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2024 Travel Trends and What to Expect This Year

As seasoned luxury travel advisors with almost two decades of expertise in curating extraordinary travel experiences, we’ve eagerly delved into the latest trends shaping the travel landscape in 2024.


Our insights, cultivated through meticulous research and a pulse on the industry, reveal a dynamic and exciting landscape of evolving preferences and emerging paradigms. This year, as the world continues to rebound from 2020 and redefine the way we explore, we’re thrilled to present the top 10 travel trends and what to expect this year as a luxury traveler.

1. Destination “dupes”

In the realm of 2024 travel trends, the surge of destination dupes is making waves. Similar to the viral pursuit of budget-friendly alternatives seen on TikTok for beauty products, travelers are now on the hunt for lesser-known destinations that echo the appeal of their favorite spots. This emerging trend, identified as a significant trend by Expedia for 2024, sees an increasing number of travelers opting for off-the-beaten-path locations rather than overcrowded hotspots. And if you’re looking to really disconnect, check out our blog “Secluded Luxury: Isolated Properties with Private Escapes”. Sometimes seclusion and privacy can be the ultimate luxury.

As luxury travel advisors, our expertise lies in curating tailor-made experiences aligned with your preferences. Looking for a bustling city minus the usual crowds? Our Hotel Plus and Tailored Luxury services are crafted precisely for this purpose. Together, we handpick the perfect destination dupe that resonates with your trip goals. Whether it’s the charm of a lesser-known European town or the tranquility of an offbeat island, we specialize in crafting bespoke journeys that embody your travel preferences and save you from overcrowded areas.

2. Wellness Travel

The surge of wellness travel as a prevailing trend in 2024 continues to build upon its rapid growth since the onset of the COVID-19 pandemic. Forbes recently highlighted the future of wellness travel, underscoring its sustained importance in the travel industry. The Global Wellness Institute’s (GWI) comprehensive report, “The Global Wellness Economy Monitor Report: 2023,” unveiled at the Global Wellness Summit in Miami, solidifies this trend. Notably, it confirms the global wellness economy’s remarkable recovery trajectory following the pandemic’s upheaval, signaling a promising surge. This resurgence aligns with the needs of individuals, as highlighted by a 2023 survey from the American Psychological Association, revealing that three-quarters of adults experienced heightened stress levels over the past year.

GWI forecasts a steady increase in consumer spending on wellness, predicting an annual growth rate of 8.6 percent. The global wellness economy is anticipated to reach $6.3 trillion by the end of 2024, surging to $7.4 trillion in 2025 and an impressive $8.5 trillion by 2027—nearly doubling in size since 2020. Moreover, Hilton’s 2024 Trends Report echoes this sentiment, emphasizing travelers’ heightened focus on personal wellness. Specifically, there is a noteworthy emphasis on achieving quality sleep while away from home. Regardless of generation, rest and recharge have become the number one top priority for travelers in 2024. And luckily for you, we partner with some of the most beautiful wellness resorts around the globe. Read our blog on our favorite wellness resorts. Contact us to talk to an expert on our team about the best resorts based on your travel preferences.

3. Bespoke Experiences

n 2024, the ascent of personalized travel experiences stands as a significant trend in response to the evolving expectations of modern travelers. Today’s explorers seek more than just seamless travel; they crave consistent and tailored experiences that cater precisely to their individual needs. While technology plays a pivotal role in providing intuitive support throughout the travel journey, there’s an irreplaceable human touch intrinsic to hospitality that travelers deeply appreciate.

At our advisory, personalized travel experiences are at the heart of what we offer, especially through our exclusive Tailored Luxury service. This top-tier service level embodies our commitment to crafting bespoke itineraries, ensuring each detail reflects the unique preferences and goals of our clients. Our specialized consultants meticulously design custom itineraries that steer clear of the ordinary, with every recommendation tailored to match the distinct travel styles and aspirations of our clientele. To initiate this personalized journey, our Tailored Luxury service incurs a $400 planning fee, underscoring the time and dedication we invest in ensuring an unparalleled travel experience for each and every traveler we serve. Schedule a complimentary discovery call to see if we can help plan your next trip.

