Hilton Trends Report Finds Travelers Desire Rest & Relaxation the Most in 2024

10.10.2023 - 19:48 / travelpulse.com / Chris Nassetta / Lacey Pfalz

A new trends report by Hilton predicts that the main driver for travelers of all generations to enjoy leisure trips in 2024 will be a desire to rest and relax. 

The report took data from a recent survey by Hilton and Ipsos, which asked several generations of travelers about their plans for the year ahead. The survey was conducted with over 10,000 travelers across nine countries. 

So what are the main trends going into the next year? 

“In this new golden age of travel, travelers’ needs are changing, and we are always innovating to better serve our guests and be their first choice when they hit the road,” said Chris Nassetta, president and chief executive officer, Hilton. “Across generations, we’re seeing guests customize their stays with us, invest in quality sleep, pursue new cultural experiences, and stretch the boundaries of business travel. At Hilton, our world-class team members are leaning into these trends and creating unforgettable experiences for every guest who stays with us.” 

Travelers across generations are investing in personal wellness and self-care, and that’s why travelers report that their leisure travel in 2024 is likely going to focus more on rest and relaxation.

Gen Z, the youngest generation of adult travelers, is the most intentional about these activities, like taking time to wind down before bedtime to get better rest, and this is likely to inform their travel habits. 

With a renewed sense of comfort with traveling and as travelers prioritize their travel experiences over spending in other ways, 64 percent of travelers expect to reduce their spending in other areas so that they can spend more on the travel experiences they want. 

Culinary experiences are the most desired travel experiences in 2024, with exploration and adventure activities coming in second place. Leading the way with both of these trends are Millennial and Gen Z travelers. 

Travelers across generations will continue to desire personalized travel experiences, with a focus on booking travel online. Eighty percent of travelers believe it’s important to be able to book their trips entirely  online, with a large majority of younger generations leading the way with this trend. Seventy-six of travelers enjoy using travel apps that reduce travel stress. 

As business travel continues evolving following the pandemic, 2024 will be no different, seeing a few trends like longer work-leisure trips, and even bringing along a companion. 

In fact, 24 percent of travelers plan to take a friend or family member with them on a business trip next year. The generation leading the way with this new trend are Millennials (at 29 percent). 

As we begin planning for the year ahead, an increased desire for slower-paced travel experiences with a