Travel trends for winter 2024: What to expect from travelers according to Tripadvisor?

According to Tripadvisor 's recent report : "Winter Travel Beats", travelers remain enthusiastic about exploring destinations, despite economic challenges and lingering concerns related to COVID-19. Here we break down some of the most relevant insights that set the tone for the season:

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1. Concerns about COVID-19: Safety remains a priority

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Although the COVID-19 pandemic is behind us, 77% of travelers are still experiencing some concern about it. However, overall sentiment shows a significant improvement, with 84% of respondents feeling 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: Security and Flexibility.

Confidence in health safety continues to be a determining factor. Offering guarantees on hygiene measures and flexibility in cancellation policies can make a difference in the choice of accommodation.

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2. Advance bookings: A growing trend

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Advance planning is on the rise, with 56% of travelers booking activities and 39% securing restaurant tables in advance of their trips. This trend highlights the importance of foresight and organization, especially for activities in popular destinations or during peak 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 exclusive activities or dinners, incentivizing bookings in your direct channel and also generating excitement and engagement with your guests.

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3. Economic considerations: Prices matter, but they don't slow down travel.

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Despite inflation and economic uncertainty, only 36% of travelers are considering 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 getaway promotions and exclusive discounts for direct bookings can be effective strategies to capture this segment.

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4. Frequency of travel and increase in length of stay

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The desire to travel more frequently remains strong, with 43% of respondents planning to travel more this winter than last year. In addition, 58% intend to stay at least five nights, an 11% increase over last year.

Opportunity for your hotel: Create packages of 5 or more nights.

Offering long-stay rates or special packages for trips of 5 or more nights can help capture this growing segment looking for longer stays.

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5. Domestic vs. International Travel: Growth of International Tourism

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Although domestic travel continues to be the preferred mode of travel (48%), there was a significant increase in international travel, which reached 36%, 21% more than last winter.

Adapt your offer to international demand:

This growth represents an opportunity for your hotel to engage international travelers through targeted marketing strategies, highlighting local attractions and unique cultural experiences.  

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6. Lodging preferences: Hotels in the Top of the choices

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Hotels continue to be the preferred option for 63% of travelers, followed by vacation rentals and stays with friends or family, both with 24%.

Focus for your hotel marketing: Unique experience and service.

Hotels have a competitive advantage, but it is vital to stay relevant by offering unique experiences, personalized services and excellent customer service to differentiate themselves from other types of accommodations.

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7. Shopping and travel budget: a priority for travelers

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60% of travelers dedicate part of their budget to shopping, including souvenirs, local items and exclusive brands. Only 6% say they do not plan to make purchases 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, enhancing the experience and promoting local commerce. You can also invite your partners to the hotel for a local product demonstration activity (e.g. product tasting and sale).

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8. Spending distribution: balancing needs and whims

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Travelers maintain a balanced approach to their budget, allocating 60% to essential spending and 40% to discretionary purchases. In addition, 93% plan to match or exceed last year's spending, with 48% willing to increase their travel spend.

Optimization of additional income:

Your hotel can benefit from this increase in discretionary spending by offering additional experiences , such as themed dinners, spa, or personalized tours, thus increasing the average rate of the stay. Also, don't hesitate to offer them directly in your emails to encourage the foresight we mentioned earlier.  

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9. Expenses at destination: clothing and accessories among the most popular ones

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During their trips, tourists show a preference for purchasing clothing, accessories and items from duty-free stores. This indicates a trend towards impulse purchases and the search for exclusive products during vacations.

Maximize the guest experience:

Promoting local stores or boutiques within the hotel can be an effective strategy to capture this additional spend and offer a convenient and accessible shopping experience for guests.

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Conclusion

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Travel trends for this winter show an optimistic outlook for the industry. Despite economic and health concerns, travelers are still 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 revenues.  

If you need help in your Digital Marketing campaigns, anticipate the demand and contact contact Our team of specialists will be happy to help you and good luck with your campaigns!  

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