Travel trends: Full guide for hotels

What are travel trends?

Travel trends are repeating patterns that have been identified and become common enough to quantify. These trends may relate to trending traveller behaviour, hotel industry trends, airline trends, and general hospitality trends.

Travel trends can gain and lose momentum based on a number of factors, including societal shifts, economic conditions, the impacts of technology and more. For example, recovery from the COVID-19 pandemic saw a strong trend of domestic travel and staycations, both due to travel restrictions and uncertainty from travellers.

This blog will cover the biggest travel trends your property should be aware of right now and how you can take advantage of them to boost revenue.

Why is it important to track travel industry trends?

It’s vital to keep your finger on the pulse of travel industry trends if you want to keep driving reservations and revenue at your hotel. Guests are always on top of trends and they expect their accommodation provider to respond in kind.

For instance, in an environment where travellers are increasingly looking for unique, authentic, and genuinely personal experiences, brands that are generic or impersonal are likely to suffer.

Here’s a full range of benefits you can gain from staying on top of travel industry trends:

1. Clearer understanding of guest behaviour

Travel industry trends will help you determine the preferences, needs, and profiles of potential guests. This will allow you to make your marketing and sales efforts more focused and effective.

2. Improved ability to optimise revenue

With a better picture of your potential guests, you can adjust pricing strategies, promotions, and packages to entice a greater volume of bookings and additional spending per reservation.     

3. More efficient operations

By understanding travel trends such as demand fluctuations, technology innovations, or sustainability practices, you’ll be able to adopt new ways of working that allow you to save time and money at your business.

4. A competitive advantage

With a deep knowledge of trends, you’ll be able to spot opportunities and create unique offers that your competitors might not have considered. It will also help you be aware of potential challenges or pitfalls to be avoided so you don’t get caught out by unexpected events.

5. Enhanced guest experience

With trends top of mind, you’ll be better prepared to meet the expectations of guests and cater to their individual preferences. This can have a flow on effect that includes a better online reputation due to positive feedback, a larger social presence fed by happy guests sharing their experiences, and more bookings spurred by word-of-mouth marketing.

What are the new travel trends?

New and current travel trends revolve around guest booking trends, tech innovations, and revenue optimisation strategies. Personalisation and data are two other important factors to focus on in the future, as well as a society that is becoming more environmentally conscious.

As an accommodation provider, if you can keep an eye on these areas you’ll always be best placed to succeed.

More broadly, there are a huge number of trends that are prominent within the industry right now.

To stay relevant and ensure a regular flow of bookings, don’t ignore the following 10 trends:

1. Increases in mobile bookings continue
2. Social media’s influence on decision-making
3. Growth in Asian and Asia Pacific travellers who come with a unique set of ideals and preferences
4. The necessity of multi-channel distribution
5. A requirement for businesses to be led by tech
6. Greater affordability for travel is bringing new markets into play
7. Demand for trips to be enriching and fulfilling
8. Travellers are now willing to spend more if it means they get a unique experience
9. Hotels are now communal gathering spaces, where people can plug-in, work, socialise, and be an active part of the community
10. Travellers are becoming increasingly more accustomed to voice-assisted technology in their homes, which means they are now using to research travel as well

Holiday travel trends

Holiday, or leisure, travel trends are always evolving too. There’s always a new destination that is the flavour of the month, or a new way to travel that combines multiple elements.

Consider the impact of social media, the economy, politics, and any other factors that directly influence millions of people. It’s no wonder new trends are always popping up.

The way that people holiday can change from region to region as well. For example, those particularly affected by rising cost of living, might opt for more trips to the great outdoors where campsites and cabins present as more affordable accommodation options.

Overall though, some holiday trends you might see occurring include:

• A focus on holistic hospitality, where a balance between wellness and recreation is struck.
• Regional and rural areas getting more love for travellers looking for unique or less-discovered destinations.
• Locations featured on TV and film being inundated with tourists looking for an opportunity to spend time in a setting they’re passionate about.
• An uptick in slow travel, where travellers prioritise a deeper and more responsible connection with their destination.
• More celebration vacations as people look for excuses to take small getaways.
• Destination duplicates, a trend that sees travellers swap over crowded and expensive destinations for similar trips that are more affordable and less saturated by tourism.
• An increase in shoulder season travel as guests look to save some money and avoid crowding while still enjoying conditions comparable to peak season.
• Music tourism that motivates travellers to commute long distances to see famous acts or attend big festivals.
• Extended stays allowing for a more comprehensive immersion into the destination.
• Sustainable travel that focuses on eco-conscious transport, accommodation, and activities.

Summer travel trends

Summer is always a hot, busy, period in travel when demand is usually at its highest. 

