over year
• Tel Aviv, Israel : Searches were up 134% year over year

Our takeaways: Travelers will be flocking to bucket list destinations in Southeast Asia, Australia and New Zealand in 2023, likely because these destinations have (finally) re-opened to visitors. Already have your eyes on flights? We’ve got new data on when to book – keep scrolling for the details.

*KAYAK US considered round-trip, economy flights for search dates 1.1 – 11.20.2022 and travel dates 1.1-12.31.2023. To find year over year percent change, the same search dates in 2021 and travel dates in 2022 were considered. Search volume thresholds were utilized, and destinations were excluded based on insufficient search volume.

Which places are cheaper? You’re getting warmer…

Skipped out in 2022 because of audacious flight prices? We hear you – fares this past year were out of control (which might bleed into 2023 too… but more on that later). That’s why we took a look at our numbers to see which destinations are seeing the biggest dips in flight prices:

Destinations trending cheaper vs. last year

• Melbourne, Australia : 10% YoY price decrease in airfare
• Bora Bora : 9% YoY price decrease in airfare 
• Copenhagen, Denmark : 8% YoY price decrease in airfare 
• Sydney, Australia : 2% YoY price decrease in airfare
• Fiji : 2% YoY price decrease in airfare 

Destinations trending cheaper vs. 3 years ago

• Warsaw, Poland : 10% Yo3Y price decrease in airfare
• Bora Bora : 8% Yo3Y price decrease in airfare
• Mykonos, Greece : 7% Yo3Y price decrease in airfare
• Lisbon, Portugal : 4% Yo3Y price decrease in airfare
• Bogotá, Colombia : 2% Yo3Y price decrease in airfare

Our takeaways: You might have noticed that Melbourne and Sydney are also on the top-trending destinations list. While flights there are generally expensive, 2023 will see lower-than-usual prices… so this could be your time to plan a trip “down unda.” Additionally, if you’ve had your eyes on Bora Bora, our numbers show flights there are less pricey than they’ve been in years.

*KAYAK US considered round-trip, economy flights for search dates 1.1 – 11.20.2022 and travel dates 1.1-12.31.2023. To find year over year percent change in airfare, the same search dates in 2021 and travel dates in 2022 were considered. To find year over 3 year percent change in airfare, the same search dates in 2019 and travel dates in 2020 were considered. Search volume thresholds were utilized, and destinations were excluded based on insufficient search volume.

Staying within a budget? Here’s where to go.

For flights that don’t drain your bank account, we’d recommend a city adventure that’s closer to home. Based on our data, airfare to these popular destinations in and around the US are where you can see more… for less:

Destinations around North America seeing the lowest fares on average

• New York, NY, US : $337
• Chicago, IL, US : $343
• Austin, TX, US : $360
• Atlanta, GA, US : $363
• Houston, TX, US : $365
• Nashville, TN, US : $365
• Guadalajara, Mexico : $369
• Toronto, Canada : $375
• Raleigh, NC, US : $375
• Fort Lauderdale, FL, US : $376

Want to make use of your recently-renewed passport without paying a hefty price? It’s possible – based on our data, here are some places to consider for international travel on a budget in 2023:

Destinations outside of North America seeing the lowest fares on average

• Bogotá, Colombia : $534
• Medellín, Colombia : $542
• Guayaquil, Ecuador : $642
• Lima, Peru : $691
• Lisbon, Portugal : $708
• Quito, Ecuador : $712
• Reykjavik, Iceland : $718
• Warsaw, Poland : $747
• Copenhagen, Denmark : $749
• Krakow, Poland : $766

Our takeaways: For those staying closer to home in 2023, we recommend pursuing popular cities in the US, Canada and Mexico. For international excursions, consider flying to destinations in South America and Northern Europe to stay under $800.

*KAYAK US considered round-trip, economy flights for search dates 1.1 – 11.20.2022 and travel dates 1.1-12.31.2023 with the lowest average airfare. Search volume thresholds were utilized, and destinations were excluded based on insufficient search volume.

Flight trends.

The searches continue..

Inflation made its mark (or… dent) in 2022 – and many of us have felt that effect on our budgets. But travelers have continued to search for flights… even if it means shelling out more money than usual. Based on our numbers, here are 3 things we noticed about search behavior and what these trends could mean for 2023:

• Interest in travel isn’t going anywhere. It’s clear travelers aren’t willing to sacrifice their long-awaited vacations. Both domestic and international flight searches are up for 2023 compared to 2022 (25% for domestic and 64% for international).*
• Solo travel is on the rise. Travelers are ready to find themselves (and their new favorite destinations). Searches for single-person flights are up 36% for travel in 2023 compared to 2022.**
• Wanted: more legroom. Travelers are looking to upgrade. Though all flight classes are seeing an increase in search interest, one class got more attention: premium economy. Searches for these seats are up 64% for travel in 2023 compared to 2022.***

Our takeaways: Flight searches in 2022 for travel in 2023 were up 46% versus searches in 2021 for travel in 2022 – which could be telling for travel demand in 2023. Travelers continue to plan trips both domestically and abroad, with no signs of stopping. 

*KAYAK US considered round-trip, economy flights for search dates 1.1 – 11.20.2022 and travel dates 1.1-12.31.2023. To find year over year percent change, the same search dates in 2021 and travel dates in 2022 were considered. 

**KAYAK US considered round-trip, economy flights for one traveler for search dates 1.1 – 11.20.2022 and travel dates 1.1-12.31.2023.

***KAYAK US considered round-trip flights for different airfare classes for search dates 1.1 – 11.20.2022 and travel dates 1.1-12.31.2023.

Airfare prices are reaching for the sky.

We won’t sugarcoat it – the increase that we saw in 2022 for flights will likely carry over into 2023. Does that mean we’re going to stop traveling? Absolutely not – especially since we have the data to help ease the burden of heftier prices. Based on our numbers, here’s what you can expect for trends in flight prices:

• Higher demand = higher prices. With more search interest comes bigger price tags. Both domestic and international flight prices are up in 2023 compared to 2022 (52% for domestic and 29% for international).*
• These are the regions with the lowest increases. Flights from the US to destinations around the world will see an increase in price for 2023 trips. That being said, flights to the South Pacific (+3%) and Europe (+10%) will see the smallest price increases.*
• Fly out mid-winter. Both domestic and international trips are expected to see price increases through June, so you may save if you take trips earlier in the year. This is especially true for trips abroad – prices for international flights departing in February dip 8%, making this month a great time to travel.*

Our takeaways: Searches show that the demand for travel is there – and even though flight prices continue to soar (up 52% for domestic and 29% for international), this doesn’t seem to be stopping US travelers from getting away.

*KAYAK US considered round-trip, economy flights for search dates 1.1 – 11.20.2022 and travel dates 1.1-12.31.2023.

The best days to book for a better price.

There’s never a straight answer to the age-old question: when is the best time to book flights for the best possible deal? That’s because the data is always changing. As far as when to book in 2023, we have multiple answers. Based on our numbers, here’s what to expect:

• Leave on these days of the week. Yet another reason to love Thursdays and Fridays: because they may offer cheaper prices on airfare*. Our historical data shows that the lowest flight prices can be found if you book your departing flights on one of these days.
• This is when people are traveling. Travelers really take advantage of that extended holiday time off – our historical data shows that December is when travelers take the longest trips. This data also shows that the largest number of trips are taken during June and July*.
• Trips are being booked in advance. Both domestic and international flight booking windows increased compared to 2021 (9% for domestic and 7% for international). Domestic flights were booked 42 – 46 days in advance and international flights were booked 62 – 66 days in advance, respectively.*

Our takeaways: Opt for flights that leave on Thursday or Friday for a better deal and avoid booking trips during the busier months of June and July if you can help it. Booking your flights in advance also would be wise. In fact, here’s when to book your flights based on your destination:

*KAYAK US historical data was considered for flight search dates 1.1.2022-11.20.2022 for travel dates 1.1.2022-12.31.2022.

Hotel trends.

Lots of up and down..

Flights may have their inflation moment next year, but that doesn’t mean that hotels are following suit – it all depends on where you’re going. More travelers are searching for international hotels, meaning that domestic travelers are likely visiting more destinations where they already have a place to stay. Wondering what that means for nightly rates? Based on our numbers, here’s what to expect when finding a place to stay in 2023:

• Opposites attract. The data for domestic vs. international stays are pretty opposite. While searches for domestic hotels decreased 5% YoY and nightly rates increased 8% YoY, searches for international hotels increased 4% YoY and nightly rates decreased 6% YoY.*
• Staying local? Head west. Looking at the locations with more affordable options, the West dominates with generally lower nightly rates. If you’re looking to stay in and around the US for less, you may find the best hotel prices in Northwest and Southwest locations.*
• International places with good prices. Going along with the theme of trending destinations, the international locations where you’ll find stays with reasonable rates are in Asia, the South Pacific and Europe. Many of these international rates rival those located in the States.*

Our takeaways: Travelers are searching less for domestic stays and more for hotels abroad. Domestic nightly rates have increased slightly – making them around the same price point as international nightly rates, which have decreased slightly. 

*KAYAK US considered standard, double occupancy hotel searches between 7.1.2022 and 11.20.2022 for travel dates 1.1.2023-12.31.2023.

Where to stay for less.

No matter where you’re looking to stay, nightly prices for hotels and rentals aren’t seeing huge increases in rates. For both domestic and international stays, travelers could expect to pay under $220 a night depending on where they’re headed. Based on our numbers, here are destinations with affordable accommodations:

Destinations around North America with the lowest rates*

• Ocean Shores, WA, US : $153/night
• Portland, OR, US : $161/night
• Cody, WY, US : $169/night
• Mexico City, Mexico : $190/night
• Reno, NV, US : $190/night
• Salt Lake City, UT, US : $192/night
• Toronto, Canada : $202/night
• Houston, TX, US : $205/night
• San Antonio, TX, US : $212/night
• Denver, CO, US : $214/night

Destinations outside North America with the lowest rates*

• Ho Chi Minh City, Vietnam : $105/night
• Bangkok, Thailand : $124/night
• Berlin, Germany : $143/night
• Lisbon, Portugal : $153/night
• Seoul, South Korea : $162/night
• Madrid, Spain : $172/night
• Istanbul, Turkey : $176/night
• Athens, Greece : $176/night
• Auckland, New Zealand : $180/night
• Cartagena, Colombia : $182/night

Our takeaways: The majority of destinations around North America with affordable nightly rates are what we’d consider “outdoorsy” – great for the traveler looking to get outside. International destinations with affordable hotels overlap with regions that may see the lowest increase in airfare prices, which could mean spending less overall to visit a bucket list destination, despite the general rising cost of airfare.

*KAYAK US considered standard, double occupancy hotel searches between 7.1.2022 and 11.20.2022 for travel dates 1.1.2023-12.31.2023. Search volume thresholds were utilized, and destinations were excluded based on insufficient search volume.

Rental car trends.

The demand for rental cars is going down.

When it comes to search interest and prices, rental cars are in a league of their own. This past year was still a little chaotic for those looking for a ride – especially with residual demand and lack of inventory left over from 2021. With many of these issues in the rearview (we hope), we expect to see rental car searches and rates start to level out. Based on our numbers, here’s what you can expect to see for rental cars over the next year:

• There’s more interest abroad. Domestic rental car searches are down 21% YoY, whereas international searches are up 41% YoY.*
• Drivers know what they want. What do they want? Some want luxury – searches for luxury car rentals are up 25% YoY. Others want something more sustainable – searches for electric car rentals increased 136% YoY.*
• This car won the popularity contest. By “this car” we mean this particular type, which was the most popular class of car among renters in 2022. Compact cars took the top spot in 2022, which could spell out more interest in these types of rentals in 2023.*

Our takeaways: There is less demand for rental cars in 2023 (-3%) compared to 2022. For those who are seeking rented rides, specific classes of cars are all the rage, including EVs – which could continue into the next year, since prices at the pump are still higher than usual. 

*KAYAK US considered rental car searches between 7.1.2022 and 11.30.2022 for travel dates 1.1.2023-12.31.2023. For YoY comparison of car categories, the same search dates in 2021 and the same travel dates in 2022 were used. 

Rental prices are matching search energy.

Search interest isn’t the only thing that’s going down – rental prices also saw decreases over the past year. Though average daily rates for domestic car rentals are down 7% YoY, average daily rates for international rental car have risen 12% YoY, matching the increased search interest for international rental cars (up 41% YoY). Based on our numbers, here are destinations where drivers can expect lower average daily rental rates:

Destinations around North America with rental deals*

• Cancun, Mexico: $37/day
• Aruba: $58/day
• Miami, FL, US: $59/day
• Fort Lauderdale, FL, US: $63/day
• Los Angeles, CA, US: $64/day
• San Jose, CA, US: $66/day
• San Diego, CA, US: $67/day
• Tampa, FL, US: $68/day
• Boston, MA, US: $68/day
• Santa Ana, CA, US: $69/day

Destinations outside North America with rental deals*

• Bangkok, Thailand: $37/day
• Málaga, Spain: $43/day
• San José, Costa Rica: $45/day
• Cape Town, South Africa: $49/day
• Liberia, Costa Rica: $51/day
• Athens, Greece: $53/day
• Madrid, Spain: $57/day
• Frankfurt, Germany: $59/day
• Lisbon, Portugal: $59/day
• Auckland, New Zealand: $59/day

Our takeaways: Rental rates as a whole are dropping it low(er), with a total 5% YoY decrease in daily rates compared to those in 2022. For the best deals in and around the US, travelers will find the cheapest rentals located in California and Florida. For international car rentals, travelers can expect to pay less than $60 a day at the most affordable destinations. 

*KAYAK US considered rental car searches between 7.1.2022 and 11.30.2022 for travel dates 1.1.2023-12.31.2023. For year over year percent change, the same search dates in 2021 and travel dates in 2022 were used. Search volume thresholds were utilized, and destinations were excluded based on insufficient search volume.

