‘Villeggiatura’ and ‘dry-tripping’: Here are 12 trends shaping how we’ll travel in 2024

The start of the year always brings about a list of destinations to visit, but it’s not only about where you go but how you see the world.

“The pandemic was the biggest slingshot for travel,” said Virtuoso’s CEO Matthew D Upchurch at the recently concluded ILTM Cannes. All indications point to a peak of revenge travel in 2024 with travellers going to destinations they’ve never been to before and returning to their favourite places — the latter fuelling an unprecedented demand for trips to Italy and Japan.

Despite the increase in costs, luxury travellers in particular are intent on making their dreams a reality. “Bucket lists are becoming to-do lists,” said Jenni Benzaquen, SVP and global brand leader, The Ritz-Carlton, St Regis Hotel & Resorts and Bvlgari Hotels & Resorts. “Luxury travel had a 38 per cent growth in 2023, and we see demand outpacing growth by three times in the coming year.”

The roaring return of travel, however, comes with the responsibility to it better and sustainability is certainly influencing decision-making. Almost half of Virtuoso advisers say that “climate change is causing their clients to travel differently”; 25 per cent of the client pool say they’re committed to minimising their carbon footprint.

What other movements will we see play out? We spoke to global experts to outline the trends that will mould how we’ll travel in 2024.

Remote destinations and rare experiences are paramount

There’s no curbing the desire to visit far-flung destinations and have transformative experiences. Hospitality behemoth Marriott calls this ‘nu-luxury frontiers’ — boundary-breaking escapes that combine authenticity, adventure, and exclusivity. According to Benzaquen, this dictates the careful expansion of The Ritz-Carlton Reserve brand in particular, which has opened Rissai Valley in the UNESCO Heritage Site of Jiuzhaigou as well as Nujuma on a secluded private island in Saudi Arabia’s Red Sea.

Independent players like ANI Private Resorts, which operate luxury properties in less-trodden destinations such as the Dominican Republic, also take this to heart. “We have two goals when it comes to choosing locations. First is to find extraordinary land, such as a very isolated beach, and second is it has to be remote enough to ensure guests’ privacy,” said Yeshi Phuntsho, CEO of ANI Private Resorts. 

Even a well-known destination like the Maldives can still offer an off-the-beaten-track hideaway like the much-anticipated Soneva Secret opening in February. Set in the country’s most remote atoll, Haa Dhaalu, it will feature 14 villas including the Maldives’ first floating villa.

Regenerative travel is becoming the gold standard

A philosophy that goes beyond sustainability, regenerative travel urges one to give back more than what they take from the destinations they visit. This is a key part of Oetker Collection’s CSR strategy, the group behind ‘masterpiece hotels’ including Hotel-du-Cap Eden Roc and L'Apogee Courchevel.

“Our hotels have their respective initiatives: Jumby Bay leads the Hawksbill Project to protect a specific turtle species, while Eden Rock - St Barths has a partnership with Agence Territoriale de l’Environment (ATE) to restore the island’s coral reefs. It is the sum of many small actions, and we had over 600 actions in 2023,” said Timo Gruenert, CEO of Oetker Collection.

Relais & Chateaux, a global collection of 580 extraordinary properties, approaches regenerative travel through their culinary programmes. “Beyond being plastic-free, our members focus on local flavours and produce to preserve disappearing plants and foster culinary diversity. Our annual World Ocean Day and Food for Change festival highlight our collective effort,” said Joerg Drechsel, owner of Malabar House and member of the board of directors of Relais & Chateaux.

The pioneer of barefoot luxury, Soneva, is also a major proponent of the movement. “Regenerative travel is at the core of our ethos. We actively work to protect biodiversity in all destinations we are present,” said Sonu Shivdasani, CEO and joint creative director of Soneva. A two per cent carbon levy paid by guests goes into the Soneva Foundation, which invests in projects that have positive environmental, social and economic impacts. “Our goal is to inspire a paradigm shift in travel, where sustainability, consciousness, and regeneration become the norm.”

