In Europe, a significant 79% of consumers are planning holidays in 2024, with even higher enthusiasm in the United Arab Emirates (UAE) (93%) and Saudi Arabia (89%). Meanwhile, fewer than 10% in countries like France, Italy and Saudi Arabia report having no holiday plans in the next three years, dropping to a mere 2% in the UAE.
The report paints a picture of a promising trajectory – touching on key opportunities across luxury, wellness, sustainability and technology. Through a series of expert interviews and quantitative research across Europe and the Middle East, The Future Laboratory and Marriott Bonvoy explore the spaces, destinations, initiatives and activations shaping the future of travel.
In this report, we explore five shifts illustrating how travellers’ priorities today will transform the industry tomorrow. These themes reflect a sector that is not only recovering, but also re-inventing itself to align with changing values and expectations – presenting a range of unique opportunities for progress.
: Nu-Luxury Frontiers
Boundary-breaking escapes meeting consumers’ desire for authenticity and exclusivity. Tomorrow’s travellers will seek experiences that go beyond traditional luxury benchmarks, reframing high-end adventures via unexpected codes of luxury.
: Ethical Escapes
Conscious, value-adding practices ensuring sustainable travel futures for people and the planet. For travellers, the meaning, motives and methods behind their experiences are shifting in synch with the world around them as they look to destinations, initiatives and hospitality venues with enhanced ethical profiles.
: Equitable Itineraries
Ensuring places and spaces are accessible and accommodating to every traveller. Future travel will recognise the diversity of travellers’ needs. As inclusivity increasingly becomes non-negotiable across several markets, consumers will expect hotel brands to be considerate, compassionate and sensitive.
: Destination Wellbeing
Travel redefined as a necessary optimisation of people’s lives. With wellness travel on the rise, consumers are looking beyond the experiential and towards the holistic – seeking places and spaces to enrich and energise their everyday lives.
: Tech-enhanced Experiences
Traveller-first tech enabling brands to optimise, personalise and incentivise key offerings. Tech integration is taking root across industries as consumers look to innovations that optimise their encounters with brands, spaces and experiences.
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