What Should Travelers Expect In 2024? Here’s What The Experts Say

They’re going farther. They’re planning ahead. And they’re taking bigger risks.

Travelers are rushing headfirst into 2024, experts say. And they are not letting geopolitical risks — or, for that matter, personal risks — slow them down.

“Demand for travel remains strong,” says Daniel Durazo, a spokesman for Allianz Partners USA.

Indeed, a new Harris Poll conducted on behalf of Intrepid Travel found most US adults (57%) say they plan to take the same number of trips in 2024 as they did in 2023, and about 1 in 4 (26%) plan to travel more.

The poll also found that travelers are prioritizing meaningful experiences over material possessions and are willing to make them happen, regardless of their budget.

But how can that be, with a war raging in the Middle East and volcanoes erupting in Iceland? Travelers haven’t written off those concerns, say experts. They’ve just factored them into their plans.

“We’re seeing an understandable increase in traveler concern worldwide, but it is most pronounced in the Middle East,” explains Dan Richards, CEO of The Global Rescue Companies, a provider of medical, security, evacuation and travel risk management services. “Nevertheless, international trip takers continue to gain comfort with wartime travel.”

Here are the trends that will define travel in 2024, along with the takeaway for you.

Travelers are planning ahead

The trend to more last-minute reservations is fading fast. “In 2023, we saw sustained growth in the booking window – the time between when a booking is made and when the experience is taken,” says Kristin Dorsett, chief product officer of Viator. “That means people are booking further in advance.” Recent booking patterns reported by Club Wyndham, part of the world’s largest vacation ownership business, show about 20% of bookings this year are for spring break in March 2024.

Why? Viator believes it’s the result of pent-up demand – it’s a sign that people are excited to plan their travel. And they’re finally confident, after years of fits and starts and contending with the worldwide COVID pandemic, that their trips will happen.

The takeaway: Don’t try to plan a last-minute vacation in 2024. You probably won’t get far.

They’re going the distance

Reports of the demise of “revenge” travel are premature, say experts. “We’ll continue to see people bullish on long-haul travel,” predicts Sasha Gainullin, CEO of the travel insurance company battleface. He says now that passport issuance times are relatively back to normal, we’ll see an increase in Americans traveling abroad. But potentially dangerous situations abroad will also push more people to consider a solid travel insurance policy, just in case their vacation goes sideways.

The takeaway: Gainullin says more travelers are choosing “cancel for any reason” insurance, which refunds 50% to 75% of your prepaid nonrefundable expenses regardless of your reason for canceling. “It’s the best way for travelers to protect themselves against unknown situations,” he says.

It’s all about the events

“One of the biggest travel trends we expect to see in 2024 is the continued surge of event-based travel,” says Joe Cronin, president of International Citizens Insurance. “Between concerts like the Taylor Swift Eras tour, the increased focus of both the NFL and NHL to host games in Europe, and increased interest in Formula 1 with the Drive to Survive Netflix series, cities hosting these events are seeing a surge in travel during those event weekends.”

The takeaway: If you’re interested in events tourism in 2024, plan ahead. And if not, avoid the events. “Ask yourself if you’re willing to pay a premium on your flight, hotel, and car rental to be there during the Formula 1 weekend,” says Cronin. “If not, consider picking a different time to visit.”

Cruises are hot

More than 75% of travel advisors in a recent Allianz survey say that a majority of their 2024 bookings were for cruise travel. Although ocean cruises are the most popular (81% of cruise bookings), there’s also interest in river cruises (16%). Another emerging category is expedition cruises, as I noted in a recent story. “These trends will accelerate in 2024,” says Durazo, the Allianz spokesman.

The takeaway: If you’re thinking of cruising, this is a good time to make a booking. The most sought-after sailings are filling up fast.

Adventure travel will take off

Travelers will go the extra mile for an immersive adventure, predicts Medjet’s CEO Mike Hallman. The adventure tourism market is growing by double digits and is expected to reach $1 trillion worldwide by 2030. Hallman says the increase in adventure travel brings more risk. “Travelers are carefully reviewing the details of travel insurance policies and are seeking more comprehensive coverage,” he adds.

The takeaway: Travel insurance will be more important than ever in 2024.

Solo travel is growing, too

As I noted in a recent interview, solo travel is set to be one of the major trends in 2024. It’s a trend Intrepid Travel is also tracking. “Many people are feeling the effects of the loneliness epidemic and looking to solo travel as a way to connect with others,” explains Matt Berna, president of the Americas at Intrepid Travel. “Group travel helps facilitate this connection by bringing people together over shared experiences.” In North America, Intrepid has also noticed a jump in interest from the 65+ age bracket, with 30% more 65+ solo travelers on trips in 2023 compared to just last year. Trafalgar, a guided tour company is noticing that shift as well, reporting that nearly 20% of travelers aged 55+ are planning to travel solo in 2024, according to its annual survey of travelers.

The takeaway: 2024 will be the year of solo travel, with many more products offered to people traveling alone. Single supplements are going out the window.

Of course, 2024 will also be the year of artificial intelligence in travel

Here’s another 2024 prediction: Artificial intelligence will change the way you travel. “From chatbots that handle reservations and inquiries to predictive analytics that optimize pricing strategies, AI is becoming the behind-the-scenes maestro of the industry,” says Richard Valtr, founder of Mews, a hospitality management system. AI will touch almost every aspect of your travel experience. Robotic concierges, smart room controls, and facial recognition for check-ins are just the beginning.

The takeaway: Don’t shy away from AI in 2024. The technology has the potential to improve efficiency and enable more personalized service. “The hospitality industry is witnessing a trend where AI is seamlessly integrated into the guest experience, providing a balance between the efficiency of automation and the warmth of the human touch,” says Valtr.

Warning: prices will be higher

A cautionary note about 2024. “Travelers need to be prepared to see much higher prices than they’ve been used to,” notes travel advisor Brandi Taylor. “I’ve had many clients who are just starting to feel more financially stable, and think they are ready to plan a larger trip for 2024. But because they haven’t priced out a big trip in five to ten years, they are often completely shocked to find that prices are more than double what they are expecting.”

The takeaway: The dip in airfares and vacation rental rates late this year appears to have been a temporary thing. For the lowest prices, book at least a month in advance, and consider giving yourself even more time if you’re traveling internationally.

Bottom line: 2024 may be a great year to travel — as long as you plan ahead to avoid danger, and are prepared to pay more.

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