Summer Vacation Travel Trends for 2024: What's Hot

As summer travel gets closer, experts are spotting new trends that will change how millions of Americans vacation. The "revenge travel" wave is fading, but summer travel is still strong. Nearly half of Americans are planning a trip this summer¹

. Experts predict a 4.1% increase in hotel revenue, showing people still want to travel¹. But what are the top trends and places to visit in 2024?

Key Takeaways

• Generational differences shape vacation choices, with Gen Z focusing on deals, millennials using credit card miles, Gen X going solo, and baby boomers choosing family trips¹
• Money matters a lot, with richer people traveling more due to higher costs, but some skip trips because they're too expensive¹
• Luxury and premium experiences will boost the high-end travel market¹
• More people are traveling alone, choosing unique places like RVs and camping, and sports tourism is getting popular for unforgettable experiences¹
• The strong U.S. dollar might change where Americans travel, making foreign places more appealing¹

Revenge Travel Wave Subsiding, But Summer Still Busy

The "revenge travel" wave might be slowing down, but summer travel is still strong. About 44 million Americans plan to travel for Memorial Day². This is a big number, showing many people want to make up for lost time².

Experts predict a 4.1% increase in hotel revenue this summer². Sachin Avadhani and Michael Selinger, from EY, think hotels will have a busy summer².

Nearly Half of Americans Plan Summer Travel

Even though "revenge travel" might be fading, summer trips are still popular. Nearly half of Americans are planning a summer trip². This is a bit less than last year, but still a big number².

Projections Point to 4.1% Year-Over-Year Increase in RevPAR

Experts predict a 4.1% increase in hotel revenue this summer². This means hotels can look forward to a strong summer.

"Revenge travel trend is projected to continue with an increasing booking window for summer 2023."²

The "revenge travel" trend is likely to keep going, with people booking summer trips early². This means leisure travel will stay popular in the coming months.

With countries like Australia, Japan, and China opening up again, we expect more people to travel this summer².

Generational Differences in Travel Preferences

As summer travel gets closer, we see clear trends in what different ages want from their trips. Gen Z looks for deals, while baby boomers go for family vacations. Each group has its own set of expectations and priorities.

Gen Z: Deals and Bundling

Gen Z loves to find deals and bundles their trip plans online³. They use credit card miles and rewards to make their trips more affordable.

Millennials: Miles and Weekends

Millennials use credit card miles for their trips abroad³. They prefer short trips, saving up for their travels³.

Gen X: Solo and Friend Trips

With kids growing up, Gen X is taking more solo or friend trips³. They travel for rest and relaxation, more than any other group³.

Baby Boomers: Multi-Generational Family Travel

Baby boomers love to travel with their families³. They take longer vacations, making up a big part of summer travelers³.

These different groups show how complex summer travel is. Companies need to meet the unique needs of each group to attract them⁴.

Budget a Major Factor in Summer Travel Plans

Travel costs are going up, with some hotels reaching record prices. This change is making summer vacation plans shift⁵. Deloitte's study shows that 74% of those making over $100,000 a year plan a summer trip in 2024. But, only 60% of Gen Z and 61% of millennials do⁵.

Many Americans are finding it hard to afford their summer trips⁵. In fact, 47% are skipping their summer vacation because of cost. And 36% are willing to go into debt to fund their trip⁵. Overall, 65% of those not planning a vacation say it's because they can't afford it⁵.

"Some travelers are opting out of traveling entirely due to their perception that travel is too expensive right now, rather than not being able to afford it," says Deloitte's Mike Daher⁵.

Higher Income Brackets Dominate Due to Increased Travel Costs

The rise in travel costs is changing who can afford summer vacations⁵. Deloitte found that 44% of summer travelers this year earn over $100,000. This is up from 35% last year⁵.

Some Opt Out Completely, Citing Cost as Prohibitive Factor

Higher costs are pushing many Americans out of summer travel⁵. Nearly half (47%) are skipping their summer vacation for financial reasons⁵.

Last year, 58% of Americans couldn't afford a summer vacation. This trend is likely to continue in 2024, with 28% of U.S. adults skipping a trip for the same reason⁵. Travel providers need to offer more affordable options to reach a wider audience⁶.

