Travel trends for winter 2024: What to expect from travelers according to Tripadvisor?
News
November 19, 2024
According to the recent report from Tripadvisor: "Winter Travel Beats", travelers remain enthusiastic about exploring destinations, despite economic challenges and persistent concerns related to COVID-19. Here we break down some of the insights that set the tone for the season:
1. Concerns about COVID-19: Safety remains a priority
Despite the fact that the COVID-19 pandemic is behind us, 77% of travelers still experience some concern about it. However, the general sentiment shows a significant improvement, as 84% of those surveyed feel comfortable traveling this winter. This comfort is more pronounced in markets such as the United States, while in Japan the level of concern remains higher.
Opportunity for your hotel: Safety and Flexibility.
Confidence in health security remains a determining factor. Offering guarantees on hygiene measures and flexibility in cancellation policies can make a difference in the choice of accommodation.
2. Advance bookings: A growing trend
Advance planning is on the rise, with 56% of travelers booking activities and 39% securing tables in restaurants before their trips. This trend highlights the importance of foresight and organization, especially for activities in popular destinations or in high seasons.
Opportunity for your hotel: Packages or Gift Vouchers
Local experiences are being booked further in advance, which provides an opportunity for your hotel to create packages in your Roiback engine that include activities or exclusive dinners, incentivizing bookings in your direct channel and also generating excitement and engagement in your guests.
3. Economic considerations: Prices matter, but they don't stop travel
Despite inflation and economic uncertainty, only 36% of travelers consider changing their plans due to cost concerns. Surprisingly, 95% of travelers plan to maintain or increase their travel budget compared to last year, and 43% even plan to spend more.
Boost for the pricing strategy:
Travelers are willing to invest in experiences, which reinforces the importance of offering competitive rates and added value. Last-minute deals with getaways and exclusive discounts for direct bookings can be effective strategies to capture this segment.
4. Travel frequency and increase in length of stay
The desire to travel more frequently remains strong, with 43% of respondents planning to travel more this winter than the previous year. In addition, 58% intend to stay at least five nights, an increase of 11% compared to last year.
Opportunity for your hotel: Create packages for 5 or more nights.
Offering rates for long stays or special packages for trips of 5 or more nights can help capture this growing segment looking for longer stays.
5. Domestic vs. international travel: Growth of International Tourism
Although domestic trips remain the preferred option (48%), there is a significant increase in international trips, which reach 36%, 21% more than last winter.
Adapt your offer to international demand:
This growth represents an opportunity for your hotel to capture international travelers through marketing strategies aimed at specific markets, highlighting local attractions and unique cultural experiences.
6. Accommodation preferences: Hotels at the Top of the choices
Hotels remain the preferred option for 63% of travelers, followed by vacation rentals and stays with friends or family, both with 24%.
Focus for your hotel's marketing: Unique experience and service.
Hotels have a competitive advantage, but it is vital to maintain relevance by offering unique experiences, personalized services, and excellent customer service to differentiate themselves from other types of accommodations.
7. Shopping and travel budget: a priority for travelers
60% of travelers dedicate part of their budget to shopping, including souvenirs, local items, and exclusive brands. Only 6% state that they do not plan to shop during their trips.
Collaboration opportunity for your hotel: Special discounts or Exclusive Showroom
Your hotel can partner with local stores to offer exclusive discounts to your guests, improving the experience and promoting local commerce. You can also invite your partners to the hotel to conduct a demonstration of a local product as an activity (e.g.: Product tasting and subsequent sale).
8. Distribution of spending: balance between needs and whims
Travelers maintain a balanced approach to their budget, allocating 60% to essential expenses and 40% to discretionary purchases. In addition, 93% plan to match or exceed last year's spending, with 48% willing to increase their investment in travel.
Optimization of additional income:
Your hotel can benefit from this increase in discretionary spending by offering additional experiences, such as themed dinners, spa treatments, or personalized tours, thereby increasing the average stay value. In addition, be sure to offer them directly in emails to enhance prominence and encourage that anticipation we mentioned earlier.
9. Destination spending: clothing and accessories among the most popular
During their travels, tourists show a preference for purchasing clothing, accessories, and duty-free items. This indicates a trend towards impulse purchases and the search for exclusive products during vacations.
Maximizing the guest experience:
Promoting local stores or boutiques within the hotel can be an effective strategy to capture this additional spending and offer a convenient and accessible shopping experience for guests.
Conclusion
Travel trends for this winter show an optimistic outlook for the industry. Despite economic and health concerns, travelers remain willing to invest in quality experiences, opting for longer stays and maintaining a high budget for activities and shopping.
The hotel that knows how to adapt to these preferences, offering flexibility, local experiences, and personalized services, will undoubtedly be better positioned to capture this demand and maximize its revenue.
If you need help with your Digital Marketing campaigns, anticipate the demand and contact our team of specialists who will be happy to assist you. Good luck with your campaigns!
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