In summer, you can usually expect some trends around:

• Increased spending
• Roadtripping
• Outdoor adventures
• Glamping
• Beach destinations 
• Festivals and celebrations
• Luxury, exclusivity, and private retreats
• Experiential travel
• Euro trips
• Using AI for recommendations and planning

TikTok travel trends

TikTok is one of the latest social media platforms to take the world by storm and it can be a popular place to identify travel trends as users share their experiences and tips for viewers.

There’s also a large variety of content that is being created on TikTok specifically about travel. It’s become so big that 60% of users in Germany, Austria, and Switzerland say they’re likely to book a holiday based on recommendations they’ve seen on TikTok.

The platform is most popular among 18-24 year-olds, with 66% using it for travel ideas and 24% booking trips as a result.

Examples of travel trends created or perpetuated on TikTok include:

• Food, fitness, and fashion vlogs that focus on travel destinations
• Quick reviews of accommodations, destinations, and attractions
• Exploring destinations through a new lens – such as via a GoPro connected to a pet
• Eco tourism tips and advocacy
• ‘Hidden gems’ exploration
• ‘Most’, ‘Least’, ‘Best’, ‘Worst’ destinations
• Travel hacks for packing, navigating, and saving money
• Interactive challenges such as destination guessing competitions 

Full list of global travel trends

So we’ve explored why travel trends are important and listed a few current trends to be aware of. However, there are a whole bunch of global travel trends that are here to stay for the long term – such as trends by demographics and generations, trip types, and accommodation types.

Let’s take a look.

Gen Z travel trends

Born between 1997 and 2012, Gen Z has grown up with the internet at their fingertips more than any other generation. Interestingly, Gen Z reports feeling more lonely than other generations, even those aged 65+. Some assume this is because they are often digitally hyper-connected but have low social connections in real life.

Gen Z is also the most concerned about climate change, which makes sense considering that they’re the latest generation of teens and adults who are experiencing the devastating effects of weather mood swings and are concerned about what the world is going to look like when they are 30, 40, 50 years old and beyond. 

Surprisingly, 38% of Gen Z have been found to prefer traditional travel agents over online booking, with personalised service playing a major role in their thinking.

All of this context feeds into Gen Z travel trends, which are focused on:

• A preference for experiences and authenticity over material goods
• A willingness to spend more on travel than other generations
• A mobile-first and flexible approach to booking accommodation

Little Hotelier’s tip for attracting more Gen Z travellers

Try to utilise user-generated content – this means finding ways to make it more likely that your guests will share their experiences on Instagram, TikTok, and Facebook. If they tag your business directly, that’s even better.

Millennial travel trends

Born between 1981 and 1996, Millennials love to love to live in the moment, meaning they can be impulsive and adventurous but also demanding. They are also personalities who want experiences over material possessions. This has an impact on the tourism industry, since it has to try to please one of its biggest markets.

Millennials are tech-savvy and they know how to search high and low for a good hotel deal. They’re also very vocal and will not hesitate to share their honest thoughts on review sites and social media if your facilities and services fail to impress.

Here are a few of the major Millennial travel trends you might see:

• Food and culture are a huge priority when travelling
• Highly influenced by the internet and social media
• Enthusiastic about travelling off the beaten path to find adventure or new experiences

Little Hotelier’s tip for attracting more Millennial travellers

Prioritise free and reliable Wi-Fi as well as smart technology in rooms and around your hotel, since millennials are a very digitally connected segment. 

Read our full guide on Millennial travellers to learn more.

Baby boomer travel trends or senior travel trends

Born between 1946 and 1964, Baby Boomers and senior travellers often have more financial freedom than younger generations and spend an average of 27 days travelling each year.

Given their advanced age today, they enjoy slower, more relaxed, trips that allow them to enjoy a destination without too much hassle. They’ll often stay for longer and book guided tours or group activities.

Here are some more common Baby Boomer travel trends:

• They are keen on ticking off ‘bucket list’ destinations
• Wellness and relaxation are top of mind
• Group and luxury travel are a popular modus operandi, including cruise trips

Little Hotelier’s tip for attracting more Baby Boomer travellers

Comfort and accessibility should come before all else. Spacious rooms, simple to use amenities, and plenty of information will help give these travellers peace of mind.

Business travel trends

Business travellers have a specific purpose and set of needs when they travel. Usually they don’t have a lot of spare time, are tired from their travel, and have a lot they need to do while staying at their destination.

Increased diversity and globalisation means there is potential for more business travel than ever before, though this is somewhat in contrast to technology making it easier than ever to communicate across time and space.

