Skyscanner's Travel Trends 2024
Redefining value through experience
Our lowdown on the latest trends shaping industry and traveler behavior.
Welcome to Skyscanner’s Travel Trends 2024 report, our lowdown on the latest trends shaping industry and traveler behavior. It blends our own proprietary search and booking data with our annual consumer behavior study to reveal how and where people will travel in the coming year.
Searching over 80 billion prices every day, connecting millions of travelers across 52 countries and 32 languages, Skyscanner is perfectly placed to shine a light on the biggest travel trends for 2024.
Skyscanner’s 2024 Travel Trends report reveals that, more than ever, cultural exploration will be a priority for travelers in 2024. We’re seeing a broad spectrum of cultural curiosity in travel, from gig trippers, jetting off to see their favorite artists, to budget bougie foodies seeking the very best food experience (at the very best price!).
The cost of living, though, remains top of mind and our money-saving tools continue to rise in popularity. Our "Everywhere" search, showing prices from the lowest to highest from airports to global destinations, is the top search destination for travelers globally this year.
We’re also seeing that travelers want to enhance their vacations in a cost-effective way too with ‘luxe-for-less’ vacation experiences trending. There’s a continued willingness from travelers globally to upgrade their vacation experience on everything from better quality food on board flights (29%) to upgrading to business or first class (20%).
Skyscanner’s 2024 Travel Trends report reveals that, more than ever, cultural exploration will be a priority for travelers in 2024. Naomi Hahn, VP of Strategy at Skyscanner
Culture vultures take flight
Skyscanner has identified seven travel trends for 2024. Four culture-led travel vibes including Gig tripping, Main character energy, Budget bougie foodies and Destination Zzzz, and three behavior-led travel types including Analog adventurers, Celebration vacationers and Luxe-for-less seekers.
More than ever, travelers globally in 2024 are seeking out cultural experiences. If last year was about the freedom of "revenge travel" after Covid restrictions lifted, then 2024 is about visiting destinations that inspire a certain feeling.
While value for money is still top of mind, travelers are more than ever letting culture drive their decision making. From gig trippers wanting to be moved by music to analog adventurers turning away from the "always on", 41% of travelers globally are being drawn to the overall vibe of a destination.
Skyscanner is evolving to help travelers pick their perfect destination, whatever their trip’s vibe.
In response to the growing trend, Skyscanner is evolving to help travelers pick their perfect destination, whatever their trip’s vibe.
Skyscanner has been helping wanderlust adventurers with its "Everywhere" search for the last 17 years (in fact, 1 in 2 travelers globally come to Skyscanner without a specific destination in mind).
The next logical step is to use technologies now available to us to personalize "Everywhere" based on a traveler’s vibe – so keep an eye out on Skyscanner for more updates coming soon. Piero Sierra, Chief Product Officer at Skyscanner
People want hyper-personalized experiences, to feel they’re traveling with intention.
Travel is being attached more closely to identity, with purpose and meaning embedded into decisions and immersion being increasingly important, whether within a community of fans, our cultural exploration or within ourselves.
As well as digital fatigue, people want hyper-personalized experiences to feel they’re traveling with intention, not just to get out of the country. Travelers are after unique, tailored energy – from being at the front of the crowd, to reliving a period drama, to savoring new flavors. Lee Chambers, Psychologist and founder of wellbeing and inclusion agency Essentialise
Bougie on a budget
Overall, travel demand remains a top priority for 2024, despite the continued squeeze on budgets. Globally, 81% plan to travel the same, if not more, in 2024 compared to 2023, while 76% are planning to spend the same or more in 2024 versus 2023.
As for the most important cost factors for 2024, 30% of travelers globally say the price of flights is the number one consideration. However, even during these challenging times, our research shows that more people are willing to upgrade their fares and pay for extras.
View from the industry
We spoke with our very own VP of Flights, Hugh Aitken, to get his take on the latest developments in the aviation industry.
Forward booking profiles are returning to more traditional patterns, giving a clearer picture for airline planners.
Over the past year, the aviation sector has made great progress in restoring domestic and international air connectivity. In many regions and markets, seat capacity is nearing and, in some cases, exceeding 2019 levels.
At the same time, airlines are reporting strong demand and we’re seeing this across Skyscanner platforms too. This combination is resulting in higher average fares, but travelers are not deterred.
In fact, they’re more willing to put their discretionary spend towards leisure travel and, on certain routes, invest in premium cabins.
Forward booking profiles are returning to more traditional patterns, giving a clearer picture for airline planners. And, as capacity returns further, innovative advances in technologies from virtual interlining to dynamic offers will provide travelers with greater choice and access to an array of deals. Hugh Aitken, VP of Flights at Skyscanner
About Skyscanner Partners
Skyscanner is a global leader in travel connecting over 100m users in 180 markets and 30+ languages to more than 1200 flight, hotel and car hire partners every month.
Skyscanner's global audience provides unrivalled reach into geographies and deep insight into traveller search and redirect behaviour in almost every market. Skyscanner's app, desktop and mweb metasearch platforms offer next generation, best-in-class brand and performance capabilities to deliver on partners strategic priorities. Skyscanner is using the latest technology to build dynamic distribution and advertising solutions to connect businesses with highly qualified audiences, using real-time, actionable intelligence.
Founded in Edinburgh in 2003, Skyscanner has offices worldwide, in Asia-Pacific, Europe and North America. Skyscanner is committed to helping shape a more responsible future for travel in collaboration with our partners, so that every traveller can explore our world effortlessly for generations come.
For more information visit: https://www.partners.skyscanner.net/.
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