A new survey conducted by hotel giant Hilton has found that sleep tourism will be a key driver of hotel bookings in 2024, with a majority of consumers across generations indicating their number one reason to travel in 2024 will be to rest and recharge.
Hilton’s third annual trends report, titled “What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead”, was created through a global survey of more than 10,000 travellers from nine countries, video diaries with 60 U.S. travellers and in-depth interviews with dozens of Hilton travel experts.
The report uncovered four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond, with consumer investment in sleep tourism topping the list.
Gen Z is presented as the most intentional about dedicating time to winding down, making small choices throughout the day that can make a big impact on their sleep.
Chris Nassetta, president and chief executive officer at Hilton, commented: “In this new golden age of travel, travellers’ needs are changing, and we are always innovating to better serve our guests and be their first choice when they hit the road.
“Across generations, we are seeing guests customise their stays with us, invest in quality sleep, pursue new cultural experiences, and stretch the boundaries of business travel. At Hilton, our world-class team members are leaning into these trends and creating unforgettable experiences for every guest who stays with us.”
Elsewhere, the report found travellers value connectivity and personalization, with 80% of global travellers surveyed saying it’s important to be able to book their trip entirely online, while 76% of said they appreciate travel apps that reduce the friction and stress of travel.
Hilton’s study also found that culture and experiences will drive leisure travel decisions, with consumers increasingly prioritising the purchasing of traveller experiences over things.