That was… a lot of information, even for  data geeks like us. If there’s one thing we took away from all these insights, it’s that rising costs won’t keep travelers from seeing the world. Remember, we always have tools and tips to help you navigate these pricey times, pursue those dream destinations and carpe that diem. Sign up to receive our weekly newsletters to get more on the latest travel trends and information (but they’re never as long as this post, we promise).

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Adding these destinations to my bucket list right now.

With the new year around the corner, it’s never too soon to start thinking about your 2023 plans. A new year means new goals, and something you could be manifesting for yourself is a big vacation. Whether you’re someone with a suitcase always half packed and ready-to-go, or your passport has never been touched before, you’ll still want to know the biggest 2023 travel trends and predictions from the industry’s top experts.

Similar to how 2022 was full of spontaneous trips and vlog-worthy adventures, 2023 has its own vibe and travel trends everyone will be wanting to follow. These 2023 travel trends are influenced by different factors like budgets and lifestyles. For instance, many people are working remotely nowadays, which means you can work from just about anywhere in the world. A hybrid work vacay could be the easiest way for you to see everything on your bucket list without having to sacrifice your PTO. There has also been a shift from rental homes back to hotel accommodations to avoid clean-up costs and the stress of having to deal with certain hosts, which will definitely play into how people travel in 2023.

Elite Daily tapped 10 travel experts from Lonely Planet, National Geographic, American Express Travel, EF Ultimate Break, and more to share their their travel predictions for 2023, and here is everything you should consider before booking your first plane ticket for the new year.

01 Ditch Rentals For Hotels

While you can’t pass up a one-of-a-kind stay on Airbnb, the President and CEO of Refined Hospitality , Ron Gorodesky, believes that hotel accommodations will take over in 2023. Gorodesky says, “[T]ravelers are looking for freestanding home alternatives with all the service of a traditional hotel.” Instead of having to do dishes or throw your towels in the wash on your final day to avoid additional fees, you can just stay in a hotel that feels like a unique rental stay.

One of these options is Refined’s River House at Odette’s in Pennsylvania. You could also find a hotel that’s all-inclusive, so you not only avoid extra fees but also receive tons of amenities as well.

02 Go On Extended WFH Stays

Stephen Arthur, the Director of Leisure Sales at Timbers Resorts , shared that “due to increasing remote work,” Timbers is seeing more guests choosing to go on trips with an extended stay. Instead of just taking the weekend to visit, you can spend an entire week or even longer in your dream destination, exploring when you’re off the clock.

03 Travel With Your Family

Another trend that Arthur says will be big in 2023 is multi-generational traveling. While you may want to go places with your partner or bestie, “family travel is expected to rise by nearly 25% annually.” You want to share these once-in-a-lifetime trips with the people you love the most, so it makes sense to go old school with a family vacay.

04 Choose Outdoor Adventures

It seems the adrenaline rush isn’t over in 2023. Similar to how high adrenaline excursions and outdoor adventures were a travel trend in 2022, National Geographic ’s Senior Editor, Amy Alipio, also sees 2023 as a big year for adventure. Some recommendations include off-the-beaten-path spots like Choquequirao in Peru, going bungee jumping in New Zealand, or hiking in Austria. If you rather stay close to home, Utah has hiking, camping, and river rafting.

05 Keep Conservation In Mind

Alipio also sees community as a big trend that focuses on conservation and sustainable tourism. This means that, along with taking away memories, you’re also giving something back to the community you’re visiting. That could mean getting to know the culture or contributing to the economy in positive ways. Alipio suggests visiting the Dodecanese Islands in Greece, checking out some breweries in Milwaukee , or taking a train through Laos .

06 See Natural Wonders

If you enjoy the outdoors but aren’t looking for an adrenaline rush, Alipio also says that visiting to see natural wonders is a travel trend next year. While bioluminescence was huge in 2022, you’ll want to “marvel at the biodiversity of Botswana ” in 2023. Foodies may want to check out the gastrotourism in Slovenia that takes you to different farms and cheesemakers as you bike around. There are also plenty of national parks and natural wonders like the Northern Lights that should be on every traveler’s to-do list.

07 Maximize Your Trip To Mexico

On the top of American Express Travel’s list of places to visit is Mexico City . While you can make your trip your own, they shared an itinerary that packs every minute of your trip with something memorable to do, like strolling through San Angel's Saturday Bazaar and visiting art galleries. While in Mexico, Nat Geo also suggests visiting the Revillagigedo National Park for both checking off the nature sights and sustainable tourism from your list.

08 Unwind For Your Mental Health

Sure, vacations are about experiences and making new memories, but they’re also for relaxation. American Express Travel reports that 89% of their respondents are looking to escape their day-to-day routine while “74% plan to travel more in 2023 for their wellbeing.” Lonely Planet suggests beachy locations like Halkidiki in Greece or Jamaica as options while American Express travel has stress-free itineraries planned to the Florida Keys and Fiji . Even an all-inclusive stay at a resort is a great way to relax, just as long as it’s not at a White Lotus Resort.

While a traditional trip is always welcome, Hotels.com also shares that 60% of Millennials are hoping to take “alternative wellness getaways” in 2023. Get creative with non-traditional activities like forest bathing or staying in a Whitepod in Switzerland .

09 Splurge On Your Bucket List Getaway

American Express Travel also reports that 74% of their respondents are planning to spend more next year on their travel plans. They may even sacrifice their budget for upgrades and amenities like late checkout. Since 70% of people also want to go on new adventures and check off their bucket list, this may be your sign to finally go on that one expensive trip to your dream destination.

Michelle McNeice, the Vice President of Marketing at EF Ultimate Break , shared with Elite Daily that many Gen Zers are planning to go all out: “Call it ‘revenge travel’ or ‘the semester abroad that COVID cancelled,’ Gen Z is embracing adventure and taking on their bucket lists with extended trips across multiple cities.”

You could go on an Emily in Paris- inspired trip to Paris or immerse yourself in everything that Portugal has to offer . Now that their borders are open to tourists, take that wanderlust trip to Japan or go on a month-long European Summer that gives you “more experiences, more core memories.”

10 Eat Around The World

Foodies will be excited to know that Lonely Planet has also released their list of the best places to eat in 2023. Of course, Italy — more specifically Umbria, Italy — tops the list. Sip on some wine while snacking on Italian truffles, prosciutto, and fine cheeses. Lima, Peru is also a must for anyone with an appetite. They have everything from ceviche to Peruvian doughnuts, Picarones. Other foodie spots include Fukuoka in Japan, South Africa, and Montevideo, Uruguay.

11 Travel Around Asia

As mentioned, Japan is way easier to travel to now as a tourist. McNeice also shared that all of Asia is going to be a big travel destination in 2023. “Travel is all the way back, and Gen Z and Millennial travelers have made it clear that they’re focused on one destination — Asia. From Bali to Japan to Thailand, interest in adventures across the Asian continent is ever increasing,” McNeice says.

To account for the interest, EF Ultimate Break is launching new destinations that were voted for by customers and include South Korea and Vietnam. This may be an ARMY’s chance to visit the home of BTS and K-Pop, while foodies will love eating pho in Vietnam. As McNeice says, “Simply put, Asia is having a moment.”

“Traveling solo continues to gain popularity within the Gen Z and Millennial demos,” McNeice revealed. “They’re over the idea of coordinating with friends when they can skip the hassle and fly off on an adventure themselves.” Of course, if you’re not ready to do everything by yourself, booking a group getaway with EF Ultimate Break is a great option. You’ll still be choosing your own adventure and charting your own path to where you want to go, but you’ll feel safe and be able to “connect with other travelers” along the way.

If you are planning to travel alone in 2023, be sure to check out our solo travelers issue for tips on where to go and what to pack.

13 Become A Set-Jetter

Have you always wanted to visit Sex and the City filming locations in NYC or stay in the hotel from your new fave show, The White Lotus ? With Season 3 of Emily in Paris about to drop on Netflix, you may even want to follow in her footsteps by visiting France.

Expedia reports that 40% of their travelers find inspiration forwhere to go next from TV shows and movies. As such, set-jetting or visiting IRL filming locations is expected to be big in 2023. Apps like SetJetters make it easy to find locations from what you’re currently marathon-watching, so you can add it to your travel to-do list.

14 Visit A Culture-Rich City

While trends like cottagecore have inspired people to travel to cabins and national parks in the past, Expedia believes that cities will make a comeback in 2023. Not just any cities, though. The travel site expects to see culture-rich cities with a lot of art and festivities like NYC, Edinburgh, Lisbon, and Dublin to be extra popular.

15 Consider A Cowboy-cation

“Rustic getaways are on the rise,” according to Vrbo. If cities still aren’t your thing, you may want to consider a cowboy-cation. You could listen to “Cowboy Like Me” by Taylor Swift as you go horseback riding in Montana. Choosing to vacation in a western state rather than traveling all the way to Europe can also be great for your budget, and Vrbo shares that 42% of their travelers find inspiration in outdoorsy locations.

16 Find Creative Ways To Save

Although splurging on your dream trip will be a thing in 2023, experts at Hotels.com and Vrbo believe travelers will still take advantage of creative ways to save money. In fact, Hotels.com shared that three-star hotels have increased in popularity recently. These value hotels still include amenities like free parking and breakfast, so you’re not sacrificing quality or comfort.

At the same time, Vrbo also shared that 43% of travelers plan to cook on vacation to save some money as well. That’s why they’re seeing “foodie-menities” — aka food amenities — as a 2023 travel trend.

17 Go Off The Beaten Path With Hidden Gems

Vrbo also sees the rise of hidden gems in 2023. Everyone has the Eiffel Tower or the Grand Canyon on their travel bucket list, but something they don’t have are hidden gem cafes in Los Angeles or off-the-beaten-path restaurants in Europe . The vacation rental site shared that interest in “unconventional destinations has increased by 30%.” That includes cities like Nampa, Idaho and Spokane, Washington.

18 Dust Off Your Passport With International Destinations

If other 2023 travel trends have piqued your interest, like solo traveling and splurge vacations, but you’re not sure where to go, the experts at Airbnb offer up the top trending travel spots for 2023 — and they’re all international. Three of the biggest destinations include Australia, New Zealand, and Brazil, with Málaga, Spain taking the No. 1 spot.

You could definitely tour around Australia for a trendy extended vacay, while stopping in cities like Sydney, Melbourne, and Perth. Other options include a set-jetting trip to The Rings of Power filming locations in New Zealand or unwinding on a mental health vacay in Brazil.

Expert Sources Cited:

Amy Alipio, National Geographic ’s Senior Editor

Michelle McNeice, VP of Marketing at EF Ultimate Break

Ron Gorodesky, President and CEO of Refined Hospitality

Stephen Arthur, Director of Leisure Sales at Timbers Resorts

American Express Travel

Lonely Planet

This article was originally published on 11.30.22

The Hottest 2023 Travel Trends: What Travelers are Prioritizing in 2023 and Beyond

As we prepare for the new year, a sense of optimism, hope, and adventure is in the air. I am excited for what’s to come in 2023, and in this podcast episode, we’re chatting about emerging 2023 travel trends. I look forward to these annual reports because it gives us a glimpse into what people are excited about, their mindset, and how interests have changed (or stayed the same). These subtle differences in our travel style make up who we are, influencing the destinations we choose to visit, how we spend our money, and the activities we partake in while traveling. Travel trend reports spark inspiration, help us stay in the know, and empower us to make informed decisions. 

In this podcast episode, we cover:

• Current trends in travel
• New trends in tourism 
• Hotel trends and more!

Stick around until the end because I share my travel predictions too!

Listen to the podcast episode .

Listen on Apple Podcasts  |  Google Podcasts | Spotify  |  Amazon Music  |  Pandora  |  Podlink

New Tourism Trends For 2023

Table of Contents

Culture Capitals 

Health and wellness travel, cowboy-cations , multi-generational vacations, solo travel, remote work revolution, hotel in-room technology, hotel day rates or pay by the hour , sustainable tourism  , travel deals, flight deals, and partnerships.

Expedia, Hotels.com, and VRBO released a 2023 Travel Trends Report where they surveyed thousands of people across several countries to identify travelers’ mindsets and what they are prioritizing in 2023. According to Expedia, travelers are focusing on what they want to do rather than what everyone else is doing.

We’ve changed a lot since 2020, and maybe going back to the old way of doing things just doesn’t fit anymore. There’s a renewed focus on exploring what inspires us vs. walking down the old beaten path. 

Visiting a destination because some list told us to doesn’t motivate us like it used to. 

From this report, I want to highlight (3) emerging travel trends 2023:

• Visiting culture capitals 
• Wellness and soft adventure
• Cowboy-cations  

After years of prioritizing the outdoors and open spaces, there’s a revival in city escapes. Travelers are interested in being in the center of all the action again. 

People travel to make connections in culture-rich capitals for food, art, and festivals. 

They want to be exposed to different cultures, perspectives, and other ways of life.

Food is an important part of a culture, and travelers are curious to experience regional flavors, dishes, and ingredients.

Immersive food and drink experiences like food, wine, beer trails, culinary walking tours, and market visits are on the rise. 

Travelers also want to sightsee, learn about the history, experience the local art scene, and interact with locals.

Listen to this podcast episode next: Where To Experience Culture and Art in Tempe, Arizona

Trending culture capitals include: 

• Edinburgh, Scotland
• Lisbon, Portugal
• Tokyo, Japan
• Dublin, Ireland
• New York City, USA

Heritage travel is also on the rise.

People want to know where their family came from, so they travel all over the world to visit the hometowns of their great-great-great grandparents.

Travel is part of our wellness journey. 

Beyond spa treatments and massages, travelers want to prioritize physical and mental wellness and more fitness options and healthy food options.

