News and Insights

TrendHawk 2024

October 22, 2024

Discover what’s driving the consumer and travel industries in 2024 and beyond

The latest edition of TrendHawk features the latest insights and developments in the travel and lifestyle spheres across the globe — and where they’re headed. Explore what brands are doing to capitalize on consumer trends shaping the future of travel, hospitality and lifestyle segments.

A Route of One’s Own

Airplane flying over a beach

From spontaneous, plan-free adventures to personalized explorations to relaxing retreats prioritizing wellness, today’s travelers are embracing journeys that resonate with their own rhythms. Whether it’s a stroll through Paris after dark or a peaceful weekend filled with yoga, this trend tailor-makes vacations for each traveler.

Aim to Zzzz’s

Hotel room with a seaside view

Sleep tourism is on the rise—and for good reason! With the CDC noting that one in three adults struggle to get enough sleep, restful escapes are becoming essential. Soon, sleep programming will be a standard offering at all resorts, turning them into serene sanctuaries for rejuvenation, beyond just wellness-focused retreats.

Appetite for Culture

Terrace restaurant overlooking a city landscape at dusk

Can an appetite for culture ever truly be satisfied? Culinary tourism is booming as travelers increasingly explore destinations through local cuisine. This trend emphasizes immersive dining experiences, particularly hands-on opportunities that allow guests to engage with culinary traditions and processes.

Destination: Diversity

A group of women dressed in vibrant, floral-patterned skirts and white shirts, joyfully performing a dance on a sandy beach with tropical huts and lush greenery in the background.

As domestic travel and cultural tourism flourish, DEI is taking center stage in the hospitality industry. Success now hinges on creating vibrant environments that celebrate cultural diversity and ensure every guest feels not just welcomed, but truly valued and accommodated.

Need to Get Personal

A man sitting relaxed on the deck of a luxurious tented accommodation, surrounded by tropical palm trees and lush greenery, with a mountainous landscape in the background.

In 2024, travelers are increasingly seeking exclusive, bespoke adventures. The trend likely stems from the worldwide lockdown, during which affluent vacationers, eager for new sights, booked custom-designed travel, leading to a noteworthy surge in private aviation, which was seen as less-risky health-wise than commercial flights.

On With the Show

Scenic view of an illuminated rooftop pool and seating area overlooking the Brooklyn Bridge and the New York City skyline at dusk

While it was entertaining to watch Taylor cheer for Travis during the Kansas City Chiefs’ Super Bowl LVIII victory, fans often crave more than just televised events. It’s no surprise that “gig tripping” and “sports tourism” are becoming major travel trends, with hotels and destinations investing in this increasingly popular phenomenon.

Turning the Tables on Hotel Hospitality

A man giving a presentation to a small group seated in a modern, upscale room with floor-to-ceiling windows showcasing a nighttime city skyline

Dining is increasingly becoming the highlight of hotel stays. Guests are seeking out unique experiences, from entertaining private bartenders leading cocktail classes to chefs crafting personalized pairing menus. The demand for experiential dining during vacations is on the rise, turning meals into unforgettable adventures.