Travel Metric	Statistic
Americans taking summer vacations	53%5
Travelers willing to go into debt for summer vacation	36%5
Americans skipping summer vacation due to cost	47%5
Travelers using debt to pay for summer travel	36%5
Travelers with $100k+ household income planning summer vacation	74%5
Travelers planning to use credit cards for trip expenses	62%6

The summer travel season is showing the effects of rising costs. Higher-income groups are leading the way, but many are being priced out⁵. Travel providers need to offer options for all budgets to keep travel accessible⁶⁵⁷.

Demand for Luxury and Premium Segment Experiences

Luxury travel and premium hotels are set to see a big increase in demand as the travel industry recovers in 2024⁸. Domestic tourism will stay strong, focusing on places within the U.S. or Africa⁸. Boutique hotels in popular outdoor spots across the U.S. are seeing more leisure travel and visits to national parks⁸.

Experts say the high-end experience will drive growth in the premium segment, despite challenges in pricing and ADR⁸. Travelers are choosing the right experience over the cost, with 79% saying so⁹. Also, 66% are ready to pay more for an upgrade on their next trip, boosting demand for luxury and premium options⁹.

Hotels in the luxury and premium sectors are adapting by offering unique and unforgettable experiences⁸. They're focusing on surprise and delight in design and amenities, as travelers look for more than just a hotel stay⁸. The industry is also moving towards a subscription model, offering instant benefits and exclusive access⁸.

As luxury and premium travel grows, hotels must focus on top-notch service, unique offerings, and technology to meet traveler needs⁸. By meeting the demands of this profitable market, hotels can thrive in the competitive summer travel season of 2024⁸.

Solo Travel and Spontaneity on the Rise

Experiential travel has made solo travel more popular. It has also led to more travel services for those who want spontaneous and real experiences¹⁰. Experts say this change is because people now prefer deep, personal experiences over saving money¹⁰.

More and more, solo trips are on the rise. In fact, 76% of young people, like millennials and Gen Z, plan to go on a solo trip in 2024¹⁰. Also, 60% of those traveling alone plan to take two or more trips this year¹¹. This trend shows how people are valuing being independent and taking sudden trips.

Platforms like Airbnb, HotelTonight, Expedia, and Booking.com are making it easier for people to take last-minute trips¹². This has helped more people enjoy the excitement of unplanned adventures.

Most people, 78%, find the idea of sudden trips exciting¹¹. And 77% of young people have taken a last-minute trip before¹¹. This desire for spontaneity and real experiences is driving the need for travel services that offer unique and flexible trips¹⁰.

It's not just the young who are into solo and spontaneous travel. In fact, 65% of people are more eager to go on a big trip this year than ever before¹⁰. This shows that the trend is broad and not just for the young. As travel changes, knowing and using these new trends will help businesses attract a wide range of guests¹².

"The shift toward experiences has led to a rise in solo travel, as well as a proliferation of travel services that cater to travelers' desire for spontaneity and cultural authenticity."

Summer vacation travel trends for 2024

As summer gets closer, experts see big changes in vacation travel for 2024. Summer is still a peak time for travel, with nearly half of Americans planning trips¹³.

Travel styles vary by generation. Gen Z looks for deals, while millennials use credit card miles for trips. Gen X is going solo or with friends as their kids leave home. Baby boomers want trips with their families¹³.

Money matters a lot for summer travel. Wealthier people are more likely to travel because it's more expensive now. But some are skipping trips because they can't afford it¹³.

There's a big push for luxury and unique experiences in travel. People want vacations that stand out and are memorable¹³.

Traveling alone and being spontaneous is becoming more popular. There's a growing need for services that cater to these trends. People want to explore places that are truly local and off the usual path¹³.

Most Popular Domestic Summer Destinations	Fastest-Growing Domestic Destinations
Las Vegas, Nevada14	Yosemite National Park, California14
Myrtle Beach, South Carolina14	College Station, Texas14
Orlando, Florida14	Santa Rosa Beach, Florida14
Honolulu, Hawaii14

Even with economic worries, most Americans aren't cutting back on summer trips. In fact, 95% are either keeping their spending the same or increasing it¹⁴. They're focusing on things like tours, experiences, and activities. This includes museums, art galleries, food and wine tours, and amusement or water parks¹⁴.

