Skyscanner Reveals Top 2024 US and Global Traveler Trends

As year’s end approaches, the travel industry begins casting its gaze forward to foretell what 2024 has in store. To that end, metasearch engine Skyscanner has compiled its Travel Trends 2024 report, in which it analyzes current consumer behaviors to predict where and how people will be traveling in the coming year.

Based on its proprietary search and booking data—with a search volume of over 80 billion prices daily—combined with a survey of 18,000 global respondents, Skyscanner has managed to uncover some major trends and motivators shared among the world’s travelers as we head toward 2024.

U.S. Travel Trends Snapshot

• The vast majority (85 percent) of U.S. travelers plan on taking the same number of international trips, if not more, next year than they did in 2023.
• 40 percent of U.S. travelers deem the overall “vibe” of a destination an important factor when deciding where to go in 2024.  
• 16 percent of U.S. travelers indicate that the cost of a hotel stay is the primary consideration when it comes to choosing next year’s destinations. 
• Despite economic challenges, 39 percent of U.S. travelers have budgeted to spend more on travel in 2024, compared to 2023.

Culture Craze

More than ever before, consumers are demonstrating wide-ranging cultural curiosity and one of their primary inducements to travel next year will be a craving for cultural exploration. These days, tourists want to do more than simply see the sights in another country. They want to feel that they’re traveling with intention, and the pursuit of authentic destination immersion will continue to play a major role in travelers’ choices.

“Travel is being attached more closely to identity, with purpose and meaning embedded into decisions and immersion being increasingly important, whether within a community of fans, our cultural exploration or within ourselves,” said Lee Chambers, Psychologist and founder of award-winning wellbeing and inclusion agency Essentialise.

Enjoying a great concert. (photo via bernardbodo / iStock / Getty Images Plus)

Chasing Vibes

An increasing number of travelers are in search of cultural experiences that allow them to “vibe” with various aspects of the destination they’re visiting. The anticipated 2024 travel trends reflect a variety of “vibes” that travelers are after, including those that Skyscanner characterizes as “gig-tripping”, “set-jetting” and “foodie faves”.

1. Gig-Tripping

Multiple major music artists have announced world tours for next year, setting off a trend of “gig-tripping”, or travelers hitting the road to catch their favorite artists’ or bands’ live concert performances.

• 44 percent of U.S. travelers indicated a willingness to fly short-haul to see their favorite artists, with 18 percent open to going the extra mile with long-haul flights.
• 34 percent of U.S. travelers said they plan to attend local music events in 2024 (make that 50 percent among 25- to-34-year-olds), and a surprising 60 percent are also open to gig-tripping abroad to save money on tickets.

2. Character Explorations

The pursuit of experiences in the real-life filming locations that serve as the backdrops for beloved movies and TV series continues to feed the momentum of the “set-jetting” trend. Overall, the travel search and booking engine found that 29 percent of American travelers turn to film and TV as a source of travel inspiration.

The hit Netflix series Emily in Paris has inspired the most trips, with one in three U.S. travelers citing it as inspiration for exploring the French capital city. Following last year’s Season 3 release, Skyscanner saw a 32 percent increase for flights to Paris as viewers sought to turn their cinematic dreams into reality.

PHOTO: A Thai food market. (photo via onedesignistock/iStock/Getty Images Plus)

3. Budget Bougie Foodies

For 27 percent of travelers, indulging in their destinations’ local cuisine ranks high on their priority list. In fact, 47% of U.S. travelers said they’ve selected a destination based on the location of a specific restaurant where they want to eat.

Considering the foodie craze, and the fact that food and travel go hand in hand, it’s interesting to note that many American travelers believe fine dining falls outside their budget. Still, there are many cities that boast authentic and high-quality, yet affordable, dining options. That puts gastronomic exploration within reach of many foodies who are looking for budget-friendly bougie eats.

4.Destination Zzzz

For 2024, there's a growing desire to disconnect and focus on the rejuvenating aspects of travel, including sleep. The importance of sleep health has gained attention, and nearly 50 percent of U.S. travelers are being more mindful of their sleep quality during their trips.

In fact, the act of sleeping in itself ranks now as the top activity on American travelers' vacation agendas (24 percent), trailed closely by cooking classes (23 percent) and such outdoor activities, like hiking (22 percent). This trend reveals that travelers are seeking holistic experiences that encompass both relaxation and engagement.

Almost half (49 percent) of travelers believe that they sleep better while on vacation. Three out of four (75 percent) report that they don’t get the recommended 7-8 hours of nightly sleep, with 44 percent turning to sleep retreats as a solution in 2024.

Woman waking up on a hotel bed. (photo courtesy of Nattakorn Maneerat) (Photo Credit: iStock / Getty Images Plus Nattakorn Maneerat)

Travel Types

Skyscanner’s Travel Trends 2024 Report also pinpointed some leading behavior-led travel types that are set to dominate the scene next year. In addition to seeking out destination cultural experiences, travelers are planning trips around their individual identities. Here are the top three:

Analogue Adventurers

These rogues seek to disconnect from the influx of technology everyone copes with on a day-to-day basis. Rebelling against constant digital connectivity, many are searching out analog adventures. A surprising 31 percent of 18- to 24-year-old Americans pack camcorders, digital cameras or 35mm film cameras on their trips. While they might theoretically desire a more traditional, tech-free vacation experience, severing the connection is still a challenge. Among U.S. travelers, 78 percent said they value time away from tech, but nearly 50 percent still find themselves tending to work or endlessly scrolling amid their vacation.

Celebration Vacationers

Celebration vacationers are exactly what they sound like, prioritizing travel to distinctive locations when it comes to commemorating special occasions like birthdays and anniversaries. Seventy-nine percent of American travelers have already taken such group trips to create shared memories during such events, with another 12 percent saying they wish to do so in the future.

Luxe-for-Less Seekers

With the cost of living continuously on the rise, travelers are seeking opportunities to embrace affordable luxury experiences on their trips. In 2024, 38 percent of U.S. travelers are looking to upgrade their air travel arrangements to Business or First Class, while 39 percent plan to purchase airport-lounge access. There are also plenty of incredible destinations around the world that offer five-star hotel stays without the five-star price tag. Skyscanner suggested such spots as Kuala Lumpur, Malaysia; Hoi An, Vietnam; Tirana, Albania; Chiang Mai, Thailand; and Brno, Chechnya.

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