However, business travel is a booming industry in itself and there are few significant business travel trends to watch out for:

• A greater focus from organisation and individuals on sustainable travel and accommodation
• A relentless increase in the use of technology to aid in their trips and work
• A desire for loyalty programs that offer experiences, not just points or discounts

Little Hotelier’s tip for attracting more business travellers

Make it easy for them to conduct work in their room or somewhere quiet in the hotel. Provide adequate work spaces, power points, and try to automate things like check-in and check-out as much as possible.

Bleisure travel trends

‘Bleisure’ is the name given to trips which comprise both business and leisure activities. They’ve booked a trip to a particular destination because they have business to take care of in that area, but they will extend their trip by a few days in order to take in the sights and sounds of the community. It’s a trend that has become more commonplace over time and one that Millennials and Gen Z abound in.

Bleisure travellers in general are going to look for spontaneous services, speed, and convenience to make the most of their time.

Some strong bleisure travel trends include:

• A focus on urban centre and their surrounds
• A big desire for personalisation and convenience
• A craving for travel and booking flexibility if plans change

Little Hotelier’s tip for attracting more bleisure travellers

Offer enticing packages or promotions that encourage extended stays. This might be a discount, a free restaurant voucher, or a ticket to a local attraction.

Luxury travel trends

Luxury travellers almost speak for themselves. They enjoy the finer things, are willing to spend more, and have high expectations around what satisfactory service is.

It’s seeing somewhat of a resurgence in recent times, as travellers seek comfort combined with exclusivity as the world fully awakens post-COVID.

Here are the key luxury travel trends to be aware of:

• Tailored itineraries are becoming more popular
• Whether it’s an exclusive amenity, a secret tour, or a hidden menu item, luxury travellers expect something extraordinary
• Active/adventure trips are making their way into the luxury market

Little Hotelier’s tip for attracting more luxury travellers

Cultivate exclusive partnerships with luxury brands to give guests a special experience, package, or value-added offer.

Solo travel trends

The number of solo travellers is steadily on the rise, and that doesn’t appear to be changing anytime soon. As people become more comfortable with embarking on a great adventure on their own, they are seeking places that will accommodate them and also provide them with unique opportunities. Women, especially, are starting to travel more on their own to challenge themselves and embrace independence.

Some prominent solo travel trends include:

• The biggest motivator is a feeling of freedom and independence
• Immersive experiences that allow for self-discovery and personal growth or healing are popular
• It’s very common for solo travellers to also be digital nomads, working from exotic locations for long periods of time

Little Hotelier’s tip for attracting more solo travellers

Create offers that promote your hotel as both a haven for escapism but also a doorway to adventure. Create ultimate comfort at your hotel while partnering with local businesses to provide compelling packages.

Group travel trends

Group travel will always be popular, as long as humans remain. The joy of shared experiences and growing connections is the driving force behind group travel.

Whether it’s family, friends, work colleagues, or solo travellers joining tours, group travel is a valuable segment of the industry.

Current group travel trends include:

• Multigenerational groups such as families travelling together to strengthen connection
• Technology allowing for convenient and efficient group travel planning an organisation
• Wellness retreats taking groups on a shared journey of healing and growth

Little Hotelier’s tip for attracting more group travellers

Flexibility is key. Ensure you can offer a variety of room types, dining options, and activities at your property to cater for what might be diverse groups with varying preferences and requirements.

Adventure travel trends

Adventure travel seems to be an all-conquering part of the market, expanding to become more accessible to all demographics in recent times.

Travellers seeking adventure find it thrilling to do so in far off destinations as it adds to the exhilaration – whether that’s going on African safari, whitewater rafting in Canada, or skydiving above Switzerland.

Noteworthy adventure travel trends include:

• An increase in solo and women-only adventure travel
• Visiting niche destinations to support local communities via adventure tourism
• The entry of age-appropriate adventure travel for seniors

Little Hotelier’s tip for attracting more adventure travellers

A surefire way is to ensure you’re partnered with any local adventure operators and tie this into packages for your guests so they can get an all-in-one booking experience.

Wellness travel trends

Health and wellness travel is becoming increasingly popular amongst a diverse range of travellers.

For several years, travellers have been going on wellness trips where they focus on restoring their minds, bodies and spirits. 

Some examples of wellness travel trends include:

• Anti-addiction retreats
• Healthy mind and emotion healing holidays
• Eat-well detox holidays

Little Hotelier’s tip for attracting more wellness travellers

Make your property a one-stop-shop for wellness by offering classes and activities in your shared spaces that promote wellness. For example, bringing in a local yoga instructor to run classes every Sunday morning.

Sustainable travel trends

Sustainable travel is at the forefront of more and more travellers’ minds these days, with a lot of political and social discourse focused on climate change and conservation.

