Nearly three-quarters of global respondents are into sports, with 71 pc considering themselves either a ‘huge’ or casual fan
Sports tourism, transformative experiences and spontaneous getaways are amongst the leading travel trends this year, says the 2024 Global Travel Trends Report by American Express Travel, part of the US financial services giant American Express.
Audrey Hendley
According to the report, while the preferences and motivations of global travellers vary nationally, generationally and otherwise, one thing remains clear; they intend to make the most of their trips this year.
“People are travelling to make memories in 2024. While everyone’s motivation for booking a trip is unique, whether it is taking a solo getaway to recharge or embarking on an expedition cruise or safari, the trips that are trending are sure to be transformative, and our American Express Travel Consultants are here to build dream itineraries and help every step of the way,” says Audrey Hendley, President of American Express Travel.
For the Love of the Game
According to the report, the craze for sports tourism is not just about rooting for the home team, fans are also planning trips around athletic events, whether it involves a favourite sport, a beloved team or an international multi-sport competition.
Nearly 58 pc of respondents who are travelling for sports in 2024 will do so for soccer, basketball or Formula 1 racing
Nearly three-quarters of global respondents are into sports, with 71 pc considering themselves either a ‘huge’ or casual fan. And as easy as it is to watch from the living room, 37 pc have plans to travel for sports this year. Of those, 38 pc will average trips of six hours or more.
The statement adds that 67 pc of Millennial and Gen-Z respondents, compared to 58 pc of all respondents, are interested in travelling for sporting events in 2024.
Nearly 58 pc of respondents who are travelling for sports in 2024 will do so for soccer, basketball or Formula 1 racing. About 75 pc of respondents who plan to travel to a sporting event in 2024 will spend at least 3 hours getting there.
Steve Weitman
Why are these fans going the extra mile in 2024? The driving forces include watching a favourite sports team in person for 35 pc, witnessing a big sports or cultural event for 34 pc and seeing a favourite athlete 20 pc.
“In the past few years, Las Vegas has become an even more sought-after destination due to the growing prevalence of professional sports, giving us an even greater opportunity to focus on luxury, experience-based travel. Iconic sports moments continue to come to life in Las Vegas, with no signs of slowing down,” says Steve Weitman, President of Wynn and Encore Las Vegas.
“Wynn has maximised these city-wide events with complementary bespoke programming, which provide our guests with unique, one-of-a-kind moments only found at our resort. With more major events on the horizon, we have an opportunity to continue innovating our programming so that guests see Wynn and Las Vegas as a can’t-miss destination,” adds Weitman.
Planning Big
For inspiration, travellers turn to friends or family, for about 52 pc, social media for 39 pc and travel websites for 37 pc
Whether they are designed to commemorate a special event or checking a dream destination off a wish-list, ‘major’ trips are on the rise. The report says that expedition-style adventures like a trip to the Galapagos Islands or trekking with the gorillas can be truly transformative and the social media content delivers.
For some respondents, the major trip they have in mind is an immersive adventure, often somewhere totally remote. For others, it simply means a longer trip that is full of new and diverse experiences visiting multiple countries, for example.
According to the report, 63 pc of respondents who plan to visit more than one country on a single trip in 2024 plan to do so in Europe. 65 pc of respondents are more interested in taking a major trip in 2024 than in previous years.
It says that 72 pc of respondents would rather save money for a major trip than spend it on going out with friends. As many as 58 pc of Millennial and Gen-Z respondents want a travel agent or trusted advisor to help them book a major trip this year compared to 52 pc of all respondents.
The transformative potential of these trips makes them worth the cost and planning. Two-thirds or 66 pc of respondents agree that they are saving up for a major trip this year, and most respondents, about 54 pc, like to plan these trips 3-6 months in advance.
Steve Smotrys
For inspiration, travellers turn to friends or family, for about 52 pc, social media for 39 pc and travel websites for 37 pc.
“At Seabourn, travel is back in full swing, and we have seen guests show a thirst for knowledge on our voyages while enjoying the ultra-luxury, once-in-a-lifetime travel experience that we offer. Not only are travellers hungry for adventure and exploration, but they are engaged and show a desire to immerse in the culture of a region. These trips allow travellers to experience ancient, otherworldly, hard-to-reach landscapes and stunning wildlife, and inspiring local cultures, illustrating how luxury expedition cruising allows travellers to explore remote destinations and create memories to last a lifetime,” says Steve Smotrys, Vice President, Sales and Trade Relations, Seabourn Cruise Line.
Going Solo
76 pc of millennials and Gen-Z, compared to 69 pc of all respondents, say they are planning on taking a solo trip in 2024.
Sometimes travelling alone is the way to go. For deep relaxation, developing a new interest, or meeting new people, solo trips can be hard to beat.
The statement adds that most popular new travel companions are me, myself and I. Solo trips are easier to schedule and tailor exactly to your liking, which makes them great for resetting after a busy week. About 57 pc of respondents agreed that they were more likely to travel solo for a quick weekend getaway than for a longer or more expensive trip.
Either way, solo travellers are becoming an important subset. There are two types of destinations where they are most likely to be found, in a new city for about 29 pc or relaxing at a beach or island for about 22 pc.
Corinne Ng
The statement adds that 76 pc of millennials and Gen-Z, compared to 69 pc of all respondents, say they are planning on taking a solo trip in 2024. About 66 pc of respondents planning on travelling solo are planning a trip centred around self-love and treating themselves. Nearly 60 pc of respondents planning on travelling solo this year intend to take two or more solo trips.
“Solo travel is a wonderful way to unwind and discover a new hobby. travelling alone also allows you to take ownership of selecting the perfect destination and gives you the ability to curate the ideal itinerary, catered just for you,” says Corinne Ng, Vice President and General Manager of Travel and Lifestyle Services, American Express Asia Pacific.
On a Whim
The report says that being open to serendipity and the unexpected is part of the excitement of travel as it allows travellers to act on tips from locals and discover out-of-the-way spots on their own
With so much of life structured and scheduled these days, people are seeking flexibility in their travel plans and leaving room for spontaneity. This has increased the appeal of last-minute bookings, one-way tickets, and other choices that open the door to a sense of discovery.
Although booking in advance can bring peace of mind and access to some of the most in-demand attractions, many travellers like to do at least some of their planning as they go, 44 pc of respondents said they prefer to take a spontaneous trip instead of having all the details planned.
The report says that being open to serendipity and the unexpected is part of the excitement of travel as it allows travellers to act on tips from locals and discover out-of-the-way spots on their own.
Granted, most travellers would rather improvise dining and shopping than, say, hotels. And 41 pc are more likely to plan spontaneous travel this year with family for, 35 pc for a significant other, 27 pc alone, and 20 pc with friends.
Lupita Cuesta
Nearly 78 pc of respondents say that spontaneous trips appeal to them. 68 pc of respondents agree that they like to leave unplanned time in their trip to experience local culture/activities.
The report says that 77 pc of millennials and Gen-Z have booked a last-minute trip before, compared to 65 pc of Gen-X and 52 pc of baby boomers.
“Travellers are looking to take spontaneous last-minute trips this year, prioritising flexibility. For those wanting the ability to be spontaneous with their plans, our team of travel consultants can support with last minute, on-the-go travel requests,” says Lupita Cuesta, Senior Vice President Global Travel and Lifestyle Services, American Express.
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