Today’s travellers want better sleep, more culinary and cultural options and more connectivity, a new study from Hilton Hotels suggests.
Following a global survey of more than 10,000 travellers from nine countries, video diaries with 60 U.S. travellers and interviews with dozens of Hilton travel experts, the company’s 2024 trends report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond; sleep, dining/culture, connectivity and business travel trends.
A Hilton study done with Ipsos also finds travel shows no signs of slowing down. Nearly two-thirds (64%) of global travellers say they aim to reduce other areas of their personal spending to prioritize leisure travel in 2024.
Here’s a look at the four areas of the Hilton trends report for next year.
Travellers Will Invest in Their Sleep
Personal wellness matters to travellers, and even more specifically, there will be an increased focus on savouring a good night’s sleep while away from home – a trend that has accelerated after the challenges of the last few years heightened travellers’ desire for rest and relaxation. In 2024, travellers will look to engage with products and brands aligned with this better-for-you imperative. Gen Z’ers are the most intentional about winding down, making small choices throughout the day that can make a big impact on their sleep. In fact, 21% regulate their workout routine, and 25% avoid alcohol before bedtime.
Kevin Morgan, Global Brand Head, Tempo by Hilton, said Tempo hotels are designed to enhance customers’ sleep. They’ve created three specific zones; a hallway or “get ready for your day” zone where a guest can exercise, finish some work or practice yoga, a bathroom with an oversized shower and a mirror with a Bluetooth speaker so a guest can listen to a podcast, and a “Power down zone” with a Sealy Accelerate mattress that’s exclusive to Hilton.
Amanda Al-Masri, VP Wellness, Hilton Hotels, said there’s a Peloton bike in every hotel in the United States and many in Germany, the UK and Canada, allowing guests to bring their routines on the road.
They also have pillow menus, she said, as 20% of guests travel with their own pillow.
Travellers Will Value Connectivity and Personalization
In 2024, travellers will seek out consistent and seamless experiences that are hyper-personalized to their needs, from booking to on-property experiences. Eighty percent of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Z’ers leading the charge – and 76% of global travelers said they appreciate travel apps that reduce the friction and stress of travel.
Dan Morton, VP Guest Experience, Hilton Hotels, said 76% of global travellers appreciate an app that reduces stress and friction in their travel journey, so it’s no surprise that digital key and digital key share are among the most popular features of the Hilton Honors app.”
Culture and Experiences Will Drive Leisure Travel Decisions
Dining, culture and connections are inspiring leisure travel decisions as people increasingly prioritize the purchase of experiences over things. As they budget for 2024, travellers’ top focus is on culinary experiences. Second to culinary experiences, 47% of travelers will prioritize exploration and adventure, with Gen Z’ers and Millennials (52% for both) carving out more budget for these types of experiences than the other generations.
“As I look at 2024, I really think people will continue to ocus on experiences,” said Keisha Kelly Thompson, Senior Director, Global Music and Entertainment Partnerships. “All this pent-up demand to be out and spend time with their friends and family, we’re really continuing to see that.”
Kelly Thompson also said Hilton has a very popular partnership with Formula 1 racing’s McLaren team, allowing guests to visit the paddock and perhaps even meet drivers.
Business Travel Trends Will Redefine Expectations
Ways of work have transformed significantly following the pandemic – including shifts in when, where and how people conduct business. As a result, business trends have emerged and strengthened, including blended leisure and business travel, increased length of stays and the rising popularity of secondary markets for meetings and events.
Forty six per cent of global full-time and self-employed workers plan to travel for business or bleisure, while 24% of business travellers plan to take a friend or family member with them on a business trip next year. More than a third of Gen Z and Millennial business travellers said they plan to extend a business trip in 2024 to enjoy leisure time before or after their work obligations.
Jess Petit, SVP, Commercial Strategy, Insights and Analytics said programs like Hilton’s Project H3, which provide apartment-style accommodations for guests who might stay up three weeks or more, are growing quickly.
“We’re trying to build products that really suit the needs of all of our guests, but we’re seeing so many customers that are looking for that long-term stay, and having a travel experience that really matches that.”
Gerilyn Horan, VP Group Sales and Strategic Accounts, said 85% of the business travel Hilton sees in its hotels is from small and medium-sized companies.
She also said it’s important not to lose human connectivity.
“We want to be able to meet our customers where they are. They all got so used to doing everything at their fingertips and we want to make sure we can engage in that way. But then the thing, too, is managing that digitization with a human touch.”