Travelers don’t want to abandon their wellness practices when they go on vacation; they want to maintain them.

They also want stress-free itineraries that focus on relaxation. 

That could look like chakra sessions or laughter therapy. 

We are big fans of “Yellowstone,” the TV show,  and we agree with VRBO’s findings.

Cowboy charm and outback farmhouses await! 

Rustic ranches, lodges, and farmhouses are becoming as sought-after as beach cottages and mountain cabins. 

Montana and Western USA come to mind.

Other Noteworthy Trends in the Tourism Industry

Making up for lost time, many people want to bring their grandparents and great-grandparents along for the ride.

This can include family reunions or simply inviting the grandparents to join.  

In Episode 109, I shared how my mom and I went on our first road trip with a baby to the Adirondacks, New York, to visit The Wild Center .

There are a lot of factors contributing to the rise in solo travel. More people are opting to travel solo because they found a good deal. While others want to avoid the hassle of coordinating with others.  

According to Embrace Journey Trave l , more 65+ year-old travelers are booking solo travel, as well as Gen Z and millennials.

Listen to Episode 70, where Gemma Thompson shares the best destinations for female solo travelers . Or read about the top destinations for Black female solo travel .

Having the freedom to work from anywhere, whether for an employer or for yourself, destinations and hotels cater to digital nomads. 

More countries are introducing digital nomad visas , like Curaçao and Iceland .

Get paid to move to a new city with Tulsa Remote – receive $10,000 to move to Tulsa, Oklahoma, and work remotely for one year.

There are also many interesting remote jobs — live and work at a winery, travel around in an RV, watch TV shows or TikTok for hours, and get paid. Jen on a Jet Plane has a fantastic newsletter that shares these cool opportunities weekly.

Read Next: Digital Nomad Podcasts To Listen To Right Now

We’ve seen more technology added to hotel rooms, including Peloton bikes at Hilton Hotels and Alexa (like tech) at Disney resorts.

Apps like HotelsByDay now offer users access to traditional hotel amenities for significantly cheaper.

• Day rooms for work
• Day rooms for relaxation 
• Parking passes 
• Pool passes
• Gym passes 

My 2023 Travel Predictions 

Road trips and the great outdoors will remain popular, including camping , glamping, and national parks. 

Listen to Episode 126 for how Lauren Gay is changing what we consider outdoorsy and how to enjoy the outdoors .

Olivia from O Christine has a fantastic beginner outdoor course, Get Outdoors 101 , that focuses on how to   confidently plan outdoor trips to have memorable experiences that let you truly unplug. 

More travelers also care about sustainable tourism. We want the brands we pick to work with to care about our planet, their staff, and their local communities. 

According to HotelPlanner , travelers are searching more for ‘eco-friendly’ hotels or ‘sustainable travel’ trips where part of the experience includes local philanthropic events like growing a community garden or cleaning up a beach.

There’s also a general sentiment that now is the time to book those wish list trips, big adventures, or even more luxury trips . Cliches like “life is too short” and “it’s now or never” resonate more than ever.

Events, festivals, and concerts are back. In 2023, I plan on attending conferences in Arizona, New Orleans, and Puerto Rico.

I also love seeing all of these brand partnerships.

For example, earn Delta SkyMiles at Starbucks. Link your accounts by visiting deltastarbucks.com .

For budget-conscious travelers, there’s an emphasis on finding destinations based on price instead of location. 

My favorite flight deal notification service, Thrifty Traveler Premium, sends you an email notification whenever airfare deals are spotted from your airport in the US or Canada. 

By  signing up for Thrifty Traveler Premium , visit places you never thought you could afford. Use the promo code  ‘TC10’ for $10 off your first year of Thrifty Traveler Premium .

Learn more by reading this Thrifty Traveler Premium Review .

Although many health and safety mandates have been lifted, there’s still an expectation for airlines, hotels, and attractions to continue doing their part to prevent the spread of germs. We expect cleaning measures to continue happening in the background.

Lastly, we want hotels, tours, and airlines to back up their high rates with quality service. Do you agree?

I hope this episode inspires you and gives you ideas for what’s possible for 2023 and beyond. 

Watch the episode here.

I want to hear from you; what travel trends have you spotted? 

Danielle Desir Corbett paid off $63,000 of student loan debt in 4 years, bought a house at 27, and has traveled to 27 countries, including her favorites, Iceland, China, and Bermuda. Go here to learn Danielle’s incredible story, from struggling financially and in debt to finding creative ways to earn more and live on her terms. Listen to The Thought Card Podcast , where Danielle shares how you can creatively travel more and build wealth regardless of your current financial situation. Reach out to Danielle by contacting: thethoughtcard (at) gmail (dot) com.

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The top travel destinations for 2023, according to experts

Italy will be hot again next year, along with a re-opened asia, sunny beaches and the mountain west.

At the beginning of 2022, the outlook for travel felt uncertain. A new coronavirus variant had tripped up society again, and it was still a roll of the dice to plan a vacation — let alone take one. But once the omicron wave waned, travel roared back with a vengeance: Testing requirements fell, borders opened and it seemed as if every other person you knew went to Europe.

As we begin 2023, all signs show the collective appetite for travel remains huge, despite inflation and recession concerns. Industry experts are forecasting certain 2022 trends will carry over in the new year, such as people taking longer trips, going on more of them and spending more to take them.

Julia Carter, founder of Craft Travel , says her typical client would usually book one big trip a year. Now, two or even three are the norm, with one person already locked in for four major trips: Morocco, Switzerland, Botswana and a tiger safari in India. For Brittany Campbell, owner of Bucket List Holidays , most clients are booking trips for at least 10 days, and some as long as 32.

Our 10 best City Guides, according to readers

A notable change in the new year is a willingness to book long in advance again, even as far out as 2024 for clients of Susan Blume at Personal Escape Travel . That may be because more people are interested in taking bucket-list trips, which require more planning. Or it could be because many people couldn’t get what they wanted in 2022 thanks to high demand for travel, says Liz Einbinder, spokesperson for the biking and hiking tour company Backroads .

So where are people going in 2023? We asked dozens of travel advisers, tour operators and booking platforms to find out. Some of our findings won’t surprise you — “Europe is still very hot,” says Alisa Cohen, founder of Luxe Traveler Club — while other breakout destinations might. Zambia, anyone?

The absolute, undisputed most popular destination for 2023 is Italy. And if you thought everyone went in 2022, buckle up.

Fulvio De Bonis, president and co-founder of Imago Artis Travel , says they’re bracing for “way more” business in 2023.

De Bonis puts Italy travel trends into three categories: people, nature and sports. Travelers want to meet interesting locals, such as chefs or fishermen. They want to see beautiful places by going foraging in the mountains near Lake Como, for example, or hitting the beach. And they want to have exciting sports experiences , maybe by catching a soccer game or touring a team’s training facilities.

Shayna Mizrahi, founder and CEO of Vive Voyage , says her clients are also highly interested in connecting with Italian culture through cooking classes, boat excursions and artisan workshops.

For private tour operator Access Italy , the Amalfi Coast, Lake Como, Tuscany, Puglia and Sicily are clients’ most requested destinations. These classics are also the most popular for Imago Artis, but De Bonis notes that travelers want off-the-beaten-path experiences within these well-known places. They don’t just want to see Tuscany’s highlights; “there is a world outside of Florence,” De Bonis says, and travelers want to explore it.

Other European destinations trailing behind Italy next year (but still in hot pursuit) are Greece, Portugal and the United Kingdom.

Our best Italy travel advice:

• Everything to know about traveling to Italy
• 7 Italy vacations that check every travel style
• A local’s guide to Rome

As the last region in the world to reopen during the pandemic, East Asia is expected to have a banner year for tourism, with Japan poised to be the fan favorite.

Although people want to go to the “Golden Triangle” — Tokyo , Kyoto, Osaka — Mike Salvadore, a travel agent with Travel Leaders, recommends adding a stop to see Japan beyond its best-known cities, such as mountainous Sapporo in the north or beachy Okinawa in the south.

If you’d like to go during cherry blossom season, you may be out of luck. Jeff Krevitt, vice president of marketing for the Americas for Inside Travel Group, which owns InsideJapan Tours , notes that this will be the first spring since 2019 that the country will be open to international travelers, so big crowds can be expected.

For a cheaper alternative with more availability, Rani Cheema, chief executive and travel curator at Cheema’s Travel , recommends traveling to South Korea to see the flowering cherry blossoms this spring instead.

Our best Japan travel advice:

• We visited Studio Ghibli’s long-awaited theme park. It’s a sensory delight.
• Everything you need to know about traveling to Japan
• Staying in a historical Japanese temple is an extraordinary experience. Here’s how to do it .

Southeast Asia

Behind Japan, Southeast Asia is also high on travelers’ wish lists, with Thailand, Bali and Vietnam at the top.

The travel subscription service VIP Traveler has seen a 200 percent increase in interest in Bali, perhaps following Indonesia’s newly launched digital-nomad visa .

It could also be that Bali appeals to the growing number of travelers interested in trips focused on wellness. Salvadore says most of his clients want to go to Ubud, Bali’s lush jungle town near the center of the island. But some have been open to suggestions to try the lesser-visited eastern coast or northwestern Bali, “which is a little bit more secluded but also really beautiful,” Salvadore said.

Our best Asia travel advice:

• Asia is slowly reopening to travelers. Here’s where you can go.
• Traveling to a newly reopened Asia allowed me to be myself again
• Marijuana is now legal in Thailand. What does that mean for tourists?

The Caribbean

A perennial sunshine-filled favorite that tends to be easy for Americans to reach, the Caribbean will remain sought-after in 2023.

“A lot of people will go to the typical places like the Dominican Republic or Jamaica or the Bahamas,” Salvadore said, but eastern Caribbean countries are some of his favorites, such as Barbados, Saint Lucia, Anguilla, Antigua and Grenada.

Our best Caribbean travel advice:

• 6 Caribbean vacations that check every travel style
• Caribbean trips are expensive, so I went to the Caribbean of Maryland
• In Grenada, a.k.a. the Spice Isle, a foodie paradise blossoms

Jonathan Alder, owner of the luxury travel company Jonathan’s Travels , has booked more Egypt trips for clients in the past two years than he has over the entire decade, and requests are picking up speed in 2023. “We’ve had one after another after another after another,” he said.

Some of the renewed interest may be attributed to the anticipated opening of the Grand Egyptian Museum, says Jasmine Padda, Egypt destination expert for Kensington Tours . She also pointed to the increase in major cruise lines adding sailings in the region.

Carolyn Addison, head of product for the luxury travel company Black Tomato , credits Egypt’s trending status to people who want to check classic trips off their bucket lists.

“We have lots of people who are like: ‘I’ve always wanted to see the pyramids. I’ve always wanted to cruise the Nile,’” she said.

The American West

Jen Moyse, VP of product for the travel app TripIt , says that although international travel is having a moment, Americans will continue to return to iconic cities at home that are still rebounding from the pandemic.

Of the Top 5 most booked domestic destinations on the travel booking platform Hopper , four are out west: Las Vegas, Denver, Los Angeles and Phoenix.

For Skyscanner bookings, Las Vegas and Los Angeles took the top spots for most booked flights in the new year, with San Francisco, Honolulu and Denver also making the Top 10.

The vacation rental platform Vrbo says demand for homes in western U.S. destinations is on the rise, as customers look for trips in the great outdoors.

Our best travel advice on the American West:

• How to do Montana like a local, beyond Glacier and Yellowstone
• A hater’s guide to Las Vegas
• UNESCO at 50: 24 World Heritage sites to see across America

Mexico has been breaking tourism records throughout the pandemic and will return as a powerhouse destination in 2023. Its most popular and easy-to-get-to beach destinations are major contributors to that success.

“People are welcoming that beach vacation,” Cohen said. “They want to go to Mexico and just relax.”

Cancún, on Mexico’s Caribbean coast, is the most booked international destination next year for Hopper, Skyscanner and the airfare search engine Skiplagged . However, demand for cultural capitals will also continue to rise.

Oaxaca is the second-most popular destination for the travel company Modern Adventure, and Mexico City ranks high as well.

Our best Mexico travel advice:

• 6 Mexico vacations that check every travel style
• Where to drink natural wine in the heart of Mexico
• A local’s guide to Mexico City

Another carry-over from 2022, Costa Rica is attracting travelers — including families, honeymooners and retirees — with its abundance of affordable flights, outdoor adventures, wildlife and coastline.

For customers of travel planning company Zicasso , the most sought-after places to visit are Arenal, Manuel Antonio, Monteverde, Tortuguero and the Osa Peninsula, which lines up with our expert recommendations .

The most booked 2023 itinerary for Road Scholar, a group tour company for senior travelers, is a Costa Rica vacation that hits many of those places, as well as Punta Leona, on the central Pacific coast, and Sarapiqui, a renowned birdwatching region in Costa Rica’s Caribbean lowlands.

The Galápagos Islands

Another dream trip becoming a reality for travelers in 2023 is the Galápagos Islands. The biggest seller for Astonishing Travel owner Heidi Bocianowski, the Pacific Ocean archipelago appeals to people who want to see something new every day, including black lava rock, red sand and rare wildlife.

Brian Tan of Zicasso says customers are keen on combining a trip to the Galápagos with other South American highlights.

That may be Patagonia, which has been “by far one of the most popular destinations” for Craft Travel founder Carter. It helps that travelers can once again cross between Chile and Argentina by road. Carter has been planning combination trips for clients to Torres del Paine National Park on the Chilean side, with the charming villages of El Calafate and El Chaltén on the Argentinean side.

7 travel mistakes to avoid in 2023

African safaris

Keeping with the once-in-a-lifetime theme, Brian Pentek, owner of LuxeLife Travel , says “Africa is huge” for his clients.

Most are going in multigenerational groups who use the trip as graduation presents or family reunions. They may be going to Cape Town, South Africa, as well as Botswana (for game reserves) or Rwanda for gorilla trekking.

