Getting rested is the top reason to travel in 2024

The top reason people want to travel in 2024 is to rest and recharge, according to a survey conducted by Ipsos on behalf of hotel chain Hilton.

The demographic most likely to prioritise rest and recharging was Generation X (born 1965–1980), with 68 per cent of that demographic citing that reason for travelling. This was followed by the Baby Boomers (born 1945–1964) at 67 per cent, then Millennials (1981–1996) at 60 per cent, and Generation Z (1996–2012) at 55 per cent.

The report was based on a survey of over 10,000 travellers from nine countries – China, Germany, India, Japan, Mexico, Singapore, the UAE, UK, and the US, alongside video diaries from 60 US travellers.

Most travellers value digital connectivity

The survey also found that travellers also valued digital connectivity and personalisation, with 80 per cent of respondents saying it is important to be able to book their trip entirely online. This rose to 86 per cent of Millennial travellers, and 83 per cent of Generation Z. Older generations were slightly less enthusiastic, with only three quarters (76 per cent) of Generation X travellers saying the same, and only two thirds (66 per cent) of Baby Boomers.

Additionally, 76 per cent of global travellers said that they appreciate having travel apps that reduce the friction and stress of travel.

Dining and cultural experiences remain popular

The report also found that travellers are continuing to prioritise the purchase of experiences over things, with 64 per cent of global travellers saying that they aim to reduce their personal spending in other areas to prioritise leisure travel in 2024. This attitude was even more prevalent among younger travellers, with 72 per cent of Generation X travellers stating that they would save money in other areas to travel.

The top priority for travellers looking for cultural enrichment was to have culinary experiences – 86 per cent of respondents said that they were interested in eating local or regional cuisine (86 per cent), while 82 per cent said they were interested in having a good restaurant in their hotel.

The second most popular option was exploration and adventure, with nearly half (47 per cent) of travellers saying that this was a primary motivation for travel.

Additionally, 40 per cent of global travellers said that they were interested in learning about different cultures or destinations on their travels. Furthermore, 26 per cent said that they are specifically interested in learning about their own cultural heritage or background.

Almost half plan to travel for business

The report also found that in 2024, 46 per cent of global full-time and self-employed workers said that they plan to travel for business – or for ‘bleisure’ – i.e. extending a work trip for leisure purposes.

Employees in India (65 per cent), the UAE (64 per cent), and China (60 per cent) were most likely to report their intention to travel for business.

Globally, Millennial and Generation Z employees were most likely to be travelling for business in 2024, with 53 per cent of both demographics planning a business trip. The number of Generation X or Baby Boomer employees planning a business trip in 2024 was much lower, at 38 per cent and 26 per cent, respectively.

Bleisure travel has become more popular in recent years, with over a third of Millennial or Generation Z business travellers saying they plan to extend a business trip to enjoy leisure time before or after their work obligations. Furthermore, 24 per cent of global business travellers said that they plan to take a friend or family member with them on a business trip next year.

The report comes as the International Air Transport Association (IATA) continues to report on the recovery of passenger air traffic in the post-pandemic era.