Being aware of individual impacts and choosing ecologically responsible brands has become a habit for a large number of travellers, and should not be underestimated. In fact, 72% say they want to travel more sustainably in the next 12 months.

Here some sustainable travel trends to keep in mind:

• A love of community is driving travellers to seek trips that benefit the locals
• Education forms a big part of why people choose to travel sustainably
• The rise of slow travel, which focuses less on how much is done or how quick you get there and more on taking everything in

Little Hotelier’s tip for attracting more sustainable travellers

Make changes at your property that allow you to market your sustainability. This might include using solar to power lighting and heating, recycling materials, or by showing a commitment to local conservation groups.

International travel trends: Country and region insights

Aside from trends within demographics and travel in general, it’s also useful to be across broad international travel trends in your own country or region as well as in those where your guests might be coming from.

Let’s take a look at what trends are occurring in some of the world’s biggest travel markets.

APAC travel trends

The Asia Pacific region is a hotbed for travel, for all types of travel – from backpackers, to adventurers, to luxury lovers.

A few APAC travel trends to note right now include:

• Japan is seeing 11.6% more inbound passenger arrivals than in previous years
• Mainland China’s domestic travel levels have exceeded previous years
• India is growing strongly in terms of outbound travel, with a 248% arrival increase seen in Vietnam alone
• There is still a leaning towards ‘revenge’ travel, with travellers prioritising travel in their budgets and looking for luxury experiences
• There’s a race on to become the region’s premier meetings, incentives, conferences, and exhibitions (MICE) destination, with Singapore, Hong Hong, Thailand, China, and Malaysia all ramping up their efforts.

US travel trends

Being one of the world’s most popular travel destinations, as well one of the world’s biggest outbound markets, you can’t talk about travel trends without talking about the US.

Some of the most interesting reports include 58% of travel managers expecting spending growth in 2025, 67% of corporate travellers extending their trip for leisure, and over 60% of corporate travellers expect to attend at least one conference or travel trade show each year.

Some other current US travel trends revolve around:

• An increase in both summer travel and spending from US citizens
• Orlando is one of the most popular domestic flight destinations
• 54% say they will choose budget-friendly and smaller accommodations on their next trip
• The US is home to some highly publicised ‘hidden gems’ such as Crater Lake in Oregon and Havasu Falls in Arizona.
• Sports tourism remains strong, both home and abroad with travellers willing to travel for big events

Travel trends in Europe

Rinse and repeat for Europe, with millions of travellers flocking across borders and arriving by plane each year to explore the diversity that European nations offer.

The travel sector in Europe has now rebounded strongly from the pandemic and is seeing plenty of healthy trends including:

• Affordable destinations such as Serbia, Bulgaria, Turkey, Malta, and Portugal have seen big increases in international arrivals
• France and Germany have and will continue to benefit from being prime locations for major sporting tournaments and events, with big expenditure increases surrounding draw cards like the Euros and the Olympics.
• Tourism is diversifying, with growth is lesser known destinations such as Albania and Montenegro
• Online discussion is centring around sustainable travel and finding locations that are not overcrowded
• Tourists in Europe are starting to increase their volume in shoulder periods, rather than sticking to the normal peak summer seasons

Domestic travel trends

Of course, domestic travel is just as important to hotels as international travel, sometimes moreso.

After the coronavirus pandemic, a newfound love for domestic travel awakened around the world, with trends in countries across the globe focusing on:

• The exploration of regional areas
• Wellness and relaxation getaways
• An uptick in remote work and digital nomads
• The return of the roadtrip
• Shorter trips, more often

After using Little Hotelier, we saw an increase in bookings compared to never using the system. I highly recommend property owners to try Little Hotelier and they will know that it’s really good!

Maneerat Wiriyarat,

Owner

Long N Joy Samui Apartment Service

Read more

Travel trends report: Your must-read every year

It must be said it’s almost impossible to run a hotel and also keep up with every travel trend that’s popping up. Which guest segments are travelling in large numbers? What travel type is most popular? What countries are stable and economically healthy? It’s a lot.

So how do you know what to prioritise?

If you ask us, there are two reports released each year that every hotelier should be reading if they want to stay on top of how to attract and win guests while maximising revenue in the process. These are both produced by SiteMinder, the industry’s leading hotel platform:

• The Changing Traveller Report details the sentiments, motivations, and preferences of the modern traveller, giving hotels unique insight into how to attract and satisfy their guests.
• Hotel Booking Trends unearths the most powerful booking sources, metrics such as lead time, length of stay and cancellation rate, average daily rate fluctuations, domestic and international travel splits, and more for major destinations all around the world.

Use these reports, which are updated annually, to keep your finger on the pulse of the industry’s most important travel trends.