About the author
Summer 2024 is shaping up to be an exciting season for travel, with several key trends emerging that are set to influence consumer behavior and redefine the travel experience. From the resurgence of road trips and sustainable travel practices to travelers harnessing AI technology for seamless trip planning, the tourism landscape is brimming with innovation and adventure.
In this blog post, we’ll explore the top summer travel trends for 2024 and discuss how your destination marketing organization (DMO) can apply these insights to your own tourism marketing efforts.
1. Rise in local and regional travel
This summer, many travelers are opting to stay closer to home. This trend reflects a preference for shorter getaways, with travelers enjoying weekend trips to nearby lake and beach destinations within the U.S. According to a survey by Vacasa and Allison, 89% of travelers are staying within the country for their summer vacations, highlighting a shift toward rediscovering local gems and embracing the convenience and familiarity of both local and regional travel experiences.
How to turn insight into action:
- Highlight local attractions: Emphasize local and regional attractions in your marketing campaigns and content marketing efforts. Showcase nearby lakes, beaches, parks, and cultural sites that can be easily reached for a weekend getaway.
- Weekend and short trip getaway packages: Create weekend getaway packages that offer convenient, cost-effective, and appealing options for travelers looking to explore nearby destinations for a quick getaway.
- Last-minute deals: Offer last-minute deals and promotions to attract spontaneous travelers looking for short-term travel opportunities.
2. Rise in road trips
Road trips are gaining popularity, with over 75% of US travelers planning to take a road trip this summer. Driving is not only seen as a cost-effective option but also allows travelers flexibility and control over their itineraries.
This trend is reflected in heightened searches on Pinterest for the following keywords:
- What to bring on a road trip
- Road trip snacks
- Comfy road trip outfit
These search trends could indicate a resurgence in the popularity of exploring by car. Road trips offer a versatile and immersive way to experience the diverse landscapes and attractions of the U.S. this summer.
How to turn insight into action:
- Road trip itineraries: Develop and share detailed road trip itineraries that highlight scenic routes, must-see stops, and local dining options.
- Road trip essentials: Create weekend getaway packages that offer convenient, cost-effective, and appealing options for travelers looking to explore nearby destinations for a quick getaway.
- Last-minute deals: Create content around road trip essentials, including road trip packing lists, comfy travel outfit ideas, snack ideas, and travel tips to enhance the road trip experience.
Contact Envisionit to boost your destination’s summer marketing success!
3. Outdoor adventure and nature-based experiences
Summer 2024 marks a surge in interest for outdoor, adventure, and nature-based experiences as travelers seek activities that embrace the great outdoors. There’s been a notable increase in searches on Pinterest this summer for the following keywords:
- Adventure activities
- Luxury safari lodges
- Water park rides
- Scenic train journey
- Hiking trails
This reflects a growing preference for immersive and exhilarating travel experiences. Whether it’s exploring national parks, embarking on wildlife experiences, or indulging in water sports, this trend highlights a desire to reconnect with nature and pursue thrilling adventures while on vacation.
How to turn insight into action:
- Promote outdoor and adventure-seeking activities: Highlight outdoor and adventure activities available at your destination. Feature hiking trails, zip-lining, rock climbing, water sports, wildlife tours, and other nature-based experiences.
- Visual content: Use visually engaging content, such as photos and videos, to showcase the beauty and excitement of outdoor activities.
4. Wellness and self-care
In 2024, wellness and self-care travel is becoming increasingly popular as more travelers seek destinations that offer relaxation and rejuvenation. This trend includes wellness retreats, yoga and meditation sessions, spa treatments, and holistic health experiences.
Travelers are prioritizing their mental and physical well-being, looking for serene environments where they can disconnect from daily stress and focus on self-care. From luxurious spa resorts to tranquil nature retreats, destinations that cater to wellness-seekers are seeing a surge in interest as people look to recharge and find balance during their summer vacations.
How to turn insight into action:
- Wellness packages: Create wellness packages that include spa treatments, yoga classes, meditation sessions, and healthy dining options.
- Promote wellness facilities: Highlight wellness facilities and services available at your destination, such as spas, wellness centers, and natural hot springs.
5. Tech-enhanced travel and use of AI for trip planning
Tech-enhanced travel is transforming the way people plan and experience their vacations, with a growing number of travelers leveraging AI tools for trip planning. AI-powered platforms provide personalized travel recommendations, streamlined booking processes, and customized itineraries based on individual preferences and past behavior.
From virtual tours and augmented reality guides to smart hotel rooms and digital concierge services, technology is enhancing the overall travel experience. According to a recent survey by Matador Network (the creator of GuideGeek), 51% of travelers may use AI tools to plan trips and 57% of travelers with kids are likely to do so. Destinations that embrace AI innovations are gaining a competitive edge by offering convenience, efficiency, and tailored experiences to their visitors.
How to turn insight into action:
- AI trip planning tools: Integrate AI-powered trip planning tools and technology on your website to help travelers create personalized itineraries. Discover more ways that DMOs can leverage AI technology here.
- Tech-savvy experiences: Promote tech-enhanced experiences such as virtual tours, augmented reality guides, and mobile apps that enhance the travel experience.
