In 2024, French travelers are preparing to embark on an unprecedented adventure, guided by trends that combine technological innovation and the quest for authentic experiences.
Travel-Insight takes a look at the trends that will drive the new year and promise to reinvent tourism today. Travelers’ new desires will no longer hold any secrets for you!
generative AI: for tailor-made adventures
In an ever-changing world, where technology is redefining every aspect of our lives, it’s inevitable that tourism will keep pace with this transformation. Among these evolutions, artificial intelligence is emerging as a virtual guide, orchestrating tailor-made trips.
According to a study by Skyscanner at the end of 2023, 40% of French people aged 18 to 34 plan to organize their next vacation in 2024 with the help of AI tools. Their objectives? Save time, find the perfect holiday, plan activities or compare flights.
For example, the Kayak.fr website has just launched its vacation calculator, which shows you which destinations are accessible, depending on the nature and duration of your savings. A great idea for stress-free budgeting!
Dupe destinations: the art of avoiding the crowd
In 2024, no more crowded places, just peace and quiet! In its study, Expedia announced that 48% of French travellers will be looking to avoid crowds for their next vacation. In search of authenticity, 40% of those surveyed want to venture off the beaten track, preferring destinations that are less crowded, but that bear a strong resemblance to more popular ones.
Instead of heading to Santorini and waiting an hour in line to photograph the famous sunset, why not head to Paros, its equally charming Cycladic neighbor? In 2023, the Expedia, Hotels.com and Abritel study recorded a +193% increase in searches for this destination.
Price and the appeal of local tourism also contribute to this trend, with travelers now keen to enjoy rich experiences close to home.
Set-jetting: when screens become plane tickets
TV series and movies now dictate travel itineraries. According to the study by Expedia, Hotels.com and Abritel, the impact of the series “The White Lotus” caused a spectacular surge of over 300% in travel requests to Hawaii and Sicily. The “Wednesday” series generated a 150% increase in travel requests for Romania, while “Emily in Paris” propelled Paris to the top of the list of most popular destinations, with an increase of 200%.
Travelers want to experience the dream life of the characters in their favorite TV series and movies! Destinations have understood this and are creating itineraries based on the filming locations of movies and TV series, like Scotland’s Tourist Board, which invites travelers to follow in the footsteps of Outlander.
Sustainable tourism: travel in harmony with the planet
This year, more than ever, environmental awareness is guiding the choices of French travellers. According to the Skyscanner survey, 63% of them believe it is essential to travel responsibly. This translates into different consumer choices, such as favoring small family-run restaurants and bed & breakfasts, for example. Destinations are also selected according to their environmental impact, favoring activities and accommodation that respect the environment. Every little bit counts!
So we’re seeing the rise of new sustainable offerings, like the 100% low-carbon travel website Hourrail! or the communications campaign byEvaneos, a tailor-made travel agency with a strong focus on sustainable and responsible tourism.
Detox stay: a wellness break
Health is fashionable, even when traveling! 40% of French travellers are planning detox trips in 2024. We’re turning off the phone and saying goodbye to TikTok, preferring water and mocktails to alcoholic cocktails to make room for relaxation. Yoga retreats, fasting, fitness, sport… We’re thinking in particular of Namaste travel agency’s wellness-focused getaways, which are the stuff of dreams and have become a real trend, with travelers looking to revitalize their minds and bodies.
Putting people at the heart of service: personalized experiences
Today, travel is no longer just about getting around, it’s about experiencing memorable moments. That’s why personalization has become an essential criterion.
Travelers are looking for pampering and unique experiences, far removed from standardized packages! That’s why Comptoir des Voyages offers its travelers the chance to meet “Welcome Hosts”: French-speaking correspondents who welcome travelers over a cup of coffee in each destination. It’s a great way of forging links with local people, but also of reassuring customers.
Go-ccasions: travel for all reasons
Who says you have to wait for summer or winter vacations to travel? In 2024, every opportunity is a good one to get away from it all! Especially special occasions, which become incentives to travel. According to Skyscanner, 50% of French travellers choose to celebrate a birthday abroad. So it’s up to you to create your own occasions to encourage French people to travel: wedding anniversaries, promotions, music festivals, etc.
