The research, conducted in collaboration with data analytics firm The Future Laboratory, analysed the travel plans of 14,000 travellers from across Europe and the Middle East for the next three years.
“We are seeing that there is a more considered approach to travel, and a more emotional connection to travel that’s really unfolding in tandem with people’s core values,” said Neal Jones, Chief Sales and Marketing Officer of Marriott International for Europe, Middle East and Africa. “Two trends we have seen coming to the fore in particular from the consumer research are sustainability and AI – particularly amongst younger travellers under the age of 45.
“What’s really interesting to see from this research is the already-established use of AI for holiday planning. Generative AI is perfectly placed to analyse huge amounts of information for travellers, and offer them recommendations based on it. With nine in ten of those who have used it saying it impacted their travel plans, we expect its use to become even more mainstream in the next three years,” he added.
Double or nothing
The report found that over a quarter (26 per cent) of respondents who intended to travel in the near future planned to save travel time and money by visiting what it called a ‘dupe destination’.
This is a destination which resembles a more popular one – such as a trip to the UK’s Lake District over Italy’s Lake Como, or to Morocco instead of Dubai.
Going solo
Travelling alone is also expected to be a significant trend in the coming years – the report found that over a third (36 per cent) of UK travellers who have been away in the past three years have gone on a ‘solo trip’.
Travelling solo was most popular among younger adults – with 47 per cent of those aged between 18–24 planning to travel alone in the next three years. Additionally, 46 per cent of those between 25–34 were planning to do the same.
The rise of the robots
The report also identified artificial intelligence (AI) as an increasingly popular tool for holiday planning, noting that a fifth (19 per cent) of respondents had already used it for this purpose – rising to as high as 39 per cent for those aged between 18–34. Among those who did use an AI, 93 per cent said that it influenced their holiday decision in some way.
The main uses of AI during the planning process included booking accommodation it recommended (25 per cent), booking at the time of year that it recommended (25 per cent), and buying food that it recommended (24 per cent).
Let it slow
So-called ‘slow holidays’ – in which travellers disconnect from technology, minimise their impact on the environment, and attempt to connect with the local culture of the place they are visiting, are also expected to be a popular travel trend in the next three years.
The report found that nearly half of UK travellers surveyed said that they had already been on a slow holiday, with almost a third (31 per cent) having been on several. Additionally, half (49 per cent) said that they plan to go on a slow holiday in the next three years.
A recent study by the Hilton hotel chain also found that most people looking to travel in 2024 are seeking rest and relaxation.