Moving from carbon neutral to carbon negative

Carbon neutrality is a given for forward-thinking players like White Desert, which delivers luxury adventures in the last frontier: Antarctica. A carbon neutral company since 2007, White Desert has embarked on a ‘Pathway to Net Zero journey’, which paves the way for them to become carbon negative — meaning their carbon footprint will be less than neutral, so the net effect is removing carbon dioxide from the atmosphere rather than adding to it.

Currently, they’re investing in Blue Carbon and green technology startups. “We’re looking at restoring and renewing seagrass meadows — these areas are able to capture carbon up to 35 times faster than tropical rainforests, storing them in natural carbon sinks. When undisturbed, these habitats have the capacity to store carbon long-term resulting in climate adaptation benefits, such as resilience to extreme weather events,” said Mindy Roberts, CMO of White Desert.

In addition, they are trialling Sustainable Aviation Fuel for their planes which fly between Africa and Antarctica. “This is in low supply and incredibly expensive, so we are aiming to roll this out across our Antarctic operations and fleet in the next three to five years.”

Decoding the concept of ‘villeggiatura’

Hybrid working arrangements have made it easier to spend more time in a place and be a slow traveller. In 2024, why not seize the chance to exercise ‘villeggiatura’, where time is spent understanding the local rhythms in a destination?

“Life under quarantine reminded us that travel is a luxury. When we have the opportunity to travel, we should embrace this moment of pause,” said Arnaud Champenois, senior vice president, global head of brand, marketing and communications of Belmond, a brand that espouses total local immersion across their properties.

One way to implement villeggiatura is to consciously choose a crop of independent properties across a country, an ideal strategy for exploring Sri Lanka. “My focus has been on small resorts of around 30 rooms sitting lightly on the landscape, forming a circuit around Sri Lanka to encourage leisurely travel across diverse regions. The variety that Sri Lanka offers makes you feel that you have visited many countries on the one trip,” said Malik Fernando, managing director of Resplendent Ceylon.

Train travel is on the rise — and not only in Europe

In 2018, flygskam (flight shaming) started in Sweden and the movement has since bolstered the appeal of train travel. Rail journeys are not only a greener alternative but also viewed as more romantic and less of a hassle overall.

According to a TTG Asia report, “train bookings on Trip.com Group have skyrocketed not only for travel in Europe — where the European Union is targeting climate-neutrality by 2050—but also in Asia where more travellers want to pursue the perfect trip for a sustainable future.”

This is evident in Japan, where even with the recent price hike of the JR Pass there is a significant appetite for train travel. In February, one of the most awaited rail sojourns in Asia is restarting service after a four-year pause. The Belmond Eastern and Oriental Express returns featuring revamped carriages, new itineraries and a fresh culinary offering by acclaimed chef Andre Chiang.

The arrival of a diverse, luxurious era of cruising

Gone are the days when cruising was the preserve of retirees. Today, travellers of all stripes have discovered that it’s one of the most enjoyable — and accessible — ways to do a multi-stop trip.

According to a Virtuoso Report, “86 per cent of Gen Xers and 88 per cent of Millennials who have cruised before say they plan to cruise again.” This new cohort is also helping push the industry to adopt eco-friendly initiatives.

The luxury end of the spectrum sees the growth of hotel-branded vessels due to higher demand. The Ritz-Carlton Yacht collection, which launched in 2022, has seen a 23 per cent increase in bookings last year. In 2024, they’re launching Ilma, which boasts 224 all-terrace suites and the highest ratio of space per guest at sea.

Belmond is also introducing a new river boat in April called Coquelicot, A Belmond Boat, Champagne, designed by French architects Humbert & Poyet. One to note is ultra-luxury player Aman, which has announced its very own 50-suite luxury motor yacht, Aman at Sea, to debut in 2027. 

Set-jetting is on top of the agenda

A blockbuster film driving interest in a destination is nothing new, but at no time has entertainment shaped travel decision making as it has over the last year. The American Express Travel Trends Report 2023 states that “70 percent of Gen-Z and Millennial respondents agree that they have been inspired to visit a destination after seeing it featured in a TV show, news source, or movie,” showing that ‘location vacations’ have no signs of waning.

