1. Astro tourism
What’s the trend? Astronomy, of course, is a field of study that has been around since the dawn of civilization, and the act of gazing up at the stars has long been a source of soul-soothing wonder. Today, the more society falls deeper into an ever-expanding virtual world, the more we feel a need to broaden our horizons in the real universe. Astro tourism is the act of traveling with the aim of catching sight of astronomical phenomena—disappearing to lands devoid of any pollution, crowds, and traffic, where we can focus solely on the skies above and while away hours gazing at the stars, planets, and constellations overhead.
2. Eco diving
What’s the trend? A rise in divers choosing their travel destinations based on the sustainability of the scuba centers, and having a more positive and regenerative impact on the ocean once there.
3. Home swapping
What’s the trend? Increasingly, discerning travelers are looking to stay away for longer stretches, while the rise of remote jobs means that working and living abroad has never been more appealing. The catch? Forking out on hefty accommodation fees while you’re at it. Enter home swapping: the perfect solution to guarantee yourself a (free) home abroad while you offer up your own in exchange for weeks or even months at a time.
4. Train stations are the new food destinations
What’s the trend? Train stations around the world are usually passed through as quickly as possible, having not been designed for commuters to stay and hang out. Nowadays, as travel delays increase and visitors want more local experiences, it pays for train stations to welcome travelers with shops, restaurants, and bars for them to explore. In an effort to create a more dynamic visitor experience, historic train stations are being revamped, with bespoke food and drink offerings as an integral part of the redesign.
5. Sports tourism
What’s the trend? Sports tourism has evolved in the past few years with a new generation of sports fan emerging, thanks to glossy TV documentaries (Formula 1: Drive to Survive, we’re looking at you). Now, we’re taking our fandom out of the house and following a host of different sports in destinations across the world, planning trips that hinge around seeing games, races, and other activities in exotic locales, and extending trips on either side to see the sights too.
6. Coolcationing
What’s the trend? For the vast majority of folks, summer holidays used to be about following the sun, seeking the heat—watching the mercury climb and hitting the sands. With the intense, record-breaking temperatures of recent years, however, many are considering traveling in the opposite direction: booking “coolcations” in temperate destinations, which also benefit from being less crowded.
7. Gig tripping
What’s the trend? For years, athletes and wellness gurus were the big headliners at retreats. But rock stars are, well, the new rock stars of travel. Call it the Taylor Swift Effect. Destination concert business is up more than 50%, led mostly by Taylor Swift, says Janel Carnero, a travel advisor at Embark Beyond. In the US, tickets for Swift’s Eras Tour cost thousands and were still impossible to score. Music fans are realizing they can pay less and have a more memorable experience by seeing their favorite pop icons perform in say, Amsterdam or Milan. (Remember when everyone went to see Beyoncé early in Stockholm?) Tours from performers such as Pearl Jam, U2, Doja Cat, and Madonna will anchor trip itineraries, while music festivals—Glastonbury sold out in less than an hour—will be major catalysts for travel.
8. Resorts will help you biohack your health span
What’s the trend? Longevity is the latest wellness buzzword thanks to best-selling books such as Outlive and the hit Netflix documentary Live to 100: Secrets of the Blue Zones. Between 2021 and 2022, venture-capital investment in longevity clinics more than doubled from $27 million to $57 million globally, according to analysis from longevity research and media company Longevity.Technology. Now, the science of extending life and optimizing health has become the focus at hotels. Blue Zones retreats are the new boot camps, and even sybaritic resorts are offering the latest biohacks. Poolside vitamin IV, anyone?
9. Peak season gets the cold shoulder
What’s the trend? There’s been a dramatic recent increase in shoulder season travel to Europe’s most popular destinations (particularly France, Spain, the UK, and Italy), which is set to continue in 2024. Luxury travel specialists Original Travel has launched new shoulder season itineraries to locations traditionally in demand during the summer—including the crystalline seascapes of Sardinia and Corsica—after seeing 14% more bookings for September 2023 than for August 2023. Pegi Amarteifio of Small Luxury Hotels of the World shares similar insights: “Comparing phone reservations in 2023 against 2019, we’ve seen a 33% increase for March to May and a 58% increase for September to November, a pattern reflected across our other booking channels too.”
10. Private group travel
What’s the trend? The post-pandemic desire to gather friends or family and embark on a shared holiday experience shows no sign of abating. In fact, it’s on the increase in luxury travel, as people appreciate the benefits and savor the moment, from three-generation family groups to 50-something empty-nesters keen to rekindle life-long friendships. Just don’t take Succession’s family outing to Tuscany as a role model.