To meet this new demand, Club Med has created a special “wedding anniversary weekend” section on its website. Other brands offer the star of the day a free product or service, such as Les Vedettes de Paris, with a free cruise on your birthday.
The top destinations for these celebrations in 2024 place Italy, Spain and the United States at the top of the list.
Cultural exploration: discovering the flavors and melodies of the world
Museums are great… but catering and events are even better!
According to several studies, culinary origins are becoming an essential component of travel for 61% of French travellers. They want to taste local specialities and let their taste buds discover the authenticity of the destination.
Music also plays a key role, with 59% of travelers indicating that they are more likely to attend a concert outside their city, and 40% saying that traveling for a concert is also an excuse to discover a new place. This is what we call touring! This trend was confirmed by the success of Taylor Swift and Beyoncé’s tours, which had a huge impact in the cities where the concerts were held.
As evidence of this trend towards cultural exploration, we can mention the NéoGusto travel agency, which offers trips focused on culinary discovery; or Voyageurs du Monde, which offers trips dedicated to concerts around the world.
Skip-Gen: travelling together across generations
Multi-generational travel is all the rage this year. With more free time on their hands, grandparents want to enjoy and experience unique moments with their grandchildren. It’s also worth remembering that families are looking to reconnect after the period of social distancing imposed by Covid-19, which may also explain this rise in popularity. What better way to create unforgettable memories with the people you love!
As a result, more and more grandparents are going on vacation or travelling with their grandchildren.
Several players in the tourism industry have understood this, and are not hesitating to put forward new functionalities enabling travelers to find what they’re looking for directly. Such is the case with Club Med and SNCF, which offer “family vacations” sections. The former encourages travelers to make great memories with their grandchildren, while the latter enables them to find ideal destinations to delight young and old alike. All that’s left to do is make your choice!
Value for money: the key travel indicator
Once again this year, value for money remains a key factor for French travellers. According to the Skyscanner survey, French travelers carefully study the cost of flights (39%) and accommodation (22%), which play a crucial role in their decision to go on an adventure.
Half of all travellers have a preference for destinations where the cost of living is more affordable than in their usual place of residence. A quality experience, in perfect harmony with the price paid, is seen as the main driver of their post-trip satisfaction. That’s why Transavia decided to play with low prices in its latest campaign.
There is also a growing trend towards local tourism, with travellers opting for “less far, but better”, seeking out nearby destinations offering top-of-the-range services while minimizing fuel-related expenses. What emerges is that travelers don’t necessarily want to spend less, but they do want to get more for their money. Even if they have to travel less far, they want to be able to afford services that are more expensive than those they would pay if they went further afield.
However, for 2024, enthusiasm is high, with 31% of French people planning to increase their travel spending. On the other hand, 43% will maintain their current budget, and 15% will show caution by reducing it. A year that promises to be rich in discovery and adventure!
Bonus: the Olympics of course!
The organization of the Olympic Games in the Île-de-France region and in several French cities is shaping up to be a key moment in 2024, going beyond the sporting world. The tourism and cultural sectors are particularly likely to be influenced by this event.
Over 15 million visitors are expected to visit the Paris region! Enough to set up some great operations.
How about catching the Olympic wave against the current? With the Olympics just around the corner, many French people will be leaving the Paris region, or even the whole of France, and heading for the coast or the countryside to enjoy the peace and quiet.
As a result, in addition to being more anticipated, summer 2024 stays should also be longer.
It’s worth noting that many companies will be urging their employees to telework during this period. So the question is, is this event a good opportunity to promote quiet, rural places to enjoy the peace and quiet while teleworking?
As you can see, travel in 2024 is shaping up to be an experience in its own right, where every detail is carefully thought out to offer travelers much more than just a simple getaway. Artificial intelligence may map out itineraries, but the quest for unique, responsible experiences will guide travelers’ steps.
In 2024, travel is no longer simply a journey, but a deep immersion in the infinite riches our planet has to offer.
Which trend inspires you most? Don’t hesitate to discuss it with us by contacting us!