In addition to safaris, Salvadore incorporates ways for his clients in Africa to experience local culture, check out the food and drink scenes, and enjoy bush camping instead of staying in luxury lodges. In 2023, he’s sending travelers to Zimbabwe, Kenya, Tanzania and Zambia, a country listed as one of the top up-and-coming travel spots in a summary compiled by Scott Dunn luxury travel planners.

The most booked destinations for Niarra Travel also include South Africa, Victoria Falls (which sits on the border between Zambia and Zimbabwe) and Kenya, while trips to the Serengeti in Tanzania dominate reservations for Deeper Africa . One of the company’s owners, Karen Zulauf, said she has noticed upcoming travelers are more interested in adding active excursions, such as “walking safaris, mountain biking, horseback riding, you name it.”

For those who have already done a traditional safari vacation, Carter recommends Namibia, a country seeing a resurgence in interest, where travelers can go on self-driving road trips (vs. ones with a guide) between eco-lodges or take small planes to some of the world’s most remote places, such as the Skeleton Coast and Hoanib Valley.

Gorillas are Rwanda’s main attraction. Dian Fossey would hate that.

Even before the North African country drew international attention in the World Cup, Morocco was emerging as a major travel hot spot. It’s the most booked country for Intrepid Travel , and “we expect Morocco to continue to be incredibly popular in 2023, given the increase in flights into the destination and the ability to get out and have great experiences in one-week, 10-day or two-week itineraries,” said the company’s CEO, James Thornton.

That’s also true for Modern Adventure. Liz Boudreau, vice president of experiences for the company, says it has had a 53 percent increase in bookings compared with 2022.

If you’re worried about your travel budget, consider visiting as a work exchange volunteer, like Washington Post reporter Andrea Sachs tried in Fez.

Small cruises

Cruises are making a strong comeback, even for travelers who might not consider themselves cruise people. But instead of taking megaships, they’re looking for smaller options operating expedition trips (think Antarctica and Alaska) or luxury voyages, mainly river cruising in Europe and Egypt.

For destinations with the highest interest, such as Portugal, Emma Cakmak, owner of the cruise-focused company A Passport to Travel , is warning clients that May through September is practically sold out across all the top cruise lines, although there’s some availability in low-end stateroom categories.

If you’re striking out, keep shopping around. As they notice demand climb, some cruise lines seem to be “bringing on significant capacity as they move into” 2023, said Priceline CEO Brett Keller.

Our best cruise advice:

• One side effect of cruise covid rules: Norovirus has plummeted
• CDC stops reporting coronavirus cases on cruise ships
• Virgin Voyages gets its sea legs

An earlier version of this article incorrectly identified Susan Blume as Stephanie Blume. The error was updated.

More travel news

How we travel now: More people are taking booze-free trips — and airlines and hotels are taking note. Some couples are ditching the traditional honeymoon for a “buddymoon” with their pals. Interested? Here are the best tools for making a group trip work.

Bad behavior: Entitled tourists are running amok, defacing the Colosseum , getting rowdy in Bali and messing with wild animals in national parks. Some destinations are fighting back with public awareness campaigns — or just by telling out-of-control visitors to stay away .

Safety concerns: A door blew off an Alaska Airlines Boeing 737 Max 9 jet, leaving passengers traumatized — but without serious injuries. The ordeal led to widespread flight cancellations after the jet was grounded, and some travelers have taken steps to avoid the plane in the future. The incident has also sparked a fresh discussion about whether it’s safe to fly with a baby on your lap .

6 Luxury Travel Trends That Will Be Huge in 2023

From hot new destinations to putting art ahead of food (really!), welcome to a fabulous new year of journeys near and far.

Travel is back—if you hadn’t noticed. After two years of pandemic-related closures and limitations, luxury travelers led the industry back to levels already surpassing those of 2019, according to global travel agency network Virtuoso .“Travel sales are pacing 47 percent higher in 2023 than in 2019, and that was a highwater year for travel,” says Misty Belles, vice president of global public relations at Virtuoso. And, according to Belles, travelers are ready and willing to spend more in 2023 to discover new experiences and share them with family and friends. “Nearly three quarters of Virtuoso travelers tell us that creating a travel experience that best fits their expectations is more important than price,” she says, noting that travelers plan to increase their previous year’s spend of $20,700 per person to $27,800 in 2023. It’s an exciting world out there, from returning to the Caribbean this festive season to planning major trips to Europe, South America, Asia, and Africa in the new year. Here, according to Virtuoso travel advisors, are six of the biggest travel trends for 2023.

Japan, Italy, and Other Trending Destinations

“Japan!” says Jack Ezon, founder and managing partner at New York-based Embark Beyond , when he considers 2023’s hottest destinations. “Pre-COVID it was on one of the steepest growth trajectories; now people are clamoring to return,” he says, adding that one of the world’s hottest ski destinations for 2023 is Niseko on the country’s north island of Hokkaido.

Also hot: “Italy beyond the obvious,” he says: “Look at the regions of Piedmont, Veneto, and Emilia-Romagna to pop up as the new Tuscany, fueled by great new properties like Casa di Langa .” Ezon also names Montenegro back on the hot list, thanks to the new One&Only Portonovi drawing eyes (and yachts) to this corner of the Med, Peru trending for foodies and outdoor adventurers, Tanzania topping safari destinations, and the beautiful new Kisawa Sanctuary pulling focus to Mozambique as “the post-safari retreat du jour.”

The Rise of Solo Travel

When it comes to grown-up luxury travelers, the allure of going solo has never been greater. Virtuoso recently reported that among its travelers aged 65+, interest in single travel went from 4 percent in 2019 to 18 percent in 2022. And the offerings for solo explorers just get better and better, whether it’s the Solo Package (literally!) at Gili Lankanfushi in the Maldives or a regenerative weekend of yoga, sound baths, hydro therapies, spa treatments, and more at Shou Sugi Ban House in the Hamptons .

Private Yachts Seas the Day

While a boat of one’s own (even if for only a week) has always been a hallmark of luxury travel, the world of private yacht excursions has never been more creative—or alluring. Cases in point: Kontiki Expeditions’ superyacht plying the Ecuador coast , and EYOS Expeditions , which offers superyacht excursions in Antarctica.

“Many people just didn’t realize it was possible to go to Antarctica via a private yacht,” says EYOS CEO Ben Lyons, “but it has travelers thinking how they can experience a destination in new ways,” including a fully customized experience and a boatload—as it were—of privacy.

For those who prefer their adventure in a glass, Belmond will debut Coquelicot, A Belmond Boat, Champagne in May 2023: a restored river barge plying the region’s waterways in partnership with Maison Ruinart, the world’s oldest Champagne house. On offer: a weeklong private charter starting at €82,000 (approximately $79,500).

Embracing the Off Season

After the pandemic travel pause, the surge in luxury travel to beloved destinations like the Amalfi Coast and Greece pushed demand into the shoulder seasons like never before, and hotels responded by opening earlier in the spring and welcoming guests often all the way to Christmas—a move that seems to be sticking.

“At first, travelers were so anxious to get back out there as soon as destinations were opening up, they were ready to go right away, even if it wasn’t the typical season for that destination,” says travel advisor Beth Washington, founder of Washington, D.C.-based travel agency Getaway Guild .

Washington points also to African safaris now stretching beyond classic seasons of winter for South Africa and July through October travel for East Africa: “Travelers can have wonderful game viewing on safari most of the year if you work with a safari specialist,” she says. If the pandemic taught us anything, Washington says, “it’s that the ability to travel is not promised, and there is no time like the present to take that dream trip rather than wait for peak season.”

Art Is the New Food

Travel centered around art is poised to replace culinary travel as a leading luxury travel trend, says Jack Ezon, who points to Arles, Berlin, Havana, Paris, Milan, Miami, Mexico City, Marfa, Cape Town, and Marrakech as top destinations.

And the hotels! Airelles Le Grand Contrôle recently opened in the heart of France’s Château de Versailles and offers private tours and exclusive access to the Domaine de Trianon and the gardens. In the Scottish highlands, the Swiss gallerists Manuela and Iwan Wirth have created a stunning hotel-gallery hybrid at The Fife Arms (including more than 14,000 works including high-impact Picassos, Freuds, and Richters). In Marrakesh, Royal Mansour offers guests complimentary tickets to the stunning Musée Yves Saint Laurent Marrakech . And creative art partnerships are the new Michelin-starred chef: In Italy, Belmond has joined with acclaimed Galleria Continua to create MITICO , four garden-based art installations (including Cameroonian artist Pascale Marthine Tayou’s stunning Les Routes du Paradis at Grand Hotel Timeo on Sicily) that will return anew in 2023. “Whether it’s cities with art festivals, cities with an art scene, or art shopping trips,” sums Ezon, “art is definitely the new food.”

Traveling to Gather

While solo travel is surging, particularly for the 65+ set, creative getaways for groups is top of mind at myriad luxury destinations, particularly among younger travelers (according to Virtuoso, solo travel interest among the 18-34 set dropped from 12 percent in 2019 to 6 percent in 2022).

“Beyond multi-gen trips, people are flocking around the world in groups,” says Ezon. “Groups of ladies. Groups of guys. Groups of a half dozen couples. Friends who like botany, fitness instructors bringing their fans to some remote place for fitness. Divorced ladies out for revenge. You name the affinity; people are traveling together. We are even seeing five and six families traveling together.” With a surge in villa offerings at hotels and resorts as well as private yacht charters, it’s never been more easier—or more fabulous—to gather together, the world over.

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7 Reasons You Should Rethink Carrying Bear Spray On Your Next Hike

This popular colorado town is great for vacations but not retirement, america's second-coolest city is in north dakota.

With a new year comes new travel plans and a renewed sense of adventure. Avid travelers across the globe are already booking their trips for the upcoming calendar year and looking forward to jet-setting on a short vacation, weekend getaway, or long-term backpacking expedition.

According to a survey of 24,179 people across 32 countries for Booking.com , these are some travel trends we can expect to see in 2023.

12 It Will Be A Year Of Re-Imagining Travel

After years of lockdowns and public health restrictions, travel has evolved and 2023 will see a new way of exploring the world. Whether it’s slow travel , domestic travel, or visiting a dream destination , travelers are likely to find ways to tick items off their bucket lists this year.

According to Booking.com, 73% of people feel more optimistic about traveling in 2023 than they did the previous year.

Related: Australia: Get Psyched About These Trending Domestic Destinations

11 Nostalgic Getaways Will Be The Most Popular Holiday Type

The survey found that 88% of travelers want to go on a nostalgic getaway in 2023, taking things back to a simpler time.

61% of travelers would like to visit a classic theme park as part of their adventures while 54% said they want to plan a family vacation or family reunion abroad.

10 People Will Travel For Food Experiences

In 2023, people are planning to travel for foodie experiences such as food tours, unique dishes, and cooking classes.

47% of survey respondents said that their priority in travel for the new year is based on eccentric eating experiences.

9 They Also Want Spiritual Retreats

This year, many people (44%) are also seeking spiritual experiences in their travel plans, which could mean a surge in the popularity of yoga retreats, meditation programs, prayer retreats, and holistic wellness experiences .

8 Travelers Will Get Out Of Their Comfort Zones

In 2023, travelers are planning to push their limits. Getting outside their comfort zone is a priority for 73% of travelers this year, with 30% saying they want to find hidden gems in lesser-known cities around the world.

38% of travelers are seeking adventure in the form of culture shock by going to some destinations that are extremely different from their home country. 47% want to focus their trips on exotic foods and delicacies, trying things that they usually do not.

7 Remote Work Is The New Working Holiday

While working holiday visas used to be one of the few ways to live abroad while working, the pandemic has made remote work a reality for many people.

In 2023, this type of working arrangement will lend itself to more people living abroad for parts of the year while continuing to work in their home country from their laptops.

6 Travelers Will Unplug While On Vacation

While remote work has become more accessible, many travelers in 2023 want to prioritize decompressing and relaxing while on limited vacation time.

This means that 66% of people want to keep their vacation time completely work-free. 59% of people said that exploring somewhere new would allow them to be more productive when they eventually return to work.

5 Employees Want Their Workplaces To Invest In Travel Retreats

51% of people said that in 2023, they want their employers to use the money that the company saves due to remote work as a way to fund workplace retreats.

Remote workers still desire connection with their colleagues and see corporate travel and retreats as a way to bond with their team outside a traditional office environment. 44% said that these types of work trips help bring a team together.

4 People Will Use Travel To Disconnect And Explore Nature

People being forced to remain in their homes for the better part of two years has led to a surge in nature tourism.

Travelers want to get outside and immerse themselves in beautiful landscapes across the globe. In 2023, 55% of travelers said they want to spend their vacations completely off-grid.

3 Travelers Are Prioritizing Their Budget

With a recession incoming, travelers are looking at their budgets carefully for 2023 travel, with 50% saying they still see investing in vacation as a top financial priority.

68% of travelers are budget-conscious with their travel, cutting expenses like luxury accommodation in favor of experiences.

Of these various generational groups, millennials are most likely to use available apps and search tools to get budget deals.

2 Virtual Reality Experience Will Influence Travel Choices

The future is here, and virtual reality is influencing travel in 2023. 43% of travelers said they will use virtual reality to inspire them to choose their destinations.

46% of people are more likely to visit a country or city they have seen in a VR experience or YouTube video.

Related: Survival Tips: What To Do If You Encounter Wild Animals While Hiking

1 Travelers Will Want To Use Trips To Better Themselves

Travelers are seeking betterment and skills development in 2023, planning trips based on what they’ll learn throughout the experience. One area they are prioritizing is survival skills , with 58% of people wanting to travel for this purpose.

53% said their desire for survival skill training includes learning how to source clean drinking water while 42% said they want to learn how to build and light a fire. Learning what plants are edible and how to build shelter are also some top priorities.

