Hilton has released their 2024 Trends Report, seeing what the latest consumer travel trends for 2024 will include. Population groups including 10,000 Gen Z, Millennials, Gen X and Baby Boomer travelers from 9 different countries were surveyed. Over 60 U.S. based travelers participated in an online video dinery. This is the third annual report, which will help Hilton executives to better understand the latest pressing consumer trends in the hospitality industry.
The Biggest Trends In The Report
For 2024, the report outlined some key changes as opposed to previous reports and studies. The number one biggest trend for 2024 has to do with why travelers are looking to travel in the first place. The number one reason is the desire to rest and recharge. 55% Gen Z, 60% Millennials, 68% Gen X and 67% Baby Boomers reported this as the number one reason for their desire to travel. Another highlight of the report highlights connectivity and personalization as a big deciding factor. In particular over 80% of surveyed travelers feel that it is important to be able to book their trip entirely online. Another connectivity metric seeing an increase includes on site EV charging.
A big trend in the report includes the changing landscape of business travel. According to the survey, 85% of business travel at Hilton properties came from small to medium sized businesses. In 2024 the report finds that 53% of both Millennial and Gen Z employees plan to travel for business. Secondary cities such as Columbus Ohio will expand meeting and convention space to meet the demand. Lastly, the report finds that 24% of global business travelers plan on taking family or friend’s with them on a business trip, finding leisure time before or after the business event.
Let us know in the comments below, what you see as the biggest travel trends happening in the travel industry for 2024.