Allianz Partners USA reveals 2024 travel forecasts
The company said cruises, wellness, and international sporting events would be key drivers of travel in the coming year
Allianz Partners USA began by noting that travel demand is expected to remain “strong”, with Americans “eager to make new memories”.
The company reported that, according to its 15th annual Vacation Confidence Index, “wellness and self-care” were expected to be in demand in 2024, with 54% of travellers aged 18–34 reporting those things as priorities in 2023. A further 42% of those surveyed also said that they would be willing to “embark on a trip alone”.
Allianz stated that while none of these trends are new concepts, they are expected to grow even stronger in the new year “as younger generations continue to make their voices heard”.
Cruises remain popular
Allianz Partners USA also found that more than 75% of customer bookings were for cruises, according to a recent survey of travel advisers it has conducted.
The most popular kind were ocean cruises, followed by river, expedition, and themed cruises. Despite being less in-demand than its more mainstream peers, the expedition cruise sector is expected to grow in 2024, as travel adviser bookings indicate an increase in popularity.
Sporting events will be a draw in 2024
International sporting events such as the Paris Olympics and the UEFA Euro 2024 tournament in Germany are expected to be a major draw for international travellers this year.
This is expected to further increase the popularity of Europe as a destination. Allianz Partners had previously found that trips to the continent had increased by 55% year-on-year in summer 2023, and this trend is expected to continue into 2024.
As well as France and Germany, the Iberian countries of Spain and Portugal have also grown in popularity in recent years. Allianz Partners reported that there had been “significant” rises in the number of American travellers visiting cities such as Madrid, Barcelona, and Lisbon.
The International Air Transport Association (IATA) recently announced that air travel demand had now topped 99% of 2019 levels.