Four Consumer & Marketing Trends in the 2024 Travel Industry

Rebecca Shelby, Senior Account Executive

As an agency working directly with tourism boards and agencies nationwide, we have observed notable shifts over the past several months. The dynamic and often volatile nature of the tourism industry requires a keen analytical approach to stay ahead of trends. At Hart, our expertise ensures that our clients are always at the forefront of innovation. With summer being the peak travel season, it is essential for those in the tourism sector to leverage current trends to attract and engage travelers effectively. 

Let’s dive into a few trends we’re keeping our eye on this summer, and how we’re leveraging those trends with our clients. 

Discover how we can help destination marketers and elevate your travel marketing strategies. Let’s chat!  

1. Quest for Authenticity in Travel
The post-pandemic era saw a surge in "revenge travel," but as this fervor wanes and economic pressures rise, travelers are now seeking more meaningful experiences. An article by Travel Agent Central also says that "revenge travel" has run its course, with only 11% of Americans at the end of 2023 still making up for missed trips. 

This shift toward authenticity presents a golden opportunity for businesses to cater to deeper, more-genuine travel desires. More Bliss. Less Stress.

Actionable Insights:

  • Partner with Local Artisans: Create unique experiences that showcase regional craftsmanship, cuisine or entertainment. By collaborating with local artisans, businesses can offer exclusive activities rich in culture and heritage.
  • Host Cultural Workshops: Offer travelers hands-on activities handed down for generations. This can include cooking classes, traditional craft workshops and cultural performances, allowing visitors to immerse themselves in the local way of life.
  • Promote Community Events: Highlight festivals and events that provide immersive opportunities. Festivals are vibrant reflections of a region’s culture and traditions, offering travelers a chance to experience the local spirit first-hand.

An example of leveraging this type of trend is seen in Hart's work with Destination Toledo. This client aimed to reach audiences through a Google Ads cost-per-click campaign. The messaging, targeting and bidding were customized for every local event each month, which ultimately drove more than 15,000 new users, with an engagement rate of nearly 65%. Overall, Destination Toledo saw a 200% surge in traffic engagement, leading to an incremental ROI for the business. The Calendar of Events page saw the highest engagement time and traffic compared to other landing pages, highlighting the role that community events can have in effectively drawing audiences and visitors.  

2. Addressing Over-tourism 

In short, over-tourism occurs when there are too many visitors at a particular destination. A critical issue for businesses in the tourism industry, it can lead to environmental strain and diminished visitor satisfaction. Promoting lesser-known destinations and encouraging off-season travel can mitigate these effects and enhance the overall experience. 

Actionable Insights:

  • Develop Off-Peak Itineraries: Encourage travel during less crowded times. This not only helps to reduce the burden on popular destinations, but provides travelers with a more serene experience.
  • Promote Lesser-Known Destinations: Highlight hidden gems to disperse tourist traffic. By promoting lesser-known spots, businesses can offer unique opportunities while reducing the impact on overcrowded areas.
  • Implement Responsible Travel Campaigns: Educate travelers on sustainable practices and respecting local customs. This can involve creating awareness about environmental conservation and promoting eco-friendly travel habits.

Hart developed a full campaign for one of our tourism clients promoting a lesser-known destination near Washington, D.C. The campaign featured historical sites, nature activities, cultural events and foodie adventures as alternatives to the more conventional attraction in the D.C. and Baltimore areas. Native ads featuring outdoor activities, museums and carriage rides had engagement rates of 35%, indicating users were interested in this type of content

3. The Rise of Solo Travel 

Solo travel is booming, driven by a desire for independence and self-discovery. Catering to this market requires personalized packages and a focus on safety and solo-friendly amenities. 

Actionable Insights: 

  • Offer Personalized Packages: Tailor activities to meet the unique needs of solo travelers. Personalized itineraries can enhance the travel experience, making solo travelers feel special and cared for. 
  • Highlight Safe Destinations: Promote places known for their solo-friendly environment. Safety is a primary concern for solo travelers, and promoting destinations with a reputation for safety can be a significant draw. 
  • Provide Support Resources: Recommend guides, local contacts and group activities that offer opportunities for social interaction while maintaining independence. This balance ensures solo travelers can meet others if they choose, without compromising their personal adventure. 

Tap into the growing solo travel market with our targeted marketing strategies. In working with our client Metropolitan Washington Airports Authority (MWAA), Hart developed creative campaigns that recognized the variety of travelers, including solo travelers. As a result of this tailored approach, MWAA airports were visited by 50.6 million travelers in 2023, a new record. Let us help you design packages that resonate with solo adventurers. 


4. Luxe for Less 

Travelers are increasingly seeking luxury experiences at affordable prices. The "luxe for less" trend is about offering high-end experiences without the high-end price tag. 

Actionable Insights: 

  • Negotiate Special Deals: Secure exclusive discounts with luxury service providers. By negotiating these deals, businesses can offer their clients indulgent experiences at more affordable rates. 
  • Create Value-Added Packages: Bundle luxury with additional perks like complimentary spa treatments or private tours. These packages can provide great value, making high-end travel more accessible. 
  • Promote Affordable Luxury: Market these deals as luxurious yet accessible options. Highlighting the affordability of these prime opportunities can attract budget-conscious travelers looking for indulgence without overspending. 
Attract budget-conscious luxury travelers with our innovative marketing solutions. Contact us to learn how we can help you create and promote compelling luxe-for-less packages. 

Where Do We Go from Here? 

The travel industry is evolving, driven by a quest for authenticity, the need to address over-tourism, the rise of solo travel and the appeal of luxury at affordable prices. By aligning your offerings with these trends, you can create richer, more sustainable and personalized travel experiences. 

Embrace these trends and set your travel business apart. Partner with us to craft strategies and execute campaigns that resonate with today’s travelers and ensure a vibrant future for your brand. Here’s to the journeys ahead and the endless possibilities they bring! 

Reach out to our team today and let's embark on this journey together!