Consumer Habits

Economic pressures are driving budget-conscious travel in Europe, reshaping spending, boosting midscale hotels, packaged trips, and loyalty programs—brands that adapt will thrive.

Luxury travel is evolving to encompass multiple experiential aspects of travel. In order to best capitalize on high demand and supply gaps, luxury hotels can differentiate themselves by broadening their offerings and embracing lucrative emerging experiential trends.

If 2023 was the year of revenge travel, and 2024 of normalization, what will 2025 bring? Likely a slow and steady baseline of growth amid divergence, challenges, and change.

This quarter, it seems like cautious optimism defines U.S. travel, with growing financial confidence balanced against rising costs and adjusted spending behaviors.

The tours and experiences space is rapidly evolving in an altered post-COVID-19 market, driven by desires for authenticity, immersion, and “experiencing like a local”. Not only is this a major opportunity for tour operators and travel agents, but experiences also drive extension of trips, presenting opportunities for the accommodation and other travel sub-sectors as well.

Wellness tourism is on the rise as travelers increasingly prioritize mental and physical well-being. By focusing on personalized experiences, sustainable practices, and innovative wellness offerings, businesses across the travel value chain, from hotels to investors, can capitalize on this lucrative opportunity.

Regenerative tourism represents an opportunity for the industry to respond to clear market demand and develop new approaches to sustainability and innovative business models. But it suffers from a lack of defined methodologies and demonstrable impact.

Women are reshaping travel as key decision-makers, prioritizing meaningful, independent experiences.

Families are embracing travel, fueled by multi-generational trips and increased spending confidence.

Our biggest report of the year with 350+ insights. Understand the consumer, business, and investment trends defining the state of travel in 2024. Our goal was to create a chart for any major travel question you may have.

Carbon offsets exist within a flawed ecosystem but with the current challenges of decarbonizing the aviation industry, they should not be disregarded as an interim measure in the journey towards decarbonization. It is incumbent on the industry themselves to reform a broken system.

Don't panic over vacation rental rants online! Our research reveals these are growing pains, but not a sign of doom. Travelers still like vacation rentals for the space, affordability, and convenience they offer. This unique blend ensures continued popularity among travelers.