Travel sector overview 2024: Tech integration and diverse destinations
As we head into 2025, we review last year’s insights into travel sector opinions and trends.
Travel in the age of AI
In 2024, AI was poised to change how Americans travel. However, why they travel is familiar. Relaxation (54%) and adventure (39%) were the top reasons among Americans.
Our data shows that 42% of travelers have either already welcomed AI into their travel plans or are curious enough to give it a try. While new technologies may be spreading, human interaction remains a key factor in travel decisions.
One of the ways smart tech in particular is entering the sector is through travel accommodations, with 74% of U.S. travelers recognizing its benefits in enhancing comfort and sustainability. Younger demographics, especially those aged 18-34, are more likely to appreciate the convenience and eco-friendly aspects of smart technologies like thermostats and lighting systems, which adjust automatically to improve energy efficiency.
Where are Americans going? Diverse destinations
Travel preferences among Americans have shown a strong inclination towards iconic and diverse destinations in 2024. Hawaii remains the top domestic destination, with its appeal consistent across generations except for Gen Z, who prefer the vibrant city life of NYC.
Interestingly, regional preferences vary, with Gen Z also showing a higher likelihood to visit Los Angeles and Las Vegas, reflecting their desire for adventure and entertainment.
Luxury travelers and families with young children display distinct travel patterns. Luxury travelers are drawn to exotic locations like Miami and Key West, showing a preference for high-end experiences. Families, on the other hand, prioritize destinations like Orlando and New York City, where child-friendly activities are abundant.
For their part, Millennials interest in cruising the seas have risen steadily since the pandemic.
Travel booking trends and resources
Booking trends have evolved with more Americans booking travel closer to their departure dates, reflecting a shift towards more spontaneous travel planning. While ratings websites are a valuable resource for many Americans (31%) planning travel, they’re still not as popular as the trusted word-of-mouth of friends or family (38%).
Despite this, travel booking platforms have been waging a fierce battle as travel recovers from the pandemic. Since 2019, Booking.com has surged ahead of competitors becoming the most considered among the booking sites tracked by YouGov.
The road ahead
The travel sector in 2024 has been defined by a blend of technology integration, personalized experiences, and varied destination preferences. As AI continues to permeate planning and in-stay experiences, the industry is poised to offer more tailored and efficient travel options, catering to the nuanced needs of both tech-savvy and traditional travelers. Whether it’s through smart accommodations or AI-enhanced booking systems, the future of travel is set to become more connected and responsive to the diverse preferences of global travelers.