6. Sustainable and eco-friendly travel
Sustainable and eco-friendly travel continues to gain momentum as travelers become more conscious of their environmental impact and the impact of travel on the environment. This trend reflects a growing desire to make environmentally responsible choices, from selecting green accommodations and using renewable energy sources to participating in conservation activities and reducing waste.
Travelers are seeking destinations that prioritize sustainability, such as eco-lodges, nature reserves, and communities committed to preserving natural resources and cultural heritage. By opting for eco-friendly travel options this summer, tourists aim to enjoy their vacations while minimizing their carbon footprint and supporting local sustainability efforts.
How to turn insight into action:
- Sustainable practices: Highlight sustainable practices and eco-friendly initiatives at your destination, such as green accommodations, renewable energy sources, and conservation efforts.
- Eco-friendly activities: Promote eco-friendly activities, such as wildlife conservation tours, sustainable farming experiences, and eco-conscious hiking trails.
- Green accommodations: Promote eco-friendly hotels and accommodations in your destination.
7. Unique and authentic experiences
Travelers are increasingly seeking unique and authentic experiences that allow them to immerse themselves in local cultures and traditions. This trend reflects a desire for meaningful engagement and self-discovery through activities like cultural tours, hands-on workshops, and community-based tourism.
Travelers are looking to go beyond typical tourist attractions to connect with locals, learn new skills, and understand the history and heritage of their destinations. By offering personalized and genuine experiences, destinations can attract visitors who value deep, memorable interactions over conventional sightseeing.
How to turn insight into action:
- Cultural immersion: Create and promote cultural immersion experiences that allow travelers to connect with local communities, traditions, and cuisines.
- Authentic storytelling: Use authentic storytelling across your marketing efforts (e.g., social media, website content, email newsletters, paid media landing pages) to showcase the unique aspects of your destination. Share stories of local artisans, historical landmarks, and cultural festivals.
- Local festivals and events: Promote upcoming summer events and festivals that are unique to your destination.
8. Alternative lodging options
This summer, travelers are showing a decreased preference for hotels, down 10% from last year and an increased interest in alternative lodging options, according to Deloitte research. Private rentals, bed and breakfasts, RVs, and camping are becoming more popular as people seek unique and personalized accommodations.
These alternative lodging options often provide a more intimate and immersive experience, allowing travelers to feel more connected to their destination. From cozy countryside bed and breakfasts to adventurous RV trips and serene camping spots, these lodging options cater to the desire for individuality and authenticity in summer travel experiences.
How to turn insight into action:
- Highlight alternative lodging: Promote alternative lodging options available at your destination, including unique stays like treehouses, yurts, and glamping sites.
- Flexible accommodation options: Offer flexible booking options and packages that cater to travelers looking for alternative lodging experiences.
9. Increased interest in deals, cost-cutting travel and staycations
This summer, there is a notable rise in deal-seeking and cost-cutting measures among travelers. With budget considerations at the forefront, more people are prioritizing affordable travel options, including budget-friendly accommodations and discounted activities.
As 54% of travelers opt for cheaper lodging and 60% prefer staycations, there is a growing emphasis on finding the best deals and maximizing value for money. This trend is driving demand for travel promotions, last-minute deals, and cost-saving travel tips, as consumers look to enjoy memorable summer vacations without breaking the bank.
How to turn insight into action:
- Budget-friendly options: Highlight budget-friendly accommodation and activity options available at your destination.
- Highlight free things to do: Promote free things to do in your destination, focusing largely on free things to do with kids as this is a commonly searched keyword across the tourism industry.
- Special offers: Create and promote special offers, discounts, and packages that appeal to cost-conscious travelers.
10. Rise in consumer interest for “quiet life” and serene travel
There’s a noticeable increase in consumer interest for “quiet life” travel, reflecting a desire for peaceful and serene experiences away from bustling city life. Travelers are seeking tranquil destinations such as calm villages, mountain cabins, and forest retreats where they can unwind and reconnect with nature.
Searches for the following keywords have increased on Pinterest, highlighting a preference for relaxation and solitude amidst natural surroundings.
- Calm places
- Village vibe
- Forest walk
This trend appeals to those looking to escape the hustle and bustle, opting instead for rejuvenating experiences that promote mental well-being and a slower pace of travel.
How to turn insight into action:
- Promote tranquil attractions: Highlight attractions that offer peace and tranquility, such as rural villages, mountain cabins, and forest retreats.
- Serene experiences: Create content around serene experiences, such as nature walks, meditation spots, and quiet getaways.
Elevate your destination with consumer summer travel trends
These summer 2024 consumer travel trends present a wealth of opportunities for DMOs to connect with travelers in meaningful ways. By understanding and leveraging these trends, you can craft compelling marketing strategies that resonate with your target audience.
At Envisionit, we specialize in tourism marketing, and we’re here to help you navigate these trends and maximize your destination’s awareness and visitation this summer.
Get in touch with us to learn more about our tourism marketing expertise and how we can help your destination thrive this summer (and beyond).
Sources: The 2024 travel trends mentioned in this article have been compiled from a variety of sources, including Deloitte, TravelAge West, Hotel Drive, Agile Consumer Insights, Vacasa, Allison and The Vacationer.
