Even during the height of winter ski season, you can still hear the rhythmic pop of a tennis ball hitting a racquet around Stanglwirt, a decades-old luxury resort in the Austrian Alps near the tony mountain town of Kitzbühel. While Stanglwirt is now known for its laundry list of world-class amenities (including a fantastic wellness program), tennis is in fact what put it on the map. Through tennis management firm Peter Burwash International, Stanglwirt expanded its entire tennis program in the 1970s and 1980s, including building more facilities to accommodate tennis camps—a novelty at the time.
Travel Trends 2024 Report (Part 1): Authenticity And The Rise In A.I.
12.11.2023 - 10:33 / forbes.com / Darrell Wade
In this series of articles, I talk to a wide range of travel experts, insiders and luxury brands to find out more about the future of travel for next year and beyond. Today, I look at two growing trends: the search for authentic travel and how technology can elevate travel experiences.
TREND 1: DEEP AND MEANINGFUL TRAVEL
Connecting with local communities, learning about local cultures and harnessing authentic experiences are all key for travelers.
In Intrepid Travel’s recent ‘A Sustainable Future for Travel’ Report–which was published in collaboration with foresight agency, The Future Laboratory–‘People-Positive’ travel is pegged as the successor to sustainable travel. Going forward, regenerative travel will focus on travel being social-led instead of product-led, says the report, with people-positive travel focusing on forging deeper human connections, as well as considering the environmental and social impact. Inclusivity will also be key, with travel companies like Intrepid focusing on social change through connection. One area has seen Intrepid investing in recruiting more female leaders in locations such as Morocco and India, doubling the number of female leaders in recent years, and introducing 100 new Indigenous-focused trips in 2023. Focusing on local communities will also be key, helping prevent ‘tourism leakage’, when money flows out of the destinations.
“One of the problems with tourism at the moment is that it is the opposite of regenerative,” explains Darrell Wade, co-founder and chairman of Intrepid Travel. “It's extractive–and this cannot continue for much longer.”
Meanwhile, Hilton’s 2024 Trends Report finds the makeup of the modern traveller is evolving. It identifies an emerging theme of travelers prioritising experiences (85%), with many looking forward to exploring the unknown (81%), trying the local cuisine (64%) and learning about local customs and traditions (48%) when on holiday. And people are saving the pennies to make it happen, with more than half (52%) reducing spending in other areas to prioritise travel. Hilton’s global trends report found over half (56%) of people in Britain plan to spend more on travel in 2024 than in 2023. Some are going further to immerse themselves into local traditions, with 25% looking for locally-sourced food while away.
Cartology Travel, a bespoke, luxury travel agency, describes its focus as curating unique experiences around the world by working with select local partners to ensure memorable stays. The company agrees that the search for authentic travel experiences has been a growing trend over the past few years. “Clients are keen to meet and connect with local people and delve into new experiences,” says co-founder Justin Huxter.“This
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