4. Business Travel Redefined (“Bleisure”)

In 2024, the resurgence of business travel takes center stage, as highlighted in Hilton’s 2024 Travel Trends Report. A significant 46% of global full-time and self-employed workers are poised to embark on business trips or engage in bleisure travel—a seamless blend of business and leisure. This resurgence signifies a shift in how professionals approach travel for work purposes, showcasing a notable evolution from traditional business trips. The landscape of business travel has transformed, with the industry adapting to accommodate changing dynamics in the why, how, and where of conducting business on the road.

Notably, more than a third of Gen Z and Millennial business travelers are embracing the trend of extending business trips to incorporate leisure activities before or after their work commitments. This indicates a resolute commitment among business travelers to optimize their time on the road, integrating opportunities for work, personal connections, and leisure pursuits.

5. Europe is (Still) Hot, Hot, Hot

Europe stands as the definitive hotspot for travel enthusiasts in 2024, and if a European adventure is on your agenda, swift action in booking is strongly advised. The previous year, 2023, witnessed an unprecedented surge in travelers to the continent, setting record-breaking numbers, and the momentum shows no signs of abating in the current year. With the Paris Olympics and Taylor Swift’s Eras tour, there are even more reasons to plan a trip to Europe this summer.

Italy was the top-visited country last summer. Among Italy’s most sought-after destinations, Sicily and Puglia are two trending destinations that shouldn’t be overlooked. The White Lotus effect has notably contributed to the influx towards Sicily, while Puglia’s charm and pronounced as ‘POOL-ia’) continue to garner attention. Read our blog for a full list of activities, luxury accommodations, and restaurants that make these two destinations so special. Moreover, heavyweights in the European circuit like Greece, France, and Spain are anticipated to maintain bustling tourism activity, aligning with predictions from various tourism stakeholders. For those considering a European escapade, the time to secure your reservations and explore these alluring destinations is now. If you’re planning ahead to 2025 (strongly recommended), four of the top ten luxury hotels opening this year are located in Europe and worth checking out. Regardless of where your European holiday takes you, we can offer exclusive perks and amenities to your stay at no additional cost to you. If you’ve never been to Spain, read our blog “10 Reasons to Love Spain“. Members from Team O had the privilege to visit several properties in Europe and we wrote all about our stays to give you the inside scoop.

6. Luxury Cruising

Luxury cruising emerges as a prominent travel trend in 2024, undergoing a transformation that has recently started to entice a younger demographic. Notably, the entry of renowned hoteliers like Ritz-CarltonBelmond, and Four Seasons into the cruise market has sparked newfound interest among loyal travelers of these esteemed brands. Our clientele, already devoted to these hospitality giants, approach us with an inquisitive desire to expand their horizons through a familiar and trusted brand in the realm of cruising.

Leveraging our expertise, we’ve also curated a handpicked selection of top-tier luxury cruise lines to help you choose the best fit for you and your travel needs. Additionally, industry insiders report a trend of a higher demand for smaller expedition and adventure cruises. These immersive and intimate experiences are gaining traction, aligning with travelers’ growing penchant for unique and off-the-beaten-path adventures. One of the most exciting boutique and intimate luxury cruise experiences is Coquelicot, A Belmond Boat, in Champagne, France. As the landscape of cruising evolves, the fusion of luxury and exploration captivates a new generation of travelers, reaffirming cruising’s status as a unique and sophisticated travel option for 2024. We work closely with small and large luxury cruise lines and can help you find the right fit for your travel goals. Contact us to get started.

7. Sustainable Travel

As the spotlight on travel’s environmental impact intensifies, the upward trajectory of sustainable tourism becomes increasingly apparent. With heightened awareness about the environmental repercussions of travel, an escalating number of individuals are seeking sustainable alternatives. The World Travel and Tourism Council (WTTC) and the Group jointly report that a staggering 69% of travelers actively prioritize sustainable travel options, a figure that shows no signs of waning in 2024.

Sustainability has transcended being a mere buzzword; it now significantly influences decision-making processes. Fueled by a heightened environmental consciousness, travelers are conscientiously opting for eco-friendly accommodations and embracing responsible tourism practices, all while exuding their unique rizz. This trend underscores a resolute commitment to minimize the carbon footprint associated with travel while simultaneously striving to make positive contributions to local communities. It’s a pivotal shift—one where travel choices are reflective of a deeper commitment to safeguarding our planet’s natural wonders while ensuring the well-being of the destinations we explore.

