As summer approaches, consumers are eagerly mapping out their vacation plans, as evidenced by these statistics from Pinterest: over one billion travel-related searches and more than 10 billion travel saves in the past year alone. International travel in 2023 rebounded to 88% of pre-pandemic levels, signaling a promising path toward a full recovery in 2024. Major global events like the summer Olympics in Paris and Taylor Swift’s European tour are helping drive this resurgence, coupled with a collective yearning to explore both new and timeless destinations. Here are a few key trends that travel suppliers should keep an eye on this summer.
Destination dupes are the latest craze. Many travelers are gravitating toward more budget-friendly alternatives that offer a striking resemblance to classic destinations, spurred by social media buzz. Cities like Taipei, standing in for Seoul, or Perth as a substitute for Sydney, are capturing the imagination of travelers worldwide. Expedia data reveals that global searches for the top five destination dupes have more than doubled year-over-year.
Adventure travel is trending. The 2024 State of the Cruise Industry report highlights expedition and exploration as the fastest-growing sectors within cruise tourism. Moreover, Pinterest has recorded a remarkable 45% increase in searches for "adventure activities," signaling a growing appetite for experiences that foster a deeper connection with nature and promote mental and physical well-being.
Even with high demand, consumers are seeking value. External factors such as inflation, oil prices and trade disruptions are influencing spending decisions. While the desire to travel remains strong, consumers are placing greater emphasis on value for money. Some are opting for closer-to-home experiences to optimize their budgets effectively.
The Aon Travel Takeaway?
“It’s very promising to see that tourism is nearly back to pre-pandemic levels,” said Beth Godlin, president of Aon Affinity Travel Practice. “Understanding evolving consumer preferences will be crucial for suppliers and industry players as we anticipate a surge in summer travel.”