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Top travel trends for 2024

Date posted: 21.12.2023

Starting to think about booking a holiday for the year ahead? You’re not the only one. 

Despite the high cost of living, the majority of the UK population say that they are willing to spend an equal or increased amount on international travel in 2024 compared to last year. 

So, what are the top travel trends that will be at the forefront of our minds when searching for our next holiday? 

Here are five top travel trends for 2024: 

Sustainable travel 

Image of woman in woods with hands in air
Woman in woods

Choosing more sustainable travel options is growing in importance and Gen Z are leading the charge.  

In fact, one of the key takeaways from ABTA’s recent Top Travel Trends conference was 18 percent of 18–24-year-olds were said to have paid more for a holiday with a company that had a better environmental and social record. This figure fell to just 3 percent amongst 65+ year old travellers. 

Food tourism

Image of a spread of food on a table
People sharing food

Whether it’s pasta making in Italy, enjoying Indian street food or sampling Sauvignon Blanc in New Zealand, more travellers are prioritising food and drink in their holiday decision making process. 

In fact, 11 percent of UK travellers have chosen a holiday destination based purely on a specific restaurant they want to visit, according to a recent report by Skyscanner. 

Although international cuisine in the UK is more accessible than ever, people are wanting culinary experiences in authentic settings. 

Experiential travel 

Image of 2 people looking at each other smiling
Two people making food

Experiential travel means taking a deep-dive into destinations. Travellers want to experience the culture and see destinations via a local’s eyes. 

With people’s lives becoming more insular during the Covid pandemic, travellers now want to experience something new in new places, rather than doing the typical things they can do at home.  

In 2024, expect to see more travellers focus on these authentic experiences, using social media platforms as inspiration to help them ‘live like a local’.  

Gig tripping

Image of people at a concert

Have you ever travelled abroad to see your favourite band or artist play? If so, you’re right on trend! 

34 percent of 25-34 year olds are considering attending gigs overseas, according to the Travel Trends report by Skyscanner. With competition for tickets amongst popular bands and artists in the UK rising, many have resorted to securing tickets to see them abroad, where tickets are usually cheaper, even with the cost of travel and accommodation! 

Wellness tourism 

Image of 5 people performing a yoga pose on a beach at sunset
Yoga on a beach

Retreats and wellbeing trips have surged in popularity over the past few years and it’s no wonder – our lives are busy and many of us are overwhelmed with digital devices. Travellers are seeking trips where they can reboot, relax and feel refreshed. 

Whether it’s a yoga break, surf trip or fitness retreat, travellers are seeing holidays as the chance to prioritise their wellbeing and catch up on their sleep, with 33 percent of UK travellers state that they sleep better on holiday. 

Whatever travel trend you buy in to, make sure your provider is ATOL protected. 

Looking at booking a holiday based on 2024 travel trends? Make sure it’s financially protected by ATOL. You can check an ATOL via our handy tool, linked below – it takes just a few seconds!

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