As summer travel gets closer, experts predict a big demand for vacation experiences. People want to make memories and enjoy the summer spirit¹⁵.

Rise of Alternative Accommodations Like RVs and Camping

Travelers are looking for deeper experiences, leading to a surge in demand for unique places to stay. This includes private rentals, bed and breakfasts, RVs, and camping. In fact, 23% of travelers plan to choose private rentals, and 14% are eyeing B&Bs or RVs¹⁶.

Resort brands are now offering more RV parks and camping spots to meet this trend. Margaritaville, for example, has launched Camp Margaritaville RV park with millennials in mind¹⁷. Outdoorsy has hit $2 billion in total transactions, and Harvest Hosts saw a 57% jump in members from 2020 to 2021¹⁷.

It's not just about RVs and camping. RVshare saw a 40% jump in bookings in 2022, with shoulder season bookings growing 35% faster than peak season¹⁷. This shows travelers want more flexibility and real experiences, moving past traditional hotels.

As summer travel gets closer, the popularity of alternative stays is set to grow. Resort brands and rental platforms are adjusting to what today's travelers want.

Brands expanding RV resort and camping offerings to meet demand

Resort brands are taking notice of the RV and camping trend. Margaritaville, for instance, has launched Camp Margaritaville to tap into this market¹⁷. This move shows a shift in what travelers want: unique, immersive experiences that let them connect with nature and set their own pace.

"The rise of alternative accommodations like RVs and camping is a direct response to travelers' desire for more meaningful, authentic experiences. Resort brands are adapting their offerings to meet this growing demand."

Sports Tourism Expected to Boom

The rise in experiential travel is set to boost sports tourism. Hotels near big events like the Summer Olympics in Paris and the ICC Men's T20 World Cup will see more guests¹⁸. The tourism industry is moving towards sustainability in sports, with more eco-friendly practices at sports events¹⁸. Technology is changing sports tourism with VR tours and AI-driven recommendations, making the experience better for tourists¹⁸.

The sports tourism industry is expected to grow by 17.5% each year from 2023 to 2028¹⁹. Europe leads in sports tourism revenue at 38%¹⁹. Adventure sports and wellness retreats are becoming popular, showing a shift towards holistic sports tourism¹⁸.

Hotels Capitalizing on Major Sporting Events

Hotels are adding yoga facilities, meditation spaces, and padel courts to meet wellness and sports trends¹⁹. Partnerships between sports brands and travel destinations are successful, increasing brand awareness and engagement¹⁹.

Olery's data analysis is key to shaping the future of sports tourism. It helps destinations and businesses understand what travelers want and tailor their offerings.¹⁸

In winter sports areas, fewer visitors, especially those aged 25 to 35, are coming due to high prices and climate change¹⁹. Skiing is getting too expensive, so people are trying ski tours, tobogganing, and snow hikes instead¹⁹. Winter sports destinations are using new marketing and partnerships to attract visitors and tackle issues like overtourism and environmental sustainability¹⁹.

The online travel booking market was $432 billion in 2020 and will hit $833 billion by 2025, showing big growth in automated bookings²⁰. Most people use smartphones to book holidays, with 72% of bookings happening within two days of searching on Google, highlighting the need for mobile-friendly ads²⁰.

"Research by McKinsey shows that 71% of consumers expect personalized interactions from companies, with 76% getting frustrated when this expectation is not met, underlining the significance of personalized advertising to engage customers effectively."

²⁰

Bleisure travel, mixing business and leisure, is getting more popular, with over 89% planning to add vacation time to business trips²⁰. A report shows 69% of travelers want sustainable travel options, making it key for advertisers to promote green tourism²⁰. Wellness getaways and transformational trips are on the rise, showing a move towards more meaningful travel. Advertisers can tap into this by targeting specific interests and preferences²⁰¹⁸¹⁹.

Creating Unique and Memorable Experiences Key for Hotels

As summer travel season comes closer, hotels are racing to stand out. They need to create unique and memorable experiences that match what travelers want²¹.

Many travelers (54%) now choose a place for its culture, not just its sights²¹. Hotels can offer workshops, tastings, and tours with local experts. This gives guests a real feel of the area.

Wellness tourism is booming, set to hit $1,030 billion by 2024²¹. Hotels can tap into this by adding wellness options like fitness classes and meditation guides. They should also highlight their location's natural beauty for relaxation.

