The Profile of the 2024 Traveler

Hilton's third-annual Trends Report spotlights the consumer trends that are anticipated to define travel in the year ahead and digs deeper into generational insights driving industry innovation. Following a global survey of more than 10,000 travelers from nine countries, online video diaries with 60 U.S. travelers and in-depth interviews with dozens of Hilton travel experts, four themes emerged, which are expected to be the catalysts of change and innovation for Hilton and the broader travel industry in 2024 and beyond.

• Travelers Will Invest in Their Sleep
  
  Personal wellness matters to travelers, but even more specifically, there will be an increased focus on achieving a good night’s sleep while on the road. In 2024, travelers will look to engage with products and brands aligned with this better-for-you imperative.


• Travelers Will Value Connectivity and Personalization
  
  Travelers will seek out consistent and seamless experiences that are personalized to their needs. They will expect technology to be intuitive and helpful throughout their travel journey, but also appreciate the human connection uniquely found in hospitality.


• Culture and Experiences Will Drive Leisure Travel Decisions
  
  Dining, culture and connections are inspiring leisure travel decisions as people increasingly prioritize the purchase of experiences over things. Next year, foodies will reign supreme, with culinary experiences prioritized globally and across generations. In tandem, people will travel to learn about other cultures, learn about their own culture and connect with others.


• Business Travel Trends Will Redefine Expectations
  
  During the past few years, business travel, in many ways, has been redefined. Programs and products have been introduced to meet the changing needs of travelers. The industry saw significant shifts in the type of traveler, length of stay, travel occasion, travel destination and more. And as the world moves on, the industry is responding to accommodate shifts in how, why and where we do business on the road.