We hope you like the items we recommend and discuss! TheTravel has affiliate and sponsored partnerships, so we receive a share of the revenue from some of your purchases. This won’t affect the price you pay and helps us offer the best product recommendations.

The travel trends of 2023

A look at the trends that drove the travel and tourism industry in 2023

• Newsletter sign up Newsletter

Hollywood's 'walk of shame'

• Far East long-haul holidays
• World's best hotel in 2023

'Holiday-moons': a time for celebration

High times for cannabis tourism, gap years are ‘back on the agenda’, slow travel and ‘taking your time’, ‘set-jetting’ to film locations.

• ‘Swiftonomics’ and ‘Beyflation’

Teen holidays ruined by embarrassing dads

Volunteering on safari in kenya, sleep tourism: five-star snoozing, ‘champing’ is the new glamping, tiger-spotting in india.

• Tea bags: a must-pack essential

All-inclusive is 'in vogue'

City tours with a difference.

• Live and ‘work’ on a cruise ship

Back-to-basics and going off-grid

• Europe’s ancient ‘superhighway’

Exploring the metaverse

Immerse yourself in nature, the rise of e-bike holidays, deferred payment plans and longer bookings.

Sign up to the Travel newsletter for destination guides and the latest trends

Walk of Fame stars on the intersection of Hollywood Boulevard and Vine Street

If you're heading abroad any time soon, said Alex Daniel on indy100.com , then "knowing what to avoid" is "just as important" as seeking out "must-see spots". Reusable storage container company Stasher has "put in the hard yards" by compiling a list of the internet's worst-rated tourist sites. Researching scores from Google reviews, quality of local accommodation, distance from the closest international airport, tourist safety and TikTok popularity, some of the entries on the list "might come as a surprise". 

Beating out "stiff competition" from the Grand Bazaar in Turkey, the Taj Mahal in India and Busch Gardens in Florida, said The Guardian , the Hollywood Walk of Fame in Los Angeles was named as the world’s worst tourist attraction. The series of more than 2,700 stars, "each bearing the name of a legendary Hollywood luminary", have got "thousands of one-star reviews". With phrases like “smells like urine” cropping up in reviews, the "dirty stars" of Hollywood Boulevard "can be crossed off your travel itinerary". 

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Far East offers great value for long-haul holidays

The stunning Japanese covered bridge in Hoi An

Offering "empty beaches" and "balmy weather" at "bargain prices", said The Telegraph , the Far East is a great destination for a winter-sun "holiday of dreams". The Post Office’s latest Long Haul Holiday Report has revealed that the strength of sterling against local currencies is making breaks more affordable in a number of "holiday hotspots". For the second year running, Hoi An in Vietnam offers the best value, with prices down 19.2% on 2022. Other Far East destinations on the list include Bali in Indonesia, Thailand's Phuket and the Japanese capital Tokyo. 

Passalacqua is the world's best hotel in 2023

Passalacqua is located on the shores of Lake Como

The inaugural World's 50 Best Hotels list has been revealed, said Nikki Ekstein on Bloomberg , with Europe and Asia the "big winners" for 2023. At the awards ceremony in London on 19 September, the founders of the World's 50 Best Restaurants and Bars lists "crowned the world's best hotel for the first time" and Passalacqua in Moltrasio, Italy, took the coveted top spot. 

A luxury boutique hotel on the shores of Lake Como, Passalacqua opened its doors in June 2022. Set in an 18th-century villa, the former home of Italian composer Vincenzo Bellini, the property boasts "spectacular terraced gardens" and just 24 rooms, said The World's 50 Best Hotels . Showcasing the "finest Italian craftsmanship" in a "sumptuous riot of ornate Baroque elegance", this all comes together in a "sublime" retreat that makes the most of a "truly magical" lakefront location.

On the top 50 list , Europe received the most nominations (21), followed by Asia (18), North America (six), Africa (three), Oceania (one) and South America (one). Four hotels in Asia – Rosewood Hong Kong, Four Seasons Bangkok at Chao Phraya, The Upper House in Hong Kong, and Aman Tokyo – made up the top five. UK properties on the list include four in London – Claridge's (No.16), The Connaught (No.22), NoMad London (No.46) and The Savoy (No.47) – while Gleneagles in Scotland (No.32) and The Newt in Bruton, Somerset (No.37) also featured.  

Celebrate life-changing events with a holiday

Milestone events are "often celebrated" with a trip away, said Inspiring Travel . This trend has been termed "holiday-moons" and the company has "seen a rise" in the number of clients asking for help to celebrate their "life-changing" events. A "new-job moon", a "great way to make the most of your time between jobs", has had a 546% increase in online searches, according to Google Search Trends. Milestone "birthday moons", and in particular a 30th, seems to be "a growing theme", while "minimoons", shorter post-marriage trips, are "here to stay".

Of course, this very idea of marking milestones with a holiday is "not completely new", said Lizzie Thomson in Metro . It's existed "for years" in the form of honeymoons and, more recently, "babymoons", but experts have said that "more and more people are booking holidays to mark other life events now, too".

Traveller interest “remains high” for cannabis tourism, according to the summer edition of MMGY Travel Intelligence ’s “Portrait of American Travelers” report. Examining the “behaviours and preferences” of more than 4,500 US adults, said Travel Pulse , the study found that more than a third of US travellers were interested in participating in a cannabis-related activity when on holiday. Meanwhile, 31% “voiced interest” in cannabis effects that could “complement and enhance their culinary experiences”.

The tourism sector and specific destinations have “reacted” to the demand for cannabis, hemp and CBD-related products by “designing experiences that include those elements”, said Michael O’Regan on The Conversation . They have also responded to the “expected economic potential” related to increased hotel occupancy, tax revenues, increased land values, business expansion, jobs and public health and safety benefits that “could be connected to cannabis sales”.

Most Asian nations have strict drug laws with harsh penalties, said Yucheng Tang of the Associated Press , but Thailand is enjoying “high times”. Its “de facto legalisation” of marijuana last year has brought in “a wave of tourists” from the region who are “intrigued by the lure of the forbidden leaf”.

Taking a gap year is “on the rise”, said Sian Griffiths in The Times , with more students than ever deferring starting university “in favour of a big adventure”. A record number of “adventure-hungry” British teenagers are “taking a year out” before university to travel the world over the next 12 months. According to the Universities and College Admissions Service, the latest data shows a nearly 10% “surge” in teenagers taking a year out before starting a degree course this autumn.

The gap year is “firmly back on the agenda”, said Natalie Paris in The Telegraph , and long-haul destinations are “once again within reach”. Travel company The Adventure People reported that it is selling “four to five times” more tours to Thailand, Vietnam and Australia than it did last year.

One trend that’s “resurfacing again” this year is “slow travel”, said Lizzie Thomson in Metro . An “antidote” to a “hurried mentality”, slow travel is “all about a more purposeful pace and considered attitude”. Essentially, it’s about “taking your time” and “soaking up what a place has to offer” – like a local, not a tourist.

In the wake of the “pandemic-driven rush” to travel, said Tsoku Maela on Getaway , many tourists are seeking destinations that offer a chance to “relish the joys of exploration without the overwhelming crowds”. Top places for a slow travel journey in 2023 include Laos, Greek’s Dodecanese Islands, Ghana, Milwaukee in the US state of Wisconsin, and Alberta in Canada.

Following the huge success of the live-action “Barbie” movie starring Margot Robbie and Ryan Gosling, “Barbiecore” has taken the internet by storm, said GlobeTrender . And the Visit California tourism board has jumped on the “Barbie” bandwagon by “showcasing locations that embody this picture perfect aesthetic, and are ideal stop-offs for a road trip”. “Barbie” fans can see the Golden State through “rose-coloured glasses” with visits to a range of “pink places”, including the Pink Rose Cafe in La Mesa and Trixie Motel in Palm Springs.

“Barbie” is not the only film that’s inspiring tours and holidays. According to MMGY NJF ’s trends report, films such as “Indiana Jones” and “James Bond” are driving “major interest” for trips and there has “also been a rise” for destinations that are featured in video games.

How ‘Swiftonomics’ and ‘Beyflation’ are boosting tour destinations

This year ’ s concert tours by Taylor Swift and Beyoncé have become “cultural phenomena” and are poised to “shatter real-world records”, said The New York Times . And host destinations are recording big profits too, as they reap the benefits of “Swiftonomics” and “Beyflation”. Swift’s “Eras” tour was forecast to top $1 billion in sales, and Beyoncé’s “Renaissance” tour could “gross even more” before wrapping up in October.

Survey company QuestionPro estimated that Swift’s concerts could generate some $4.6 billion in “economic activity in North America alone”, taking into account both stadium capacity and fans’ spending. Beyoncé’s shows were expected to “spur” $4.5 billion in spending.

The chance to see the singers perform live isn’t the only thing that has “motivated fans to open their wallets”, the paper added. They are staying in hotel rooms, buying “elaborate” outfits, spending on “flashy” manicures and attending sideline parties that are “generating business” and further boosting spending in host cities.

As many parents have learned, moody teenagers aren’t always the greatest travel companions. But maybe the youngsters have good reason to be grumpy? According to a new study, dads embarrass teens “up to 22 times” during a typical week-long family holiday, the Daily Express reported. The “most cringeworthy” offences include “telling bad jokes, dad-dancing, and complaining loudly”.

The easyJet Holidays survey of 1,000 teenagers also found that fathers leave them red-faced by “wearing socks with sandals, causing frisbee accidents, and constantly taking photos”.

Going on safari can be eye-wateringly expensive, but one way of keeping costs down is to go along as a volunteer, said Annabel Venning in The Mail on Sunday . Projects Abroad sends people all over the world to help on conservation, education and medical projects, including to Kenya, where you can sign up to their giraffe and lion programme. At Soysambu, a conservancy in the Great Rift Valley, you might spend blissful hours “de-snaring”, which involves combing the bush for the thin loops of wire that poachers use to catch unsuspecting zebra, antelope and warthog.

The land is “sensationally beautiful, with habitat ranging from arid scrub to lush forest”, and every day there is a “feast for the eyes”: bat-eared fox cubs and baby hyenas peeking out of their holes, zebra foals, jackal pups basking in the evening sun. You get to see amazing animals up close, as well as “make a little bit of a difference”; in sum: it’s a “safari with a soul”.

As travel trends go, it sounds pretty silly, but it “makes perfect sense when you consider the zeitgeist”, said Arwa Mahdawi in The Guardian . We live in “anxious times”, with “climate change to the right of us, a potential world war to the left”. Add the pressures of work, the demands of children, our addiction to screens, and many of us are struggling to get a decent night’s rest. With recent studies showing the benefits sleep brings for mental and physical health – potentially adding years to life – it has become such a “precious commodity” that luxury resorts around the world have invented a new concept to meet demand: “sleep tourism”.

The sleep facilities on offer range from “basic add-ons” to specialist multi-day programmes, said Alex Erdekian and Gilly Hopper in Condé Nast Traveller . At the Cadogan Hotel in London, guests receive a pillow menu and a “bedtime tea”, and can book in-room consultations with the “hypnotherapist and sleep expert” Malminder Gill. Clients at the SHA Wellness Clinic in Alicante sleep on Hogo mattresses that “remove oxidative stress” and “favour cell regeneration”, and can take a battery of tests, including CPAP diagnoses. In Ibiza, the Six Senses resort provides de-stressing massages and fitness classes in its week-long retreats. The Four Seasons Resort at Sayan in Bali recommends a “sacred nap” (taken in a silk hammock while listening to “the life story of Buddha as told by Ibu Fera”). And at StarStruck Glamping near the Big Bend National Park in Texas, it’s the “pristine sleeping conditions” that draw guests, including very low levels of noise and light pollution, and the “dazzling”, starry skies.

Sleepovers in historic churches is “a rising trend”, said Sophie Dickinson in The Telegraph . Of course, staying the night in a place of worship is “nothing new” – people have been “finding refuge there for as long as they have existed”. But it’s “certainly experiencing something of a moment”. A trend which started in 2016, “champing” enjoyed a “bumper year” in 2022, with some 1,500 people joining this “historic practice”.

Champing.co.uk , which promotes “sleepovers with soul”, currently has 22 buildings listed on its website, which are available from March to October. At many of the churches, champers can “order a breakfast hamper to the church door”, or hire “huge bundles of bedding for colder nights”. Toilets, “it’s worth noting”, are “usually of the composting variety” – and there is “rarely any heating at all”.

This year is the 50th anniversary of India’s Project Tiger, launched in 1973 to save the big cat from extinction. At that point, there were 1,827 tigers left in the wild in India, down from 40,000 in 1900. Today, there are 3,167 – so the project has not been a huge success, said Chris Haslam in The Sunday Times , but it has made a difference.

The presence of humans in tiger reserves has been much reduced, by relocating villagers and banning tourists in many areas. As a result, your chances of spotting a tiger are limited. To maximise them, go in March or April (when foliage is sparse), and take at least five game drives in Bandhavgarh, Satpura, Kanha, Pench or Panna national parks. My advice: go with the aim of seeing their other wonderful wildlife, and regard any tiger sightings as a bonus and a blessing.

Tea bags are the must-pack essential for Brits

British tourists love to take their “creature comforts” away with them on holidays, said Iwan Stone in the Daily Mail , and according to a survey by M&S Bank tea bags are top of the packing list. A poll of 2,000 people found that 43% like to take “a box of their favourite brew with them whenever they go abroad”, while other essential items included slippers (36%), coffee (35%), anti-bacterial spray (30%) and their own pillow (25%).

The study also found that some British holidaymakers “almost always forget” some “obvious things” when heading off into the sunset, with suncream (21%), phone charger (20%), sunglasses (20%), travel adaptors (17%) and toiletries (17%) all making the list.