More travelers are looking for experiences, booking 4.7 tours per trip in 2023²¹. Hotels can team up with local tour operators for unique experiences. This lets guests dive deep into the local culture and traditions.

Hotels can also work with event venues, sports teams, and food brands for special experiences²¹. This could mean exclusive pre-game events, special menus, or tours of local spots.

By focusing on unique experiences, hotels can draw in guests and create lasting memories. In a busy summer market, this approach can really set them apart.

"Luxury hotels see 46% of the total amount spent on experiences in the US, with affluent travelers accounting for 58% booking private tours."²¹

Luxury hotels are great at offering top-notch experiences. But even small, independent hotels can stand out with unique, local offerings²¹. By focusing on being real and detailed, they can give guests experiences they'll remember.

Key Strategies for Creating Unique Hotel Experiences
Partner with local cultural institutions, artisans, and chefs to offer hands-on workshops and tastings Incorporate wellness-focused amenities and highlight proximity to natural surroundings Collaborate with event venues, sports teams, and F&B brands to create co-branded experiences Prioritize authenticity and attention to detail, even for independent boutique hotels

In the competitive summer travel market, hotels that focus on unique experiences will win. By understanding what travelers want and making smart partnerships, hotels can stand out. They can offer the kind of experiences that travelers are looking for.

Favorable Exchange Rates Drive International Travel

The U.S. dollar's strength is changing how people travel. Americans are now choosing to travel abroad because of good exchange rates²². This could be good or bad news for hotels, as more people look for better deals in other countries.

Experts say the strong dollar is making more Americans travel internationally. Almost 16 million Americans visited another country in the first quarter of 2024²². The U.S. Travel Association predicts that by 2027, international trips will make up 94.7 million of the 2.65 billion total trips²². This could really change how hotels do business, as people want to get more value for their money.

But it's not just about saving money. Travelers want unique and deep experiences, with APAC tourists staying longer and spending more²³. Hotels need to keep up with these changes, offering special experiences that make the most of the strong dollar and the desire for new experiences.

"The strong U.S. dollar could be a headwind for domestic hotels, as Americans opt to travel abroad to capitalize on favorable exchange rates."

Hotels need to keep an eye on these trends and change their plans if needed. By understanding why people are traveling more internationally and what they want, hotels can stay competitive²²²⁴²³.

AI Not Yet a Game-Changer for Travel Planning

The travel industry is looking into how artificial intelligence (AI) can make planning vacations better. But experts say AI is "just not there yet."²⁵ Still, we're seeing the start of "the Gen AI agent." These AI helpers can book trips and make them better by finding the best deals and loyalty rewards²⁵.

AI Travel Agents Offer Comprehensive Services

AI bots can help with all parts of planning a trip, like finding places to go, making itineraries, and booking flights and hotels²⁵. Some of these AI tools are free, but others need a subscription²⁵. For example, Layla works with sites like Skyscanner and Booking.com to make booking easy²⁵. Roadtrippers helps with planning car trips, giving info on traffic and air quality²⁵.

AI is being added to big names like Tripadvisor and Expedia, but it's still early. It hasn't changed the game in travel planning yet²⁵. But, AI is getting better and will likely change how we plan and book trips soon²⁵.

"The technology is just not there yet, but the rise of the Gen AI agent that can not only book trips but also optimize for pricing, loyalty programs, and more is predicted."

- Mike Daher, Deloitte

European Destinations Top Americans' Searches

As summer nears, European travel spots are drawing in American tourists. Natural World Safaris found that top summer picks for U.S. travelers include Naples, Italy, Ibiza, Spain, and Edinburgh, Scotland²⁶.

This trend shows a shift in travel plans, with more searches for "travel itinerary" and "solo travel" on Google in January²⁶. Americans are looking for better deals in Europe this summer, focusing on places like Albania, Croatia, and Turkey²⁷.

Retirees and families without kids are driving this change, as they can travel during off-peak times like April, May, September, and late October²⁷. This move away from busy times is seen in the Mediterranean and northern Europe.

While cities like London, Paris, and Rome are still favorites, new spots like San Juan, Puerto Rico, and Madrid, Spain, are also gaining popularity²⁶. This shows that Americans are looking for a variety of experiences and are open to discovering new places in Europe.

