In a recent global survey conducted by Hilton and Ipsos, travellers from different generations have indicated that they are willing to cut down on other areas of personal spending to prioritise leisure travel in 2024.

The survey, which gathered insights from more than 10,000 travellers across nine countries, revealed that the top reason for travel in the upcoming year for the majority of respondents, regardless of their generation, is to rest and recharge, with an increased emphasis on getting quality sleep during their trips.

Hilton has released its third annual trends report entitled: "What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead," shedding light on the evolving preferences and passions of travellers from different age groups and their views on travel.

Four key trends shaping travel in 2024 and beyond

The report identifies four prominent trends expected to drive change and innovation in the travel industry in the coming years:

1. Travellers will invest in their sleep

The importance of personal wellness, especially the need for a good night's sleep while away from home, is a focal point for travellers in 2024.

This trend has gained momentum as a result of the challenges of recent years, which have heightened the desire for rest and relaxation during travel. Travellers are expected to seek out products and brands that align with this focus on better sleep.

2. Travellers will value connectivity and personalisation

Travellers in 2024 will increasingly seek seamless and hyper-personalised experiences, from booking to on-property activities. According to the survey, a remarkable 80% of global travellers find it important to be able to book their entire trip online.

Millennials and Gen Z-ers are at the forefront of this trend, with 86% and 83% respectively valuing online booking. Additionally, 76% of global travellers appreciate travel apps that reduce the friction and stress associated with travel.

3. Culture and experiences will drive leisure travel decisions

The report highlights a shift in priorities among travellers, with a growing emphasis on experiences over material possessions. In fact, 64% of global travellers express an intention to reduce spending in other areas to prioritise leisure travel in 2024.

Culinary experiences are at the top of their budget priorities, followed closely by exploration and adventure. Gen Z-ers and Millennials are allocating more of their budgets to these experiences compared to other generations.

4. Business travel trends will redefine expectations

The way people conduct business has evolved significantly in the wake of the pandemic, leading to changes in business travel trends. Blended leisure and business travel, longer stays and the popularity of secondary markets for meetings and events have all gained prominence.

A notable finding is that over a third of Gen Z and Millennial business travellers plan to extend their business trips to enjoy leisure time before or after their work commitments.

24% of global business travellers intend to bring a friend or family member with them on a business trip in the next year.

These trends are expected to shape the travel industry in the years ahead, prompting innovation and adaptation to meet the evolving needs of travellers from all age groups.