As if you didn't already know, there's good news for travel advisors when it comes to consumer travel intentions in 2024. 84% of people plan to spend more or the same amount on travel in 2024. 77% care more about the right travel experience than the cost of the trip.
Even better, more people are seeking the help of travel advisors, and younger generations are leading the way. 57% of Millennials and Gen Z say they “look for help from a travel agent or trusted advisor” when it comes to booking travel. Less than 50% of Gex X and 40% of Boomers said the same.
“In 2024, people will travel to make memories,” said Audrey Hendry, president of American Express Travel, which conducted the research that formed the basis of the company's travel trends report.
Here are some highlights from the report that travel advisors should know about.
experience over cost
While there are no significant differences between generations when it comes to experience and cost, the youngest travelers still lead the way, with 79% of Millennials and Gen Z saying they value experience over cost. . 75% of Gen Xers and 72% of baby boomers said the same.
Yes, I will upgrade
66% of Millennials and Gen Z say they are willing to pay more to receive an upgrade. However, fewer Gen Xers and Baby Boomers are willing to pay more: 57% and 43%, respectively.
year of extensive travel
65% of all respondents said they were interested in taking a bigger trip in 2024 than in previous years. What kind of “major” travel are they interested in? 58% of Millennials and Gen Z, 53% of Gen I would like to visit. 28% of Millennials and Gen Z, 27% of Gen X, and 24% of Baby Boomers want to take an expedition cruise.
Additionally, 31% of Millennials and Gen Z want to take part in some type of adventure travel (trekking, safari, mountain climbing), compared to just 19% of Gen X and 12% of baby boomers. Gen
Solo travel is on the rise
No matter what generation of travelers you are, more and more people are traveling alone. In 2024, 75% of Millennials and Gen Zers (69% of all travelers) said they plan to travel solo. Additionally, 60% of people planning to travel alone this year plan to take two or more solo trips.