Paris is the most searched city on Airbnb this summer, showing the high interest in European travel²⁸. Also, French cities saw a big increase in views during the Paris 2024 Olympics and Paralympics²⁸.

The travel industry is changing, and European destinations are still a big draw for Americans. They're looking for diverse experiences, cultural adventures, and good deals for their summer trips²⁶²⁸²⁷.

Steep Rise in Average Travel Costs for Summer 2024

Travelers are now facing a harsh reality as they plan their summer trips. The average American is spending a whopping $10,000 on summer vacations. This is a 7% increase from last summer and 14% more than in 2022²⁹. The rise in costs is due to higher prices and inflation's ongoing effects.

Airfares are expected to stay close to or slightly above 2023 levels, but still below 2019 prices²⁹. For May 2024, the average domestic roundtrip ticket will be about $307, possibly reaching $315 in peak summer²⁹. International flights to Europe are expected to cost around $900 for the summer²⁹.

Hotels are also seeing price hikes, with an average nightly rate of $206 in the U.S²⁹. Booking a room for any day other than Saturday could save travelers about 25%²⁹. Rental car prices have also gone up, with a four-day rental averaging $42 per day, a 4% increase from last year²⁹.

Many consumers are skipping summer trips because of the high costs²⁹. The industry is facing these challenges, and it's unclear how travelers will adjust. Whether the trend of high travel costs will continue is still up in the air²⁹³⁰³¹.

Beaches and Family Destinations Remain Popular

Beach destinations and places great for families are still big hits with American travelers planning their summer trips for 2024³². Florida's beach towns like Panama City Beach, Destin, and Orlando are at the top of the list for summer searches³².

These spots are loved for many reasons. Families want to spend quality time together, and 62% say that's why they travel³². Also, 58% want to relax, making Florida's sunny beaches and fun cities a great choice. And, 48% of families want to explore new places, adding to the appeal of these spots³².

Family travel isn't just big in the U.S. In Europe, 42% of flight searches include a child, showing a big increase in family trips from across the Atlantic³³. In Asia and North America, 33% and 32% of family flight searches are up, showing the trend is global³³.

There are over 29 million places to stay worldwide³². Booking.com has more than 7.4 million options, giving families lots of choices for their trips³².

As summer 2024 gets closer, beaches and family-friendly spots are still top picks for American travelers³²³⁴³³.

Destination	Average Stay Duration
Italy	5.4 days
Dominican Republic	7.4 days

The table shows how different places have different stay lengths, reflecting the varied travel habits of people.

"Followers of currency exchange rates are drawn to destinations like Aruba and Cancun, Mexico, known for excellent value."³⁴

Quieter, Nature-Focused "Coolcations" Gaining Popularity

Summer travel trends are changing, with more people looking for "coolcations." These are vacations in cooler places to avoid the heat. A survey by Virtuoso found 75% of travelers want places with cooler weather. And 46% of Virtuoso advisors say climate change is making people travel differently³⁵.

Coolcations are becoming a big thing in the tourism world. Condé Nast Traveler says they're the top travel trend for 2024³⁵. These trips let you escape the crowds and enjoy nature. They focus on being sustainable and eco-friendly³⁵.

Some top places for coolcations are Norway, Iceland, Finland, Scotland, Canada, Estonia, Latvia, and Lithuania³⁵. You can see the midnight sun, go on fjord cruises, explore volcanic landscapes, and see the Northern Lights³⁵. These places might also be easier on your wallet compared to places like Southern France, Italy, and Croatia³⁵.

As people look to beat the heat, "coolcations" are becoming more popular. Choosing cooler, nature-rich places means a quieter, greener vacation. And you might even save money³⁵.

Top Coolcation Destinations	Key Attractions
Norway	Midnight sun tours, fjord cruises
Iceland	Volcanic landscapes, geothermal attractions, Northern Lights
Finland	Wilderness adventures, sauna culture, Arctic activities
Scotland	Rugged beauty, historic sites, cultural immersion
Canada	Pristine wilderness, outdoor activities, vibrant cities
Estonia	Medieval charm, digital innovation
Latvia	Architectural beauty, coastal landscapes, cultural heritage
Lithuania	Rich history, diverse attractions

As summer gets closer, more people are choosing "coolcations" for their vacations³⁵. They want places that are cooler and focus on nature³⁵. This change is partly because of worries about climate change and a wish for unique, eco-friendly trips³⁵.

