As the travel industry continues to adapt and recover from the global pandemic, Skyscanner's latest Horizons report - 2023-2024 Destination and Booking Insights - offers valuable knowledge for destinations and businesses seeking to understand and capitalise on emerging travel trends. The report, based on a comprehensive analysis of search and booking data and a global survey of 18,000 travellers, highlights key patterns that are shaping travel decisions and provides actionable guidance for destinations and organisations to optimise their strategies accordingly.

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Key Insights:

The enthusiasm for travel is accompanied by a growing awareness of sustainability, as over half (54%) of respondents expressed a willingness to pay more for sustainable travel options, such as eco-friendly accommodations or flights with lower carbon emissions. Technology also plays a crucial role in modern travel decisions, with nearly half (48%) of respondents using mobile for trip research and booking, whilst AI was said to have been used by 22% of travellers worldwide for help in planning and research. These trends underscore the evolving travel landscape, where sustainability and technology are becoming increasingly intertwined with consumer preferences.

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  Overview:

• Travel is back and demand is strong - Travel propensity is high, with over 80% of respondents planning to take a leisure trip in the next 12 months.

• Travellers are booking further in advance - The 60-89 day booking window grew the most in Q1 2023, as travellers planned for summer and booked their flights further ahead. This is likely to continue as travellers seek to lock in savings and avoid last-minute price increases.

• Travellers are looking for value and experiences - With rising concern over the cost of living, minimising travel spend is a key priority for consumers globally. Destinations and industry partners must focus on the value proposition, including competitive prices, unique experiences and a compelling brand story.

• Travellers are interested in niche markets - Travellers are increasingly opting for connections to smaller niche markets over the major tourist hubs.

• Culture is a key driver of travel decisions - More than ever travellers are searching for cultural experiences in 2024, this includes experiencing local food, music, art, and history.

• Travel providers need to adapt to the changing needs of travellers - Destinations and industry partners must focus on values and experiences, as well as timely product propositions.