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As the final months of 2023 draw to a close and 2024 approaches, people around the world are proactively working to avoid being affected by events at home, aiming to maintain necessary composure. While in previous years travel was seen as a way to escape reality, the latest research suggests that in 2024, travel will be a way to enjoy every moment of life.
With 81% of Vietnamese tourists stating they feel most comfortable and happy when traveling, and 72% wishing to maintain this comfortable and confident state even after returning to their daily lives, to always be the best version of themselves, the emergence of AI as a powerful tool in 2024, replacing tedious tasks for tourists, will also give us more opportunities to focus on exploring and doing what we love.
Travel will allow us to break free from our daily lives and live our passions, based on research of over 27,000 travelers across 33 countries and territories, combined with data from leading digital travel platforms, to produce seven travel predictions for 2024.
(Alter) Ego Enthusiasts: Creating Alter Egos - Pursuing a New Self
Creating epic versions of themselves while traveling will help travelers feel excited about their trips in 2024. 37% of travelers said they would bring their authentic stories to share when meeting other travelers. They feel excited to reimagine and live as version 2.0 of themselves, with 78% of Vietnamese respondents saying they enjoy anonymity while traveling and the opportunity to reinvent themselves.
They tend to change and show a different side of themselves when traveling to feel more comfortable and enjoy themselves more. 76% feel that vacations are the best time to fully enjoy themselves, to escape daily constraints and live as their true selves. 56% said they are willing to pay extra to rent a more luxurious car than the one they usually drive to boost their confidence.
Furthermore, 65% of Vietnamese travelers say they feel like the "main character" in their trips, becoming the star of their own lives. Travel, therefore, offers a new personal interface for travelers to share their inspiration on social media.
Cool-cationers - A "cool" vacation
With global temperatures continuing to rise, travelers are seeking destinations that help them escape the heat. Three out of four Vietnamese travelers said that global climate change will significantly impact how they plan their travel in 2024, with 75% saying that to avoid the hot climate where they live, they would choose to vacation in cooler locations.
The majority of Vietnamese tourists (82%) said that being near the sea or locations close to rivers and waterways makes them feel more relaxed and comfortable, and they would choose to vacation at these locations in 2024.
As "waterfront" vacations become a top priority, water-based relaxation and wellness services are predicted to rise in popularity, including underwater meditation, floating yoga, water sound therapy, and resorts in mountainous areas, especially those covered in snow, or underwater hotels.
The element of water and its refreshing coolness will intersect as it receives more attention from tourists in the coming year, allowing them to enjoy swimming freely in natural currents or seeking ice therapy to soothe their souls.
Surrender Seekers - Letting Go of Control
Travelers in 2024 are trending towards spontaneous adventures. More than half (62%) will book a trip without doing any research until they arrive. Adventurous travelers in 2024 want to skip pre-planned vacations and immerse themselves in exploring new, lesser-known lands with strangers. Nearly 60% of Vietnamese travelers say they won't plan their vacations in advance, and 81% will have a flexible plan to change their itinerary whenever they wish.
The tourism industry has been responding to this need by offering flexible, technology-driven services that allow travelers to cancel, change plans, and buy now and pay later with just one touch. The explosion of AI will become even more apparent in 2024: up to 65% of Vietnamese travelers will trust AI to plan their trips next year.
Culinary Excavators
Cuisine plays a crucial role in the travel experience of 73% of Vietnamese tourists, as they are more eager than ever to discover "must-try" dishes at their destination. Culinary tourism will guide explorers to discover the unique cultural and historical values embedded in local dishes, contributing to the preservation of unique cultural elements that were thought to have been lost, but are still preserved in dishes that appeal to all five senses of the diner.
The majority of Vietnamese tourists (94%) will want to try local cuisine and explore traditional flavors in the coming year, opening doors to forgotten cultures in many parts of the world. Local tourism experiences are projected to increase significantly in 2024, taking travelers on culinary journeys with compelling stories, while also bringing added pride and income to communities globally.
Reboot Retreaters - Healing Retreats
Amidst the constant changes taking place in many parts of the globe, travelers will gravitate towards trips that help them grow personally and find the life they desire.
62% of single Vietnamese travelers will spend time during their holidays looking for a new romance or partner. On the other hand, parents who are tired and busy with daily life also tend to book more personal vacations in the coming year. The majority of parents in the Asia Pacific region (66%) will travel without their young children or spouse, prioritizing time for themselves.
A La Carte Affluencers - Budget-friendly, luxurious travel
Travelers in 2024 will cut costs and use those savings to buy luxury vacation experiences like the elite. Those following this trend want to show off their affluence, spending without much thought, but behind it all is a meticulously planned budget and an optimized travel itinerary built with the help of AI.
In fact, up to 71% of Vietnamese travelers want in-depth information and tips from AI to enhance their vacation experience with suggested deals and additional products/services, all with just a few simple taps.
Additionally, in 2024, nearly half (48%) of travelers plan to choose destinations with lower living costs than their current residence. Traveling closer to home will also attract travelers seeking luxury but less expensive vacations to minimize costs in 2024 (54%). 66% of Vietnamese travelers are willing to purchase day passes to use amenities in 5-star hotels instead of actually staying there. And a similar number of parents (66%) will plan for their children to travel during the off-season to optimize their budget in 2024.
Mindful Aesthetes - Aesthetics in conjunction with mindfulness
Previously, "sustainability" and "style" were two incompatible concepts, and "ecotourism" evoked images of somewhat boring or spartan resorts. But in 2024, tourism is an intersection of creative design and mindful experiences, opening up inspiring new opportunities for travelers who want to make conscious and responsible choices, not just for short vacations but to make it a lifestyle.
73% of Vietnamese travelers will seek accommodations with unique architecture, creative ideas, and high aesthetic value while still addressing environmental and social challenges. 78% want to see sustainable initiatives implemented in practice, and 83% desire rooms designed with green spaces and plants that mimic natural landscapes. In 2024, in return for efforts and desires to conserve nature, travelers will receive more sustainable travel itineraries, taking them to places where they are contributing to conservation, thus continuing to contribute and maintain the highest possible level of mindfulness while traveling.
Varun Grover, Country Director of Booking.com Vietnam, said: “Travel trends in 2024 show that travel is not simply an escape from reality, but also a way to enjoy life with passion and excitement. From adventurous journeys to new lands, to cultural discoveries and other multifaceted experiences, travel allows us to live the best version of ourselves. The fact that Vietnamese travelers maintain a more sustainable desire to explore and respect the cultural heritage of the places they visit is a very encouraging sign.”