The popularity of all-inclusive packages has “been on the rise”, said Miles Holder in Fault Magazine , and it’s not just grandparents who are “opting for these hassle-free vacations”. Seeking the “ultimate combination” of luxury, convenience and value, Millennials and Gen Z are now “jumping on the bandwagon”. The trend has gained “such momentum” that all-inclusive content on platforms like TikTok and Instagram are “skyrocketing”, showcasing the “appeal and experiences offered by these comprehensive vacation packages”.

British Airways Holidays (BAH) agreed that the all-inclusive is becoming popular among the younger travellers. BAH’s first travel trends report found that a “new generation of consumers” are “discovering and embracing” the concept and data shows that younger generations “now consider them as their favourite holiday type, firmly pushing it back in vogue”. According to the report 41% of Millennials plan to take an all-inclusive holiday in 2023, “more than any other generation”.

If you live in a big city, you probably think you know quite a lot about it already, but on a tour with Invisible Cities you might learn more, said Hannah Al-Othman in The Times . This social enterprise trains people with experience of homelessness to become local guides.

In Manchester , for instance, Stephen Agnew shares an “encyclopaedic” knowledge of local history in the two-hour walks he leads, from the story of James Sadler, who made a balloon ascent in 1785 accompanied by a cat, to “macabre” tales about the Bengal Tigers, a Victorian street gang. But equally “fascinating” are the first-person accounts he weaves in, including memories of his first night sleeping rough, aged ten, in Angel Meadow, and of the IRA bombing in June 1996. Founded in Edinburgh , Invisible Cities operates in six cities.

Live and ‘work’ on a cruise ship for three years

A cruise line is aiming to attract “digital nomads” with a 135-country, round-the-world trip that takes three years to complete. Priced from $98,994 (£80,350) for a standard inside cabin, passengers will get full-board accommodation on a ship that has been remodelled with remote workers in mind. As well as the usual cruise features, it will have offices, meeting rooms and full Wi-Fi. Life at Sea Cruises said demand has been unprecedented, with the newly retired also proving particularly keen.

The trip onboard MV Gemini will depart from Istanbul in Turkey on 1 November 2023 and the ship will cover “more than 130,000 miles over the three years”, said CNN . The company is promising to “tick off 375 ports” around the world and even slots in trips to 103 “tropical islands”.

If 2022 was about the “triumphant return of travel”, then 2023 will be “creatively reimagining it amidst the chaos”, said Booking.com . The digital travel platform commissioned a study of more than 24,000 travellers across 32 countries and territories – and almost half (44%) want their travelling experiences to have a more “back-to-basics feel”; 55% are looking for “off-grid” style holidays to escape from reality; and 44% want to switch off and experience life with “only the bare necessities”. “Camouflaged cabins, campfire cuisine and compasses; going off-grid will never be more sought after than in 2023.”

Revival of Europe’s ancient ‘superhighway’

National Geographic Traveller’s “ Best of the World ” list for 2023 was split into five categories: adventure, culture, nature, family and community. A total of 35 destinations were picked out for this year and top of the cultural list was the Appian Way in Italy. The revival of Europe’s ancient “superhighway” is a “pilgrimage route through history”, said the travel magazine. The road is “undergoing a renaissance” as the Italian government seeks to “retrace, uncover and restore the ancient cobblestones, transforming the Appia into a walkable route for modern travellers”.

In the coming years, the metaverse will take traveller engagement “to the next level”, said travel technology firm Amadeus in its 2023 trends reports. “It’s travel, but not as we know it.” Tourists will be able to enjoy deeper cultural experiences in an online world, exploring virtual concerts and exhibitions. The technology also offers enormous potential for pre-trip assistance and the opportunity to “try before you buy”, creating further wanderlust and excitement. This will become increasingly popular as a way to trial higher-priced items such as luxury cruise holidays.

An increasing number of hotels and other places to stay are “putting nature and the environment at the forefront of your experience”, said Audley Travel in its trends forecast for 2023. The Oxfordshire-based travel company is seeing “more and more” hotels designed “imaginatively around a landscape’s natural features”. And many offer activities that let you explore the surrounding landscape, such as hiking, biking and kayaking. “Hotels are also working hard to be more eco-friendly, not just in terms of protecting their environments, but in striving to train and employ local people.”

Offering a “winning compromise” between effort and reward, e-bike holidays have been increasing in popularity and “we think they’re going to be big for 2023”, said activity and adventure holidays company Exodus Travels . “E-bikes provide all the benefits of a normal bike – but with the added bonus of a battery-powered pedal assist electric switch that makes light work of long rides and hard ascents.”

The rising cost of living has seemingly had an impact in terms of “how and when consumers pay for their holidays”, said lastminute.com . According to the online travel platform’s data, more travellers are looking to spread out costs over a longer period, with “68% of forward bookings for 2023 choosing a deferred payment plan”.

Despite concerns over the cost-of-living crisis, lastminute.com saw a higher spend and longer holidays from UK consumers in 2022, suggesting that “travel is an expenditure that many aren’t willing to sacrifice”. For 2023 city break bookings, longer stay (four to seven nights) share is at 40% vs. 31% in 2019, whereas historically three-night stays have been most popular. For sun and beach bookings, seven nights continues to be the largest cluster, but eight or more night stays have increased in terms of share by 11% for 2023 vs. 2019.

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ACTA Summit highlights: New travel trends, selling tips from top advisors, and award winners

Post date: Sep 13 2024

Date: Sep 13 2024

By: Cindy Sosroutomo

TORONTO — We’ve entered the “normal-normal,” as Wendy Paradis puts it, a new post-pandemic era that’s characterized by vibrant growth and revenue for travel advisors. 

Speaking yesterday at ACTA’s Eastern Canada Travel Industry Summit in Toronto, Paradis, President of ACTA, noted that the travel industry has shifted from what was often referred to as “the new normal” in the immediate aftermath of the pandemic, when overworked travel advisors were reacting to and dealing with unprecedented demand and limited capacity, to today’s “normal-normal,” a much more stable period during which advisors are once again having to be more proactive in acquiring business.

“For the most part, 2023 was an excellent year in terms of recovery, when lots of progress was made. However, travel transactions for the most part were still slightly behind 2019. But travel agencies, travel advisors and travel suppliers still did really well because of higher prices in 2023,” said Paradis.

“Overall, the future is definitely bright. The global travel and tourism outlook is robust – for demand and for revenue – and we are poised for vibrant growth over the next 10 years.”

Although consumer confidence remains a “little shaky,” experts are feeling good about the economic forecast, added Paradis, with inflation easing, employment and wages expected to remain steady and a disposable income expected to rise. All this bodes well for the travel industry, particularly as it welcomes more and more new travel advisors. 

Of particular interest, said Paradis, is a significant shift among travel agencies from hiring employees to working with Independent (what ACTA refers to as sole proprietors) who work on 100% commission. And for employees who are working at travel agencies, they’re seeing significant wage increases compared to 2019 due to continued mergers and acquisitions in the travel industry. 

KEY TRAVEL TRENDS

At the top of the list of new travel trends, said Paradis, is sustainable and eco-friendly travel. According to McKinsey & Company’s ‘The state of tourism and hospitality 2024’ study, 80% of travellers visit just 10% of the world’s tourist destinations, directly resulting in overtourism in places like Venice, Barcelona and Machu Picchu, and an increased demand for more responsible travel that directly impacts local economies and the environment.

Other emerging trends, added Paradis, include experiential travel (“Gone is the desire to follow the crowds, with people prioritizing experiences over things”), as well as workations and work-from-anywhere travel, particularly among Millennials, Gen Zers and Gen Xers, more and more of whom are working for months at a time in different countries. 

“There has been a dramatic improvement of Internet around the world, which has enabled these groups to travel and work for months at a time in another country. And countries are being proactive to attract these travellers with special visas, so this has become a really big trend,” said Paradis.

WHO’S TRAVELLING IN 2025?

Travel forecasts indicate that Millennials (people born between 1981 and 1996) will be the most active travellers in 2025, followed by Gen Z (those born between 1997 and 2012). Why? 

“Because the younger generation is prioritizing travel over things,” said Paradis. “Unlike us Baby Boomers who wanted the car, the house and the kids right away, they’re prioritizing travel instead.”

But Paradis was quick to note that Gen Xers (those between the ages of 44-59) and Baby Boomers (60-75 years old) shouldn’t be discounted as they’re the groups who are spending the money on travel.

“Even though you may be hearing how wealthy millennials are these days, Baby Boomers still hold the bulk of the wealth when it comes to travel. The younger boomers, who are around 60 years of age, have the most money, the best health and the least amount of debt, so they are absolutely a key target market for all of us,” said Paradis.

MAXIMIZING SALES

The best way to maximize sales is for travel advisors to focus on specific products and sectors that offer higher margins, said Paradis. At the top of the list is luxury travel, with 85% of luxury travellers viewing travel advisors as the best way to personalize travel. Following closely behind is cruise, which has seen a phenomenal rebound post-pandemic, particularly among Millennials. Plus, river expeditions is seeing the highest growth area in cruise, with a 70% increase since 2019. 

Other sectors travel advisors should be focusing on to maximize their sales include business travel, which struggled the most in its recovery but is now seeing increased capacity; weddings and honeymoons; adventure and expedition travel; groups and families; meetings and conventions; and health and wellness travel, which has been a mainstay for Gen X and Baby Boomers.

TIPS FROM TRAVEL ADVISORS

Yesterday’s Summit also kicked off with a panel discussion, ‘Strategies for Thriving Travel Advisors,’ led by Monica Johnstone, Chair of the ACTA Board of Directors and President of Uniglobe Travel Innovations, and featuring: Judith Coates, Wired for Travel (The Travel Agent Next Door); Naomi Rogers, Caledon Travel (Trevello Travel Group); Joanne Patterson, Direct Travel; and Lynda Tomilin, Envoyage.

Here are some key tips that all four advisors shared to help maximize sales and enhance business:

• Start a group : When asked how to attract and retain clients, Coates suggests creating a group on social media platforms like Facebook. “One of my associates created a group called ‘Family Travel Tips’ two years ago – today, it has over 8,000 members, all young families who are looking for advice on where to go, where to stay and what to avoid,” said Coates. Seeing her associate’s success, Coates also created a group called ‘Canadians Travel to Italy,’ which has 1,000 members after just five months. “It’s a wealth of people looking for help planning a trip, so it’s really easy to ask questions and take the conversation offline and say, ‘How can I help you make this the best trip ever?’” said Coates.
• Ask for referrals : Rogers always asks her clients for referrals, which she then posts on her website to attract new clients. “I’ll say, ‘look at my website, read through my referrals, and see what people are saying about me.’ That way, when people come to me, they’ll already know they want to work with me.”
• Justify charging fees : ACTA has been encouraging travel advisors for years to charge professional service fees, something Patterson lives by. But she also noted that it’s equally important to justify the fees to clients. “I charge fees for each and every product. But you also have to show them the value – it isn’t just something that you charge,” said Patterson. “I have a spreadsheet that not only shows the fees, but also what value I bring to each and every booking. You have to explain what value you bring to the table.”
• Upsell, upsell, upsell : Tomilin couldn’t stress enough the importance of upselling, which she said is the most important thing for advisors to do right from the start of the booking process. “Get them a park & stay rate, insurance is another big one, explain to them that a partial ocean view room could mean standing on someone else’s shoulders on the deck,” she said with a laugh. “And class of service on airlines can easily be boosted for just $200 more. Tell them they can move up to Club Class seats or Business Class seats where they’re going to be treated extra special.”
• Get travel educated : Tomilin also encouraged travel advisors to get educated and soak up as much information as they can. This means attending in-house events in their community, complete online trainings, attend fam trips (“Not the vacation fam trips, but the actual learning ones”), get to know their BDMs, and piggyback with a more experienced travel advisor to learn directly from them. 
• Start small : Addressing new-to-industry travel advisors directly, Patterson recommended starting off small and avoid trying to focus on too many things all at once. “You’ve got to really know the community that you live in, to know the type of clients you’re dealing with. So I think it’s really important to engage with rotary clubs and local business, to really hone in on what your community is about. Then you can adapt to the clients that are in that area.”

‘Strategies for Thriving Travel Advisors’ panel discussion

AWARD WINNERS

The Summit culminated with the presentation of ACTA Awards, The 2024 winners are as follows:

•  Leisure Travel Advisor Award Winner: Mary De Almeida CTC (Mississauga, ON)
•  Corporate Travel Advisor Award Winner: Adam Taylor (Bedford, NS)
•  Tomorrow’s Leader Award Winner: Allison Long (Calgary, AB)
•  Ches Chard Education Award Winner: Joanne Gellatly CTC (Toronto, ON)
•  Gerald Hiefetz Advocacy Award Winner: Louise Gardiner CTC, CTM (Kitchener, ON)
•  CTC/CTM Lifetime Achievement Award Winner: Lynda Tomilin CTC (Barrie, ON)

Congratulations to all the winners!

Tags: ACTA, Lead Story

Cindy is Deputy Editor at Travelweek and has worked for the company since 2007. She has travelled to more than 50 countries and counts Kenya, Morocco, Thailand and Turkey among her favourite destinations.

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On today's podcast episode, we discuss the travel stats that sum up how the year has gone, if a full recovery is even on the cards, and what’s next for budget airlines. Tune in to the discussion with host Marcus Johnson, forecasting writer Ethan Cramer-Flood, and forecasting analyst Zach Goldner.

Subscribe to the “Behind the Numbers” podcast on Apple Podcasts , Spotify , Pandora , Stitcher , YouTube , Podbean or wherever you listen to podcasts. Follow us on Instagram

Episode Transcript:

Ethan Cramer-Flood:

I would be cautious in assuming that things are "back to normal." We're acting as if the world has now returned to pre-pandemic times. Let's compare everything to 2019 and see if things are better or worse, and then make some decision from that point. I'm not sure things are really back to normal. I think there's still distortions in how regular people are choosing to spend their money.