11. AI aims to be your sidekick
What’s the trend? Early last year, after OpenAI’s ChatGPT broke the record as the fastest-ever growing consumer app, travelers started playing around with AI chatbots to get inspiration on where they could go. More recently, major travel booking platforms have started to integrate AI chatbots into the booking experience. But if 2023 was the year of AI chatbots wanting to plan your trips, 2024 will be all about how AI aspires to be your travel sidekick. A wave of new AI-powered features and products aims to support travelers on the ground, all while raising concerns around the potential negative impacts as AI becomes more widely integrated with our travels.
12. Skip-gen travel
What’s the trend? Skip-gen travel describes when grandparents holiday with grandchildren, in other words, “skipping” a generation. “In the past few months, I’ve had around twice as many enquiries as usual for grandchild/grandchild bookings,” says Clio Wood, founder of family retreat company &Breathe. “There’s been a rising trend of grandparents taking their grandchildren away,” agrees Ollie Summers, head of sales at luxury travel operator Scott Dunn. “Often to places that have a sentimental meaning to them.”
13. Train travel gets glam
What’s the trend? Rising climate consciousness has fueled a rail travel revival, and so the luxury train niche is reaching new heights of popularity, extravagance, and ambition. Travel booking platforms are reporting growing demand for luxury rail trips, where the journey is, yes, the destination. In fact, new design-forward train lines increasingly rival the finest hotels for the culinary experiences and bells and whistles on offer.
14. Restaurateur-owned hotels
What’s the trend? Restaurants and hotels are the two keystones of the hospitality industry. And naturally, the two are often intertwined on one premises. Until recently, though, most hotels weren’t started or owned by restaurateurs. Yet as food-focused travel keeps increasing, with people hankering for the next hot reservation and planning entire trips around engaging with a culture through its food, it makes sense that restaurateurs are adding hotelier to their personal bios—and ensuring their new properties have impressive food offerings. We’d be remiss not to mention Nobu, which began as a restaurant in 1994 and in 2013 launched its global hotel brand, as a harbinger of the trend.
15. Silent travel
What’s the trend? In an age of overstimulation, silence might be just what we need from our travels in 2024. Offering a chance to restore and reset, silent travel represents a more mindful kind of trip, one that doesn’t leave you needing a holiday to recover from your holiday. Silent meditation retreats are an increasingly popular wellness trend, but silent travel also encompasses secluded nature resorts, sleep retreats, quiet hotels, silent walking tours and even silent disco and concert experiences.
16. Urban gardens
What’s the trend? Never mind the biophilic office and those pot plants you forget to water: Whole cities are going green as architects and planners create leafy microclimates amid the grey concrete to help keep us cooler, connect communities and even feed us.
17. Back-of-house tours
What’s the trend? Greener hotels giving us a look behind the scenes to show us—not just tell us— they’re sustainable. Not just a look-see at solar panels or composting, but experiential tours that help us appreciate why it matters to support socio-economic uplift through tourism. In South America, Blue Apple Beach invites visitors to get up close and personal with the community work it does in Colombia through its impact fund. Founder Portia Hart wanted more than token-gesture carbon offsetting, where locals themselves could decide how money was spent. In Africa, guests of the Bushcamp Company contribute to initiatives through the Luangwa Conservation and Community Fund. A popular excursion in Zambia is visiting the boreholes that are installed with outreach funds. Each pump provides fresh drinking water to hundreds of people a day, and visitors who spend time with those gathered get a very tangible insight into how such provisions funded by hospitality can literally change lives in regions most affected by a warming planet.
18. Wild feasting
What’s the trend? Have you ever noticed how food always tastes better outdoors? But in today’s modern world, many of us are more used to eating a sandwich while staring at a screen. Wild feasting describes the trend for beautifully curated culinary experiences in natural environments with the incorporation of hyper-local and foraged ingredients. In Sweden, for example, you can tap into a network of do-it-yourself outdoor restaurants where you book a table in a scenic location, search for nettles, birch leaves, lingonberries, and trumpet chanterelles, and then cook them on an open fire according to a recipe card provided by a Michelin-grade chef.
19. Plan-free travel
What’s the trend? Saying no to endless scrolling to plan every inch of a trip, and saying yes to spontaneity instead. The power of the algorithm-spawned era of FOMO travel is waning, with those once secret spots made Insta-famous becoming tired and cookie-cutter, and the drive to plan a trip around them losing momentum. The rising counter movement is travel with no plans at all.
20. Frontier tourism
What’s the trend? To go above and beyond. Or below and under. As crossings of the tumultuous Drake Passage to Antarctica rack up millions of TikTok views and traffic jams form on Everest, canny travelers are seeking more individual, less obvious experiences that combine thrill-seeking with more meaningful self-empowerment.