Report Predicts Travelers of All Ages will
Value Connectivity and Personalization, Seek Out Culture and Unique
Experiences, and Embrace New Business Travel Trends as Travel Boom
Continues
According to a recent global survey conducted by Hilton and
Ipsos, travelers say they will reduce other areas of personal
spending to prioritize leisure travel in 2024, with a majority
across generations indicating their No. 1 reason to travel in 2024
will be to rest and recharge, with more emphasis on sleep than ever
before. Those insights and more were unveiled today with the launch
of Hilton’s third-annual trends report: “What Millennials, Gen
Z, Gen X and Baby Boomers Tell Us About Travel in the Year
Ahead.” In addition to defining the preferences and passions of
the 2024 traveler, the report takes a deeper look at how each
generation views travel – from the digital-native Gen Zer to the
experienced Baby Boomer.
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“In this new golden age of travel, travelers’ needs are
changing, and we are always innovating to better serve our guests
and be their first choice when they hit the road,” said Chris
Nassetta, president and chief executive officer, Hilton. “Across
generations, we’re seeing guests customize 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.”
Following a global survey of more than 10,000 travelers from
nine countries, video diaries with 60 U.S. travelers and in-depth
interviews with dozens of Hilton travel experts, the report
uncovers four themes expected to be the catalysts of change and
innovation for travel in 2024 and beyond.
Travelers Will Invest in Their Sleep
Personal wellness matters to travelers, and even more
specifically, there will be an increased focus on savoring a good
night’s sleep while away from home – a trend that has accelerated
after the challenges of the last few years heightened travelers’
desire for rest and relaxation. In 2024, travelers will look to
engage with products and brands aligned with this better-for-you
imperative. Gen Zers are the most intentional about winding
down, making small choices throughout the day that can make a
big impact on their sleep. In fact, 21% regulate their workout
routine, and 25% avoid alcohol before bedtime.
Travelers Will Value Connectivity and Personalization
In 2024, travelers will seek out consistent and seamless
experiences that are hyper-personalized to their needs, from
booking to on-property experiences. Eighty percent of global
travelers surveyed said it’s important to be able to book their
trip entirely online, with 86% of Millennials and 83% of Gen Zers
leading the charge – and 76% of global travelers said they
appreciate travel apps that reduce the friction and stress of
travel.
Culture and Experiences Will Drive Leisure Travel
Decisions
Dining, culture and connections are inspiring leisure travel
decisions as people increasingly prioritize the purchase of
experiences over things. In fact, as the world holds onto
their renewed sense of wanderlust following the pandemic, 64% of
global travelers say they aim to reduce other areas of their
personal spending to prioritize leisure travel in 2024.
As they budget for 2024, travelers’ top focus is on culinary
experiences. Second to culinary experiences, 47% of travelers will
prioritize exploration and adventure, with Gen Zers and Millennials
(52% for both) carving out more budget for these types of
experiences than the other generations.
Business Travel Trends Will Redefine Expectations
Ways of work have transformed significantly following the
pandemic – including shifts in when, where and how people conduct
business. As a result, business trends have emerged and
strengthened, including blended leisure and business travel,
increased length of stays and the rising popularity of secondary
markets for meetings and events. In fact, more than a third of
Gen Z and Millennial business travelers say they plan to extend a
business trip to enjoy leisure time before or after their work
obligations, and 24% of global business travelers plan to take a
friend or family member with them on a business trip next
year.
“Every generation is driving a vibrant mix of travel experiences
and expectations for 2024,” said Jason Dorsey, president of The
Center for Generational Kinetics and Hilton’s generational
consultant for this year’s report. “One important finding within is
the cross-generational priority for connectivity and
personalization throughout the travel experience. This bodes well
for fueling innovation in the travel industry and for travel
leaders, like Hilton, that are creating new and unique experiences
that attract all four generations of adult travelers.”
For more information on how Hilton is staying ahead of travel
trends, read the full 2024 report at Stories.Hilton.com/2024trends.
To start planning 2024 travel, visit Hilton.com.
Methodology
Both qualitative and quantitative methods were used to determine
the emerging trends detailed in this report. Hilton conducted
stakeholder interviews across the organization to gain perspectives
on what travel looks like today and determine what is top of mind
going into 2024, with business divisions including: Business
Travel/Events, Food & Beverage, Wellness, Sustainability,
Design, Digital Innovation and Workplace Culture. Hilton
commissioned two phases of research with Ipsos, one of the largest
market research and polling companies globally. First, Ipsos
conducted 60 qualitative online video diaries in the U.S. between
April and May 2023. Then Ipsos fielded a quantitative online survey
in July 2023 among a nationally representative sample in Germany,
Great Britain, Japan and the U.S. of adults under age 75. The
samples in China, India, Mexico, Singapore and U.A.E. are more
urban, more educated and/or more affluent than the general
population. The survey results for these markets should be viewed
as reflecting the views of the more “connected” segment of their
population. Each country included an oversample of n=200 Gen Z to
increase analytic capability for this age group. The age breakdown
used is Gen Z: 18-26, Millennial: 27-44, Gen X: 45-58 and Baby
Boomers: 59-77.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with
a portfolio of 22 world-class brands comprising nearly 7,300
properties and more than 1.1 million rooms, in 123 countries and
territories. Dedicated to fulfilling its founding vision to fill
the earth with the light and warmth of hospitality, Hilton has
welcomed more than 3 billion guests in its more than 100-year
history, earned a top spot on Fortune's 100 Best Companies to Work
For list and been recognized as a global leader on the Dow Jones
Sustainability Indices for six consecutive years. Hilton has
introduced several industry-leading technology enhancements to
improve the guest experience, including Digital Key Share,
automated complimentary room upgrades and the ability to book
confirmed connecting rooms. Through the award-winning guest loyalty
program Hilton Honors, the more than 165 million members who book
directly with Hilton can earn Points for hotel stays and
experiences money can't buy. With the free Hilton Honors app,
guests can book their stay, select their room, check in, unlock
their door with a Digital Key and check out, all from their
smartphone. Visit stories.hilton.com for more information, and
connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and
YouTube.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20231004090692/en/
Colleen Hart Global Corporate Communications
Colleen.Hart@hilton.com
Hilton Worldwide (NYSE:HLT)
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