Hey gang. It's Thursday, September 12th, Ethan, Zach, and listeners, welcome to the Behind the Numbers Daily, an eMarketer podcast. I'm Marcus. Today I'm joined by two folks. We have one of our senior forecasting analysts based in Colorado. His name is Zach Goldner.

Zach Goldner:

Hey, Marcus. Thanks for having me.

Hello, sir. Yes indeed. Thank you for being here. We're also joined by our visible forecasting writer. He is over in New York City and we call him Ethan Cramer-Flood.

Marcus. It's apple picking season.

But instead of apple picking, I'm here with you on a podcast. Let that sink.

Okay. Don't say it like that.

Ethan, how many apples did you have last year?

So many. The amount of apples that you come back from an apple picking sojourn with will dominate your kitchen for the next two months. It's just outrageous.

I think you're taking too many. I think that's what's happening.

Yeah, no, yes.

Leave a few behind.

We take too many. I'm not taking full blame for this. But let's say things happen and you end up eating nothing but apple related content for the next two months.

Sounds like a crime taking place, but we'll talk about it later.

The only crime here is that Ethan didn't give me me an apple, but I-

The only crime here is apple pie and that Americans think that's a socially acceptable dish.

Ooh. Shots fired.

Yeah, it's truly awful.

I enjoy apple pie, but after two months of nothing but apple related food, I don't enjoy any of it.

Okay. All Americans, apple pie, peanut butter?

Chicken and waffles.

You got to keep these hot takes to yourself.

My ears are bleeding.

They know I'm right. If I ever ran for president.

You got to keep these takes to yourself.

Is that not true? Do you guys not like peanut butter?

No, I love peanut butter. I love apple pie. I'm a normal person.

There we go. Exactly.

It's a staple.

See? All Americans. If I ever ran for office, free peanut butter for everyone, and I'll get elected like that. Marcus 2028. Look out. All right, we probably don't need a fact of the day because we've been talking about American foods the whole time. So let's just start the episode. Today's real topic, how travel is changing. Has it fully recovered and how budget airlines are pivoting.

All right, let's talk about the state of travel. So at the start of the year globally, a record 4.7 billion people were expected to fly this year surpassing 2019's figure of 4.5 billion according to a projection at the time by the International Air Transport Association, IATA. The travel world certainly had a tailwind going into this year. US and tourism related spending grew 7% last year, outpacing 2019's previous high, according to the World Travel and Tourism Council. US domestic travelers, zooming in on America for a second, spent 9% more than they had in 2019.

So those numbers all look good. But looking at major travel periods for this year in America, couple for you, 7.7 million folks flew around the country over Memorial Weekend. That's over half a million more than a year ago. And around 44 million families hit the road over the holiday weekend as well. It's close to the 2005 record. Juliana Kim of NPR notes that Labor Day, another major holiday, travel holiday, in America, was expected to see the busiest ever for the holiday at airports with 17 million passengers playing to fly through Wednesday, according to the TSA. The best we've seen in five plus, six plus years. Ethan, I'll start with you. What has been the most interesting travel stat to you that you've seen this year and why?

So one thing I just recently discovered via these articles that you sent around, although they were primarily about flying, the stat that was buried in there was about gasoline prices in the US and the fact that they're actually down. Which I found somewhat counterintuitive and in some cases they're tremendously down. So if we're talking about these travel related data points that we constantly see, it seems like every holiday weekend there's a new record being set, more people are spending money traveling, more people are flying, more people, just everything. We set a new record all the time. It's also that gas prices are actually down and there's almost no category I can think of in the world across any industry or any product set where prices are lower now than they were just a couple of years ago.

Good point.

But they're significantly lower. It was like $5 in 2022 and then in 2023 it got under four and now it's like 3.50. That's a major decline.

So people have the ability to drive around. Now once you get there, the pricing reality of after you travel, we spend a lot of time talking about ticket prices and airlines and whether they're up or down and whether flying internationally is higher and we're going to talk about low cost airs and then gasoline prices being down. Once you get there, hotel prices and the cost of everything that you intend to do once you arrive in your destination, those are still outrageous. But it is fascinating that there's almost nothing in America that's cheaper now than it was a couple years ago, but in travel, some of it is.

I mean, lower gas prices definitely helping, particularly on that Labor Day weekend. Gas prices over that weekend were about 3.35 a gallon for regular down from 3.82 a year ago. So a significant drop. And that has contributed to Americans hitting the road a lot more. AAA reporting domestic travel over Labor Day weekend was up 9% year-on-year and that seems to be something people are doing instead of international travel. That was down 4%, international travel over Labor Day weekend, according to AAA down 4%, as international travel costs up 11%. Zach, for you?

What jumps out?

So as you had mentioned the article and what our own forecast show in terms of ad spending on travel, but we're seeing that the industry remains elevated here in the US and internationally. And that is as inflation continues to hurt the average American's pocketbook, the effects that we're seeing are not being distributed equally. So the statistic I want to share with you guys is something from CoStar Group and a Wall Street Journal piece regarding ultra luxury hotels.

The number of US hotels with an average daily rate of $1000 plus in the first half of this year was 80. That's compared to 22 in 2019. Now, if we were to look across the pond in Europe, you have the number of places have tripled in that time. So I don't know about you, I can't afford $1000 hotel a night, but what we're seeing in travel is also being reflected in the economy. As when the middle class is getting a little more squeezed, we're seeing luxury being hotter than ever before. Those that do have the money to spend are making up from their time during COVID being spent inside their homes and they're splurging.

It's interesting to hear you make this observation about that in Europe as well because one of, at least an anecdotal experience I had is that although, I mean to Marcus's point, international travel declined 4% even while we're seeing these explosive travel figures for within the US. But in my experience as an individual, I would encourage everyone to think about the cost of their trip after they've landed. So while it is true that flying overseas is incredibly expensive, the ticket, the airfare, is prohibitively expensive and can be scary, once you land, things are a lot cheaper. Every hotel I've stayed in in Europe in the last couple of years has been less expensive and better than what it would be in the US where prices have absolutely exploded. So what it takes for you to have a good time on your trip after you've gotten there can often actually be less expensive if you leave the country. But the problem is that barrier. It's getting on the flight in the first place.

Personally, I'm a big skier. I've seen on social media a lot of comparisons comparing the US ski resorts to that of the European ski resorts, which can be five times the size or larger. And when you look at day pass here in the States, some resorts are up to $300 a day. Compare that to Europe where you might be spending 25, 50, 75 bucks?

Yeah, exactly.

But to your point, Zach, there does seem to be a bit of a travel bifurcation that's getting worse. And you mentioned hotels. Marriott's high-end brands, Ritz-Carlton, St. Regis, W Hotels, outperforming those of the lower chains that they have. Also home rentals. Rachel Wolfe, who writes for our retail briefing was pointing this out. Slowing demand from US guests in Q2, except for those in higher income brackets who pick more expensive listings, that was according to Airbnb CEO, Brian Chesky. And then in terms of airlines as well, Delta and United reporting strong growth in revenues from their premium cabins in Q4, up 15% year-on-year for Delta and 16 for United. While budget carriers like Spirit and Frontier had to resort to steep discounts to fill the seat. So it does seem like it's getting harder for travel for people in the lower income brackets. And Deloitte's summer travel survey showing consumers with incomes under 50 grand making up 19% of travelers. That's down from 31% of travelers a year ago.

It did feel to me though, I mean maybe we said this last time, it does feel like travel is back and there's some numbers from the TSA showing this summer, so June, July, August, the TSA screened an average of 2.7 million passengers a day versus 2.3 million over the same period in 2019. And then Labor Day, I mentioned that 17 million figure, 17 million Labor Day flyers would be 4% more than last year, 11% more than pre-pandemic 2019.

And Marcus, as you do mention how some of those more budget airlines are changing up some of their features and their offerings, they're moving more towards a premium strategy where they're allowing you to maybe block off the middle seat or allowing wifi on all plans, which are going to eventually increase up the price of the ticket, squeezing the middle class even more for a pricier ticket.

Let's talk about those budget airlines for a second because there was an Economist piece that was titled from Southwest to Spirit, Budget Airlines are in a Tailspin, pointing out that today Southwest is America's biggest domestic carrier and the world's fourth-largest airline, turning an annual profit every year since inception in 1973 to 2019. However, it points out the pandemic has hammered profit. Southwest's revenue of 26 billion last year was above pre-pandemic levels, but net profits fell from 2.3 billion in 2019 to just 500 million, the article noting that neither Spirit or JetBlue have turned an annual profit since the pandemic. Ethan, what's next for budget airlines, particularly in America?

Well, unfortunately it seems like what's next is basically what Zach said in that they're going to attempt to turn their fortunes around by leaning into more premium options and trying to compete maybe a little bit more with the legacy carriers. That doesn't seem like the way to go.

I mean, my initial instinct was they need to get back to actually competing at being low cost options because they hardly seem like they are anymore. Again, this is anecdotal. I live in New York City, so I realize that my experience as a frequent traveler over the last 10 years or so may be distorted because we have weird idiosyncrasies with how competitive it is flying in and out of New York and the airport fees, et cetera. But rarely do these low cost airlines actually present the lowest option anymore.

It used to obviously you would know that they would be your lowest price option and then you would make the decision as to whether you want to deal with everything that comes with that. Nowadays they don't even, when you're searching for your airfare and your flight here, they're not even the ones that come up because the legacy carriers have done such a good job at competing at the lower end. They put you in the back, the very end of economy, coach class, whatever. That's fine. And you're going to have to pay for all your add-ons. But very frequently for us, it would be more JetBlue. We don't have as much Southwest here, but something like JetBlue that always used to be the cheapest just isn't anymore except for in certain routes. And very frequently they're being undercut. So be low cost. This is what people are looking for. It's expensive to ride on these guys now, so why wouldn't you just go with the legacy carriers that give you more ancillary benefits?

I do wonder if they can compete with that because those folks, to your point, they're offering lower cost seats. Keith McMullan, Aviation Strategy, agreeing with you, Ethan, saying legacy carriers are filling up the empty seats to the back with no frills fares. And I wonder how to look, I mean I'd known because booked flights recently and I'd seen the tickets, but there's a couple of examples. Virgin Atlantic that flies from the US to Europe, they split their economy ticket into economy light, classic, and delight. United split their economy into basic economy, economy, and economy fully refundable. Americans split economy into basic economy, main cabin, and main plus. And so they have taken that lower end ticket option they had, made an even lower end one, one in the middle, and one that's a little bit above that, and it seems to be working.

Zach, my question is, can low cost airlines exist in the US the way that they exist in Europe? And I say that because, so Ryanair, that's Europe's biggest airline by passenger volume and their main low cost carrier over there, they hit record profit and their August numbers were also at record highs. So they're doing well. Wizz Air is another Hungarian based one. They're doing well as well. But part of the reason they're doing well, Europe has more secondary airports, so they don't fly you necessarily to the big hub airport. They'll fly you to an airport just outside the city, so it's cheaper for them to rent the space from those secondary airports for low cost airlines. And two, the country's a lot smaller, and so when you're flying between places, there's an hour flight here and there. You can get an hour flight here and there to some parts of the US, but it's just so much bigger. So can they even exist at low cost airlines in America?

You look at what's happening in the economy right now, they're trying to merge and be acquired by a bigger group. The consolidation among US airlines right now is intense. There's only a handful of real competing airlines.

I think you brought up a great point about Ryanair. I think that if an airline really were to just be cheap, there are two factors that Americans look for most. One, they want to look at the cheapest price, and two, they want to make sure they get to their destination and on time. If you were to get those two factors down, I think that you could replicate a strategy like Ryanair. Yes, the airline that even openly mocks its customers for giving negative reviews.

It's true.

People don't care about the experience on the actual plane nearly as much, where if you're able to just get those two factors down, I think you'd really be open up to a big base of Americans that are making under $50,000 a year that would be willing to take more flights if the fares were lower.

Yeah. Ethan, do you agree?

I would be cautious if I was these companies and anyone thinking about this. I would be cautious in assuming that things are back to normal, "back to normal." We're acting as if the world has now returned to pre-pandemic times. Let's compare everything to 2019 and see if things are better or worse and then make some strategic decision from that point. I'm not sure things are really back to normal. I think there's still distortions in how regular people around this country are choosing to spend their money in terms of the balance between services and consumer goods and retail and also we have this incredibly distorted housing market and this sort of frozen housing market, which also changes the availability of money in people's pockets. And at the end of the day, I think we will get back to a point where more consumers will go back to looking for the low cost carriers.

I mean, right now their legacy ones are able to fill up all their seats and the low cost ones are not able to fill up all their seats, but when these spending decisions actually get back to a truly "normal" level, I think the demand will pick back up, if they're there offering those low cost options. That's my concern is like they're going to shift their strategy and they're going to go premium, and then three years from now when people are making normal decisions again and they're looking for these cheap options, they're not going to be there.

Yeah. Good take.

I think what you see that has the most amount of momentum at the moment is with business travel and with first class, upper class people, that are getting a premium offering on planes, and since we're now three, four years post-pandemic, we're looking at that momentum is going to eventually slow down and you're going to want to tap into a bigger audience. And that's where I see that airlines are continuing to want to price segment their demographics and airlines might want to try to open up more towards lower income individuals here in the US.

Yeah. Budget airlines seem to be working around the world, just struggling more in the US. The Economist was pointing out in 2001, budget carriers accounted for less than a 10th of global flight capacity. That figure now at one-third, according to the consultancy OAG. In America, yeah, things just aren't great. The share prices of America's four biggest low cost airlines tanked by nearly 50% on average since the start of last year, 2003. Those of America's three legacy carriers, American, Delta, and United are up by 5%.

Marcus, I know we're up against time, but let me get in a plug on something here.