"Coolcations offer a respite from crowded tourist attractions, providing a chance to enjoy peaceful environments and nature-centric activities."

Conclusion

The 2024 summer travel season is coming, and the travel industry is getting ready for a busy time. Even though the "revenge travel" wave is fading, many Americans still plan to travel this summer. This is slightly fewer than last year³⁶.

Travel trends are changing with each generation. Gen Z looks for deals, millennials use credit card miles, Gen X goes solo or with friends, and baby boomers enjoy trips with their families³⁶. Money matters a lot for summer trips, with richer people traveling more because it's more expensive. Some people can't afford to travel because of the costs³⁶.

The travel industry needs to keep up with these changes. It should offer unique and memorable trips that fit what people want. With more people choosing RVs and camping, and a love for sports tourism and nature trips, the industry must be creative³⁷³⁸. With a forecasted revenue of $198.70 billion in 2024, the summer season is a chance for businesses to grow and meet new travel trends³⁸.

FAQ

What are the key trends shaping summer vacation travel in 2024?

Experts say the "revenge travel" wave is fading. Generations have different travel styles. Budget matters a lot. Luxury and unique experiences are getting popular. Solo and spontaneous travel is on the rise, and sports tourism is booming.

How will travel demand and hotel performance compare to 2023?

About half of Americans plan to travel this summer, a bit fewer than last year. Hotels expect a 4.1% increase in revenue per available room.

How do different generations approach summer travel?

Gen Z looks for deals. Millennials use credit card miles for trips abroad. Gen X goes solo or with friends. Baby boomers prefer family trips.

How is budget impacting summer travel plans?

More travelers are in higher income groups due to higher costs. Yet, some skip trips because of money worries.

What is the trend in demand for luxury and premium travel experiences?

High-end travel is gaining traction. Hotels are focusing on premium segments despite price challenges.

What travel styles are gaining popularity?

Solo travel is up. So are services for spontaneous and authentic experiences.

How are alternative accommodations shaping summer travel?

Private rentals and RVs are getting more popular. Resorts are adding RV and camping options.

What impact will sports tourism have on the travel industry?

Sports tourism is booming. Hotels near big events like the Summer Olympics will see more guests.

What strategies should hotels employ to stand out this summer?

Hotels should offer unique experiences. Think educational or surprise activities tied to the location.

How are exchange rates influencing international travel?

The strong U.S. dollar makes abroad trips cheaper for Americans. This could help or hurt hotels.

What is the current state of AI in travel planning?

AI for planning trips is still developing. But, "Gen AI agents" could soon book trips and optimize for costs and loyalty.

Which destinations are top-searched for summer travel?

People are looking at European spots like Naples and Ibiza. Florida beaches and family-friendly spots are also popular.

How have average travel costs changed for summer 2024?

Summer trips now cost about $10,000 on average, up 7% from last year. This is due to higher travel costs and inflation.

What emerging travel trends are we seeing?

More travelers want "coolcations" in cooler places to avoid the heat.

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32. https://news.booking.com/bookingcom-uncovers-family-travel-trends-for-summer-2024/ - Booking.com Uncovers Family Travel Trends For Summer 2024
33. https://lodgingmagazine.com/booking-com-family-travel-expected-to-increase-in-summer-2024/ - Booking.com: Family Travel Expected to Increase in Summer 2024
34. https://www.travelandleisure.com/most-popular-places-to-travel-summer-2024-mastercard-study-8647885 - These Are the Most Popular Places to Travel in 2024, According to Mastercard
35. https://www.letsroam.com/explorer/coolcationing/ - How Coolcationing Is Shaking up Travel Today
36. https://www.aarp.org/pri/topics/social-leisure/travel/2024-travel-trends/ - 2024 Travel Trends: Despite High Costs and Travel Challenges, Older Travelers Plans Hold Steady
37. https://medium.com/@emichinonye/may-travel-trends-ea9d0daea8bf - May Travel Trends
38. https://www.traveldailynews.com/column/featured-articles/unconventional-travel-trends-worth-exploring-in-2024/ - Unconventional travel trends worth exploring in 2024 - TravelDailyNews International