Expedia Group’s first-ever ‘set-jetting forecast’ has outlined entertainment-inspired destinations that will hit it big in 2024. In Asia, Thailand leads the way as the setting for The White Lotus season 3, while Korea remains a top holiday stop thanks to the eagerly anticipated Squid Game sequel.

In Europe, travel to Malta is predicted to rise inspired by Gladiator 2. Romania, on the other hand, will enjoy an influx because of Wednesday, the most popular English-language series of all time on Netflix.

A clamour for once-in-a-lifetime live experiences

Blame it on the Taylor Swift effect: The Eras Tour, which is staged across continents, is influencing how people plan their next holiday and companies are cashing in.  According to a report by CNN Travel, “hotels in cities visited by the tour are reporting breaking occupancy records, even at higher rates due to surging demand. Many are also incorporating unique Swift-centric promotions, events and activations to further entice fans.”

Headline concerts aside, sporting events are also a record revenue driver — something more pronounced this year. In June, Germany hosts the 2024 UEFA European Football Championship, which unfolds across 10 cities including Berlin, Cologne, Munich and Frankfurt.

The ultimate upcoming sporting event, however, is the Summer Olympics 2024 in Paris. The city’s beloved landmarks like the Trocadero Gardens will be transformed into a “Champions Park”, and the iconic Grand Palais will also become a sporting arena.

The advent of dry-tripping

Move over, digital detox. Wellness-minded travellers are opting for “dry-tripping”, which entails consuming less or no alcohol during a holiday. Beyond Dry January and Sober October pledges, the sober-curious lifestyle has become more mainstream; it’s also seen as aspirational, thanks to a trove of celebrities releasing non-alcoholic products.

According to a Hotel.com report, “more than 40 per cent of travellers say they are likely to book a detox trip in the next year, and half of travellers say they would be interested in staying at hotels that offer easily accessible alcohol-free beverage options.” This means we can expect to find more zero-proof drinks in minibars as well as spirit-free creations and experiences on property.

Welcoming wellness with a family twist

Wellness used to be seen as an isolated solo pursuit, but the guest demographic is shifting and so are their demands. “Personal wellness is significantly linked to family life and the ability to build strong and meaningful bonds with loved ones. Family cohesiveness builds up a person’s personality and well-being,” said Win Rojanastien, operations manager of Chiva-Som and heir to the pioneering wellness brand.

Their new sister resort in Qatar, Zulal Wellness Resort by Chiva-Som, has a dedicated area for the family called ‘Zulal Discovery’ where all members can pursue wellness initiatives together. It offers customised wellness programmes to suit physical and mental development at different ages. This is exactly what Millennials want for their Gen Z and Gen Alpha offspring — to become fully attuned to improving their well-being.

Curating multi-generational passion trips

“A key takeaway from the pandemic is it made people realise that spending time with the right people at the right place is an essential part of a fulfilled and happy life,” said Dr Timo Gruenert, CEO of Oetker Collection. For families this means finding places that allow them to connect, but also using holidays as a way to pass on passion points to the next generation in a hands-on manner.

Luxury travel agency Black Tomato coins this as “generation passion” — where families connect over a shared activity, which forges closer bonds. From pottery making to mountain climbing, they see more and more families requesting to explore a shared hobby or passion, especially those with teenage kids.

The return of the travel advisor and the rise of AI

Even with myriad apps and ChatGPT at our fingertips, high net worth travellers have reverted to working with travel advisors to manage their most important asset: time.

“The question we ask is why do you have a financial adviser but not a collaborator for leisure time?” said Matthew D Upchurch, CEO of Virtuoso. With booking windows getting longer and logistics becoming more complex, more HNWI leave the utilisation of their time to experts who craft multi-year trips.

On the other side of the coin is the growing acceptance of generative AI. Although only 6 per cent of people used AI tools in 2023, the Expedia Group predicts that a new generation of travellers will embrace the technology in their travel journey. Their recent survey says “half of travellers are interested in using generative AI to plan their next trip, and 1 in 3 say it’s very useful when making travel plans.” Simplification of planning through a conversational format is apparently what makes this tech most appealing.