2023 Travel Trends: Summer and Beyond
By Maria A. Ossa
Summer is nearly here, and with the warmer weather comes an uptick in vacations, road trips, and getaways. In 2023, trend forecasters are seeing significant changes in the way people are travelling.
Explorers of all kinds are prioritizing rest, sleep, and understated luxury experiences over the Instagram-focused vacations of yesteryear. We’re also seeing bookings being made closer to actual travel dates than ever before, with younger generations leading the way in solo travel as well as food-specific vacations. All this to say, if you’re in the brainstorming phase of your summer travel plans, we’ve got all the trends that are shaping how travellers are exploring the world in 2023!
Quiet Luxury
Quiet Luxury has certainly been a loud talking point in recent months. As people grow restless with flamboyant displays of wealth, a new concept of luxury is emerging. It all comes from the idea that big logos emblazoned on everything you own doesn’t necessarily mean that such items are of good quality. Quiet Luxury favours the uniqueness and craftsmanship of the items in question, with a big emphasis on a minimalist but intentional aesthetic. The trend is based on the idea that luxury need not be ostentatious or excessive to be enjoyed; while exclusivity is still highly sought after, waste is not.
In tourism, quiet luxury is trending in the rise in popularity of boutique hotels, eco-resorts, sustainable tourism experiences, and niche getaways like sleep vacations (trips in which you prioritize rest and relaxation over sightseeing and late nights) as well as supervised psychedelic immersions; retreats set in safe environments where you can ingest psilocybin mushrooms, ketamine, LSD, ayahuasca, and other experimental substances under the watchful eye of a shaman or licensed practitioner. The luxury traveller of 2023 is seeking authentic and local experiences that provide a more genuine feel for their destination while still heavily relying on niche experiences that will enhance their getaway.
Short Booking Windows
According to Hopper’s 2023 Travel Trends Report, travellers are booking flights and hotels at the last minute more than ever before. “Travel booking advances for domestic trips have shortened by nearly 10% with bookings being made about three weeks ahead of departure compared to 3–4 weeks in 2019.” In general, it seems Millennials and Gen Z consumers are more averse to locking in plans; immediate concerns around money might explain this trend. However, FOMO, the fear of missing out on important life events, might also be a contributing factor in these short booking windows. Even though younger generations are averse to locking in plans, they are still travelling. Europe is a booming destination for younger travellers, perhaps due to the ease of movement — you can benefit from cheaper train and airplane fares across European nations. Hopper’s statistics show “A 30% (3-week) drop in the booking advance window from bookings being made 11–12 weeks in advance to just 8–9 weeks” when it comes to European itineraries.
Although this new trend is surprising, it is still too early to tell if it will stick around. On average, travellers can expect to pay more for last-minute bookings as opposed to planning, especially when it comes to airfare. However, hotels, resorts, and destinations can benefit from this trend by offering last-minute booking deals for accommodations and experiences.
Set-Jetting
There’s no question that pop culture influences how we live in 2023. Succession has brought ‘Quiet Luxury’ to mainstream attention, and shows like White Lotus, Emily in Paris, and The Resort have started a new trend amongst travellers: Exotic locations chosen for shows and movies are becoming favourite holiday spots. Television is taking over Instagram and TikTok as a key travel influencer. An American Express 2023 Travel Trend Report found that amongst their consumers, “64% agree that they have been inspired to travel to a destination after seeing it featured on a TV show, news source, or movie.” This remains true across demographics. Meanwhile, younger travellers have been shown to favour destinations that look great in photos and videos compared to older demographics.
Similarly, consumers are also choosing their next vacation spot based on what they’ll eat, which includes creating an itinerary built around an acclaimed restaurant or trying local favourites. Cooking classes in destinations known for their cuisines, such as Italy and France, are also becoming increasingly popular. Younger travellers are, once again, at the forefront of this trend in 2023. As noted in the American Express 2023 Travel Trend Report, “45% of Gen-Z and Millennials say they have planned an entire trip around attending a food festival,” this signals other interesting social media trends, such as the 7/11 Japan food trend and the different McDonald’s menus in other countries.
Destinations can take advantage of these trends by highlighting local cuisine and typical dishes only available in their niche markets. Consumers are becoming more adventurous in their eating habits while travelling; this is a huge opportunity for brands to highlight their unique flavours.
A Wellness-Wave
If 2022 was the year consumers travelled for fun and reunions post-pandemic, then 2023 will be the year they travel for personal betterment. Transformational retreats focused on well-being, overcoming grief, finding your purpose, and even testing the limits of your body are on the rise. Yoga and meditation retreats have gained momentum for the last couple of years. These kinds of trips prioritize hotels with a sustainability focus, and they tend to centre on the spiritual retreat aspect of travelling, promoting healthy eating and spa-focused packages. The wellness-wave trend of vacationing also heavily relies on the Quiet Luxury trend. It emphasizes bespoke experiences, the idea that services, destinations, and accommodations are valuable because of the positive effect they can have on your trip experience and your lifestyle overall. This trend takeaway is that after a tumultuous couple of years, many travellers are craving the chance to relax and unplug from the hustle and bustle of their lives, gravitating toward destinations and resorts that will help them decompress and feel healthier.
Solo Travel
Google searches for ‘solo cruises,’ ‘solo travel for women,’ and even ‘solo travel for queer people’ have more than doubled over that past year for North American markets, while ‘best solo travel destinations’ have increased by more than 120%, according to Travel Daily Media. The top destinations searched for solo travel include Mexico City, Iceland, New Orleans, Japan, and Italy. Usually, people who travel by themselves tend to favour group tours and staying in hostels, perhaps because other solo travellers tend to stick with these choices. The ultimate goal for solo travellers seems to be meeting new people in unknown places. The solo travel trend is also gaining momentum on TikTok, with search trends revealing that the term has raked up more than 4 billion views, with popular videos under tags titled ‘Countries I have felt safe traveling as a solo female traveler’ and ‘Staying safe while traveling alone’. This type of travel is popular amongst younger and older generations, but although the trend persists, the way in which each demographic goes about it is totally different. Older travellers prefer joining a touring group as they travel by themselves, and on average, they are likelier to stick with cruises and hotels. Younger travellers, in contrast, prefer to have a more fringe experience by travelling to remote places, staying in hostels, and relying on a sense of adventure to carry them through their journey rather than a set itinerary. Brands can take advantage of this trend by offering special rates for people vacationing by themselves, or offering perks and tours aimed at independent explorers.
Get to Packing!
At VERB, we’re industry leaders in all things travel, marketing, and social media. Our talented team can work with your brand to stay ahead of the trends and better promote your offerings to the most accurate demographic. Contact us to learn more about our marketing services, or visit some of our partners to get inspired for your next adventure.
Maria Ossa is a Social Media Coordinator at VERB Interactive — a leader in digital marketing, specializing in solutions for the travel and hospitality industry. Find out more at www.verbinteractive.com.
