A quarter of adults want to experience solo travelling over the next three years, research has found. A poll of 2,000 holidaymakers uncovered the UK travel trends, and found those aged 18-24 are the most eager to explore the world alone (40 percent).
Self-discovery is a big thing for 20 percent of all those polled – while 42 percent want more independence, and 46 percent are looking for more flexibility.
The study, commissioned by Hilton, is part of its global 2024 Trends Report, unpacking how behaviours and interests are changing – and also revealed that 16 percent have already experienced travelling solo.
Internal data from the brand also found the search for “indoor pools” has doubled within the last 12 months for the solo traveller – while spa searches are up 82 percent for all holidaymakers.
Patricia Page-Champion, senior vice president & global commercial director at Hilton, said: “Our research highlights an increasing focus on experiences, the influence of social media and entertainment on choosing breaks, and the reframing of wellness and relaxation in travellers’ minds.
“Underlining these evolving trends, one constant we continue to see is the importance of holidays to people in the UK who plan to travel more in 2024 – even if this means cutting back spending in other areas.”
Revealing the make-up of the modern traveller, the study also uncovered that 48 percent prioritise taking an interest in local customs and traditions, while 81 percent enjoy exploring somewhere entirely new.
Some are going further to immerse themselves into local traditions, with 25 percent looking for locally-sourced food while away.
However, when it comes to staycations, they can’t get enough of the comfort classics, with a “posh” fish finger sandwich currently the top choice on Hilton’s UK bar menu, according to the hotel brand’s data.
Furthermore, 25 percent enjoy home comforts on their travels and use streaming services while away – with those aged 35-44 racking up the most screen time.
It also emerged 31 percent of all those polled, via OnePoll.com, say no to social media completely, to help them disconnect from reality.
Some of the top influences for Gen Z, when it comes to holidays, include social media trends (34 percent), popular culture (36 percent), and live events (34 percent).
And with travellers prioritising new experiences (85 percent), it emerged 55 percent are considering their next trip long before they go on it – with a further 55 percent doing so three to six months in advance.
In the lead up to their holiday, 52 percent are focused on reducing their spend on other things, as 56 percent plan on stretching their travel budget further in 2024, compared to 2023.
Patricia added: “This increased travel confidence is something we’re experiencing first-hand – and with travel being such a priority for so many, our focus is on delivering a genuinely great stay in the best locations around the world.”
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