8. More Immersive Cultural Experiences

In the wake of the pandemic’s aftermath, a renewed zest for exploration envelops the world, driving a remarkable shift in travel priorities. According to Hilton’s 2024 Trends Report, an astounding 64% of global travelers express a willingness to sacrifice other personal expenses to prioritize leisure travel in 2024. The ethos guiding these travel decisions centers on a profound desire for immersive experiences over material possessions.

This year marks the era of the “foodie” traveler, prioritizing culinary experiences that go beyond borders and appeal to people of all ages. The culinary landscape becomes a focal point, with a remarkable emphasis placed on savoring diverse culinary delights as a means of cultural exploration and connection. Moreover, the search for authentic experiences extends beyond dining, with an increasing emphasis on cultural immersion, self-discovery, and fostering connections with others. As travelers plan their escapades for 2024, a significant portion—86%—expresses a keen interest in choosing local and regional cuisines, while 82% prioritize having exceptional dining options within their hotel.

Following culinary experiences, adventure and exploration rank high in the travel agenda, particularly among Gen Z and Millennials, with 52% allocating more budget to these experiences compared to other generations. Beyond exploration, the heart of travel in 2024 lies in cultivating and fortifying connections—with approximately 45% of each generation embarking on journeys to reconnect with family and friends, reaffirming the profound human desire for meaningful connections and cultural immersion. Looking for inspiration? Check out our blog, “Inspiring Travel Destinations Based on Where Our Clients Are Going in 2024“.

9. AI’s Involvement in the Industry

AI has become a game-changer for many industries, including travel. It pulls data from the vast expanse of the internet, offering generic recommendations and trends that anyone can access. It’s excellent for creating lists of top destinations or hotels, but it lacks the depth of personalization that human travel advisors provide. AI will continue to evolve and is pivotal to increasing the ease of travel, including the use of face-recognition technology, evolving the baggage claim process, and customer service chatbots. But, some things are better left to the professionals, and AI will never be able to replicate the value of human connection. Read our blog for our full article on AI’s impact on the travel industry.

10. Using a Luxury Travel Advisor

Yes, we may be biased, but the statistics don’t lie, and according to the 2023 Internova Index: American Traveler Insights, which surveyed over 3,000 U.S. travelers across all generations and wealth groups, there will be a 10% increase in the number of trips booked through a travel advisor this year.

While priorities may differ across generations as to why they use a travel advisor, one thing remains the same: our affiliation with Brownell and Virtuoso provides you with access to exclusive value-added amenities for your hotel stays. As a client of Ourisman Travel, you can feel confident that our name and reputation are working behind the scenes for you. We greatly value our relationships with our preferred vendors and we know they feel the same towards us! They understand that your happiness is our primary focus and we depend on them to execute your stay perfectly so you can be sure to have the trip of a lifetime, every time.

We have outlined ten of our top amenity programs and what you will receive as a client of Ourisman Travel booking their properties. Read the blog to learn more!

Go Into The Year Prepared!

The landscape of travel in 2024 is marked by an array of captivating trends that redefine the way individuals explore and experience the world. The surge of destination “dupes” offers a fresh perspective for travelers seeking unexplored alternatives reminiscent of beloved destinations, while wellness travel continues to flourish, emphasizing the pursuit of holistic well-being. The rise of bespoke experiences and the redefinition of business travel into “bleisure” reflect a profound shift towards tailored and multifaceted journeys.

Europe stands as an undeniable hotspot, with Italy being the top-visited destination. Luxury cruising attracts a younger demographic, while sustainability takes center stage, urging travelers to prioritize eco-conscious choices. More immersive cultural experiences, a heightened emphasis on connections, and the prioritization of culinary delights underscore the evolving preferences of travelers seeking meaningful and authentic encounters.

AI’s increasing role in the industry and the rising preference for luxury travel advisors highlight the significance of personalized expertise and human connection in crafting exceptional travel experiences. At Ourisman Travel, our dedication to providing unparalleled service, access to exclusive amenities, and personalized guidance ensures that every journey becomes an unforgettable adventure tailored to your preferences. As we navigate the evolving landscape of travel, our commitment remains unwavering—to curate extraordinary experiences that surpass expectations and create lasting memories for our cherished clients.

Becoming a client is easy! To get started, please fill out a Travel Request Form or contact us and we will get back to you within one business day. From there, we will have you fill out a client profile form, and then moving forward, any hotel stay booked through us unlocks exclusive and complimentary perks! We look forward to turning your trip into an ultraluxe experience.

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