Because we're thinking about these airlines and how they can get back to profitability and become sustainable. We have a possible solution to that coming out relatively soon. Our forecasting team is hard at work on our debut forecast for travel media ad spending, which is part of this whole commerce media trend.

Oh, interesting.

And when you think about additional sources of revenue, particularly in a low cost environment where part of the deal is that you're going to have a relatively bad experience, but you're going to get a cheap ticket and you're going to get where you want to go. If you think about these, that travel media is the way in which all transit and travel related companies, be they car services or airline services or anything in the travel world, can leverage their first party data to deliver advertising to their customers or their passengers or whatever. You think about the screen in the front of the seat when you're sitting in an airplane or all the different ways that there could and probably will be more ads coming at you in the future.

Now all the airlines are doing this, not just the low cost ones, but it's a pretty obvious way for more revenue to come in. That's the trade off that, again, maybe the premium travelers are going to say, "I want an ad-free experience." But the low cost providers are going to be like, "We're going to drown you in ads, but the ticket's going to be cheap because we're making up all this revenue." So we're going to have a forecast on how much money is in that.

That's a great point.

And your seat, the screen in front of you, knows who you are.

Yeah. They've got a lot of information about you.

Or personalized ads.

Ethan, one more time. The title of that forecast?

Digital Travel Media Ad Spending.

Okay. ProPlus subscribers, you can head to eMarketer.com and get hold of that. This month, it's coming out?

Within the month. Yeah.

Yeah, by the end of the month.

Okay, perfect. All right, that's all we've got time for this episode. Gents, thank you so much for hanging out as always. Thank you to Ethan.

Thanks a lot.

Thank you, Zach.

Thanks for having me.

Yes, indeed. Thank you to everyone who took time to listen to this episode. Thank you to Victoria who edits the show. Stuart runs the team. Sophie does our social media. We hope to see you tomorrow for the Behind the Numbers Weekly Listen, an eMarketer video podcast that you can of course check out on YouTube if you want to follow along to some of the data and the charts that we put up on the screen and see our faces. Or you can of course listen to us on any of the podcast platforms.

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2024 State of Solo Travel Report

If you’ve ever wondered who travels solo, where they travel to, and why they choose to gallivant independently around the globe, this report reveals all... 👀

We've unearthed loads of interesting facts and figs about our adventurous Hostelworld community, including trip expectations, packing essentials and what REALLY makes a trip memorable. Life stage, motivations and favourite destinations may vary, but one thing remains clear – solo travel is more popular than ever. And we’re here for it! 😎

First off, who exactly ARE solo travellers?

38% of solo travellers are in the 18-24 year old bracket, with 68% in total under 31 years of age.

Women are more likely to take solo trips, with 60% identifying as female. LGBTQIA+ travellers are well represented, with 19% of solo travellers identifying as part of this community.

When do they travel?

College and university students make up 20% of the solo travel crowd, while 18% take time out to travel between school and uni or between finishing education and starting work ✈️

Where do they travel?

Share of solo traveller bookings h1 23 & h2 22, top 5 destinations by visitor nationality.

Oceania solo travellers are most likely to visit:


European solo travellers are most likely to visit:

North American solo travellers are most likely to visit:

Solo travellers based in US and India are most likely to travel within their home country

Of all nationalities, solo travellers from Europe are most likely to visit Southeast Asia

Indonesia is far more popular with European solo travellers compared to solo travellers from the US, Canada and Australia

What influences where solo travellers go?

Just over one in two solo travellers flag affordability and/or low cost of living as a key influence on their destination choice

While almost half of solo travellers base their decisions on the weather, 40% have no preference as to which season they travel in

Key factors influencing destination choice:

Where do solo travellers really want to go.

When respondents were asked to name up to three places on their bucket list, Japan was the overwhelming favourite, with nearly one in four listing the Land of the Rising Sun as a must-go destination

Given that almost a third of solo travellers are foodies, this stands to reason – plus, who wouldn’t want to see high-tech Tokyo, cherry blossom trees, snow monkeys hanging out in natural hot tubs and so much more with their own eyes? 👀

Ultimate bucket list destinations

Solo travellers mentioning:

Interesting takeaways:

South America scored highly with Brazil's vibrant culture, Peru's historical sites like Machu Picchu and Argentina's diverse landscapes noted as key attractions

Iceland was bucket-listed by more than one in ten solo travellers, and was the second most popular European bucket list location after Italy

Why do solo travellers go it alone?

Independence and cultural connection are key drivers in the decision to travel solo, with 75% valuing the freedom that comes with travelling alone

While independence is pivotal, almost half of solo travellers are also keen to connect with new cultures and new people, highlighting the importance of making meaningful connections on their journey 👋

When asked to choose the BEST thing about solo travel, respondents voted in favour of meeting and hanging out with new people (43%) over not having to compromise for others (26%) 🙋

The top 3 reasons people travel solo are:

Solo travel & safety

Travelling solo isn't without its challenges. Safety concerns and loneliness are top culprits for causing apprehension:

Female solo travellers were nearly three times more likely than male solo travellers to list safety as a concern:

Solo travellers adopt a wide range of tactics to tackle safety concerns:

What are solo travellers’ expectations?

Almost half of solo travellers (45%) have no preconceived expectations of their travel experience 😎

Of those that did, over one in three (35%) have expectations of acquiring a new skill like cooking, surfing or learning a new language 🏄

A similar proportion (33%) have expectations of making lifelong friends, underlining the importance of forging social connections while travelling 👯

What do solo travellers consider essential items?

Travel must have items.

Two thirds of solo travellers (66%) ensure they travel with a power bank

Encouragingly from a sustainability viewpoint, more than half (55%) ensure they pack a re-usable water bottle

Despite being in our screentime era, just over 40% of solo travellers still consider a paper journal and pen to be travel essentials

While mobile phones, earbuds and headphones weren’t listed as options (they were taken as a given) a small number of respondents noted that they would be taking non-smartphones for a proper digital disconnect 📵

Solo travellers deem Whatsapp, Instagram and Hostelworld’s social app their top three essential communication/social apps:

Solo travel & money

If travel were free...you’d never see us again! Sadly, it costs money – and sometimes lots of it. Here’s what we know about how solo travellers fund their trips 🤑

Nearly 90% of respondents save money specifically to fund their travels, and 16% would consider using loans or credit cards to fund or top up their travel pot.

Almost 10% of solo travellers supplement their travels with in-trip local work across industries such as fruit-picking and hospitality, while just over 8% of travellers help fund their adventures digital nomad-style with remote work or digital content creation. A small number of solo travellers (1.4%) do both in-trip local AND digital work 💻

Almost a third of solo travellers (30%) rely on spreadsheets for budget management. A similar number (29%) track their spending by taking lump sums out of ATMs and making the money last for specific timelines.

45% of solo travellers use finance apps to stay on-budget. These include:

Solo travellers employ the following strategies to maximise their budget while travelling:

What makes a solo travel trip memorable?

“A journey is best measured in friends, rather than miles.”

Tim Cahill, travel writer and author

Think back to your last trip. What’s the first memory that comes to mind? Is it a place, an experience, a person? Our report found that the destination is secondary for solo travellers – and that what makes a trip truly memorable is the people they meet along the way 👋

Here’s what transforms a solo trip into an unforgettable adventure:

A typical solo traveller is predominantly young, with 68% under the age of 31, and the largest age groups being 18-24 (37.7%) and 25-30 (29.4%). Women are slightly more likely to travel solo, making up 60% of this demographic, while 19% identify as LGBTQIA+. These travellers come from various employment backgrounds: 38% are in full-time jobs, 20% are students, and 15% are not currently working. Many solo travellers take the opportunity to explore between educational stages or job transitions, with slightly more opting to travel between college/university and starting a job than between school and college/university 🎓

Popular destinations for solo travellers include Thailand, Spain and Italy, with Thailand being the top choice at 7.4% of bookings. Regional preferences vary, with North Americans often visiting Spain, the USA and Italy, while Europeans favour Thailand, Vietnam and Australia. The choice of destination is influenced by factors such as affordability (50.6%), favourable weather (49.6%), renowned landmarks (40.7%) and the allure of local cuisine (30.9%) 🗺️

Key motivations for solo travel include the desire for independence and freedom, cited by 75% of respondents, and the drive to connect with other cultures and people, which motivates 45%. Additionally, 35% travel solo due to the unavailability of companions. Despite the appeal of solo travel, it comes with challenges, particularly safety concerns, which are significant for 41% of travellers, especially women (54%) compared to men (19%). Common safety strategies include informing friends and family about travel plans, researching destinations in advance, and avoiding going out alone at night 🙋

Solo travellers prioritise packing essentials such as power banks (66.4%), re-usable water bottles (55%) and paper journals (40.6%). Mobile devices and social apps like WhatsApp (71.9%), Instagram (67.7%) and the Hostelworld app (58%) are crucial for staying connected. Financial planning is vital, with nearly 90% saving money specifically for travel. They employ various budgeting strategies, including booking cheap accommodation, joining free activities and using apps for budget management 💸

Memorable experiences for solo travellers often stem from meeting interesting people (55%), enjoying new experiences (38.2%), and sampling the local cuisine (32.8%). Checking off dream destinations and making meaningful connections with locals are also significant highlights of their journeys 🤩

Simply put, solo travellers are adventurous, budget-conscious and socially driven individuals who seek meaningful interactions, cultural exploration and new experiences. They value the independence and freedom of solo travel while navigating the associated challenges with careful planning and safety measures.

About Hostelworld

Hostelworld Group PLC is a ground-breaking social network powered Online Travel Agent (“OTA”) focused on the hostelling category, with a clear mission to help travellers find people to hang out with. Our mission statement is founded on the insight that most travellers go hostelling to meet other people, which we facilitate through a series of social features on our platform that connect our travellers in hostels and cities based on their booking data. The strategy has been extraordinarily successful, generating significant word of mouth recommendations from our customers and strong endorsements from our hostel partners.

About the Survey Methodology

Traveller destination data was sourced from over four million annual trips conducted by solo travellers via Hostelworld’s booking platform in H2 2023 & H1 2024. All other information was sourced from a poll of 5,231 travellers conducted in May and June 2024, of whom 3,428 were solo travellers.

Higher Learning 2025

Hlc annual conference, april 5–8, 2025, chicago, about the conference.

The HLC Annual Conference, now branded Higher Learning, brings the higher ed community together in Chicago to share ideas and insights on the latest in the field.

Learn from HLC staff and leading thinkers, researchers and advocates during this multi-day event to inspire your work on campus. Network with attendees from institutions of every classification and size from across the country.

The 2025 HLC Annual Conference will explore the ways colleges and universities use higher learning to meet the needs of their students and society. Whether through imparting the skills and knowledge needed for today’s workforce, fueling innovation, or exploring solutions to our most pressing problems, higher learning is the force that propels us all.

Call for Proposals

Have a presentation idea that can offer new insights and foster engaging, open discussions? HLC is now accepting presentation proposals for Higher Learning 2025 . Before you apply:

• Read the proposal submission guide for important information and tips on creating your proposal.
• See the rubric for proposal review.
• View sample submissions from previous proposals.

Submit a Proposal

Proposal submissions are due September 13, 2024.

Program and Fees

Pre-conference programs, saturday, april 5, 2025.

• Early Bird Rate
• Standard Rate
• On-Site Rate

Seeking Accreditation Workshop

Peer Review Updates and Training Current peer reviewers only

Centering Learning Workshop limit 100

Strategies for Experienced ALOs Workshop limit 150

Conversations with Presidents and Trustees

limit 300, price includes discounted General Program registration*

General Program

Saturday, april 5 – tuesday, april 8, 2025.

Higher Learning 2025 General Program

Registration for the conference General Program includes access to keynote and featured presentations, HLC and institutional presentations, the expo hall, complimentary breakfast, the welcome reception and more. 

Sunday Lunch

Due to the limited selection of nearby open restaurants on Sunday, HLC offers an on-site lunch option for attendees. In 2025, we’re offering multiple new luncheon opportunities that will allow attendees to connect and share promising practices over a specific higher ed topic related to their work. These plated lunches will be at the Radisson Blu Aqua Chicago, which is connected to the Hyatt Regency conference hotel. Space will be limited.

Alternatively, attendees can pre-purchase a boxed lunch for Sunday, served without programming.

These options are only for Sunday. Attendees are encouraged to visit the many nearby restaurants for lunch on Monday and Tuesday.  

Special Topic Luncheon 1 (Topic TBA)

Special Topic Luncheon 2 (Topic TBA)

Boxed Lunch

Hotel and Travel

Higher Learning 2025 will take place at the Hyatt Regency, Swissôtel and Radisson Blu Aqua Hotel Chicago. We offer discounted room blocks at the conference hotels and at multiple hotels nearby:

• Hyatt Regency Chicago
• Swissôtel Chicago
• Radisson Blu Aqua Hotel Chicago
• Fairmont Chicago 
• Renaissance Chicago Downtown

Hotel booking information will be available in October 2024.

Attendees flying in to Chicago should plan to arrive at O’Hare International Airport or Midway Airport. O’Hare is 17 miles northwest and Midway is 10 miles southwest of downtown. Multiple transportation options, including rapid transit trains, are available from both airports to the conference hotels.

Sponsorship Opportunities

The conference brings representatives from institutions of every classification and size from across the country to Chicago to gather information and learn promising practices. In the expo hall, attendees connect with sponsors to learn about products and services that can provide solutions and opportunities to innovate their work.

Sponsoring Higher Learning 2025 also comes with several options to share your brand with attendees, including recognition on conference materials, showcase sessions, and more.

The 2025 Sponsor Prospectus will be available in September 2024.

Save the Date

2025 Conference: April 5-8, 2025

2026 Conference: March 21-24, 2026

Proposal Submission Guide

Proposal Submission Rubric

Proposal Samples

[email protected]